Posted in Marketing and Strategy Terms, Total Reads: 520
Definition: White Paper
A white paper is an authoritative guide or report which helps readers understand a concern, solve a problem, or make a decision. The two main spheres that make use of white papers are government and business-to-business (B2B) marketing.
In B2B marketing, white papers contain long-form content which is used to promote the product offering of a specific company. As a sales and marketing tool, these papers help salesmen in using selected facts and logical arguments to create a good pitch to customers. Thus, the functions of this tool are generating sales leads, making a business case, establishing thought leadership, and persuading prospective customers, channel partners, journalists and investors.
In digital marketing, white papers are considered as a form of content marketing. They help in generating significant goodwill and deep interest in a company’s goods and services. Providing free white papers online for download allow companies to reach customers who may not have considered the company otherwise. Further, the readers would accept the claims in the white papers more readily because of their formal, research-driven approach.