The answer: it depends.
Connecting with your audience in a meaningful way is at the heart of every marketer’s goals. In the early 2000s, white papers were a staple in marketing and sales strategies.
Whether or not a white paper is a good choice for you depends on your marketing goals, and, of course, the execution—or writing—of your white paper.
1. Identify your audience and choose the best medium.
Who is your audience and how do they consume information? Maybe they bounce from blog post to blog post until they find a solution to their problem. Maybe they prefer to watch a tutorial video, or maybe they want an in-depth report in the form of a white paper. Before you invest time in ANY form of marketing, make sure you know who your audience is and how they prefer to consume information.
2. Keep your white paper simple.
The purpose of a white paper is to identify a common problem and provide a solution. The success of a white paper boils down to how useful the solution is and how quickly you get to it. Aim for a white paper that can be read in 10 minutes or less.
3. It’s not a sales pitch.
Let me repeat that…a white paper is not a sales pitch. You should include how your company can provide a solution to the issue, but keep it to a minimum. If you want to give your audience a presentation on all the awesome services you provide, a white paper is not the medium for you.
Well-written, concise and Crystal Clear™ communications can engage your audience and help them see the value of your products and services. On the other hand, information without context is forgettable and a wasted effort.
Need help painting a Crystal Clear™ picture about your products and services? Writing by Design’s team of skilled writers can help you use copywriting to tell a story that resonates with your audience.
Kayde Kempen has a bachelor’s degree in journalism, and previously worked at the University of Wisconsin Oshkosh as an associate marketing manager where she served as a marketing project manager, writer, social media manager and web content specialist. During her five years at UWO, Kempen led nearly 90 website redesign projects. She has a Higher Education Experts certificate in Web Analytics for Higher Ed, and received a 2016 Platinum Hermes Creative Award for Integrated Marketing Campaign, a 2014 Platinum Hermes Creative Award for Overall Website in an Educational Institute and a 2012 Hermes Creative Gold Award for a microsite.