I write whitepapers for a dwelling. Due to my background in engineering, I sometimes deal with high-tech content material for complicated services and products, and I’ve come to find that even essentially the most complicated materials will be fleshed out in easy methods to supply high-quality whitepapers.
Listed below are my high 10 concepts that I share with shoppers to reap data earlier than writing extremely efficient whitepapers that interact their goal audiences.
10 Simple Methods to Get Whitepaper Content material
1. Weblog it first
You’ve got obtained concepts, however not a whole lot of time to put in writing a full paper. As a substitute, define the paper, then write a weblog publish for every chapter of the whitepaper. Deliver the posts collectively, and edit your approach to a paper.
For instance, chances are you’ll need to write a paper about six best-practices. Write a weblog publish for every best-practice, then add an intro and abstract to show it right into a full whitepaper. As a bonus, the weblog posts can hyperlink to the whitepaper as a name to motion.
2. Interview a thought chief
Earlier than your interview, give you questions—however occupied with them as sections of a whitepaper. Then document the interview and switch the transcript right into a whitepaper. For a meatier paper, interview Three-5 thought leaders on the identical subject, and embrace numerous pull quotes.
You doubtless have numerous thought leaders internally, as companions, and within the business; they’ve many alternative areas of experience—which implies a neverending effectively of content material.
Tip: In case your thought chief is a product marketer who by no means has sufficient time to put in writing, simply have them define (this is how).
Three. Write a webinar
It may possibly usually be a lot simpler to get a thought chief on a webinar or podcast than to be interviewed for a whitepaper. Then, take your highest-performing webinars or podcasts and switch them into whitepapers. If it is a webinar, you have already got graphics from the slide deck and nice content material from the transcript. In reality, you can also make this method a part of your common content material course of: Flip each webinar or podcast right into a whitepaper.
four. Sit down with Gross sales
Your gross sales reps or pre-sales specialists discipline numerous widespread questions from numerous prospects. Purchase your rep lunch and get the news on the commonest questions they obtain; you will discover you’ve a terrific early-sales-stage whitepaper.
5. Crew up with Product
Likelihood is you’ve product-focused workers—engineers, product managers, or product entrepreneurs—who discuss to clients about product. Plenty of instances they could be targeted on what is not working; hopefully, they’ve additionally heard their justifiable share about what’s: issues like the favourite options in your product or situations the place product saved the day. Seize these constructive interactions, and you will have a terrific paper on the highest options/advantages of your product.
6. Ballot your viewers
No, I am not speaking about asking for whitepaper concepts. As a substitute, work with the product staff to show a listing of product concepts from the product roadmap right into a approach to educate and work together with clients. Create a easy ballot for readers to rank concepts, and hyperlink to it in your paper. This implies you possibly can create an interactive whitepaper that educates prospects and clients on current options and discusses invaluable additions. You may ship the outcomes to subscribers as a terrific follow-up. It additionally will get product a prioritized roadmap. A complete win-win-win!
7. Contact Assist
An awesome paper for the gross sales cycle will be discovered by digging into Assist’s content material. Search for questions that have been about course of (similar to “How do I do that factor that may assist my enterprise?”) and have stable solutions that present you are able to do that factor together with your product at this time.
You may flip that Q&A right into a whitepaper that reveals off all of the cool and invaluable issues your product does. It’s extremely relatable in your prospects as a result of the content material comes from their friends.
eight. Dig into implementation
Most thought-about purchases have an implementation staff that works with clients to assist perceive and set up your product. Discover out what the commonest questions and points are at implementation, and you may flip these into a terrific late-sales-stage asset to assist prospects overcome their implementation fears.
9. Get serviced
Should you’ve obtained a providers part to your small business, there’s an ample quantity of nice content material ready to be harvested. Search for providers case research, real-life examples of how your product was used to resolve an issue, widespread points that shoppers are going through, and so forth. Many providers organizations create stories on their shopper engagements, so that you might be able to dig out what you want with out attempting to beg time from billable workers.
10. Attend a convention
Or, higher but, ship a brilliant buyer to a convention, and ask them to cowl it for you. They will be thrilled you paid their approach, and you will get extra genuine, peer-written content material. Have them write a weblog publish about every key session, after which deliver the posts collectively for a whitepaper. And, in fact, the blogs can promote the total paper.
Look to the Gig Economic system to Assist You Produce Your Whitepapers
Should you implement even just a few of those concepts, you will doubtless have extra content material than your inside assets can deal with. That is the place the gig economic system will help.
In keeping with the Bureau of Labor Statistics, 43% of Individuals might be gig workers by 2020. As extra entrepreneurs be part of the freelance world, you will want to start out embracing methods to make the most of this necessary kind of promoting worker.
The entire 10 concepts on this article consult with initiatives that may contain a contract author. You are delivering all of them the content material; they simply want to make use of their mad abilities to show it right into a whitepaper. And with the caliber of product advertising and marketing writers within the gig economic system, you will get nice outcomes quicker and for much less cash than utilizing your inside product entrepreneurs.