Summarize the main points in case the reader does not read the entire document. Background information or explanation of problem: Before providing solutions or proposals, the background information, facts, or problem s must be clearly defined.
Define the problems from the reader's perspective. Solution s Remember, this is an opportunity to speak directly to your audience and recommend something they need. Advertisement if any If written for commercial purpose, corporations may include a product advertisement in order to sell a specific product's attributes. Only advertise after providing the facts and detailing the need for solutions. Conclusion Convince and summarize in order to enhance the reader's understanding of the main points and proposal.
References if any Images: Consider creating and adding helpful images such as tables , graphs, and infographics to capture the reader's attention and assist visual learners.
Yours may look quite different depending upon the purpose of your white paper. FAQ Actions. Was this helpful? Yes 2 No 3.
Select personalised ads. Apply market research to generate audience insights. Measure content performance. Develop and improve products. List of Partners vendors. Your Money. Personal Finance. Your Practice. Popular Courses. Trading Trading Strategies. What Is a White Paper?
Key Takeaways The purpose of a white paper is to promote a certain product, service, technology, or methodology, and to influence current and prospective customers' or investors' decisions. In general, white papers are at least 2, words in length and are typically written in an academic style.
White papers may also be technical documents elaborating on a new invention or product offering. Compare Accounts. The offers that appear in this table are from partnerships from which Investopedia receives compensation. This compensation may impact how and where listings appear. Investopedia does not include all offers available in the marketplace. Discover the pros and cons of SaaS.
Marketing Plan A marketing plan is an operational document that demonstrates how an organization is planning to use advertising and outreach to target a specific market.
Digital Money Definition Digital money or digital currency is any type of payment that exists purely in electronic form and is accounted for and transferred using computers. Bold fonts and color schemes are in. Of course, all that might change tomorrow. But still, a great way to get inspiration when you're just starting is to take a look at what design trends are currently popular.
U2's frontman, Bono, sings "every artist is a cannibal, every poet is a thief. Good designers are always drawing inspiration from other designers. The best way to create a successful design is to spend a lot of time looking at what others are doing successfully. Use Evernote , or a bookmarking service to save white papers and other exceptional designs that you encounter for future reference.
Dribbble and Behance are two networks where great designers share their latest work. While trends may inspire you, it's more important to align your design with your audience and your subject matter. Your design should support and strengthen your topic. The colors and typography should be consistent with what you're writing about, the tone you've chosen, and the audience you've defined. Writing a white paper for a funeral parlor? Hot-pink headlines might be a bad choice. Taking color psychology into account can help you achieve the look and feel you're after.
A big part of the battle is knowing the search terms that will get you the knowledge you need. Luckily, good primers on basic graphic design are abundant.
After doing a bit of reading, start creating. This is the best way to improve and create well designed white papers. At Foleon, we pride ourselves on providing a tool that makes creating responsive digital white papers easy, even for those with no prior graphic design experience. Choosing a tool like this, which takes the guesswork out of design, will shorten the time it takes for you to produce great white papers.
There is a vast ecosystem of tools out there, each of which is geared toward a different purpose and skillset. The right one will enable you as both a designer and a writer. See how you can scale engaging content creation. For most companies, lead generation and growing lists of contacts for the sales and marketing teams are important activities.
Attracting visitors to your site and offering them something of value in exchange for their contact information is a proven method for filling the top of your funnel.
But for this type of inbound marketing to work, two things are needed: exceptional content that visitors are eager to acquire, and a method for gating or walling off that content behind a form. Many brands skip the first part and move straight to the second. They quickly produce something mediocre and put it behind a form. The quality of your gated content serves as an indicator of the quality of your brand will affect your ability to turn prospects into customers down the road.
So how do white papers fit into lead generation efforts? They may act either as lead generation tools themselves or can be used to direct readers to other parts of a website that captures lead information. Walling expert content off behind a form designed to capture personal details is one of the most common techniques for generating leads.
Gated content is any content that a reader cannot access until after they input some personal information, such as their name and email address. White papers and eBooks are two of the most common types of content used for this purpose. Typically, a company will create a landing page that includes a description — and perhaps a preview — of what information readers can expect to find inside.
