The 3 Ways White Papers Can Make Your Company Stand Out

Have you been trying to find ways to give your company a more authoritative voice in your industry? If so, you have already found out how difficult it can be because of all the other voices that are saturating your market

So what should you do?

The answer is the white paper.  It just sounds so…..”official” doesn’t it? Well that’s because the term “white paper” was originally used to refer to official government reports. Nowadays, the term is used to describe a marketing tool that provides a more in-depth way to help a company’s readership solve a specific problem.

Are you unfamiliar with what a white paper is?  Then there are some key points you need to know.  This post will show you how white papers can help you increase your influence and authority

What It Is:

A white paper is a document that is used to endorse a specific approach to solving a specific problem. While it is considered a marketing document, its primary focus is not to sell your product. It is to help your reader solve a problem, become better informed on a topic, or provide tips and other helpful information.

The tone of a white paper is more formal and businesslike. It is almost like writing an academic essay. You will use facts, figures, charts, and you will cite sources and provide evidence to back up your claims.

White papers are not primarily used to sell product, but there is a persuasive element to them. Instead of using flashy sales pitches, they build a factual case for your product or offering. White papers rely primarily on evidence to get the point across.

Why Should I Write One?

“Expert” by Pete Prodoehl, on Flickr

There are several good reasons to write white papers. They can do wonders for your business if they are used effectively.

Enhance your Brand and Increase your Influence

White papers are one of the best types of content when it comes to establishing yourself as a thought leader. Since white papers are much more in-depth than blog posts, you will be providing more useful information to your audience. They will appreciate this.

White papers give you the opportunity to showcase your expertise. If done correctly, it will make your readers turn to you each time they need helpful ways to solve problems. It will position you as an expert. This is what you want.

Get Those Leads!

White papers are also instrumental in gaining more leads. If your white paper seems like it could help prospective readers/customers, they will be willing to give you their information.

Now you have an instant lead generator! This benefit alone is worth every bit of the effort you’ll spend in writing a white paper.

Sell More

Want to push that undecided prospect over the edge? Wow him with a killer white paper! Not only do white papers build more credibility and generate more leads, they can also influence buyers’ decisions.

There was actually a study by Eccolo Media that shows this. Their study found that 83% of their respondents said that white papers were moderately to extremely influential in their decisions. The more influence you have over your audience, the better.

How Should I Write One?

“Thinking” by Ores2k, on Flickr

Writing a white paper isn’t the same as writing a regular blog posting. It requires a lot of research and statistical analysis. Also, the tone is more professional and businesslike. There are three key points you should keep in mind if you’re thinking about writing a white paper.

Write for the Layman

Don’t assume that your reader has deep knowledge of the subject you are writing about. When you write a white paper, use language that is easy to understand. Refrain from using jargon or industry slang.

Of course, subjects

that are more technical may require the use of industry jargon. If this is the case, then it would be a good idea to include a glossary in your white paper that can explain words that laypeople wouldn’t be familiar with.

Develop An Outline

Don’t just go in and start writing. You need to plan out your white paper first. Create an outline and develop a strategy for writing the paper. This will give you a set of guidelines to refer to when you are writing your content.

Here are some things to think about when planning out your white paper:

• Goals: What are you trying to accomplish with this white paper?
• Problems: What type of problem are you trying to solve?
• Audience: Who is going to read your white paper? Why?
• Benefit: How will my reader be better off after reading it?

Remember, the goal is to benefit the reader as much as possible. Answering these four questions in your outline will make it easier for you to craft a high-quality white paper that can accomplish this.

Choose Something Unique

If you’re writing a white paper, try to take a different slant. Don’t just rehash material that has already been covered by everyone else. Your white paper will be more helpful and interesting if you approach the subject matter from a different angle.

If you can get more specific with your topic of choice, then you will have a more unique white paper to write. Before entering the planning phase, brainstorm some ideas. Find ways to look at certain problems from a different viewpoint. This is where your creativity will come in handy.

Now that you understand what white papers are and how they can benefit your business, you can get started on creating one. While the tips in this article are great guidelines, there is still more that goes into writing a high-quality white paper.

Contact us to find out how we can help you create an authoritative white paper that will keep your audience coming back for more!