Are you using white papers as part of your business-to-business marketing and communications strategy? Do you know how to write one? How to promote it?
A white paper is a persuasive essay that uses facts and logic to help people understand an issue, solve a problem or make a decision. They are not designed to directly sell your product. Rather, they help you connect with potential customers, educate them and gain their trust.
We recently completed white papers for the following clients:
* Swisslog Healthcare, a maker of pharmacy automation equipment
* Huron Consulting
* CyrusOne, a data center REIT
How do you write a white paper?
1. Define your goal: Do you want to attract attention at the top of the sales funnel? Arm your sales people with arguments and proof points? Show potential customers how your product has helped others become successful? Educate journalists or bloggers? Or do you need a white paper that helps “clinch” the sale at the bottom of the funnel?
2. Pick an editorial construct: Your persuasive essay might be one of the classic formats – problem/solution, issue backgrounder, case study or numbered list. Your marketing goal will influence the format.
3. Hire a professional team: Sure, this sounds self-serving, but most marketing directors can’t devote 20+hours to researching an issue, interviewing subject matter experts, writing and rewriting. (Full disclosure: I have more than 6 years of experience as a newspaper reporter and 10 years as a freelance writer). Don’t forget putting a copy-editor and graphic designer on your team, too.
4. Promote, promote, promote: Once your white paper is done, give it a prominent home on your website. Send it out via e-newsletter, post it on social media and print it, too. What about making it into a podcast, or posting it as images on Pinterest?
5. Measure! Track how many leads you got from your white paper, and from which channels. Talk to your sales people, and see how it helped.
Want to brainstorm white paper topics for your business? Email me.
