August 25,2015

White paper as a marketing tool

Getting Started with White Paper Marketing

Bill Gates once said: “If your business is not on the internet, then your business will be out of business”. It’s true. But tell me who nowadays don’t have business online? Even local grocery store preferably has it’s own website with products placed there and with delivery in addition. We are living in 21th century, when grannies have last flagship models of smartphones. When they want to find out what time is it now, they don’t need a watch on their wrists anymore. But the situation isn’t as simple in business world as in consumer.

Business needs to be heard

Having a good idea for your startup isn’t enough to become successful. For example, you are a good web designer and you have an idea not only to make designs, but also to promote new businesses online. In order to bring this idea to life, you will need a team of developers and marketers. But how can you show to other people that you are professionals in IT field? Here is when  white paper comes to rescue. It is a new way to introduce to the customers what are you capable of and why they have to hire exactly your company. As a marketing tool, white papers use selected facts and logical arguments to build a case favorable to the company sponsoring the document. There are three types of white papers: backgrounder, numbered list and problem/solution. Every type of white paper serves its own purpose.

Churchill white paper

A little bit of history of white paper. It is originated with the British government, and many point to the Churchill White Paper of 1922 as the earliest well-known example under this name. In British government it is usually the less extensive version of the so-called “blue book”, both terms being derived from the colour of the document’s cover. White Papers are a “… tool of participatory democracy … not [an] unalterable policy commitment”. White Papers have tried to perform the dual role of presenting firm government policies while at the same time inviting opinions upon them. Now, there is no political undertone as it was once in early 19th. Since the early 1990s, the term “white paper” has been applied to documents used as marketing or sales tools in business.

Who makes white papers

There are a lot of companies, which could create such a thing. Furthermore, marketers in Kyiv and all over the world, create a huge amount of content for promotion purposes that you can’t even count. From day to day they work hard to present the company in the best possible light.

Source –