Marketing, as we’ve discussed before, is not about a logo or a fun website. Marketing is about creating a positive image of your company and positioning your organization as a leader or an authority in the market. White papers can be extremely helpful tools in these efforts. When designed and distributed properly, well-written white papers have the potential to generate leads, drive sales, and inform potential customers. They are part of a comprehensive marketing package, and yet they’re often overlooked by small business owners.

What exactly IS a white paper?
A white paper is essentially an informative essay: a free resource that also serves as a soft selling tool. The best white papers are written, not about the companies who produce them, but about the real world problems those companies solve through their products and services. In fact, white papers generally don’t contain references to the companies that create them.

How do I create and distribute our white paper?
First, think about your company’s core competencies. What problems, needs, or situations does your company address through its products and services? What makes your particular methods better than other providers? This is the topic of your white paper.

Though a white paper is more about the work your company does and not about the company itself, it does still represent the company and bear its name. So it is important to involve professional copywriters and graphic designers, ideally people who have had a hand in other company marketing materials.

Work with these team members to discuss your goals for the white paper, and provide some examples for guidance. Be sure the white paper includes a statement about an actual problem your company addresses and a thorough explanation of the best methods for addressing this challenge. Remember, this should be about the issue, not the company. From a design perspective, the white paper should maintain the company’s corporate image through visual elements such as style and color use. The company logo should be used sparingly.

Once you have a professionally written and designed white paper, it’s time to distribute it. White papers should be available online, and only in PDF (this ensures consistent formatting after download). Consider adding a short contact form on your website, requiring a name and email address before visitors can access your white paper. This simple step will generate quality leads and conversions.

If you’re interested in creating a white paper for your company but just aren’t sure where to start, click on the “Connect” link above, and see what TribalVision can do for you!