White Paper Solutions are one of the most powerful forms of B2B content. In fact, 71% of B2B technology buyers have read at least one white paper within the past 12 months. And B2B marketers stated that white papers drive more leads and revenue than any other type of content.
- Demonstrate that you have strong knowledge of your buyers’ businesses, roles, and industries.
- Provide customers with insights into their problems and how to solve them.
- Build a business case for your solutions.
- Position yourself as an authority in your space.
- Educate and nurture B2B technology buyers as they move through your sales funnel.
Although white papers can deliver a lot of value, many marketers have a hard time getting these projects off the ground. The first roadblock is picking a topic that will engage your audience.
What Type of White Paper Should You Create?
B2B technology companies typically sell to two
audiences—business buyers and technical buyers. These audiences have different
priorities and need content that speaks to their unique concerns. When you plan
a white paper, consider your audience and what information they need before
they choose your solution. Here are two types of white papers that can move
buyers to the next stage in your sales cycle:
- Business Case White Paper
A business case White Paper Writing Services delivers a persuasive argument
for why readers should choose your product or service. It speaks to business
buyers who want to know how your solution will drive results in their
organization. Although it focuses on business benefits, the white paper can
also include information for technology buyers who want to know how your
solution will make life easier for their users and IT team.
- Technical White Paper
This type of white paper introduces readers to new
technology. It speaks to the tech buyer who wants to know how your solution
works, how users will benefit from it, and how it will make life easier for
their IT team. A technical white paper is great for readers in the mid-to-late
stages of their buying journey, as it provides in-depth information on your
technology.
So, which type of white paper should you publish?
It depends on your audience and where they are in your sales
cycle. If you want to engage early- to middle-stage leads, a business case
white paper can educate them without coming across as too salesy.
If your audience is mostly mid to late-stage leads, they may want to know more about your product or service. A technical white paper can provide them with the in-depth information they need to make a purchasing decision.
Also consider if your readers are business buyers, technical buyers, or a mix of both. This will help you determine if you should focus on business benefits or technical features.
To learn more about White papers, or for more information
regarding White paper services, Contact our team today!
0 Comments