LIGHTER SHADE OF GREY
MARKETING WHITE PAPERS have turned grubby grey in the eyes of critics, who see them as thinly-disguised product pitches. The term “white paper” has lost value through being applied to all manner of compositions. White papers, however, can be potent marketing tools with a capacity to bring issues into focus, provoke new thinking and show a considered way forward. They have a meaningful contribution to make, even though they’re misunderstood and misused.
White papers emerged in UK government circles during the early part of the twentieth century. They were reports that recommended solutions to contentious issues of the day. Still in use and linked to foregoing consultative documents called green papers, they are established instruments for setting out proposed legislation.
Marketers saw the value of this methodology. White, but not the have-your-say green: preferring to head straight to conclusions. Therein lies the start of rejection.
Rather than encouraging involvement and fostering all-around understanding, too many marketing white papers are monocratic and blatantly biased. Hence, dismissal, as being little more than sales subterfuge.
CREDIBILITY
To be influential, white papers must be credible. They have to demonstrate thorough investigation of the subject matter, take note of the views of industry insiders among others, originate or make reference to research wherever appropriate, and show a consistently balanced, detailed approach that can solve readers’ problems.
They have to be written well – that means professionally – using solid copywriting techniques, starting with a memorable title and moving through compellingly crafted text that will arouse curiosity and retain attention. Quality graphics should be added to the mix, for the document cover at the very least.
The sequence is to attract, engage, inform and convince, doing so in the language of the readers. Then, there should be every chance of earning respect. There’ll be recognition that the marketers understand and sympathise with the difficulties, concerns or perceived needs. Recommendations will look far more plausible.
White papers are the long-form and academic version of content marketing and should demonstrate thought leadership. Readers expect to peruse output emanating from a high degree of expertise – informative and authoritative.
STRONG BUT SUBTLE
Of course, white papers are content marketing tools as well and there should be a strong, if subtle, persuasion element, underpinned by a capturing website landing page, followed up with post-publishing promotion.
A survey by US business magazine ‘Forbes’ advised that well over two-thirds of respondents went on to contact the author after reading a white paper. Around 57% said that white papers influenced their buying decisions.
Skilfully compiled white papers can build momentum in the sales process. Typically, they require at least an email address for downloading, making them splendid for collecting new business leads. Probably, those who choose to download have entered the customer buying cycle.
As well as aiding the generation of sales, your white papers can spread corporate comprehension and build long lasting brand recognition and recall.
There are many voices in the marketplace. Helping you to be heard, they might well establish you as a leader in your field – and people like to deal with acknowledged experts, often ready to pay a premium for the privilege.
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