By Kevin Gault
The best white papers keep the reader in mind as they deliver powerful prose. A new white paper technology, however, is all about the viewers.
We’re talking about video white papers: online presentations based on print white paper content. They rely on video, graphics and animation to clearly convey complex business information.
An appealing aspect of video white papers is their combination of business details with the personal touch of audio and video, helping a company connect with viewers.
“When done well, a video white paper lets the speaker’s authority and personality bolster a program’s content, and that goes beyond what a print white paper can do,” explains Ann Roskey, vice president, Marketing & Audience Development at Massachusetts-based Accela Communications (a video white paper producer).
“The visual connection also enhances information absorption and recall, so when follow-up activity occurs, the viewer is more likely to remember your company and message.”
Viewer Metrics
An advantage of video white papers is the ability to get feedback from viewers, helping marketers zero in on consumer needs. “Since consumption of print or PDF white papers can’t be accurately measured, it’s very difficult to measure ROI on the development of content,” adds Roskey.
“Video white papers can provide a wide variety of viewer-reporting metrics. For example, form responses and the amount of time that segments are viewed are recorded within the platform database. This gives data about sections of the program that viewers are most interested in.”
Here’s an example of how a company uses a video white paper integrated into its home page. See http://www.biomni.com/.
The process of creating a video white paper starts with content from a print white paper. The cost of creating a video white paper could be an issue for some firms. Assuming that a company has a print white paper, the total costs—hiring an actor, production, delivery of media, tracking and measurement of results—can run from $10K to $15K. That does not include the cost of creating the initial white paper.
Our Take
The advent of video white papers won’t make print obsolete; far from it. In fact it’s clearly not for all businesses. Video white papers are still a “young” technology, but it’s already evolving with feedback mechanisms such as polling, ask-a-question capabilities and navigation tools. This budding technology means a wider audience for white papers. Writers’ words won’t only be read on paper, they’ll also be viewed in online video, graphics and animation as well.
