by Deb Harrsch
“I want to put out a white paper, but I don’t have anything to talk about.”
Believe it or not, that is a real statement – and I’ve heard it from more than one client over the course of the past fifteen years.
I am always amazed when clients tell me they have nothing to talk about. Of course, you do!
I usually say, “Have you ever done a poster at a trade show?” The response is inevitably, “Well, yeah.”
Guess what? We can use that as the basis for a white paper!
What is a White Paper?
Let’s take a quick step back for a second and start with what is a white paper? Why are they important?
A white paper tends to be a focused, technical document which delivers information around a complex topic, and provides a company’s solution or viewpoint. It’s designed to help readers understand the topic and potential resolutions.
It’s not typically an overly-formal document, but it’s not casual like a blog, either. It usually delivers information around a process, a product, or an application. A white paper could also be based on an application note or a poster you presented at a conference.
But, it doesn’t necessarily have to be about a product or a service. Sometimes white papers are about big, broad topics and cover an industry like digital transformation, pharma 4.0 or AI. An example might be a white paper on AI and how it’s impacting markets.
Why Are White Papers Important?
This section is arguably the most important part of this blog post. This is why you want to use white papers in your marketing. They:
- Educate not only your prospects, but also your sales team and the media
- Provide decision-makers with relevant information when considering purchases
- Produce qualified leads
- Develop your reputation as a thought leader
And isn’t this what you really want from your marketing efforts?
White papers allow you to talk to your prospects about topics which are important to them. They explain your intellectual property via technical, process-driven content. While we obviously don’t give away your trade secrets, we do dive deep into your subject matter, demonstrating the processes you use to solve key issues for your customers.
Eccolo Media’s 2014 B2B Technology Content Survey reports that “white papers rank as the most frequently consumed content type (49%) when decision-makers consider a technology purchase.” With that many decision-makers consuming your whitepapers, it’s clear that they are an excellent lead gen tool for your marketing efforts.
While you shouldn’t “gate” or require a registration for your case studies or other literature or marketing collateral, your white papers are another story. Because the level of information and detail is more comprehensive, you can – and should – have a ‘register to download’ form gating your white papers. This gives your sales team an ongoing stream of qualified leads.
How Do You Structure a White Paper?
White papers are at least two to three pages in length – and more typically around four pages – or approximately 2,000 words. I always say that a white paper should be between 1,500 and 2,000 words. You don’t want to make them more than that, because people aren’t going to have time to read it. If you do have more information than comfortably fits into this format, you may want to consider breaking it up into several white papers focused on narrower sub-topics.
Great! So now we know how long a white paper should be – but how should you structure it?
When you think of putting together a white paper, especially a technical white paper, it will be focused in much the same way as you would approach a poster. Our typical formula for creating a white paper starts with a short abstract, which is essentially a lead into the conversation. We move on to providing information on all the elements that our client brought together to achieve the product or the service they developed. We then describe the process which created the product or solution and wrap-up with the results.
It’s very technical, and ultimately reads like a thought leadership piece.
An interesting way of adding support for the info in the white paper is to include one or more abbreviated case studies. This provides not only reinforcement of the topic and shows how your customers are using your product, but this tactic also provides a good entrance for those who are hesitating to register for the white paper.
How to Use a White Paper in Your Marketing
While people won’t give up their email and register for a case study, they are more likely to do so for a white paper, because it contains technical expertise. As I discussed earlier, white papers are a great download deliverable for lead generation. You can also use your white paper as a deliverable for gated content on third-party sites.
You should be using your white paper in your advertising as well. Whether you’re doing print or digital ads – be sure to develop a great landing page that finishes the marketing message from your ads. Once you’ve created the infrastructure, you can use the white paper in any ad you do – from trade journals to Google display ads. This gives the audience an opportunity to learn about a topic from you.
Caution! The topic of the white paper you use in advertising must match the ad or it won’t work. You can’t do a white paper on topic A and run an ad about topic Z.
By using a white paper in your advertising, you put your company in a thought leadership role. We’ve seen many situations where a prospect was not familiar with a particular company, but through advertising and white paper exposure chose to go with that company because they had discussed the topic before.
Other ways to use your white paper in your integrated marketing efforts include:
- Social media – Because your prospects and customers are likely following you on your social channels, you should promote your white papers on your social channels along with a link to the landing page.
- Blogs – You can re-purpose some of the white paper content into a blog post, which also pushes to the landing page where visitors can download the full white paper.
- Press Releases – If you’re doing a press release about a certain topic and your white paper addresses that topic, you can include it as a possible download in a press release.
- Trade Show Follow-up – You do send out mails after a trade show is over, right? In a simple “thank you for stopping by our booth” email, you can include a link to the download form for the white paper.
- Email Newsletters – In your e-newsletters you have another opportunity to provide your customers and prospects with a link to your white paper.
- Lead Nurturing and eMarketing Campaigns – White papers are a perfect tool to use when nurturing leads. Whether it’s a lead you met through a show, social media, or a sales call, sending a white paper as part of an ongoing lead nurturing program delivers key information to prospects when you aren’t there.
When you think about it, one single white paper can provide an ongoing abundance of qualified leads for your sales team. Every download delivers a solid reference point. “This person downloaded my white paper, so they are really interested in learning more about this particular process or thought leadership piece.” It gives your team a warm lead to follow.
Are you ready to put white papers to work? Call us today and get started.
Brandwidth Solutions serves the healthcare, life sciences, energy, and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.