Content marketing has verified its worth time and time again.
Don’t just take our word for it. SEO visitors has proven to be five times greater that pay-per-click (PPC) advertising and ten occasions greater than social media.
Google itself says that content could “likely matter more than some other factor ” with regards to SEO.
It is no wonder content marketing is definitely predicted to be worth more than $600 billion dollars by 2024 . Content creation is already the top outsourced activity among business-to-consumer (B2C) companies who rely on outsourcing.
Content marketing is a complex subject with many different aspects across multiple channels. We’re talking instructional and academic articles, blogs, social media content, ebooks, videos, webinars, whitepapers… and the list goes on.
We’ll focus on whitepapers in this article, but this is only a fraction of content advertising should be one piece of the strategy that includes many other working parts.
Need a high-quality whitepaper written for your business? The done-for-you content services through expert-level writers include whitepapers , starting around $105/page.
What Is a Whitepaper?
Whitepapers are informational documents that are usually written in an academic style.
On average, most whitepapers are approximately 2, 500 terms. Their primary purpose is to highlight a problem and propose solution(s) while promoting a product or service.
A whitepaper is often designed for business-to-business (B2B) marketing, however it can also apply to B2C marketing and advertising strategies as well.
However , in the case of B2C, this form of content marketing is most effective for prospective customers who are searching for an educational, unbiased syndication, not a quirky listicle or typical advertisement.
A whitepaper is NOT a:
- Fancy, image-heavy brochure
- User manual
- Technical support document
- Traditional ad
Whitepapers are designed to notify and persuade using specifics, statistics, research, studies, and evidence. They aren’t likely to be trending on Facebook, however they can still be a powerful piece of your content marketing strategy to give your company an edge.
What is a whitepaper? How can it give your business' content marketing strategy an edge? How can you write one? Find out in this step by step guide.
Click To Tweet
How to Write a Business Whitepaper in 5 Fundamental Steps
Whitepapers serve a specific marketing requirement for businesses. They raise consciousness, educate consumers and clients, demonstrate a need in just a specific industry, and assistance to establish your business as a leading authority on the subject matter.
Also noteworthy – the high quality, relevancy, plus usefulness of whitepapers are a plus for SEO.
But writing a whitepaper is not for the weak hearted. It takes a lot of preparation, time, motivation, and determination, and also strong writing skills.
After all, you don’t stand out as an expert within your field simply by cranking out an unresearched piece of articles in 30 minutes. There’s serious work that goes into a whitepaper.
1 . Choose the Right Topic
Just like every other piece of content in your online marketing strategy, it all starts with choosing a topic that people will want to go through.
When you are considering the right subject matter, there are three primary factors that should influence your decision:
- Audience: Who will be reading your whitepaper? Is it concentrating on a B2B client, such as a wholesaler partnering with a merchant? Or, if you’re writing to get a B2C audience, are you contacting established customers who are currently familiar with your business and sector, or prospective leads who else presumably have little information about the subject?
- Expertise: A whitepaper can help to establish a person as an authority in your industry, so make sure you’re sticking with your strong suits. Your content should be able to offer both internal knowledge as well as external research. Keep your whitepaper focused on your own target niche.
- Solution-Focused Problem: Successful whitepapers identify a timely, relevant issue, and then they also provide a answer to said problem. Even though the file format is academic and educational, a whitepaper is still the marketing asset. You need to explain and examine an issue, after that propose how you can solve this.
Before you decide to dive into the hard work associated with writing a whitepaper, be sure you read other whitepapers very first.
In addition to providing you an idea of what to expect, you can even identify knowledge gaps and various angles to build on current content rather than publishing a redundant whitepaper that rehashes the same ideas already being discussed.
2 . Conduct Thorough and Comprehensive Research
A high-quality whitepaper is data-focused and backed by credible research.
Just like other forms of content you publish, make sure you’re using reliable sources and including citations. Using information from dubious resources is one of the fastest ways to eliminate your credibility.
If possible, include your own internal documents and studies along with industry resources, case studies, research, and recent data.
a few. Draft an Outline that Follows Proper Whitepaper Formatting
Unlike an average business report, which usually summarizes the findings at the top and after that dives into greater detail, a whitepaper will feature the conclusion at the end of the document.
The beginning should include a well-defined problem declaration.
