WHITE PAPER VS. EBOOK: HOW TO DECIDE WHICH ONE TO CREATE AS A MARKETING TOOL

As 2021 unfolds, devising a perfect marketing content strategy remains crucial to stay ahead in the competition. Marketers strive to deliver engaging content that stands out from businesses’ tough competition in the digital world. They have to do more than just bringing casual traffic to their website. Every marketer has to look for more powerful ways to convert this traffic into prospective leads for their business. All businesses use some marketing tools to reach their audience and generate leads. These may include blog posts, research, social media, webinars, landing pages, eBooks, and whitepapers. However, with all of these marketing content types available, making a choice becomes difficult.

Two content creation strategies come in that have proven to generate leads force in the inbound marketing flywheel. White paper and eBooks are the two content creation strategies that can generate prospective leads and positive marketing results. Both are quite similar in respect of the content, but both serve a distinct purpose. Since marketers are working under limited time and resources, they will have to develop the perfect content strategy to achieve the goals. With that said, let’s discuss the details of white paper and eBooks and which one is right for your business. 

WHAT IS AN EBOOK?

There are many content types, with each having its impact and strategy on the business. Moreover, choosing the right content type involves special considerations to make things right. For that instance, you will have to do your research wisely to know what your audience is and how they will perceive your content. When it comes to creating engaging content, eBooks are the top performers in content marketing. eBooks is the short name for “electronic books” that are similar to the physical books but in digital format. These books contain visuals, graphics, links, and videos that are responsive to the users.

Moreover, the content in the eBooks focuses on the casual tone rather than formal writings. It is also the reason why they are more credible for generating leads and conversions for the business. The eBooks are the problem-solvers of the readers by providing them links and interactive resources. These resources will also provide them with steps to solve the problem and build trust between the reader and your business.

  • WHY SHOULD YOU CREATE AN EBOOK?

Creating an eBook is also a simple step. All you need to do is write the content in an interactive tone that helps the reader solve the concrete steps. You can employ different tools and software like proofreaders and designrr ebook makers to finish your publishing content. There are numerous reasons why you should create an eBook for your audience.

  1. ENGAGING CUSTOMERS WITH YOUR BUSINESS

Engagement is the top factor that marketers strive for throughout business. Every business looks for ways to connect with their potential customers and engage them with their business. eBooks plays a top role in engagement between companies and customers. Blogs are indeed the prime resource for promoting your business by providing consumable information. However, eBooks can raise your business’s reputation by building communicative trust in delivering information that is both interactive and problem-solving. According to research, engaged customers are more likely to return and spend more than those left out.

  1. CREATING CONTENT IN SHORT TIME

Content creation is an integral part of the marketing process. Marketers must use the available resources wisely. The actions that you will take now will have a significant impact on the overall business. In this case, creating content in a short time is crucial. Moreover, the less focus on the scholarly tone makes them easier to create with an opportunity to use as a massive engagement tool. For instance, there is much room to add your creativity and magic to the content that topics like “Ultimate Guide to the Inbound Marketing Strategy 2021”. This way, they can engage the readers who have little or no experience in the marketing strategy.

  1. USING VISUALS TO CONVEY THE MESSAGE

The importance of visual information has drastically increased in recent years. If you have some information that can be visually presented, then creating an eBook is perfect. Since eBooks focus on delivering content that is both text and visuals, creating an eBook is the most straightforward approach to grab their attention. All you need to do is put your design team on work to design infographics and visual content to add to your eBook.

  1. TARGETING B2C AUDIENCES

Marketers always raise the concern about creating the type of content for their audiences. As said earlier, eBooks tend to target a less-educated audience that is learning from the internet. If your business is targeting their demographic of customers, then eBooks are a perfect choice. Providing your customers free education resources always works best for making your business customer-friendly.

  1. STRAIGHT TO THE POINT CONTENT

Apart from adding visuals, eBooks mainly consists of straight-to-the-point content. The casual information must be in perceivable chunks to help the readers understand the point.

Suppose you want to deliver information that connects the readers with your business quickly. In that case, eBooks allow you to provide detailed information uniquely while engaging the prospects.

WHAT IS AN WHITE PAPER?

The white paper is another content distribution medium that can take your marketing strategies to the next level. Apart from simple eBooks, a White Paper is a research-based detailed report that is persuasive and rich in data. These papers focus on the educational marketing strategies with an academic tone to deliver the information. Many marketers consider this content approach to persuade the readers with the accuracy of data and research. It gives them a sense of understanding the top issues and solutions to solve them. The white paper research can either be a survey or a report with tangible solutions to a problem. Let’s find out why you need a white paper as your content marketing tool.

  • WHY SHOULD YOU CREATE AN WHITE PAPER?

White papers are long reports but not longer than the eBooks. They provide deep insights and comprehensive data that industry experts write. The data create a sense of thought leadership among the readers that is persuasive and brings value to the readers.

1.  EDUCATING YOUR AUDIENCE

The top reason to create a white paper is when you need to educate your audience. When your visitors have a reason to visit your site, it is essential to provide more than they want. For instance, if they learn something, providing them a white paper will help them with the resources. This way, you can build strong relationships with customers and convert them into prospective customers.

2.  PROVIDING INDUSTRY ANALYSIS

White papers are the best medium to provide industry analysis. Most white papers range from 15-20 pages that may include everything from the survey data, charts, thorough research, and more. It provides enough space for the authors to add their analytical information and persuade them for a product or service. Moreover, many readers look for credible information from the leaders and experts. This way, marketers can take advantage of these experts’ industry knowledge and showcase them with statistical data.

3. TARGETING B2B AUDIENCE

If your business targets broader and well-informed individuals, then creating white papers is well suited for marketing. The main reason behind this is that entrepreneurs and business owners prefer statistics and proven results that work best for their businesses. Especially if you are running an account-based marketing campaign, white papers tend to perform better to build brand authority and generate leads.

FINAL WORDS

In short, eBooks are great for generating traffic that is available to consume your content. At the same time, white papers give marketers an edge in converting the leads to customers. White papers fill the informational gaps in buyer journeys by using a persuasive tone and educating them on industrial issues. Marketers need to research their audience before creating the content. Only then can you engage potential customers with your business and retain them for the long run.

Binta Adam

Binta Adam is a blogger and helps businesses in getting online visibility. She is an Islamic scholar and has well gripped on the Arabic language as well as English and Urdu. She also helped a variety of businesses ranging from digital marketing to b2b tools.

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