Should white papers be part of your content marketing portfolio?

Most likely.

Do you have expertise in your industry? Do you have useful information that would appeal to clients and prospects? Can your product or service resolve a problem or challenge they face?

If the answer is “yes,” white papers can be an integral component in establishing your market leadership and drawing users to your web site to order or download them.

In that regard, here are some tips for creating effective white paper content:

– Save readers’ time by succinctly explaining a specific challenge that exists, i.e. a new regulatory mandate, and advising them how to successfully address it. You don’t have to name your own product or service – often it’s best not to – but you can show how its unique features and benefits are integral to the solution.

– The topic, in and of itself, may be boring (laws and regulations generally aren’t written to entertain), but the impact is not – or you wouldn’t be writing about it. Take the subject to the personal/corporate level with examples and just overall good writing.

– Break it up. Charts, graphs and quotes not only pull the reader through the copy but also highlight key points.

– Start with an outline, which is approved by all appropriate persons before writing begins. There are many ways to attack one subject, and opinions can vary on key points. An outline provides the writer(s) with a clear goal and manages the expectations of the client/manager.

There’s more, of course, but this is a start. If you need help initiating or maintaining a store of white papers, give us a call. We stand ready to help.

Bonnie has two loves: some guy named Dennis and writing. Bonnie is focused on client communications initiatives, including strategic messaging, brand development and communications planning for our clients. She has more than 30 years of experience developing creative content that resonates with readers.