A white paper can be many different things. A branded white paper can highlight a client as a subject matter expert and contain important industry advice.
Or, they can describe a client’s technology, or a technology in a particular field which a client has a product. Again, it’s subtle marketing, not direct, in many cases.
A white paper can, of course, offer a detailed, technical look at a product or service of a client. Traditionally, this is how white papers are used by technology companies – to illustrate how their own products tackle a particular challenge.
Having read dozens of nearly unreadable white papers, my goal is simple – to write readable, informative and incisively white papers.
You might ask if white papers actually work. In most studies white papers are in the top three for lead generation, along with webinars, blogs and free trials. Syndicating white papers makes them even more effective.
A MarketingSherpa study showed for large organizations white paper syndication proved more effective than online ads, paid search, emails and third-party newsletters.
A good collection of white papers and case studies I have written can be found in the “portfolio” section of www.featherly-jossi.com, a site I share with fellow journalist and fellow political junkie Kevin Featherly.
Samples
Client: Amcom Software
Project: Amcom, a software company with solutions which automate call centers, wanted to help clients improve their businesses. Here are two examples; others are available at my other site, www.featherly-jossi.com .
Five Best Practices in Communication Center Automation for Hospitals
Getting Right With The Commission
Gauging A Return On Investment
Client: Kardia Healthcare
Project: The Mayo spinoff needed an explanation of its echocardiography software, as well as a reason why it is an industry leading solution.
Kardia Revolutionizes Management of Echocardiography Laboratories
Client: Red Wing
Project: The shoe manufacturer asked for three papers that were part of an email campaign managed with Eloqa software. I have some response data if clients want to see it. In essence, if a client of Red Wing’s responded to the email pitched they downloaded all three white papers. These turned out to be great resources for people in the industry, despite the dullish titles.
A Guide To OSHA’s Footwear Regulations
