How to enhance information absorption for your white paper?

Posted by Ambal Balakrishnan March 11th 10

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. Visual connection seems to engage viewers better and also enhance information absorption. We asked our panel of white paper experts "In what scenarios should video white papers be used? What are components of a good video white paper?". Read on to get their insights.

Michael Stelzner

Blog WritingWhitePapers Twitter Mike_Stelzner

"A video white paper combines information with a real person to create a very unique delivery mechanism"

Michael Stelzner's Bio

Michael Stelzner is one of the leading authorities on the topic of writing and marketing white papers. Michael is also the author of the bestselling book, Writing White Papers: How to Capture Readers and Keep Them Engaged.

Michael Stelzner's Tip

I came across an interesting example of video white paper sponsored by IBM. Simply defined, a video white paper takes the attributes of a white paper and presents them in a video format.

In this video white paper, a third party expert is bashing HP and Intel technology. It comes off as though you are listing to someone’s opinion, but it is rather persuasive. The video white paper combines PowerPoint type on screen information with a real person to create a very unique delivery mechanism.

In this example, there a few interesting things I want to draw to your attention:

• Registration required: In a smart marketing move, IBM plays the first 30 seconds of the video and then asks you to fill out a registration form in Flash. This allows them to capture a lead.
• Human face: You are actually watching a man talk and he looks right at you. You can kinda tell he is reading a script, but I like it.
• Jump around factor: This was designed so you can hop around and get to what you need - a nice touch from having to sit through 30 minutes of video.

Michael Stelzner Recommends

• Video White Papers Show Off Companies
• WritingWhitePapers Blog
• WhitePaperSource Newsletter
• WhitePaperSource Forum  

Jonathan Kantor

Blog WhitePaperPundit Twitter Jonathan_Kantor

"Interactive video white papers allow individuals to assimilate information in a way that best fits their fast-paced lifestyles”

Jonathan Kantor's Bio

Jonathan Kantor is the principal and founder of The Appum Group, "The White Paper Company", and has been producing commercial white papers for the past 11 years. He is also the author of the White Paper Pundit blog. Jonathan's experience with white papers is also coupled with over 25 years of enterprise business experience with leading industry innovators such as Apple Computer, Microsoft, Digital Equipment Corporation, and J.D. Edwards Enterprise Software (now a division of Oracle Corporation). This experience included a variety of sales, marketing, business development, and management positions.

Jonathan Kantor's Tip

While video represents an innovative approach to information delivery, document-oriented PDF white papers will remain the premiere way to distribute critical business information.

Today, the white paper is an online document-oriented medium, with the vast majority being published using the Adobe® PDF format. This provides business marketers with the greatest flexibility for onscreen viewing, online distribution, and hardcopy printing that meets the needs of both their marketing campaigns and business users.

For customers that use online social media and smart phones, interactive video white papers allow individuals to assimilate information in a way that best fits their fast-paced lifestyles. But given their short attention spans, video white papers would have a limited amount of time to adequately deliver detailed business benefit messages.

Rather than transform an entire white paper into an interactive video presentation, I prefer the concept of incorporating video as an additional element in the traditional PDF white paper format in the same way that graphics, charts, and illustrations are used. This would enhance existing text content by allowing the reader to switch between a short video or its associated text information in each white paper section. As a result, business readers could select either the information format that best support to their unique learning style.

Jonathan Kantor Recommends

• Generating More Leads with Video White Papers
• Free document distribution sites: Scribd.com, DocStoc.com, Slideshare.net, Gazhoo.com, Yudu.com, and WhitePapers.org. 
• Blog sharing sites such as BizSugar.com, Sphinn.com, and Reddit.com.
• WhitePaperPundit: The Friday FREE White Paper List, a listing of free white papers from weekly Twitter Tweets that don’t require registration, posted each Friday.
• Twitter search criteria set to keywords: “White Paper”, and “White Papers”.
• Google Alerts set to “White Paper”, and “White Papers”. 

Stephanie Tilton

Blog Savvy B2B Marketing Twitter StephanieTilton

 “Video white papers make the most sense for complex topics that require visual explanations”

Stephanie Tilton's Bio

Stephanie Tilton is an expert case study and white paper writer who helps B2B companies advance the buying cycle by engaging prospects and customers. Harnessing her unique blend of technical knowledge, marketing savvy, and writing skills, Stephanie has crafted nearly 150 case studies and white papers for leading brands such as Akamai Technologies, EMC, Macromedia, Novell, SAP, and Symantec. Her website is Ten Ton Marketing.

Stephanie Tilton's Tip

Video white papers make the most sense for complex topics that require visual explanations to clearly convey information. Companies that want to explore this option without making a big investment should consider embedding video within a traditional white paper to highlight important information or explain complex complex points.
 
Elements of a good video white paper

• An engaging speaker and strong story
• Interactive navigation
• Access to a transcript
• Links to related resources

Stephanie Tilton Recommends

• IBM video white paper
• Case study about Biomni’s use of video white papers

Example of video white paper

 

Related Articles

• ClickInsights: What is your favorite white paper? Why do you like it?
• ClickInsights: How to choose a white paper syndication partner?
• ClickInsights: What is the biggest mistake to avoid when writing a white paper?

 

posted in ClickInsights: Expert Interviews

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