Blending comprehensive analysis with captivating storytelling, your white paper writer will craft the asset thanks to his or her experience being fully immersed in not just your industry, but your organization’s messaging.
White papers establish your brand as a thought leader in ways a traditional blog post cannot. They use carefully written content formatted into a polished white paper template to demonstrate subject matter expertise for prospective customers. These deeper-funnel assets are effective for lead nurturing and sales enablement, but they can just as easily be used for content marketing lead generation. We also have white paper writers in the UK, white paper writers in Australia and white paper writers in Germany!
Stage 1: Creating the Foundation For Your White Paper
To begin, your content writer will work with you, your strategist and your project manager to nail down your target audience and build a topic around them and the actions you want them to take. Unlike an eBook or traditional blog, white papers are often more technical, providing an in-depth overview of a topic your potential customers and leads are interested in. Although they’re typically less visual than an eBook, effective white papers often incorporate tools like charts, graphs and tables to help readers visualize data.
While white papers come in a variety of different forms, the three “genres” that marketers typically use include:
Think of this as the original white paper. Backgrounders are essentially a customer-fied version of an internal explainer that illustrates how a new technology or product works as well as how they can help audiences achieve a goal or overcome a problem.
This might be the most easy-to-spot white paper. Organized around a specific number of talking points, you’ve likely seen this form of research cover topics like “5 Things You Need to Know” or “10 Best Practices For Your Industry.”
This content positions your brand as an authority in your industry. Unlike a backgrounder, the white paper will lean more heavily on research to examine a problem within your target audience and present an innovative solution that may or may not directly highlight your own offerings.
Before writing begins, your writer will research the intricacies of your industry and your place in it. This may include interviews with subject matter experts on your staff or others who can provide insight regarding news, trends or specific products and services.
Stage 2: Researching and Gathering Data
Next comes the white paper researching phase. To write a white paper that delivers real value and insight to prospects, your content writer must thoroughly investigate recommended information sources and established industry authorities. Data collection and analysis is also used to inform writing. Research and analytics demonstrate your brand’s dedication to hard facts that back up assertions. White paper content must reflect an expert understanding of the target audience and provide actionable thought leadership that they cannot find elsewhere.
During this phase, the interviews your white paper writer had with internal or external subject matter experts will really shine. By injecting a deeper level of expertise throughout the white paper, it will become far easier to differentiate your brand as a thought leader within your industry.
Stage 3: Writing Your White Paper
After the research phase comes to an end, it’s time to hit the ground running. Your white paper writer will put his or her content marketing expertise to use, implementing journalistic, business writing and creative writing best practices along with proven marketing methodology.
A key stage of the white paper writing process is the incorporation of your team’s feedback. After your experienced white paper writer completes the first draft, you’ll be able to review the paper in its entirety and provide suggestions regarding edits or any other ideas. This feedback will be added to the white paper before it is sent to Brafton graphic designers for formatting.
Stage 4: Driving Traffic to Your Finalized White Paper
Finally, a Brafton copywriter will write dedicated landing-page copy that is optimized to make your thought-leadership content easier to find on search engines. As part of our writing service, we can also create promotional content such as blog posts, email copy and social media posts that help get more eyes on your expertly crafted white paper copy.
At Brafton, we consider white papers to be a key element of a complete content marketing strategy. However, even the best-written paper is only effective when it’s used alongside the right marketing tactics tailored to your specific audience and unique business needs. That’s why our team specializes in creating data-led digital content that’s easy to find on the web and that helps our clients achieve results.
Whether you’re looking for a one-off white paper or a complete revamp of your digital marketing strategy, we’re here to help.
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