White Paper and eBooks–these two terms are widely used by people in the marketing industry but what really is their difference? White Papers and eBooks are both popular tools used for marketing by B2B marketers and copywriters. Knowing the difference between the two will help you decide which is best for your brand.
In a report by Holger Schulz in 2013 on Social Media Marketing Trends Report, 70% of B2B marketers find that White papers are ahead in being effective. In that said report, there are under 40% users who prefer eBooks.
To learn more about the difference between the two, here are 8 different points to remember:
Focus
White Paper is very similar to an article in a magazine mixed a brochure. It highlights facts that help in promoting a product, service, idea or solution. It can also be used to put emphasis on a certain issue, offer a discussion as well as a solution.
eBooks are generally designed to educate readers. There are a lot of academic textbooks and guides are made as an eBook. All of the collections are arranged logically and solutions are always provided in a way that is not confusing. Every solution comes with supporting evidence and arguments to back it up.
Length
White Paper is normally shorter in length compared to an eBook. Just like a physical book, it can range from as short as 10 pages to a lengthy 500! White Paper gives an immediate solution. Pages for it are commonly between 5-10 only with words between 3,000- 5,000 at best.
Production Value
PDF is used on both tools because PDF can easily be read in the majority of the devices available such as iPhone, Blackberry, Nokia and Android phones. This makes it possible for the files to be opened.
Lifespan
The content for both White Paper and eBook should be updated after one or two years. However, White Paper content may be updated earlier. This is due to the change in the process. Since White Paper is meant to educate customers, it is inevitable that more information is acquired by Vendors that needs to be given to customers.
Effort
White Paper is a team effort between designers and illustrators. It takes a long time to master the art of producing an unbiased yet persuasive content. The main goal when it comes to writing content is to be able to show that “This product is the best.” without clashing with the organization’s own brand. eBook is not as difficult to produce a White Paper because it relies highly on case studies. As mentioned before, it is used to educate users.
When To Use
White Paper is used on stages of sales funnel starting with a very specific title that helps with lead generation. This helps in narrowing down prospective customers. Prospects that turn into actual customers they are now provided with an exclusive white paper title.
eBooks are commonly used during the early stages. Its purpose is to introduce an idea to potential customers. eBooks can be used to share information in a more detailed way compared to White Paper.
Why to Use
According to Gordon Graham, there are four reasons why B2B marketers use White Paper and it is as follows:
- To generate leads
- To nurture prospects
- To close sales
- To build mindshare
eBooks come with credibility because it is used to educate customers. It dives into specific details on giving solutions. It is seen as authoritative that is why it is effective when it comes to generating leads.
Closest Analogy
What can White Paper and eBook be seen as? If it had to be compared to something, eBook will be closest to a PowerPoint Presentation. Why? It is due to facts, charts, figures that are presented logically. It tackles multiple issues and concerns.
On the other hand, White Paper is like an article in an industry journal. You know that it is well researched. It covers only a specific issue, making it able to stand on its own.