This week, we published a new white paper, How to Write a White Paper Like a Journalist. Let’s walk through the first steps in writing a white paper like a pro: gathering great information.
1. Understand Your Audience
Create content your customers need. Remember: businesses don’t read white papers or make buying decisions. People do. Write for them.
2. Understand the Industry and Its Issues
As you start your research, try to understand the big-picture topics in the industry, including: What pain points are companies trying to relieve?
3. Leverage Outside Expertise
You don’t need to know everything – you just need to know how to find and connect with people who do. Seek out experts. The more reputable the expert, the more compelling your white paper will be.
4. Verify Your Information
Credibility is everything. Learn to be a tireless fact-checker. Don’t automatically consider Wikipedia, blog posts, and social media updates as credible news sources.
What are the challenges you face when you’re developing a white paper?