Writing the white paper isn't enough. You also have to get it in the hands of the right people. In this video, see who the target audiences for white papers are; how to reach them; and how to engage them beyond the paper itself. Plus, learn how different products demand different approaches and result in different reading styles.
- Advertising and white papers…are obviously different in format and style.…One is long, the other, short.…One is sedate, the other, flashy.…One appeals to the eye, but the other, to the mind.…But there's also an important difference…in how they're used.…White papers are what is called inbound marketing,…while ads are outbound marketing.…Outbound marketing, as the name implies,…is stuff you send out into the world, like ads.…The targeting is somewhat spray and pray.…
You spray the message broadly…and pray that it hits the mark.…Outbound marketing is usually used for familiar items…of broad appeal, like consumer products.…Buyers don't need to be educated about the item,…so the marketing can be short and impactful,…appealing to the heart rather than the mind.…In inbound marketing,…you don't send a message out, as with an ad.…Instead, you make useful information available…to entice people to come to you.…Your white paper is that useful information.…
Inbound marketing reaches fewer people,…but the people it reaches are motivated.…
- Describe the benefits of studying examples of white papers in your field before writing one.
- Cite the rules for using graphics in a white paper.
- Explain the different parts of a white paper.
- Cite how to incorporate outside materials into a white paper.
- Recall the protocol for quoting someone in a white paper.