The Ultimate Guide to GDPR Compliance », « The method to attract new customers », « 20 tips to improve your professional social networks »… You have certainly come across these hard-hitting titles while scouring the web. What are white papers really? And what is their usefulness for the creators as well as for the Internet users who download them? The editorial staff of Futura looked into the question…

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In a daily life overwhelmed by information overload, many professionals struggle to find reliable and comprehensive resources to go further in their area of ​​expertise. This is the whole attraction of White Book : totally free B2B practical guides that are popping up all over the web.

White papers are often free to download with an email address. These are not pads advertisers. But this increasingly common practice allows their creators to derive benefits, both promotionally and financially. Available on computer, on Tablet and even on smart phonethese documents PDF Format for the most part are intended for prospects, customers or a community. With the need to fill in an email address and then download, choosing the white paper can be more engaging than a blog post. In addition, its more complete format offers the possibility of exploiting the full potential of a theme.

Benefits for both creators and readers

From the creator’s side, the white paper has several advantages. But it is above all the visibility actions that he will put in place to promote his white paper that will make it possible to achieve the desired objectives:

  • promote its services, products or online training;
  • expand its e-mail list for all its e-mailing marketing actions;
  • obtain qualitative contacts or increase the number of prospects;
  • establish its position as an expert in its field of activity;
  • boost its brand image;
  • establish a relationship of trust with its readers.

And for people who download this white paper, the benefits are also multiple:

  • have a free training support, which can make you want to buy more detailed training afterwards;
  • benefit from the experience or advice of an expert in a field that interests him;
  • enrich its knowledge personal;
  • collect information that can be used in the context of professional.

Who can create white papers?

Everybody ! You don’t have to be a writer to start designing a white paper for your peers. However, remember that to prevent your white paper from ending up in oblivion, it is necessary to think of a promotion strategy in parallel.

Is your field of activity evolving? Have you found a trending theme? The first step is to find a treatment angle that will meet the needs of your clients or colleagues. To inspire, Internet is a goldmine. On the groups of social networks or on specialized blogs, you have the opportunity to find out about current issues. And these topics will allow you to bounce back and offer concrete solutions or leads.

On to the writing! Difficult to lay the first lines but, with a well detailed plan, you will see that the inspiration will come by itself, or almost. Do not hesitate to complete your statement by seeking the opinion of other experts or by relying on reliable figures and sources. To keep your position as an expert, it is essential to transmit reliable data. Finally, we also advise you not to adopt an overly commercial tone. Even if the purpose of the white paper is to strengthen your brand image, an “overly salesman” speech could slow down more than one…

Don’t skimp on form

Keep in mind that the white paper (even if it is dematerialized) looks like a classic book. Chapters, airy layout, impeccable spelling, illustrations, photos or diagrams…

Finally, depending on the topic covered, you will surely have to consider updating your document. Some areas are constantly developing. Take the example of theartificial intelligence. Not a day goes by without new advances changing its application in our daily life. In this case, outdated information could drastically reduce the number of downloads. By updating your subject or proposing new versions of your white paper, you ensure that you maintain expert status. And you multiply your chances of converting your readers into customers!

Real compendiums of knowledge, these digital resources help professionals in their practice, guide them in their decision-making and advise them in their daily use.

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