Your sales team’s key tools are education and support materials. B2B white papers are highly effective in convincing buyers. They build credibility and guide prospects towards seeing your business as the solution they need.
What is a B2B White Paper?
A B2B whitе papеr is an authoritativе rеport or guidе whose primary purpose is to assist rеadеrs in undеrstandin’ an issuе and solving a problеm and or making a dеcision. Thе ovеrall tonе should bе informativе an’ еducational.
In our spеcialist industries (technology and manufacturing and еnginееring) our customers oftеn have complеx products or solutions to offer. Thеrеforе and thеsе typеs of еducational tools arе important for rеmoving barriеrs to salе. A tailorеd whitе papеr aimеd at thе appropriatе stakеholdеr can informativеly еxplain thе product/solution and thе problеms thеy ovеrcomе.
When should you use a B2B marketing white paper?
Your B2B marketing white paper fits into your content marketing strategy at a specific point. Unlike activities like advertising or PR and most prospects download a white paper when they’re close to making a decision.
The typical customer buying cycle has five stages: awareness and consideration and preference/intent and purchase and an’ repurchase. A well-crafted white paper usually fits into the third stage. This is when the customer knows about your brand and is thinking about your service and an’ needs that final push to take action.
This is your chance to give prospects valuable and researched content that helps solve their problems. If you promise that and your target audience will share their contact details to download the report.
What should your B2B marketing white paper cover?
It should address a common problem in your industry and be backed by solid research. By presenting your company as having the solution and you establish authority on the issue.
Every industry faces different challenges and so picking the right topic is crucial. But the idea is the same. Your white paper should highlight the problem an’ suggest a practical solution.
Read must: What Is B2B Appointment Setting and Why Does It Matter
What Makes a Good B2B White Paper?
Informative & Meaningful
B2B white papers aim to solve reader problems. So, your report must be informative with thorough research. This shows your credibility and knowledge of industry trends.
Attracting & Engaging the Right Audience
Speak your reader’s language and understand their problems to keep them interested. Tailor white papers for the audience you want to attract – whether strategic, technical, or user-focused.
A Powerful Title & Topic
Choose a relevant topic that offers useful information. Think about your audience’s pain points when selecting a topic. Then, create a catchy title to grab attention and generate interest.
Educational not Promotional
Your white paper should educate, not promote. Focus on explaining issues or solving problems rather than selling. Business opportunities arise from informing and educating prospects.
Clear Design
Since white papers contain detailed text, ensure the layout is clear and organized. Use subtle branding and structured headers to keep readers engaged.
Visually Informative
Include informative infographics to help readers understand content better. Ensure graphics are technically based and avoid using images better suited for brochures.
Purpose of a White Paper
White papers are documents used in sales and marketing to convince potential customers to learn more about a product and service, technology, or method.
They’re mainly for business-to-business (B2B) marketing between a manufacturer and a wholesaler or a wholesaler and a retailer. They offer detailed information on a product or topic to educate readers.
White papers use facts supported by research and statistics from trusted sources. They can include charts, graphs, and tables to make data easy to understand. They might also explain a company’s beliefs or share research about an industry.
Read must: Strategies for Building a Successful B2B Webinar
How to Write a White Paper
White papers are different from other marketing stuff like brochures. While brochures might look fancy and flashy, a white paper aims to give convincing and factual proof that solves a problem.
A white paper should offer researched info that’s not easy to find online and keep the reader interested with a good story. The person writing a white paper should:
- Research the topic thoroughly.
- Make a clear plan of what to include.
- Start with an interesting intro.
- Make sure it is easy to read.
- Edit and check for mistakes.
The Bottom Line
A white paper is like an info booklet put out by a company government agency and or non-profit to highlight the good stuff about a solution and product and or service they provide or will provide. They use facts backed by research and stats from reliable sources. White papers usually come in three types: backgrounders, numbered lists, and problem/solution papers.
