Question

Topic: Strategy

Analyst White Paper Vs. Company White Paper

Posted by allen.blaz on 4/9/2014 at 8:44 PM ET 250 Points
We are in the early stages of creating an 8 to 12 page white paper that describes a problem in the marketplace and positions our product as the solution. We are planning on distributing the document to our current prospects as well as using it as a lead gen piece. This will also be used as a foundational document that will spin-off other content collateral (infographics, fact sheets, etc.)

We have the opportunity to use a third party, objective analyst to create this white paper. They will be able to frame the market problem from their industry expertise perspective as well as position the concept of our solution as the answer.

Our other option is to keep this in-house and internally write and design it.

The pros and cons are as follows:

Analyst Pro: Credibility, objective, opens bandwidth internally, completion time decreased, analyst will do the research

Analyst Cons: Expensive (25K-35K), harder to control the messaging, possible copyrights to content

Internal Pro: Control the messaging, significant cost savings (time of 3 FTE)

Internal Con: Time suck, completion time increased, lost credibility

Is having a white paper created by an analyst with their name on it have more of an impact in the marketplace, rather than having a company deliver the messaging in white paper form?

Is the credibility of an analyst where the messaging isn't 100% controlled worth the significant cost increase?

Is an analyst white paper overall better than a company white paper and is it worth the cost based on the pros and cons?

Thank you!
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RESPONSES

  • Posted on 4/9/2014 at 9:01 PM Moderator
    Of course, a lot depends on the specific details (e.g., Is the outside analyst well-known in the industry? Are you a market leader? Etc.), but in general I'd say to go with the outside analyst for credibility, objective tone/positioning, etc.

    If the piece is effective the cost won't be a big deal. And if the analyst wants more work from you, he/she will do a great job. And internal staff time costs you something too. It's just the funny accounting that makes their time look "free."
  • Posted by saul.dobney on 4/10/2014 at 5:41 AM Member
    The reputation and standing of the analyst in the industry are important if you want to go that route. Journalists may be another option for shorter editorial pieces. Even with an analyst report you'll need your own materials so it's not quite either/or.
  • Posted by tcgren on 4/10/2014 at 6:10 AM Member
    Agree with Saul that even if you go the analyst route, you still need your own materials. It would be a campaign after the analyst report issued which jumps on the findings and reinforces your value-add and thought leadership in the marketplace.

    If the analyst has high integrity in industry, then it will be good. If not, then people will just say you paid the analyst to influence the writing of the white paper.
  • Posted by Gary Bloomer on 4/10/2014 at 6:33 AM Member
    How much do you want it? If the outsider's name adds to your bottom line through association and you can afford the fee, why not go for it.

    Otherwise, keep its creation and design in-house and invest the money elsewhere.
  • Posted on 4/10/2014 at 4:42 PM Member
    A third option to consider is partnering with a customer or vendor who has a bigger name than yours and would add the same level of credibility as your analyst but for a lower cost. We have written two white papers with one of our suppliers who is a much bigger company than ours. Both white papers have gotten extensive placements because of their big budgets.
    I would also look more at the possible uses and placements of your alternatives. If the analyst white paper will help you break into sites that your customers visit then there may be a strong preference for the analyst, especially if you compare it to the price of ads. An expert content piece in a publication that your customers love, where he/she recommends you specifically, is pretty valuable. If you can't count on good placements but will only be distributing the piece yourselves, I think an internal one is just as good and you can spend your money better elsewhere.
  • Posted on 4/10/2014 at 8:59 PM Accepted
    KSA could be right. You might consider a third option -- namely hiring a great copywriter with marketing know-how to work with your inside folks to create the whitepaper. My guess is that this can be accomplished for $10,000 or less.

    Lots of talented people here who could probably do this very well. And it would keep you in control and cost a lot less than the expert analyst.
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