You might be interested in the following statistics, as they illustrate the returns you can generate from a well-crafted white paper.
While working on a recent consultancy project, we prepared a 5-page white paper as the sole source of lead generation.
Writing White Papers
Once the registration details came in, the Sales Team took it from there and followed up the leads as fast as possible.
Less than 3 weeks after publishing this white paper, the lead flow had increased from 25 leads per month to 280. Very good returns in a down market!
White paper marketing creates opportunities very fast. If you know your product, and your customers, then they will want to read your white paper, particularly when you write about a niche industry or service.
To do this, a few points should be highlighted:
- White papers require an investment in research and writing time.
- White papers work well if you have a unique product with information your clients don’t have.
- Writing white papers is not for everyone.
Set Yourself Targets
Most relatively experienced writers could write at least five good articles, (for example around 1000 words), with material that we have at hand. In other words, writing papers about our CRM solution or the services we sell. Not much research is required.
Start with one article
Choose the subject matter that is the easiest to write about, and will generate the most interest from your customer base.
When writing sales-orientated articles, use a light conversational style as if you were talking to a friend
