From Print to Digital and Back Again Wichita KS

provided by: 
Originally published at Internet.com

E-commerce has enabled many companies to convert all their printed materials to an online format, but tangible documents are making a comeback in the form of "white papers" - materials found on the Web that are usually downloaded and printed by the reader. Lacking a precise definition, white papers are typically communication tools that are distributed to potential customers, partners, the media, or any other entity seeking information about your company or a specific topic.

Organizations usually write white papers to educate and inform a particular market about their company, products, services, research, technology, reports, case studies, or anything else they deem relevant. White papers can serve as collateral marketing material, providing a big picture overview or honing in on something very specific that the company wants to promote.

While the content of white papers can vary greatly, a standardized format is beginning to emerge, making it easier for recipients to read and understand. Ranging anywhere from a few pages to a few dozen, white papers present material in a clear, concise format, often using illustrations, graphs, charts, or other depictions. The white paper traditionally comes in the form of a Word document or a PDF file that can be downloaded from your Web site, and read with Adobe Acrobat Reader.

White papers serve several purposes for your organization. They are a valuable source of content for your site, and can be given away for free as an extra bonus to customers. Also, you can offer an interesting white paper to customers when they register at your site or sign up for your newsletter, increasing your list of opt-in addresses. White papers can position your company as an authority on a particular topic, or the paper can come as a result of a collaborative effort between your company and a partner.

For more information on producing white papers for your organization, check out these resources:
The White Paper White Paper
The Appum Group: "The White Paper Company"
Writing White Papers 101
White Papers: B2B Email Marketing's Best Friend