The white paper is perishable

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An eBook can be based on evergreen content; that is, content that does not perish. If we go back to the previous example, the procedure for “migrating multiple email accounts to Office 365” will always be the same, but for how long will Office 365 be the best option for migrating email accounts?

It's simple, ask yourself this question: how long do you think the iPhone XS Max will be around? Soon, it will surely have a replacement. The same goes for white papers in marketing.

Because it is based on research, it chiropractor email address loses its validity after a while. Then new research will have to be done and therefore a new White Paper will have to be produced. There is no estimated time of validity, everything will depend on how much progress the topic in question shows.

Let's take the example of the iPhone again. Typically, this brand is updating its equipment annually. In the case of digital marketing , the time is longer. That is, the validity period will depend on the sector you are related to.

White papers are used for a different purpose than eBooks.
White Papers are generally used to position ourselves as a reference in the sector, because the initial intention is to educate and inform readers in a specific way. And yes, eBooks are also used.

However, eBooks have a special versatility, because while it is true that they allow us to educate a lead on a topic, when this material is offered in the decision stage of the Buyer Journey, the information contained in it will be specifically about our products or services.

This situation is different from the white paper, since its intention will never be to sell our products or services.

The materials are written for different types of people
A white paper is written in technical language and is sometimes targeted at specific people within a segment of the audience. For example, you go to an IT blog to research some topics related to a vulnerability on your website.

You are not an expert in the field, but you understand some of the technicalities. In the midst of your search, you find a CTA to download the new White Paper on “The convergence between two worlds: IT and OT.”

You download it because you were perhaps attracted by the title, and you also understand a few technical terms on the subject. However, less than halfway through the reading, you get bored and decide not to finish it.

Do you think it was a mistake to create this white paper and offer it on a blogspot? Or, on the contrary, is the white paper aimed at a different type of buyer persona?

Good for you if you think that the material was created for another type of Buyer Persona , and the fact is that this type of material may be boring for you, who perhaps flirts with the terms, but it is definitely created for professionals in the area or subject in question.

Who reads white papers?
Given what has been said in the previous section, it is clear that there is a very specific audience for this type of material, because white papers are a type of degree work.

Remember your college project? Pages of summaries, pages of quotes, incredible statistics, and everything was presented in a rather academic tone. But unlike your undergraduate final project, white papers do have an audience that is interested in in-depth studies on a particular topic.

Therefore, we conclude that those who read White Papers are people interested in in-depth research on a topic, sector, or business.