From Thoughts to Thought Leadership: The Power of White Papers in PR

Are you are looking for better ways to build trust, authority and a leadership position in your category? Are you looking to capture more quality leads?

With the rapid evolution in marketing and communications as we traverse this time of COVID-19, business would do well to stop and think, deeply about the key differentiator which sets them apart from their competition, at a level higher than product or service differentiation, but by answering the bigger questions which are on the minds of their target audiences around a particular topic. Thought Leadership can be defined as a ‘type of content marketing where you tap into the talent, experience, and passion inside your business, or from your community’ to answer these questions.

In doing so, there are a myriad of ways of sharing these insights – ebooks, articles, guides and more for buyers to engage with. But did you know that business decision makers are more willing to exchange their information to download this one type of content?

And that is a White Paper.

What exactly are White Papers?

White papers are well-researched, persuasive documents. They have a specific purpose, unlike other content types. They help business professionals understand an idea, solve a problem, or help make a decision using facts and logic.

In fact, executives expect the information to be well researched, trustworthy, and not a sales pitch. They’re looking for information to help them make sound decisions.
Perhaps about the future path for their company or to compare their options. Executives are known to share white papers with other decision makers and use them to justify a buying decision.

They are especially useful for solutions that are new, complex, and expensive.

White papers can be powerful lead magnets with a long shelf live. When properly executed, white papers can help companies boost traffic, attract quality leads and help close sales.

5 Tips for Creating a Compelling White Paper

Here are 5 Tips for crafting a compelling white paper that attracts decision makers:

#1. Start with a Business Goal.
A white paper should have a business goal along a stage in the buying journey. For instance, introduce a new concept and for people unaware. Make a complex process easier to understand for buyers searching for solutions. To help close a sale, educate buyers by comparing options.

#2. Make it Easy to Read
Busy decision makers want content that is easy to read and scan. One of the biggest mistakes that vendors make is creating a white paper with walls of text. Instead, break it up with graphics and bullets. Add white space, subheads and sidebars.

#3. Smart SEO – Have a Relevant Title, Not a Misleading One
Think about what your buyer will be searching for along the buying journey. Create a title with search in mind. Remember the title is the first thing they see.

Are they searching for a nagging problem? Put the problem in the title.
Or
Are they evaluating vendors and comparing their options? Include your product and company name in the title.

#4. Include Proof: Well-Researched Facts and Data
One of the biggest issues in the world today is trust. Overcome doubt by using expert research sources for the data from reputable places. Some examples are, associations, analysts, and impartial industry reports. Be sure to include citations for all sources at the end of the paper.

#5. Always Include a Call to Action
Include a call to action that guides buyers to get more information. It could be a link to a special guide, a sign up for a webinar, or even a link to download a checklist.

In Summary
White papers are a different beast than other types of content. They help business professional make decisions. When properly planned and executed, white papers can help boost traffic, attract quality leads and help close sales.

If you would like to discuss the potential of a White Paper for your business email gill.fish@the6amagency.com.au