White papers can be a key element in your lead generation mix, especially if you sell technology products or services. According to the Eccolo 2010 B2B Technology Collateral Survey Report83% of technology buyers said “white papers were moderately to extremely influential in helping them make their final purchase decision.”

However, many white papers miss the mark when it comes to engaging an audience and driving leads. One reason could be because readers don’t relate to the topic.

Here are 3 ways you can come up with a white paper topic that resonates with your target audience and generates leads:

Here’s one more consideration …

Make sure your white paper is educational. If you spend most of the document describing your product’s features or pitching your services, even the best topic won’t engage your readers. Buyers download white papers early in the sales process to learn more about one of their key challenges – not to read a 10-page sales pitch.

What about you? What factors are the most important to you when you choose a white paper topic? Feel free to share your comments below.

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