Absolutely!

In content marketing, white papers are especially relevant for B2B marketing. They help simplify complex ideas and concepts into an easily readable but still comprehensive piece of content. The format of a white paper helps a lot to achieve its objectives. It’s written like an academic paper/technical manual. However, it’s laid out in a more engaging and visually appealing way, like an annual report. Whitepapers are also short, making them easier to share and more compelling to read without compromising the quality of information and data of the piece.

People who read whitepapers are looking for specific information to answer a question they have or help them solve a problem. This is why whitepapers make it a point to feature the benefits and features of their product or service. A study by Google found that people read whitepapers to: 

• Stay on top of the latest trends
• Gather information about products or vendors they’re interested in
• Compare products
• Help understand and justify purchasing decisions 
• Develop a shortlist of qualified vendors

On a strategic level, whitepapers are written and published to generate leads and inform prospects about a product or service. The goal of any whitepaper is to deliver information to prospects at specific points of their customer journey. This allows your business to provide something relevant at critical junctures that could help sway a buyer’s decision in your favor. While there is no universal standard for how a whitepaper should look or read, I would say that there are three general types that work towards this goal, but with some key differentiators. 

1. Backgrounders

Whitepapers that are meant to serve as backgrounders provide a comprehensive briefing on specific subject matter. This makes it ideal for prospects who are evaluating a shortlist of offerings towards the end of the customer journey. It’s also a great accompaniment for product launches or reference materials for media or journalists.

2. Numbered Lists

A brief—but still comprehensive—roundup of key statistics and important points about your subject matter is the perfect whitepaper format for prospects midway through your customer journey. Presenting factual, credible content in a concise manner is a great way to emphasize why you stand out from your competition.

3. Problem/Solution Paper

If you’re trying to target new prospects, write a whitepaper that identifies a problem or pain point that your target audience is experiencing and then provides an in-depth discussion of potential solutions. This is a great way to establish your expertise and credibility in your industry.

Hope my answer helped. I know it’s a little lengthy, but I wanted to delve deeper into the objectives behind whitepapers so you can use them strategically and maximize their potential. If you have any questions, feel free to leave a message in the comment section below. You can also hop on Twitter or LinkedIn and join the conversation online.