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White papers. They are authoritative, informational guides that give readers insight into a specific topic that the author is an expert on. If you’re not already using them in your marketing strategy, it’s time to start. “Showing the search engines and your readers that you are an expert in a given field will help to endorse and to showcase your brand in which your products and services can benefit,” says Venu Puram at Digital Ready. And we agree. It’s time to strut your stuff with a white paper. Here’s our how-to guide.
Keep It Simple
Pick one topic and stick with it. Don’t try to solve all of the world’s problems in a single white paper. Your goal should be to provide information on a very specific topic that readers can understand in a short and sweet paper. The subject of the paper should be something that you are an expert on, but it also needs to be something that people will actually want to read! You may be an expert on underwater basket weaving, but it doesn’t mean a lot of people are looking to read about underwater basket weaving. Break a topic down to the simplest form you can get it.
Bring in Backup
Throughout your white paper, remember to cite a few sources to support the information you are sharing. The more you are able to cite, the more powerful your paper will be! You wouldn’t submit a college thesis paper without a ton of sources cited, right? Think of a white paper in the same way. You are helping a reader learn about a certain subject, and why should they trust you if you don’t have information to back up what you are saying?
Make It Visual
It may be called a white paper, but that doesn’t mean it needs to be just black and white! Don’t hesitate to pop in some photos that support the topic you’re discussing in the paper. It helps to draw in a reader’s attend, and move their eye along the page. If you don’t have access to your own personal photos that fit your paper’s subject, we recommend checking out a website like Unsplash, which has tons of great free photos.
At the end of your paper, create a call to action for your readers. You’ve proven to the reader that you are an expert, now it’s time to make your move. White papers are not just informational, they are a sales tool for your company. Once you hook them in with information, finish the paper with a link to your website with related information to the topic of the white paper. Provide your contact information, and encourage the reader to contact you. There is no better ROI on taking time to write a white paper than to gain a new client from it!
Have questions about how you can boost your marketing and sales campaigns? Contact us, we’ve got you covered.