White Paper (ebook): how to use it in marketing

White paper is an electronic book (brochure) in PDF format. As a rule, the length of such a brochure does not exceed 30 pages. The company uploads such a brochure with valuable information to its website without advertising for the target audience for free distribution. The white paper focuses on solving a specific problem of the audience. Modern counterparts are called ebooks and may have a more friendly style and colorful design, but in essence they do not differ from classic white papers. A white paper helps a customer make an informed decision about your product or business. To date, white papers remain largely underestimated in Ukraine.

What is it for?

Does it really make sense to distribute something for customers without paying for it? Absolutely! Despite the free distribution, white papers make sense for businesses for several reasons:

Attracting the attention of new site visitors by providing valuable content and a basis for dialog.
Converting visitors into potential customers by allowing them to leave their contact information to receive a document.
Popularity and virality in the presence of interesting and useful content that increases traffic and recognition.

White papers help to inform customers about the company’s uniqueness and advantages, and simplify cooperation. They are especially relevant in the era of independent information search by customers before contacting sellers.

Vivid examples of White Paper

The White Paper on Bitcoin, the world’s most popular cryptocurrency, was written in 2008.
“Unleashing the Ideavirus by Seth Godin is the most popular e-book in the world, and now it is available in paperback and translated into 10 languages.
The White Paper of the Foreign Intelligence Service of Ukraine, a unique case, a white paper of a state institution.

According to TechTarget’s research, 66% of customers read a company’s white paper before purchasing technology products and services.

Conclusion.

A white paper can be considered a free document that contains useful information without being promotional. It is usually available in PDF format and ranges from 5 to 30 pages in length, hosted on a website for download.

The main purpose of creating a white paper is to establish the first contact with the target audience, turn it into a lead magnet, and provide potential customers with information about a product or service that solves a specific problem.

A white paper helps prepare the client to start communicating with the company, helps to understand the subject matter of the products and services it provides, and gives an understanding of the value of the products and services offered by your company.