White papers and e-books are both valuable tools a business can use to benefit its brand. Both allow a business to extend its content beyond social media posts and blogs sites and both provide information that can be important to an audience in regards to purchasing/investment decisions. However, which is better?
This article lays out the characteristics of white papers and e-books in terms of when it is most appropriate to use each.
Basically, white papers are for smart people.
If you’re selling B2B (business to business) and you want to come across as an expert in your field, white papers are the way to go. You can speak formally and utilize the jargon associated with your field because you can be sure that your readers will understand it.
E-books differ from white papers in several ways. First and foremost, e-books are written for B2C (business to consumer) markets. You’re able to write in a more conversational tone that will reach an audience of consumers in a way that white papers usually can’t. In an e-book, you won’t find jargon and super-smart technological terms that the majority of the population won’t understand. Instead, you’ll find a shorter, more intriguing version of a white book that utilizes easy-to-understand language.
From what I’ve gathered, your decision between white papers and e-books comes down to one main question: “Who am I trying to reach?” If your answer is other businesses, then white papers should be your number one choice. If your answer is consumers, e-books are for you.