White papers: a proven way to generate high-quality leads for your business
Climbing Everest. Completing Dry January. Creating white papers. All three can leave you tired and tender, but they’re also seriously satisfying - and mega beneficial - when you get them right.
While producing white papers takes effort (and lots of it), the payoff can be massive. These epic pieces of in-depth, expert-level content allow your business to position itself as a trusted expert to target customers.
The goal of most white papers is to build brand awareness, authority and credibility - rather than sell right now. Saying that, they typically generate a jelly-flood of high-quality leads and are proven to positively influence readers’ future purchasing decisions.
In fact, research shows that 71% of B2B buyers used white papers over a 12-month period to research their purchasing decisions. What does that mean? Well, if you can demonstrate your expertise to potential customers through a white paper, there’s a huge chance they’ll think seriously about your business when they’re ready to buy.
Personally, I see white papers as an opportunity to share your unique knowledge with people whose ears are already open – and who actually want to learn from you. Within two or three white papers – as part of an integrated marketing strategy - you can transform your brand into a trusted influencer that deeply connects with new and existing customers.
So how do you create amazing white papers?
1. Say something NEW
Oodles of information about your industry already exists – and much of it is excellent. So to stand out, you need to present a genuinely unique viewpoint on a genuinely interesting topic that people want to read.
Some ideas? You could deeply analyse new data, insights, innovation, or talking points in your industry. Address a common challenge or pain paint your industry faces. Or take a deep dive into one of the frequently asked questions that your analytics tell you your customers are posing.
Whatever you choose, make it fresh. Share new information and research, and communicate with confidence. Before you know it, you’ll be seen as an authority on a critical topic that matters to your audience. Just wait for those leads to roll in.
2. Make your content count
Once you’ve nailed your topic, it’s time to pull on a scuba suit and do some deep research. Using existing online and industry resources is okay up to a point, but to make your content unique it’s essential you speak to subject matter experts within your business – and in your industry – and feature their original thoughts, ideas and research.
Before you start writing, outline everything that’s important to make your white paper a success. Pinpoint the target audience (ie, professionals in your industry, or people who may be new to the subject) as this will define the tone and level of detail you include.
Then build out a structure for the white paper and establish what research will sit where. When you write, create a knockout title and introduction, then build your argument in a natural way.
Many effective white papers follow a standard shape, starting with a familiar pain point for the audience, then a detailed discussion where expertise is backed up with fresh research and data, followed by a solution section where businesses subtly show their value, without getting too salesy.
When you start to write, just write. When research is fresh in your mind, it’s important you get your thoughts down as fast as possible. You have permission to forget entirely about quality first time round. Once that onerous first draft is done, return to it and polish up the content so it flows well, is detailed and informative, and has a professional tone that suits your brand.
3. To sell, or not to sell…
Your white paper may be a sales (or marketing) tool. But it’s not a sales pitch. Keep in mind that it should be focused on building brand awareness, and establishing your expertise and credibility. If your content sounds too ‘salesy’, change the tone.
Remember that you’re aiming to give the reader something valuable that will actually help them. You’re sharing new research and well-informed ideas that help them improve their knowledge or solve a problem or bottleneck. So keep the focus on their needs, not yours.
If you demonstrate subject expertise and thought leadership now, they might buy from you down the track.
4. Words AND pictures
Even when your topic has piqued an audience’s interest, you need to work hard to keep them reading. Today’s white papers are increasingly strong on visuals and design, because if they look great, people will read and consume more – and ultimately trust you more. Always include hyperlinks that point readers to more content on your website, plus visuals like videos and infographics that encourage quick learning and deeper dives into the topic – and your business. Visuals give readers more ROI for the time they invest.
5. Don’t waste your white paper
So you’ve created a dazzling white paper. But now what? How can you get it in front of the all-important eyes of your intended audience – and start generating qualified leads?
To promote your white paper, write related blog posts that appeal to your various target customer groups, and share them on social channels. Also reach out to thought leaders and influencers in your sector and ask them to share your content. You can also think about syndication, paid marketing, and podcast promotion.
Capture every potential lead by building a landing page for readers to download the white paper. Before they download, ask them to enter their contact details, and make sure that information feeds into your marketing software.
And finally…
Like most marathons (apart from those in a heatwave), white papers are worth the sweat and effort. While they require enormous effort by either your internal team – or outsourced white paper expert – the rewards are huge. A tantalising triangle of better authority, better brand visibility, and a load more leads.
Even better, they can often be used as a successful lead magnet for a year or more.