The right way to Create Great Whitepapers

how to create whitepapers

Whitepapers sometimes get a bad rap within the content marketing world to be super-technical documents best suited designed for equally technical companies and industries. But this belief is outdated. Today, all sorts of companies are producing whitepapers that will help customers solve difficulties, drive leads and sales, and demonstrate expertise.

Demand Gen’s latest Content Preferences Study found that whitepapers rank in the top 2 (behind just video — the new ruler of content) for the most valuable type of content for researching B2B purchases. It’s furthermore one of the most-shared types of content among colleagues in B2B industries.

Whitepapers, when done effectively, may help your customers accomplish important objectives while driving your leads generation and conversion efforts at the same time.

Here’ s i9000 how to create whitepapers that will deliver the most customer value and drive results for the band.

Fast Takeaways

  • Whitepaper topics should always end up being centered around helping clients solve a problem or accomplish a goal.

  • Professionalism is key pertaining to whitepapers: a business writing style, thorough fact-checking, and quality proofreading are essential.

  • Whitepapers should always include high-impact, engaging pictures and design.

  • Brands should always gate whitepaper content to capture customer information and produce leads.

How to Create a Great Whitepaper: 8 Best Practices

Build Your Topic Around Client Needs

So you’re ready to develop a whitepaper. What should you write about?

Don’t just pull a topic out of the air or choose one randomly because it’s familiar. The best whitepapers help customers solve a real problem or accomplish an actual goal. This means that when you’re choosing a whitepaper topic, you should always do it from your customer’s perspective.

Let’s take a moment here to talk about what whitepapers are not really . They aren’t pamphlets or promotional documents. These people aren’t product overviews or even company reports. In fact , one of the greatest mistakes companies make when they create whitepapers is earning it about them .

This is usually done with good intention, but it doesn’t make it any less off the mark.

Your potential customer will typically encounter your whitepaper while in the process of searching for a brand who can provide a option. What better way to encourage them that your brand is the best choice than by providing a solution right away with your content?

This doesn’t indicate you’ll solve all of their larger problems or eliminate their need for your services. This means that you’ll demonstrate the value you can provide and lure them to want more out of your brand.

To think like your customer, you’ll have to use strategies centered close to empathy .

As marketers, we spend so much period immersed in our products and services that we can lose sight of why they exist to begin with. By using empathy to think in the perspective of our customers, we all get back to the core reason for our brand.

One helpful tool you may use to practice using empathy is the jobs-to-be-done (JTBD) methodology , which functions by focusing not on your products or even who your client is. Rather, it wants uncover what your client is trying to accomplish.

Here’s more on JTBD theory:

Once you’ve explored your customer requirements, you can confidently explore subjects that will deliver valuable solutions.

Use a Expert Tone

Whitepapers should never be dry plus boring, but they also aren’t the place to use informal language. The tone of a whitepaper should always be professional.

Use a business composing style, remain fact-based, and include clear descriptive language. Your whitepaper is a guide can be to help them accomplish some thing real that will make an impact on their job and organization. It is definitely not the place for opinions.

Backup your articles with research and statistics. Whenever possible, conduct and power your own firsthand research to aid important points. Remain goal and use language that will does the same.

Pack it with High-Value Content

Whitepapers are created to add additional worth not already offered on the blog or in your some other free content. As you choose your topic and begin to build up your whitepaper, you should constantly ask yourself: how is this content providing unique value to my clients?

Here are some methods for you to pack your whitepaper along with value your customers will appreciate:

  • Offer clear actions steps clients can take to implement options

  • Include research and statistics that help customers create informed decisions

  • Use real-world examples to demonstrate your essential points

  • Keep it interesting using graphics, stories, and quotes to break up your content

Use Appealing Visuals to Support Your Text

A common misunderstanding is that whitepapers are text-only, academic type documents that don’t or shouldn’t consist of images or design. We will touch more on design later on, but we’ll start right here by saying your whitepaper absolutely should include visual images to support your text content.

In general, individuals only read about 20% associated with what they see on any given page. They notice and retain visual information in a much higher rate. You should highlight your most important points using compelling images and images that catch your reader’s attention as they read.

That said, images within whitepapers should fit in with its overall professional tone plus purpose. While blog pictures can vary and be more informal, whitepaper images should remain formal. Good ideas for whitepaper images include graphs, graphs, tables, and highlighted data that create visual representations from the information you’ve included in your textual content.

Here are some cases:

This is an picture included in the Demand Gen study we cited earlier in this article:

demand gen whitepaper image

Image Supply

It is simple and uncomplicated, but it aesthetically demonstrates the statistic Need Gen was discussing instead of simply including it in text paragraphs.

Highspot’s whitepaper on How to Overcome Top Marketing Challenges reports a high volume of study results and uses color-coded bar graphs to make the data clear:

highspot whitepaper image example

Picture Source

High-quality stock photography is another great way to incorporate imagery into the whitepaper. It may not be reporting on actual content, but it can help paint a picture of the topics you’re covering and make your whitepaper more engaging.

For example , if you were writing the whitepaper on creative marketing strategies, you could include share photos showing creative teams working together.

stock whitepaper image example

Image Source

This image may not in fact communicate information, but it models the tone you intend for the content and evokes feelings (all images do), an important component of getting customers to take action.

Fact Verify Everything

We will keep this one short plus sweet: fact check each and every thing you include in your whitepaper. Be sure your stats are all reliably sourced, plus always include your sources in the actual whitepaper.

Whitepapers are intended to position your brand as an expert. Absolutely nothing could undermine that over inaccurate or poorly sourced information. Take the extra time to get information from sources you are able to trust and be sure your personal research is accurate before you consist of it.

Proofread (More than Once)

Like fact-checking, proofreading your content is essential. Even the smallest mistakes such as misspelled phrases or incorrect grammar can paint a poor image of your business.

Attention to fine detail is key here. Find someone on your team who has the feeling and capability to confidently proofread and copy edit your articles. Ideally, more than one person ought to proofread to ensure you don’t skip even a single error!

Don’t Forget Design

A sleek, professional design can go a long way. Not just does great design make your whitepaper appear a lot more professional, it also makes it more approachable and engaging. Do not be fooled by that obsolete perception of whitepapers getting technical documents. You’re generating it to engage your market and just like any other marketing guarantee, it needs design to help accomplish that goal.

Design is an area that is best to outsource when you do not have the in-house team to obtain well. Poor design can often be worse than no design at all (and no design is pretty bad).

If you’ve taken the time to create high-value whitepaper content, proceed the extra step and purchase a great design that brings it to life.

Gate Your Whitepaper to operate a vehicle Conversions

Final but certainly not least: make sure to leverage your whitepaper to create results! You’ve spent lots of time creating a whitepaper that offers remarkable value, is well-researched and well-designed, and helps your own audience solve a real company problem.

It is perfectly reasonable, then, to ask for your potential customer’s email address in return for the whitepaper download. In fact , it’s a total skip if you don’t.

Whitepapers are one of the most effective types of lead magnets for capturing prospects. Be sure that you put an effective strategy in place to help it execute.

Create a Compelling Whitepaper without the Stress

Content agencies possess the experience and resources in order to craft content that hard disks results. If you’re ready to produce a compelling whitepaper and provide other exceptional content to your audience, Marketing Insider Team has solutions that can help.

Check out our Content Builder Services or schedule a free assessment to learn more!

The blog post How to Develop Great Whitepapers appeared first on Marketing Insider Team .

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