Don't let this happen; it will immediately turn your readers off. It will add value to your white paper and you'll increase the chance that the expert shares your content with his or her extensive network. The term "white papers" originated in England as government-issued documents. U Before addressing anything else, we first need to talk about the format you'll use. Are you writing about changes to privacy regulations in the tech industry, or about the effects of farming on biodiversity? Naturally, this made most pages both unreadable and unnavigable on smaller devices. Businesses — especially in the consulting, financial, or B2B sectors — use them to communicate their organization’s philosophy on a topic, make the case for the superiority of their product, or simply to present research findings related to their field. INFORMATION PAPER. These choices and priorities affect layout, placement, color, font size, page order and more.

� Finally, white papers are extremely useful for lead generation. Use these design elements to create emphasis on vital pieces of information. 69 0 obj <>stream In today’s business world, producing quality content is one of the best ways to get your target market's attention. Today, its value is in the number of eyeballs it can keep glued to your content and the ratio of those viewers it convinces to click through to other sections of your website. Dribbble and Behance are two networks where great designers share their latest work. When choosing the right topic, you should consider three important criteria: Naturally, finding a topic that brings points 1 and 2 together is vital. If you’re at all familiar with marketing, advertising, or online media, chances are you’re aware of how important social media is to visibility. h o Updates ethnic/special observances (para 6-3) and the calendar for years 2020-2023 (table 6-3). ...white papers don't exist in isolation but act as a member of a content ecosystem. It also narrows the scope of the research you should include. This might work in the short term for generating lists, but keep in mind that users expect more from content they “pay” for. Reaching people in these places is the best guarantee of effective distribution. Finally, filling a "content gap" will help your white paper get noticed and gain traction. Responsive design solved this by allowing elements on a page to rearrange, resize, or be completely hidden from view in response to the size of the screen. Depending on where in the buyer's journey you use your white paper, the way you'll want to follow up with leads will be different. But you must match this to the interests of your readers if you're to produce something they'll be eager to engage with. The colors and typography should be consistent with what you're writing about, the tone you've chosen, and the audience you've defined. Taking color psychology into account can help you achieve the look and feel you're after. Aggregating statistics and searching through scholarly work may take time, but the result will be worth it. In the world of marketing, a white paper is a long-form piece of content, similar to an eBook. An excellent way to do this is by using social login to gate your white paper instead of a traditional form.

Take some time to critically evaluate and research how knowledge is shared in your industry. � Here are a few important principles to keep in mind for creating a quality white paper design. Buyers prefer to purchase from vendors they trust and see as experts in their field. The quality of your gated content serves as an indicator of the quality of your brand will affect your ability to turn prospects into customers down the road. The right one will enable you as both a designer and a writer.

This well-produced special edition produced by BDO and creative agency Scripta does an incredible job of turning a conventionally dull topic into a piece of content that's engaging and comes to life. But not everyone will be ready for the same piece of content at the same time. After doing a bit of reading, start creating.

Army DA administrative publications and forms by the Army Publishing Directorate APD. Search for relevant hashtags on Twitter and Instagram. This was discussed in the previous section, but it's worth mentioning again here: another big advantage of Foleon's gating features is that when your existing contacts share your white paper with their contacts, those people will be confronted with a login form that will allow you to capture their info and expand your email list further. Good design makes bold choices and prioritizes important information. � They often include charts, graphs, tables, and other ways of visualizing data. But for this type of inbound marketing to work, two things are needed: exceptional content that visitors are eager to acquire, and a method for gating (or walling off) that content behind a form.

You gate it with social login to capture readers’ information and gain valuable insight into the interests and demographics of your consumer base. Today, the term is most commonly applied to “deep dive” style publications. This allows visitors to access your white paper with just one click. This unique one-pager presenting findings from the 2018 Developers at Work Survey demonstrates how a white paper should be done. However, you’ll notice by now the reality that your white paper fits into a larger ecosystem of marketing actions and content. When it comes to content marketing, however, the most common use for white papers over the last several years has become lead generation.

They quickly produce something mediocre and put it behind a form. You'll get ideas, make your topic more relevant, and you'll generate buzz around your content even before it's finished.

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