White Paper Dilemma: What to Call It Instead of a White Paper?
How the overuse and misuse of white papers are causing some companies to rename this popular content marketing asset, and why that may not be such a bad thing.
By Helen McCrone, Copywriter and Content Writer | 980 words
Visit the website of any well-known industrial brand, go to their Resources hub, and you’re bound to see a section dedicated to white papers. In fact, any company that makes a complex, innovative or expensive solution is likely to be publishing white papers alongside case studies, ebooks and technical reports.
Valuing the content marketing heft of a white paper gets a big thumbs up from me. However, once I start downloading and reading, my satisfaction as a copywriter can dissipate as quickly as an unexpected windfall at the casino. The range of quality in execution is astonishing, and not always in a good way…
True, there are no hard and fast rules as to what constitutes a white paper, and no government department is going to come knocking on your door because you’ve had the temerity to call a cheat sheet a white paper. So, what’s the problem?
As Gordon Graham (aka That White Paper Guy) says, “The only problem with the term “white paper” is that it’s over-used to refer to anything from a 2-page sales sheet to a 100-page book. And that most white papers floating around aren’t very well done.”
That overuse and misuse may mean you no longer want to call your white paper a white paper.
If that’s the case, what do you call it instead?
The case for industry familiarity
First things first. Renaming your white papers just because you’re tired of the term or you want to stand out from the crowd is probably not the best move. Familiarity may breed contempt, but we humans are much more likely to choose recognizable things over the uncommon.
Consult any brand manager about consumers' tendency to gravitate toward the more familiar option, then ask yourself how willing you are to forego your favorite mayonnaise brand for one you’ve never tried or heard of before.
So, if your industry is familiar with the term and your white papers are being downloaded and generating leads, then I would suggest leaving well alone. Don’t fix what isn’t broken. Your target audience knows what to expect from a white paper, and as long as you keep delivering, all is well with the marketing world.
However, in less familiar markets, you may want to consider a different term.
Alternative names for white papers
If you’ve decided to rename your white papers, you have a few options. Listed below are suggestions that have already been made by Gordon Graham and others elsewhere, but I've expanded on the differences between them and added a couple of my own suggestions at the end.
Real-life example of a B2C guide: White papers are most common in the B2B world, so when I was asked to write about cataract surgery for regular folks like you and me, I decided to call it a guide instead. I felt the many of the targeted readers either wouldn't know what a white paper is or be put off by the term. My client agreed. You can download the entire white paper here.
Choosing the Right Term for Your White Paper
All of these terms are suitable for a pre-sales document, which is basically what a white paper is. However, when deciding what to call it instead, be sensitive to the contextual nuances that each term delivers. The rule of thumb when renaming a white paper is: Always Consider Your Audience.
Therefore, it’s important that you match the terminology to your industry’s expectations. Not sure whether to go for a technical paper or an executive overview? Align with your target audience's level of familiarity. For example, technical papers will appeal to engineers, while executive overviews will draw the attention of C-suite executives.
Avoid the term “positions paper” since it is mainly used in academia, politics and law. I would also discourage the term “ultimate guide.” In my opinion, ultimate guides suggest that the content is more of an ebook rather than a white paper.
Not sure of the difference between an ebook and a white paper? Hop over to my article: White Papers or Ebooks: Which is Best for Your Company? It explains all.
Prioritize substance over terminology
I know it’s a cliché, but I’ll say it anyway: Content is King. While there may be a good case for renaming your white papers, never lose focus on compelling titles and persuasive content. Here’s a brief reminder of best practices for white paper creation:
Conclusion
While the term "white paper" remains widely recognized in most B2B industries, alternative names can help differentiate your thought-leadership content in crowded markets. Whatever term you pick, though, make sure it satisfies your readers’ expectations. Ultimately, the quality and relevance of your document’s content will always matter far more than the label you give it.
Are you in a dilemma about naming your white papers? Or maybe you think there’s no difference between a white paper and an ebook. Let me know your thoughts in the comments. You can also check out my white paper writing service if you need a helping hand promoting your industry solution.
