What is a whitepaper?
A whitepaper is a marketing content piece used by tech startups seeking to expand brand awareness and drive traffic and prospect interest in the startup’s offerings by addressing...
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A whitepaper is a marketing content piece used by tech startups seeking to expand brand awareness and drive traffic and prospect interest in the startup’s offerings by addressing pain points facing the startup’s target audience. That means a white paper is above all instructional in nature, and tends to avoid an overt sales pitch.
In this article, we’re going to show you what a whitepaper is, when to use it, how it can help you in your B2B marketing, and lastly, we’ll give you tips for writing one.
As mentioned above, a whitepaper is a content piece, often in the form of a report or guide, used by startup looking to promote their brand by doing it in a strategic way that influences the buyer into buying their product.
A good whitepaper should have no fewer than six pages and include in-depth and unique research and infographics, similar to what an eBook provides, but with more density that may require readers to look it over more than once. White papers differ from blogs in that they are longer in length, are typically only accessible via download, and address a much broader topic which addresses larger problems than an individual blog post would.
How can you get away with writing a sales pitch that technically isn’t one? Whitepapers provide persuasive and factual evidence that will impress a reader and, if written well enough, will generate leads, nurture prospects and help close sales.
Whitepapers are meant to present a problem and provide a solution to a selected target market, and should be used when the topic being covered requires extensive research. As a B2B tech startup, your goal is to clearly and succinctly explain the problem faced by your target audience. Along the way, you can and should show how your startup’s offerings would solve this problem, or at the very least how you could do it better than anyone else– without actually coming out and saying it too directly.
Publishing a whitepaper as a B2B tech startup gives your company a chance to share your expertise with a broader community, especially when you promote it on your company’s social channels and through email marketing.
If you’re a B2B tech startup, publishing a well-written whitepaper will help:
In short, authoring and offering a well-written whitepaper is a great way to establish your startup’s expertise, drive website traffic and close more leads.
Writing a whitepaper takes a lot of hard work and dedication, but if you do it the right way, you can stand out as an expert in your field. Here are some guidelines to follow along the way: