Defining the three main types of white papers
Use the right type of white paper for the right challenge: either a backgrounder, a numbered list, or a problem/solution. The following table outlines the features of each type of white paper and gives you an idea of when to use each one.
| Characteristic | Backgrounder | Numbered List | Problem/Solution |
|---|---|---|---|
| Definition | An in-depth look at the features and benefits of a certain product or service |
A numbered set of tips, questions, answers, or points about some issue |
A persuasive essay that uses facts and logic to present a new solution to a problem |
| Audience | B2B buyers near the bottom of the sales funnel | Anyone interested in the issue | B2B buyers near the top of the sales funnel; also analysts, bloggers, channel partners, and journalists |
| Approach | A factual description of the technical or business benefits of a product or service |
A light and lively roundup of points or highlights about some issue |
Useful information about an industry-wide problem that educates readers and positions your company as a trusted advisor |
| When to use | To support your firm’s position as an undisputed leader in the field To support technical evaluations To support a product launch |
To get attention with provocative views To cast FUD (fear, uncertainty, and doubt) on competitors To nurture prospects through a complex sale |
To generate leads To educate your market To build recognition for your company |
| Length | 8+ pages plus cover | 5 to 7+ pages plus cover | 8 to 12 pages plus cover |
| Typical contents | Introduction Features and benefits of each feature Conclusions and call to action About the company |
Introduction Numbered points (between 3 and 9) Conclusions and call to action (optional) About the company (optional) |
Executive summary Industry-wide problem Existing solutions and drawbacks New, improved solution Case study (optional) Buyer’s guide Conclusions and call to action About the company |
Jazzing up the appearance of a white paper
Few people will read a text-only white paper. You can provide visual relief by using at least one of these text enhancements on every page:
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Bullets: Use a small amount of text after each bullet; avoid lists of 20 or more bullets or several paragraphs of text after each bullet.
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Headings: Use two sets of headings, big and bold; write active headings to help people skim, scan, and skip.
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Pull quotes: Extract up to 20 words that give the key point from a page; format these quotes larger at the side; check magazines to see how it’s done.
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Sidebars: Pull out nonessential side issues or lists and put them in a tinted box to keep readers focused on the main thread.
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Tables: Present numbers, options, or lists in a table to save words and make information easier to digest.
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White space: Leave breathing room at the top, bottom, and sides of each page; run text no more than 60 characters wide to make reading easier.
Promoting a white paper for maximum impact
To get your target audience to notice your new white paper, you need to unveil it like a mini-product launch. Try different promotional tactics and repeat as long as they keep working. Don’t abandon promotions too soon, and use all these must-do tactics:
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Create a landing page with an abstract
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Feature the white paper prominently on your website
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Mention it in company newsletters
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E-mail your sales force and channel partners (if any)
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E-mail your house opt-in list
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Tweet it on Twitter
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Blog about it
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Announce it to relevant LinkedIn groups
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Publish a press release
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Send it to relevant journalists
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Send it to relevant bloggers
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Get it mentioned in channel partner newsletters
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Post it on free white paper sites
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Create a slide deck
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Send your slide deck to your sales force and channel partners (if any)
