What are 5 most important white paper ‘must-haves’

As i mentioned in my earlier post, white papers are increasingly being accepted as an effective marketing tool in the B2B world.  So what should a white paper ideally contain and what should it help you achieve as a marketer.

Here are some of my thoughts. Ideally, a white paper should :

1) state a problem or issue,

2) discuss its relevance in the current ecosystem,

3) present different points of view on solving the problem and

4) propose a point of view/ solution.

5) your product or solution could be promoted subtly, but the paper must make an honest assessment of available alternatives.

A white paper should certainly not land up as another piece of sales collateral/brochure that goes hammer and tongs promoting your product/solution.

Once you have a high quality white paper and you can take it to your target audience, it is frequently a powerful source of inquiries. If not anything else, a good white paper helps portray you and your company as a thought leader on the topic and it definitely works in your favor.

These are just some of my views, Comments/Feedback welcome


Atul Dhakappa

Twitter – @xeniaconsulting


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  1. Top secrets to get your white paper to generate demand for you
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One Response to What are 5 most important white paper ‘must-haves’

  1. Please, can you PM me and tell me few more thinks about this, I am really fan of your blog…gets solved properly asap.

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