.svg)
.svg)
You recognize the importance of omnichannel marketing. Your content must reach people in multiple places and formats — from Google searches to social media to email inboxes.
Marketing content takes many forms, which is especially important when you consider the stages your leads go through. Creating content that speaks to prospects ready to buy is just as important as delivering educational content to those still seeking answers.
This is where the marketing white paper is key. White papers serve many purposes, but they let you discuss research, industry trends, or new products to connect with your audience in an authoritative way. This guide provides more insights about how to leverage white paper best practices.
How Are White Papers for Enterprises Different Than Small Businesses?
Enterprise white papers are well-researched texts that dig deep into a topic and provide statistics and data. They’re typically long-form content with an authoritative tone.
A business white paper can also outline a problem within a given industry — cybersecurity risks in healthcare, for example — and then discuss solutions and what the future may hold.
Larger enterprises frequently partner with other companies or research organizations to produce industry white papers because they require authoritative, reputable information. For example, smaller businesses may conduct a more narrowly focused survey on a topic impacting their customers, while enterprises may look at the industry as a whole and how it impacts their audiences and stakeholders.
There are several types of white papers, each with pros and cons for businesses and large enterprises. Some white papers may introduce a new product but avoid sounding overly persuasive — most readers come to white papers to learn and are often in the education stage of your sales funnel.
The right white paper format is valuable in establishing authority for a small or large business. White papers demonstrate expertise and show audiences your company is a trusted resource.
Top 6 Marketing White Paper Best Practices and Tips for Enterprises
White papers can help your enterprise generate leads, build industry authority, and increase brand awareness, all important for achieving marketing success. This is precisely why this type of content remains so relevant.
Now, let's move on to how to leverage white papers. Here are six best practices to help you embrace the importance of white papers:
1. Choose a Topic That’s Relevant for Enterprise-Level Audiences
Consider who will read your white paper. As an enterprise, it’s probably going to be:
- Potential customers
- Potential investors
- Current customers
- Industry stakeholders looking for valuable information
What kinds of business-to-business (B2B) white paper topics are most relevant to these audiences? This is the foundation for generating white paper subject matter. Focus on enterprise-level readers who are likely involved with and even experts in your industry.
For example, you could highlight a new finding that applies to the industry and how your company is responding with its services.
2. Conduct Thorough Research To Enhance Credibility and Authority
White papers are not places for a lot of opinions or speculation. They’re about delivering facts — and then explaining how those facts impact the market or a certain type of customer.
Writing technical white papers requires thorough research. Remember that during your white paper research, you could stumble upon data you didn’t expect or that teaches you something. This will only enhance your claims and ensure you’ve examined all sides of the issue before publishing.
One central goal of a white paper is to boost your credibility. If you make baseless claims and don’t support your conclusions with data and evidence, it will be hard for readers to see you as an authority.
Research must be timely, relevant, and based on credible sources. Include information about your sources and the research process you used, too.
3. Understand Best Practices for White Paper Design
While white papers are less design-focused than, say, ebooks, design still matters. Align your white papers with your brand design and voice. Incorporate visuals that support the text, including:
- Engaging images
- Graphics that summarize data
- Bulleted lists
- Tables that make data easier to grasp
A well-designed white paper should also be easy to read. Remember that online readers often prefer to skim text, pulling out key points. Make those key points visible. Emphasize important conclusions as pull quotes and in headings.
4. Follow Branding Guidelines Consistently
White papers may take on a more professional, authoritative tone than your other pieces of marketing content. However, they should still follow your brand's voice, tone, and style guidelines.
All components of your content marketing machine should be consistent. Design elements should harken back to your website or other content distribution channels. Readers should recognize your message as aligning with your mission and purpose.
Different types of content may have different goals and even audiences, but you should strive to produce a consistent, reliable brand voice.
5. Include Calls to Action Strategically
In most cases, the top priority of a B2B content marketing white paper is to inform. But you still need to infuse your content with calls to action (CTAs). They shouldn’t feel pushy or out of place, though.
Here are a few tips to be strategic with CTAs in white papers:
- Keep them short, with just a few words.
- Include CTAs near the end of the white paper.
- Be clear about the action you’re leading people to take.
- Relate the CTA to the main purpose of the white paper.
6. Use Content Promotion Channels To Distribute Your White Paper
Like all content, white papers don’t live in a vacuum. Use the publishing of a white paper as an opportunity for all your channels. Announce the white paper and how to access it. Pull out a few points that readers will learn when they download it.
Use channels like your newsletter and social media accounts to generate interest in your research. Focus on why it matters right now and why your target audience should pay attention to it.
Create Flawless White Paper Content With Compose.ly
Ready for more effective white paper content? You don’t have to go it alone.
Compose.ly engages a team of expert writers to deliver exceptional, engaging white papers that speak directly to your audiences and include reliable, relevant data. We help you establish your enterprise as a top industry authority with better content strategies.
Find out more about our white paper writing services today.
