What your B2B marketing white paper should cover

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Your B2B marketing white paper should seek to tackle a common problem that your industry faces — and should always be backed up by evidence obtained through meaningful research. By presenting your company as offering the solution, you can stamp your authority on the issue.

The challenges facing your industry will vary according to your line of business, so choosing the right topic is vital. But the premise is the same. Your white paper should put forward the problem and recommend a viable solution.

It sounds simple when presented this way. But It’s crucial to strike a balance between creating an informative non-promotional report while demonstrating that your business can help provide the answers. A white paper is not the place for brand promotion. According to AdAge, some 60% of survey respondents turned down content that sounded like a sales pitch.
Let’s take an example of a growing challenge facing the HR industry: attracting and retaining top talent. According to a poll by Gallup, some 60% of millennials are open to exploring different job opportunities. In other words, “For businesses, this suggests that half of their millennial workforce doesn’t see a future with them”.

Considering that millennials will comprise three-quarters of the global ecuador mobile phone numbers database workforce by 2025, this is the type of problem that would certainly command attention.

If you can capitalise on this by highlighting how your company’s talent acquisition solution can help, you’ll show a compelling need for your service. And demonstrate your authority at the same time.

The tone and style of your B2B marketing white paper
Your white paper needs to be at least two things: evidence-based and seamlessly constructed. As an in-depth, extensive report, this is not the place to cut costs. It should be backed up by references from reliable sources and feel like it’s been written by experts.

Any original research that you can carry out will support the perception of quality and expertise. It will also encourage audiences to associate your brand name and voice with deep knowledge and insight.