Email Marketing: Whitepapers or Executive Briefs? Why Choose?


Recently we came across an article suggesting that companies switch from whitepapers to executive briefs. The gist of it was that customers and prospects are more likely to read something shorter than take the time to digest several pages of a whitepaper.

In some cases that may be true. However, we believe whitepapers should still play a role in your marketing strategy, particularly if you are a new or smaller company.

We recommend incorporating both executive briefs and whitepapers, along with videos, infographs and other collateral. One approach would be to send out the executive brief, and let recipients know that a whitepaper is available on the same topic if they would like more information.

Whitepapers

You want people to think of you as an expert in your field? Send them a ten-page dissertation with evidence and research and charts and graphs and footnotes. And make sure you sprinkle in a lot of big fancy words and business terms like “core competency” and “cynosure”. They’ll think you’re smart even if they bail out by page four.

Actually, the best whitepapers are those that provide well-thought-out solutions to problems in terms their audience can understand. The marketing pitch is subdued but works through suggesting that a company that knows this much about its business is one with a product or service worth trying.

The downside? They take time to put together, and while you may be an authority in your field, that knowledge does not always translate into a multi-page document, unless you also have some writing experience. And it is true that we all have shorter attention spans these days – will your whitepaper be interesting enough to hold a reader’s attention?

That’s where a company like 360 can help – we have professional writers on our staff that can craft your expertise into compelling prose.

Executive Briefs

The benefits of executive briefs are obvious – they take less time to research and write, and are easier for readers to digest. They may lack the detail of a whitepaper, but there will still be room to provide some background information on your topic and recommendations for action.

A well-written executive brief can convey knowledge of industry trends and happenings that will boost your profile with potential customers.

Need help? 360 has writers standing by, poised at their computer keyboards, ready to spring into action on your behalf. Contact us and let us know what you need.


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