White papers are one of the most valuable resources in a marketer’s toolkit. In fact, B2B companies rank white papers as one of the most effective forms of marketing content above videos, blogs, newsletters and online presentations. It’s clear that white papers have a major impact in influencing prospective customers. In a recent study of B2B purchasers, white papers ranked as the second most influential asset, just slightly behind product brochures.
Tips for White Papers that Make an Impact
When used effectively, white papers can generate sales leads, demonstrate thought leadership, build brand image, drive website traffic and shorten the sales cycle. Content needs to educate readers about industry trends, offer groundbreaking insights and demonstrate why the authoring organization solves the problems readers are facing. Here are tips for producing a winning white paper:
- Pick the right topic. This seems obvious, but choosing the topic for your white paper may be your biggest challenge. Start by identifying your target audience and select an issue that helps them navigate today’s changing business environment. Ideally, the topic will be neither too big nor too small, and the final version should be between 5 and 12 pages. Avoid topics that the media, trade publications and your competitors have already covered extensively. Offer readers a fresh take on an ongoing topic or introduce something new, even controversial.
- Do your research. The best white papers are well-researched and offer sound and timely statistics. Look to research groups or professional industry organizations that conduct independent research. Then cite relevant statistics and findings to support your point of view. Some companies may wish to survey their clients and incorporate those findings into the content.
- Craft your content. Compelling white papers include the following components: attention-grabbing title, executive summary and/or introduction, historical context, problems and challenges, solutions and benefits, conclusion and company profile. In addition, white papers may include sidebars, charts and graphs, infographics, quotes from industry experts and citations or references. Poor writing can sabotage credibility, so consider working with a professional writer to create the best possible product.
- Format and design. Nothing undermines a good white paper faster than poor or no design. A professionally designed white paper supports your brand identity, enhances credibility and engages the reader. Effective design enriches the content and adds value and clarity. Create a layout that incorporates white space, headlines and subheads, a branded color palette, relevant graphics and easy-to-read typefaces. Once the layout is complete, proofread the white paper thoroughly for content and formatting issues.
- Promote your white paper. Once the white paper is published, the real work begins. Simply uploading the white paper to your website isn’t enough. Start by sharing the document with internal stakeholders, especially the sales team. Develop and distribute a press release, send the white paper to industry influencers and bloggers, create an e-mail campaign, promote it on LinkedIn, announce it on social media channels, repurpose the content into an article or a series of blog posts.
White papers are an essential component of a comprehensive marketing strategy. But not all white papers are created equal. To cut through the clutter and deliver maximum results, white papers need to focus on the reader’s pain points and clearly communicate the unique value your organization brings to the marketplace. To learn more about developing powerful white papers that drive sales, contact Trade Press Services today.