Corporate White Papers that People Actually Want to Read
In days gone by, white papers were highly technical reports written to inform and advise. But companies have discovered that white papers have marketing value, and today seek copywriters who know how to promote and persuade. So while the content is still authoritative, it appears less severe and exceedingly more compelling. The goal is to break down complex concepts into easily digestible ideas that anyone can grasp, including those who are new to your industry.
This makes white papers essential to your promo and sales initiatives.
White papers are usually three to fourteen pages in length — and that’s a lot or “real estate” in which problems can be identified and solutions presented. In short, white papers are written as a proposal and can be packaged with branded infographics, whether you are promoting a product, service, concept or philanthropic cause.
Why are White Papers in Demand?
Technical, financial, IT, academic, medical, governmental, manufacturing — nearly all industries need white papers.
A well-written white paper identifies a need and fills a void with unique and actionable concepts. It lends authority to a brand and credibility to project. In fact, a white paper sparks interest, generates buy in, and includes calls to action. Therefore, a good white paper can influence a decision-maker to pull the trigger.
White papers are usually technical in nature, but that doesn’t mean they should be dry and boring. White papers should be crafted strategically with thought and planning. Following are the basic planning points that go into any white paper outline. The key is to expand upon these planning points as only a trained copywriter can do.
- Who is your audience?
- What is your audience’s level of expertise?
- What is the relationship between your audience and your product, service or cause?
- What are the features and benefits of your product or service?
- What are the problems solved by your product or service?
- What questions might your audience have about the content presented in your white paper?
White papers are relatively expensive due to the amount of research and technical elements required for each project. When I write white papers, I focus on:
- Market research
- Research on competing products or services
- Interviews with subject matter experts
- Descriptive content
- Technical components
- Emphasis on solutions
- Emphasis on value
Apart from developing engaging content, good copy editing ensures that grammar, style, cohesion and tone are addressed. I proofread documents to correct misspellings and typos, but also attend to details such as flow, pacing and layout.
Need a Copywriter to Develop your White Paper?
I can certainly help you with your white paper project! I am exacting, precise, thorough, and savvy when compiling these reports.
Contact firstname.lastname@example.org to discuss the possibilities.