White Papers For Dummies

From White Papers For Dummies by Gordon Graham

White papers are the “king of content” that can help any B2B company build mindshare, generate leads, engage prospects, and undercut competitors. But to get powerful results, you need to use white papers effectively. Make sure to provide useful information that can help a business person understand an issue, solve a problem, or make a decision.

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:

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.
Headings: Use two sets of headings, big and bold; write active headings to help people skim, scan, and skip.
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.
Sidebars: Pull out nonessential side issues or lists and put them in a tinted box to keep readers focused on the main thread.
Tables: Present numbers, options, or lists in a table to save words and make information easier to digest.
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: