Although white papers are written similarly to blog content and articles, they also differ in several key ways. First, they tend to be longer and include more information, making them a particularly valuable resource for readers who are looking for in-depth content. Second, they generally have a faster lead generation time than blog content, which can take months before they really start bringing in traffic to your website.
Here are some ways you can use white papers as a part of your content marketing strategy:
- Lead generation: One of the biggest benefits of white papers is how quickly they generate leads. They tend to be deeply educational, providing a great deal of information along with some direct marketing language that encourages readers to use your services or products.
- Increase newsletter and social media subscriptions: You can increase the number of people who sign up for your newsletter by using white papers. As an example, you could create a landing page to download the white paper, which includes some useful and important information for your target audience—but the download will not unlock until they sign up for your newsletter. You could use this same strategy for Facebook “likes.”
- Curate and repurpose old blog content: In your white papers, you can either add links to old blog content or repurpose posts as part of your new white paper. By inserting links in the white paper itself, you will increase traffic to your old posts and encourage readers to browse around your blog content archives for more useful information.
Whenever you decide to develop a white paper, make sure the information you’re giving away is actually valuable and worthwhile to your readers. You should spend much more time in creating a white paper than you would on writing a piece of blog content, for example. It should be well-researched, well-designed and well-written.
Writing a white paper can be a difficult process. If you could use a hand, consider reaching out to a firm that offers professional copywriting services for content marketing strategies.