IT Buyers are very specific and consistent in what they require from a white paper
– Top components of a great white paper (in rank order):
o Tight abstract – keep to the point
o Minimal marketing – I am still learning
o Technology use case studies – what is everybody else doing?
o Product information and specifications – gotta have it
o Technical Diagrams – show me how
o Downloadable PDF versus digital format – let me read it on my time, please• Half of IT buyers would describe the white papers they come across most
often as ‘the right length.’ But what is it?
– 86% say to keep white papers under 10 pages with, 50% wanting even shorter ones at under 5 pages.
(InformationWeek Business)