How a White Paper Helps Simply NUC Show Value to B2B Tech Buyers

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.

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:

    • A landing page for the white paper helps Simply NUC generate leads.
    • Sales reps share the white paper and one-page summary with prospects to educate them about Simply NUC’s products.
    • The white paper is an excellent resource to include as a follow-up in lead-generation campaigns.
    • Simply NUC’s marketing team promotes the white paper across the company’s social channels and global email newsletters.
    • The white paper serves as an evergreen piece of content that Simply NUC can leverage for the long term.

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:

1. Plan ahead

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.  

2. Do your due diligence when selecting a copywriter

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.

3. Measure your success

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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