White papers aren’t like other forms of downloadable information. Unlike ads, they offer valuable information to readers without overtly selling. And unlike data sheets, they are specifically focused on providing authoritative guidance to solve a particular problem.

These characteristics make white papers valuable resources for decision makers. Readers can get detailed information quickly to make educated choices about purchases or services. But the characteristics that offer value to readers also make white papers challenging to create.

For B2B marketers, white papers offer an incredible opportunity to get layers of detailed information in the hands and minds of busy executives who don’t pay attention to glossy ads or brochures. These high-level execs want the “meat” of your offering and they need it explained thoroughly yet succinctly. In their world, time is money, and they don’t want to waste either.

Make information available quickly, when readers need it
Research from Gartner Inc. reveals that C-level executives spend significantly more time using the Internet each week than reading newspapers or magazines. So it makes sense to provide access to your white paper through multiple online entry points.

But making information accessible doesn’t just mean downloadable. Once executives download your white paper, they will quickly discard it if it’s a text-heavy tome that they have to wade through. Executives are extremely busy, and they need to be able to extract value from a document and use the information quickly.

So the key to a good white paper is making it something that time-challenged executives want to read and can easily understand in a limited amount of time. But what defines a white paper as good?

• Clear, concise writing that identifies the problem and explains the solution
• Visual elements woven throughout the document that illustrate the main points and explain data introduced in the text
• Layered information that stacks the most important points in the beginning and more detailed but less critical information toward the end

Proven Systems, recognizing the need for quality white papers that decision-makers want to read and can easily digest, has added white paper production to its menu of content marketing services. You already rely on our team of content marketing specialists to deliver high-value information to your audience. It makes sense to extend that connection as you educate your readers about critical solutions to their challenges.

Need to create a white paper, but don’t know where to start? Our team of experts will help you determine the best approach for your white paper program and get you started. Call (800) 720-5398 or email Jordan Way at jordan@provensystems.com to learn more.