Clients often ask us about the difference between eBooks and whitepapers. They want to provide their site visitors with something of high value that contains more information than what’s included in a regular blog post. However, they’re not sure which avenue to take: an eBook, or a whitepaper? And that comes down to not knowing what each type of content is supposed to achieve.
If this sounds like you, you’re not alone. Here’s everything you need to know about whitepapers and eBooks—including their similarities and differences.
The Common Ground
Both whitepapers and eBooks serve the same purpose: to educate the audience (i.e., site visitors). These visitors can have different personas (from a sales perspective) and may be in different phases of the buyer’s journey. Both contain more information than a typical blog post and are longer in length. And unlike blogs and case studies, whitepapers and eBooks are typically gated. The gating is used to collect the names and contact emails of prospects.
An eBook is…
An eBook is, as the name suggests, an electronic version of a book. In digital marketing, it can be anywhere from two to several thousand words in length. And while informative, it’s written in a more casual tone and is targeted toward a broader audience. For example, a storage solutions company may want to reach both technical (e.g., engineers) and non-technical (e.g., CTOs) audiences with an eBook topic like “Top 5 Cloud-based Secure Storage Solutions”.
From a sales perspective, eBooks can target multiple phases of the buyer’s journey (i.e., the sales funnel). They provide value during both consideration and the entertainment (post-sales) phase. eBooks are written in plain English without jargon so they appeal to audiences outside the industry.
Also, as a rule of thumb, eBooks are visually appealing. They are designed to engage the reader through smart copy and top-notch design. They can contain infographics, lists, tables, highlighted text, and diagrams.
SolarWinds is a market-leading solution provider of IT obervability and monitoring applications. Here’s how eBooks at their site look.
A Whitepaper is…
The aim of a well-written whitepaper is to provide further information or perspective on a topic.
We use the term whitepaper to describe a document written for a specific audience with an assumed level of knowledge on a particular subject. For example, “The Case For Including Mobile Device Management Into Endpoint Management” is an excellent whitepaper topic. Why? Because it’s targeted toward cybersecurity practitioners. Whitepapers are usually shorter in length than eBooks because they are meant for busy people.
Also, whitepapers cover a topic from a higher perspective and can have a more formal and technical tone. They don’t have jazzy stock images of smiling people or infographics. The key ideas, thoughts, arguments, and the like are not punctuated by quotes, or “fast facts” , instead, you can see screenshots, tables, or charts. People read them because they have to, not because they want to. And that’s why technical whitepapers are often targeted at decision-makers who may not necessarily have hands-on technical skills.
You can have a look at Amazon Web Service (AWS) whitepapers to get an idea.
How to Choose: eBook or Whitepaper?
To find the answer, first, find who your target audience is. Then decide what you want to give them through your content, and how you want to present it.
If you are hoping to present a thought leadership piece to position yourself as an expert in your field, a whitepaper is what you’re after.
Alternatively, if it’s strengthening business-to-consumer relationships and helping your sales funnels, an eBook will deliver more value.
Keen to find out more? Contact us for a no-obligation chat. We would like to hear your story.