Three 'Non-Tech' Sector Markets for White Papers

Updated: July 05, 2011

With the proliferation of white papers over the past ten years, there have been a number of commercial sectors that previously had used them in a limited role, and are now taking a second look with this medium.

What constitutes a good potential market for white papers? Any industry or sector that has a complex solution strategy that requires in-depth education as part of the pre-sale, lead generation process. Three that comes to mind include:

- Social Media Consulting Services - As Social Media proliferates into a mainstream online marketing vehicle, companies are realizing that updating their social media properties takes a lot of time. The concept of the old "PR Firm" is transitioning into the new "Social Media Marketing Firm" that will update your social media properties and propagate your online social media presence. Since these strategies vary from firm to firm, client to client, or sector to sector, publishing white papers for each targeted market segment is the perfect strategy to educate prospective customers as to how a social media firm operates and the advantages for prospective customers.

- Financial Markets - Finance is a broad topic encompassing everything from commercial and investment banking, investment strategies, market and financial analysis, securities, and even online solutions for fraud-prevention (and many more). Each topic comprises complex processes, procedures, workflows, and formulas that are ideally suited for the white paper medium.

Explaining these using only text would be a mistake. A much better strategy would be an extensive use of charts, graphs, and workflow illustrations that are core principles of a good white paper designed to grab reader attention.

- Support Services - The plethora of online sites specializing in help and support services for home improvement, healthcare, and 'how-to' services is ideal for white paper marketing. Not only is the use of white papers perfect for new users that require the knowledge of navigating and using online resources within the site, but it also is the perfect medium for participating vendors to tout their services.

Just as the site charges a fee for display advertising, charging an additional fee for vendors to post their own white papers explaining their service advantages would become an additional and lucrative revenue stream for the marketer. Sites such as Angie's List come to mind.

Featured Research
  • 10 Contact Center Myths Busted

    For most forward-thinking companies, the use of contact center software is on the rise. That said, in spite of contact center software’s sudden rise in popularity, a number of myths have begun to take shape. more

  • Go Mobile and Increase Employee Productivity

    The Bring Your Own Device (BYOD) and Voice over Internet Protocol (VoIP) tech trends now allow people to work whenever, wherever, and however they want—mobility makes it happen. more

  • [Infographic] How to Select a Phone System in 10 Steps

    Choosing the perfect phone system for your business is no small task …. Depending on the size of your company, the industry in which you work, and the specific needs your phone system will be required to meet, any number of solutions could get the job done. more

  • SMB CRM Providers Comparison Guide

    A good SMB CRM system can be an incredibly valuable asset for your business. As more businesses recognize this value, the amount of SMB CRM vendors is expanding quickly. Navigating the pricing plans, features, and service terms of all these can be a decision-making nightmare. more

  • 2017 Business VoIP Cost Guide

    Reducing expenses is one of the main reasons that businesses switch from traditional office phone systems to VoIP technology. But many people rush this decision and end up spending more than they need to. The costs of implementing a new VoIP system can increase quickly, especially if you don’t strategically plan for it ahead of time. more