White papers can be powerful tools, whether they're being used in marketing, general business, or technical venues.
What does a white paper do?
The priority of a white paper is to educate – to teach something. Therefore the structure of a white paper is to first present a problem, its background, and eventually a solution and how the solution works. White papers can be used to demonstrate thought leadership. In marketing, they can generate leads – although education, not selling, is the approach taken in a white paper.
Most white papers are distributed electronically, often available on intranets or websites. Optimum length for a white paper is between ten and 12 pages, but at the same time, it takes a good deal of time and research to produce a good white paper.
Studies have shown that freelance writers can produce white papers in half the time of staff writers. They charge significantly for their talent, but it is always worth it. (Source: White Paper Industry Report, 2nd edition, whitepapersource.com) Customline Wordware offers extensive experience writing white papers in a number of industries and marketing venues. When it's time for your company to produce a white paper, we can help. Ask us how!
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|Beyond the Elements of Style|