This is a type of marketing tool that businesses use and it. It combines a large amount of education with a smaller amount of persuasion. White paper examples, design tips and templates for government, marketing and more. A white paper in the hightech industry is a technical document that describes how a technology or product solves a particular problem. The scope of this white paper template covers the following sections. A white paper is an informational document, issued by a company or notforprofit organization, to promote or highlight the features of. Eight rules for creating great white papers introduction white papers are one of the most misunderstood, miswritten and misused marketing tools available.
Jul 03, 2019 learning how to write a white paper is a great way to take your business to the next level. This is a type of marketing tool that businesses use and it can help you make a living as a writer. Gordon has massive experience writing white papers, and he did a tremendous job on ours andreas schemm, cofounder and ceo, vreo in germany. I revised the draft, cut words to boost readability. A white paper is an authoritative report or guide that informs readers concisely about a complex issue and presents the issuing bodys philosophy on the matter. White paper content should answer questions or solve part of a problem that consumers are facing. In just five weeks, our white paper was accessed 140 times. But, a lot of effort, time, resources, and money goes into creating. A white paper is a cross between a magazine article and a corporate brochure. Topics include social media, sales, conversion, and more. When creating a white paper, make sure that the final result fits in with your content marketing strategy.
Looking under the wraps of newer trends in the marketplace 3. To attract clients struggling with running a social businesses, hootsuite offers a white paper 8 tips for social. Determine if a white paper is really the best content format. Here are some white paper sample templates that might be just the right type you are looking for. Downloading a white paper sample template is easy but looking for the right one for the right purpose makes it a bit challenging. The initial british term concerning a type of governmentissued document has proliferated, taking a. Mentioned ahead are a few other ways in which incorporating white papers in their content marketing strategy can help brands.
White papers and briefing books harvard university. Its a marketing document and a technical document, yet it doesnt go too far in either direction. When it is used for commercial purposes, it could influence the decisionmaking processes of current and prospective customers. The new breed of white paper achieves marketing goals by educating readers about technical subjects. Theres a reason why white papers are considered a marketing staple. White papers are created to showcase a companys their target audience their domain authority in a topic.
When learning how to write a white paper, its important to first understand its origin to get a better grip on its use. This sample white paper on energy security and global warming showcases a white paper cover page for an entire energy. The calltoaction submit likely isnt generating as many white paper downloads as say, send me the white paper. How to write a white paper for my business proposal godaddy. To see an example of how compendium uses white papers, check out our page for 10 keys to calming the chaos of content marketing, and while youre at it, fill out the form and read the white paper, which is full of interesting info for content marketers. This paper looks at marketing roi from a management perspective, and provides insights into this important metric. Marketing your telehealth program 4 marketing your telehealth program the message as you determine the best outlet for your messages, you will need to decide what your message for your target audience should be. Strategies for engaging health care consumers online the health care industry continues to experience unprecedented change, and in response, payers are shifting their marketing strategies from a focus. Every white paper template is defined by its content and structure. It is generally presented from business to business transactions. White papers are a powerful resource for b2b buyers during their decisionmaking process. Nowadays, marketing industries are reliant on white papers to attract a target market.
Check out 3q digitals library of white papers, ranging from seo and advertising to social media and conversions. Dec 20, 20 to see an example of how compendium uses white papers, check out our page for 10 keys to calming the chaos of content marketing, and while youre at it, fill out the form and read the white paper, which is full of interesting info for content marketers. Understanding the importance of social media whitepaper. See how one agency increased its monthly recurring revenue by 30%. White papers have taken center stage at mastercontrol, a b2b company that works with pharmaceutical, biotechnology, and related organizations on compliance issues. If you still doubt the value of adding white papers to your marketing strategy, consider this case study of one company that invested in the creation of a white paper and is known across the web for its results. The difference between ebooks and whitepapers in marketing. Anatomy of an effective white paper oracle marketing cloud. To write a successful white paper, you must know your audience, state your problem clearly, and make a convincing and engaging argument of how to solve it.
