White papers are a popular form of content for B2B industries and delve into a particular topic with lengthy writing. The Content Marketing Institute found that 47% of B2B marketers use white papers, and Demand Gen found that 60% of B2B buyers engage with white papers when making purchasing decisions. Successfully publishing white papers can position your business as a thought leader, better educate buyers before and after the sale, generate more leads, and fuel other parts of your content marketing efforts.
Before you bring your white papers out into the world, here are ten things to know.1. Spend a lot of time on your headline No one is going to read your white paper with a poorly chosen title. You'll use the headline in everything from your landing page to employee data calls to action, so it needs to click with the audience. An ideal white paper title: Conveys the topic clearly and concisely. Sets expectations. Target the right reader. Responses “what do I gain? »Before publishing white papers, develop several titles that meet the above criteria.
Move any “dry” jargon and technical language to a subtitle. You can test your headlines through paid ads, A/B testing tools, and audience surveys.2. Set goals before publishing a white paper Where does your white paper fit into your organization's content marketing goals? It can fill many roles depending on whether it's written for the top, middle, or bottom of your funnel. Your calls to action and where you distribute your whitepaper will vary based on these goals, which may include: