The tone and style of your B2B marketing white paper

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Once you’ve thoroughly developed a good topic and crafted persuasive and engaging content for your white paper, you’ll need to find the right title. Coming up with a compelling title for your white paper is essential and should never be an afterthought. It should be succinct and to the point and include active verbs that pique interest and inspire action. If possible, use the title to speak directly to your reader and make it specific to the persona(s) you want to target.

Don’t skip on quality design
You’ve committed resources to create great quality content that’s backed up list of canada cell phone numbers by research — great! But to ensure your white paper holds the attention of the reader, you also need a design that is engaging and keeps readers captivated throughout the narrative. Keep in mind, though, that not everyone will read your text word for word — and that’s okay. Some audiences prefer to skim read, so it’s important to use design features to help signpost the headlines and help direct readers to the insight that’s of most relevance and interest to them.

Also, be sure to maximise impact by creating spin-off content used as additional campaign assets that help to get your content in front of your chosen audience. These could include infographics, blog articles, social media posts, or sales enablement tools; many of which rely on strong creative visual design to catch the eye.

Close your white paper with a call to action
Your B2B marketing white paper isn’t meant to be a sales pitch for your brand. It’s not a marketing brochure or a sponsored article either, but rather a means of developing thought leadership and capturing quality leads from your target audience through real-world insight.

However, your readers still need to know how to find you once you’ve captured their attention. So, make sure that you’re clear about the next step you want them to take.