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Find out how white paper marketing can add credibility and authority to your business brand. This slideshow covers the benefits of white papers for B2B sales along with five ways to come up with a good topic. As a bonus, get tips for distribution to make the most of your inbound marketing.
What Is a White Paper?
Quick and Useful Explanation: A white paper is
an authoritative report that businesses use as
marketing collateral. A white paper may be
created to educate customers, establish
credibility, and enhance a company’s brand
“My name is Noah Webster, and I approve
White Papers Are Part of an
Inbound Marketing Strategy
Email & direct mail
TV and radio ads
Free eBooks and
The Inbound Philosophy:
Don’t buy their attention.
3 Things a Good White Paper
Can Do for Your Business
1. Establish credibility and grab more
2. Directly generate or cultivate leads
3. Initiate networking relationships with
high-quality referral sources
Industries That Market with
More businesses are joining the trend all the time!
There Are Even White Papers
about White Papers...
Why White Papers for B2B?
White papers offer value in business-to-
business industries with a long sales cycle and
when purchasing decisions involve a great
deal of complexity.
If buyers really must make an informed
decision, a white paper can help provide
White Papers Are NOT Ideal for
Business to Consumer Marketing
B2B response to a white paper:
This company believes
If I’m going to invest in a
product or service, I
need to understand it.
This is really helpful.
Bonus: I can now impress
my peers with my newly
B2C response to a white paper:
This sounds like it’s going
to be really complicated.
Reading is too much like
Where are the pretty
I’ll just go shop on
#1 Be the Answer…
Address one or more key questions your
target customer demographic has about
products and services within your industry.
Tip: Analyze your company’s social media
feeds or survey results to identify moderately
complex questions that could be answered
well in a white paper format.
#2 Lend a Hand...
Provide helpful information about how to
overcome a common problem.
Tip: Ask your customer
service team for ideas.
#3 Issue a Challenge
Say something new or controversial that will
generate discussion online and encourage
sharing and blog or magazine article
commentary about the white paper.
Tip: If you disagree with competitors about
something, that’s usually a good starting
place to find an idea.
#4 Tell a Story...
Explore several case studies based on your
own company’s experience to showcase
real world results along with lessons learned.
Tip: For greater breadth, add information
from related case studies in your field (from
strategic partners rather than direct
#5 Peer into the Future…
Make educated guesses about what’s next
in the evolution of your industry and the
implications for society and/or business.
Tip: Any specialized knowledge your
company has gained from being involved
in research and development is a plus.
Mix It Up
Create a series of white papers and rotate
through all of these 5 formulas.
Tip: Add each document to your resource
library to build even greater value in your
business website over time.
Tone and Style Tips
A white paper should be written in
language that is easy to understand. Don’t
get carried away with jargon or buzzwords.
Clarity is better than cleverness.
Format your white paper to look
professional and even slightly
academic (while still including your
Appropriate Use of Images,
Charts, and Graphs
Use images sparingly. They should add
depth or clarity to the text rather than
simply serving as decoration to pad the
Tip: Avoid using stock photography of
generic business settings and people.
Don’t Overdo It.
Keep it short. Six pages is plenty for
most small to mid-sized companies.
Your clients are busy. Make it easy for
them to get value from your white
Tip: You will probably get better ROI
by creating several white papers
rather than one long paper.
Don’t Sell in Your White Paper!
Never have a white paper double as a
sales brochure. A sale pitch kills your
Also, readers are more likely to
share your white paper with
others if it is purely educational.
Limit sales copy to a boilerplate
paragraph and call to action.
Marketing Your White Paper
Create a search engine optimized
landing page for your white paper. This
page should be part of your website.
Provide a download link, a print button,
and lots of social media options.
Consider embedding social sharing
buttons in the digital document itself so
readers can share immediately.
Post an excerpt in your LinkedIn profile.
You may wish to offer the white paper as a
download in exchange for visitors entering
their name and email address.
Have a plan for an effective email campaign
that encourages ongoing engagement
without spamming or harassing recipients.
Marketing Your White Paper
Start building buzz about your white paper
before it’s published. Keep the cycle going
afterward by creating spinoff content based on
the white paper.
What Happens Next?
If you’ve written a good white paper and
put in the effort to gain visibility, readers will
share your content.
Some may even blog about the paper,
using it as a jumping off point to create their
own content and expand the conversation.
Results of White Paper Marketing
Lots of links back to your site (great for
SEO and page ranking)
Established authority as a subject matter
expert (more credibility with prospective
clients who will view you as an advisor)
Access to warm leads for follow-up
Are You Ready to Create Your
First White Paper?
Contact me at 682-478-7243 or email
to talk about:
Connect with Daisy:
Call Daisy McCarty at 682-478-7243 or email
email@example.com to book a
presentation, training event, or workshop.
Together, we can make your message sing!