White Paper Copywriting

Convincing B2B buyers you're a market leader with a solution

B2B buyers have relied on white papers for years to shortlist vendors and evaluate choices. Now marketers see the true value of hiring a white paper writer for their content marketing.

Whether you’re targeting consumers at the top, middle or bottom of the sales funnel, a well-written white paper is an essential tool in your marketing tool kit.

Why publish a white paper?

If you sell innovative, complex or expensive products to other businesses, you can profit from publishing white papers. These persuasive, fact-based reports have amazing reach and influence

White papers are the big guns in your battle to assert thought leadership in your industry. Half of business decision makers in North America spend at least 30 minutes every week consuming thought leadership content, and 41% of C-Suite executives say thought leadership has led them to include a company in a RFP opportunity. Clearly, thought leadership content done right is a worthwhile investment.

A well-planned, well-researched and well-written white paper can help you:

  • get on a supplier's shortlist by supporting the technical evaluation of a new product, service or approach
  • close a sale by letting a prospective buyer compare competing solutions and recommend you as the right vendor
  • boost competitive advantage by highlighting flaws in your competitors' solutions and casting doubt on their claims
  • establish authority by giving C-suite executives a fix to a problem that plagues many companies in your sector

In short, white papers are incredibly effective in building a company's credibility and getting a website noticed by major search engines and target audiences. That translates into more leads and more sales.

Read more7 Surprising Reasons to Publish a White Paper

What is the definition of a white paper? 

All white papers have one thing in common: they educate their audience by presenting a problem and providing a solution. However, they are not a sales pitch. Yes, they are a remarkable marketing tool for B2B vendors, but there is no appeal to emotions, no puff-speak and no exaggeration.

White papers are factual and informative, so the language must be clear and concise. Benefits must be proven. This doesn’t mean you can’t make your white paper engaging. It's entirely possible to create an interesting and readable document designed to help someone understand an issue, solve a problem or reach a decision.

One of the main reasons a white paper fails is that it oversells. Too much selling irritates the reader and demolishes any authority you were trying to establish.

White papers are one of the most influential content marketing strategies available.

Ryan MaloneFounder and CEO of SmartBug Media

Marketing your white paper effectively

Not all white papers meet expectations. It may be that the content simply doesn't address the pain points experienced by the intended reader. Or maybe the topic is well chosen but the writing style isn't up to scratch. White papers that are poorly put together are not going to convince audiences your product or service is the solution they're looking for.

But many white papers fail because they’re not publicized effectively. And that’s such a waste of time, money and effort. A well-considered marketing strategy is essential for all white papers. You have to let your target audience know it exists, and you have to encourage them to read it.

There are numerous ways to market your white paper, including:

  • creating a simple, good looking and convincing landing page
  • publishing a press release
  • broadcasting it on social media
  • mentioning it in your e-newsletter
  • adding it to your email signature
  • re-purposing it as other marketing content

Most marketing tactics for white papers are relatively easy to implement, although you may want a little help with those that demand professional writing skills, such as the articles and press releases. Of course, the best person to ask for help is the one who wrote your white paper because he or she would already have all the background information needed. You may even be offered a special deal!

How I plan, develop and write a write paper

My role is to present my client (your company) as a trusted adviser and respected seller. I do this by appealing to the target audience with logic, not emotion.  This sets apart a white paper from most other types of copy.

The creation process is more challenging than writing a blog post or sales letter. In fact, a whole team can be involved (e.g. writer, designer, subject experts, in-house researchers, reviewers, printer).

But even if it’s just you and me, publishing a white paper that business decision makers will take seriously requires careful planning, an organized process and sufficient production time.

That's why I offer a White Paper Planning service. Planning a step-by-step process and identifying the contributors and their roles at the start of the project is vital for a successful white paper. Once the planning is done, I will:

  • gather research from your experts and conduct additional desk-top research
  • organize and check all quotes & sources to prove claims made
  • write the report, including an executive summary, buyer’s guide and set of conclusions
  • use a suitable layout and insert footnotes, endnotes or sources into the text
  • send you a first draft to make sure we're on the right track
  • process comments from all reviewers and revise the draft for final approval
  • The results are a quality white paper that your company can publish and promote with confidence.

    Can low-quality thought leadership content 
    actually damage your brand?

    In 2017, 45% of business decision makers and 53% of C-suite executives admit to losing respect and admiration for companies producing low-quality or irrelevant thought-leadership content.  In fact, over 30% of business decision makers have removed companies from consideration after engaging with what they viewed as poor thought leadership content. So, it seems that not investing in well-written content like white papers can have a negative effect on your brand.

     Source: How Thought Leadership Impacts B2B Demand Generation: June 1, 2017 (Edelman LinkedIn)

    Ready to kick-start your next white paper?

    White papers are perfect for today's world of inbound marketing. Re-purpose them and you can stretch your investment even further.  

    Please contact me at helen@write-for-business.com or call me on 360-525-8277 to discuss your needs. 

    I've worked with many industries over the years and I have a business background, so I can get up to speed with unfamiliar companies and products quickly, and work comfortably as part of a team.

    Together, we can get your white paper written and published!