But first, what is a whitepaper?
‘Whitepaper’ is a general term for a fact-based, persuasive piece of writing. Although not a direct sales pitch, many companies publish professionally written whitepapers as part of their marketing strategy.
Ranging from 6 to 16 pages, your potential customer will devote time to read your whitepaper, so it must deliver information of value and substance. If it doesn’t, your company’s reputation may suffer.
Why are whitepapers useful?
A well-received whitepaper is forwarded through networks, recommended to industry peers and makes a positive industry-specific contribution.
In turn, this helps establish your company as a trusted adviser and reputable supplier of your particular product or service.
- Whitepapers are not opinion pieces. Rather they are a carefully crafted analysis of a topic. Whitepapers communicate a well-researched, logical argument with supporting evidence.
- Whitepapers are a powerful tool to use early in your sales cycle, when your decision makers are evaluating where to spend their dollars. This means your whitepaper message must carry weight.
- Whitepapers must provide useful content to your reader. Either to help them do their job better, to help them understand a complex technology or to help them solve a difficult problem.
Thinking about ‘Thought Leadership’
Striving to enhance your organisation’s global reach through digital whitepaper marketing may help position your company as ‘thought leaders’.
Of course, your whitepaper’s subject matter must deliver new or timely information of value to your industry. Plus, be backed by authentic facts from reliable reference sources.
Do you need a copywriter for your whitepaper?
Despite often being written by in-house experts, your company may choose to outsource your whitepaper writing to a professional copywriter.
This requires the copywriter to research your topic in detail, interview key personnel and industry sources, develop a viable content strategy and write an engaging whitepaper, on your behalf, in an appropriately prompt time frame.
You may also approach your whitepaper copywriter to create related whitepaper marketing material, such as social media posts, lead pages, customer surveys and more…