White paper on marketing research

In the below example, we see icons paired with the text.

Free Marketing Research Library of White Papers, Magazines, Reports, and eBooks

While something this loud might not fly in your industry, you should still consider using more visuals in your white paper; they help the reader digest information, and they make the reading process less intimidating. White papers are the purest form of marketing content when it comes to providing buyers with a holistic, balanced perspective. As more modern types of content emerge, white papers will adapt.

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Avoid Dry Language The importance of tone and language cannot be understated. The SEO Scoop on Visuals Assets: Great white papers are rich in data, which makes for excellent visual content; marketers and buyers alike eat up visual content because it is easily shareable.

Continue Reading. You may also like In opposition to a technically, detail-oriented white paper, this form of white paper is often about presenting solutions to the boardroom of a company.

White Papers

The target group are decision-makers — i. The purpose of this kind of white paper is to influence decision making. In addition to convincing facts, you should also integrate visual material like relevant statistics into the text to create a more appealing flow. This kind of white paper is growing more and more popular.

How to Generate White Paper Topics

Strategic white papers also aim to change a status quo within a particular area, but have a different target group. Strategic white papers are addressed to larger groups such as parties and interest groups , politicians, or more general public bodies. In this form of the white papers, you can formulate your concerns extensively so that the addressees can get a comprehensive picture of the situation and your solution strategy.

The Complete Guide to Content Design: How to Quickly Impact Content Conversions

The boundaries between different forms of white papers are blurring more and more. There is an overlap particularly between technical and strategically oriented papers, since complex technical issues are often necessary to influence the strategy of a company in a lasting way. White papers are synonymous with expertise and quality. As the author of a convincing white paper, you can expect to be perceived as an expert in the relevant field, as you let the facts speak for themselves — this show trust in your product and makes you particularly credible.

White papers can be used in many ways : whether for specific surveys or PR communication — they should always be build on a factual basis. Relevant information from a white paper is often shared, which increases the level of name recognition for the author or the company. It is therefore advisable to draw up a white paper template for future projects after completing the first document. How do you write a white paper? The following section will outline what you need to consider when you create a white paper. The basic prerequisite is having done comprehensive research in order to obtain a well-founded overview of the topic.

If you are not already well-versed in the subject, invest time to read literature, journals and blogs as well as consulting an expert on the topic. While this can be expensive, it is essential in creating a convincing white paper. The preparation of appropriate content is important for the success of your white paper. If you want to convince experienced experts, then your content must be formulated and comprehensible down to the last technical detail.

If you are trying to convince a member of the management board then a shorter, more concise structure is recommended. As a starting point, all types of white paper deal with a specific problem that has a specific solution.

This also makes it possible to precisely address the needs of the addressees. It is important to conduct previous analysis in order to address these specifications. You should present the problem concisely and objectively. At the beginning, you can also refer to why you are qualified to solve or improve the actual situation — without drifting into advertising, of course. To substantiate the self-promotion, content from other studies, surveys, blog entries and testimonials are helpful. You should pay attention to the demonstrability of your content. All arguments must be based on facts which are correlated to a corresponding sources.

Form and writing style should correspond to the scientific guidelines of the particular subject area.


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A professional appearance is just as important to a white paper as well-prepared content. You should format the document in accordance with the corporate design of your company, and provide it in PDF format. Approximately 10 to 30 pages are recommended in length. As with any business writing, the audience is your first consideration.

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The white paper must be written with a target reader in mind. The audience may be long-time customers familiar with the industry or new prospective buyers who are entirely new to the field. Within these topics, look for ones that have not been fully investigated or the available information is out-of-date.

Types of white papers

The document should provide a complete investigation including external research and internal knowledge. White papers should identify and address a particular problem. The problem should be relevant and timely in your field. The document may focus on issues such as common dilemmas, new trends, changing techniques, industry comparison, etc. The white paper must have a proposed solution or recommendation to answer the problem. This solution is based on a thorough examination of the problem and potential solutions.

The selected topic must be comprehensively researched. Pull information from online references, industry resources, and internal documents. White papers are data-focused, so they should be supported by significant research. Of course, all resources must come from authoritative sites.


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  • In order to write a valuable document, all research materials must be from credible, reliable sources. Are there white papers covering your topic or area already? Read them to determine the knowledge gaps and the opportunities to build on existing content. This review will also ensure that your white paper is novel instead of redundant.

    It can be overwhelming to keep track of the many sources, ideas, and content involved in preparing a white paper. A helpful organizational tool is the mind-map. A mind-map allows the writer to catalog and connect the many different pieces into one visual overview. We suggest using the free tool FreeMind to organize your content. White papers generally follow a standard document format.

    The content order may seem similar to other business reports, but there is one major difference:. Many business communications, such as technical reports or proposals, place the main conclusion at the beginning of the document. This order responds to the desires of the reader and their preference in receiving the information.

    In a white paper, the content and research informs the reader and increases their understanding of the problem throughout the document. The major findings follow suit. And no matter the journey, the document must be easy to understand and include informative headings for easy navigation. A good title is essential.