What are the differences in the white paper?
Posted: Mon Jan 20, 2025 10:32 am
The white paper is one of the formats offered within the content strategy . Just as there are audiovisual possibilities such as exclusive video classes, tutorials, podcasts and webinars, the white paper is included in visual content such as blog posts, infographics and e-books. The main difference of this material is its more in-depth nature on a given subject.
While a blog article is light and, in order to be eye-catching, presents the subject in a superficial and relaxed way, a white paper has more serious content, presenting technical characteristics about a topic. To achieve this, it is common to use research, balancing the depth with a well-resolved layout that is attractive to the persona.
Also similar to a technical manual, a white paper needs to medical practice email list be highly relevant, capturing the reader's attention from beginning to end. The size of this material is usually closer to an e-book and the main stage of the sales funnel in which it is used is the decision stage.
The idea behind this material is to capture potential leads that don't convert. In a wine e-commerce site, for example, a white paper with studies on the trend of organic and alternative wines could be used as content for someone who added similar products to their cart but didn't complete the purchase.
Although text content is very similar, it is used for different purposes and therefore has unique characteristics. Check out the main ones in the white paper.
Objectivity
Another trend in content marketing , guides are very similar to white papers. This is because they are longer pieces of content that explore a specific topic, trying to offer the reader the greatest amount of information. However, in the case of a white paper, the goal is not to create a relationship with the persona, but rather to provide knowledge about something specific. Therefore, it is a straight-to-the-point piece of content.
Depth
When thinking about the point in the sales funnel where the white paper is used (purchase decision), it is easy to understand another difference in the material: depth. Like other advanced content, the idea is to promote rich material that helps the consumer understand the value of the service or product offered. The difference, in this case, is that the white paper is based mainly on studies, words from experts and technical views.
Technical language
It is necessary to have in-depth knowledge and authority to write a white paper. This is not a material that concerns itself with whether technical terms will be understood or whether the reports presented will be easily understood. This does not mean that to develop such content it is necessary to adopt difficult words or complex schemes.
While a blog article is light and, in order to be eye-catching, presents the subject in a superficial and relaxed way, a white paper has more serious content, presenting technical characteristics about a topic. To achieve this, it is common to use research, balancing the depth with a well-resolved layout that is attractive to the persona.
Also similar to a technical manual, a white paper needs to medical practice email list be highly relevant, capturing the reader's attention from beginning to end. The size of this material is usually closer to an e-book and the main stage of the sales funnel in which it is used is the decision stage.
The idea behind this material is to capture potential leads that don't convert. In a wine e-commerce site, for example, a white paper with studies on the trend of organic and alternative wines could be used as content for someone who added similar products to their cart but didn't complete the purchase.
Although text content is very similar, it is used for different purposes and therefore has unique characteristics. Check out the main ones in the white paper.
Objectivity
Another trend in content marketing , guides are very similar to white papers. This is because they are longer pieces of content that explore a specific topic, trying to offer the reader the greatest amount of information. However, in the case of a white paper, the goal is not to create a relationship with the persona, but rather to provide knowledge about something specific. Therefore, it is a straight-to-the-point piece of content.
Depth
When thinking about the point in the sales funnel where the white paper is used (purchase decision), it is easy to understand another difference in the material: depth. Like other advanced content, the idea is to promote rich material that helps the consumer understand the value of the service or product offered. The difference, in this case, is that the white paper is based mainly on studies, words from experts and technical views.
Technical language
It is necessary to have in-depth knowledge and authority to write a white paper. This is not a material that concerns itself with whether technical terms will be understood or whether the reports presented will be easily understood. This does not mean that to develop such content it is necessary to adopt difficult words or complex schemes.