EMC establishes its authority with 15 Minute Guide.
The marketing objective of any white paper is to establish the expertise of the organization offering it — usually so you’ll feel more confident in buying the products the company sells. In this case we’re describing the steps by which “fixed content” is entered in a database — think of a handwritten mortgage loan application, or a police accident report — so it can be accessed along with electronic records.
The challenge was to make the story compelling to a variety of readers in different industries — financial services, insurance and more — so they could learn from examples in other fields, rather than assuming those examples were not relevant to them. And of course, we needed to establish our client’s products as the solution to manage a variety of document and image processing needs.