In a world where we want access to quick, bite-sized 30-second summaries at the click of a button, you may be tempted to think that long-form copy like white papers have had their day… Well, you may be surprised to know that, despite our alarmingly short attention span, we still hold white papers in high esteem. Junior Copywriter and Proofreader Rachel Welland explores why white papers continue to thrive, and what makes them such a powerful tool for businesses and readers alike.
So, what is a white paper?
A white paper is an in-depth, well-researched, long-form document that explores a specific topic, challenge or solution. Its primary goal is to inform, persuade or influence decisions – not to sell. Think of it as a cross between a research report and a thought leadership piece, written in a compelling and digestible way.
It’s not just someone’s opinion either. A strong white paper is backed by data, statistics, expert insight and credible sources, making it one of the most trusted forms of content available.
Why do people still read white papers?
It’s easy to skim a blog or rely on AI-generated summaries on our chosen search engines, but when someone really wants to understand something, that’s where the white paper delivers. The long-form layout offers nuance and detail that can’t be achieved in a 500-word blog or article; educational by nature, they’re not written to support a particular agenda but rather to put forward a researched point of view.
Additionally, readers are quick to recognise and appreciate the effort and research that goes into a well-written white paper; it encapsulates a human voice that exudes reliability and knowledge, something that AI can’t. This is a huge advantage for businesses who use white papers as it demonstrates their expertise in their field and propels them into a position of being regarded as a credible thought leader.
Why are white papers so valuable for businesses?
White papers benefit businesses and brands in multiple ways through the way that they’re able to address complicated issues, new legislation changes, technology updates and much more. They can work alongside pre-existing marketing or sales campaigns and offer a deeper context around a product or service, reinforcing its relevance in the market. And the business becomes more established as a trusted voice in the industry and an appealing brand for future sales.
What makes a white paper effective?
In order to make your next white paper impactful, there are a few steps you’ll need to follow…
- Conduct thorough research – Using a wide variety of reliable and relevant sources that drive the facts in your white paper gives you and your brand the expertise credibility that you’re trying to achieve.
- Create a logical structure – Ensuring that you have the relevant information to hand is one thing but making sure that your information flows in a logical manner is just as important. Break up your copy using subheadings and use clear formatting to ensure better scann-ability and readability.
- Make your presentation engaging – A white paper allows for the use of visuals, illustration and infographics to effectively convey statistics, making the long-form copy more digestible. Consider using bullet points and interactive elements to aid with this too.
- Use the human voice – AI may be on the rise, but humans still trust the human touch more. Use the longer word count to incorporate your brand’s tone of voice to showcase personality as well as an authoritative voice in the industry.
You’re a marketing agency; you must be selling something…
At Denfield, we’re a full-service marketing agency partnering closely with clients to truly understand what your business and your customers need. Combining thought leadership, creative thinking and data-driven research, we’ve produced thought-leadership pieces including white papers across a variety of industries, from automotive to childcare.
But does that mean we fibbed when we said white papers aren’t designed to sell?
Nope! White papers should never sell. But by building trust, showcasing your expertise and nurturing audience interest, it goes without saying that if you do that well, the leads will follow…
Ready to start the conversation? Get in touch with us today.
The enduring power of long-form content in a distracted digital world
White papers aren’t going anywhere. In fact, they’re even more relevant in age where mistrust in the news is rife. By having a format that’s trustworthy, accurate and authentic, white papers stand out in an AI-saturated content world. So next time someone says: “No-one reads long copy anymore,” you can prove them wrong.
What’s the most impactful white paper you’ve read? What makes informative copy stand out to you?
Ready to
work with us?
Want to collaborate?
Work with us
info@denfield.co.uk
Want to say hello?
Call us
01926 881178
