[ May 5, 2017 ]
White Papers Still Matter
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Post by Jess Kuykendall, Copywriter

For B2B lead generation, white papers are a key staple. And if done right, they have the potential to be extremely effective because they cost little, position your business as an expert, and can offer valuable information.

For a successful white paper, it's essential to start strong with a catchy title that also conveys the paper's subject matter.1 While it's important to educate your readers on the features and specs of the product you're promoting, it's even more important to focus on the reader's problems, needs, wants, and what your solution can do for them. This will help you cut through the B2B marketing clutter and keep their attention. It also incentivizes them to take the next step and buy from you over another business.2

Another step to take would be to require registration before downloading the white paper. Having your potential readers fill out a simple form before downloading the white paper isn't asking too much, as long as the content is of value and can justify doing so. This could also boost your credibility and position as an expert.3

While you should be "selling" to the readers of the white paper, it should be done subtly. And possibly, instead of following up with a "buy now" CTA, you could offer them more information or ask if they have any questions about the product or solution.4

Things to consider when writing a successful, effective white paper:

  • Use images, graphs, and bullet points to draw attention to key parts
  • Avoid long sentences and paragraphs so that it's easier to read
  • Talk about the benefits that the features will offer your reader2
  • Keep it eight to 10 pages, that's the sweet spot for length
  • Leave your business information and proposition for the end of white paper (readers are there to learn something, not hear a sales pitch4)
Possible white paper topics to explore:
  • "How to" guides
  • "Best of" lists
  • "Top 10" lists
  • Industry secrets revealed
  • Expert tips and tricks
  • Cheat sheets and presentation notes5

Now that you've crafted a successful white paper, you have to get it opened and read. Some ways you can promote it are to send your email list an announcement about it, push it to all of your social media, and write blogs with teaser copy.

Contact resellerCONNECT's marketing experts to learn how we can help create and produce case studies as well as help promote them. Send us a message or call us at 800-500-3501.

Stay tuned for next month's post where we'll talk about the overlooked opportunity of timed calls-to-action.


[ About The Author ]
Jess Kuykendall, Copywriter
Jess Kuykendall is a professional copywriter passionate about changing the advertising world one creative idea and word at a time.
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