6 Ways to Draft a Perfect White Paper
Detailed information, leading to some conclusion.
If you had a business in previous days, you probably ended up needing specific documents, as a necessity by the government authorities.
With time and the digital age progression, these physical documents transformed into a digital form.
Other than a requirement, businesses started leveraging white papers to spread their business awareness.
This all-important, multi-purposed document we’re talking about is the white paper.
You must be wondering, “What is the difference between a white paper and any other promotional content that businesses publish?”
One of the major differences you will observe in a white paper is the amount of data and analytics they contain.
Unlike other content sources where you have the liberty to tell stories creatively, white papers are devoid of that creativeness.
But that doesn’t mean they lack in authenticity. In fact, that’s the main feature underlining why it’s crucial to craft a perfectly-drafted white paper.
You’ll have to produce solid sources and stats to back up your content. This means using specific tools like descriptive graphs, charts, tables, etc., to come up with an effective white paper.
With the growth of content marketing techniques, people have started using white papers for marketing purposes.
You probably would be thinking, “With all these analytics, how will people find it interesting to read?”
Well, we’ve assembled 6 ways how to make your white paper more appealing and attract the audience’s attention.
Let’s jump right into it and discuss ways to enhance the elegance of your white paper.
Have Audience Awareness:
Know Who You’re Writing For.
If you don’t know who will read your work, you’re just shooting blind.
What’s the use of putting in so much effort?
Before starting, you should have a clear idea of whom you’re writing for.
This makes sure you structure your content according to their expectations. It avoids the chances of using jargon.
Remember, you’re not writing to sell your services. If you just keep using the sales pitch, it can get annoying for the reader.
You need to tell the reader how your service will benefit and give them the solution they’re seeking. To achieve this purpose, you need to study your audience well.
Do Your Research:
Know What You’re Talking About.
Sometimes, one sentence can be more impactful than a paragraph.
Why is that? Because one carefully-crafted sentence can transfer such value to your reader that even a 15-page long crappy-written white paper can’t.
So, before writing a white paper, perform a thorough research on your topic. If you’re not clear about what you’re writing, you’re just filling the spaces.
Doing your own research will allow you to build value in the eyes of your reader.
But how can you show your research?
Of course, this won’t be the first time someone is writing what you are.
For your content to stand out, present unique facts and stats to back up your content.
This can make your white paper different from the everyday read of your audience, giving them a pleasant experience.
Transparency of Data:
Don’t Be Doubtful.
What’s a likely reason for your audience to choose another source for reading?
The answer is ‘when your audience isn’t sure about the information being fully accurate.’
Compared to other content, the distinct feature of a white paper is that it’s technical and fact-driven.
If you start writing stuff without justifying your content, what’s the difference?
Give your viewers value by referencing reliable resources, letting them know the origin of your data.
Apart from giving value to the viewer, other industry leaders will also be interested in your stats. These leaders will most likely use your finding in their own content.
What good will it do?
- Increase audience– When someone references your content, people would be curious to know the source.
- Add authenticity– People would get the feeling that if someone is using this data, it’s trustworthy.
Show Graphical illustrations:
Be More Presentable.
Text, text, and more text. That’s the general perception of a white paper, which isn’t strictly false.
Knowing this, how can you improve the reader experience?
By giving them different type of content to look at.
If you’re presenting some research, show it with graphical representations.
You may influence your viewer to change their minds if they’re about to close your white paper.
Graphics can also make your white paper set apart, as it makes your data more understandable.
Let’s face it, not everyone is good at math.
Your reader will not be sitting and work on decoding your data. That what schools and colleges are for.
Draft Multiple Times:
Edits To Perfection.
Do you think you’re done with your white paper after writing the final word of the document?
Well, think again.
Your white paper requires multiple rechecks for improvements.
These improvement areas can be:
- Jargon and Slang
You would want to ensure that you find these errors before your reader, wouldn’t you?
In order to do that and make sure your reader gets the best copy, you need to do 3 things:
Revise, Revise, and Revise.
And if you’re still not satisfied, follow the first step again.
It’s natural for the human eye to overlook error when thay are reading.
Did you notice something wrong?
Yes, we wrote ‘thay’, instead of ‘they.’
Some of you might’ve picked it up, while others wouldn’t have.
That’s why it’s a good practice to evaluate your white paper multiple times before publishing.
Get Their Attention.
You might not be aware of search engine optimization, but you would know the idea of keywords.
Usually, keywords are used to rank your content as part of the SEO process.
Having said that, in a white paper, keywords have another impact.
When readers go through the white paper and see words that interest them, they would want to continue reading.
That’s just how human vision works.
You might be reading one thing, but your peripheral vision will scan almost the whole document.
To ensure you use the right words, we go back to our first point, have audience awareness.
You’ll structure your vocabulary and examples will be according to your potential audience.
In case you fail to recognize your audience, you’re writing an already failed white paper.
Have a Responsive Design:
Make It User Friendly
Bounding your audience and giving them limited choices isn’t a good approach.
You might’ve written an exceptional white paper but published it platform-specific.
Your audience can use an android phone, tablet, iPhone, computer, or any device.
If the device they’re viewing doesn’t give them the proper user experience, why do you expect them to read your white paper in the first place?
The answer is ‘they likely won’t.’
You shouldn’t be expecting them to zoom, go through a hassle to read your white paper.
You can remedy this by giving them the same pleasant user experience across platforms.
So, how can you make that happen?
For that, you need expert website developers. Are you looking for these types of professionals?
If you are, look no further. At Marketairre, we have experienced web solution providers to take up your next web development project.
Which includes providing a responsive design for your white paper.
Summing It Up:
Having a solid white paper sets you apart from your competition. It establishes your position in the market as a strong business in the industry.
You show that you are an expert at what you’re offering. You also tell your audience that you understand their needs.
Now that you’ve earned your future client’s satisfaction client with your white paper, you’ve improved your chances of having a fruitful business relationship.