A good white paper? Subscribe this way!

Guest blog by Sander Baas from Text yard

As a company you want to help your customers by offering a solution to a problem they have. In a white paper you can tell what you are doing and how. Nothing new, right? Many companies use the content form. Does not mean that they always do it well. Your text must meet a few conditions if you want to achieve anything with it. We mention the most important four.

1. Grab the reader's throat immediately

A whitepaper has a problem-solving structure as standard. That also makes it suitable for marketing a (good) product: you signal a problem of the target group and immediately offer a solution - your product. Then it is extremely important that the reader recognizes himself in the problem sketch. If it doesn't, then you will have lost it. Of course you can add something to the problem, but you cannot create one. The reader does not fall for that. Are you unable to get the problem clearly on paper? Then check whether there is a problem and whether you should want a white paper.

2. Claim your authority

What distinguishes a white paper from other marketing communications? The objective nature. A white paper must be, or at least resemble, a semi-scientific article. So opt for a more neutral tone and substantiate your claims with sources. Combined with a good, accurate problem sketch, this ensures that the reader sees you as an authority. And so rely on the solutions that you propose to solve the problem ...

3. Advertise, but subtle and objective

Once you have established your reliability and authority, you can start advertising. But subtle! For example, name a whole range of solutions to the problem, of which your product is one - preferably the last one. This is a good way to come across as objective: which unreliable company recommends products from others? And that reflects on your product, because a reliable company makes the best products, right? Exactly.

4. Create space

As stated, it is important to maintain the (appearance of) scientific nature. But on the other hand: it should not get too dry, the reader will never reach the end. Enrich your text with images and infographics. They 'break' the pieces of text, can often provide excellent support for your story and provide lightness - if properly designed. Finally, you can grab the reader with the right tone of voice: personal, direct and accessible. Ensure an optimal mix between scientific and legibility.

Child can do the white paper

With these four tips you write an effective white paper and get your product to your most important target group: the people who need it. The people with a problem that you want to solve. And you do it all for that, right?

Guest blog by Sander Baas from Text yard