For white papers, there are two basic strategies. An “Influencer” white paper advocates a certain product or service, and focuses on the benefits that the customer receives from using it. The underlying message is, “Oh, by the way, our company has these products or services available.”
An “Overview” white paper provides detailed information about your company’s specific approach to a solution. The underlying message is, “Here’s what to expect when you work with us.”
White papers are often targeted to specific audiences:
- Executive White Papers are targeted to business executives. They can be short (5-7 pages), focusing on one specific benefit. Or they can be longer (8-10 pages), emphasizing multiple benefits (e.g. safety, lower TCO, improved productivity) of a technology or solution.
- An Engineers’ White Paper is targeted to engineers, operations managers, etc. These white papers are usually longer (11-15 pages), and include more detailed technical information about how a product or service works.
Which one should you use? It depends on your goals, and where the customer is in the buying process. You use an “Influencer” white paper when you want to influence a potential customer to contact your company. You use an “Overview” white paper when the customer is seriously evaluating your company as a possible solution provider, and you want to show them how your company tackles a problem.
But all types of white papers have one thing in common. To be effective, they must be well-written, so that your reader will recognize and understand the expertise that your company provides.