Whitepapers differ from blogs in that blogs are usually employed as a way to keep people updated on your business and your ideas. While blog posts are short by nature, whitepapers have no such constraints. Whitepapers are downloadable documents built specifically for fulfilling a need, usually centered on informing readers about a complex topic. They are often written in a more serious tone than blog posts, and run about ten pages in length on average.

In addition to providing prospects with valuable information, whitepapers aren’t just given away for free on your part. Typically, whitepapers are offered on landing pages connected to your website, in exchange for the prospect filling out a brief form with contact information.

When you deliver an effective whitepaper, your prospects gets valuable, deep-dive content without paying a monetary fee, and you get the data you need to turn that prospect into a qualified lead. The quality of your whitepapers reflects the quality of your Calgary business, and the trust you build will make a big difference when it’s time to convert.

Simple Steps for Creating Great Whitepapers

A good place to start for your first eGuide or whitepaper is to take stock of the most frequently asked questions your sales staff receives. By compiling a report that covers the gamut of queries, you help your potential client understand what you offer, and provide a resource for your staff to refer to as well. The aren’t many restrictions for choosing whitepaper topics, other than to make sure that the subject has enough meat to fill enough pages.

• Every business has the potential to generate quality eGuides and whitepapers. There is no limit to what you can come up with by using your imagination…and your sales team!
• Select topics that allow you to show your industry expertise, and meet the needs of your readers. For example, a Calgary company that designs custom homes might develop a detailed whitepaper on the home-building and financing process. Then someone who is interested in building a custom home would fill out a short form on their website in order to access the document.
• While you can choose from a wide range of topics, your whitepapers should always accomplish a few primary goals. You want to offer valuable information, fill a need, build trust with the reader, and demonstrate your expertise in your industry.
• The more serious tone of whitepapers doesn’t mean you have to do away with images and other visual features. Including relevant images and charts such as infographics breaks up text to keep readers from being overwhelmed, and allows you to highlight key points from a different perspective.
• The writing itself should be straightforward and professional, but it doesn’t have to be boring. You’re simply looking to draw readers in with a more thorough approach than you might take in the less formal atmosphere of your blog.
• A whitepaper with solid research and documentation about your product or industry that answers common questions signifies that you understand your customer and are confident in what you are selling.
• Whitepapers should not be rushed. Developing an insightful, deep look at a topic takes time, and putting in the required effort will lead to much better results. Remember, these documents will play an important role in convincing the reader to buy from your business.
• A great whitepaper should offer substantial information, be presented coherently, and use images and artwork to get the point across. Ensure the correct data is presented, and update your whitepapers as necessary when new data emerges.

Whitepapers play an important role in your inbound marketing funnel for your Calgary business, and will make a positive difference in conversion rates on your website. Emphasize Design offers professional whitepapers as part of our inbound marketing plans, and we have the expertise you need for a stress-free content development process.

In addition to creating whitepapers, we know how to develop internet marketing materials that lead people to your landing pages, and landing pages that lead prospects to your offer, so that your Calgary business always gets maximum online visibility.