White papers are powerhouses in the B2B marketing world. They're your chance to show off your expertise, offer valuable insights, and guide potential customers through tricky decisions. When done right, white papers can supercharge your lead generation and establish your company as an industry leader – which is likely why 59% of B2B marketers used them in marketing campaigns last year.1
Let's dive into what makes a white paper so effective for B2B marketers and explore seven best practices that'll help you create white papers that not only inform – but also convert.
What Is a White Paper?
White papers are in-depth, authoritative pieces that showcase your brand's authority on a topic and position you as an industry expert. While a white paper typically presents a problem your target audience faces and serves up a solution, it's more than just a long-form blog with a fancy name.
According to the Content Marketing Institute research for 2024, white papers are among the top three most effective types of B2B content marketing collateral.1 When written well, a white paper can help your business:
Establish Thought Leadership
White papers position your brand as a thought leader in your industry by offering unique insights and solutions to pressing challenges. By tackling complex issues with well-researched information, you demonstrate your deep knowledge of the industry and your ability to guide clients through difficult decisions.
Showcase Authority
Through white papers, you can highlight what makes your company special. Maybe it's your unique consulting approach or cutting-edge tech services. Whatever it is, a white paper can help your brand stand out from the competition and build credibility with potential clients.
Attract Quality Leads
By offering valuable, detailed information, white papers attract prospects who are actively looking for solutions. These folks are often further along in the buying process, making them prime candidates for conversion.
Collab With Partners
White papers provide opportunities to team up with other industry thought leaders. Combine your expertise to create even more valuable content, expand your reach, and strengthen key relationships.
Share Research Findings
If your company conducts original research, white papers are the perfect stage to present your findings. It's your chance to contribute to your industry's knowledge base and position your company as a forward-thinking market leader.
Types of White Papers
Choosing the right type of white paper is essential for effectively communicating your message and hitting your marketing goals. Common types of white papers include:
Product Backgrounder
Product backgrounders focus on the technical features and benefits of a specific product or service. These are perfect for when you're launching a new offering or need to explain a complex solution in the telecom, IT, or cloud space.
Numbered Lists or Listicles
Think "Top 5" or "7 Ways" articles. These white papers present information in an easily digestible format, making them great for summarizing best practices, industry trends, or solutions to common challenges.
Technical White Paper
Aimed at a tech-savvy audience, technical white papers explore the mechanics of a particular technology or solution. If you need to explain complex systems or show why your solution is better than alternatives, this is your go-to format.
Problem-Solution
This format identifies a significant problem industry professionals face and presents your company's unique solution. It's particularly effective for addressing pain points, establishing thought leadership, and showing how your services can tackle specific challenges in the B2B tech landscape.
White Paper Formatting: A Quick Guide
While the specific format of your white paper may vary depending on the type you choose, most should include these key sections:
- Executive Summary: This is the TL;DR of your white paper. It's a quick overview that lets business executives grasp the main points without reading the whole thing.
- Introduction: Here's where you set the stage. Introduce the problem or topic your white paper addresses, and get your readers interested in what you have to say.
- Research and Analysis: This is the core of your white paper. Present your in-depth research, data, and analysis that back up your arguments and show off your expertise.
- Proposed Solution: Based on your analysis, outline your recommended solution or approach. Explain how it addresses the problem you introduced earlier.
- Conclusion: Wrap it up by summarizing your key points and reinforcing the value of your solution. Leave readers with a clear understanding of your message and a compelling reason to take action.
Pro tip: Before you start writing, create a content outline. This blueprint will guide your progress, ensure you cover all the important points, and keep your white paper flowing logically from start to finish.
7 White Paper Best Practices for B2B Marketers
So, how can you make sure your white paper really captivates your target audience? Here are seven best practices to help B2B content marketers create white papers that inform and drive results:
#1: Craft a Compelling Title
Your title is the first thing potential readers see, so make it count! Use clear, benefit-driven language that speaks directly to your audience's needs. For example, "5 Network Security Technologies Every CIO Should Know" is more compelling than a generic "Network Security White Paper."
Think about what keeps your intended audience up at night. What challenges are they facing? What goals are they trying to achieve? Use your title to capture your reader's attention and show that your white paper has the answers they're looking for.
Keep in mind that a great title isn't about being clever – it's about being clear and relevant. Avoid industry jargon or overly complex language. Instead, focus on communicating the value your white paper offers in a way that resonates with your target audience.
#2: Structure With Lead Generation in Mind
Structure your white paper to naturally guide readers towards taking action. Start by addressing industry-wide challenges, then gradually narrow down to specific solutions, ultimately positioning your offerings as the ideal answer. This approach not only helps qualify leads but also moves them further down the sales funnel.
Don't forget to include clear sections and subheadings throughout your white paper. This makes it easier for readers to navigate and find the information most relevant to them. It also allows you to naturally guide readers to your call to action (CTA) at the end of the document.
#3: Set the Right Tone in Your Executive Summary
Think of this section as your elevator pitch. It should be concise, compelling, and set the stage for the rest of your document. Use clear, confident language that conveys expertise without coming across as stuffy or unapproachable. You're not just summarizing information; you're selling the idea that your entire white paper is worth reading.
Some tips to help you nail this section:
- Start with a hook that grabs attention and clearly states the problem or opportunity your white paper aims to address.
- Use present tense and active voice to create a sense of immediacy. For example, instead of "This white paper will discuss..." try "This white paper reveals..." or "Discover how..."
- Don't shy away from using "you" and "your." This directly addresses the reader and helps them see how the information in your white paper applies to their situation. However, be careful not to overdo it – the focus should still be on the insights and solutions you're presenting.
