Why the misuse and overuse of white papers is causing companies to rename their popular content marketing tool, and why this may not be a bad idea.
You’ll find white papers on the Resources page of any well-known brand. White papers are often published by companies that offer complex, innovative, or expensive solutions. They may also publish case studies, ebooks, and technical reports.
I give a big thumbs-up to valuing the content marketing power of a whitepaper. Once I download and read, however, my copywriting satisfaction can disappear as quickly as a windfall in the casino. The quality of execution can be astounding, but not always in a positive way.
There are no rules that define a “white paper”, and you won’t be contacted by any government agency for calling a cheat sheet a “white paper”. What’s the issue?
Gordon Graham, aka That White Paper Guy, says: “The problem with the term ‘white paper’ is that it has become overused. It can refer to anything between a 2-page brochure and a 100-page tome. “Most white papers aren’t well-done.”
You may no longer call your whitepaper a whitepaper because of the overuse or misuse.
What do you call this instead?
Industry familiarity is important.
Priorities first. It’s probably not a good idea to rename your white paper just because you are tired of it or want to be different. We humans tend to prefer the familiar over the unusual.
Ask any brand manager if consumers tend to choose the familiar brand. Then ask yourself if you would be willing to switch to a brand you have never heard of or tried.
If your industry knows the term, and your whitepapers are downloaded and generating new leads, I suggest you leave it alone. Do not fix something that isn’t broken. As long as your target audience is satisfied with the white papers you produce, everything will be fine in marketing.
You may choose a different name in less familiar markets.
Other names for white papers
If you decide to rename the white paper, you have several options. Below are some suggestions made by Gordon Graham and others. I have expanded on their differences and added my suggestions at the end.
- Research Report – Emphasises data-driven content
- – Suggestions for a thorough investigation
- Executive Summary
- – Appeal to top decision makers
- – Provides concise and strategic information
- Industry briefing
- – Positions document as timely and pertinent
- Insider information is suggested
- Special Report
- – Creates an air of exclusivity and importance
- The term is used to describe a variety of formats
- Market Overview
- Ideal for industry trend analysis documents
- – Suggestions for a wider perspective
- Guide
- – Indicates a step-by-step approach to the information
- – Appeal to mid-level staff and consumers
- Technical Document
- – Signals: In-depth technical analysis of a service or product
- – Perfect for people who use technology every day
Real-life example for a B2C Guide: When I was asked to create a guide about cataract surgery, I chose to call it that instead. I thought that many of the readers would either not know what a “white paper” is or be turned off by it. My client agreed. Download the complete white paper by clicking here.
Choose the right term for your white paper.
These terms can be used to describe a document that is intended for pre-sales, which is a whitepaper. When deciding on a new name, consider the context that each term conveys. When renaming white papers, the rule of thumb is always to consider your audience.
It is important to match your terminology with the expectations of your industry. Are you unsure whether to choose a technical document or an executive summary? Match your level of familiarity with the audience. Technical papers are aimed at engineers, while executive overviews are aimed at C-suite executives.
Avoid using the term “positions papers” as it is mostly used in politics, academia and law. I would also discourage using the term “ultimate guides.” I think that ultimate guides suggest more of a whitepaper than an ebook.
Are you unsure of the differences between a whitepaper and an ebook? Click here to read my article: Ebooks or White Papers: Which is best for your company? This article explains everything.
Prioritise substance before terminology.
It’s a cliché, but it’s true: content is king. Although there are good reasons to rename your white papers at times, you should never forget about compelling titles and persuasive content. Here is a quick reminder of the best practices when creating white papers:
- Style and Layout
- Be heavy on text, but light on graphics
- Use a neutral tone and write in the third person
- Create a title that is engaging and identifies your target audience
- Structure for Problem-Solutions
- Identify common industry challenges
- Present well-researched solutions
- Don’t mention the product before the last page
- Data-Driven Approach
- Include credible statistics and a case study
- Support arguments with logical reasoning
- Benefits, not features, should be the focus of discussion
- A Modest Attitude and Pre-Sales Focus
- Position as an educational position rather than a promotional one
- Build trust and thought leadership
- Don’t wax poetic about your business
The conclusion of the article is:
Alternative names for thought leadership content can differentiate it in crowded markets. Whatever you choose, be sure that it meets the expectations of your readers. The quality and relevance will always be more important than the title you choose.
