What is a whitepaper in marketing

There are also ebooks and blog posts — both of which have various differences from a whitepaper.

What really set these products apart are the size, appearance, and time commitment of each one. Whereas writing blog posts and ebooks can take anywhere between a few hours and a few weeks, a good whitepaper can take between a few weeks and a few months to write and polish. They’re less flashy, much more serious in tone, and more heavily researched than blog posts and ebooks.

Let me show you a comparison. The set below is one of our own ebook templates (which you can get for free here). It’s a thorough but simple read:

Now, here is a whitepaper based on our latest research on emerging tech for small to mid-sized businesses (a great report — see the web version here).

What is a whitepaper in marketing

How to Create an Outstanding White Paper

Companies worldwide are using white papers to educate and provide solutions to customers. Nevertheless, to create an outstanding report and reach your content marketing goals, you will need some knowledge and experience.

The tips below will help you become an expert and start creating awesome, engaging white papers:

  • Do your research. Good white papers are fact-based and research-driven
  • Dig into other industry research reports
  • Check out white papers that are industry-recognized (https://www.thatwhitepaperguy.com/white-paper-guys-samples/)
  • Read articles on writing a perfect white paper by content marketing gurus like Rand Fishkin and Neil Patel (my favorites!)
  • View papers produced by your competitors.

What is whitepaper in digital marketing

you’ll need to redirect them to a page where they can request it. A page that “sells” them on giving you their email address and other contact information in return for the valuable resource you’re about to give them.

You DO NOT want to send prospects interested in your white paper back to your homepage. The likelihood they will then find your white paper on your site without getting distracted and quitting, is small.

Instead, direct them to a highly customized page that has no distractions to lead them away from the thing you want them to do – give you their email address and other contact information in return for your valuable white paper.

Remember that at this point, you aren’t trying to make an immediate product sale, you are “selling” them on your offer of the white paper. The rules of sales, marketing and copywriting apply.

Since they are paid, you can customize the content to directly link to your white paper landing page.

Top 5 Best Practices for Whitepaper Marketing in 2020

  • 1. Use data and infographic snippets from whitepaper

The contents of your whitepaper are your biggest marketing assets, after all, there is a reason why movie trailers work. All whitepapers carry data and statistics based on research and this is what B2B readers are eager for – statistics that will help fuel right decision making to formulate their organizational strategies.

You can use small bits and snippets of the whitepapers and use this content as the central pillar of marketing content distribution.
For instance, you can use an iterating statistic cited in your whitepaper as a ‘did you know’, followed by a ‘learn more’ link for your whitepaper landing page.

White papers – the foundational piece of your next B2B marketing campaign

Today’s marketing takes place online. Organizations of all sizes can reach new customers, build stronger relationships, and demonstrate the value of their solutions and expertise.

Content is one of the most effective digital marketing tools. Defined byHubSpotas “the process of planning, creating, distributing, sharing, and publishing content to reach your target audience,”content marketing has become the go-to strategy for successful organizations.
In fact, a 2020 survey found that70 percent of marketers are actively investingin content, with 24 percent planning to increase their investment in 2021.

From blog posts and infographics to webinars, podcasts, and more, content can take many different forms.

For videos that are already ranking, you can simply add a link to your white paper in your description section and add a promo for the asset in the beginning of the video, and/or key sections in the video. The goal must always be to make the white paper pitch as natural and contextual to the content as possible – whether audio, video or test content.

  • 5. Earned media

If you already have earned (unpaid) digital media articles on your brand, you can request the writer/ publishers to add a link to your white paper landing page or a related article/ page that carries a promo for your white paper.

You can also leverage your earned media as testimonials on your white paper landing page to increase your conversion rate.

. Even if you have an ultra-high traffic website, if you bury it on a “Resources” page and don’t announce it to your potential audience, it won’t get found, at least not by very many people.

What can you do to promote your white paper marketing?

  • Send an email to your list telling them about it
  • Make announcements on your social media channels
  • Write a blog post talking about it
  • In some cases, it may make sense to offer it through aPPC/SEMcampaign
  • Put a “widget” on all pages of your website with a brief “teaser” mentioning your white paper; link this to your white papersignup page

How to use a Landing Page to Promote your White Paper

An easy-to-set-up, conversion-optimized landing page can be a great addition to your white paper promotion campaign.

What Is A White Paper in Marketing?

Marketing is all about communication. The role of the marketer is to communicate to clients, the benefits and value that they will get by purchasing a given product. One of the lesser known marketing communication tools is the white paper.

White Paper Marketing

A white paper is a document that adheres to academic standards that outlines an identified problem or challenge and provides a solution via a product that is being marketed.
While white papers are marketing tools, they are not out rightly structured as such. They are fact based and should have supporting evidence from experiments as well as past scholarly work.

How to Structure a White Paper for Marketing

In addition to the main content, the following elements need to be included in a well-structured white paper.


Often companies might use the webinar as one level of interest signal, the white paper as the last level, after which sales teams are ready to pursue these users.

Apart from webinars, online workshops that are detailed demonstrations of a certain methodology or product, may also be a great source of leads for your white paper.

One aspect to keep in mind before investing in webinar marketing for white papers – is that the webinar itself will be required to be promoted to get registrations. Investing in webinars if the event can be put together will take less effort, which is typically possible when you already have a large social media following and/ or email subscribers.

Generally, webinars are used as informative events to pitch assets (like white papers) or products and then converting/ converging their interest to a purchase or download of the asset.

  • 4.

Your white paper marketing is only effective if the paper is read widely. A lot of effort goes into creating white papers; ensure that it is as widely distributed.

One of the best ways of distributing a whitepaper is to give it as a free download in your main site, as well as any landing pages for the product that is covered by the white paper marketing campaign.

• Do not turn it into an advertisement. Maintain the overall professional tone of the white paper to maintain its credibility.

While there will be a temptation to include more ‘sales’ content in your whitepaper, you need to fight that urge.

Which Clients Respond to White Paper Marketing?

White papers need to be focused towards large scale buyers (such as re-sellers) or businesses that use a certain product in bulk.

Digital marketing is all about two-way communications. And the task of a marketer is to communicate to customers and audience. You can see how communication plays a significant role in any business.
Without effective communication between marketers or customers, I don’t think any business can get success.

Therefore to make your marketing communication effective, today I am going to tell you about the most effective marketing communication tool i.e. White Paper.

So let’s get started!

White paper in digital marketing!

The ‘White Paper’ is a digital document that contains an in-depth report on a specific topic that presents a problem and provides a solution. It is a marketing tool which has an advanced problem-solving guide.

This can be done on social media, email marketing, banner advertisements, as well as a collage of all these stats in your landing page (which will be the final conversion touchpoint).

  • 2. Create a fast loading whitepaper landing page

No matter which digital channel you might be using to market the whitepaper, your landing page will be the final common touchpoint of interaction. As we discussed before, a drop in page speed directly affects user exit, which means the longer your page takes to load, the higher the changes the user will leave your page before it loads.

Your landing page is also the final step in the journey for all your channels, which means it should be fast to load its contents, else the loss will be of qualified users who were already convinced by your marketing pitch and were interested in the whitepaper.

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