White papers are perhaps THE most powerful trust-building content you can create.
Sharing your expert advice, guidance and industry commentary helps your reader feel confident that you’re a reliable source of information and a trustworthy business partner. And more importantly that you’re tuned into their unique set of problems.
Building your authority through a well-written white paper means that when it comes to pitch time, your customers are more willing to hear why YOUR product is the right one for them.
Not to mention they’re a brilliant lead-generation tool.
But not all white papers are created equal.
A good white paper is persuasive, authoritative and in-depth. It helps people build their knowledge of a particular area they need more insight on before making their next move. Unlike eBooks, they’re less flashy, much more serious in tone, and backed by solid research.