Using White Papers in Marketing
A white paper is an in-depth report that is informative and authoritative. White papers are often used to provide information and propose a solution to a problem. Increasingly, companies are using this as a tool to sell information or new products as solutions to a specific need. They often hire a white paper writer to research and create informative white papers.
While white papers are often used in marketing, they are not sales-y in nature. A white paper is written in professional, academic, thoughtful language, not sales letter type of writing. Because the white paper is written for people seeking a solution to a need or problem, it should contain useful information.
Effective Marketing with White Papers
When using a white paper as part of your overall marketing strategy, consider how to best utilize it. Because a good deal of time goes in to the research and writing process, it is not something that you are going to just give away. In exchange for the white paper, invite people to sign up for your email newsletter. People love getting something for free, so this can really help build your email list. However, people need to see value to get them to act.
A thoroughly researched and well written white paper should clearly state the problem. The next step is to propose a solution to the problem and connect how your product or service delivers that solution to your customers. The language should be serious in tone and professional.
Be sure to provide plenty of data, statistics, and factual evidence to support your claims. In addition to the information you want to convey, be sure to include examples and visuals in the document. Graphics, such as charts, tables, or graphs help to convey information in an accessible way for your readers.
The goal is to inform and persuade based on facts and evidence, rather than testimonials and sales pitches. This is what sets a white paper apart from other forms of copywriting. White papers can range from 6-40 pages in length, depending on the topic, how you plan to use it, and the amount of detail required to convey your message to the reader.
A white paper is a cross between academic papers and marketing content. You are providing expertise based on solid research and fully documented references. You are aiming to build credibility with your readers. For these reasons, white papers take longer to write and polish than blog posts or e-books.
The specifics of your white paper will depend on your business and what you offer to your customers. For example, if you sell equipment, you may want to create a whitepaper about maintenance and inspection of equipment in commercial kitchens, daycare centers, or medical facilities. You can provide information about legal requirements for equipment in specific settings or maintenance tips.
After you have explained the problem and proposed a solution to your reader’s problem, you can explain how your company, product, or the services offer the solution the reader is seeking.
Hiring a White Paper Writer
Creating a white paper takes a significant amount of time for research and writing. The amount of time depends on the length of the document, but even a shorter white paper will require some research time. Most business owners and managers lack the time to dedicate to the project. The solution is to hire a freelance writer to do it for you.
If you are looking for a white paper writer for your business, I can help. Contact me for more information.
