It’s no secret that white papers are amongst the most useful marketing tools you can use to influence purchasing decisions and boost customer engagement. But they need to be carefully thought through.
Well, there’s a lot that needs to go into a white paper before the first words are ever written and it’s the planning stage that is most often overlooked.
No matter if you are using your in-house writers or hiring a freelance writer, planning is essential when it comes to white paper writing. Without a good plan, or creative brief in place important information can get overlooked.
So what key questions should you be discussing at the planning stage?
Questions about teamwork.
Questions about content and structure.
Compared to other forms of marketing, creating a white paper generally takes more time, involves more people, and requires a greater overall investment, so it’s important to get the groundwork right.
Remember, once written a white paper can provide an excellent source of content to re-purpose into slide decks, blog posts and other bite sized content to attract your customers' attention
I'm Anne Watkins, a freelance medical writer here to help you use medical white papers to boost your sales.