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10 Tips for Effectively Using Whitepapers

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mfbertozzi
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Re: Whitepapers can engage by applying all media
mfbertozzi   7/9/2012 8:31:14 AM
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Well, speaking for myself, according to Ford's editorial, whitepaper is in pole, but the battle involving paper or media depends on the task and the original scope from end users for example. If you have to study or if you have to learn or if you have to teach, paper is absolutely necessary, become humans work by store&forward paradigm, instead of cut-through. If you have to listen to some news, video-media could be enough, because it brings a bit of info just for the time slot needed.

anandvy
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Re: Whitepapers can engage by applying all media
anandvy   7/9/2012 3:01:00 AM
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White papers can be rich media documents, not just text only.

@Ford, that is a very interesting concept. To be frank I havent come across any such white paper which uses rich media content.  But I am sure rich media content in white paper will make it more interesting for the end user.

t.alex
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Re: Whitepapers can engage by applying all media
t.alex   7/8/2012 8:56:54 PM
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Yeh why not. Would any company spend the effort to make a white paper with video ?

Ford Kanzler
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Whitepapers can engage by applying all media
Ford Kanzler   7/8/2012 2:52:49 PM
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It would be interesting hearing from people about their length preferences and also about the use of video as an aid to text or still images. White papers can be rich media documents, not just text only.

What do you think?

t.alex
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Re: Whitepapers should not turn into blank papers
t.alex   7/6/2012 8:55:58 PM
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I often look for white paper which typically provides concised summary of some new technology. Some are too lengthy and go into much technical depth. But most are mere marketing brochures in disguise. Typically a 2 to 3 page would be sufficient.

Ford Kanzler
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Re: Whitepapers should not turn into blank papers
Ford Kanzler   7/6/2012 8:30:32 PM
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Cryptoman - Thanks for your agreement. Bolaji, you bet the tool has and is being abused by tech marketers daily. Its almost as poorly applied as the news release. Self-publishing too often lacks reader-focused editorial direction that independent publications typically demand for any content.

The answer to Crypto's closing question is:

When marketers become aware that demonstrating expertise and providing informative content via a white paper or many other media formats, in fact, helps "sell stuff." A degree of communication subtlety often works far more effectively than full-frontal, blatant product promotion. Teaching wins over telling and a sales hype dressed as a white paper merely allienates the prospective customer.

Bolaji Ojo
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Re: Whitepapers should not turn into blank papers
Bolaji Ojo   7/6/2012 5:41:43 PM
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@Cryptoman, You summed it up nicely. If the White Paper isn't worth the readers' time, then don't give them. The whole idea has been abused but it can still work.

Cryptoman
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Whitepapers should not turn into blank papers
Cryptoman   7/6/2012 4:00:02 PM
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Coming from a technical background, I often find myself looking for whitepapers with the hope that I will get technical information. However, I have been disappointed with many white papers written by marketing and sales people that seriously falls short in meeting my expectations. Most of the time you access such whitepapers via web links that are indicated with an eye catching technical title. This is where the readers are intentionally mislead. The sales people know that the technical people will be looking for the technical title they have come up with and therefore that link will get many hits. However, it still does not deliver the content expected by the readers. Worse is that you often need to provide a valid e-mail address to be able to download such white papers. Therefore, while looking for a seemingly useful white paper, you not only end up with a blank paper in your hand in pdf format but your inbox starts to fill up with more spam messages because you had to give away your e-mail address!

I am much more cautious with whitepapers these days - especially with the ones that require an e-mail address before giving you access to information.

I think the tips for writing a useful white paper are all great but how many people will actually adhere to those useful guidelines when there is so much pressure on people to sell stuff?

 

 



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