What’s the difference between a good white paper & one that’s not?
Good white papers:
- are written from the perspective of the reader; the reader comes away with actionable information or data & new insight
- set the context, but are succinct.
- are easily scanned (that is, they are a quick, informative read).
- point to “information” that is deep.
- make reference & point you to additional sources.
- spark spark: graphic images or mapping of new contexts & solutions, in your brain (ideas!).
- breed user confidence in the “author” agencies or companies.
- are an investment in future business & provide value because author organizations respect & value you & the future of your relationship.
Here is an example of an excellent white paper on SMMS management, published this month by Altimeter Group Jeremiah Owyang.
The collection & analysis of data is one of the costliest business functions. That is why ‘for the record’ banners so few newspapers & news wires. This is also true for the collection & analysis of BI, business intelligence. That is why it’s important to remember:
Good white papers are not
- about you; they’re about your clients & prospective customers
- last years’ term papers or simply the data/information you can “afford” to throw out
Good white papers
- communicate corporate knowledge, internally
- help to align constantly changing corporate strategies & research-driven advances that form the offensive bases for brand, identity, & product competition & increased market share in a globally dynamic marketplace
- are an integral & important part of your marketing strategy
- should be an important line item in your SEO & marketing budget plans