Do you have a knack for writing papers? Are you passionate about discussing new trends in marketing or technology? Do you like to opine on current affairs, or maybe just get your thoughts out there and see what happens? If so, you’re in luck because there’s a career in writing that fits you perfectly: white paper writing!
What Are White Papers in Copywriting?
A white paper is, at its most basic level, a short research paper that provides a fresh take on an issue, a product, or a service. Essentially, a white paper is a kind of ‘grey literature’ that companies and organizations publish to share their findings and to engage with the public. Since these papers are structured and usually to the point, they’re great for SEO. And who knows? Maybe that’s exactly what they need to secure the lead they need to succeed.
Why should you care about white papers in copywriting?
The simple answer is that when it comes to marketing and advertising, every bit of content counts. Even content that you think isn’t important, that you might not consider ‘selling’, can help your business or brand gain credibility and drive traffic to your site or social media channels.
The reason why white papers are so effective is that they usually pack a lot of punch into such a short space. Typically, a white paper will contain between 4 and 10 pages of well-researched and clearly-written content. Which means it’s ideal for someone who wants to make an important point but has limited time to do so. Plus, they’re usually well organized and easy to read, which means they’re popular among a certain type of reader.
What should you include in a white paper?
The devil is in the details, as they say, and it’s all about the smaller the better when it comes to white papers. The basics are as follows:
- An introduction that hooks the reader
- The body of the paper
- A conclusion
- Keywords
- At least two high-quality examples of the paper’s genre
- A bibliography
- An appendix with a list of relevant websites and other resources
- A disclaimer
- An opportunity to connect with the author
- A clear call to action
- An SEO optimized title
- An SEO optimized description
- Web links
An introduction that hooks the reader.
The first thing a white paper should do is introduce the reader to the issue at hand. In other words, give them a reason why they should care about what you’re writing about. To do this, you might want to examine the reasons why your company or brand exists in the first place. What is your expertise? Who are you trying to reach with your message? Why should they care about what you have to say? As you consider these questions, you’ll be able to create an introduction that draws your readers in and keeps them engaged until the end.
The Body of the Paper
The body of the white paper is where you’ll lay out the main arguments of your paper. The more you can pack into this area, the more you’ll have space for your keywords, headlines, and other content-related items. In the body of the paper, you’ll discuss each point you make, pausing to allow the reader to absorb the content and then providing them with a conclusion they can refer back to.
The conclusion.
This is arguably the most important part of the white paper because it serves as the final nail in the coffin of your argument. As you consider the questions raised in the introduction, you’ll be able to determine where you’ll need to go with your research before you publish your findings. A well-written conclusion will allow you to do this in a compelling manner and provide a clear call to action for the reader.
Keywords.
Keywords are extremely important in today’s digital world. If you’ve ever tried to search for something on the internet and landed on a page stuffed with images and unrelated content, you’ll understand why keywords are so important. When someone searches for “[insert your keywords]’, the search engine works its magic and returns relevant results to the user. This is key because it means your content will be easy to find, and when something is easy to find, it makes it that little bit easier for the user to relate to what you’re saying. For instance, if you want to write about the merits of a particular piece of software, but you don’t know how to use it, you might want to include some keywords related to the software so that when someone searches for it, they can find your article. Try to avoid keyword stuffing because, ultimately, this won’t do any good. The goal is to have clean, quality content that will engage your readers and encourage them to act or think in a particular way.
Quality Examples.
As part of your research process, you’ll inevitably come across a number of documents that qualify as quality examples of white papers. These documents will serve as great inspiration for your own work and allow you to see how others have interpreted the same issue. It’s important to keep in mind that some of these documents may not be appropriate for your own work, as they may be too academic or sophisticated for your target audience. Nevertheless, you should feel confident enough in your research that you can recreate similar high-quality examples for your own use.
Bibliography.
A bibliography is an excellent way to acknowledge the sources you consulted in the course of your research. A bibliography often includes a listing of the author’s name(s) and a brief bio about them. In addition to providing a link to their website, the bibliography allows you to acknowledge them as a source and provides a convenient reference should someone want to cite your paper in the future. It is always a great idea to cite sources and give proper credit where credit is due. Doing so will make you look more professional and add that little extra bit of credibility to your work.
Disclaimer.
Whether you’re aware of it or not, there is always the possibility that someone else could have written on your topic already. In legal terms, this is known as ‘stole-apt’. Companies and organizations use disclaimers to protect themselves from allegations of plagiarism and to ensure their content is unique to them. A disclaimer should not appear on a paper you’re presenting to the public because then it might become a distraction rather than an effective tool for the reader. Nevertheless, a disclaimer can be an important part of the paper and should be included in the final version. Disclaimers are also a great place to share your contact details in case someone wants to get in touch regarding the content of your paper.
Contact.
Your paper may be an authoritative piece on your topic or it may just be an opinionated viewpoint. Either way, having a resource to point people to is a great way to promote your paper and allow others to learn more about your topic. As part of your research, you’ll come across various blogs and websites that cover your topic in-depth. These are usually the preferred sources for journalists, researchers, and those who need to fact check content. Having your contact details available on a disclaimer is also a great way for people to get in touch regarding your article. In today’s world of digital disruption, everyone has something to say and everyone is a publisher. The opportunity for your opinion to be heard is endless and, for the right person, could lead them to become your customer, advocate, or contributor.