1. White papers circulate almost on their own. White papers are often referred to as “collateral with legs.” These valuable marketing pieces are often passed between colleagues, winding their way from one decision maker to the next. In an Eccolo Media poll, 89% of white paper readers said they presented the white paper to their colleagues after reading it. Moreover, white papers are long lasting – some are read up to five years later.

2. White papers generate new leads. If your white paper covers the precise problem your prospect faces then he or she will want to read it!  Typically prospects enter their contact information before downloading the document. At this point, your prospects are researching. They are seeking valuable content to educate them about possible solutions to their problem.

3. White papers are perceived as objective and factual. More academic weight is placed on white papers than on marketing material. Readers consider the source more reliable. In the same Eccola Media poll, 84% of those polled rated white papers as moderately to extremely influential in their purchasing decision. Since most white papers are treated as content and not advertising, bloggers and other industry journalists frequently quote white papers.

4. White papers provide additional content on your company's website. Keeping your site fresh with original content can be challenging. These authoritative reports grant a new dimension to your website.

5. White papers accrue minimal distribution costs. In addition to the document-with-legs phenomenon, you can publish your white papers on several website directories at no cost. If your white paper is truly educational, links to your paper will likely sprout up on other websites.