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. Continue reading “What is a White Paper?”