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This ultimate guide will teach you everything you need to make white paper marketing a formidable addition to your content marketing strategy.
The difference between the two is that white papers tend to be more technical and in depth.
The facts and opinions expressed in white papers are often backed by original research or statistics that the publisher has aggregated from reliable sources.
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Your audience is searching for information, and will look for an authoritative source — a business they perceive as having in-depth knowledge of a subject.
White papers enable you to build trust with your audience.They show readers that you're reliable, experienced, and adept in a given domain.When potential customers search for information to help them understand a problem or opportunity they're facing, and you provide them with a quality white paper that helps, they'll turn to you again in the future.Buyers prefer to purchase from vendors they trust and see as experts in their field.Finally, white papers are extremely useful for lead generation.For this reason, they are good candidates for promoting thought leadership.In the past, white papers were most often produced by governmental agencies, NGOs, think tanks, consultancies, and financial institutions that needed to present the findings of their ongoing research in a succinct format.They often include charts, graphs, tables, and other ways of visualizing data.The term "white papers" originated in England as government-issued documents.Their popularity across industries is due to their versatility.While all white papers have certain elements in common, a B2B startup will use them differently than a large consultancy, and both will use them differently from a governmental organization.