Remember, even though you're writing about technical topics, there are real people reading your white paper. Use language that's accessible to your target audience. If you need to use industry-specific terms, make sure to briefly explain them. The goal is to intrigue and inform, not to confuse or alienate potential readers.
#4: Present Credible Facts and Evidence
Back up your claims with solid data, statistics, and case studies. You can use a mix of market research, your own company's data, and real-world examples to build a compelling case.
When presenting data, don't just throw numbers at your readers. Explain what the data means and why it matters. Use visuals like charts or infographics to make complex information more digestible and memorable.
Another effective option is to include case studies or success stories that demonstrate how your solutions have worked in real-world scenarios. This not only adds credibility to your arguments but also helps readers envision how your offerings could benefit their own organizations.
#5: Write a Conclusion That Speaks to Your Reader
The conclusion is your last chance to drive your message home. Use this space to reinforce the key takeaways, emphasize your value proposition, and inspire action. Remind readers of the challenges they face and how your insights can help them overcome these obstacles.
While you should summarize the main points of your white paper, do it in a way that frames them in terms of benefits to the reader. End with a forward-looking statement that encourages readers to consider how they can apply what they've learned.
#6: Don't Forget the CTA
Every white paper should include a clear call to action to help generate leads. Whether it invites readers to schedule a demo, download additional resources, or contact your sales team, your CTA should guide them on what to do next.
Make your CTA prominent and compelling, tying it directly to the value you've presented in the white paper. Be sure to use action-oriented language to create a sense of urgency or excitement.
Consider offering multiple CTAs throughout your white paper, not just at the end. This could include links to related resources, invitations to webinars, or options to connect with your team for more information on specific topics covered in the document.
#7: Captivate With a Modern Design
When it comes to intriguing prospects with a white paper, looks matter. Use a clean, professional layout with ample white space and bullet points to make your content easy on the eyes.
Incorporate relevant graphics, charts, and infographics to break up text and illustrate key points. These visual elements not only make your white paper more engaging but also help reinforce important concepts and data.
Other design features to keep in mind include:
- Consistent Branding: Use your company's color palette, fonts, and logo throughout.
- Clear Hierarchy: Use headings, subheadings, and varied font sizes to guide readers.
- High-Quality Visuals: Use professional images, icons, and graphics that add value.
- Readable Fonts: Choose legible typefaces for headings and body text.
- Interactive Elements: For digital versions, include a clickable table of contents and hyperlinks.
- Mobile Optimization: Ensure your design looks good on mobile devices and various screen sizes.
A good design isn't just about making your white paper look pretty; it's about enhancing the reader's experience and making your content more accessible. A well-designed white paper can be the difference between a prospect skimming and then discarding your content or taking the next step in the buyer's journey.
When Is the Right Time To Use a White Paper?
Timing is everything in marketing, and white papers are no exception. Think of white papers as your secret weapon in the later stages of the buyer's journey.
A typical buyer's journey has six stages: awareness, interest, consideration, intent, evaluation, and purchase. White papers are the star of stage four. By the intent stage, your prospect has heard of your brand, is considering your offering, and just needs a final piece of persuasive content to trigger action.
In most cases, when someone's ready to download your white paper, they're not just browsing. They're invested enough to hand over their contact details, so make sure your white paper delivers on its promise.
What Should Your White Paper Cover?
When writing your white paper, consider it your chance to tackle a common industry headache and back it up with solid research. It's your opportunity to show off your problem-solving chops and position your company as a market expert.
Let's say you're in the cloud security space. One issue businesses face right now is securing multi-cloud environments. A 2023 survey by Oracle found that 98% of enterprises plan to use at least two cloud infrastructure providers, and 31% are using four or more.2 This shift is creating a security nightmare for many organizations.
Your white paper could dive into this challenge, exploring the complexities of managing security across multiple cloud platforms. You might discuss the increasing attack surface, the difficulty of maintaining consistent policies, and the skills gap in cloud security expertise.
While you're laying out this problem, resist the urge to turn your white paper into a sales pitch. Instead, focus your white paper's content on providing valuable insights and actionable advice. For example, you could outline best practices for securing multi-cloud environments, discuss emerging technologies, and offer strategies for building a cloud-aware security team. By providing this kind of valuable, non-promotional information, you're subtly demonstrating your expertise and positioning your company as a trusted advisor.
Only after you've thoroughly explored the problem and offered general solutions should you briefly mention how your specific offerings can help. The goal is to leave readers thinking, "Wow, these folks really know their stuff. Maybe we should talk to them."
Should You Use Gated White Papers?
Gating your white papers – asking users to provide contact information before they can download – can be a smart move for lead generation. It's like hosting an exclusive party where the price of admission is an email address.
This approach lets you capture valuable lead data for follow-up and nurturing. It's also a great way to qualify leads. After all, if someone is willing to hand over their info, they're probably pretty interested in what you have to say. Plus, you can measure how effective your marketing white paper is by tracking those download metrics.
But before you start gating everything, consider leveraging a mix of gated and ungated content. Think of it as a "try before you buy" approach. Offer some freely accessible content to give people a taste of your expertise and improve your SEO. Then, use gated content for your more in-depth, high-value pieces.
Level Up Your White Papers With Mojenta
White papers are still a big deal in B2B marketing. By following these best practices and tailoring your approach to your specific audience and goals, you can create white papers that not only showcase your expertise but also drive real business results.
But let's face it – writing long-form content like white papers takes time, expertise, and a deep understanding of the B2B tech landscape. That's where Mojenta comes in. We're your dedicated partners in the telecom, IT, and cloud industries, with over 14 years of experience serving more than 300 clients.
Our marketing experts don't just write content. We help you plot your buyer's journey, identify content gaps, and develop irresistible content that will help them find you, trust you, and want to buy from you. Ready to convert more leads with stellar marketing content? Book a consult with Mojenta today.
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