We are continuing with our Content Marketing series. In this article, we are sharing ways to use white papers to grow your content marketing strategy.

Still unsure about what a Content Marketing Strategy is all about? Then, click this link and read our introductory article that outlines the definition of content marketing and its many benefits.

According to Top Rank, B2B marketers use an average of 12 content marketing tactics. White papers can be used as one aspect of this strategy. In fact, 61% of the savvy B2B content marketers are using White Papers. The main purpose of a white paper is to document and industry related information. When a brand or organization is able to draft quality white papers, many benefits are reaped, including an enhanced content marketing strategy. White papers should be used to promote and highlight key features of your products, share your services or hone in on a solution to industry specific problems. When your white papers meet these objectives, you will be able to position your brand as a trusted thought leader that can solve industry related problems. This will help to generate more leads and increase sales.

Here are Steps on How to Use White Papers to Grow Your Content Marketing Strategy:

  1. Build credibility early: For a white paper to be effective, you must get your reader’s attention early on and be perceived as an authority on the topic within the first paragraph.  You can do this by writing objectively and speaking in a clear and unbiased tone. Also, quote reputable third party sources with data that can be researched and fact checked. It is best to state the problem that you will be solving with your product or service early on. This helps to draw the reader in so that they will keep reading your white paper.
  2. Be a Problem Solver: A good white paper will quickly identify problems or concerns that are faced by your industry. The white paper will also lead readers down the path to a solution. Ideally, the solution will be provided by your particular product or service.
  3. Use Your White Paper to introduce a new class of products: This can be done by writing about something that has never been addressed. Or, you can produce a white paper that gives a unique approach to an old product.
  4. Share Your White Paper: Because White papers provide valuable material, they can make your social posts more interesting.White papers can be shared in one of two ways via social media. You can simply pull out relevant statistics and findings, using each piece of information as a separate tweet or Facebook post. Or, you can share a white paper in its entirety, directing your followers to download a page on your website or to the publisher’s website.

White Papers are an easy solution for small businesses that struggle with producing valuable content. As a growing number of online consumers continue to look to content that offers tips, tools and resources, companies will need to find new ways to meet this demand. White Papers are a powerful marketing tool that can be used to educate your leads and prospects and grow your business.

So, what do you think? What has worked for your content marketing strategy?


  1. Inspiring Kitchen on August 9, 2015 at 10:16 pm

    This is a terrific solution and explanation to the benefits of using white papers in business. Quality of content is key.

  2. mail4rosey on August 10, 2015 at 2:53 am

    White papers come in handy in higher ed. too. I’m happy to see a post about them!

  3. StillBlondeafteralltheseYEARS on August 10, 2015 at 3:23 am

    I think there are topics that I understand so well, that I don’t realize it could be a white paper.

    • Shantha Wetterhan on August 10, 2015 at 2:16 pm

      White papers are certainly something to get used to, but can be a great asset to any content marketing strategy.

  4. Esme Sy on August 10, 2015 at 7:15 am

    Thank you so much for explaining the importance of using white paper. I need to look more into this.

  5. Eileen Mendoza Loya on August 10, 2015 at 7:40 am

    Hmmm.. interesting. I will have to check this out. I have been longing to do work at home jobs and taking my blog to the next level is my goal this year. Thanks for sharing.

  6. Nikki on August 10, 2015 at 8:46 am

    Thank you for explaining about the white papers it is very useful. i need to look more into this.

  7. CourtneyLynne Storms on August 10, 2015 at 7:59 pm

    Hahaha ok I was pretty clueless about all of this! I never heard the tens white papers before lol… Glad I now know 🙂

  8. Taylor Gilmore on August 10, 2015 at 8:06 pm

    I’m familiar with some of the ways white papers are used by small businesses but I haven’t figured out how to incorporate one into my blog content strategy. I have to give this more thought.

  9. Manu Kalia on August 11, 2015 at 5:25 am

    I’m glad you shared this, Content and data is really the key for a huge marketing strategy.

  10. Joanne Dewberry on August 11, 2015 at 5:57 pm

    This is really interesting. Something I’d not considered before. Great post

  11. Kristen on August 12, 2015 at 2:13 am

    This is so interesting. I have been blogging for 4 years, and this is the first i have heard of this

  12. amotherworld on August 12, 2015 at 3:22 pm

    Thanks for these posts about white papers. I wasn’t sure of the term before – I need to look into this further.

  13. Victoria H on August 15, 2015 at 3:00 pm

    I have always been curious about writing white papers. Thanks for sharing this insightful post, I will have to give this strategy a try.

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