Content marketing has become one of the most popular ways to generate leads and create brand awareness for businesses. With so many different types of content available, it can be difficult to know which type is best suited to your business. White papers are one of the most effective formats for delivering valuable information about a product or service without coming off as too “salesy.” Here’s why:
1) A white paper helps you showcase your expertise in your industry.
You can write about whatever topics you want but should focus on demonstrating how knowledgeable you are in that specific field.
For example, if you work in IT consulting, then a significant portion of your white paper could be devoted to discussing how cloud computing will change the future of technology within organizations.
2) Your white paper should include tons of data.
The best way to impress potential clients is with facts, figures, and numbers. While it’s important not to overload your audience with statistics, you can provide a few key takeaways that are sure to wow them.
For example, if you work in social media marketing or SEO services, then you could showcase how a business’ revenue increases when they focus on specific marketing strategies.
3) They help you form long-term relationships with your customers.
Once you have their attention, the best way to keep it is by continuing to deliver valuable content to them over time. You can do this through white papers, webinars, and eBooks that build on one another.
This way, you can eventually land a big contract with a client by proving how valuable your services are.
4) White papers help establish you as an expert in your industry.
You have to become an authority on something if you want potential clients to take you seriously. They need to know that they can trust you to help them accomplish their goals and that you’re one of the best at what you do.
If they don’t think that about you, then chances are they won’t hire you. Writing a white paper around a key issue your business is tackling makes it easier for potential clients to understand how dedicated you are to solving problems.
If you work in an industry that is rapidly evolving, then it’s important for people to know what trends are emerging and how they’ll affect businesses like theirs. For example, if your company works primarily with manufacturing companies, sharing information about advances in robotics or 3D printing would be useful to them.
If you write an eBook or create a video, it’s important to make sure that the content is easily accessible and digestible to your audience. With white papers, however, you can incorporate more advanced concepts that are harder for people to understand through other mediums.
If you work in law, for example, one of your white papers could focus on discussing legal issues around data sharing and how it’s impacting the future of the industry.
With so many people using social media to engage with brands, it’s important that your content is easily shareable. You can do this with white papers, email campaigns, and eBooks that you place on your website.
For example, if you work in SEO services for B2C companies but want to reach out to B2B clients as well, then offering a white paper on the importance of SEO in the business-to-business world is a great way to reach multiple audiences.
8) White papers make it easier for companies to digest your content.
If you work in a field like marketing, then the only way for businesses to provide feedback is through their website or by calling you. An advantage of white papers, however, is that they can be downloaded and shared around an organization with ease.
This allows people within an enterprise to access information even if they’re not currently looking for it. For example, if your company delivers webinars, then you can send white papers to people who attended them to get feedback and measure your success.
9) White papers are great for earning client trust.
If you want to get new clients or maintain the ones you already have, then offering them content that educates them is a great starting point. A white paper forces you to organize your thoughts and put together a cohesive argument, which makes it easier for people to trust you because they know that you’re knowledgeable about the topic you’re discussing.
For example, if your company works in marketing automation, then one of your white papers could be focused on the importance of lead nurturing.
10) White papers give companies a reason to contact you.
One of the biggest challenges when working in marketing is getting your content in front of the right audience. This can be even more difficult if you’re not willing to pay for ads or blog sponsorships, which makes it challenging for businesses to justify hiring you to handle their marketing needs.
With white papers, however, you can offer your expertise to potential customers while also providing them with valuable content. This creates a win-win scenario where they get access to information about marketing automation while also allowing them to get in touch with you if they’re interested in learning more.
A bonus tip when making white papers is to use Venngage — an infographic maker that offers free white paper templates for everyone to choose from. Here are some of the best white paper examples we got from their website!
