Part research paper and part marketing piece — because its purpose is both to inform and persuade — the white paper is often the elusive written piece that even the best businesses struggle to produce effectively. Most businesses make the mistake of using the white paper to simply sell their services. Others write about subjects that either don’t fit with the services they provide or with the customers they cater to. In either case, these inappropriate methods render the white paper ineffective.
The thing that most people don’t recognize about white papers is that these written pieces are meant to aid customers and spread your authoritative voice on a particular subject. This means the appropriate time and effort should be taken to ensure the white paper covers the right topic, is well researched, and truly provides value to your target audience.
Doing this not only places your business brand in a positive light to readers, but also typically results in prequalified inbound leads when used as the initial resource in your sales funnel.