Capturing the Market: How to Write a White Paper


Capturing the Market: How to Write a White Paper focuses on preparing a white paper that captures your target market’s attention, along with a few pointers on converting readers into buyers with digital marketing tools.

A compelling white paper presents a problem, then communicates a solution. For example, if your company designs and installs solar systems, cite the less-than-desirable aspects of regular energy usage such as rising costs, hidden fees, and surprise hikes on your electric bill. Then explain how your solar energy company’s products save the reader money, qualifies them for tax breaks, and increases their home’s resale value.

Title. Create a strong, buzz-worthy title that makes a reader curious about what your company offers and entices them to read the article.

Introduction. Briefly state your main point with informative and engaging copy that speaks on a personal level, not to a faceless, generic crowd.

Present background information. Speak from an expert point of view to establish trust. Include case studies, visuals, and charts for increased readability.

Solution. The background and solutions you propose are the most important part of your paper. When customers understand the facts, they make decisions based on those facts.

Call-to-Action. A call-to-action gives the reader the opportunity to take the next step – signup, download, call or buy, and this is where you gather contact information to generate leads.

Furthering your marketing efforts. Create a powerful, loaded-with-benefits message on a landing page specifically tailored for your white paper. Use this landing page link in:

  • Emails to your existing subscribers
  • A blog post
  • On your website as a teaser for “free” information

Social Media. Social media marketing lets you humanize your brand with original content and a genuine voice.

  • Create a video
  • Write a blog post
  • Facebook – 2.4 million pieces of content shared daily
  • Twitter – information shared over 277,000 times
  • Provide information about your company on LinkedIn, Google+, Pinterest, and Instagram

White papers are a wonderful way to promote your business via a website, blog, newsletter, or social media. It’s important to remember, however, this paper is your go-to vehicle for converting readers into buyers, so make sure it is well-constructed, organized, addresses your target market’s problems, and offers solutions your company is prepared to provide.

5 Must-Have Content Creation Tools to Keep in Your Bookmarks


When you’re trying to write on a deadline, the best help you can get are tools that make it easy to write quickly and efficiently, removing any barriers to putting your ideas into words. Here’s 5 online tools that we recommend you use to create, edit and organize your content.

1. Google Docs

Google Docs is portable office suite software you can access from your desktop, laptop, tablet, and even smart phone. It contains a full-featured editor suitable for creating essays, resumes and ebooks, and makes collaboration with co-authors as easy as possible. It also has built-in version control, giving you the ability to view and revert a full history of changes for any document.

2. Hemingway Editor

True to its namesake, the fantastic Hemingway Editor is perfect for those who wish to create strong and clear writing. The goal of this visually-appealing app is to improve your text’s readability and help you craft a bold writing voice that is sure to arrest the reader’s attention.

3. Grammarly

Grammarly is one of the oldest online grammer-checking tools and is both a webapp and a Chrome extension. Upon entering text, this tool will give you on-the-fly grammar advice, highlighting instances of passive voice, overly-complex sentences, and adverb overuse.

4. WriteWell

WriteWell is more than an editor. With WriteWell, you’ll gain access to dozens of templates. It’s also an ideal tool for organizing a research or writing project, allowing you to group multiple texts in a logical manner.

5. Scrivener

Scrivener is designed for long, complicated writing projects. You can use it to group all kinds of documents together for easy reference, including images and video. Where Scrivener shines is in its range of export options, so that after composing, you can easily do the final editing in the word processor of your choice.

Whether writing an essay or a novel, a research paper or a resume, choosing the right tool can make the process a breeze. Try out these tools and see how easy completing your next project becomes.