White papers versus case studies
by Gordon Graham, That White Paper Guy
Many people are not clear on the differences between white papers and case studies.
But B2B marketers must understand how to use each one best.
After many years in technology, I've come to the conclusion that white papers and case studies are the two most powerful, most convincing, and most cost-effective marketing materials that any company can produce.
Sure, e-mail may be cheaper.
But you can't keep using the same e-mail for one or two years, like a good white paper.
And you can't recycle the contents of an e-mail in more than a dozen different ways, like a good case study.
So what's the difference? This table sums up the key differences.
|
Case Study |
White Paper |
Focus |
One customer's experience |
New solution to an old problem, or benefits of a product or service |
Message |
This customer loves our product or service |
Here's how our product or service can benefit you |
Length |
1 or 2 pages |
5 to 12 pages |
Production values |
Slicker: color photos, multiple columns |
Plainer: color graphics, single column |
Lifespan |
~1 year, then update |
1 to 2 years, then refresh |
Cost |
$1,000 to $2,000 |
$5,000 to $7,000 |
Time to do |
2 to 4 weeks |
4 to 12 weeks |
Effort |
Faster and easier |
Slower and harder |
Approvals |
External and internal |
Internal only |
When to use |
Later in sales cycle |
Early in sales cycle |
Why to use |
To reassure prospect |
To generate leads, build mindshare |
Offline analogy |
Word-of-mouth testimonial |
Well-researched article in industry journal |
The beauty of case studies...
I believe that case studies are the most cost-effective piece of marketing literature that any technology company can produce.
For $1,000 to $2,000, a B2B compant can commission a beautifully designed, magazine-quality case study.
Like speaking face-to-face with a happy customer, this document will reassure any prospect working in a similar industry or facing a similar challenge.
That's why I write a steady stream of case studies: They get results.
The power of white papers...
White papers are the heavy guns of any marketing campaign.
For $5,000 or so, a B2B company can commission a compelling and persuasive summary of the business and technical benefits of their product or service.
A good white paper will help prospects to understand an issue, solve a problem, or do their jobs better.
This document will likely be passed up and down the food chain at the company. And it will keep on working for at least a year, maybe longer.
That's why I write a steady stream of white papers: They get results.
From a B2B marketer's point of view, the key is to know the difference, and to use both documents to back up your sales efforts in the best possible way.
