3 Keys to a Useful White Paper

We provide a lot of copywriting here at Wordsmithie, for projects ranging from case studies to email blasts to web pages. White papers are particularly challenging. A white paper provides your point of view on a topic that’s important to both you and your customers or clients. It helps build or enhance your credibility. Here are three things you need for success:

A strong topic
It’s not enough for somebody to say, “We need another white paper.” You have to know precisely why you need one and what you want to say in it. What’s most important for you to communicate to your audience today? What do people need to know, and why do they need to know it? Creating a white paper just because you haven’t written one in a while probably will result in a mushy and uninteresting piece.

A unified POV
Naturally, there may be debate or even disagreement within your organization about what to tell your audience and how best to say it. You need a unified point of view, and writing a white paper isn’t an effective way of finding it. Reach a consensus before you begin. You’ll save a lot of time and expense by not arguing about it during copy revisions.

An eloquent voice
You have a good topic. Now, who is passionate and articulate about it? This person doesn’t necessarily have to be a writer—Wordsmithie can handle that for you. But someone in your organization must be able to explain the topic’s importance to the copywriter, and deliver the details that your audience should know. Granted, we might also need to interview other stakeholders within your organization. But having a champion—one solid, go-to person—will simplify the process enormously.

Once you have a topic, point of view and voice, you’re all set to begin. Contact your Wordsmithie team and get going.

ABOUT Laura Bergheim

The founder and CEO of Wordsmithie, Laura has more than two decades of experience as a journalist, author, content creator, agency owner and creative strategist. She founded Wordsmithie in 2010 after leaving Google, where she was a senior content strategist and senior editor for monetized products such as AdWords.