The landing page will include a form for visitors to enter their personal information and thus gain access. After entering the required information, visitors are either presented with a download button or receive the gated content in their inbox.
While gating your best content is great for lead generation, there are some drawbacks as well. Walling off your white paper will mean it gets read by fewer people as not everyone is willing to give away their contact details. An open-access white paper will be read by a wider audience.
Gating it behind a form, however, will prevent search engines from indexing it. If the latter is more important, then gating is a great option. This can give you the best of both worlds by allowing your white paper to reach a wider audience while still retaining the ability to generate leads.
Semi-gating gives readers a taste of your white paper without requiring them to give up any info. You can, for example, make the first few pages of your white paper open access, and then make visitors fill in a form to read more. This works well because digital content is so abundant and brands must offer more for free or risk visitors turning elsewhere. Allow your white paper to reach a wider audience while still retaining the ability to generate leads.
Offering more content for free also builds trust and brand loyalty among your readers. Semi-gating can help reach a wider audience, build trust and loyalty, increase lead quality, and still help you capture the contact information you need.
Friction is anything that causes the sales process to slow down. It can be caused by a multitude of things including poor design, confusing navigation, subpar copy, too many form fields, and more. Your ability to generate leads with a gated white paper will largely depend on how much friction is involved. Asking for more information than you really need is one common and unnecessary source of friction that can lead to losing potential readers.
The entire field of conversion rate optimization is geared toward removing friction — or making user interactions easier. CRO specialists make forms simpler, navigation more intuitive, and design CTAs that are more likely to be clicked. Optimizing your landing page for conversions is a vital part of any lead generation campaign. But the reality is, asking for personal information will always be an obstacle for a large number of people.
So the key here is to make the process easy and noninvasive as possible. An excellent way to do this is by using social login to gate your white paper instead of a traditional form. This allows visitors to access your white paper with just one click.
Not only does this dramatically reduce friction, but it also gives you more information about your leads. Create white papers and eBooks that integrate with your favorite CRM or marketing automation platform. Get started. So, after following the tips in this guide, you create an engaging, informative white paper that inspires readers to take action and deepen their relationship with your company. Only, the traffic never comes… Where did you go wrong?
You didn't think about your white paper distribution strategy. To get eyes on your white paper, you need to be smart not only about writing and design but distribution as well. Distribution is all about identifying traction channels where your ideal customers consume content and making your white paper highly visible on those channels. Depending on the audience you defined in the beginning, some will be more relevant for you than others. People from all walks of life, and from all over the world, are on Facebook, Twitter, and LinkedIn.
Ensuring that you share your content regularly on these platforms will give you a solid base of promotion on which to build. But it's not enough to simply write a post and tweet it into the void. Try to find communities like Facebook and LinkedIn groups where your target audience is likely to congregate. Search for relevant hashtags on Twitter and Instagram. Find subreddits relevant to your industry. These days, influencers — people with large, engaged followings on social media and email — are better equipped to amplify your content than traditional journalists.
They play a growing role in shaping public opinion and even in setting business trends. Shares from an influencer can even help you land spots in major publications the way press releases used to. Social media is the best place to find influencers in your vertical. When you investigate the best communities in which to promote your white paper, look for the content that people are already referencing and sharing.
These are the people whose voices can amplify your brand. Start by interacting with them. Begin a conversation, comment on their pieces with regularity, and give them feedback on their work. There are great tools, like Voila Norbert and ContactOut , to help you quickly track down email addresses. After building enough rapport, try offering to collaborate on future white papers or other types of content.
This process can take some time because your goal here is to build a relationship. Eventually, you can ask an influencer to share your white paper. You might even consider quoting them in the white paper itself — anything that gives them an incentive to share your work is helpful.
Pro tip: Try to find an expert in your white paper related subject and interview them. It will add value to your white paper and you'll increase the chance that the expert shares your content with his or her extensive network.
Email distribution has stood the test of time in this regard. It provides greater ROI than social , and it shows no signs of weakening.
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