1. White Paper

What it is:

The "granddaddy" of content, white papers are topical reports, typically 8 - 12 pages long, on issues that require a lot of explanation. Also known as "conference papers," "research reports," or "technical briefs," they are perfect for demonstrating thought leadership on issues vital to your buyers.

A cool tool for:

• Technically complex products or services
• B2B enterprises
• Educating prospects on new ideas or changing trends

Not so hot for:

• Commodities
• Impulse purchases
• Retail B2C

ORACLE	IBM
Few topics are as complex as database management, but by investing in a clear white paper that walks business people through their options, Oracle builds buyer confidence while reinforcing its  position as a market and thought leader. This cutting-edge white paper was an interactive PDF (not printed). Oracle case study compliments of Grayton Integrated Publishing.	IBM asserts leadership within the telecom community through its provocative paper, The Changing Face of Communications: Social networking's growing infuence on telecom providers.

3 key play points:

1. Can generate leads
2. Positions company as a thought-leader
3. Applicable to print, electronic PDF or digital magazine formats

Bonus Links:

• White Paper best practices from the experts via DemandGen Report
  
• Major Study Reveals the Power of White Papers courtesy of Michael Stelzner
  
• White Paper WOW Factor for Small Businesses courtesy of ContentMarketingToday
  
•  Attract and Retain Customers with Content White Paper from Junta42
  
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Introduction

Chapter 2- eBook