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In the past, the white paper was mainly an institutional support, used by politicians and NGOs. But since its appearance in France in the 1920s, it has become a very popular communication medium for corporate communication and marketing departments. Today, the white paper is a pillar of inbound marketing and content marketing strategy. It is an ideal support for businesses to occupy the space offered by the web.
A company wishing to develop its commercial relations Phone Number Data therefore has every interest in writing a white paper. Read also: How inbound marketing will reduce your customer acquisition cost 1. What content for your white paper? In a B to B context, the white paper often takes the form of a practical guide of around fifteen pages. Its goal is to demonstrate the interest of a product or service … While positioning your company as an expert on the subject.
The exercise is delicate, since it involves convincing readers, without falling into outrageous advertising. Exit all traditional commercial speech. Instead, you have to put yourself in the shoes of a journalist whose first mission would be to inform. 5 good practices in this sense: Be clear and concise from the start , with an introduction summarizing the content of the document State and explain the problem encountered by the reader, i.e.
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