Whitepaper

Definition

A whitepaper is a detailed, fact-based document that analyzes complex topics and provides solutions, most commonly used in B2B marketing. It serves as an information and decision-making aid by describing a problem, sharing expertise, and presenting a well-founded solution. The main goals are lead generation and establishing thought leadership.

Examples of Measures

• “ESG strategies for banks” including data, case studies, and recommendations for action
• Technical guides for software solutions

Target Groups

• B2B companies
• Decision-makers
• Specialist audiences

Benefits

• Positioning as an industry expert
• Generation of qualified leads
• Support for complex purchasing decisions

Key Components

• Precise problem definition
• Data-driven analysis
• Actionable recommendations

Priorities

• High content quality
• Visually appealing layout
• Clear integration of calls to action

Trends

• Interactive whitepapers
• Integration of multimedia content