White papers and e-books
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A white paper replaces the first meeting. It shows your method, your level of expertise and your price ranges, while securing in return the contact details of someone genuinely interested in the topic. It is one of the few pieces of content that builds both credibility and leads. ## Content that helps before it sells White papers that work answer a precise question: what budget for a project, how to compare two solutions, which pitfalls to avoid. The document helps the prospect decide, and it is often the best clients who download it. The sale comes afterwards, naturally, when the topic is well chosen. ## Design and readability A 20-page document must stay pleasant to browse: contents page, airy pages, diagrams, boxes. Neglected layout undermines the credibility of the content. ## Value after the download The file is only the beginning. A follow-up sequence with useful additional content, then an invitation to a meeting, turns downloads into conversations. Without follow-up, the white paper remains a file that is rarely reopened.When this guide is for you
- You sell an expensive service whose decision takes several conversations and several months
- Prospects always ask the same questions before contacting you
- You want to build a base of qualified B2B contacts without buying lists
- You attend trade fairs or events and need a memorable asset to leave behind
- You are preparing a new offer and want to test it with a limited audience
Step by step
- Choose a useful question — Pick a concrete question your prospects ask: what budget for a project, how to compare two solutions, which pitfalls to avoid.
- Gather substance — Interview in-house experts, collect real examples, figures and indicative prices, and a benchmark that helps readers decide.
- Write and design — Structure with a contents page, airy pages, diagrams and boxes, so the document stays pleasant to browse.
- Set up download and lead capture — A landing page with a short form, confirmation email and automatic transfer into the CRM.
- Follow up — Send a short sequence of useful additional content, then invite readers to a meeting, and measure responses and appointments.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| 15 to 25-page white paper | 15,000 – 60,000 MAD (approx. 1,400 – 5,500 €) | Writing, interviews, design, proofreading |
| Short 8 to 12-page e-book | 6,000 – 20,000 MAD (approx. 550 – 1,800 €) | A faster format for testing a topic |
| Industry survey report | 25,000 – 90,000 MAD (approx. 2,300 – 8,300 €) | Includes the survey itself and the analysis of results |
| Landing page and form automation | 3,000 – 10,000 MAD (approx. 270 – 900 €) | Download page, confirmation email, CRM |
| Cover and page design | 3,000 – 12,000 MAD (approx. 270 – 1,100 €) | Brand guidelines, templates, printable version |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Creating a document that opens with "about us" instead of answering the reader's question
- Asking for twenty fields in the form, which dramatically cuts downloads
- Publishing the white paper without a follow-up sequence: contacts are captured and then forgotten
- Reusing generic copy with no data or local examples, which offers nothing verifiable
Frequently asked questions
What is the difference between a white paper and an e-book?
A white paper is an in-depth document meant to convince a professional by setting out a method or a comparison. An e-book can be shorter and more mainstream, often educational. Both mainly serve to capture a contact.
How many contacts does a white paper bring in?
It depends heavily on the topic and distribution. A well-targeted white paper, shared with a qualified audience, often gets 50 to 500 downloads. The number of meetings booked matters more than the number of files downloaded.
Should it be sold or given away?
Giving it away for an email is the most common B2B approach. Charging a price, even a modest one, filters more but reduces volume. For a first offer, free with a short form works better.
How do you measure lead quality?
Look at the reply rate to follow-up emails, the number of meetings booked and the final conversion rate. If few contacts reply, the topic attracted too broad an audience or the form promised too much.
Should every contact be followed up?
Yes, and this is the step most often forgotten. Three to five emails with additional content, then a meeting proposal, are enough. A short, useful sequence converts better than a single email.
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