A recent survey found 76% of buyers are willing to part with personal information in exchange for white papers, the highest number for any content asset. It’s a testament to the staying power and perceived value of this tried-and-true marketing tactic.
No other piece of content delivers the same quality and quantity of information as white papers. They speak to a sophisticated, demanding audience that wants and needs well-researched content to guide their buying decision.
Which brings us to the first rule of creating white papers that people will read and trust: educate, don’t sell. Ditch the sales pitch, marketing lingo and F.U.D. in favour of credible data and an educated point of view.
You’ll also want to avoid producing white papers with nothing but thick blocks of text – they’re unappealing, intimidating and encourage skimming (at best). Skilled writers and designers can make long-form content inviting, engaging and even interactive.
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To learn how they do it, and more ways to create white papers that are worth readers’ time, check out 6 Ways to Create Readable, Relevant, Revitalized White Papers »
