white out the competition

By nature, whitepapers provide fact-based solutions to consumers’ sometimes-complex problems. These whitepapers encourage consumers to purchase your company’s products or services because, according to the facts in the whitepaper, these products and services are the solution being sought. If written effectively, these whitepapers can become an integral component of your company’s content marketing strategy.

be the solution

To develop whitepapers that effectively find a solution based on your company’s products or services, follow these three easy to remember tips:

  1. Find balance. Whitepapers, by nature, vary in length dependent upon the problem and solution set it is exemplifying. Although this is true, it is important to find a balance between a whitepaper that is too long and a whitepaper that is too short. Brief whitepapers may lack necessary information and long whitepapers may cause readers to lose focus; therefore, it is important to adopt a length that contains all of the information needed to facilitate reader’s decisions while keeping them focused throughout.
  2. Write to your target audience. Each reader turns to whitepapers to find a solution to a problem. Readers are more likely to take action as a result of information that is geared toward fulfilling their particular wants and needs. By developing multiple whitepapers that are each targeted to a specific audience is more effective then addressing all audiences on the same whitepaper.
  3. Stick with the facts. Back up your whitepapers with facts rather than strong opinions. Most business and technical audiences do not respond positively to strong opinions that are unsupported with facts. Providing facts and statistics gathered by your company or from a third party can help reinforce the underlying message of the whitepaper and allow readers to develop their own opinion and conclusion.

By following these three tips, your company’s whitepapers can capture consumers’ attention and encourage them to purchase your products are services as means to finding the perfect solution.

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Introducing the esd Media Library

At esd, we write white papers on a broad variety of digital media topics, from lead nurturing and email marketing to search engine optimization and B2B buyer personas. Consult our media library for in-depth answers to all your digital media questions.