Evaluate the white paper based on what you’ve learned from your text. How does a report like that one enhance the firm’s content strategy? Who do you think is the intended audience? Why might someone within that target market find the white paper valuable? Comment on any other insights you gather from reading the paper.As the texts states, “a good white paper is written for a business audience, defines a problem, and offers a solution, but it does not pitch a particular product or company” (Barker et al., 2017, p. 196). I would not define the given example, Millennials + money: The unfiltered journeying by those exact characteristics or verbiage however it does provide useful information. Instead of presenting a problem, the example educates the audience on millennials financial mindset offering guidance backed by real data and statistics. This supports the information gathered in the text in which it was stated that “A white paper should contain sources, facts, and figures” (Barker et al., 2017, p. 197). The white paper enhances the firm’s content strategy because it valuable and relevant while seamlessly weaving in their “solution” or objective withoutpitching. I believe the target audience, millennials, is clearly labeled in the title, and this is definitive because they will find the most use in it. They will find it most useful because this is information that directly aligns with what they hold in high regard, their mobile and their money. For example, “millennials are increasingly looking for digital banking services, digital debt, and portfolio management, and apps offering a full suite of services – so they don’t have to connect with their bank in person” (6 Ways). This document provides information to resolve this millennials issue. Overall this white pagesexample was effective I believe because it was able exceed the target audiences expectations.References:Barker, M. S., Barker, D., Bormann, N. F., Roberts, M. L., & Zahay, D. L. (2017). Social Media Marketing: A Strategic Approach. Cengage Learning.6 Ways to Master Marketing Financial Services to Millennials. EVERFI. (2021, April 26). https://everfi.com/blog/financial-education/marketing-financial-services-to-millennials-2/.r/sJa’Nice Locket-Dortch ReplyReply to Comment
Richard LuceroMondayJul 12 at 7:35pmManage Discussion EntryHi Class, Evaluate the white paper based on what you’ve learned from your text. How does a report like that one enhance the firm’s content strategy? Who do you think is the intended audience? Why might someone within that target market find the white paper valuable? Comment on any other insights you gather from reading the paper.This white paper was Facebook IQ taking on the issue of millennials and how differently they handle their financial lives. Now, with Facebook being dominated with users who are millennials, they have the upper hand to pull data from their site to formulate this white paper. The white paper seems to make good use to the 9 steps under best practices, in our text. The first step was the team at Facebook to assess the needs and what specific topic were they going to focus on for this paper. Once they had addressed the financial topic with millennials, they were able to go onto the next step which is formulating a plan, “…how the content will be constructed” (Barker, 2017). They can then go on to the next two steps of acquiring the information that is needed to support their topic and to organize it all into an easily readable and understandable content. Now with regards to the design of the look and feel of this paper, they do a great job of providing plenty of information but in short sections with clearly defined titles to allow the reader to scan and read only the information they are trying to acquire; even adding graphics to display analytical information. All that also ties in with the two steps of write and illustrate which leaves the couple of steps to review, revise and approve, then to publish the material.The intended audience for this particular white page I would think would be to both financial companies and millennials seeking out information or guidance in how to approach the problem. For the financial companies, this white paper will help to address the question of how to better fit their business strategy to the needs and desires of millennials. The white paper does address what I’ve believed for years, that the world is quickly evolving and changing and therefore companies need to evolve with it, if they want stay profitable and successful. For millennials this could also prove to be beneficial in looking at statistics and other information about how they should approach financial intuitions and be able to get exactly what they want out of those new partnerships. All in all this has been a very well-constructed white paper, that Facebook does not try to sell a product but comes out of it as a trusted source of information and a platform that is broadly used and benefits a lot of people and companies alike.References:
Barker, Melissa, Barker, D., Bormann, N., Roberts, M.L., Zahay, D. (2017). Social Media Marketing. A Strategic Approach. Boston, MA: Cengage Learning.Industry Insights. (2016) Millennials and Money: The Unfiltered Journey. Retrieved July 12, 2020 from https://www.facebook.com/business/news/insights/mi… by Richard Lucero on Jul 12 at 7:35pm Reply
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