Since white papers are designed to cover just one topic and delve into it in depth, link building can be an excellent solution to better explain some terms that appear throughout the material and that the persona may not understand. This is a good opportunity to promote other content such as articles and even rich materials (especially e-books) to the audience.
Reuse materials
In addition to sharing content that you have already produced, increasing the time visitors spend on your website, there is another advantage to developing a white paper: taking advantage of content that you already have. A webinar, tutorial or even a blog post can become the starting point for creating a white paper.
How to produce a white paper?
Similar to other content formats, the biggest challenge medical practice email list in producing this type of material is making it have a strong impact on the audience. Here are some steps to creating your white paper.
Model a big idea
The first point of the white paper is: what to talk about? The subject addressed must be irresistible to the audience. Therefore, it is important to define which business persona this material is for (in case your company works with more than one persona). One tip for this is to observe a major pain or objection that your audience usually expresses.
Now it’s time to start researching. To do this, you can create a white paper script with a list of all the topics that will be covered. A good source of information for developing the content is an expert (which could be you or another member of the company), so one tip is to turn these topics into interviews and talk to the professional, gathering the necessary information for the material.
Don't get hung up on size
With all the data in hand, it's time to develop the white paper. However, unlike other written content, which is usually of average length, this material can be the size of an e-book, but if necessary, you can extend the number of words until you feel confident that all the information has been covered.
Bet on a well-resolved design
In addition to text, the white paper can also have graphics and images (as long as they are relevant and make the content more interesting). The better the visual identity, promoting fluid reading, with scannable formatting and graphic elements that refer to the website's visual identity — brand concepts, the greater the reader's benefit and the connection between the content and your company.
Finally, check whether the final material, in PDF format, conveys seriousness and also refers to the subject presented. The design should match the professional and serious language of this type of content.