Exploring White Papers: The High-Level Educational White Paper Example

Exploring White Papers: The High-Level Educational White Paper Example:

Many people think that there is only one type of B2B white paper, commonly referred to as the “hybrid” style white paper. Hybrid white papers present technical or complex information in a way that solves an existing business problem, challenge, or need. As a result, the hybrid style appeals to both a technical and a business reader.

Hybrid white papers describe the type, but not the approach. If you analyze how white papers go about the process of disseminating technical and business information, you find that there are actually five different approaches. Over the next few weeks, I’ll be taking a look at each one.  These five white paper approaches can best be described as:

- The High-Level Educational White Paper Example

- The Ground-Level Educational White Paper Example

- The Competitive White Paper Example

- The Testimonial White Paper Example

- The Visionary White Paper Example

Today, I’ll discuss the the “High-Level Educational White Paper Example”.

High-level educational white papers are the most common white paper approach used today. High-level educational white papers presents a frequently discussed industry, marketplace, or business challenge issue by outlining all of the relevant issues relating to the topic from a high-level, generic perspective. Since these white papers do not provide any technical depth, they usually have a very short length, around 6 to 8 pages.

A high level educational-style approach is useful when an organization needs to discuss all of their solution offerings under a single description. Industry analysts will often use the high-level educational approach they discuss a solution category from a global perspective. For example, when Gartner or IDC issues a white paper on the state of the smart phone industry, the information is presented in a broad, high level perspective. The white paper may list key features that appeal to smart phone users, but the tone of the white paper example is more concerned with the direction of the industry rather than the technical advantages with any single approach.

High-level educational white papers also use concept graphics as part of its format presentation. Concept graphics are illustrations that translate complex information into a single image that helps the reader better understand the strategy or solution. An example of a concept graphic is enclosed.

High-level educational white papers are typically the first white paper example that most enterprises offer to their target readers, and follow the announcement of a important strategic business direction. Subsequent white paper examples reiterate the content contained in the initial high level educational white paper.

High-level educational white papers are also a good approach when an organization doesn’t want to name their brand or solution by name. Using a high-level educational approach with the terms “solution framework” or “architecture” avoids naming the actual enterprise solution and prevents the concern of turning the white papers into an overt sales brochure.

Next week I’ll discuss the next white paper approach called the  “Ground-Level Educational White Paper”.

If you would like to learn you can use white paper marketing for lead generation, I invite you to review a FREE 10-minute sampler from my on demand course, “Craft Lead Generating B2B White Papers Like a Pro!