But first, what is a white paper?
‘White paper’ is a general term for a fact-based, persuasive piece of writing. Although not a direct sales pitch, many companies publish professionally written white papers as part of their marketing strategy.
Ranging from six to 16 pages, your potential customer will devote time to read your white paper, so it must deliver information of value and substance. If it doesn’t, your company’s reputation may suffer.
Why are white papers useful?
A well-received white paper 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.
- White papers are not opinion pieces. Instead, they are a carefully crafted analysis of a topic. White papers communicate a well-researched, logical argument with supporting evidence.
- White papers are a powerful tool to use early in your sales cycle when your decision-makers are evaluating where to spend their dollars. Therefore, your white paper message must carry weight.
- White papers must provide useful content to your reader. Either to help them do their job better, to help them understand a sophisticated technology or to help them solve a difficult problem.
Thinking about ‘Thought Leadership’
Striving to enhance your organisation’s global reach, through digital white paper marketing, may help position your company as ‘thought leaders’.
Of course, your white paper’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 white paper?
Despite often being written by in-house experts, your company may choose to outsource your white paper 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 white paper, on your behalf, in an appropriately prompt time frame.
You may also approach your white paper copywriter to create related white paper marketing material, such as social media posts, lead pages, customer surveys and more…