Guides & White Papers
Putting quality guides and white papers on your site is a surefire way to get more solid links and help you stake your business's claim as an authority on a particular subject. Be careful not to abuse this platform for self-promotion. State the facts, back them up. Offer resolutions and informed opinions and analysis.
Before you begin writing a guide or white paper, define your marketing objective. Ask yourself the following questions:
- What topic will most appeal to my readers? Offer your readers timely and useful information.
- How do I communicate the value of my product or service? Put yourself in the reader's shoes. What would you want to know? What topics can you cover that could fill a hole in what your competitors offer?
- How much detail should I go into? Whether you're offering "how-to" tips, a buyer's guide, or an overview of industry trends, keep the writing clear and concise. Know what you want to say, and say it. Some of the best sales-oriented guides and white papers help potential customers understand how and why your product or service will help them. Don't gloss over the details. The purpose of a guide or white paper is to educate your audience.
- What sort of information should I include? Beyond a clear and concise explanation of your topic, you may also include tables, charts and graphs, along with screenshots and quotes. Cite third parties whenever possible to enhance credibility. The more thorough your white paper, the better.