Your goal is to take the reader on a journey that starts along with examining a problem, then shifts into solutions, and ideally concludes by proving that your product or service is the best option to solve the problem.
Think about your outline as the skeletal system of your whitepaper. Organizing the points you want to make, as well as your chapters or sections, can help you stay on track so you can escort your reader with a clear, logical flow.
4. Write Initial, Edit Later
Once you have your simple outline, start writing with out reservations. It’s easier to dive right in, record all of your thoughts and research, and then go back later to fix mistakes and rearrange sections when the flow doesn’t feel very right.
It’s tempting to try to edit when you write, but try to resist. It will slow down your procedure and can even lead to writer’s block.
5. Hook Your Readers using a Strong, Accurate Title
A good name needs to be interesting but also useful so a reader understands what to expect. Choosing your name after the whitepaper has been written is a good way to look at the piece as a whole and decide on the title that best suits the content.
Depending on your audience, you may want to consist of or exclude the word “whitepaper” from your title. Some visitors could be drawn to that additional indication of authority, whereas others might have the opposite response and shy away from articles that seems too official upfront.
eight Whitepaper Style Tips for Success
You should will have a basic idea to begin creating your whitepaper, but do not forget about style.
From formatting and style, to tone, to phrase count, and everything in between, the style of your whitepaper can transform it into a professional authority piece or a laughable waste of time and effort.
- Utilize a professional, informative tone. This isn’t the place to become using slang and hashtags. Think of your whitepaper as an academic essay, and the firmness needs to reflect that. Teach your readers without belittling them.
- Format to match your brand. There aren’t hard-and-fast rules about how to structure a whitepaper, but make sure it looks professional and represents your brand. Simply no funky fonts and shades. As long as you took time and care to follow your outline, the whitepaper should be well organized and flow smoothly.
- Edit, edit, edit. Publishing a whitepaper filled with typos plus poor grammar is a fast way to destroy the reliability you’re trying to build as an expert. Even if you feel somewhat confident in your writing abilities, it’s always a good idea to have got at least one other pair of eyes read over your work prior to publishing. Even great writers rely on editors to catch typos that the creator’s brain immediately skips over.
- Avoid information overload. Data great, but don’t get lost in the technical details that drag on and on until your reader manages to lose interest. The goal is not just to educate people, but also in order to persuade them. In order to do that will, you’ll need to strike an appropriate balance between factual details a more human narrative.
- Keep your term count in check. You’re not writing the novel. Most likely, your audience has a hectic schedule plus limited attention span, so cut the fluff and get to the point quickly.
- Showcase the benefits. Part of your whitepaper should be dedicated to the product or service you’re offering as being a solution. Elaborate on why your solution is the best a single. What does it offer that will other companies can’t replicate? Do you know the perks? Why should consumers choose you over your competitors?
- Establish your own authority. Search engines rewards content that represents E-A-T (expertise, authoritativeness, plus trustworthiness). If you do your research, stick to the facts, and talk about your experience as a veteran within your given industry, visitors will view you as a credible authority.
- Use examples and illustrations. Do not get so bogged lower in the facts that you miss to paint a picture for your market. Use case studies, real-life success stories, engaging descriptions, plus illustrations when appropriate.
From formatting and design, to tone, to word count, and everything in between, the style of your whitepaper can transform it into a professional authority piece or a laughable waste of time and effort. Get 8 style tips here:
Click To Tweet
When in Doubt, Hire an Expert
Like I stated, writing a whitepaper is just not for the faint of heart. There’s plenty of work that goes into the procedure to do it the right way, and it’s a major time commitment.
Is it worth all that effort?
Consumers have already been responding better to valuable content than generic ad advertisments and loud sales pitches. An SEO-driven content strategy that focuses on establishing power and providing readers with high-quality, educational content is currently dominating the marketing video game.
But not most people are a natural-born writer, and a lot of business owners simply don’t have the time or confidence to do a deep dive into the analysis and academic writing that makes up a whitepaper.
Publishing a whitepaper is a good investment. If you aren’t able to invest the time and research yourself, regardless of the reason, you should seriously consider outsourcing the task instead so you can add this unique asset into your overall marketing and advertising game plan.
Ready to give your articles marketing strategy an upgrade? Visit our Content material Shop plus order custom content authored by an experienced writer with SEARCH ENGINE OPTIMIZATION in mind.