Gain More B2B Leads by Publishing Informative White Papers

White papers are often seen as an old-fashioned tactic that businesses rarely consider these days. But that couldn’t be farther from the truth. White papers, when written to be informative rather than like a sales pitch, can be one of the best lead-generation tools for your B2B firm.

There is no typical white paper, and they can range in length from one page to 100 pages, but generally no more than 10 pages. Used as a lead generation tool, white papers inform readers about a topic that people are interested in. Some white papers launch a new product, discuss industry trends or delve into a problem that the company was able to solve.

White papers can be very technical or more conversational in nature, but to generate quality leads over quantity, it pays to work with a B2B public relations agency that is experienced in writing and promoting white papers. White papers help with lead generation in several ways:

  • White papers can answer customer questions in a downloadable format. Find out from your phone staff, customer relations and sales teams what areas customers want to know about and write your white paper to address those issues.
  • White papers can be used to promote a new product or service without selling using the interview technique. Have a staff person interview a company expert about a product or service, with a call to action at various places within the white paper. Interviews are a less promotional way to showcase a product or service.
  • White papers are a great vehicle to prove your B2B company’s claims. If you have a unique product or service, use a white paper to give credence to your company’s promotional materials or statements. White papers can include testimonials and examples to prove your point.

The most effective white papers include relevant search terms, simple calls to action and an easy and short form to download the paper. To be sure your white papers are professional and effective, partner with a B2B public relations agency like Ripley PR. Our knowledgeable staff are white paper experts and can help your business create white papers that increase your downloads and leads. Call us at (865) 977-1973 to speak with a B2B specialist today.

Heather Ripley, Founder/CEO

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