Establishing Credibility With White Papers
Recently I was taking an inventory of the integrated marketing tactics we had stockpiled in our arsenal. Engaging Web site – check. Social media – check. Email campaign – check. Print material – check. White paper…..wait, what? Major uncheck.
So I began to do some research with the help and guidance of the marketing experts at Spearhead. They reinforced what I had been learning about white papers and their role as a marketing tool.
A well-written white paper in the B2B world can help establish your credibility or expertise in area and provide valuable information to the reader. White papers are also great for channeling people through the sales funnel.
White papers should be between 4-12 pages in length and present a valid solution to a narrowly defined problem. It’s important that the white paper speak directly to your target audience in order to illicit a “hey, they’re talking to me” type feeling.
Providing insight with the appropriate data, facts, and figures to back up your claims are one of the things that sets white papers apart. Your white paper should also never be salesy and shouldn’t even mention the name of your company or brand until the last 1/4 of the document.
Effective white paper design balances colorful, appealing graphics and charts with the right amount of white space and airiness. You can use pull quotes to highlight important information and charts to represent complex concepts.
If you’re looking for resources in how to create and distribute your white papers, I’d recommend checking out Michael Stelzner’s Web site, blogs, books, boot camps, and forums. He is the leading expert on helping businesses utilize white paper and shares a lot of his secrets and theories on the Web.
I am currently in the process of writing a series of white papers for Effect Web Media. Stay tuned for our first white paper on Web strategy and integrated marketing, which I will post here on the blog.
*Photo compliments of http://www.flickr.com/photos/notsogoodphotography/ / CC BY 2.0
