Technology companies around the globe use white papers to educate buyers on solving business problems. But too much of a good thing creates a backlash: prospects complain about being inundated with mediocre messages that hype rather than solve problems. How is a company to stand out from its competitors?
Decision makers don’t want sales pitches, they want expert advice about the products they buy, and that’s what a well-crafted white paper should provide. Companies College homework help that make exceptional use of storytelling in white papers will succeed. Companies that under-deliver by focusing on product details instead of customer needs will not.
Part 1: Benefits of a white paper program
A white paper program is a curriculum of organizational elements and best practices that support companies in delivering a schedule of targeted, well-written white papers over a period of time.
A well-executed program provides several clear benefits to technology companies. Through a series of planned papers, a program helps differentiate a company’s approach to technology, positions the company as a thought leader, clearly defines the benefits of proprietary solutions to prospects and investors, and enhances credibility among business leaders and decision makers.
A successful white paper program equips authors with the tools they need to craft stories that garner top line attention and support marketing departments with the creative messaging that attracts prospects and keeps them engaged. Here are the benefits of a well-executed white paper program:
o Reduce time commitment of authors and content providers
o Increase storytelling capabilities and educational value of the papers
o Provide best practices that ensure successful papers
o Deliver more effective calls-to-action
o Improve marketing capabilities of the papers
o Increase readership with well-designed documents
o Highlight the collective intelligence of an organization
Part 2: White Paper Program Best Practices
White papers are ideal sales tools for communicating the advantages of complex, technology products and services. A robust white paper program can be used to serialize papers for technical and business decision making audiences, as well as users. Careful planning of a white paper program generates more fulfilling documents for both authors and readers. Here are some best practices to guide the development of a successful white paper program:
Simplify the research process – researching a topic can be one of the most time-consuming and
cumbersome procedures in the white paper writing process. Laser-focus the research practice and shorten the timeline.
Create persuasive storylines – one of the biggest challenges for an author is creating a solid, persuasive thread that keeps the reader interested and anxious to turn the next page. Engage readers by showing them that you feel their pain. Look for fresh perspectives and communicate them with persuasive and compelling content.
Compose a compelling title – a strong title attracts more readers than a basic description. For example, “Five things computer hackers don’t want you to know” is far more intriguing than “PC Security Measures.”
Build credibility with case studies – many business executives are skeptical of the average white paper. However, including case studies in a white paper can add incredible value if they are powerfully and succinctly written.
Deliver what your reader really wants – day after day your prospects are bombarded with so many
marketing messages that they simply stop listening. Readers want different things: some want to be educated about new technologies or platforms, others may want to know if you can solve their problem. A well-written white paper accomplishes both by delivering a clear message in the language of the readers.