B2B Marketing
The 9 Biggest White Paper Mistakes to Avoid at All Costs
The 9 Biggest White Paper Mistakes to Avoid at All Costs B2B buyers rely on white papers to make informed purchasing decisions. However, many white papers
White papers are a vital marketing tool, as 71% of B2B technology buyers read them when they research new products and services.[1]
Simply NUC, a leading provider of mini computers, wanted to create their first white paper to engage both existing customers and interested prospects. The company’s Sales and Marketing teams had built a library of one-pagers that summarized their products’ key selling points. They would give this information to leads who wanted to learn more about their offerings.
However, Simply NUC lacked long-form educational content that dived deep into how their products help businesses boost efficiencies with industry-specific use cases and statistics.
“We wanted to create our first white paper to establish Simply NUC as a thought leader within the mini PC computing industry and, ultimately, attract more leads. A white paper that outlines the benefits of using Intel NUCs for business would help us communicate our value proposition and show customers how they could use our products to solve their computing challenges.”
Kaitlin worked with Rachel Foster at Fresh Perspective Copywriting to create a white paper that shows both current and prospective customers the value of Simply NUC’s products. The white paper contains examples of how different industries can use mini computers to drive efficiencies.
Simply NUC’s new white paper is already playing a key role in the company’s sales and marketing strategies. Here is how Simply NUC uses the white paper to engage customers:
“The new white paper has allowed us to position ourselves as a thought leader within the mini-PC computing industry. As more people read the white paper, it will set us apart from our competitors, drive quality website traffic, and generate new business.”
Kaitlin also received very positive feedback internally. Simply NUC’s sales team appreciates having professional content they can share with current customers and interested prospects.
Here are Kaitlin’s top three tips on how to succeed with white papers:
Your copywriter should guide you through the white paper process. However, organizing your internal brand copy, product value propositions, buyer personas, and creative assets (e.g., logos, lifestyle photography, fonts) will make creating a white paper a much quicker process. Proactively gathering important information will help you complete the project efficiently.
Kaitlin advises other B2B tech marketers who want to publish a white paper to explore different copywriters and ask for writing samples. Even if the samples don’t match your industry or audience exactly, they will give you a solid idea of a copywriter’s style.
Track metrics such as landing page views and white paper downloads. You can also ask your sales team to provide feedback on if the white paper is helping them engage leads and convert them into customers.
Learn more about how Simply NUC is using white papers to drive business. Read the full case study.
[1] Demand Gen Content Preferences Report
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