How to write a compelling Whitepaper?
The terms "white paper" and "research report" are often used interchangeably. Research reports are the culmination of months or even years of work by a corporation, institute, or government agency. The purpose of these reports is not financial. Instead, they are supposed to be disseminated to, or consumed by, those who already share similar values.
On the other hand, "white papers" are marketing products created by businesses or individuals with expert knowledge on a certain topic. Although research may be included in white papers (and indeed, it is often encouraged), the two types of publications serve distinct purposes. The goals of most white papers are to:
SMART
Create white paper objectives that are SMART (specific, measurable, actionable, realistic, and time-sensitive). Do you want people to go to your website and read about your services, or do you want them to contact you to get a price or sign up for a webinar? Determine what you want them to do at the conclusion of the white paper (see #8 – "Have a clear call to action"), and then tell them to do it.
Outline
Create an outline first. An outline may seem unnecessary, but it will help you organize your thoughts and make sure you present a captivating and well-thought-out tale.
Determine Keywords
Find the best keywords (to drive search engine results). Consider the reader's point of view at every stage of content creation. How would they phrase their query while they look for information online? Use those search terms as much as you can in the white paper itself, including the title, subtitle, and content.
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Address pain points
In the introduction, you should talk about the problems that your audience has. People will not have time to read the full white paper (or want to). Create an intriguing beginning to hold their attention. Be sure to address the problems your audience is having and how the white paper can help.
Research-Driven Content
Make sure to incorporate original material supported by solid research. Businesses-to-business customers are reading your white paper to learn more about your company and the products or services you offer. Bring them up to speed on something new. Share the results of your studies, whether they be consumer surveys, studies compiled from a variety of public and private sources, or simply the best practices you've developed through time. Your target market will see you and your business as reliable sources of information.
Avoid being salesy
Don't try to hard to make a sell. Those that are reading your content are likely doing so because they are interested in the topic. Provide them with insightful information and a workable answer to their issue to win them over. Introduce your organization's capabilities in a brief summary towards the end, but not sooner (see #9 - Include a brief corporate overview in the conclusion).
Add Visuals
Add pictures to break up the text. Even if the material you've written is of paramount importance, you don't want your audience to lose interest. To better illustrate data and trends, use appropriate visuals and accompanying charts and graphs. Prepare a picture in PowerPoint and send it in JPEG format. Put a quotation in a text box and give it a colourful backdrop.
Add your website and logo in the footer
Don't forget to include a footer with your company's logo and website address. Your white paper is not a sales piece, but it should (and may) contain subtle references to your organization.
Add a clear call to action
Always make your call to action very clear (CTA). At the conclusion, make it clear — in bold text – what action you want the reader to take, such as visiting your website, scheduling a demo, or calling you for additional information. As an illustration: