{"id":12792,"date":"2022-04-29T09:00:40","date_gmt":"2022-04-29T13:00:40","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=12792"},"modified":"2023-02-25T23:21:31","modified_gmt":"2023-02-26T04:21:31","slug":"white-paper-world-3-april-2022","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/white-paper-world-3-april-2022\/","title":{"rendered":"White Paper World 3: April 2022"},"content":{"rendered":"
<\/p>\n
When I first started writing white papers 25 years ago, I looked all over for an FAQ. When I couldn\u2019t find any, I decided to write one myself.<\/p>\n
<\/a><\/p>\n Over the years, I’ve kept adding to it.<\/p>\n Today my White Paper FAQ<\/strong>\u00a0is undoubtedly the biggest and most definitive FAQ on white papers.<\/p>\n Whether you\u2019re a B2B marketer or writer, I hope it helps you understand white papers better.<\/p>\n I’ve just finished updating and expanding it to cover a grand total of 36 questions.<\/p>\n <\/p>\n If you’ve never visited the White Paper FAQ, you can undoubtedly find the answers to a few things you’ve been wondering about.<\/p>\n You can see it here:\u00a0https:\/\/thatwhitepaperguy.com\/white-paper-faq<\/a><\/p>\n <\/p>\n <\/a> As you may know, NetLine is a B2B IT content syndication service owned by Informa PLC<\/strong>.<\/p>\n Based in London, Informa is a sprawling company that runs publications, sponsors events, and does research.<\/p>\n The same company now owns the Content Marketing Institute<\/strong>.<\/p>\n NetLine’s report is based on analyzing the 4.6 million B2B leads generated by its content in 2021.<\/p>\n <\/p>\n Here are some nuggets I picked up from this report:<\/p>\n \u2022 Webinars<\/strong> doubled in popularity in 2021: That’s no surprise when trade shows and in-person events were canceled left and right.<\/p>\n \u2022\u00a0E-books<\/strong> were downloaded 4.8 times more than white papers last year. NetLine advises marketers to “pivot away from white papers<\/strong> and focus exclusively on e-books for text-based content.” (page 53)<\/p>\n \u2022\u00a0IT pros much prefer “special reports<\/strong>” over any other format.<\/p>\n \u2022\u00a0“Guides<\/strong>” that walk through a topic step-by-step are also very popular.<\/p>\n The problem, as usual: The definitions of these formats remain nebulous.<\/p>\n Here’s an obvious conclusion that I’ve been suggesting for many years: Call your new B2B content an e-book, special report, or guide rather than a “white paper.”<\/p>\n But wait, there’s more! Prospects close to making a purchase prefer white papers over any other format.<\/p>\n In fact, NetLine developed the following table comparing different formats.<\/p>\n <\/p>\n Formats on the left are denser, while those on the right are lighter.<\/p>\n That means the prospects closer to buying look for richer content, while prospects further away from a decision choose lighter content.<\/p>\n And while e-books are popular, they fall midway down the list of lighter formats.<\/p>\n And that means fewer downloads of white papers by more serious buyers may generate more revenue than more downloads of other formats by less-serious buyers.<\/p>\n Interesting, huh?<\/p>\n While we ponder that, here’s some choice advice from NetLine (page 9) on how to create effective content:<\/p>\n I concur, absolutely.<\/p>\n All these millions of data points just confirm this timeless advice about clear communication.<\/p>\n Use plain language. Don’t waste words. Answer your audience’s unspoken questions. Cut anything that doesn’t add to your message.<\/p>\n There’s lots more in this very substantial report. I’ll be looking for it every year from now on.<\/p>\n You can get your own copy of the NetLine report here: https:\/\/netline.com\/netline002n\/?d=glconsumption22<\/a><\/p>\n <\/p>\n <\/p>\n In 2002, I searched Google<\/strong> for \u201cwhite papers\u201d and got\u00a02.8 million<\/strong> hits.<\/p>\n Of course, that didn’t mean there were 2.8 million actual white papers out there. But people had mentioned that phrase online that many times.<\/p>\n A decade later in 2012, the same search got 39.5 million<\/strong> hits: 14 times as many.<\/p>\n “Wow!” I said, “White papers are getting huge!”<\/p>\n Twenty years later in spring 2022, I ran the same search and nearly fell off my chair.<\/p>\n Now that search yields\u00a0782 million <\/strong>hits.<\/p>\n That’s almost 20 times the hits of a decade earlier\u2026 and an unbelievable 279 times what I got 20 years ago.<\/p>\n I think we can all agree on that.<\/p>\n White papers have gravitas, and a reputation for serious discussion that elevates them far above mere blog posts, case studies, or any other type of B2B content.<\/p>\n In some sectors, a company isn’t “real” until it has published a white paper.<\/p>\n You can get tossed off a vendor shortlist if you don\u2019t have white papers.<\/p>\n For many B2B marketers, white papers are a standard part of the toolkit. When they work, they work beautifully.<\/p>\n White papers influence B2B buying decisions for many billions\u2014maybe trillions\u2014of dollars worth of products and services every year.<\/p>\n The \u201cwhite paper\u201d label can be applied to any document\u2026 including many that don\u2019t live up to the name.<\/p>\n \u201cUnfortunately, the term \u2018white paper\u2019 has been warped as marketers have injected brand-forward content vs. delivering real value,\u201d says the NetLine report (page 53).<\/p>\n The last thing any B2B prospect looking at a white paper wants is a thinly veiled sales pitch.<\/p>\n I\u2019ve said for years that the term \u201cwhite paper\u201d is being abused, watered down, and devalued.<\/p>\n For some audiences, it\u2019s often better to use an alternate name, such as:<\/p>\n So we’re back to the finding from the NetLine research: Why not call your next white paper a “special report” or an “e-book” instead?<\/p>\n <\/p>\n Can’t decide which idea for a white paper is the best?<\/p>\n Need some professional help picking a topic to engage your audience?<\/p>\n Now there’s an app for that.<\/p>\n Retired journalist (and math grad) Linda Formechelli<\/strong> just unveiled Brainstorm Buddy<\/strong><\/a>, an online service designed to help writers weigh ideas.<\/p>\n She calls it “the first automated content idea analyzer tool.”<\/p>\n
\nThis just in: NetLine’s 2022 State of B2B Content Consumption<\/h2>\n
\nJust out in April, the sixth annual report from NetLine<\/strong> is a whopping 65 pages.<\/p>\nSo why call it a white paper?<\/h3>\n
Keep it brief and answer your reader’s questions<\/h3>\n
\n
\n<\/h2>\n
This just in 2: 20 years of googling “white papers”<\/h2>\n
White papers have truly “arrived”<\/h3>\n
Yet too much popularity can have a downside<\/h3>\n
\n
\n<\/h2>\n
Tools of the trade: An app to test white paper ideas<\/h2>\n