White papers are sometimes accused of lacking the excitement of eBooks.
Perhaps it is the name.
But while they may not sound as exciting or glamorous as eBooks, they are a crucial component of an effective content marketing strategy.
White papers are long-form content - they educate readers, help solve their problems and guide them to better decisions.
They don’t sell, but instead set the organisation out as an expert in its field, giving them the opportunity to do business with the reader at a later date.
To do this, white papers must be well-researched and based on a credible argument supported by quotes, facts, anecdotes, figures and good writing.
Good white papers can also be repurposed into blogs, podcasts and webinars, ensuring you get more bang for your buck.