Segmenting white papers for different audiences is a sensible strategy for companies that sell to multiple market segments of different types of businesses. For example, suppose your company offers a service to assess lubricant quality and performance that uses a device built around an innovative technology. You configure that device for companies that operate fleets … Read more
Mentioning competitors in your white paper Your white paper may serve any number of purposes, from explaining a new technology, to presenting the advantages of a particular strategy, to educating your stakeholders about an issue that should be important to them. Often, however, the purpose of the white paper is to contrast the products or … Read more
State the problem first in a problem-solution white paper Problem-solution white papers are one of the most effective ways to provide information that will be valuable and useful to your customers and prospects. Most companies create products or services that are designed to address specific problems or challenges their industries face. Using a problem-solution approach … Read more
How do you start a white paper? It’s one of the questions I hear most often from people who would like to tap into the many advantages white papers offer. The question doesn’t always mean the same thing, though. Some want to know the process for getting started on writing a white paper, while others … Read more
White paper subheads offer a powerful way to increase readership of your white papers and build understanding of the subject matter you wish to convey. White paper subheads support navigation One of the realities of today’s information overload is that people don’t want to spend extra time combing through information that isn’t important to them. … Read more
A white paper table of contents is a common technique, but it’s often handled incorrectly. Because white papers tend to be substantially longer than blog posts, brochures, and other marketing communications channels — they can reach between 1500 and 5000 words in length, which is generally 6 to 20 printed pages — some organizations see … Read more
“How do you write a white paper?” is one of the most common questions the White Paper Pro hears from companies and other organizations interested in the strategy. White papers are detailed documents exploring complex issues to educate audiences. Most often, the goal of white papers is to offer facts and arguments to convince people … Read more
Deciding how to structure white papers is important before you begin to write them. While blog posts these days are typically between 700 and 1000 words, white papers are generally between 1500 and 5000 words. That typically works out to 6 to 20 printed pages. However, you shouldn’t set an arbitrary length. Instead, focus on … Read more
Because white papers tend to be lengthy documents, they may remind you of the research and term papers you used to write in school. But white papers are very different from what you did in school, and the style of writing is nothing like the stuffy, formal approach taught in high school English and college … Read more
The familiar adage “you get what you pay for” definitely applies to white paper writers. Search the internet, and you’ll find outsourced writing services that promise to develop white papers and other materials in less time for a fraction of what other professionals charge. Many of these services accomplish that by outsourcing the writing to … Read more