With so much focus on social media, many have overlooked a powerful marketing tool: white papers.

What are white papers?

A white paper is an informational document published by a company or non-profit to highlight the features of a solution, product, or service. White papers address industry issues and position your company as the expert solving those problems. By providing an in-depth overview, you establish yourself as an industry authority.

White papers are used to persuade potential customers to purchase your product or service or educate prospects on a topic, leading to sales. They offer an unbiased overview of the problems your product or service solves, building confidence in the purchase.

Originally, white papers were published by governmental agencies, think tanks, and consultants to present findings formally. With the growth of content marketing, businesses now use white papers to generate interest and establish thought leadership.

Creating and publishing white papers can help companies and non-profits establish expertise, make a business case, generate sales leads, and grow their customer base or email list. They inform and persuade effectively.