12 Days of Content: White papers (video)

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On the fifth day of content, web marketing gave to me: Five white paper tips.

White papers are like the Cadillac of web marketing, so it seems only fair to feature them on the fifth day of content – the day carolers otherwise reserve for the “five golden rings.” One of the longer written formats on the web, white papers generally contain the kind of high-caliber research and data that sets publishers apart as industry authorities.

With foundations in studies, data and technical research, these pieces are link and lead bait because they offer access to exclusive insights and develop trust in your brand. To find out why white papers are considered the gold standard for digital content, we interviewed Senior Writer Dave Bolton. Click play to watch the video below.

Why add white papers into your content marketing mix?

White papers are unique in the fast-paced internet world because they’re crafted with the underlying expectation of longevity. Unlike Tweets or news articles that are intended to surface in trending conversations, these analytical research documents should live on a site and draw a steady flow of traffic over time. As an added bonus, they can be paired with search-friendly teasers and used as gated content for direct lead generation opportunities.

The proprietary ideas and carefully crafted copy in a white paper are particularly beneficial to brands looking to set themselves apart from competitors, or raise the bar for value-add in their industries.

Check out these additional resources:

White papers generate leads by telling consumers why your offerings are the right solutions for real-world challenges. Brafton’s in-house teams collaborate to identify the gaps or challenges in a particular market that can be filled with expert insights and relevant research, curating hard evidence and original ideas that position you as a thought leader to get more prospects in the sales funnel.

Still curious about how Senior Content Writer Dave Bolton turns technical ideas into approachable resources? Leave your questions in the comments section below, and stay tuned for the formats we have yet to feature in the #12DaysOfContent.

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Lauren KayeLauren Kaye is an Executive Marketing Writer at Brafton Inc. She studied creative and technical writing at Virginia Tech before discovering the digital frontier, with its emerging online-marketing scene, was the best arena to pursue her passions. When she's not helping companies reach their SEO goals, Lauren also writes creative short fiction, reads on the train and hikes in New England.
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  • lorikirk

    I could listen to him talk all day!

  • Dave Bolton

    Hey Lori, thanks for taking the time to listen to my ramblings, glad you could understand my London accent (there was talk of subtitles)…happy holidays and best wishes for 2014