A white paper is a communication and marketing tool used more in a B to B marketing strategy (business to business). The principle is based on an inbound marketing strategy, i.e. a strategy that aims to attract prospects through informative and useful content answering the questions of the target. This method has already been tried and tested for a few years now. This is how according to ITSocial and CMIT The white paper is a marketing medium appreciated by 62% of IT directors (information technology).

Do you want to create a white paper to generate more leads? Discover with Signitic How to take care of your writing and promotion for a white paper that is perfectly adapted to the needs of your target audience!

What is a marketing white paper?

A white paper is by definition a communication medium that allows the company to present itself, to show your expertise and know-how. Its objective is not to promote directly, but to retain and find new prospects and customers.

To do this, the white paper provides accurate and useful information on a subject, always in connection with the company's global communication. This information on specific topics will prove to readers the legitimacy of the company in its field of activity and will strengthen its brand image. After reading it, the prospect will have want to buy the product and share the white paper with his collaborators or his acquaintances.

In addition, the white paper enters into a customer data collection strategy : the prospect must in fact fill in his contact details via a form to download and read it.

How do I write a white paper?

A pleasant and captivating layout

Of course, the content of a white paper should not be overlooked. However, to keep the reader's attention, the layout and the general layout must also be worked out to be pleasant. So be sure to write a clear summary and compelling titles that will encourage you to download the document. You can also integrate charts, illustrations, or even infographics in order to make reading easier and thus keep the reader's full attention until the end of the reading.

An accessible writing style

Writing a white paper should be simple, understandable, and easy to read. Besides the French mistakes, banish these mistakes that can weigh down your white paper :

Do some sentences that are too long ;
Use jargon or professional and very specific expressions;
Writing very long paragraphs.

On the other hand, use reliable sources and study figures to support your statements, write A paragraph for each idea and make sure you have good punctuation. The writing of a white paper must be very precise while being synthetic: about 3,000 words.

A call to action: the key point of a successful white paper

The call to action (CTA) or the call to action in French is the end point of a white paper. It is integrated into a marketing strategy to achieve business goals by making the reader want to sign with you. Indeed, the CTA encourages the reader to contact the company, to consult the products available on the site, to ask for a quote, to sign up for a subscription, etc.

What are the best tools for promoting a white paper?

Promote a white paper on your website

A landing page on your website is essential to facilitate the promotion of your white paper while providing the download form. In addition, nothing prevents you from placing an insert on your home page to encourage prospects to download your white paper!

An announcement of the publication of the white paper in a newsletter

The newsletter is the perfect tool for Engage in a relationship of trust and proximity with your prospects. Why not take advantage of this framework to promote your white paper? The aim here is to retain an already existing customer base and Inform them when your white paper is available online.

Social networks to share a white paper

Choose social networks as allies to win over prospects! Among the interesting social networks to share your white paper, we recommend: LinkedIn, Facebook, Twitter or even Instagram which all aim at a different target. Don't forget touse hashtags for maximum sharing of your precious document!

Blog articles: a perfect window for a white paper

To promote your white paper, why not include a link to your white paper at the end of your blog posts that deal with similar topics? The aim is to make you want to know more about the subject mentioned in your articles in order to push the prospect to download the document and to invite him to leave his contact details.

The email signature to highlight a white paper

Did you know that it is possible to add a CTA to your email signature in order to promote your white paper? Nothing could be easier for appeal to your prospects while presenting yourself and your business. Taking the form of a link that can be clicked from the signature, the call to action allows you to redirect to your landing page or to the form to download the white paper.

Signitic and email signatures: for a winning marketing strategy!

With Signitic, create a signature that looks like you while pushing your marketing strategy even higher! Increase customer loyalty with a strong brand image, improve the engagement rate customers with calls to action and Establish a relationship of trust by highlighting your company's note in all the signatures of your employees!