What is a white paper?

What is a white paper?

A white paper falls under the heading of long copy and contains extensive information on a specific topic. The term refers to the paper that companies traditionally used for this purpose. Nowadays, this is mainly done digitally. And that is a lot better for the environment?

B2B companies in particular use white papers. To profile themselves as thought leaders. So it is a very suitable marketing tool. It gives you the space to go deep into a subject and is also beautifully designed, supported by visuals. In most cases, the white paper is used for lead generation. Someone who is interested and wants to download the whitepaper must first leave their details.

Writing and building

So how exactly do you create a whitepaper? Good question! There are many topics you can discuss in it. Think about specific challenges within your industry. Coupled with potential solutions to these problems. Sneak peek: that's when your product or service comes into the picture ?!

You can also build a whitepaper around research data and other data that confirms your vision. Use cases and customer references then reinforce the picture you outline. First, summarise this in a first rough outline and agree this with the customer. Does he or she agree? Then start writing!

What is a good topic?

Make sure the subject of the whitepaper is important to your customers. That your whitepaper meets their information needs. After all, they need to read it!

Have you decided on the subject and approach for your white paper? Then start researching! After all, you need to have a good understanding of the topic. This can be done through interviews with experts and desk research. Next, write a first draft. Most white papers are around 2,000 words.

Publishing

After some back-and-forth ping-ponging and proofreading, your text is ready. Together with a visual designer, you then format the document. Make sure it has an attractive front page and nice visuals. Preferably in your own house style.

Is the document ready? Then create a landing page on your own website. On it, explain what your white paper is about. Do they want to read your white paper? Then you can ask them to leave their e-mail address. Great information for your sales department. At least they know that this prospect is interested in the topic.

How do I share my white paper?

Don't forget to share your white paper as much as possible. Through your social media channels (LinkedIn in particular, but also Instagram and Facebook). And via your employees' accounts. After all, they also have a whole network of potential prospects!

In subsequent blogs, you will then bring up your whitepaper again and again. Going for maximum impact? Then consider combining it with PR! Have a powerful press release built around it. With publications, including backlinks, on the websites of independent news media, your website will gain a lot of authority!

Need help?

We write dozens of white papers a year. Create them together with our designers. And, with the help of PR, create maximum impact. Can we help you? Read more about our vision on content creation here.