How To Write Winning WhitePapers

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A cryptocurrency whitepaper enables projects to explain their products and goals to their audiences.

Projects can freely choose what kind of information they want to provide, but whitepapers usually include an overview of the project’s goals, tokenomics, products, features, and information about the team

A whitepaper summarizes, in a single document, the important information related to a blockchain or cryptocurrency project.

It’s a popular way of explaining how a certain project works and what problems it’s aiming to solve.

If you are looking for whitepaper creation services for your crypto project, then we can do it for you.

Gordon Graham is a leading expert on white papers, with experience working with top Fortune 500 companies such as Google, Oracle, and Intuit.

He’s interviewed over 200 C-level executives and written over 170 white papers, positioning himself as a B2B copywriter.

His career went from technical writing for software companies, and journalism, to marketing executive before finally becoming an independent copywriter specializing in white papers and case studies. In this podcast episode, Gordon and the host discuss the value of white papers as powerful marketing tools to differentiate oneself from other companies.

Gordon Graham is a white paper writer and consultant with a background in technical writing, marketing, and journalism.

He’s now an independent B2B copywriter specializing in white papers and case studies. He has more than 20 years of experience in this field. He shares his story of how he became an expert in white papers, and the importance of using customer stories and white papers to stand out in the consulting industry.

Customer stories are so powerful because you can repurpose them in about 25 different ways.

Using customer stories and white papers can be really useful in enhancing your marketing efforts. Customer stories are extended testimonials from third-party sources and are more reliable than advertising because they are based on real-life events.

White papers address a larger problem, which affects an entire industry or niche, and provide the insight needed to help business decision-makers understand and solve the issue.

As a former VP of Marketing, you used customer stories to drive marketing success. To create a customer story, you will need to find a satisfied customer and make them agree to be interviewed. Then you craft a one or two-page article, format it as a PDF file, and post it on your website.

Customer stories can be repurposed in various ways. They can be featured in company presentations, used in response to RFPs, or sent to prospects. You will want to have a customer story for each major customer segment, and to release a new story every six months or so to keep the content fresh.

White papers can also be used for marketing. One of the white papers you created was called “How to Unleash the Power of Your ERP System with Barcoding.” It was published as a 48-page booklet and took the form of a fictional customer story that followed the journey of two characters, Victor (the Vice President) and Ivan (the IT advisor), as they walk through a tricycle factory. The story was interspersed with dialog and interesting factoids about barcodes, and cost $25,000 to produce.

However, it resulted in millions of dollars worth of sales. The West Coast sales representative noted that when he presented the handbook to prospects, he could see in their eyes that the company’s position on the vendor list had been elevated.

If you put out useful information that helps your prospects understand an issue or solve a problem, they are going to eat it up.

B2B buyers often serve themselves by searching on Google, clicking on a website, and exploring. They do not care about a company’s image, logo, or website design, but they care about their own problems. To effectively engage with prospects, B2B vendors should focus on making content that addresses their problems and provides useful information and knowledge. You can do it by using white papers, customer stories, or other forms of marketing with content.

White papers are the king of content, as they offer B2B buyers a well-researched and substantial solution. They are more comprehensive than other forms of content, including videos, which are becoming more popular. Although videos are a great medium, they are not as effective in complex B2B sales, where a thorough understanding is needed. Producing a video that is as effective as a white paper requires a high budget and an experienced team.

In the end, white papers effectively summarize a vendor’s best thinking, arguments, and competition, making it easier for business buyers to make informed decisions. Videos are great, but they are not a substitute for the depth and comprehensiveness of a white paper.

The most valuable business processes are unstructured.

White papers can be a highly effective marketing tool for companies of all sizes, whether they are consultants or technology firms, to differentiate themselves in the market and earn the trust of potential clients. For example, a one-person consultant used a 15-page report called “How to Pick the Perfect Flavor for Your Next White Paper” to educate readers on the three main types of white papers, and received great feedback.

Another consultant used a white paper to discuss “Six Things You Must Know Before You Buy a Business Process Software.” This white paper helped prevent potential clients from making a costly mistake by purchasing software that may not be suitable for their business. The numbered list format of white papers is popular and can be reused as blog posts.

Companies that provide valuable information to potential clients are more likely to be trusted than those who just try to get them to sign on the dotted line. Marketing with content is a way for consultants to stand out from the competition and establish themselves as a trusted advisor.

Marketing with content is the way to gain an edge in becoming a trusted advisor, which is exactly what consultants want.

For consultants, having a specialization is crucial to building credibility and authority. The common fear of limiting potential business by focusing is proven to be false because having a clear specialization often leads to more business opportunities. Consultants can still work outside of their specialization if it’s a good fit with a client. By having a specialization, consultants attract new clients who want to know if they can help with their specific needs.

Specialization has two dimensions; horizontal and vertical. The horizontal specialization focuses on a specific type of task, like writing white papers. The vertical specialization focuses on a specific type of company or industry, like B2B software. A consultant can have a combination of both for a super-focused specialization.

To create a white paper, consultants should be able to put themselves in their prospects’ shoes. Start by identifying their problem and offer your best solution. Don’t be afraid to reveal your methods and offer valuable information that can help your prospects. Having customer testimonials or stories can also help prove your results.

The ultimate way to prove your results is to have your own customer stories or testimonials.

A numbered list is an effective way to showcase your expertise and address common challenges faced by your prospects.

Start by identifying one of their biggest issues, then brainstorm a list of 20 tips, questions, gotchas, or best practices that can help solve that problem. Narrow it down to the most impactful 6-8 items, then write a couple of paragraphs under each one to create a useful white paper.

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