Writing White Papers
After running thousands of papers on our sites, we have seen over and over again that educational papers always outperform product focused papers. However, many vendors still feel compelled to write exclusively on their product or solution.
I just read a very strong book on this topic by, Michael Stelzner, “Writing White Papers: How to Capture Readers and Keep Them Engaged” about how to write a successful write paper. This book carefully explains how important it is not to be self serving or focused exclusively on a product, service or solution. Instead, a white paper should focus on the pain points experienced by the reader and talk about the problems caused by those pains. No matter, how experienced you are in writing white papers, this book could help everyone gain some useful knowledge. What has been your experience with product vs. educational white papers?