A white paper (whitepaper) is an informational document, usually issued by a company or non-profit organization, to promote or highlight the features of a solution, product, or service. White papers are often written as sales and marketing documents used to entice or persuade potential customers to learn more about or purchase a particular product, service, technology, or methodology.
White papers
are designed to be used as a marketing tool before a sale, and not as a user
manual or other technical document developed to provide support to the user
after making a purchase.
The purpose
of a white paper is to promote a certain product, service, technology, or
methodology, and to influence current and prospective customers' decisions.
Many white papers are designed for B2B (business to business) marketing
purposes, such as between a manufacturer and a wholesaler, or between a
wholesaler and a retailer. The white paper is used to inform and persuade the
other company that a certain offering (such as a product or technology) is
superior for solving a particular business problem or addressing a certain
challenge.
In relation
to B2B marketing, there are three main types of white papers: backgrounders,
which explain the technical features of a particular offering; numbered lists,
which highlight tips or points regarding an offering; and problem/solution
white papers, which introduce an improved solution to a common business or technical
challenge.
White papers
differ from other marketing materials, such as brochures. While brochures and
other materials might be flashy and include obvious sales pitches, a white
paper is intended to provide persuasive and factual evidence that a particular
offering is a superior method of approaching or solving a problem or challenge.
In general, white papers are at least 2,500 words in length and are written in
a more academic style.
White papers
are also used for government purposes as a method of presenting government
policies and legislation and gauging public reaction.
White papers, the old way:
·
Delivered
via PDF
·
Not
interactive
·
No
tracking of views, consumption, and conversions
·
Can’t
be easily shared
·
Uses
ugly design or bad typography
·
Missing
or has poor illustrations
·
Appears
to be boring to a modern audience
·
Is
losing its perceived value
White papers, the new way:
·
Hosted
online
·
Interactive
and collects insights on your readers
·
Tracks
views, consumption, and conversions
·
Can
be shared easily
·
Are
well designed, with great typography
·
Uses
visually appealing illustrations that support the content
·
Maintains
the attention of a modern audience
·
Retains
high-perceived value
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