did you know that a white paper white book where e-book) is the ideal partner for your inbound marketing strategy? At the heart of your content marketing, it targets qualified contacts through a downloadable document in PDF format of few pages to promote your business through your expertise. The essential lead generator, creating a white paper from A to Z, cannot be improved! It’s all about the methodology…
But what exactly is a white paper?
By definition, a white paper is one of the essential communication channels for a company to express itself as an expert in its field. By disclosing this expertise, 76% prospects are ready to give information According to a study by DemandGen, in return for this premium support they as well as their contact details. When you implement an inbound marketing strategy, it is a safe bet and an essential lead generator.
Whatever the stage of maturity of the contact (Visitor, Leadership, Prospect, Customer and Ambassador), this informative guide helps you convert it effectively.
- When visiting the site, his attention is drawn to the top by a white paper with a high value added to the download. To access it, he has to leave his contact details through a form. This is the beginning of the transformation.
- Once a contact is created, he or she has access to premium support with information that reflects the company’s expertise and can offer products or services;
- Once the visitor is converted into a lead and then a prospect, he or she can become a customer at any time using the company’s services.
- Ideally, he would become a loyal customer and later a brand ambassador by sharing the white paper with his contacts.
The White Paper, once integrated into your inbound marketing strategy, allows you to:
- Enrich your potential database;
- Publish relevant information to optimize the SEO of your web content;
- Verify your credibility with Internet users and thus increase your e-reputation;
- Build customer loyalty.
At first glance, writing a white paper seems complicated, time-consuming and costly, as it is a lot of value-added material in terms of Inbound Marketing Strategy for B2B Companies.
And yet, it’s all about methodology!
structure the content well
The white paper should be written in a clear and well-structured manner, in which An introduction, title, subtitle and a conclusion So that readers can identify the contents of the document at a glance.
Choose topics according to the most recurring problems. The information gathered also makes it possible to design a person’s profile. Based on the major interest they express for the topic, you will be able to define the style and tone to be adopted for creating the white paper. In any case, it should remain as neutral, informative as possible, while communicating the brand image of the company. Remember that the purpose of an e-book is not to directly promote a product or service, but to inform your goal.
In any communication job, including the creation of a white paper, you need to consider several things:
- Market ;
- target population;
- target ;
- level of knowledge;
- Types of information to publish.
Once all of these elements are well defined, you can more easily define the structure of the white paper and establish a writing plan.
Develop a plan for different stakeholders
Writing white papers should not be done all at once. This is done in collaboration with the marketing team, but also management to best reflect the editorial line of the brand and present information that brings real added value to readers. The editor then writes down each part, which will validate as it progresses, so that the guiding thread does not detract from the set up.
Assign Writing to a Professional Writer
The choice of topic depends on the company according to the centers of interest of the visitors to the company’s site. If he does not have an in-house writer, it is better to entrust the writing to a professional who has a perfect command of trade secrets and who is able to understand the subject better.
Ensure engaging and ergonomic reading
Writing in steps avoids large blocks of text unattractive to the Internet user who is always in a hurry. Remember to ventilate the text and document normally, to ensure attractive and ergonomic reading. Also, always keep in mind that the visitor remembers more of what he sees, thanks to beautiful images, good quality photographs, but also graphs and diagrams, which will punctuate the reading. so remember to make it as clear as possible Facilitate teaching approach.
As for the length of the white paper. Depending on the content, it usually consists of between 6 and 50 pages, ideally between 10 and 20 pages. And don’t forget to mention the contact details and all the information related to the company.
Consult experts for specific questions
In terms of content, although the author is an expert on the subject, it is strongly recommended to consult professional field professionals for technical clarifications or legal issues.
Access to the White Paper
The download time should be minimized as much as possible as this is a parameter that can scare a visitor if he waits too long. Another hurdle: He’ll have to fill out a form and leave out information that he might consider too personal. But in the end, it already helps to sort out people who are genuinely interested in the brand and who are able to consume the content of the white paper. So think about optimizing call-to-action (CTA) or call to action.
From being too restrictive for the visitor to stop filling out the form. It should neither be too short nor too long, but it should be enough for you to expand your database, such as the visitor’s name, their identifier on your page, if they are already subscribed , their e-mail address, or their phone number.
Now you know what you have to do! It is up to you to find the thread that sets you apart from others right from the start, and that is able to attract visitors and encourage them to download your white paper.