Among them, two formats stand out: Ebook or White Paper: which is best for your brand?
So, let's understand the difference?
What is a White Paper?
We’ve already talked about the White Paper here , but it’s worth repeating some points.
A White Paper can be a great differentiator in reaching your target audience, but before using it, you need to understand its characteristics. It is created through intensive study, with qualified references, well-founded arguments and a sober design.
Because of this, the White Paper is usually more direct , configured as a continuous text divided into topics. In it, you must go into depth on specific points, usually quite technical.
Its function is to demonstrate your brand's expertise in its field of activity in order to gain authority on the subject.
WHITE PAPER MAIN FEATURES:
Mostly textual content with traditional formatting;
Sober design, with priority given to traditional elements such as graphics and photos;
In-depth academic exploration of a specific topic;
Technical language and expert tone of voice;
As an example, see below the visual configuration of the White Paper Data is the New Oil , produced by MATH MKT
Visual whitepaper
What is an ebook?
Unlike a White Paper, an eBook has a more relaxed and less rigid tone of voice. Think of phone number list philippines it as an editorial publication. In an eBook, graphic elements are very important, serving as a complement to the text . It is usually created through a partnership between the writer and the designer.
Furthermore, rather than simply citing information obtained through research, you can express your own opinion, taking positions for your brand. The goal here is to identify it among the most innovative agents in its market, gaining prestige and becoming a reference.
EBOOK KEY FEATURES:
Slightly freer text formatting (lists, text diagrams, etc.);
Rich design with illustrations and graphic elements (illustrations, infographics and others);
Space for opinions and points of view associated with your company, less academic;
More colloquial language with the aim of captivating the reader, leaving them wanting more;
See below what an ebook looks like through an image of the exchange material
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When to use ebook or White Paper?
First, you should think about your persona . How do they prefer to see the topic of interest addressed? Which format is most aligned with their goals as a reader? Among other questions (to learn more about personas, click here ).
As we have already seen, the essential difference between a White Paper and an eBook is the formality with which they address the proposed topics, and this is evident both in the visual configuration and in the tone of voice used to convey the message.
Ebooks are more commonly associated with B2C marketing . For example, if you’re trying to communicate a marketing message that aims to gain traction among creative professionals, you’ll probably want to opt for a more dynamic approach, with bold design and less formal, academic content. In this case, an ebook will serve your purpose more effectively.
White Papers, on the other hand, are linked to B2B marketing. If you intend to publish technical content to highlight the expertise of your brand's professionals, targeting specialized readers who are looking for less new ideas and more in-depth knowledge, then White Papers are your option.
Of course, it is important to emphasize that these are not strict rules and may change depending on important variables such as the profile of your readers, the market context and many others. When choosing, it is worth letting common sense speak louder!