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How can you use whitepapers to improve your thought leadership around strategy?

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Whitepapers are authoritative and informative documents that provide insights and solutions to a specific problem or challenge. They are often used by businesses, organizations, and experts to showcase their expertise, credibility, and value proposition. But how can you use whitepapers to improve your thought leadership around strategy? In this article, you will learn how to create and distribute whitepapers that demonstrate your strategic vision, knowledge, and skills.

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1 Define your purpose and audience

Before you start writing your whitepaper, you need to define your purpose and audience. What is the main problem or challenge that your whitepaper will address? How will it benefit your readers and potential clients? Who are your ideal readers and what are their needs, goals, and pain points? How will you position yourself as a trusted and reliable source of strategic guidance and solutions? These questions will help you craft a clear and compelling message that resonates with your target audience and showcases your thought leadership.

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2 Research and outline your content

Once you have defined your purpose and audience, you need to research and outline your content. You need to gather relevant and credible data, facts, and evidence that support your main argument and solution. You also need to identify and address any counterarguments or objections that your readers might have. You need to structure your content in a logical and coherent way that guides your readers through your problem statement, solution, benefits, and call to action. You need to use clear and concise language that avoids jargon and technical terms that might confuse your readers.

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Dr. Angelina Davis

Coach for Consultants | Business Strategist | Ghostwriter | Helping women consultants go from invisible to influential sought-after experts by creating standout brands that attract premium clients with ease.
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In my experience it has been helpful to not just research and outline the content for the white paper from existing articles and data but to also find ways to shed light on key considerations that support or strengthen the position of the white paper from my expertise, philosophy, and lived experience. The added value of doing this is tremendous from a thought leadership perspective because it sparks a new and ongoing conversation that contunues to evolve, expanding the shelf-life of the white paper once created.

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3 Design and format your whitepaper

After you have researched and outlined your content, you need to design and format your whitepaper. You need to make your whitepaper visually appealing and easy to read by using appropriate fonts, colors, images, charts, graphs, and other elements. You need to follow the branding guidelines of your business or organization and use a consistent style and tone throughout your whitepaper. You need to include a catchy title, a compelling introduction, a clear conclusion, and a strong call to action. You also need to cite your sources and provide references and contact information.

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4 Promote and distribute your whitepaper

The final step is to promote and distribute your whitepaper. You need to create a landing page or a website where you can offer your whitepaper as a free download or a lead magnet in exchange for your readers' contact information. You need to optimize your landing page or website for search engines and use keywords and phrases that relate to your topic and audience. You also need to leverage your social media platforms, email lists, blogs, podcasts, webinars, and other channels to spread the word about your whitepaper and drive traffic to your landing page or website.

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Dr. Angelina Davis

Coach for Consultants | Business Strategist | Ghostwriter | Helping women consultants go from invisible to influential sought-after experts by creating standout brands that attract premium clients with ease.
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To effectively promote a white paper, I've found it helpful to customize its content for the chosen platform. This could involve using statistics, quotes, concise summaries, eye-catching infographics, or other content formats to fit the culture of the platform. The primary goal is to create a condensed version of the document that captures the audience's attention, encouraging them to explore the full white paper and engage in more substantial discussions.

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5 Measure and evaluate your results

The last but not least step is to measure and evaluate your results. You need to track and analyze the performance of your whitepaper and the impact it has on your thought leadership around strategy. You need to use metrics and tools that help you measure the number of downloads, leads, conversions, engagements, feedback, and referrals that your whitepaper generates. You also need to use surveys, interviews, testimonials, and case studies to collect qualitative data and stories that showcase your success and value. You need to use this data and feedback to improve your whitepaper and your strategy.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use whitepapers to improve your thought leadership around strategy?

1

2

3

4

5

6

1 Define your purpose and audience

2 Research and outline your content

3 Design and format your whitepaper

4 Promote and distribute your whitepaper

5 Measure and evaluate your results

6 Here’s what else to consider

Strategy

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How can you use whitepapers to improve your thought leadership around strategy?

1

2

3

4

5

6

1 Define your purpose and audience

2 Research and outline your content

3 Design and format your whitepaper

4 Promote and distribute your whitepaper

5 Measure and evaluate your results

6 Here’s what else to consider

Strategy

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