Writing a White Paper for Marketing
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.
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.
Lessons
What Is a White Paper and Why Are They Used in Marketing?
At its heart, the marketing white paper remains a document that includes a description of a problem and then an explanation of how the problem is to be solved.
How To Plan for Writing a White Paper
The crucial Six Point Planning Framework is outlined in this lesson.
How To Conduct Research for a White Paper
Don’t go down endless rabbit holes while researching. This lesson covers the importance of the story arc to guide your research.
How To Write Up Your White Paper
Learn the importance of hooks, signposts and links when writing up your white paper.
How To Prepare Your White Paper for Publication
What are the steps you need to take to make your white paper ready for publishing?
Dive in to a Lesson
How To Prepare Your White Paper for Publication
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What Is a White Paper and Why Are They Used in Marketing?
How To Write Up Your White Paper
How To Conduct Research for a White Paper
How To Plan for Writing a White Paper
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