Probing Your Target Reader for Greater White Paper Effectiveness

Updated: November 23, 2010

Enclosed are four details that business marketers should ask about their target reader, besides the customary title and position, in order to achieve greater white paper effectiveness:

1. Ask the target reader's age range: The age range of the target reader provides guidance for the most effective format of the white paper. Older audiences tend to devote more time to reading hard copy and prefer text-oriented documents. Younger readers tend to prefer reading material online and as a result, prefer PDFs with a greater number of visual enhancements and page design to be engaged to the content.

2. Ask the gender break down of the target readers: Understanding the percentage break down of males and females that will be reading the white paper provides guidance for including a case study in the white paper. Male readers tend to prefer facts and statistics to backup solution claims, while female readers tend to prefer case studies, proof of concept, and real life examples to reinforce solution advantages and business concepts.

3. Determine the organizational hierarchy of the target reader: This information about the target reader provides guidance as to the total number of individuals involved in the decision making process within the organization. It also provides insight into the number of additional readers that will be needed to reach a decision beyond the primary target reader. With this information, marketers can better understand how many readers/divisions must gain access to the white paper, which can provide insight into the next steps necessary for the distribution of the white paper within the enterprise.

4. Determine the organizational details within the target division: Understanding the target reader's business division and its relationship to the parent company may provide insight whether you will need to reference the parent organization in the white paper. This step is needed to build credibility for the white paper in the target reader's mind.

Featured Research
  • How VoIP is Transforming the Healthcare Industry

    The healthcare industry, like many industries, is in the midst of an era of rising costs and an ever increasing pressure to drive down expenses. Now, what if we were to tell you that there was a simple solution to these problems? The answer is VoIP. And to make it sweeter, it allows for your hospital staff to utilize modern mobile devices as resources instead of antiquated phone systems. more

  • Don't Make These 10 CRM Mistakes

    Finding and buying a CRM is exciting. It is also quite daunting as you want to be as prepared as possible so as to avoid making a costly mistake. We have seen that many businesses fail when implementing a CRM, as they repeatedly make the same errors over and over again. more

  • Video Conferencing Goes to Court

    Think technology can’t be utilized in the courtroom? Think again. Video Conferencing within the court system can be extremely cost-effective, efficient, and time-saving. Courtrooms can benefit greatly by video conferencing in expert testimonies, translators, witness testimonies, and much more. more

  • Can Gamification Improve Contact Center Performance

    We have all heard the phrase "all work and no play". Well, would you believe us if we were to tell you that by implementing gamification you can INCREASE contact center engagement, morale, and overall performance? Spoiler alert: 89% of contact center employees believe that a point system within their contact center would boost their engagement! more

  • [Infographic] 8 Common Pain Points UC Eliminates

    Every company has moments of frustration, it is when these moments become extended periods of inefficiency, or pain points, where we start to see loss in productivity and employee morale. What truly sets a successful business apart from those of its competitors, is how they take these pain points and use them as opportunities to improve upon procedures and systems to eliminate pain points and move beyond what was the status quo. more