The term “white paper” gets thrown around quite a bit in content marketing circles, but what is it exactly? And how does it work to market your business or organization? A white paper is usually a PDF document about 10-15 pages long, although it can easily be longer, depending on the depth of research undertaken. It’s a deep-dive, in-depth report on a specific topic, written in an authoritative, almost academic tone of voice (compared to the more casual, conversational tone of voice of a blog article). White papers rely on data and quantifiable research of a topic.
The benefits of a single white paper are many…
How does a white paper drive lead generation?
White papers have a specific goal of educating the reader. They are considered to be a premium product in the content marketing mix, because they not only showcase your expertise, involve in-depth research to support a key point or outline a real-world solution you’ve created for your clients (for example a case study), but they’re also great for search engine optimization (SEO) because Google will actually crawl and rank your white paper PDF in search results.
An attention-grabbing white paper will make the most out of your sales funnel opportunity.
No one wants to read long slabs of text with no paragraph breaks or images. Our researchers, writers and designers know that the key to creating a great white paper is visual! The masterstroke needed in creating really engaging white papers is in beautiful data-design and inclusion of high quality illustration. We create white papers that not only educate, they inspire people to share them with their colleagues.
Our data designers will ensure that along with well-written text, your white paper will integrate engaging elements of visual design such as branding, infographics and text design that increase the all-important ‘readability’ factor.