B2B marketers love whitepapers.
It’s the ultimate objective information source that helps your readers and enhances your business’s thought leadership. Best of all, it can be reused over and over, again and again – just email to a mailing list, direct to landing page and download whitepaper.
That’s great…until I open the whitepaper.
Too often, it’s a collection of drivel lashed by jargon – in short, useless.
And it could lead to mailing list un-subscriptions. Now that’s a shame if that happens to you, isn’t it?
How Do I Make a Whitepaper?
It’s really not that tough. All you need is purpose, facts, organisation and storytelling; mix them up; and serve whole. To make things easier, I’ve distilled them down into five distinct areas:
- Whitepaper Purpose & Topics
- Get Your Facts & Proofs
- Organise Your Whitepaper
- Write, Revise & Edit
- Graphics & Diagrams
For graphically-minded people, here's the process