By Kevin Gault
There’s a new type of paper making waves these days. It has all the elements of a typical white paper, but there’s a difference: It’s not on paper.
Video white papers have the same goals as traditional white papers-to educate and engage the reader-but they add audio, visuals and interactivity to draw in people.
“A video white paper uses multimedia elements to create a presentation that conveys the same information that a print white paper does,” says Tony D. Clark of Success From the Nest. “Many executives are comfortable dealing with white papers and don’t like the idea of sitting through a presentation or a demo. A video white paper has the same basic format as a print white paper-providing good, solid, objective information-and applies it to a presentation using different media.”
Ann Roskey, vice president of Marketing and Audience Development at Accela Communications, traces the interest in video white papers to the needs of today’s information-hungry consumer: “Information consumption patterns have changed markedly in the last few years, so marketers must adapt their communications to meet the style of their audience. Savvy marketers are looking for ways to incorporate video into all of their communications. A video white paper is simply an alternate delivery medium that uses visual elements such as video, graphics and animation to convey information.”
The Future of Video White Papers
Clark contends that video white papers have a bright future because, in many cases, it’s easier to tell somebody something and demonstrate it than to write it out in text. “Because of easy-to-use tools such as video, audio and podcasting, you can integrate these elements into a presentation and make it more enjoyable than just reading a document,” he says. “And a video white paper can be turned around in a week; a white paper for print usually takes much longer.”
Clark points to a recent situation in his own business to illustrate the time-efficiency of video white papers. A client planned to hold a meeting of its steering committee-a large group that needed a lot of information-and the time frame for creating the presentation was very short. “Typically, the client would do a white paper, have it published and provide it for the group so they could review it,” Clark explains, “but this was a very quick turnaround time. We had to provide the group with comments from an expert as audio for the presentation so we did a video white paper that included some concise text. We got the presentation done in time.”
According to Roskey, video white papers will continue to have value, but to keep up with the competition, marketers must get on the bandwagon right now: “In certain markets, moving from text to multimedia white papers is no longer a luxury, it has become imperative for marketers to produce content in this format because many of today’s consumers have grown up with multimedia online environments and that is what they expect.”
Print Is Here to Stay
Not everyone is sold on video white papers. Michael Stelzner, founder of WhitePaperSource, doesn’t fully buy into the concept. “I think what we’re seeing here is really just a new term for the old-fashioned video or Flash demo,” Stelzner says. “Remember, the average white paper is about 6 to 12 pages in length. That would take more than 30 minutes for a voice talent to speak. Thus, video white papers must be content-stripped to be effective. This still leaves the need for a delivery vehicle that can contain more detailed messages, such as a white paper.”
Clark adds, print white papers won’t become extinct. “There’s still something to be said for having hard copy that you can take with you and read anywhere, instead of having to be in front of a computer screen or attending a meeting to see it.”
For help with creating video white papers, Clark recommends the books Presenting to Win by Jerry Weissman and The Story Factor by Annette Simmons. Go to http://www.accelacommunications.com/programs_ibm_sol.htm for an example of a video white paper produced by Accela Communications
