Way back, white papers used to be known as Government epistles on legislation but today, white papers are part and parcel of online marketing strategy for most businesses.
A strong white paper has the ability to ensure that your company is seen as a leader in it’s field. The thing about white papers is that many people write them from the stand point of shouting out about their product or service when the trick is to do just the opposite.
A good white paper is one where a viewpoint is taken on a particular product or service and developed using examples of that product or service with full explanations of it’s benefits, failings, disadvantages and impacts. The white paper is structured and backed up with a full reference to where the facts were found. A strong white paper is also backed up visually with explanatory diagrams as well as promotional photography where necessary.
To write a strong white paper takes time and most of that time is in research. White papers have a very different tone to the usual online article or post and can be quite lengthy and formal. Before you start using white papers as part of your marketing arsenal you need to ask yourself what your objective is.
The most obvious objective of a white paper or a series of white papers on a particular topic, product or service is that of gaining visibility and ensuring that you are seen as forerunner in this market. To achieve this you need to write from a factual viewpoint and ensure that this view is supported with relevant data. You need to remember that people who read white papers are decision makers and influencers within those markets and you need to develop their trust on your opinion.
To do this you need to think carefully about who are writing it for. The approach to a scientist would be totally different to that needed to convince a mechanical engineer about your point of view.
By concentrating on the readers interest and needs you will gain credibility in their eyes instantly but, to do this, you need to walk in their shoes for a while understanding their problems in the market you are writing about and addressing them succinctly and clearly.
The end result of your white paper should be to gently lead your reader to the self drawn conclusion that the product, service or business you are suggesting will more than meet their needs thereby ensuring that they take action.
Delivering a white paper can be done online through your website or your business blog. It is a wonderful way to offer added value to your site as you can offer it for FREE in return for their name and email details thereby building your database of subscribers while you build credibility in your niche.
For more on writing white papers or if you want a writer who can write a strong white paper for your business, service or product please email jane@therightwriter.co.uk
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