According to an article at Forbes.com 82% of B2B buyers used white papers to help them make buying decisions. The way I read the article, white papers appear to be the most impactful form of content marketing; followed by webinars, case studies, e-books, infographics, and finally blog posts.
Business blogging is all the rage right now, but could a content strategy of regular blog posts in conjunction with carefully created white papers be the best bet for your business?
I know from my actions I do a ton of research online before making a purchase. I pour through user reviews, blog articles, and social media topic discussions before ever committing to making even some of my simplest purchases.
What about when the stakes are even higher? Buyers in B2B situations face tough buying decisions all the time. These buying decisions often have more significant impacts than just simple household items. Poor choices on large expenditures could jeopardize jobs and lost revenue due to breakdowns or inefficiencies of the product design.
With so much riding on these decisions, buyers are doing more research before purchasing.
In steps the white paper. Think of a white paper as a piece of content created around your companies products and how they solve different buyer problems. The art of creating white papers is to rely less on sales writing tactics and more on giving the reader a solid foundation of information to aid him or her in the purchase decision. White papers do not heavily promote any brand but making it clear which product is the best solution, yours.
Let’s dig in and dissect what white papers are and how they can help you increase sales in your organization.
What is a white paper?
A white paper goes by many names like an e-book or special report. Essentially it is a longer form piece of content which not only solves a particular customers problem but puts a product or service as a clear front runner to solve that problem.
They are often loaded with not only information about the functionality of the product, but with statistics and ways companies can implement the product into their business.
How useful are white papers at improving sales?
According to a media consumption survey run by TechTarget, 91% considered white papers the second most effective form of content in the first stage of the buying decision.
In another report I found at Single Grain, the Content Marketing Institute says white papers are the most effective form of content marketing according to 62% of responders to their survey.
The effectiveness comes from how the writer presents the material. Buyers have become immune to sales pitches and blatant forms of advertising. A carefully created white paper avoids that by putting the solution to the customer’s problem first. The key is to present the businesses solution to be the best without being too ‘salesy.’ It’s essential to build trust within the article almost by becoming a fiduciary for the reader.
What part of the marketing funnel are white papers used?
I’ve seen white papers used in many places within a content marketing scheme. Some people use them as opt-in teasers to build a list. Others use them later in the process as a sales supplement. But, the focus of the intended use needs to be taken into consideration when the writer creates the document initially. Where and how the company uses the report is a critical part of how the writer writes the paper.
What type of companies need white papers?
Generally, white papers are used to sell complicated technology, coaching systems, or machinery. The higher the ticket price, the longer the sales process usually takes and the more information the customer will need to make a good buying decision.
Although, since most content marketing platforms are moving to longer and more detailed forms of content, I can see white papers or special reports moving into even lower priced sales funnels. The typical blog post today is around the 1,500-word structure. White papers could easily fit within that realm.
As marketing trends continue to shift some things, remain consistent, like the use of email and white papers. White paper marketing has been around before the internet and will be around long after the internet moves way into the future. Good solid content will always prevail in the marketing race for eyeballs.
If you would like to talk about how your company can benefit from the use of a white paper or special report, drop me an email at kev@kevinkatzenberg.com or message me on Linkedin. I love talking content marketing and creating white papers for businesses in need.