Are you working for a company outside of high tech? Maybe financial services, health care or manufacturing? You might be wondering, “Are white papers useful for us?”
Heck, you might even be a freelance writer looking to write white papers for these non-tech spaces. I’d like to address that here.
The question was spawned by a reader (we’ll call her Ruth S.) who wrote me and asked:
I’m a newbie white paper writer who wants to target the life sciences/biotech industry. Yes, I know there are many science writers working in this industry.
But I actually have an academic background (degrees) in this industry. I know that isn’t necessary, but I’m hoping it won’t hurt, and that it might even help.
So is there a market for biotech white papers? Do you have any contacts in the industry? Can you help me get my foot in the biotech white paper door?
Wonderful question Ruth! Here’s my response:
First yes, the biotech industry is a place that can benefit from white papers. In fact, I’ve even crafted some myself for this space. Indeed any industry that sells complex or expensive products and services will benefit from white papers.
Why? Because the sales cycle is long and people (think buyers) need more evidence before they close the deal.
Doing some simple research will help you target businesses who use white papers in your industry and establish a hit list of competitors who “do not.” With that list you can begin pitching to those who do not, dropping the names of their competitors who do.
Once you find a few hot ones, I would consider doing a paper for next to nothing to get your foot in the door. Make them agree to give you an endorsement if they like your work and allow you to showcase it.
I hope this helps you get started!
If you’re reading this post and have any tips to help Ruth (or you just have something to say), please comment below.Receive email updates when new articles are posted.