White Paper Creation Flow
Posted: Wed Jan 29, 2025 10:41 am
As mentioned above, many companies are now creating white papers in a wide variety of genres for their marketing, and are seeing success in attracting customers. Let's take a look at five types of white papers that are actually used in marketing.
1) Report type
A "report-type" white cell phone number list paper is one that clearly summarizes the latest trends in various industries that quickly go in and out of fashion, or is based on survey or research data. The biggest advantage of a report-type white paper is that it is easy to convey information to customers who view it. In industries where trends go in and out of fashion quickly, this type of white paper is particularly likely to attract interest.
However, because it is so responsive to the latest trends, it has a short shelf life and needs to be remade regularly, which incurs costs each time, which is a disadvantage.
2) Diagnostic/checklist type
The "diagnosis/checklist type" white paper is aimed at users who are unsure of what product or service to choose, and is relatively beginner-friendly. It is a white paper that is suitable for products or services that have little knowledge among the target users and many competitors. The advantage of using this type is that it can cover the entire process from lead acquisition to nurturing in marketing.
Since products and services are introduced to customers in a diagnostic/checklist format, it is easy to imagine examples, making it easy to nurture customers. However, the disadvantage is that the content is likely to be similar to article media that provide free information and comparison sites.
3) Problem-solving type
The "problem-solving" type of white paper is easy to introduce into marketing and is the most commonly used strategic type. It is used by many companies because it is easy to acquire leads with a high likelihood of purchasing and can be easily created by referring to sales materials. The advantage of the problem-solving type is that it is easy to appeal to users who are troubled by the strengths of your company's products and services.
By accurately appealing to users with problems with your company's products that fit the solution, you will not only make a strong impression on the users, but also deepen their understanding of the product. However, since the ultimate goal of the problem-solving approach is to solve the customer's problem, the disadvantage is that your company's products and services are not the main topic. Also, if users visit your site but are unable to solve their problems, they may have a bad impression of your company.
4. Purchase/Introduction Case Studies
Although generally used primarily in BtoB, "purchase/case study" type white papers are also sometimes used by BtoC companies. The advantage of this type of white paper is that it is easy to attract customers' interest, and case study types are used by many companies to effectively acquire leads. However, the disadvantage of this type of white paper is that if you list everything about the product, customers may lose interest.
Therefore, in order to avoid being used as a catalog, it is important to introduce only some products or services as examples rather than listing all products.
⑤ Information by occupation/industry
"Profession/Industry-specific materials" are a unique addition to the white papers explained above. Currently, many companies use a variety of white papers in their marketing, and the number of white papers distributed is on the rise, making the standards for each unclear. It is also becoming more difficult to differentiate, and there is a need to appeal to users accurately.
What we recommend is a white paper that is "occupation/industry-specific" and adds unique features to the white papers explained above. This type of white paper does not simply publish case studies or service materials, but strategically targets specific users selected by occupation or industry, enabling high marketing effectiveness. If your company has unique strengths in marketing, this is an easy method to use.
The use of white papers is an essential tool for generating high customer attraction through marketing. But what steps do you take when creating a white paper for actual marketing? From here, we will explain the flow of creating a white paper.
1) Report type
A "report-type" white cell phone number list paper is one that clearly summarizes the latest trends in various industries that quickly go in and out of fashion, or is based on survey or research data. The biggest advantage of a report-type white paper is that it is easy to convey information to customers who view it. In industries where trends go in and out of fashion quickly, this type of white paper is particularly likely to attract interest.
However, because it is so responsive to the latest trends, it has a short shelf life and needs to be remade regularly, which incurs costs each time, which is a disadvantage.
2) Diagnostic/checklist type
The "diagnosis/checklist type" white paper is aimed at users who are unsure of what product or service to choose, and is relatively beginner-friendly. It is a white paper that is suitable for products or services that have little knowledge among the target users and many competitors. The advantage of using this type is that it can cover the entire process from lead acquisition to nurturing in marketing.
Since products and services are introduced to customers in a diagnostic/checklist format, it is easy to imagine examples, making it easy to nurture customers. However, the disadvantage is that the content is likely to be similar to article media that provide free information and comparison sites.
3) Problem-solving type
The "problem-solving" type of white paper is easy to introduce into marketing and is the most commonly used strategic type. It is used by many companies because it is easy to acquire leads with a high likelihood of purchasing and can be easily created by referring to sales materials. The advantage of the problem-solving type is that it is easy to appeal to users who are troubled by the strengths of your company's products and services.
By accurately appealing to users with problems with your company's products that fit the solution, you will not only make a strong impression on the users, but also deepen their understanding of the product. However, since the ultimate goal of the problem-solving approach is to solve the customer's problem, the disadvantage is that your company's products and services are not the main topic. Also, if users visit your site but are unable to solve their problems, they may have a bad impression of your company.
4. Purchase/Introduction Case Studies
Although generally used primarily in BtoB, "purchase/case study" type white papers are also sometimes used by BtoC companies. The advantage of this type of white paper is that it is easy to attract customers' interest, and case study types are used by many companies to effectively acquire leads. However, the disadvantage of this type of white paper is that if you list everything about the product, customers may lose interest.
Therefore, in order to avoid being used as a catalog, it is important to introduce only some products or services as examples rather than listing all products.
⑤ Information by occupation/industry
"Profession/Industry-specific materials" are a unique addition to the white papers explained above. Currently, many companies use a variety of white papers in their marketing, and the number of white papers distributed is on the rise, making the standards for each unclear. It is also becoming more difficult to differentiate, and there is a need to appeal to users accurately.
What we recommend is a white paper that is "occupation/industry-specific" and adds unique features to the white papers explained above. This type of white paper does not simply publish case studies or service materials, but strategically targets specific users selected by occupation or industry, enabling high marketing effectiveness. If your company has unique strengths in marketing, this is an easy method to use.
The use of white papers is an essential tool for generating high customer attraction through marketing. But what steps do you take when creating a white paper for actual marketing? From here, we will explain the flow of creating a white paper.