Think white papers are just for high-tech companies? Think
again.
Savvy service businesses are rewriting the rules on
marketing and exploring educational marketing tools like white papers to
educate clients and position their businesses for growth.
Business white papers are often shorter and less technical
than their government or technology cousins. Their goal is to speak to the
challenges that your audience is facing and offer valuable solutions or
expertise. Notice I didn’t say sell your service. A good white paper will
position your business as a solution provider, but it is designed to be educational reading,
not a slick direct sales piece.
Case-in-point. I recently finished a series of three related
white papers on the hot topic of sustainable design. My client— a top 500 firm
in the architecture and engineering industry-- operates in a climate that is
all about relationships. But it’s also about being experts in a highly
technical field and about being looked to for solutions, advice and market-sector knowledge. And that’s
why white papers make so much sense.
They're client-focused. They offer helpful information. And they effectively position your company as the knowledgeable experts you are. You can't get much more authentic than that when it comes to marketing.
Here are 5 potential ways to use a white paper (or three) to
enhance your marketing plan.
- Distribute at industry conferences where you’re exhibiting or attending
- Add a relevant white papers to your business development
materials and leave behinds
- Craft a press release on a newsworthy white paper and use it
as a media relations tool
- Publish online to showcase expertise in a market sector or subject matter
- Use as the basis of new talks for client events and conferences
Today’s question: Can you find creative ways to put informational or educational marketing tools like white papers to use for
your business?
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