It's tough to create a strong white paper on the cheap. The writing phase often requires research, SME interviews, and strategic planning—and copywriting fees can reflect that. Once you add in graphic design and layout, you’re looking at what might seem like a big investment for a single piece of content.
But for tech companies and other businesses that sell high priced solutions and services, the return on that investment can be huge.
A well-researched, well-written white paper (on a relevant and important business issue!) can help convince scrupulous prospects to make big purchases. It can give IT teams the ammo they need to get leadership buy-in. It can help differentiate your company and position your leaders as experts. And at the top of the marketing funnel, a white paper can alert and educate prospects about an emerging business issue they should be looking to address.
A good white paper is a terrible thing to waste; milk it for all its worth*.
Rather than developing a white paper as a standalone piece, why not surround it with a powerful posse of complementary content? Develop accompanying content that promotes your white paper; dives deeper into key themes; highlights experts; and sparks new discussions. Here are six examples:
*What's the correct way to write this phrase? Is it "for all it's worth" (contraction: milk it for all it is worth) or "for all its worth" (possessive: milk it for the inherent worth within it)? There doesn't seem to be a definitive answer, and now I can't stop obsessing about it. Which way do you think is correct?