Why write a white paper? Discover our guide to learn the benefits of writing a white paper in this modern marketing age.
If you’ve been a writer for some time, you might’ve seen posts claiming that white papers are dead. Many consider white papers and other traditional long-form content dated and ineffective because most readers now have a limited concentration due to the rise of the internet decreasing our attention span. But don’t write off the time-tested white paper just yet!
Although white papers may not sound as thrilling as other modern marketing strategies, they still appeal significantly to decision-makers and influencers in their purchasing plans. For example, a recent poll revealed that 79% of B2B buyers responded that white papers are the type of content they will most likely share with co-workers. So, white papers are still relevant and impact consumers’ and businesses’ marketing efforts today.
- Top 8 Reasons to Write a White Paper
- 1. To Demonstrate Authority
- 2. It Benefits Your Target Audience
- 3. It Aids in Better Thinking Processes and Generating New Ideas
- 4. To Raise Awareness
- 5. For Productive Marketing
- 6. For Generating Leads
- 7. To Create Brand and Thought Leadership
- 8. To Compile Reference Data
Top 8 Reasons to Write a White Paper
1. To Demonstrate Authority
A white paper is a well-researched piece that addresses a pressing issue in a particular industry and proposes a workable solution. Despite being used as a marketing solution, white papers don’t exist to advertise a company’s products. Instead, firms publish white papers to show their level of expertise regarding an issue through the use of relevant examples and data.
Through white papers, companies can establish mastery of their trade and build trust with their audience. Producing influential white papers strengthens credibility. It can shape the tone of your brand and place you at the forefront of your field as an authority figure. In addition, it allows you to share your opinion on future developments in your sector or niche.
2. It Benefits Your Target Audience
The finest white papers provide new information and thoroughly dive into a topic no one dared to consider. When white papers, ensure to include indispensable background your intended audience will need to understand your paper’s position. Add any context they might find interesting.
To do this effectively, you must define your audience and target them. Identifying your readers makes it easier to tailor the paper’s message according to their comprehension. In addition, it will help you choose a compelling topic, find an appropriate tone, and gauge the language and jargon you can incorporate into your piece. White papers highlight what makes a product or an idea stand out to you target audience and compel them to buy, or invest, in your business idea.
3. It Aids in Better Thinking Processes and Generating New Ideas
White papers should intrigue an intended audience to coax them to read the rest of the piece. Because a white paper’s primary goal is to inform its readers by breaking down a complicated issue and presenting it in a digestible form, it must have a dedicated answer to a specific problem or an in-depth analysis of a single topic supported by solid research.
Spending effort on white paper helps you think critically and consider broader objectives. In addition, writing white papers will help you manage overwhelming and simultaneous thoughts as you learn to prioritize.
Penning words down on paper help recalibrate your thinking processes and find fresh ideas. In addition, it will develop your research skills, so studying and researching subsequent articles becomes a walk in the park.
4. To Raise Awareness
Finding under-discussed issues and bringing them to the surface is crucial to becoming an expert in a profession. Writing a white paper is an excellent method to raise awareness of a topic that has gotten little press. When you’re well-versed in a specific matter and with enough influence from previous papers, you’ll be able to discuss your perspective or provide solutions to the problems.
Writers should use white papers to spearhead discussions on important yet overlooked conversations. These papers can serve as platforms for reimagining current practices and innovating solutions.
5. For Productive Marketing
Companies are looking for the best white paper writers who can efficiently answer business-related questions without sounding pushy. White papers test the extent of knowledge and experience the firm has over a topic. Hence, producing quality white papers is an excellent way to establish a brand’s legitimacy and competence in a specific industry.
Given this, firms often recruit white paper writers to generate outputs for them as an addition to their marketing efforts. Although a white paper shouldn’t promote or sell the company’s products directly, the demonstrated competence induces customer appeal and engagement.
White papers can be for the public or other businesses searching for solutions to improve their operations. When these brands find your white papers beneficial, they can collaborate with your organization.
6. For Generating Leads
White papers focus on attracting potential customers, as evidenced by a case under The Lenskold Group’s Lead Generation Marketing ROI study. In this study, white papers were considered beneficial in educating and engaging customers, which led to potential sales.
The white paper format still works because it combines education with subtle persuasion. Rather than directly selling something, white papers inform audiences of a product’s benefits by offering information backed up by research. As a result, comprehensive yet easy-to-understand white papers are helpful to both consumers and businesses.
7. To Create Brand and Thought Leadership
Product-specific white papers outline a product’s or service’s prominent characteristics and advantages. These pieces emphasize new aspects of the product, including innovative ideas the business curated to develop the upgrade. Writing white papers can make firms appear as brand leaders and frontrunners in a specific industry.
While working with white papers, always be careful to write in an approachable, conversational style to avoid putting off your readers. You want to come across as genuine, knowledgeable, and reliable. If you want your final manuscript to shine, consider working with an editor or taking online courses to develop your craft.
Check out our round-up of the best grammar checkers you can use for research.
8. To Compile Reference Data
White papers are excellent resources because content teams can recycle pieces and create new stories. Since white papers include so much valuable data, many refer to them and use them to support their works long after their initial publication. Many rehash content from white papers as blogs, articles, press releases, or social media platform posts.
For example, if you’ve written a white paper outlining the ten most important trends in your sector, you can use each fad as a stand-alone. Each point can have its status update on the company’s social media. You can also reprocess each trend’s developments and descriptions as a longer form of web content.Are you interested in news writing? See our guide on how to write a newspaper headline.
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