White Papers: A Winning Content Strategy for B2B Public Relations

What is a white paper?

Well, the glib answer is a money-making B2B public relations tool for your company. The dictionary definition, while less catchy, is more precise. It’s an “authoritative report giving information or proposals on an issue.”

White papers can give your company a chance to showcase its product or services in an informative manner that documents the needs they fill.

In the complex world of B2B sales, you have to convince multiple decision makers at any one company to justify purchases from your firm. A white paper can offer supporting evidence as to why you are the best choice.

How do you write a white paper?

Producing a white paper involves comprehensive research into technical subjects. Then the technical subject matter has to be distilled into content that can understood by both experts and non-experts. It also has to prevent a convincing argument.

If the process sounds a little intimidating, it doesn’t have to be. The experts at Ripley PR have the writing and public relation skills to develop compelling and in-depth white papers while promoting them to the right audiences.  We can help your business develop a winning B2B public relations strategy.

How do you promote a white paper?

A recent study by the Content Marketing Institute showed that 65 percent of marketers use white papers as part of their B2B public relations strategy. Good content marketing makes the most use out of any product. Once a white paper is produced, it can be promoted through press releases. This not only draws attention to the document itself, but it can be used as a vehicle to garnering media attention for your company or invitations for your subject matter experts to speak at trade shows.

White papers can be used directly for lead generation. The content can be gated behind a lead capture page before it is downloaded. The capture page itself can feature a video summarizing the white paper, generating even more attention.

Afterward, white paper content can be repurposed for other uses including infographics, blog posts and social media content to boost your company’s internet presence. All these uses are components of a winning B2B public relations strategy.

Joel Davis, Senior Content Specialist

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