Content marketing comes in a variety of forms.  Notably, however, white papers and sponsored emails are the “two top tactics for B2B lead-generation”, according to a Business.com report published in 2013, which Matt McGee (@mattmcgee) detailed in MarketingLand.com.  Of those surveyed, more than 50 percent said white papers are a “valuable” or “extremely valuable” source of new business leads.

What are White Papers?

As Lindsay Kolowich (@lkolo25) explains in HubSpot: “A whitepaper is a persuasive, authoritative, in-depth report [of no fewer than 6 pages] on a specific topic that presents a problem and provides a solution.  Marketers create whitepapers to educate their audience about a particular issue or explain and promote a particular methodology. They’re advanced problem-solving guides.”

White Papers provide quality for content marketing campaigns

As Angela Stringfellow explained in AmericanExpress Open Forum, white papers are prime examples of the type of quality content that is most rewarded by Google’s new algorithm updates.  These algorithms, Stringfellow explains, “punish sites with low-quality content”.  And vitally, she notes: “You can’t use content designed solely for search anymore. You must provide value—and value comes in the form of content that resonates with your target consumer.” [emphasis added]

White Papers are more socially shareable and win more new clients

“Thought leaders…” explained Stringfellow, “[produce] white papers regularly as they are a valuable educational resource, [are] useful for “warming up prospects”, and are an excellent tool “to reach out to a prospect you’re hoping to land as a client”.

She also notes that white papers “provide share-worthy social media content. And since Social users tend to follow businesses that share insightful, engaging and relevant content… [white papers will] provide value to your network and generate more connections for your business.”

John Grimley provides clients with writing, editing, research and strategy services.  If you would like to discuss your specific needs — please complete the form below to arrange a time for a discussion:

Posted by John Grimley

John Grimley provides custom communications services to professional services firms operating in international markets.

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