White Paper Q&A
What are the advantages of White Papers?
- You can tell the full story behind your solutions, not just the "what" but also the "why".
- White Papers – especially those crafted by a recognized industry authority– build stature for your company and a reputation for thought leadership.
- Extremely cost effective
- Well crafted White Papers have staying power – you can still collect leads long after the paper was initially published.
Who reads White Papers?
- White Papers are read and relied upon by both contact center professionals and senior management. According to research conducted by Forbes magazine, 78% of downloaded White Papers were passed along to others in the organization and 68% contacted a vendor or distributor.
- White Papers also support channel partners and provide valuable information to existing customers.
What is the ideal length of a White Paper?
- In general, papers should be 10 – 15 pages (3000 – 5000 words).
- If they are directed solely to C-level readers then they should not exceed five pages.
- However, there is no "ideal" length. The most important consideration is content. We have published papers of over 30 pages that have been very successful.
Who should write the paper?
- There are two criteria – the author needs to thoroughly know the subject matter and have superior writing skills.
- Papers written by authoritative third parties will carry more credibility than papers written by internal personnel or by ghost writers with little or no industry name recognition.
What is the business case for White Papers?
- TMA's White Papers average approximately 400 exposures. Some papers have attracted well over 1000.
- Actual client experience shows that a significant percentage of these are high quality contacts that lead to sales actions. Compare these results to trade shows and media advertising and then compare the costs.