Eight Rules for Creating Great White Papers

White papers are one of the most misunderstood, miswritten, and misused marketing tools available. While many companies think they need a white paper, few manage to write, design, or use them to their full potential. This is unfortunate, because – written and applied well – white papers are one of the most powerful tools in the sales and marketing toolkit.

White papers make companies credible. They help position companies as thought leaders, and they aid the selling process by informing and educating the prospect base.

The best application of a white paper is to provide information that helps solve a problem that is meaningful to the reader. It should justify why the problem must be solved, objectively explore alternative ways to solve the problem, and logically lead the reader to the conclusion that your organization has the knowledge, expertise and tools required to solve the problem.

Eight Rules for Creating Great White Papers