A whitepaper is an authoritative report or guide that often addresses issues and how to solve them. The term originated when government papers were coded by color to indicate distribution, with white designated for public access. They are among the top lead generation tools of B2B marketers, but you have to be able to show off unique information to warrant an exchange of information.
According to Search Engine Journal (SEJ), “the key differential of a whitepaper is that it must convey authority with the depth of its research – and it must be valuable enough to convert that lead.”
SEJ has a column, written by Alexander Kesler, where you will be shown ten different and creative whitepaper concepts that stand out in social media feeds, email newsletters and ads so that you can really impress your B2B audience. A good whitepaper could actually lead to great business opportunities for both parties.