Resolving the Differences between a Blog Post and a White Paper

In this era of online marketing, content marketing has proved to be one of the best forms of marketing. B2B companies use the most of this & try to reach out maximum target audience. The best way that companies follow is to reach via the content. The content may be in the form of White Papers, Blog posts, Brochures, Case studies or e-books. But, still many people are not clear about what the purpose of each of them and what to choose over other. All of the above-mentioned forms of content have their own benefits. Today we will clear the confusion between the white paper and blog posts.

What is a White Paper?

For starters, a white paper is the detailed description of a particular problem or topic. A white paper explains the benefits of a particular technology, product or service. It is based on facts and logical arguments & contains graphics. White papers get published on the Web and are printed by researchers or organizations. A white paper is about 3000-5000 words. Historically, white papers were legislative documents that explained policies, actions and methodologies.

Benefits of White Papers:

Below are some key benefits of using a white paper:

1. White Papers Create Leads : This is the most prominent advantage of a white paper. As it contains both educative substance and direct advertising in the form of CTA in the end, it has a high conversion rate. Also, a typical white paper requires an e-mail address before downloading, & hence this also helps in capturing potential leads.
2. White Papers Creates a Better Brand Image : A white paper can be used to spread aptitude and manufacture a superior brand image. In the end of a paper, rather than composing an enticing pamphlet one can compose a short portrayal of the organization. This will enable individuals to comprehend what the organization does and enable you to show your certifications and ability in your field.
3. Knowledge about the Product or Service : White papers are created citing thoroughly researched facts and figures. They give in-depth knowledge of the products & services. Most of the buyers rely on white papers to gain information about what all a company offers before making a purchase.

What is a Blog Post?

A blog post is a log or journal of data, particular themes or feelings. Blog posts can be instructive or engaging, can advise or convince and can have any perspective. Blog posts are usually the writer’s opinion on a particular topic. Every blog contains some eye-catchy images to attract more reader. They are short in length and are convenient to post. Blogs are a good way of reaching out the target audience. They are a major part of the online marketing strategy of every marketer and are generally published daily.

Benefits of Blog Posts

Here are some of the most important benefits of having a blog for your business:

1. Boost Search Engine Rankings
   Blogs are the best way to provide frequent content. The content should be latest and should contain some keywords as well. Search engines love fresh and optimized content. By blogging consistently, one gives Google and other search engines new content to index. And, this helps to improve the search engine rankings, making the blogs appear on the first page in the search results.
   
2. Develop Relationships with Potential and Existing Customers
   Blogging allows a person to connect with the site visitors. This can be accomplished by asking the readers’ questions at the end of the posts to get the conversation going or by simply allowing comments and feedback. By reviewing and responding to readers’ comments, one can create a rapport with the audience, build trust, and gain valuable insight into what your customers are looking for.
   
3. Establish the Business as an Industry Leader
   No matter how small a business is, one can build trust and clout within the industry by providing valuable, expert information via the blog posts. Over time, one becomes a “go to” resource for helpful, informative content, which can ultimately lead to higher customer conversion rates. This is especially important for small businesses looking to gain credibility to compete with larger companies.

So, these were some of the benefits of a blog post which make it kind of mandatory for every company and business to include them in their marketing strategy.

Difference between a Blog Post & White Paper

Let us now take a look at some of the key differences between the two:

1. Length : The word count of a good blog post is somewhere between 350-800 words whereas the word count of a white paper is generally more than 6000 words or no less than 6 pages.
   
2. Style : A blog post is usually opinionated and can be written in informal way whereas a whitepaper is strictly formal and professional.
   
3. Time : The time taken to complete a blog post is usually 1-3 hours whereas the time taken to complete a white paper is about 1-3 months.
   
4. Structure :A blog post usually contains a heading, sub-headings, some images & conclusions whereas a white paper contains a title page, table of content, summary, introduction, causes & potential solution of the problem, results and conclusions.
   
5. Duration : Duration of a blog post is usually for a few months & then it gets outdated whereas duration of the white paper is 1-2 years.
   

An interesting part to keep in mind is that from a whitepaper, a number of blog posts can be generated. Blog posts can be written focusing on the topic of the white papers. As blog posts are shorter in length, sub topics of the white paper can be made topics of the blog posts.

From a handy outlook, blogging just bodes well. With negligible exertion and cost, one can easily compose a blog post to support internet search rankings. This is an open door & no company should leave it behind. But, white papers can help you increase traffic, strengthen relationships, spread expertise, increase social proof and generate a lot of leads. Each has its perks and letdowns. It all depends on the way you intend to use them!