White papers are usually not more than five pages and not less than a page. The main aim of a white paper is to convince people that the solution provided is the best for the given problem or that people should follow a certain position.
For commercial purposes, white papers usually play a major role in the decision making of both the current and prospective buyers. In the government setting, it can be used to find ways of solving certain municipal problems. If you plan what you want to write well, then you will end up with a purposeful and effective white paper. To write a purposeful and effective white paper, you should be able to understand your clients, clearly state the problem you want to tackle and come up with proper arguments that provide convincing and engaging solutions.
The first thing to do is to profile your audience, and this is what you need to do: Understand your audience As we have mentioned earlier, the purpose of a white paper is to advocate for a certain position or provide a solution to a certain problem.
What this means is that the problem might be specific to a certain group. You therefore first have to consider your target audience and try as much as possible to get to know their characteristics. This is very important because it will guide you when forming your arguments. You, therefore need to ensure that the solution to the problem or the position you are advocating for is familiar to your clients.
On the same note, you need to understand the level of expertise of your audience. This is very vital as it will guide you on how to structure your white paper.
Be captivating. You want to catch people right off the bat with your introduction. This means writing a summary of your white paper and including an organized list of topics. Emphasize the value you will create. Your white paper is not a billboard for your business—it is an opportunity to create an image of expertise and insight that will help your readers. In return, they may buy from you later.
First, though, you need to give them something of value, and you can only do that by filling your white paper with useful tips and information. Not bad for a few hours of work, right? Step 1. Do you jump at that chance every time you see it? You could invite potential customers to come in for a free consultation.
You might even get a few bites. Check out that hook! You can, however, promote this offer every day of the week! However, the company is able to translate what someone is going to get out of downloading this. Once again, not the prettiest alternative by any stretch. But at least you know what it means! Oh, to build an error-free warehouse quickly. Step 2. The research portion can get a little tricky depending on your business.
Usually, I find that, while topic experts are super knowledgable about the industry or product, their writing is too technical for the general public. So instead, I like to get their insights down on paper or in a recording first.
My second favorite strategy comes courtesy of Joanna Wiebe at Copy Hackers. This angle paid off when she worked with an addiction rehab clinic a few years ago. First, she combed through reviews, pulling out interesting insights or language that people would use. Then, after going through these phrases, she prepared a few headlines to see which resonated most. And then you can use all of the research compiled while reading those reviews to determine what major topics are going to fill out your chapters.
The next step is to prepare a simple outline. I like to use Google Docs because then I can send it to other people and get feedback on which elements should be included or stripped out. Next, start fleshing out the outline. Typically, sourcing images and graphics takes the most time. So I like to get those all organized before writing even a single word. Approximately 10 to 30 pages are recommended in length. Provision and benefits The finished white paper should be available for free download on the homepage as a PDF.
This way, anyone can benefit from your expertise, and you can generate additional traffic for your site. Depending on the target group, you can also share the document via social media channels and newsletters.
The production and distribution costs for white papers are low, but the design, planning and implementation can take a lot of time and effort. Unfortunately, the success of a white paper — as with various other PR and marketing measures — is not immediately quantifiable. However, a distinction should be made between regular advertising expenditure and the compilation of a white paper, as a substantiated document creates long-term value for the company, who can then benefit from it in several ways.
In general, white papers are more effective than conventional advertising messages. The combined facts and arguments they provide mean that interested parties can consult these documents for a long time.
Graphic elements can also be integrated into related subject articles and used for internal presentations.
Content seeding: essential for proliferating your white papers After you have finished the white paper and set up your homepage, you should start the process of content seeding. This way, you can distribute relevant information about your document in order to gain attention for your solution or product. To be able to achieve this, it is important to research thematically relevant blogs, forums and other websites that are focused on related topics.
Their goal is to create links with the right online presence. Be sure to in mind that website operators get many similar queries. It is therefore advisable to have an individual argument as to why your white paper is the most relevant to their site. You can also use cross-marketing strategies. In doing so, you can use thematically related content to create awareness of your white paper.
Likewise, you can discreetly point out other offers your company provides that are similar to the document in terms of content.
Next up, you want to add a few more opt-in forms to the rest of your site. Tips for writing a white paper How do you write a white paper? The trick is to make sure your white paper is organized and well thought out so that you will create a natural and genuine interest in your services. That way, it should be easy to read no matter which devices your readers use. The first commercial use of white papers took place in the technology sector.
Tips for writing a white paper How do you write a white paper?
Create a simple landing page that drives all attention to your form fields. Two others are much less well established: A blue paper sets out technical specifications of a technology or item of equipment. Follow up with how you can help. So craft a clever hook by figuring out what pain point resonates with your audience. Unfortunately, the success of a white paper — as with various other PR and marketing measures — is not immediately quantifiable. So instead, I like to get their insights down on paper or in a recording first.
This type is best used to generate leads at the top of the sales funnel, build mind share , or inform and persuade stakeholders, building trust and credibility in the subject. Publishing a white paper tests public opinion on controversial policy issues and helps the government gauge its probable impact. Their goal is to create links with the right online presence.
Several variations on the colour theme exist: The green paper is a proposal or consultative document rather than being authoritative or final. B2B business-to-business white papers are often used to generate sales leads, establish thought leadership , make a business case, or inform and persuade prospective customers, channel partners, journalists, analysts, or investors.
Think of it this way. Step 3.
In the government setting, it can be used to find ways of solving certain municipal problems.
This type of white paper is best used to supplement a product launch, argue a business case, or support a technical evaluation at the bottom of the sales funnel. The average conversion rate in the B2B industry, for example, is 2. In this form of the white papers, you can formulate your concerns extensively so that the addressees can get a comprehensive picture of the situation and your solution strategy. As the author of a convincing white paper, you can expect to be perceived as an expert in the relevant field, as you let the facts speak for themselves — this show trust in your product and makes you particularly credible. It is therefore advisable to draw up a white paper template for future projects after completing the first document. This also makes it possible to precisely address the needs of the addressees.
The important thing is that both white papers and e-books can help encourage and drive conversions. The trick is to make sure your white paper is organized and well thought out so that you will create a natural and genuine interest in your services. At that time, a distinction was made between governmental papers with white envelopes and longer legal texts with blue envelopes. That way, it should be easy to read no matter which devices your readers use. First, figure out who your audience is; who are you trying to reach?