Even if you’ve never written a white paper, it’s smart to know about them because they will impact you even if you specialize in another type of project.
And if you do write white papers (or plan to), the seven insights I’m going to share will help you as a white paper writer.
What are White Papers?
Most of you probably know what a white paper is, but for those who may not be familiar with them, here’s a quick explanation.
A white paper, sometimes called a special report, is a document usually seven to nine pages long that B2B companies use to help market their products and services.
You’ll see Business-to-Business companies promoting their white papers in their email campaigns, in their ads, and on their website.
Let me give you an example.
Let’s say one of your clients is a software company that has created innovative software to help digital designers work faster and create better digital designs. Because the software is new and innovative, digital designers aren’t familiar with the benefits of the software.
Your client might ask you to write a white paper that explains the new software and how it helps digital designers. Your white paper would outline the innovations and identify the benefits of using their software.
The company would then use the white paper you had written to help sell the software through their lead generation and content marketing.
The white paper may serve as the springboard for other ads, emails, social media posts, and other content marketing. So even if you’re writing other content, you’re likely to encounter white papers in your work.
To help you, here are seven things every B2B copywriter needs to know about white papers: