ELEKTRONIKPRAXIS column: Part 020: How to do internet marketing with white papers

The term white paper refers to valuable information in the form of a technical treatise, product description with application example(s). The 10 to 30-page PDF files are ideal for marketing products, solutions and technologies that require explanation.

White papers are particularly suitable for companies in the software, IT and electronics sectors. This is because they can be used to optimise the marketing of products, concepts and technologies that require explanation.

White papers are almost always published as PDF downloads. The documents are then made available online for download on the company website or a thematically relevant internet portal. They are around 10 to 30 pages long, rarely more, even when complex issues are presented. After all, the addressees should be able to read the document easily despite the high density of information - and in the best case, they should be happy to pass it on.

This is exactly where the marketing of white papers comes in: they should not only be read, but also be found more easily by search engines.

White papers always offer readers concrete value with sufficient detail to solve problems, give good advice and often serve as a basis for decisions so that readers buy the right products and services.

Do without advertising

Of course, your own company and your products and services will feature in such a white paper - but not in direct marketing, but as part of the solution. Offer solid arguments and show the advantages of your solution - and embed them in facts that are convincing. After all, your readers are not stupid and would recognise it immediately if it only contained marketing blah-blah. White paper marketing serves to orientate readers and should help them to take the right approach to a problem. Be the right contact person!

Choose the right approach

Who are you writing a white paper for? Just imagine giving a technician information that is actually suitable for decision-makers, or giving a decision-maker too much technical information in a language that they understand very little. It is precisely this approach that is so important when planning a white paper.

A distinction is made in the literature between different types of white paper:

• Technical White Papers are written for professionals such as engineers and experts and therefore contain very precise descriptions of new or fundamental technologies, standards or processes. Technical white papers are particularly suitable for the trade press (you are holding one of these in your hands right now!)
• The purpose of solution white papers is to offer decision-makers solutions that they can then implement in their organisation. They are usually simply written, often show best practice examples and invite communication.
• Strategic White Papers help readers to decide on a strategy that can be optimally implemented with the solutions presented by the company that produces the White Paper.

In practice, of course, there are mixed forms - especially in the B2B sector, technical and strategic white papers often cannot be clearly separated.

Here you will find tips and tricks for creating a white paper.