Whitepapers

WHITEPAPERS

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.

79% of B2B buyers listed white papers as
the content they were most likely to
share with colleagues

*Curata

Your customers LOVE white papers

Say what you will about white papers (bland, long-winded, snooze fest), your customers are mad for them.

They eat them up like a pack of melting Tim Tams on a hot day.

71% of B2B buyers have used white papers in the last 12 months to research purchasing decisions. [Source]
White papers were the content most B2B buyers (79%) wanted to share with colleagues [Source]
Three quarters of B2B buyers are willing to share information about themselves and their company in exchange for a white paper [Source]

White paper writing

with your customers at the core

Many brands make the mistake of treating white papers like a product pitch. They offer solutions right at the beginning. And their readers swiftly lose interest.

It’s understandable, right? The experts who contribute to your white paper live and breathe your brand day-in and day-out. They’re hard-wired to have your product or service in the front of their mind. So when it comes to writing your white paper, it’s understandable that your product dazzles as the hero.

Time to flip this focus.

A good white paper is reader-centred. It addresses a real-life problem your target audience is facing. And it’s informative and insightful in a way that your readers can understand.

I think like a marketer

but write like a journalist

Unlike your experts who are very much product-focused, the readers (AKA your customers) are always my top priority while I’m writing. What’s in this for them? Why should they care?

This customer focus is ingrained in me (just like my inability to hear the word “moist” without shuddering).

And while I’m busy writing, my marketing brain is ticking along, looking for clever ways to integrate your brand messages.

My approach to content writing

Want a white paper that sounds like your experts?

(only better)

A good white paper conveys a strong point of view. It captures a unique way of looking at things. So it’s essential that the voices of your experts ring loud and true throughout.

I nail your experts’ unique voice (it’s kind of my super-power).

I take a journalistic approach to writing white papers, interviewing each of your experts to understand their unique point of view, and translating that into words your customers want to hear.

Let’s face it, experts LOVE a bit of jargon. But your customers? Not so much.

I cut through the jargon and business speak to uncover your big ideas and central insights. It’s only then that your authority (and brand messages) can clearly shine through.

Jenny White
Managing Partner, True Potential Sales

“Clare absolutely nailed my tone of voice, she totally understood our offering and I didn’t have to keep explaining things – she just got it.”

A simple 5 step white paper process

(that doesn’t create extra work for you)

Unlike an article or eBook a good white paper can take between three weeks and three months to research, plan and write. It’s quite an in-depth process involving multiple stakeholders like your marketing team, experts and reviewers.

But as a Marketer I know you’re busy. Chasing deadlines. Juggling budgets. Tracking metrics. I want to keep your involvement to a minimum. As we progress, I make sure to step you through the process and make it clear what your next actions are. Helping you get back to the big picture, strategic stuff that matters.

Here’s how it works:

Step 1: Plan and outline. I work with your marketing team to find a topic that will resonate with your audience. We also pinpoint your key messages and calls to action. Then I come up with a basic outline for your white paper.
Step 2: Research. I do thorough industry, competitor, and audience research to make sure I’m across your subject matter and able to speak confidently to your experts.
Step 3: Interview your experts to get their insights out of their heads. This can be done via phone or Zoom and I can share the transcript with you for use in other marketing material.
Step 4: Writing. I work hard to capture your experts’ voices, while cutting through any unnecessary jargon. I carefully balance insights and promotion and make sure your brand messaging is clear and actionable.
Step 5: Prepare for your designer. I edit and then send to a professional third-party proofreader to make sure it is error free and polished. I also include guidance on pull-out quotes and graphic suggestions for your designer.

Will Irving
Chief Strategy & Transformation Officer, NBNco.

“Clare converted both what I said and the intent behind it into accurate, concise content. She was very easy to work with and I would recommend her without hesitation.”

Sample whitepapers

Whitepaper: Analytics, AI and Big Data in 2020

Read

White paper writing cost

White papers vary in length from 6 to 50 pages (yes I’ve seen one!). Basic white papers start at $2,500 but as the scope can vary, I don’t have standard pricing like my other content writing services.

Get in touch for a fixed price quote (once quoted price will not change unless scope does).

75% of B2B buyers are willing to share information about themselves and their company in exchange for a white paper

*Demand Gen Report

Ready to create a unique, POV-driven white paper?

(and bring in some juicy leads)

Before we get started on a white paper, there are three questions you need to answer:

1. What is the hook you’re going to hang your product on? Is it a technology trend? A customer problem to solve? A real-world example of a product in action?
2. Who will your expert voice(s) be? Do you have someone who can speak authoritatively on this subject?
3. What product are you going to promote and how will you do it? How are you going to balance insights and promotion?

If you have a clear idea of these three points, awesome! Fill in the form below and we can begin.

If you’re not sure, book in for a free 15 minute discovery call and I can give you some guidance on nailing these three elements.