{"id":49663,"date":"2017-04-26T00:00:00","date_gmt":"2017-04-26T00:00:00","guid":{"rendered":"https:\/\/www.techopedia.com\/reaching-potential-customers-with-white-papers\/"},"modified":"2017-04-19T10:39:43","modified_gmt":"2017-04-19T10:39:43","slug":"reaching-potential-customers-with-white-papers","status":"publish","type":"post","link":"https:\/\/www.techopedia.com\/reaching-potential-customers-with-white-papers\/2\/32414","title":{"rendered":"Reaching Potential Customers With White Papers"},"content":{"rendered":"<p>\u201cNo one reads <a href=\"\/definition\/5579\/white-paper\" target=\"_blank\">white papers<\/a> for fun; they read them for work.\u201d So says the man who calls himself <a href=\"http:\/\/www.thatwhitepaperguy.com\/\" target=\"_blank\" rel=\"noopener\">That White Paper Guy<\/a>, Gordon Graham. White papers generally fit into a category of communication called <a href=\"\/definition\/31843\/content-marketing\" target=\"_blank\">content marketing<\/a>. Some people have referred to it as \u201cgray literature\u201d because there is usually a slant toward the company that produces it. They are generally used early in a sales process, long before the potential customer makes a purchase. Crafted properly, a white paper can be an effective tool in any content marketing strategy.\n<\/p>\n<h2><span id=\"history_of_white_papers\">History of White Papers<\/span><\/h2>\n<p>The first white papers were written for government use. One of the earliest of these was the <a href=\"http:\/\/avalon.law.yale.edu\/20th_century\/brwh1922.asp\" target=\"_blank\" rel=\"noopener\">Churchill White Paper<\/a> of 1922. The purpose of the document was to state the British government\u2019s political position regarding the situation in the Middle East. Later white papers addressed issues in science and medicine. Eventually the white paper became a powerful tool in the IT industry.\n<\/p>\n<p>White papers have become extremely popular on the <a href=\"\/definition\/5217\/world-wide-web-www\" target=\"_blank\">web<\/a>, and their number is growing every day. IT professionals and others have used them to assess their own needs and to make buying decisions. Today they are used in many industries, but they are especially prevalent with makers of computer equipment or peripherals, medical equipment manufacturers, communications and test equipment vendors, technical service providers and consulting companies. (For another popular method of providing information, check out <a href=\"\/2\/31865\/it-business\/it-marketing\/is-it-time-for-you-to-start-that-tech-blog\" target=\"_blank\">Is It Time for You to Start That Tech Blog?<\/a>)\n<\/p>\n<h2><span id=\"use_of_white_papers\">Use of White Papers<\/span><\/h2>\n<p>In the context of IT, as defined by Techopedia, a white paper is \u201can authoritative guide or report that explains the benefits of a particular technology, product or policy.\u201d They continue to be used in other fields, but they have become especially common in the IT industry.\n<\/p>\n<p>In an informative <a href=\"http:\/\/www.thatwhitepaperguy.com\/white-paper-faq-frequently-asked-questions\/\" target=\"_blank\" rel=\"noopener\">white paper FAQ<\/a>, Graham quotes a survey from Forbes\/TechTarget. People read white papers to:\n<\/p>\n<ul>\n<li>Stay on top of new trends (76%)<\/li>\n<li>Get information about products and vendors (69%)<\/li>\n<li>Compare products (50%)<\/li>\n<li>Help justify buying decisions (42%)<\/li>\n<li>Develop a short list of qualified vendors (33%)<\/li>\n<\/ul>\n<p>Roanne Neuwirth tells us more in her article <a href=\"http:\/\/contentmarketinginstitute.com\/2014\/09\/white-papers-matter-effective-content-marketing\/\" target=\"_blank\" rel=\"noopener\">Why White Papers Still Matter: Their Role in Effective Content Marketing<\/a>. Using white papers is still an effective way to communicate \u201crich, substantive content,\u201d present new ideas and provoke thought, clearly communicate a point of view, and offer the results of sound research. It is a way to connect to your audience and reach out to your clients. In short, white papers can be significant tools for communicating with high-level influencers and decision-makers across technology sectors. While they may not make for fun reading, white papers can be very useful for your business.\n<\/p>\n<h2><span id=\"content_marketing_tool\">Content Marketing Tool<\/span><\/h2>\n<p>Where do white papers fit in <a href=\"\/definition\/1423\/business-to-business-b2b\" target=\"_blank\">business-to-business<\/a> (B2B) marketing? Often running fewer than ten pages, white papers have become a way for a company to demonstrate authority on a particular subject and address an industry need. They can be helpful to establish authors or companies as \u201cthought leaders\u201d in their field. While they are most effective for generating leads, white papers can also be a part of closing sales by providing more technical details about a service or solution.\n<\/p>\n<p>As Graham explains in great detail, white papers should be distinguished from <a href=\"\/definition\/5207\/web-log-blog\" target=\"_blank\">blog<\/a> posts, brochures, case studies, <a href=\"\/definition\/2193\/electronic-book\" target=\"_blank\">e-books<\/a> and press releases. They are usually provided as <a href=\"\/definition\/1895\/portable-document-format-pdf\" target=\"_blank\">PDF<\/a> downloads, often in exchange for a reader\u2019s name and email address. \u201cA white paper is a persuasive essay,\u201d writes Graham, \u201cthat uses facts and logic to promote a certain product, service or viewpoint.