Media Relations for a Connected World
Electronic Business News - Another Mark Shapiro article about how to do high tech PR
16.05.2014 18:32
Almost every successful tech company creates whitepapers to help promote their products, technologies, and services. However, there is no clear consensus on what exactly a whitepaper is or what it should look like. Sometimes they are just one page. Sometimes they are epic, encompassing 20 pages or more. Sometime they are very high level, giving the big picture, and sometimes they are deep in the weeds, providing technical details and minutiae.
The one constant is that a good whitepaper walks the tight rope between educating potential customers about your solutions and coming across as a commercial, marketing piece that hits the hard sell. There is little point in creating a whitepaper if no one sees and reads it. You need to get eyeballs. There are many ways to promote whitepapers: you pay a publication or service to host and distribute it for you, you can make copies for your sales staff and partners to use on sales calls, and you can post it to your website's whitepaper page.
