The ultimate guide to eBooks and whitepapers for B2B marketing
eBooks and whitepapers are two of the most effective tools for building credibility, generating leads, and educating customers. But when should you use each one? What sets them apart? And how do you make sure you're getting the most out of your efforts?
Let’s dive into everything you need to know about these two powerful content types. And if you're looking for support with your content strategy, including eBook or whitepaper writing, I can help.
What is an eBook?
Let’s start with eBooks. These digital books are designed to educate, engage, and offer value in an accessible format. Think of them as a more detailed guide or explainer on a particular topic. They’re visually appealing, packed with helpful images, graphics, and often written in a more casual, conversational tone.
The most common use for eBooks is to make complex ideas easy to understand. You could use them to break down new industry trends, share best practices, or offer step-by-step guides. They’re often longer than blog posts (usually between 5-50 pages), giving readers a deeper dive into a subject without getting too heavy.
Example in action: If you’re a software company, you might create an eBook on “How to choose the right CRM for your business,” breaking down the essentials of CRM software in a way that’s easy to digest.
If you’re looking for help creating an eBook that captures your audience’s attention, I offer eBook writing services that make the process easy and stress-free.
What is a Whitepaper?
Whitepapers are a little different. They’re all about diving deep into a subject, backed up with data, research, and analysis. Think of these as the business world's equivalent of a research report or academic paper—but aimed at helping your audience solve a specific problem or understand an industry issue in more detail.
While eBooks lean more into visuals and storytelling, whitepapers prioritise research, facts, and a more formal tone. They’re typically shorter than eBooks, ranging from 6-12 pages, but they pack a punch in terms of depth and detail.
You should use whitepapers when you want to showcase your expertise, provide detailed solutions to industry challenges, or help decision-makers justify investments. They’re particularly useful when you’re targeting prospects further down the sales funnel, those who are ready for a deep dive into your solutions or need data to support their decisions.
Example in action: A cybersecurity firm might create a whitepaper titled “The state of cyber threats in 2024,” offering insights into new threats, data breaches, and solutions.
If you need a hand with creating a whitepaper that positions your brand as a thought leader, I offer tailored whitepaper writing services—find out more.
Key differences between eBooks and whitepapers
Both eBooks and whitepapers are great for marketing, but there’s a common misconception that they’re the same thing. Here’s what makes them different:
Tone & style: eBooks are usually more conversational and approachable, perfect for breaking down complex topics in a reader-friendly way. Whitepapers, on the other hand, take a more formal, authoritative tone, focused on presenting facts and solutions.
Purpose: eBooks are often top-of-the-funnel content, aimed at educating and attracting new leads. Whitepapers work better in the middle to bottom of the funnel, where prospects are looking for detailed information to help them make a decision.
Audience: eBooks are great for educating a broad audience who are just starting to learn about a topic. Whitepapers appeal to those who are further along in their research, like decision-makers and managers who need concrete data to support their choices.
Visuals & design: eBooks are highly visual, featuring charts, infographics, and engaging design elements. Whitepapers focus more on text, with supporting visuals like graphs and tables to present data clearly.
When to use each type in B2B marketing
Choosing between an eBook and a whitepaper comes down to your goals and your audience. Here are some common scenarios:
Use an eBook when:
You want to attract new leads and build awareness of your brand.
You need to break down a complex topic into easy-to-understand sections.
You’re looking to build a connection with your audience through storytelling.
You want a visually appealing piece of content that grabs attention.
Use a whitepaper when:
You want to showcase your expertise and industry knowledge.
You need to provide in-depth analysis, research, or solutions to a specific problem.
Your audience is further along the buyer’s journey and looking for detailed information.
You want to help prospects justify a decision with data and research.
Use both together when:
Combining the two can be a powerful strategy. For example, you could offer an eBook as an introduction to a topic and follow it up with a whitepaper for those who want to dig deeper into the data.
The benefits of using eBooks and whitepapers
So, why bother creating eBooks and whitepapers in the first place? Here are some key benefits:
Lead generation
Both content types make excellent gated content, meaning you can offer them in exchange for contact details. This approach is perfect for building your email list and nurturing potential clients.
Thought leadership
When done well, eBooks and whitepapers establish your brand as an expert in your industry. They show that you know your stuff and are willing to share valuable insights.
Nurturing prospects
eBooks are great for bringing in new leads, while whitepapers are perfect for nurturing those who are already interested in your solution. They can support different stages of the buyer’s journey, helping to keep your audience engaged.
SEO & content marketing
Offering valuable eBooks and whitepapers on your website can boost your SEO efforts. They can increase time on site, improve engagement, and serve as linkable assets that other websites might reference.
When not to use them
While eBooks and whitepapers are powerful tools, they’re not always the best choice. Here’s when you might want to think twice:
If you’re short on time or resources: Quality eBooks and whitepapers take time to research, write, and design. If you can’t dedicate the necessary effort, you might be better off with shorter forms of content like blog posts or videos.
When your audience isn’t ready: If your audience is in the very early stages of awareness, they might not be ready to dive into a 10-page whitepaper. In this case, a simpler piece of content might do the job better.
Better alternatives for quick wins: Sometimes, a well-written blog post, an infographic, or a quick video can get your point across more effectively—especially if you’re trying to capture attention quickly.
Best practices for creating eBooks and whitepapers
Getting the most out of eBooks and whitepapers requires some planning. Here’s what you need to keep in mind:
For eBooks
Keep it conversational: Write like you’re speaking to a friend. Avoid jargon and keep the language simple.
Engaging visuals: Use plenty of images, infographics, and callouts to keep readers engaged.
Make it actionable: Include tips and advice that readers can put into practice right away.
Strong CTA: Wrap up with a clear call to action, guiding readers toward the next step, whether that’s a demo, a consultation, or another resource.
For whitepapers
Focus on research: Prioritise accurate, up-to-date data to back up your claims.
Organise content clearly: Use headings, bullet points, and summaries to make it easier to navigate.
Use visuals wisely: Graphs and charts are great for breaking down complex data, but keep the focus on the content.
Make it easy to skim: Include a summary or executive overview for time-pressed readers.
General tips for both
Work with a designer: A polished, professional look can make a big difference.
Promote smartly: Use email campaigns, LinkedIn posts, or ads to get your content seen by the right people.
Consider outsourcing: If writing isn’t your strength, outsourcing to a freelancer can save time and ensure a high-quality end product.
Work with me to create your next eBook or whitepaper
Creating a great eBook or whitepaper takes time, research, and a knack for storytelling. If you’re looking for a partner who can turn your ideas into compelling, polished content, I can help. I write content that doesn’t just sit on your website—it drives results.
Whether you’re looking to attract new leads with an engaging eBook or convince decision-makers with a data-packed whitepaper, let’s chat about how I can support your next project.