ARTICLE

WHITE PAPERS: WHY DOES YOUR BUSINESS NEED ONE?

Short form content, such as reactive comments and blogs, can be a great way of increasing brand awareness within your marketplace and shining a spotlight on your experts and their personalities. However, if you’re ready to take your communications campaign to the next level, you might want to consider investing in longer written pieces, such as white papers.

What’s a white paper?

In a nutshell, a white paper is a report or guide that informs readers about a complex issue. The best ones add value for the reader by identifying a key problem for the target market, before advising on how to overcome it. They’re usually around 5-10 pages long and can be published on the business’ website, as well as other places.

Why write one?

As well as increasing your business’ credibility and positioning your experts as thought leaders in their marketplace, creating compelling long-form content can provide a reason to engage with new and existing sales leads.

White papers and reports can also help to draw traffic to your website and grow your business’ online visibility.

How can I develop a white paper that packs a punch?

So, you’ve decided to take a leap into the world of white papers. Following the below top tips will ensure your planned report has the maximum impact:

Choose the right topic

It’s important to captivate your target market by ensuring your white paper is focused on an interesting and original topic. Before you start drafting, do some research – are you saying something valuable and new that solves a real problem for the marketplace, or just echoing the thoughts of your competitors?

Stick to a logical order

Your white paper should have a logical structure, that begins with an attention-grabbing title and introduction, before giving some context on the topic you’re discussing. It should then provide a valuable solution, before rounding things off with a conclusion and a clear call-to-action.

Keep content punchy

The fact that a white paper is longer than a standard article isn’t an excuse for it to be boring. If anything, you may need to work harder to keep the reader engaged and encourage them to read on. Consider how to break up the text using snappy subheadings and keep explanations clear and concise. Soundbites, facts and figures and case studies or anecdotes are all techniques you can use to bring colour to your report.

Don’t forget design

Remember that the best white papers grab the reader’s attention with how they look, as well as what they say. Writing with design in mind ensures the final report will pack a punch. For example, are there any key stats or quotes that it’s worth pulling into a box-out? Also consider any data visualisations, such as charts and graphs, or imagery that could be used to bring the report to life.

Include a strong call to action

Put simply, a white paper without a clear call to action is an opportunity missed. When rounding off your report, make sure you’re clear about the next steps that you want the reader to take and include contact details. For example, do you want them to get in touch with the firm’s experts, join a newsletter or mailing list, or join an upcoming webinar or event?

Consider the wider campaign

White papers work best as the heart of an integrated campaign. Think about how to make the most out of the content by promoting it across a range of channels. For example, this could include a press release, summarising your key findings, a thought leadership piece for the trade press, expanding on one of the key themes explored and a series of social media posts.

If your thought leadership campaign has picked up momentum and you’re looking for new ways to promote your brand, writing a white paper can be a good place to start. By choosing an original idea that adds value for readers and keeping an eye on quality, content reports can deliver measurable benefits for your business.