What Role Do White Papers Play in Content Marketing and Are They Really Worth the Investment?

The Content Marketing Institute reports that 61% of B2B content marketers use white papers, and 57% consider them an effective marketing tool. When done right, they need a good amount of time and resources, which is why many companies choose to hire a content agency for help.

What is a white paper?

Traditionally, these documents were a way for governments to introduce policies while at the same time, inviting opinions from democratic society. The Churchill White Paper of 1922 is thought to be the first white paper created. These days, the term has been adapted to suit the digital realm, but the premise remains the same. Personally, I like this simple description from Wiki:

‘Awhite paper is an authoritative report or guide helping readers understand an issue, solve a problem, or make a decision“.

Where do they work in the sales funnel?

They tend to work best towards the bottom of the sales funnel, in the consideration and purchase stages. They can be extremely powerful in helping to move people along buying cycles that are lengthy and complex such as in the technology sector.

What do the journalists think?

Our journalists spend hours and hours researching and writing white papers for customers so, in this week’s ‘Ask The Journalists’, I ask them if they think the investment is worth it:

Sean McGrath

White papers are so much more than marketing collateral. Of course, they serve a purpose in a marketing capacity, but that is not the be-all and end-all. As a business, regardless of industry or size, you are in a unique position to offer key insight into your area of expertise. White papers offer a platform for you to share this knowledge and propel your organisation from a mere business to a thought leader.

Not only that, but they offer a way for customers and potential customers to engage with you and your brand. Of course, you can get by without them, but in a world where competition is fierce and customers gravitate towards the very best, why would you?

Pablo Smithson

A whitepaper gives you the opportunity to really show you know your stuff. This is not only great for building trust with potential customers by proving you are an expert, it can also be a hugely valuable resource for the reader, particularly for someone who is preparing to make a purchase and wants in-depth information on that topic before going ahead. Your whitepaper may be impressing someone figuratively heading for the checkout.

Elizabeth Smythe

Whitepapers really create a sense of authority on a subject, positioning you as knowledgeable, credible and a leader in your field. This is content at the next level; serious, well-researched even scholarly stuff. It also demonstrates that you can produce an array of content.

Laura Varley

Whitepapers give you huge scope to tackle a complicated subject, without skimping on the details. They’re also are a great way of showing people that you are the expert in your industry. This in turn creates brand loyalty – who else would a customer turn to if they know everything there is to know? Moreover, if you release whitepapers on a fairly regular basis, those customers have a reason to return to your website every month.

It goes without saying that they’re not ideal for all industries, but if you’ve got a big subject to cover, it’s a great way to create a really useful resource for your customers and give your brand authority.

Ashley Curtis

For methodical, analytical readers, a white paper can be the perfect type of content. Generally seen as a form of content solely focused on B2B audiences, a white paper’s authoritative, credible nature makes it ideal for targeting executives, managers and decision makers. However, it tends to be far too complex for B2C audiences who may prefer something more visual and easy-to-read, like an infographic.

They are certainly worth an investment for B2B companies looking for content to support their buying process. A white paper requires more than just a simple skim read and is an ideal medium for audiences genuinely considering your product or service.

Graeme Parton

At certain stages of the buying cycle, businesses need to demonstrate their industry authority – thought-leadership is crucial. This is where white papers come in particularly handy as they give you the chance to educate and inform your target audience in the appropriate areas. White papers can be extremely cost-effective too – just remember to choose relevant topics and avoid being promotional.

Dai Howells

Whitepapers may involve a huge time (and possibly financial) outlay but the potential rewards certainly make up for it. Not only is there an SEO benefit to having long-form content on your site, an in-depth article that fully answers a question that users have will establish any business as a thought leader. Something meaty like a whitepaper can play a huge role in the buying cycle, turning prospects into customers.

Download our social media white paper

To see an example of a white paper, download our Social Media White Paper – you’ll also pick up some great tips about how to overcome the five biggest social media challenges that marketing managers face.

Join us in a fortnight’s time for another ‘Ask The Journalists’.