“Let’s just write a whitepaper. ” It’s a common impulse pertaining to company executives and marketing professionals when they simply aint able to figure out what’s needed in their marketing communications mix.
But might be ambiguously conceived ICO Whitepapers as a last resort or a catch-all for any that information that simply won’t fit in your literature or press releases is not a good idea. Alternatively, whitepapers can be an helpful component of your organization’s marketing efforts if they, in fact , undertake what they are supposed to do: Establish your organization or a company executive as the respected authority on an industry issue. By doing so, the multimedia and prospective customers will come to see your company as a “go-to” supplier on the issue-and, therefore , you are in a better position to sell your individual products or services.
To get started, here are four simple rules for authoring effective whitepapers:
1 . Never use a whitepaper to basically sell or introduce a new product or service. That’s what flyers and press releases are for. Remember, a whitepaper will have to offer some education or perspective on a hard-to-understand or simply controversial industry issue. For example , a healthcare information technology provider would want to consider a whitepaper to explain how and why professional medical providers could benefit from integrated technologies in the care location. However , the same company should not use a whitepaper to merely introduce its new integration tool to the market (sure, the tool might be mentioned or references in the usage whitepaper – but the need for the tool, not the particular tool itself, would be the focus of the whitepaper).
2 . You should have something to add to the discussion. Although the first step in writing highly effective whitepaper is identifying an appropriate issue to address, you also need to be certain that your company or executive actually has something to say. Sturdy opinions and novel perspectives works best. If you don’t have anything new at all to add to the discussion, then you need to find a new whitepaper subject matter.
3. Don’t write a user’s manual. Sure, it’s rational game for companies to write whitepapers on technology challenges. But it’s important to know the difference between exploring a particular systems issue (which is appropriate for a whitepaper) and simply providing a step by step guide for setting up your company’s technology products. Authoring a whitepaper on the benefits of mobile technology in homecare could work. A step-by-step guide to connecting a computer to a wireless network – not so much.
4. Use the perfect voice and tone. Typically, whitepapers address serious ideas and position their authors as experts. So , typically the tone of a whitepaper should follow suit. However , your whitepaper still has to compete for audience attention aid and, therefore , needs to be engaging. So , while you don’t really want the whitepaper to read like a text book (no a person will read it), you also don’t want it to read as being a tabloid-magazine article (no one will take it seriously). Aim for a something in the middle.