Solve problems. Gain prestige … and maybe clients.
Well-written white papers attack a problem consumers have by offering insight on what hasn’t worked and what will work. Or they examine a new trend, and how that can benefit consumers. Or they identify weaknesses in current processes and offer a way to buttress those weaknesses.
Whatever the specific purpose, an expertly written white paper positions your company as a thought-leader by giving practical, insider advice that the audience can immediately act on. And, of course, it subtly positions your services as the answer to their problems.
For these projects, I research the topic, including pain points, history, other options, and the best solution; interview SME(s); then write the in-depth report. I can also bring aboard a skilled designer to give the white paper—which will include boxes, graphics, and illustrations suggested by me—a clean, sharp look.