b2b content marketing white paper

B2B Content Marketing White Paper: How to Craft One that Converts

Thanks to today’s digital technology, there are more ways than ever before for B2B marketers to reach their audiences. But with all those options, choosing the best form for your content can be difficult.

One of the most valuable things to add to your content strategy is the B2B content marketing white paper.

Check out these 5 steps to crafting eye catching white papers that convert!

5 Step to Write a B2B Content Marketing White Paper that Works

Find a Topic & Write an Attention-Grabbing Title

When deciding on a topic for your white paper, it’s important to choose one that stays close to your overall marketing strategy. It’s critical that you focus on topics that fall within your area of expertise – this helps to build authority and prove that you and your organization are thought leaders in the given space.

What’s more, as with any form of content, it’s important to keep your target audience in mind, and create a white paper offering that addressed their key pain points.

After all, it you want their information, you’ll have to provide a solution to their current problem.

Once you’ve got your topic it’s time to consider a title. The title is the first thing your readers will see, and it serves as an important way to hook them from the start.

With that in mind, it’s important to avoid including industry buzzwords and jargon in your title. Instead, focus on being clear and concise so your readers know what to expect.

Outline, Write, and Edit Like Your Life Depends on It!

Once you’ve got a topic and title, it’s time to start writing.

White papers are generally long form and are designed to show off your knowledge in great detail. For that reason, it’s important to start with an outline of what will be included, and in what order. Without an outline to guide you it’s easy to start rambling and lose audience interest.

When creating an outline for your B2B white papers, pay attention to the following sections:

  • Table of Contents – Outline of the sections you will cover.
  • Introduction – A chance to explain why the topic is important for success in your industry.
  • Challenges – Focus on the most common challenges your audience experiences.
  • Solutions – How can these challenges be overcome? Provide a fix (this could be your products or services!)
  • Summary – Revisit the information you’ve covered and take your final opportunity to explain why the topic is important to the industry.

Dive deep into the details of whatever topic you choose. While you might be concerned about word count on a corporate blog post, a white paper is the place to show off your expertise in as many words as you need.

Build a Landing Page that Works

B2B white papers are designed to convert, but for that to happen, you need a conversion-optimized landing page. The idea is to have a page to serve as a gateway to the content your audience wants to consume.

As such, you’ll need to be sure to link back to the landing page as you promote and share your white paper on social media and other channels.

Balance is the name of the game when it comes to your white paper landing page. The key is to offer just enough information to pique their interest, while leaving them a reason to their contact information for access.

Your white paper landing page should include:

  • A short introduction to the topic
  • A few bullet points explaining what can be found within – think subheadings!
  • A call to action to provide their information in return for the full white paper.

For Lead Generation You’ve Got to Promote!

You’ve heard the old question: “If a tree falls in the forest and nobody is around to hear it, does it still make a sound?”

This idea holds true when it comes to your B2B white papers. You can create fantastic content, but without proper marketing planning and an effective promotional strategy, it will likely get lost among the trees.

Consider including tidbits of the white paper in social media posts to entice. Try an announcement in an email newsletter, or even a blog post that relates to the topic of your white paper. No matter what strategy you employ, be sure to send your readers to the landing page with an effective call to action.

Track Your Results

Of course, all this effort will be for nothing if you aren’t tracking leads or measuring the conversion performance of your white paper campaign. For this critical reason you must keep tracking in mind when you build your landing page. Decide on and establish event goal and event tracking parameters.

Final Thoughts for Decision Makers

Your existing pool of customers and prospects are always on the hunt for information that helps them achieve whatever it is they might be doing – with greater easy and efficiency.

B2B white papers are an ideal way to provide that information!

Looking to take a deeper dive into what it takes to write B2B white papers that convert? Book your free consultation with Asset Digital Communications’ president and founder, Mary-Jane Owen!