5 Ways to Clearly Differentiate Your White Paper
As the number of white papers in any market segment grows, there will also be a need for a company to differentiate their paper from those of their competition. After all that’s the competitive nature of business. Do you really want to distribute a similar type of white paper when everyone else is also doing the same thing? Of course not.
So in this spirit of fostering a healthier competitive environment, there are five ways you can differentiate your white paper when you find that your competitors are also creating their own white papers:
1. By Content – Clearly the content in your white paper is the best way to provide a unique differentiation. Even in a crowded industry, such as technology, there are always new industry issues, updates, development approaches, and changing customer requirements that can offer a host of unique white paper topics and marketing opportunities. To use content as a differentiator, become known as the authority in that particular niche space, so your prospective customers will build a path to your door (or website in this case) and become regular white paper subscribers.
2. By Design – Using an altered version of that old adage, “a picture is worth a thousand views“, design is a great way to differentiate your white paper amid a crowded field of text-only clones. Adding a professional layout and/or incorporating graphics such as concept, workflow, or business charts not only will help you deliver key messages across to your target audience, but they will also help you gain a larger audience. Think about it: If given a choice between a plain, text-only white paper and a professionally designed graphic version, which one do you think your time-constrained business executive will read first?
3. By Size – Altering the size of your white paper is another way of providing differentiation in a crowded white paper field. But this method carries a double-edge. Providing either too little or too much content can have a negative impact on your reader and the ultimate effectiveness of your white paper. You could create a series of short white papers in the 4-6 page range, but with that approach, there is a risk that your white paper will only have enough room to discuss your solution and its advantages. This will come across as a “sales message” turning off many of your readers. On the other hand, covering every nook and cranny by creating a 15 page tome, will put your reader to sleep. If you notice your competition distributing white papers that are too short or too long, you can offer a size in the recommended 6-10 page range that concisely provides them with industry dynamics, business challenges, and solution advantages associated with the topic.
4. By Tone – Tone refers to the way in which content is delivered, which can range from “business serious” to “casually conversational”. While most white papers take the “business serious” tone, many companies prefer the “casually conversational” version which facilities content delivery of the reader. Many magazines such as Business Week, Inc., Time, or Newsweek often take the conversational approach with their business content. But be careful because the use of humor in a casual tone can sometimes go overboard leading to offended readers. If this occurs, you will differentiate yourself, but in a way that you never intended…by turning off your base of readers!
5. By Technology – Finally technology is another great way to differentiate your white paper. Who says that your white paper has to be a PDF file? You can also provide a podcast, video podcast, PowerPoint presentation, PowerPoint with narration, or offer to send your prospective reader a printed version of the white paper via direct mail or upon request. Executives that receive a bound, color printed version of a professionally designed white paper will be hesitant to throw it away so quickly. The longer it stays on their desk, the greater the likelihood that they will read it from cover to cover, or at least send it to another decision maker within the corporation.
Oh yes, and don’t forget to use Social Media technology such as Twitter and Facebook to differentiate the distribution of that white paper as well!
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