One of the best ways to show a company’s expertise in their industry is by authoring and publishing white papers. White papers are informative reports examining relevant industry issues, and often offering guidance on a solution. As a marketing tool they are extremely effective for both content marketing as well as to demonstrate expertise to prospective clients/customers.
Using White Papers to Support Sales & Marketing Efforts
Once reserved for highly competitive technical fields like medicine and finance, white papers are becoming powerful tools for nearly any company in any industry. Communicating the “how it works” message makes for a compelling, interesting, and useful read for consumers and potential clients looking to make an educated decision in what is often a confusing marketplace. More importantly, a white paper can be the catalyst for new sales or relationships. How?
- The neutral tone of a white paper “breaks through” marketing and advertising clutter
- Straightforward, fact-based messaging creates a strong market position for your product or service
- White papers provide clients and customers with the evidence for “why this company?” or “why this brand?” and makes the decision their own idea
And while those reasons are enough to give white papers a try, it’s the opportunity for industry-wide or even global exposure that’s most exciting. Create a thorough, precise document with meaningful information on a relevant topic, and you’re likely to find that media publications, industry authorities, and other business stakeholders will want to redistribute your white paper to attract more readers and build their own audiences. And more exposure for you, is more opportunity to make and maintain sales.
At Kompani Group, we’ve had a great deal of success with this unique content marketing technique. In fact, many of our recent clients have had white papers republished in important trade magazines (and their corresponding websites), regulatory agencies, cities and municipalities, and other key opinion leaders. Along the way, the brands originally presenting those white papers have become respected authorities within their fields, and a trusted resource among clients and consumers.
We can help you do the same… get in touch today!