Since the 90s, businesses have been using whitepapers as documents for marketing and sales purposes. These whitepapers contain long-form content created to promote products, services, and companies.
When it comes to digital marketing, the same logic applies. Whitepapers serve as a marketing tool for businesses. The difference is that you will publish your whitepapers online for content marketing or inbound marketing.
By presenting a wide range of valuable information in the form of whitepapers, you can generate leads, boost sales, and attract potential customers.
The Definition Of Whitepapers For Digital Marketing
Whitepapers (or white papers) are vital marketing tools for making your business stand out against your competitors. The purpose of creating whitepapers is to present a persuasive, authoritative, and in-depth report on relevant topics.
When creating a whitepaper for your digital marketing campaign, provide your audience with solutions to specific problems. Educate your readers by explaining a particular issue with helpful solutions at the end of your report.
Although whitepapers are marketing tools, you should not use them to pitch your products. You can use your products and services as examples, but avoid promoting them as much as possible.
In summary, the goal of creating whitepapers is to present topics based on factors, not persuade readers to buy your products. Other goals include:
- Educating readers
- Explaining newfound information
- Providing solutions to problems
- Making complex topics easily understandable
- Establishing authority
- Raising brand awareness
Some people might think that whitepapers are dead due to the rising importance of digital marketing. In reality, whitepapers are more relevant than ever. Even with eBooks and blogs, whitepapers still share a fair amount of relevance for digital marketing.
How To Make A Successful Whitepaper?
1. Optimise Your Content For Search Engines
They say SEO and content marketing work perfectly together. For the most part, it is true when it comes to creating content for whitepapers or eBooks. You have to make your content SEO-friendly to attract more readers and gain better web visibility.
Optimise your content through effective SEO services, and create SEO-friendly content that will appeal to both readers and search engines. Start by using relevant keywords in your titles, headlines, and texts. However, avoid stuffing your whitepaper with too many keywords, or else your search engine ranking will decrease.
Also, you can insert internal links into your whitepaper to redirect readers to parts of your website. Try creating embedded links by placing them over specific keywords. Readers can click on the keywords to visit the link and explore a different web page.
2. Repurpose Old Content
If you have a few blog posts or copywriting articles that contain useful information, you can repurpose their content for your whitepaper.
For example, when discussing a particular topic in your whitepaper, you can look for relevant blog posts and repurpose their content. That way, your old blog posts will still serve their purpose of providing useful information.
You can also follow this very same practice when writing blog posts. If you have published several whitepapers in the past, you can include any related information in your blog posts to repurpose old content.
3. Use Images
Your whitepapers will contain around 3,000 to 5,000 words. The word count seems like a whole lot of texts for one person to read, which means they might get bored reading through your whitepaper halfway. To add a few spaces between paragraphs, you can enhance your content by adding a few images.
Utilising images for your content is a simple yet brilliant way to improve your whitepaper’s SEO rankings. Remember to use relevant keywords in the filenames to enhance their online presence for search engines.
4. Write Conversationally
It takes a lot of practice and reading to become a skilled writer. Because of this, many business owners are afraid of blogging or writing whitepapers. However, there is no need to use fancy words or jargons. All you have to do is write in a friendly and conversational tone.
Whitepapers are supposed to be in-depth reports for everyday readers and customers. Write a whitepaper that readers can easily understand.
Focus on writing your whitepaper without worrying about any grammatical errors. You can worry about that after you finish writing your content. Avoid using intricate terms and slangs as much as possible.
Also, gather information from reputable sources only. Remember that you have to base your whitepapers on facts, so look for relevant information online and check if the references are credible and trustworthy.
Creating whitepapers can be time-consuming, so prepare ahead of time and gather credible information as early as possible. In the end, your hard work will be worth it. You can inform thousands of potential customers and earn their trust.
For more digital marketing tips, contact our SEO agency in Singapore at 6391-0930.