Forbes ‘Non-Text’ Study: A View to New White Paper Formats

Forbes ‘Non-Text’ Study: A View to New White Paper Formats:

Why is a blog about white papers spending so much time discussing “non-text” methods of presenting complex business information? After all, isn’t text the primary format for white paper information?

Not according to Forbes.

In a recent study sponsored by the leading business information resource titled, “Video in the C-Suite: Executives Embrace the Non-Text Web”:

“While the Web itself is in the midst of a video makeover, executives are transforming their habits to be more open to video—the non-text Web—as a highly reliable and trusted source for gathering and filtering business information. Text remains their preferred format, but executives appear as willing to take action based on viewing a video as they do reading an article.”

The Forbes white paper provides some startling statistics about how C-Level information assimilation and reading habits are changing in today’s Internet and Social Media age. Not to say “I told you so” but this is one more example why white paper writers and marketers should consider these findings when formulating their white paper content and formatting strategies. For example:

• Video is becoming a critical information source for senior executives. More than 80% said they are watching more online video today than they were a year ago.
• Senior executives are also turning to video more frequently. Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
• Work related video can drive senior executives to take action. Overall, 65% have visited a vendor’s website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad.
• The Social element of online video is strong in the executive suite. More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often. Younger executives appear very willing to share and view videos using social media.
• Organizations looking to reach senior executives with video should consider some of the preferences voiced by the survey respondents. The survey found that executives like information in a mix of text and video. They look to different outlets for different types of videos (e.g. business sites for news, YouTube for testimonials). And many are willing to engage with longer videos.

What can white paper writers and marketers learn from these findings?

As I have been saying many times before, your white paper reader is changing. As text-oriented ‘baby boomer’ executives are replaced by younger Gen. X/Millennia, Social Media oriented decision makers, reading habits will change. This will force changes to traditional text whitepaper formats and white paper examples. To ignore these changes will relegate the text-oriented white paper to the same fate as newspapers in today’s fast-paced news marketplace.

If you would like to learn six valuable tips on how you can make your white papers more effective with a changing business audience, please pick up a copy of my FREE white paper, “Ensuring that Your White Papers Appeal to Busy Executive Readers”, by clicking on this link.