One of the marketing terms that you need to know is the whitepaper. The whitepaper is an important element in marketing public relations for many companies. Not every company uses the whitepaper, but those who have something important to say may opt to do so through this medium. In this article, we will be covering the whitepaper in detail including some tips on how to create a good one.
The whitepaper is traditionally a document written on a complex issue concerning an organization determining the organization’s view on that particular issue, and considered to be the authoritative source on that view. The whitepaper started as a British term the referred to papers published by the British government.
However, the term is now used in business-to-business marketing to describe a company’s products and services, traditionally used to highlight facts, figures, statistics and research studies that back up or point to a company’s dominance in a particular area. For example, a whitepaper may be used to list all of the various research that has gone into testing a product from a pharmaceutical company. They are usually meant for in-depth study of products and services and stand out in stark contrast to more traditional marketing materials that are generally colorful and attractive; and consumer friendly.
There are several variations on color theme that are related to the whitepaper. These are important to understand, because the differences apply to various commercial purposes.
Let’s take a look at the three main types of commercial whitepapers. The first is what is called a background whitepaper. This background whitepaper is probably what most people think of when they think about a whitepaper. This paper presents technical or other benefits that are being offered by a company, or a specific product or service from that company. Generally, this type of whitepaper is used during a product launch or to promote a company’s products effectively.
Another type of whitepaper is called the bullet point whitepaper. Like the name suggests, this type of whitepaper presents points in a series of bullet points. These may be questions, tips, benefits or anything that supports a company’s products or services. They may be quite general, or they might be specifically related to a particular issue. These are sometimes used to compare one company’s products or services with a competitor’s.
Finally, there is the problem-solution whitepaper. This is a business document that is intended to convince, usually used in B2B-type presentations, and presents a common problem that most businesses – or most businesses within a particular industry – experience on a regular basis, followed by a new solution that the business might not have considered before. This is one of the preferred ways to present information to shareholders, as well as gather leads within the B2B industry.
Let’s look at what the experts have to say about making your whitepaper better. Here are five tips that are going to help you create a winning whitepaper, no matter which specific type you are using.
The whitepaper is a professional document that is intended to present detailed product information, research, technical specifications or more. There are three variants in addition to the whitepaper: the green paper, the blue paper and the yellow paper. There are also some variations when it comes to whitepapers: the background whitepaper, the bullet point whitepaper and the problem-solution whitepaper. Some of the tips experts recommend when it comes to creating a whitepaper include choosing the right topic, creating a great introduction, being descriptive, writing with value in mind and organizing your whitepaper, writing it and then revising carefully to present the best one possible.