A whitepaper is a technical information document that explains in detail a problem and its possible solutions. The goal of a whitepaper is to provide the reader with an in-depth understanding of a topic or industry and to establish oneself as an expert in a particular field. The design of a white paper varies depending on the type and subject matter, but a clear structure, technical correctness, and an attractive visual design are of great importance.
Use of whitepapers in online marketing
In online marketing, whitepapers are often used as a form of content marketing to highlight a company's credibility and expertise. Their primary purpose is to impart knowledge rather than to promote sales directly. By providing potential customers with sound information, the company generates trust and can achieve an expert positioning.
Whitepapers are often made available as a download offer on a company's own website in order to generate leads or to establish or deepen existing customer relationships. As a rule, the whitepapers are only offered in return for an action on the part of the user, such as the provision of an e-mail address or the exchange of personal information.
Elements of a white paper
The main components of a white paper are:
- Title: The title should arouse curiosity about the content and be relevant to the chosen topic.
- Introduction: The introduction gives an insight into the subject and shows which problems the whitepaper will solve.
- Problem description: The focus is on explaining the problem and creating awareness of the challenges facing the industry or topic.
- Solution approaches: Here, possible solutions to the problem described are presented and discussed. The focus is on the expertise and results of the company or author.
- Summary: A brief summary of the white paper's key points should leave a lasting impression.
The language of a white paper should be clear and understandable, with technical terms explained to allow a wide audience to access the content.