Are there any differences between B2B white papers which are written by business for businesses and B2C white papers which are written by businesses directly for the consumers?
Most of the papers are written for the B2B market and very few are written for the B2C market. There’s a notion that businesses executives and decision makers are the only ones who are ready to dedicate their time to read white papers. People think that consumers aren’t ready to dedicate their time to read long papers.
But this is just a notion as B2C papers or e-guides have been known to work. In fact there are many of these papers which are much longer than the regular white paper length of 10 to 14 pages and have been known to work. Some of the B2C papers are even 20 to 40 pages long and they generate leads. Regular consumers aren’t as busy as decision makers and have a lot of time on their hands and they are willing to spend a fraction of this time to read long documents that will educate them. In this process these papers also persuade the reader and sell the product/service to them.
The way you write these two papers varies:-
B2B white papers:
B2B white papers are written using very formal language. They don’t directly sell the product. The writing is very indirect. There are no catch lines like “Pick up the Phone and call us today to receive this massive discount”. They discuss a problem in detail and then discuss the solution to this problem in detail. After this the company Info and the services or products are mentioned. There is normally no call to action. The design in these papers is also very formal.
B2C white papers:
B2C papers are more direct selling. They consist of problems and solutions that are discussed in a similar fashion as in the B2B paper, but the selling is very direct. After writing all the company info and the product/services info there is a strong call to action that asks the reader to contact the company straight away and use its services. There are also offers and free gifts that encourage the reader to buy the product and use the service. The design here is more colourful and more fun and it please the eyes of the reader. They are more attractive than B2B papers. Many of these papers also have testimonials to make the product/service appear more trustable.
Both types of papers have been proven to be effective when written the right way. So if you have a business and you don’t have a white paper. Then make sure you get one written now.