Marketers create white papers to educate their audience about a particular issue or explain and promote a particular methodology.

1. Using White Papers in Your
Marketing Strategy
Understanding the purpose of white papers

2. What is a White Paper?
They are a persuasive, authoritative, in-
report on a specific topic that presents a
problem and provides a solution
Marketers create white papers to educate
their audience about a particular issue or
explain and promote a particular
methodology
Compiled by author from source: komarketing.com Image Source: Google Images
White papers are really
problem-solving guides

3. Often Ignored by Content Marketers
White papers are
more than articles,
but lack the length
of e-books
Compiled by author from coypress.com

4. The Sales Funnel
 White papers may be promoted as a top-
funnel product that’s meant to drive traffic,
or a bottom-funnel sales tool meant to close
deals
Compiled by author from source: copypress.com

5. White Papers Are Not Top-funnel Pieces
White papers are engaging,
but are rarely considered
top-funnel content
With top-funnel pieces, the goal is virality
A few shares could balloon into hundreds
shares as people across the web interact
with your engaging piece
Compiled by author from source: copypress.com Image Source: Google Images

6. The Goal, Gaining an Audience
The goal of mid-funnel
content is to teach people
about your brand and prove
you are an expert in your
industry
Your interactive infographic
may get an audience to your
website, but your white paper
will make them stay
Compiled by author from source: copypress.com Image Source: Google Images

7. Mid-funnel Content Metrics
Compiled by author from source: copypress.com Image Source: Google Images
By focusing on mid-funnel content metrics, such as bringing return visitors
back to your website, you can create goals to measure the success of your
white paper that are better aligned with your sales process

8. White Paper Length
17% of 600 white
paper writers
surveyed indicated
that the length of
their average
white paper is 1-4
pages
Compiled by author from source: copypress.com

9. Your Content Determines Your Success
The length of your white paper
isn’t as important as the
content
Make sure your topic and research strategy
is relevant to your industry
Conduct research to see if the trend has
been covered before, and see how you can
do it differently
Compiled by author from source: copypress.com Image Source: Google Images

10. Outline, Write, and Edit
When creating an
outline, consider
adding the
following sections:
 Table of Contents – Outline of the sections
that will be covered
 Introduction – Explain why the topic is
important to success in the industry
 Challenges – Focus on some of the most
common audience challenges
 Solutions – Explain how challenges can be
overcome and provide a fix
 Summary – Revisit what was covered and
use it as your last chance to explain the
topic’s importance
Compiled by author from source: komarketing.com

11. What Types of Content Should You Include
 With your topic in mind, set out to
create a valuable content piece that
draws people in
 This work may include interviewing
thought leaders to get their
perspective on various topics
 Try conducting a survey to provide
data to your field
Compiled by author from source: copypress.com Image Source: Google Images

12. Still Struggling with Content Ideas?
If you’re still
struggling, focus on
these concepts:
What data is missing
from your industry that
could shed light on
certain trends?
What news worries those
in your industry and how
can you offer your
perspective?
What ideas do you have
about your industry that
no one else has thought
to cover?
Compiled by author from source: copypress.com

13. Build a Landing Page
The
Landing
Page
Should
Include:
A short intro about the topic
A few bullet points that explain what can be
found within
A call to action
Compiled by author from source: komarketing.com

14. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

15. Sources Cited:
 "8 Reasons to Include White Papers in Your 2014 Marketing Strategy." CopyPressed. N.p., n.d. Web. 12 Feb. 2018.
<http://www.copypress.com/blog/8-reasons-to-include-white-papers-in-your-2014-marketing-strategy/>.
 Dodge, Amanda. "How to Use White Papers in Your Marketing Strategy." CopyPressed. N.p., 31 Jan. 2018. Web.
2 Feb. 2018. <http://www.copypress.com/blog/use-white-papers-marketing-
strategy/?utm_content=buffere0e94&utm_medium=social&utm_source=linkedin.com&utm_campaign=buffer>.
 Graham, Gordon. "Tips for Writing Compelling White Papers." Duct Tape Marketing. N.p., 2013. Web. 13 Feb. 2018.
<https://www.ducttapemarketing.com/white-papers-tips/>.
 Graham, Gordon. "White Paper Success Story: Vircom." That White Paper Guy - Gordon Graham. N.p., Sept. 2017.
Web. 26 Feb. 2018. <https://www.thatwhitepaperguy.com/white-paper-planning/white-paper-success-story-
vircom/>.
 Harper, Kyle. "Modern White Paper Marketing: How to Create Readable, Shareable, and Successful White
Papers." The Content Standard by Skyword. N.p., 18 Jan. 2018. Web. 6 Mar. 2018.
<https://www.skyword.com/contentstandard/marketing/modern-white-paper-marketing-how-to-create-readable-
shareable-and-successful-white-papers/>.

16. Sources Cited:
 Jandra, Jessica. "7 Basic Landing Page Guidelines That Make or Break Conversions." Inbound Marketing for Industrial
Manufacturing | Weidert Group. N.p., 28 Dec. 2017. Web. 9 Mar. 2018.
<https://www.weidert.com/whole_brain_marketing_blog/bid/206472/7-basic-landing-page-guidelines-that-make-
or-break-conversions>.
 Mosenson, Paul. "17 Ways to Promote Your White Paper for Lead Generation." NuSpark, Create, Connect, Convert.
Nuspark, 3 Mar. 2016. Web. 2 Mar. 2018. <https://www.nusparkmarketing.com/2016/03/17-ways-promote-white-
paper-lead-generation-internet-marketing/>.
 Paunovic, Goran. "The Most Effective Content Marketing Tool Your Strategy May Be Missing." Forbes Agency Council.
Forbes, 27 June 2017. Web. <https://www.forbes.com/sites/forbesagencycouncil/2017/06/27/the-most-effective-
content-marketing-tool-your-strategy-may-be-missing/#2d17ed057758>.
 Shastry, Krishna. "6 Killer Tips For Succesful White Paper Marketing." Lander Blog. N.p., 17 Aug. 2017. Web.
9 Mar. 2018. <https://landerapp.com/blog/killer-tips-white-paper-marketing/>.
 Young, Ryan. "How B2B Marketers Create and Promote White Papers That Convert." KoMarketing: B2B Search,
Social, & Content Marketing. N.p., 17 Oct. 2017. Web. 7 Mar. 2018. <https://komarketing.com/blog/create-promote-
b2b-white-papers-convert/>.