Build Visibility, Credibility and Profitability: Use an E-Book or a White Paper?
I was a bit slow off the mark to write this one because I wasn’t sure how to define the difference between the e-book and the white paper. Why not? Well, both have a lot in common.
White papers and e-books are targeted to the audience you want to have buzzing around your website.
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They help your target prospects solve a burning issue.
- They don’t focus on a product or service, but softly lead your reader by the hand to a particular conclusion. (The one you want!)
- You offer your white paper or e-book on your websites in a PDF file.
- The purpose is to show your expertise rather than to engage in an old-fashioned chest thump--declaring that your company is great and they should believe you.
- They build visibility, credibility and profitability.
So what makes them different?
It’s about the tone and presentation. The white paper is the business person in the corner office wearing a pin-striped suit. The e-book is wearing a sweater and jeans, chatting with you over a cup of coffee in Starbucks.
Also, other’s say that the e-book is more likely to be graphically pleasing and to have an attractive cover page. But I’ve seen some pretty spiffy looking white papers.
Finally, there are also some schools of thought that say an e-book is more likely to spread virally because the publisher is less likely to ask for contact information when you download the e-book.
Personally, I believe whether you request that contact information or not is up to you and your objectives. If you want to build a relationship with the people who download it, and have a plan, collect the first name and email addresses. If you want your content to cast a wide net, let people download your e-book/white paper with one click. They’re more likely to spread the news if your content is easy to download.
So my bottom line is this. Don’t worry about whether it’s a white paper or an e-book. You need content that attracts.
- Engage your audience. Do they want a casual conversation in the coffee shop or a high-powered discussion in the executive conference room?
- Include graphics for easy reading. Don’t worry: “Are there too many graphics for a white paper?” “Are there too few graphics for an e-book?”Just think about whether the graphics help your reader scan quickly through the content.
- Write a headline that spurs curiosity.
- Include content to help your target audience solve a problem.
- Promote it. Tweet about it. Post it on Facebook. Discuss it on LinkedIn. Blog about it. Let your email list know about it. .
Please add your comments (and a link to your blog/website) What do you think the difference is between a white paper and an e-book?
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