Why White Papers Make for Great Marketing Collateral
If there has been one constant in the ever-transient paradigm of marketing on the Internet, it is that “content” is the key to attract a steady stream of the uninitiated as well the converts.
What kinds of specific content serve that purpose cost-effectively keeps the grey cells of those with an interest in content and marketing functional.
There are some obvious advantages to creating and using high-quality white papers as part of a company’s marketing mix (apart from the $40 million evidence presented by the takeover of white paper aggregator BitPipe by TechTarget some time back):
Additional content on the company's Web site : If you are not in the business of aggregating or publishing proprietary content (like a news site, for example), keeping a site fresh with some new content on a regular basis is a constant challenge. Here, white papers can add a bit of depth and variety to your Web site content. You can either write these yourself, or commission a third party to produce it for you; and the benefits of having additional relevant content are fairly well documented.
Ease of distribution : White papers can be easily distributed for almost no cost to the organization. Readers of white papers are more likely to pass along the document to their colleagues or friends. How often does one hear of regular ads or other marketing collateral being circulated? Moreover, there are a number of white paper aggregators around that would be happy to list your white paper for free. In such cases, you are only paying for the creative and distribution service (if doing it through a PR firm). But unlike traditional online advertising, you are not paying for the real estate as well. The advantages of having the links to the white paper and to your site are quite obvious.
Format : The format of preparing a white paper is fairly simple, and therefore the turnaround time can be much faster. Typically, white papers don't go through numerous cycles of "I think that picture should be moved to this corner" and "the brand is not prominently displayed" kind of critical review sessions. With most other collateral, brevity is another constraint that one has to contend with.
Perception : There is a perception (rightly or wrongly) that white papers are absolutely objective and factual, almost like scientific papers published in peer-reviewed journals. A certain academic weight and bent is placed on a white paper, and specifically for that reason white papers should be used for marketing sparingly and intelligently.
PR value : A white paper is treated as content and not advertising. Editors are most likely to include quotes from white papers; you can bet they don't write about ads.
The White Paper Don'ts
Once you decide to produce white papers, some basic cautionary steps need to be exercised to ensure that their effectiveness is not diluted:
When getting down to actually creating the white paper—after completing the prerequisites such as defining the objective, the scope and the timeframe—consider two aspects of the white paper, “physical” and “intellectual.”
Aim to keep the length of the paper to less than 20 pages, though some others recommend not more than 10 or 12. (The figure 20 is not based on a scientific study, but purely on anecdotal evidence and observation.) While the length has to be determined by the extent of detail you feel is necessary to successfully communicate the message of the paper, remember that with each page the challenge to keep the reader engaged mounts.
Relevant visuals—schematic diagrams or graphs and charts—undoubtedly have to be mixed with the text. However, many organizations begin their white papers with rather esoteric visuals that are an attempt to trigger curiosity and interest. But from a white paper reader's perspective (and especially those from a cost-conscious small company), these graphics do nothing more than add to the number of pages to print and are therefore an avoidable cost.
The file size is another key factor, which is of course dependent on the two factors mentioned above. Keep it light, as a heavy file could potentially kill one of the key advantages of white papers—the distribution (or email pass-ons). People don't want to be receiving and risk sending too heavy a file.
The content of the white paper, which I call the “intellectual” attributes, ultimately dictates its success in meeting your objectives.
At a very broad level, a white paper is a document about a phenomenon change, from a problem state in the present to the problem-less state in the future, and therefore it can be structured as follows:
– By Manoj Aravindakshan
Manoj Aravindakshan is a Singapore SEO & Content Marketing Consultant, with over 15 years’ experience in the field of digital marketing & content creation for web traffic acquisition and lead generation. He is also the founder of On Target Media, a top Singapore SEO agency that provides a suite of web content writing services. If you are interested in discussing a content marketing strategy for better SEO results, contact us today!
This article was originally published by MarketingProfs.com.
Hitting the bulls-eye with SEO: Interview with Manoj Aravindakshan, Founder, On Target Media, Singapore
This interview was originally published in 2008 by Mediabuzz, which publishes Asian eMarketing newsletter. We re-produce this now because a lot of the aspects mentioned inRead More
Understanding the intersection of organic search results and paid search advertising
We have often been asked by our search engine optimisation (SEO) clients on whether there would be any improvement in their ranking on natural search results ifthey did Pay Per Click (PPC) search advertising as well.Read More
B2B Online Asia focused on B2B marketing to be held in Singapore
A conference exclusively focused on B2B marketing, B2B Online Asia, will be held at the Novotel Clarke Quay, on October 17-18, 2018. The first edition of this event will bring together over 100 senior marketing pros from Singapore and other parts of Asia to discuss...Read More
The triumph of (quality) content
The cliche 'content is king' needs to change to reflect the truth that quality content is king, says Singapore Search Marketing Consultant & Content Strategist Manoj Aravindakshan. He cites three different examples from the world of print, broadcast and digital media to prove the point.Read More
The five attributes of SEO-friendly content
Singapore SEO & Content Marketing Consultant Manoj Aravindakshan lists the 5 key attributes of SEO-friendly content i.e. content that has the greatest probability of reaching to the top of Google’s search results. Remember the acronym ‘FOCAL’ he says: .Read More
Top SEO mistakes to avoid
While many SEO pros would like you to believe that it is a perfect science with accurately predictable outcomes for every action, I contend that it is an iterative process...Read More
On Target to conduct full-day training workshop on "B2B Lead Generation with Search & Content Marketing"
Content & search marketing company On Target Media & Marketing, is organizing a full-day training workshop focused on business-to-business lead generation using search engine...Read More
See articles on
Can we help you ?
Let us be your outsourcing partner for all your content, marketing and web design needs.