White papers and ebooks are used by B2B companies on a daily basis. Are they effective anymore? Thus presentation looks at ways to improve their effectiveness.

1. How effective are white papers
and e-books in B2B marketing?
© 2010 Matizmo Ltd.

2. Introduction
A white paper is report that addresses a
specific issue and sets out a proposed
solution to solve it. In B2B
marketing, they are often used as a way
to put forward a company’s plan to
address a specific challenge or
issue that is affecting their industry.
© 2010 Matizmo Ltd.

3. Introduction
A white paper is report that addresses a It demonstrates their
specific issue and sets out a proposed understanding as well
as implicitly states they
solution to solve it. In B2B
marketing, they are often used as a way are the “go to”
to put forward a company’s plan to people to fix it.
address a specific challenge or
issue that is affecting their industry.
© 2010 Matizmo Ltd.

4. Introduction
An e-book, on the other hand, is far more of an information tool.
It seeks to inform potential clients about a general
subject in a more informal way than perhaps the white paper.
It can be summed up thus;
© 2010 Matizmo Ltd.

5. Introduction
An e-book, on the other hand, is far more of an information tool.
It seeks to inform potential clients about a general
subject in a more informal way than perhaps the white paper.
It can be summed up thus;
A white paper gives
opinion backed by
concise argument.
© 2010 Matizmo Ltd.

6. Introduction
An e-book, on the other hand, is far more of an information tool.
It seeks to inform potential clients about a general
subject in a more informal way than perhaps the white paper.
It can be summed up thus;
A white paper gives An e-book provides
opinion backed by information backed
concise argument. by experience.
© 2010 Matizmo Ltd.

7. Introduction
Both are being increasingly used by B2B marketers as part of their
content marketing strategy.
If the purpose of content marketing is to produce and distribute
information that clients find useful – with the ultimate aim of
positioning the company as the conversation leader in the field
– then white papers and e-books are good ways to do it.
© 2010 Matizmo Ltd.

8. Introduction
Both are being increasingly used by B2B marketers as part of their
content marketing strategy.
If the purpose of content marketing is to produce and distribute
information that clients find useful – with the ultimate aim of
positioning the company as the conversation leader in the field
– then white papers and e-books are good ways to do it.
© 2010 Matizmo Ltd.

9. Introduction
Both are being increasingly used by B2B marketers as part of their
content marketing strategy.
If the purpose of content marketing is to produce and distribute
information that clients find useful – with the ultimate aim of
positioning the company as the conversation leader in the field
– then white papers and e-books are good ways to do it.
© 2010 Matizmo Ltd.

10. Introduction
Both are being increasingly used by B2B marketers as part of their
content marketing strategy.
If the purpose of content marketing is to produce and distribute
information that clients find useful – with the ultimate aim of
positioning the company as the conversation leader in the field
– then white papers and e-books are good ways to do it.
How effective these tools are depends on several factors.
© 2010 Matizmo Ltd.

11. 1. Does the content add value
to the readers understanding
of the market?
In order for a white paper or an
e-book to work it has to provide
a key “take outs” for the
reader. What can they use
immediately in conversation
with a colleague, or a client or
better still a boss?
© 2010 Matizmo Ltd.

12. 1. Does the content add value
to the readers understanding
of the market?
In order for a white paper or an The value you add to their
e-book to work it has to provide understanding of a subject
a key “take outs” for the is directly proportionate to
how successful it is.
reader. What can they use
immediately in conversation
with a colleague, or a client or
better still a boss?
© 2010 Matizmo Ltd.

13. 2. The information needs to
be free and yet positioned
as premium content
“Freemium” content, as it is now called, is what
most people are searching for, and expect, online.
© 2010 Matizmo Ltd.

14. 2. The information needs to
be free and yet positioned
as premium content
“Freemium” content, as it is now called, is what
most people are searching for, and expect, online.
Bottom line is, if they can’t
get it free from you, they
will from a competitor.
© 2010 Matizmo Ltd.

15. 3. How is the white paper
or e-book distributed
You could have a white paper called
“Futurology in Design”
which gives amazing insight into the
market but unless you have a means
to distribute it, it will simply not be
read.
© 2010 Matizmo Ltd.

16. 3. How is the white paper
or e-book distributed
You could have a white paper called Social Media provides
“Futurology in Design” the best opportunity
for distribution via a
which gives amazing insight into the
pre-existing and to an
market but unless you have a means
extent pre qualified list
to distribute it, it will simply not be
of interested parties.
read.
© 2010 Matizmo Ltd.

17. 3. How is the white paper
or e-book distributed
This could be your Facebook fans or members of your LinkedIn
group. By the very nature of social media, if you have managed to
fulfill the add value step, the reader is one click away
from recommending your white paper or e-book
to their friends and colleagues. This is an incredibly
powerful dissemination tool.
© 2010 Matizmo Ltd.

18. 4. Make sure it is a
content led document
Where using a white paper or
e-book might fail is if
you
give in to the urge to
lace sales messages
through the material.
© 2010 Matizmo Ltd.

19. 4. Make sure it is a
content led document
Where using a white paper or This is the easiest way to
e-book might fail is if
you lose the value and
give in to the urge to good will you have
lace sales messages built up with the rest
through the material. of the content.
© 2010 Matizmo Ltd.

20. Summary
White Papers and e-books when used as part of a wider
B2B marketing strategy can be effective. Provided,
of course, they have content worth reading which adds value
to the readers understanding of a subject.
© 2010 Matizmo Ltd.

21. Summary
This coupled with a good
distribution strategy will
see a return on the time investment in creating it
via incoming qualified sales leads and raised
awareness of the company.
© 2010 Matizmo Ltd.

22. Matizmo Ltd
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Visit: www.matizmo.co.uk
Email: info@matizmo.co.uk
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Cirencester
Gloucestershire
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