Did you know that leads who have consumed detailed content generate 20% more sales opportunities? Among these contents, we find the white paper. However, how can you be sure that the latter will actually be read? The objective of a white paper is to demonstrate your expertise, while indirectly promoting your offers. Specialized and Haiti Email List your audience. However, writing a white paper is only the first step! Engaging your prospects and encouraging them to read your content is on another level. To benefit from the positive impact of the white paper on your sales, you must make sure you read it first. If no prospect downloads it, it’s useless. Then, it is important to captivate the reader from the introduction to the conclusion (which usually contains the call to action).
How to succeed? How to create a white paper that will be read from A to Z? We explain everything in this article! Unlike short content like blog posts, white papers are designed to educate and inform your customers. With a high level of expertise, they impose the authority of your company, while giving confidence to prospects. This is already a great reason to write this type of content! But here are 3 more reasons to create a whitepaper: To generate qualified leads. This is arguably the number one reason why companies incorporate white papers into their marketing strategy. Educational and marketing, they support the prospect in their reflection, while proposing concrete solutions. This combination of pedagogy and influence makes it an excellent tool for generating qualified leads. Especially since the book download is done against the exchange of data (email address, company, post …).
3 reasons to create a white paper
To fuel the thinking of prospects. You know, a B2B buyer thinks and informs himself a lot before buying a product/service. He is accountable to his superiors and must justify his purchasing decision. With a white paper, he has all the arguments, statistics, and other useful information to impose his choice on decision-makers. To re-engage dormant contacts. The white paper allows for in-depth reflection on a niche topic. This is what B2B customers are looking for, even your inactive subscribers! Some of the contacts on your list have become less engaged, perhaps because they think they no longer need your help. The white paper is an effective way to win them back and prove to them once again your expertise.
There are several factors that go into choosing a relevant topic for your white paper. They range from the personality of your target to the position of the customer in your buying journey. Let’s see these elements in detail … Your buyer persona. Of course, the topic of your whitepaper should speak to your audience. Your content must therefore meet the needs of your client or prospect. What problems is your audience having (and that you can solve)? What complicated process could you make simple and easy for them? What are the major issues that concern them? To know everything about creating your personas, see our article dedicated to the subject! The level in the buying cycle.
How to choose the theme
Whether in the awareness, consideration, or decision phase, the white paper plays a different role in the buyer’s journey. Buyer journey: the length of the sales cycle – Inbound Marketing. Thus, the choice of the theme will depend on your objective: In the awareness phase. B2B buyers love white papers that cover niche topics, in great depth, and include statistics. At this stage, your white paper should contain detailed information on a topic in your sector. In the consideration phase. At this point, the white paper helps the buyer by giving them a deeper insight into your expertise and offerings. In the consideration phase, you can write a comparison between several solutions or describe different formulas.
In the decision phase. 78% of B2B buyers use the whitepaper to make a buying decision. At this stage, it should contain concrete solutions and detailed examples, on how to solve a problem. Now is the time to write a white paper with case studies! When it comes to downloading (or not) your white paper, its title plays a big role! It is he who will challenge the prospect, directly addressing one of his pain points. Here are 3 tips for a successful whitepaper title: Write long headlines. According to a Nielsen study, the longer a title, the better it performs. The results of this study showed that titles of 21 to 28 words had the highest engagement rates.