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:
Ā·
Delivered
via PDF
Ā·
Not
interactive
Ā·
No
tracking of views, consumption, and conversions
Ā·
Canāt
be easily shared
Ā·
Uses
ugly design or bad typography
Ā·
Missing
or has poor illustrations
Ā·
Appears
to be boring to a modern audience
Ā·
Is
losing its perceived value
White papers, the new way:
Ā·
Hosted
online
Ā·
Interactive
and collects insights on your readers
Ā·
Tracks
views, consumption, and conversions
Ā·
Can
be shared easily
Ā·
Are
well designed, with great typography
Ā·
Uses
visually appealing illustrations that support the content
Ā·
Maintains
the attention of a modern audience
Ā·
Retains
high-perceived value
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