The Art of Writing the Perfect White Paper
White papers have, for long, been used by not-for-profit organizations, NGOs, and governments to gauge public opinion on new policies. With the expansion of digital footprint, white papers are often used by private companies as a marketing strategy for brand awareness and lead generation. This is because white papers essentially have a lower advertising appeal.
By ANWESH KOLEY
Understanding a White Paper
Content today generates business and the key to effectively channelize quality content to boost revenues is a white paper. A white paper is a marketing and sales asset, which aids problem solving and streamlines the process. It is a document used by businesses to explore a particular subject matter related to its product or service thereby generating the required numbers.
In a modern day business set up, a white paper is more than a mere knowledge document. Today, a concisely written white paper extensively delves into a specific topic, problem, or solution relevant to the business.
Business units can use a white paper to announce new products or services to the general public or other stakeholders. They can be distributed via an internet landing page that may be promoted through the following:
- Blogs and social media platforms
- Podcasts
- Paid marketing initiatives
- Organic search engine traffic
White papers have, for long, been used by not-for-profit organizations, NGOs, and governments to gauge public opinion on new policies. With the expansion of digital footprint, white papers are often used by private companies as a marketing strategy for brand awareness and lead generation. This is because white papers essentially have a lower advertising appeal. They are more fact oriented and clearly describe the essential attributes of a product or service.
Why do We Need a White Paper
The key usage of a white paper is for businesses to promote their products or services to new customers, decision-makers and other relevant stakeholders. A good white paper engages and educates a business’s given clientele with in-depth information that does the work for the customer. The idea is to address a specific topic relevant to its industry and the wider business spectrum. A white paper can establish a business as an authority on a specific topic in the public eye.
By effectively engaging with the public, a white paper has emerged as an informative tool for knowledge sharing and stakeholder empowerment. It is an avenue for a business’s marketers to share information about new products, services, or methodologies that their business offers. White papers are also used in business-to-business (B2B) marketing, for businesses to inform other businesses in the supply chain of their products or services.
“In a modern day business set up, a white paper is more than a mere knowledge document. Today, a concisely written white paper extensively delves into a specific topic, problem, or solution relevant to the business.”
How to Write an Effective White Paper
A Relevant Topic
The most essential part of your white paper journey is to zero down on a topic most relevant to your TG. Often, finding the right topic can be the biggest challenge. It is essential to identify the right audience whom the scope of your white paper will appeal to. Next, choose an issue that’s interesting to them and they can instantly relate to. It can be an immediate case study of successful companies in your industry to create benchmarks, for instance.
Keep it Professional
The essence of an effective white paper is to be descriptive and professional. Writing a white paper is not similar to writing a blog. You need to use a business writing style, which is relatively formal and explains the requirements clearly.
Your Intro to Fame
A captivating intro sets the perfect tone for your white paper. You want to catch the attention of the right audience from the word go and your intro is the best tool to set this tone. Pique their interest, and then tell them what they’re going to accomplish by reading your white paper. This includes writing a summary of your white paper and including an organized list of topics.
Adding Value
A white paper is as emphatic as the value it adds to the work process of your audience. Make sure to emphasize the value you will create with your presentation. Your white paper is not a billboard for your business, but an opportunity to create an image of expertise and insight that will help your readers. Whether this generates immediate sales for you or future avenues comes later. Initially, you need to give them something of value. This can only be achieved by loading your white paper with useful tips and information.
A Clear Structural Flow
A well-structured draft creates a positive impression throughout your presentation. Make it a point to come up with a clear outline first, and then proceed to write your paper. Be sure the flow of your white paper is in sync with your goals. This instantly grabs their attention, while delivering the requisite value, and makes them take further action.
Start it First
First, write out your draft and then sit for editing it. Once you have your outline put together, get your thoughts down while they are still fresh in your mind. It is important to begin with your ideas. You need not bother about editing the draft at every stage until you have completed the draft. If the idea of the white paper is clear, you will have no challenge going back and ensuring your work flows seamlessly afterwards.
Proofread your Way
Proofreading forms the backbone of a successful white paper (or any other document, for that matter!). Go back over your draft and see what needs to be done to make it read better. Ask for other people’s opinions, because they may be able to catch mistakes you overlooked. Read it out multiple times, to ensure there are no run-on sentences or mismatched phrases.
Ensure Effective Feedback
Like any other form of communication, you must complete the chain by following up with your audience and provide help wherever required. If you are selling a product or service that will help your readers, make sure to mention it at the end. You would do better not to use a white paper to blatantly sell your product or service. Instead, your proposition should accentuate the value you offer, which eventually drives the audience towards your offerings and the value it creates in their business and lives.
Are you looking for assistance with writing whitepapers, case studies, marketing collateral, technical documentation, and other forms of content, feel free to contact us.
