White Papers for Dummies
A fast and easy way to write winning white papers!
Whether you’re a marketing manager seeking to use white papers to promote your business, or a copywriter keen to break into this well-paying field, White Papers For Dummies gives you a wealth of practical, hands-on advice from one of the world’s leading experts in the field.
The fact-based documents known as white papers have been called the “king of content.” No other B2B marketing piece can do more to generate leads, nurture prospects, and build mindshare.
Where white papers were once used only by technology firms, they are becoming “must-have” items in the marketing toolkit for almost any B2B firm. Practically every startup must produce a white paper as part of its business planning.
But writing effective white papers is a big challenge. Now you can benefit from the experience of a white paper specialist who’s done more than 200 projects for clients from Silicon Valley to Finland, from mighty Google to tiny startups. Author Gordon Graham—also known as That White Paper Guy—provides dozens of tips and tricks to help your project come together faster and easier.
White Papers For Dummies will help you to:
- Quickly determine if your B2B firm could benefit from a white paper
- Master the three phases of every white paper project:
planning, production, and promotion
- Understand when and how to use the three main types of white paper
- Decide which elements to include and which to leave out
- Learn the best practices of seasoned white paper researchers and writers
- Choose from 40 different promotional tactics to get the word out
- Avoid common mistakes that many beginners make
action. Getting noticed by Google Google has become the great god of inbound marketing, serving the vast majority of all searches done around the world and leading B2B buyers to the companies they do business with. How many people ever look past the first page of their search results? No one outside Google knows exactly how it evaluates websites. But one thing’s for sure: If your company has fresh, helpful content on its website, Google will move your company up in the search results,
use the white paper as a conversation starter or leave-behind on sales calls. This section provides a few tips on each of these tactics. Note that I label three of these four tactics as “high cost” in Table 16-3 because of the vast expense to exhibit at a trade show or get face time with an executive at a B2B prospect company. These expenses include flying across the country, renting a car, staying in a hotel, eating in restaurants, and all the other high costs of traveling. These costs can
white paper for a reasonably big company, done by a reasonably experienced writer, costs about $5,000 today. And the more experienced the writer, the more he can charge. Using these numbers, I created three earning scenarios for white paper writers: A beginner who works slowly but diligently can likely do 12 to 15 white papers for $3,000 each to gross around $40,000 a year. At the other end of the scale, a proven white paper expert who charges $6,000 a project and works quickly can probably
that may be longer, shorter, more interesting, more serious, more factual, or more persuasive than what they usually work on. This change of pace helps writers stretch their creative muscles, which many people appreciate. For the challenge: One of the most challenging assignments in B2B marketing is helping a company articulate the competitive features and benefits of an offering and how it can solve an old problem better than anything else. Doing the research to find enough convincing
As a side benefit, the length dropped from more than a dozen pages down to a more manageable ten. And the final white paper was well received by its target audience. * * * In today’s self-serve era of marketing with online content, most white paper readers find and download white papers to suit their needs and interests at the moment. They know what kind of information they seek. If they sense that a white paper isn’t for them, based on little besides the title or perhaps the landing