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.

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