After two years of writing content, the idea of writing white papers is still intriguing, but a little intimidating at the same time.

My question?- I guess I would like to know how to break into the field.

Jamie’s last blog post..You Can Help a Desperate Writer!

I’ve written a dozen or so white papers during my time as an in-house marketing/PR manager at multiple enterprise technology companies, and now as freelance B2B MarCom copywriter.

A few things that have helped me:

-I have potential clients fill out a detailed creative brief/project brief questionnaire asking about all aspects of the white paper and how it fits into their marketing and lead generation efforts. This helps greatly in getting everyone on the same page, setting expectations, and providing them an accurate cost quote (and I don’t vastly underestimate the amount of time I’ll really end up spending on it and screwing myself out of $$, a rookie mistake I was once guilty of)

-The most successful white papers I’ve written were full of content that taught readers actionable, helpful info they didn’t already know, and had very little company promotional info. People read white papers to LEARN SOMETHING USEFUL, not just hear the company talk about how great they are.

-Although clients are usually great about providing background materials, I usually include one or two hours of time into my quote to do my own research on the topic if I’m not 100% up-to-date on it. Many times I’ve found client materials to be outdated or they don’t have time to get the latest research from a trade association, industry analyst, or other credible 3rd party source that is actually more influential to the audience. Once I convinced a client to purchase an analyst report that I found because it had such compelling info to support our messaging, and they really appreciated my extra effort.

-I charge per project, an all-inclusive quote so clients know all costs up-front. I partner with graphic designers/layout freelancers so if client needs those services for the white paper, I contact partner and include their quote into my quote.

-Most clients come to me specifically wanting a white paper, but once with an established client I suggested doing one and made the case using research and case studies from MarketingSherpa.

Hope this helps!

I haven’t written white papers but on tip I’d give to new folks is NOT to underestimate the value of what you know.

I would like to know about these :

* Definition of white papers: How are they different from long, sourced feature articles?

* How, where and why clients use white papers: on websites, as hard copy collateral, both? Results clients expect from white papers?

* How lucrative is it for copywriters to create white papers? I understand you can charge premium pricing for these tools. But doesn’t intensive research–necessary to position yourself as expert– eat up a lot of the fee?

* Suggestions for positioning white papers to clients as added-value tools in an integrated marketing effort. Do you have stats on efficacy, lead generation, customer satisfaction?

* Industries and sectors that currently rely on white papers–and industries where reliance/interest is growing.

finally, they get their full Whitepaper as a whole.

P.s. we also put in the footer a text that the copy is made for as we put the readers email adress also as a watermark.

Obvious we can track and trace each individual during this process.

Of course, I am in a luxury position that our software can do all of this out of the box (personalised url and webpage, watermark, signing, etc.)

But I hope this gives some new inspiration in how you can deal with Whitepapers too (interactive this time).

If so, what are the best ways to actually use/present the white paper to the retail customer (in the brick and mortar store as hard copy, as a download from the web site, some other method of delivery)?

Is there really any difference between a white paper and the age-old promotional literature (which includes additional useful information) that has always been given to potential customers?