White papers – the unsung heroes of B2B marketing?

White papers aren’t marketing. At the same time, they may well be one of the most effective marketing tools for engineer-driven expert organizations. While your organization may have all the valuable information, it’s worth getting your agency involved to ensure the look and feel of a professional publication that delivers a great reading experience.

Information holds value

White papers have been a staple in B2B marketing for a long time, and for good reason. When print was still king, they were often viewed as the the sensible, grown-up cousin of the flashy, marketing-oriented brochure. They have transitioned smoothly and largely unchanged into the digital era (unlike their flashy cousins), still delivering an interesting and informative reading experience. Being the one to distribute valuable information to your surroundings speaks well of your brand and says a lot about your position as a thought leader.

Show and tell

White papers are a great way to showcase your company's expertise and knowledge in a particular area. They provide detailed information about a product or service and can be used to communicate the benefits of using them, as well as the wider reasoning and trends that justify their existence and claims of excellence. They’re like the ultimate wingman for your sales team, providing them with all the tools needed to kick open new doors. A great white paper approaches a topic from a viewpoint that is not aimed at pushing your product, but rather showing its potential in its relevant native environment.

Share your insights

White papers are also great for building trust and credibility with your customers. When you share your insights and expertise, you’re demonstrating that you're an expert in your field and that you have the skills and knowledge to help your customers solve their problems. While the technical facts are important, it’s the insight that holds true value. And your willingness to part with your wisdom in such an open manner not only shows confidence, but also speaks volumes about your dedication to furthering your customers’ business, not just your own.

Brandkind – Your wingman’s wingman

As a B2B marketer or salesperson, the white paper is that slightly nerdy friend that you always want to bring to the party. They’re the ones who always know what to say, how to say it and when to say it. They’re the ones who make you look good in front of an audience, and everyone can see that they were born for that specific role. And when you turn to your best wingman, the white paper, make sure the wingman’s wingman is Brandkind. We help create interesting, informative, visually appealing and easy to digest white papers for our clients. Here’s to a bright future for the unsung hero of B2B marketing, the good ol’ white paper!?