white paper

Why White Papers Matter

Contrary to popular belief, white papers are not losing their punch. In fact, they are still one of the most valuable tools available to anyone wishing to market their business. White papers give your business proposal the extra “clout” needed to push it over the edge. Filled to the brim with facts, figures, case studies, reports, and analyses, a white paper is an invaluable marketing instrument. White papers are thought of as some of the oldest marketing workhorses out there. “Old”, in this case, most certainly does not mean “outdated”. Perhaps the best aspect of a white paper is the fact that its major purpose is to educate rather than sell. In an age where sceptical millennials are in charge of many (if not most) important business decisions, hard selling is no longer the best option. Consumers are looking for more than a mere sales pitch; they want to learn, absorb information, or understand a particular message.

White papers should always have a firm foothold in ground-breaking ideas and thought-provoking innovations. The issues addressed should be clear, concise, and relevant to their time. All research should be substantive, in-depth, and lead to a conclusion that makes sense to the target market. In every section of content, the white paper should drive your point home, using as many relevant resources as possible.

Advantages of Writing White Papers for B2B companies

For those who missed out yesterday Goodman Lantern launched a research paper on Advantages of Writing White Papers for B2B companies. White papers have repeatedly proven to move prospects through the sales funnel and benefit businesses especially for sales within a business to business environment. According to Ric Mccarthy at GM Digital "For us White Papers have proven to be a very effective form of business communication".