• Five Secrets of Great Tech White Papers

    What makes a great tech white paper?  What’s the difference between a white paper that “goes viral” and one that languishes behind a lead gen form?  A recent survey explores the value of white papers to the tech audience and reveals five secrets for producing great ones.

    Some highlights:

    Busy professional IT buyers are under pressure to learn about new technologies, solutions, providers and to implement and integrate in the most effective way possible.  White papers play a critical role in filling this education need:

    • 76.3% use white papers for general education on specific technology topic or issue
    • 73.8 % use white papers to investigate possible technology solutions for the business/technology need
    • 68% use white papers to learn about a specific vendor and their solution technology

    Whether due to increased availability of technical white papers or the demands of their job, IT buyers are reading/downloading even more white papers than ever:  44% said they have always read/downloaded a lot and that hasn’t changed.

    • TechWeb Digital Library users are downloading an average of 1.7 white papers per month
    • Over one‐third (38%) find themselves reading/downloading more white papers than they have in the past.
    • Only 11% of this group claimed to be infrequent white paper readers in the past.

    White papers offer the unique ability to educate readers on just about any topic:

    • 53% of the most recent white papers read by IT buyers focused on technology implementation or integration.
    • 48% were overviews of technology architecture or approach.

    For more data-driven insights on white papers, download the complete study.

    Elliot Kass has been a leading force in high-tech journalism and marketing for more than twenty years. A founding editor of InformationWeek, he’s held senior marketing positions at IBM and Computer Associates.Responsible for UBM TechWeb’s client-driven content development, Elliot works with hundreds of clients across the high-tech spectrum to craft messages and deliver information for diverse audiences of technology and business professionals.

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