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How can you optimize copy for white papers?

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White papers are authoritative and persuasive documents that showcase your expertise and solutions to a specific problem or challenge. They can help you generate leads, build trust, and position yourself as a thought leader in your industry. But writing effective white papers requires more than just presenting facts and figures. You also need to optimize your copy for clarity, readability, and engagement. Here are some tips on how to do that.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social…
Anna Metcalfe

B2B content writer and copywriter | SaaS and technology specialist | Engaging your audience with articles, customer…

1 Know your audience

Before you start writing, you need to understand who your target readers are, what their pain points are, and how your white paper can help them. This will help you tailor your tone, language, and message to their needs and expectations. You can use tools like buyer personas, surveys, and interviews to gather insights about your audience and their preferences.

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Katey Bailin

Office Manager @ Franchise Brokers Association | Self-Published Author | Please don't reach out unless it's to say hi
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We always hear "know your audience", like it's the Golden Rule. But let's look at it from a few different points of view: - Knowing your audience is key, but does it sometimes box us in? If we're too focused on their current preferences, we may miss out on sparking new interests. - There's something to be said for the element of surprise. If you always deliver what they expect, where's the wow factor? - Audiences are diverse, so don't stereotype or oversimplify their complex, varied interests. Whether you're deep diving into audience analytics or throwing the playbook, remember - it's all about striking that balance. Sometimes the best strategy is knowing when to lean in and when to step back and blaze your own trail.

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2 Write a catchy title

Your title is the first thing that your readers will see, and it can make or break their decision to read your white paper. You want to create a title that is clear, concise, and compelling. It should communicate the main benefit or value proposition of your white paper, as well as the topic and the format. For example, "How to Boost Your Conversion Rate with Email Marketing: A Step-by-Step Guide".

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3 Use a logical structure

A white paper is not a blog post or an ebook. It has a specific structure that helps you present your argument and evidence in a logical and coherent way. A typical white paper structure consists of four main sections: introduction, problem statement, solution, and conclusion. Each section should have a clear subheading and a smooth transition to the next one. You can also use sub-sections, bullet points, and numbered lists to break down complex information and make it easier to follow.

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Anna Metcalfe

B2B content writer and copywriter | SaaS and technology specialist | Engaging your audience with articles, customer stories, eBooks, and whitepapers | Avid hill-climber
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A whitepaper is a hefty read. So, you must make it a pleasure, from start to finish. Make time to plan out your structure... How will you grab attention with your headline and opening section? What points will you cover in the main sections? What are the main takeaways? When you're incorporating new research or insight, where will this fit? And will you need graphics or charts to help it make sense? Once you've planned your structure, check it flows and doesn't duplicate anything. Also, decide how you could break up longer sections with sub-headings that guide your reader through. Finally, decide on a target word count for each section. Now, you've created a clear contents page AND a plan to draft your whitepaper from.

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4 Write in plain English

One of the biggest mistakes that white paper writers make is using jargon, acronyms, and technical terms that confuse or alienate their readers. While you want to demonstrate your expertise and credibility, you also want to make sure that your readers can understand and relate to your message. That's why you should write in plain English, using simple and direct words, short sentences, and active voice. You should also explain any terms or concepts that might be unfamiliar to your readers, and avoid unnecessary modifiers, passive voice, and vague expressions.

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5 Add visual elements

Visual elements can enhance your white paper by adding interest, variety, and appeal to your copy. They can also help you illustrate your points, highlight key data, and reinforce your brand identity. You can use visual elements such as images, charts, graphs, tables, diagrams, icons, and quotes to complement your text and make it more engaging. However, you should avoid using too many or irrelevant visual elements that might distract or overwhelm your readers. You should also make sure that your visual elements are high-quality, consistent, and aligned with your style guide.

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6 Proofread and edit

The last step in optimizing your copy for white papers is to proofread and edit it carefully. You want to eliminate any errors, typos, or inconsistencies that might damage your reputation and credibility. You also want to check if your copy is clear, concise, and persuasive, and if it meets your objectives and expectations. You can use tools like grammar checkers, spell checkers, and readability analyzers to help you spot and fix any issues. You can also ask someone else to review your copy and give you feedback.

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7 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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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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Don't label something that isn't a whitepaper a whitepaper. Giving something a name that seems important doesn't make it so. A whitepaper is a piece of original research, containing data and findings that can't simply be found in a Google search. E-books and guides are often labeled as whitepapers, but they're not the same thing. As those formats are focused on advice, not data.

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Anna Metcalfe

B2B content writer and copywriter | SaaS and technology specialist | Engaging your audience with articles, customer stories, eBooks, and whitepapers | Avid hill-climber
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A whitepaper doesn't have to be a dry and academic (challenging) read these days. Nor does it have to be a particular length. Granted, it'll be a few thousand words or more, but you can still make it a compelling and enjoyable read. Create your own style and own it. So long as you're providing fresh value for your reader in a clear and engaging way you won't go far wrong ??

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How can you optimize copy for white papers?

1

2

3

4

5

6

7

1 Know your audience

2 Write a catchy title

3 Use a logical structure

4 Write in plain English

5 Add visual elements

6 Proofread and edit

7 Here’s what else to consider

Copywriting

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How can you optimize copy for white papers?

1

2

3

4

5

6

7

1 Know your audience

2 Write a catchy title

3 Use a logical structure

4 Write in plain English

5 Add visual elements

6 Proofread and edit

7 Here’s what else to consider

Copywriting

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