White Papers: Fact or Fiction
Let’s talk about white papers for a second.
White papers are not supposed to be marketing tools. Yes, they can help sell. Yes, they’re an important part of an array of documentation. Yes, they are easy ways to get keyword saturation. They are not intended to replace direct mail, brochures, billboards, or sales presentations.
White papers are intended to be an expert’s thesis concerning the topic of the white paper. That being said, here are some people who should never ever request a white paper, unless their department is your business model:
- Marketing director
- Sales director
- Accounting or Finance
- Communications
- Public relations
- News desks
If your business is jump drives, your marketing director should never request a white paper. Your lead engineer can request a white paper. In fact, your lead engineer should write the white paper, as he builds jump drives and it is assumed that if he builds them, he knows them pretty well.
A technical writer might coordinate with an engineer for a white paper on jump drives. This is acceptable. Heck, you can have your advertising copywriter collaborate on a white paper if it’s understood that nothing is to be written that isn’t directly related to the words coming out of the engineer’s mouth. If your lead salesman gets involved, it’s time to reassess the project.
White papers’ audiences are people who have a want or need to learn more about that subject. Will the CEO or Purchasing department be choosing your jump drives? No. You ask your IT people to choose your jump drives. Because IT people are supposed to be familiar with jump drives. Florists are supposed to be familiar with roses. Adidas is supposed to be familiar with shoes. Adidas engineers and designers should read white papers on New Balance’s shoes to make sure they’re not missing an important technology or a way to boost productivity or methods for reducing costs. Sales people should help create brochures and billboards. They can use a white paper’s contents on the brochures and billboards, sure, but white papers are not advertising materials.