Mostly, they are longform content intended to educate the target audience, that delve deeper into industry trends, issues, and policies and explain its causes, implications, and benefits. A marketing white paper developing a new synthetic grease to reduce insertion force for separable connectors nye lubricants, inc. Create interactive white papers that generate better leads. Just like any other intensive and informative type of document writing, white paper writing is done in a progressive and gradual manner. How to write white papers people actually want to read. This flavor is as rich and satisfying as chocolate ice cream. That will be determined when you ascertain what your audience wants and needs to know.
How to market your whitepaper 21 tips to get more readers. As senior vice president of marketing for mastercontrol, curt porritt leads the content marketing charge at his company. This white paper is addressed primarily to real estate developers. For example, a white paper may educate its readers about technological innovations. Guide to modern b2b content marketing white paper b2b content marketing can be a struggle. White papers offer which one information, for example which makes and models of refrigerators are best for condos up to 1,000 square feet and up to three residents. How can you create a white paper that serves it purpose create high quality leads, provide useful information to potential customers etc. Sure, people will visit your website and go through your blog. Similar to a traditional white paper, a social media white paper aims to educate business professionals on the power of social media marketing, laying out the most effective methods for creating a robust social media strategy. Jun 27, 2017 in addition to motivating prospective buyers with a specific solution, a white paper builds valuable connections through problemsolving content and is an important part of a marketing strategy. Understanding the importance of social media for your brand through social media you have great potential to place your brand on the map. How to write a white paper for my business proposal.
Content marketers across industries use white papers as potential tools for sales. Corporations use white papers to sell information or new products as solutions that would serve their customers needs. A leading fintech group serving millions of people across. Snapapps white paper shows how a little purposeful experimentation with the white paper format can pay off through a product that makes audiences willingly stay engaged. But many wellintentioned yet misinformed marketers regularly publish white papers and a slew of other marketing content pieces that are almost guaranteed not to succeed at generating leads. White papers are common not only to policy and politics, but also in business and technical fields. White papers are documents that discuss complex issues to solve complex problems.
A white paper is an authoritative report that offers solutions to a problem. Preparing a white paper template could include different steps since these papers greatly vary in purpose. But times are changing and so is the way we produce and consume content. When you think about white papers, you probably think of pdf articles with thousands of words. Oct 22, 2018 a social media white paper serves as a marketers guide to social media success. A typical white paper might list ways to meet a clients marketing needs, suggest the use of a certain product for a technical process, or identify ways to tackle municipal problems. In the following example, companies understand the pain points that buyers face and offer solutions through white paper content. Download our free content marketing methodology, which uses this tool to help you implement a content marketing program that gets results. In the world of marketing, a white paper is a longform piece of content, similar to an ebook. How to use white papers in your marketing strategy. The initial british term concerning a type of governmentissued document has proliferated, taking a somewhat new meaning in.
It is meant to help readers understand an issue, solve a problem, or make a decision. Today, white papers have become popular marketing tools for corporations especially on the internet since many potential customers search for information on the web. As white papers possess both the educative qualities of a magazine article and the persuasive qualities of a corporate brochure, they are considered to be one of the most powerful tools for content marketing, lead. The effective management of the marketingsales process. A white paper document is flexible to use from one industry to another and its purpose ranges from but isnt limited to research, report, discussion, to. Strategies for engaging health care consumers online the health care industry continues to experience unprecedented change, and in response, payers are shifting their marketing strategies from a focus on satisfying the needs of employers to those of consumers. Someone would work on the layout this could be a really simple layout or a really complex one, save the content as a pdf and place it on a server ready for download. Free white papers and articles on different marketing research techniques. Summary, problem, history, solution, benefits, calltoaction and about. Learning how to write a white paper is a great way to take your business to the next level. When properly executed, white papers boost your authority, solve problems for your clients and stakeholders and act as powerful lead magnets. Typically, the purpose of a white paper is to advocate that a certain position is the best way to go or that a certain solution is best for a particular problem.
You can also waste a great deal of time and money if it is not done right. A social media white paper serves as a marketers guide to social media success. The post remains significant, not only because of its content which includes a concise summary of the content marketing institutes philosophy, but also because it introduces the white paper they coauthored. Jonathan kantor is 14year white paper marketing veteran.
