Depending on your geographic location, the term “white paper” can mean a couple of different things.  In the UK, for instance, the term was originally used to describe government reports.  In 2006, though, white paper more likely refers to a report issued from a corporation, organization, or other non-governmental bodies.  White papers are used to publish research findings, propose ideas for an industry, or present an official organizational position.  White papers can be excellent marketing tools, if done correctly.

MarketingSherpa has a special report on publishing white papers successfully that is definitely worth a read.  The report outlines 12 steps to take, 8 tips on PDFs and downloads,  and 8 mistakes to avoid dealing with white paper syndication.  I’m going to highlight the steps and mistakes.  Keep in mind, this is only a rough summary of all the information available in the report.  There are a lot of details given for each in the report, so if a white paper appears to be in the future for you, make sure to read the full report.

The 12 Steps

1. Ask Questions Before Writing:  The basics of any writing project, figuring out who your audience is, what you’re going to say, and how you’re going to say it are an excellent first step.
2. Solve a Problem or Offer Interesting Data:  MarketingSherpa focuses on four types of white paper that seem to be the most successful:  survey data, research data, how-to papers, and educational papers.  More details about each type are provided in the special report.
3. Keep it Short:  The experts polled by MarketingSherpa say that the best length for a white paper is between 6 and 10 pages, as opposed to the 12 or more pages of yesteryear.  MarketingSherpa’s tip:  drop the “fluff talk” and stick to the facts.  Publish the most interesting parts of your white paper.
4. Have a Compelling Title:  Often times, the title of a published work determines whether or not it’s read.  MarketingSherpa suggests hiring a marketing expert to craft a title that follows a few simple guidelines:  keep it short, promise a benefit, use numbers, stick to plain English, and avoid “clever titles” or plays on words.  Oh yeah… and write it last.
5. Format for Online and Offline Reading:  Understanding how white papers usually make the rounds is helpful.  According to the report, most people scan them online or via email (if the paper has been sent to them) and then print them out for later reading.  Make sure your format is “scanable”.
6. Apply SEO Techniques to the Abstract or Summary:  Beside the fact that an abstract can make or break the interest of your reader, it’s also the part of the white paper most often indexed by search engines.  Make sure to pay attention to SEO techniques when writing the abstract.
7. Don’t Ask Too Many Questions:  Most places ask a few questions before providing a download link for the white paper.  Keep those questions to the basics:  name, contact information, and website/email address.  If you can get away with it, don’t ask any questions at all.
8. Use Syndication Sites:  This one helps with previous step.  Syndication sites require users to register, so forms are already filled in.  Pre-filled forms increase download rates by as much as 80%, says MarketingSherpa.
9. Plan Release Dates:  A little planning can get your white paper viewed much more frequently.  The more initial downloads, the higher your rankings in syndication sites top downloads and most popular sections.  That helps exposure tremendously.
10. Make Podcasts out of White Papers:  According to the report, 41% of surveyed respondents said they’d downloaded podcasts before and 60% said white papers in particular would be more interesting in podcast form.  With iPod connectivity making its way into airlines, this could be a golden opportunity.
11. Promote, Promote, Promote:  Once the paper is done, get the word out.  Press releases, journalistic coverage, and newsletters are great ways to make the existence of your paper known.  And don’t forget PPC ads in search engines!
12. Follow-up:  Once you get the leads flowing in, follow up on them.  MarketingSherpa suggests phone calls, webcasts, and newsletters as great ways to keep your leads interested and in contact.  You should always ask before sending any kind of newsletter or subscription to a lead.

8 PDF & Download Tips

1. Include a Live Contact:  Make sure there’s a live person who can help prospective readers download the PDF if it’s not working.
2. Keep the PDF Small:  Logos and artwork look pretty, but they also make your PDF huge.  People on slow connections might be less inclined to download a monstrous file.
3. Put Contact Info on Each Page:  Include your company contact information in the header or foot of every page.
4. Make Links Easy to Type In:  Remember, most people print the white paper.  So if your links are hidden in a word or a long string of complex characters, folks aren’t going to type them in.
5. Include Your White Paper Library:  MarketingSherpa suggests listing all of your white papers on the download page for your newest one.  Use a single download page and you’d surprised how many additional downloads your old white papers can get.
6. Make it Easy to Send To Others:  If you use a download page, include a handy dandy form that allows people to send a link to colleagues.
7. Respect Email Privacy:  Don’t add downloader’s email addresses to your mailing list, podcast list, or other marketing list unless you have expressly received their permission to do so.  Checkboxes on the registration form are a good way to get that permission.
8. Prominently Display Privacy Policies:  Folks are wary about giving out information online.  Supply a prominent link to your privacy policy and let people know that their information won’t be shared or sold.

8 Mistakes To Avoid

1. Bait/Switch:  Don’t offer a white paper and then include a “no obligation assessment” or “consultation”.  Offer the white paper and then network with contacts to get assessments and consultations.
2. Technical Registration Questions:  Don’t try and get a feel for the response of the target audience in the registration form.  Many times someone other than your target audience will download the white paper.  Don’t waste time or turn downloaders away by asking questions they don’t the answer to.
3. Two Questions vs. One:  To reduce the number of questions you have to ask, consider ways of combining registration questions into one.
4. Asking for a Sales Call:  Don’t even ask in the registration form.  It’s way too early in your relationship with the downloader to ask for sales calls, so just don’t do it.
5. Obvious Questions:  Avoid asking questions with obvious answers.  MarketingSherpa’s example is great!  If you’re using a syndication service, don’t ask how the person downloading your white paper heard about you.  Duh.
6. Duplicate Questions:  If the syndication site has already asked a question during its registration process, don’t ask the same question again.  Register  yourself for the service to see what questions are already being asked.
7. Don’t Use Brand Names in Titles:  Unless you are 100% sure that every single person reading your white paper will know your brand, MarketingSherpa says don’t use it.  Unknown brands turn people away from reading.
8. Keep White Papers Up to Date:  In addition to archiving old white papers, MarketingSherpa suggests updating white papers regularly with new content and information.  Peeked interest might not turn into a sale until many months, possibly years, later.  Keep your content current.

If you ever needed to know anything about publishing a white paper, MarketingSherpa has you covered.  This report is part 1 of a multi-article series on white papers.  The second installment is said to contain information on syndication services and their offerings.

If you’ve done research that you think might be of interest to others, an industry, or a research firm, consider publishing your findings in a white paper.  The MarketingSherpa special report is an excellent place to start.