\u201d\n<\/p>\n<p>Providing content to curious readers has proven to be a great way for businesses to get the attention of prospective customers. Content is king, and good writing is preferred to clever <a href=\"\/definition\/5391\/search-engine-optimization-seo\" target=\"_blank\">SEO<\/a> tricks. (For more on this subject, see <a href=\"\/2\/31826\/it-business\/it-marketing\/build-your-business-with-content-marketing\" target=\"_blank\">Build Your Business with Content Marketing<\/a>.)\n<\/p>\n<h2><span id=\"the_writing_process\">The Writing Process<\/span><\/h2>\n<p>There is no shortage of \u201chow-to\u201d articles on the web, and a simple web search about white papers will produce millions of results that will help you learn how to write them. Graham says that producing a good white paper could cost $3,000 to $5,000 for a job that may take weeks or months to finish. While you may want to try this in-house, it is common to bring in freelance writers to handle this work.\n<\/p>\n<p>Guest blogger Mitt Ray writes on the website <a href=\"http:\/\/www.makealivingwriting.com\/white-papers\/\" target=\"_blank\" rel=\"noopener\">Make a Living Writing<\/a>: \u201cA white paper is a cross between a magazine article and a corporate brochure.\u201d A white paper may be 3000\u20135000 words long and contain helpful diagrams or illustrations. It should be based on well-established facts and arguments like a well-researched journal article. And white papers should last; when done well they should cover material that can be used for a couple of years. White papers that are interesting and informative will point people to your business.\n<\/p>\n<h2><span id=\"conclusion\">Conclusion<\/span><\/h2>\n<p>Just as IT professionals use a variety of tools in their work, marketing and public relations personnel have more than one way to communicate. Disseminating white papers is a common practice for technology companies to reach a particular audience. This targeted approach to technology buyers and technical managers has become a streamlined method in the broad field of content marketing. The continued use and broad presence of white papers gives credence to the idea that they remain a powerful way to grow your business in a competitive environment.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cNo one reads white papers for fun; they read them for work.\u201d So says the man who calls himself That White Paper Guy, Gordon Graham. White papers generally fit into a category of communication called content marketing. Some people have referred to it as \u201cgray literature\u201d because there is usually a slant toward the company [&hellip;]<\/p>\n","protected":false},"author":7866,"featured_media":49664,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[561,562],"tags":[],"category_partsoff":[],"class_list":["post-49663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-it-business-alignment","category-e-commerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.2 (Yoast SEO v24.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Reaching Potential Customers With White Papers - Techopedia<\/title>\n<meta name=\"description\" content=\"Crafted properly, a white paper can be an effective tool in any content marketing strategy.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reaching Potential Customers With White Papers\" \/>\n<meta property=\"og:description\" content=\"Crafted properly, a white paper can be an effective tool in any content marketing strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.techopedia.com\/reaching-potential-customers-with-white-papers\/2\/32414\" \/>\n<meta property=\"og:site_name\" content=\"Techopedia\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/techopedia\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-04-26T00:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.techopedia.com\/wp-content\/uploads\/2023\/02\/accessories-glasses-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1\" \/>\n\t<meta property=\"og:image:height\" content=\"1\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"David Scott Brown\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@techopedia\" \/>\n<meta name=\"twitter:site\" content=\"@techopedia\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David Scott Brown\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.techopedia.com\/reaching-potential-customers-with-white-papers\/2\/32414#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.techopedia.com\/reaching-potential-customers-with-white-papers\/2\/32414\"},\"author\":{\"name\":\"David Scott Brown\",\"@id\":\"https:\/\/www.techopedia.com\/#\/schema\/person\/5c5bacdfde3227942bf1789579d1f9e2\"},\"headline\":\"Reaching Potential Customers With White Papers\",\"datePublished\":\"2017-04-26T00:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.techopedia.com\/reaching-potential-customers-with-white-papers\/2\/32414\"},\"wordCount\":885,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.techopedia.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.techopedia.com\/reaching-potential-customers-with-white-papers\/2\/32414#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.techopedia.com\/wp-content\/uploads\/2023\/02\/accessories-glasses-1.jpg\",\"articleSection\":\"\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.techopedia.com\/reaching-potential-customers-with-white-papers\/2\/32414#respond\"]}],\"copyrightYear\":\"2017\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.techopedia.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.techopedia.com\/reaching-potential-customers-with-white-papers\/2\/32414\",\"url\":\"https:\/\/www.techopedia.com\/reaching-potential-customers-with-white-papers\/2\/32414\",\"name\":\"Reaching Potential Customers With White Papers - 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