How Guides & White Papers aid in website promotion

Guides and white papers are an extremely popular marketing tool used by businesses to promote a particular product or service, to showcase their knowledge about their industry, or to point out an industry problem or issue - with a solution. Best of all, a properly written guide or white paper can generate major publicity.

Guides and white papers can cover a variety of topics and can help a business stake its claim as an authority on a particular subject. Looking to provide your sales team with material to close a deal? Equip them with a well-written white paper to help influence a potential client's decision. Want to show customers that you understand your industry's challenges while offering a solution? A guide can provide you with an opportunity to explain the issue with a step-by-step guide to overcoming the problem.

A useful white paper is informative, engaging and unbiased. Be cautious not to turn off a potential customer by droning on about how great your product or service is. State the facts, back them up. Offer resolutions.

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, useful and objective information. Select the right subject matter and you could convert a reader into a customer.
• 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 useful "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. Effective guides and white papers help potential customers understand how and why your product or service will help them. Don't gloss over the details.
• How objective should I be? The purpose of a guide or white paper is to educate your audience. If you're writing about a problem currently affecting the industry, your guide should be an unbiased account of the problem, as well as a potential solution. Cite third parties - including industry-leading sources - whenever possible to further demonstrate your guide's validity.
• 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, quotes and attributes to experts in your field. The more thorough your white paper, the better.
• What if I can't write? A guide or white paper is a marketing tool for your company that could be read by thousands of potential clients. It's best to have an experienced copywriter with guide and white paper experience to create these materials.

Need more information about website promotion? Fathom SEO offers an Online Public Relations program to help magnify your proven expertise on the Internet. Our team of skilled copywriters can help you create articles, guides and white papers, while helping you distribute them to your targeted audience on the Internet.

Contact us today for more information.