White papers are some of the most powerful tools at the content marketer’s disposal. These lengthy pieces of content have been the secret weapons of the business world for more than 20 years, and have become an integral part of many companies’ digital marketing strategies. Traditionally used in B2B marketing, white papers are detailed guides to a certain topic or concept, with the content reflecting upon the brand in a favourable manner. A well-written white paper will generate new sales leads by broadening a brand’s reach, as well as strengthening its authority and reputation. White papers may also show that the company is a thought leader in its field. Here are some quick tips for improving the quality of your company’s white papers.
#1: Choose a compelling topic
You may know all there is to know about welding safety or EU regulations on washing machines, but your audience won’t want to read a 2,000-word guidebook on these topics. Tackle common problems faced by your target market, any familiar reservations potential clients may have about your business or service or topics that are in the news.
#2: Discuss content ideas and structure
Once you’ve settled on a vague topic, you should try to split the topic into sections to provide structure to the white paper. Discuss ideas with others in your company. Most white papers are between 1,500 and 2,500 words in length. Consider splitting the white paper into three separate but related sections, and plan how you’ll bridge between them. You can then split these sections into sub-sections, further improving readability. Remember – the content must flow naturally between each of these sections, or else it’ll be a jarring read. You may also wish to break up prose with bullet points, diagrams or numbered lists.
#3: Don’t sell
White papers aren’t proposals, catalogues or adverts. They are meant to provide guidance: not to be sales documents. No-one will make it to the end of your white paper if it reads like a sales pitch. By all means include a call to action at the very end of the white paper, but the rest of the content should be helpful and actionable.
#4 Be careful with jargon
Your target market might be executives and business high-flyers, but you shouldn’t assume that all readers are aware of every single acronym and piece of jargon that you use. Write the first use of a phrase out in full before abbreviating it through the rest of the white paper. Explain jargon in-text, or consider using a glossary and/or acronym list.
#5: White papers are not blog posts
Although we usually recommend keeping a consistent tone across all of your external communications, white papers can be exceptions to this rule. You don’t want a hint of the conversational tone of blog posts when you’re writing a B2B white paper. Stay professional, and use an authoritative voice rather than the more relaxed tone you might use in your regular blog posts.
#6: Show it off
Once the writing and editing are finished, convert your file to a PDF and host it on your website. You should also link to it through social media – LinkedIn is a good option for most white papers. To make the most of your content, you may also wish to repurpose it for blog posts, guest posts or articles on LinkedIn. Remember to link to the full white paper within the shortened, repurposed blog posts.
Even if you’re the leader in your field, crafting a well-written white paper is no small task. It can be tricky to give it the attention and time it deserves. If you don’t have the time to devote to writing a white paper, a content marketing agency can be a valuable ally. Here at Crowdbait, we’ll write a white paper to your brief, respond to your feedback and keep editing until you’re 100% happy with the end result. Contact the Crowdbait team to learn more.
