A white book or white paper is paper that explains in depth a topic of interest to your target audience without explicitly advertise your company. That is, it is a guide in which, as an expert in the field, you help readers to solve a problem or need, avoiding "self-promotion". The latter is very important, since if you do not comply you will be simply making a brochure.
eye! This does not mean that when you publish a white paper you ignore commercial interest. A white paper is a marketing tool that helps you sell without saying "buy me." It is about your potential audience positioning you as a benchmark in the sector and coming to you, rather than to your competition when they need your services.
How to create a white paper?
1. The subject
This is a determining aspect of the success or failure of the white paper. With this document, you have to make sure to answer any questions from your potential customers. In this sense, it is convenient that, first of all, you have your audience well identified. Then you will have to research it to find out what your interests are. For this, you can consult their means of reference, in addition to asking them openly through the newsletter or your social profiles. For example, if you are going to write about marketing, it can help you to enter one of the Facebook and LinkedIn groups dedicated to the sector. There you will find the most frequent doubts and you can dedicate your guide to solving them.
Once you have decided the argument it is recommended that you validate it with the audience. In other words, ask those same groups and media if the public would be interested in having a white paper that talks about that specific topic.
2. The script
You can not go through the branches. As I said at the beginning, you have to generate quality content: each of the words that your audience reads must be worth it. There is no specific extension. The only important thing is that you make sure you solve the doubts of your audience. Therefore, it is essential that before you start writing, prepare a script with the points you want to cover. That way you won't forget anything.
3. The writing
Who is going to write the book? If you're not good at writing, delegate this task. You can order it from a specialized journalist or copywriter. Another option is for you to do it yourself, and then review the text by a professional.
In addition, these types of documents lend themselves to the participation of various collaborators and partners. Creating a white paper takes a lot of work, so joining efforts can be a great idea.
4. The design
As in the previous case, leaving this task to designers is the best alternative. However, if your budget is limited and you do not have that opportunity, you can use tools such as Canva or Freepik, which will help you with the graphic elements. When it comes to layout, Indesign is a good ally although, if you have never used it, you will need some training.
5. The diffusion
Once you've created the product, you have to work to get it to the right people. In addition, you must make the effort profitable. This does not necessarily mean you have to put a cheap price on it. White papers are an excellent recruiting tool. If you demand users their email in exchange for accessing the content, you will create a very valuable database of potential customers.
When disseminating the guide, use your own media such as the Hindi portal web or social profiles. But, beyond that, it is recommended that you expand your reach with targeted advertising on networks or collaborations with media in the sector.
If you want to see a white paper example before starting to create your own, in this section you can download the Self-Employed guides.