Used frequently as government communication tools, white papers are very rarely given attention as a marketing device.
More modern businesspeople, however, are realizing how they can help with information marketing.
By writing them to highlight common business problems along with your own company's solution to them, you can attract new customers to your products and services.
The basic structure of a white paper is a document written on a common business problem in a scientific style.
They always conclude a solution to the problem they discuss.
Businesses who use them to market their products and services should remember that potential clients reading them want to get all the information they need to make a smart purchase.
Readers want to be educated by these documents; marketing is just an additional bonus for you.
Hard prints have been the most traditional form of white paper distribution for many years.
The Internet, however, now allows you to get them quickly to a much wider audience.
The best way to do this is make your documents available as Adobe PDF's on your company's blog or website.
Another good place to post them online is on industry blogs.
People interested in your products and service are probably interested in finding solutions to their business's problems.
That will make them want to read your white papers and find out more about what you offer.
The great part about this marketing technique is that it is a soft-sell that focuses more on informing the client than selling to them.
This puts readers at ease and actually makes them more likely to buy from you than people contacted with other marketing efforts.
If you want your B2B company to stand out as the best in its field, you will need to be considered an expert by your customers.
A great way to achieve this is by educating them with white papers.
By distributing them widely and focusing on their educational content, you can benefit your business in a big way.