Linkedins content marketing focuses on owning conversations through white papers, including the sophisticated marketers guide series. A white paper, on the other hand, helps you do so very quickly. Its considerably shorter than a white paper, typically measuring around 800 words. While many companies think they need a white paper, few manage to write, design or use them to their full potential. Here are steps on how to prepare a white paper template. Jul 26, 2017 a white paper is a business marketing and informational tool used to educate the intended audience and provide assistance for important decisionmaking. Topics range from advertising research, to innovation, to concept testing and product testing, to winloss evaluation. Helping an office renovation firm prove their expertise the founder had created a good first draft.
It is extremely important to note that the options presented here are described as individual strategies. As you proceed from this point, the sample white papers particularly our free white paper templates will somehow expand the definition for you. In the first part of the twentieth century, short but important. Apr 04, 2017 5 keys to do white paper marketing the right way. By effectively educating prospects, vendors can get attention and credit for this as well as follow up. It will help you decide on your business about an important decision. What is the use of white paper in digital marketing. A white paper is an informational document, issued by a company or notforprofit organization, to promote or highlight the features of a solution, product, or service.
That white paper guys samples that white paper guy. According to the b2b content marketing 2018 benchmarks, budgets, and trends report, white papers are one of the top 4 most effective types of marketing collateral preferred by 71% of companies. Hoffman marketing communications white paper writing. A white paper is a business marketing and informational tool used to educate the intended audience and provide assistance for important decisionmaking. Best 200 free white papers for digital marketing upcity. The purpose of a white paper is to make customers understand the issues and fix the problems accordingly. A problemsolution white paper describes a nagging industry problem, all the existing solutions and their drawbacks, and then a new, improved approach that works better than anything else. A leading b2b marketing communications agency 30 years, we provide product launch materials, white paper writing, sales enablement materials, and more. The schmickest top 5 white paper examples that actually engage. Typically, a white paper has a lifespan of a 12 years before it needs to be updated, but this can vary by industry. Learn how one agency uses marketing automation to sell marketing automation discover how to personalize each pitch with the clients data, logo, etc. But, have thought how much time that will take to generate leads. However, templates can be formulated for a general purpose as well. White papers are great examples of marketing collateral that exhibit your authority over a chosen niche.
White papers are written with certain objectives in mind and are meant to help you build thought leadership in your field. In addition to motivating prospective buyers with a specific solution, a white paper builds valuable connections through problemsolving content and is an important part of a marketing strategy. This framework is an example of white paper marketing at its very best. A case study teaches by example, featuring extended testimonials on how a product or service helped a customer in the real world. This white paper provides the small business owner with some insights into their strategic options when considering an investment in marketing for their small business to meet their revenue goals. White papers the customer journey and how businesses buy two questions are at the heart of business to business marketing how do people make choices in favour of one supplier rather than another, and how can we push aside an incumbent supplier and break into a new account.
All articles were written by marketing research professionals. At the same time, they should also provide resolutions to the. In commercial use, white papers are often used as a marketing or sales tool where the product is. How to write and format a white paper with examples.
Regardless of what screen size your audience uses, your white paper will look equally gorgeous on every device. These articles detail the best practices for research. A white paper is an indepth report or guide about a specific topic and the problems that surround it. How to write a white paper a simple step by step guide. Nowadays, every type of content including white papers needs to be well written, well structured, and designed for every type of visitor. Using white papers in your content marketing strategy. The marketing tech blog shares a collection of white papers from its various partners and sponsors. Nov 18, 2019 typically, the purpose of a white paper is to advocate that a certain position is the best way to go or that a certain solution is best for a particular problem. White papers are the type of writeups that can make an effective research paper. An image of the white paper shows visitors what theyll claim. A good white paper is informative and is designed to show off the advantages of a product or technology. Nov 27, 2019 a typical white paper might list ways to meet a clients marketing needs, suggest the use of a certain product for a technical process, or identify ways to tackle municipal problems.1588 610 1084 142 727 1079 119 1499 1380 413 1390 287 894 1569 995 420 11 2 51 409 1585 484 389 696 1225 1182 1315 718 392 625 644 108