In this course, we will cover all the essential good practice tips for ensuring that the white paper that you create will really engage your audience and reach the objectives that you set out to achieve.
Hi everyone and welcome to the course, ‘How to Write a White Paper for Marketing.’ My name is Duncan and I am a Content Marketing Director. I’ve been writing white papers for over ten years now, covering a wide range of topics, including software, retail, intellectual property, and data.
White papers remain a critical part of business-to-business (B2B) marketing. There are numerous surveys that reveal that a majority of buyers use them to make purchasing decisions for their business. Often, they also form the basis of other types of content which can be derived from an initial white paper.
This means that a B2B content marketer will frequently be asked to produce this type of collateral. However, with so many white papers out there in a competitive landscape, how you communicate your message in a white paper to make it compelling to read and memorable is crucial.
It needs to be an authoritative, well-constructed, credible, evidence-based piece of work.
Let’s dive into the mechanics of writing a white paper and the language techniques that can be used to reach these aims.
