Whitepapers are prolific in the marketing sphere, but few marketers (digital or traditional) examine the true utility of whitepapers to their consumers. They are written to serve a purpose and do so often, but even in the wake of excellent engagement data, the creators and distributors of whitepapers are left to wonder just how useful the content really is.
But web content isn’t going anywhere. Over one billion blog posts have been written in the last year (counted from the date of the publishing of this blog post minus one year), and that only counts the content that has reached RSS feeds. Just keep multiplying that; there are countless web pages, emails, ads, and whitepapers written on top of that number, and even Forbes has touted the benefits of generating whitepapers for leads and engagement.
Whitepapers are here to stay, and we believe they may be closer to the well-rounded, deeply researched, and informative content you’ll see much more of in the future.
Where Did Whitepapers Come from?
The term white paper came into use less than a century ago in England. The earliest known example, the Churchill White Paper, was written in response to the Jaffa Riots in 1921, and it served as the basis of the original use of the term white paper, a government-issued document that made a firm suggestion for policy change based on thoroughly-researched evidence.
Only in the early 1990s did marketers begin using the term more broadly to define a document that combined logic with facts and statistics to build credibility or sway potential customers in the direction of purchase. As marketing in the digital realm became more prevalent during the maturation of the internet, so too did the usefulness of the whitepaper in bringing curious readers to businesses of which they had never heard before.
So Whitepapers Are a Modern Marketing Tool
Business-to-business (B2B) marketers use whitepapers most often as a means of generating web traffic, converting potential customers into leads, and generally engaging with real and potential customers who seek valuable information.
Largely, today’s whitepaper market is part of a concerted content marketing effort tied to search engine optimization (SEO). Businesses with a B2B target can authoritatively raise awareness of their services or products while simultaneously building brand awareness, thought leadership, lead volume, and overall value.
How Can We Use Whitepapers Today?
Since they are well-researched and authoritative, whitepapers make great incentives for users to convert to potential customers or clients on your website. We call this approach gating.
By requiring that interested customers provide their contact information in exchange for free and highly valuable content, you essentially build a gate around the content. The ticket to entry is usually just a few seconds of the customer’s time, but it could turn into a huge business opportunity for those companies who are quick with the follow-up.
You can do more than gate your content, though. Whitepapers are an incredible opportunity to gain clout in your industry. By drawing logical conclusions about your products and services based on peer-reviewed information that already exists, then publishing and promoting those conclusions in a whitepaper to leaders and influencers in the industry, you can get important voices resonating about your offerings.
As more businesses and curious consumers seek your content and find value in it, they will build that value for free by sharing your content and engaging with it. Plus, whitepapers are inherently more SEO friendly since they contain larger amounts of information-rich text that pleases both users and web crawlers.
So, yes, whitepapers are still useful and will absolutely be so in the future. In fact, it’s most likely that, as voice search technology and machine learning become more prevalent, whitepapers will become the go-to standard for outputting valuable web content. Get those fingers ready for typing, marketers.
We’ve written stacks of whitepapers for our clients and would be happy to help you, too. Talk to us about our content offerings today!