Excerpted from article:
"With the rise in inbound marketing, more and more blogs are using white papers to promote themselves effectively.
A white paper is a cross between a magazine article and a brochure. It possesses both the educational qualities of a magazine article and the persuasive qualities of a corporate brochure. This combination of education and persuasion makes it one of the most powerful marketing tools.
How do white papers differ from guides and reports?
Guides and reports are helpful documents that usually dwell into the solution right away. There’s a brief paragraph or two as to why the guide is helpful and why they need to read the guide, and then the helpful information starts.
A white paper, on the other hand, dwells into the problems first. The white paper goes into detail about every problem faced by the reader and how it affects them and their business. After making the problems clear, the white paper discusses the appropriate solutions in details.
If you want to write a white paper for your blog or to promote your business you need to be clear about your aims, your audience, your topic, etc. and then decide if it would be better off to use a white paper or to stick with a guide.
How can an independent blog and a blog that is part of a company use white papers?
The different ways in which standalone blogs, and blogs that are part of businesses, can use white papers include:
- Get more subscribers;
- Rejuvenate old blog posts;
- Increase blog traffic;
- Attract backlinks;
How can blogs that are part of a business use white papers?
Below is a list of the benefits of white papers to blogs that are part of a business. These advantages usually don’t apply to independent blogs:
- Spread expertise;
- Generate leads;
- Sell products;
How to create white papers from your blog posts:
A white paper usually consists of:
> an introduction
> a statement of the problem
> an explanation of the best solutions
> a “brochure” section that explains your offering.
If your blog has been around for a while, you can probably get all the above required information for a white paper from your blog posts. In fact, you can take any solution-focused blog post and use it to build a white paper..."
Each element is analyzed with more information. Read full article here: