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The power of the white paper

May 3, 2017
The power of the white paper

White papers certainly aren’t new to the content marketing arena – but despite the growing number of tools in the marketing tool kit, white papers can still be one of the most effective.

A well-executed white paper can help to set up new relationships, build trust and position organisations and people as critical thought leaders.

If a white paper isn’t already a part of your content marketing strategy – it probably should be.

Here are our top three tips to leverage the power of the white paper.

1. Provide rich content and valuable insight

A white paper should offer rich content and expert insight – so that readers see it as an exchange of value rather than an interruption, or heaven forbid, a sales pitch. After all, in our increasingly time-poor world, readers won’t waste their time on content that doesn’t bring them something they can use.

A white paper should include:

  • Rich, substantive content that educates, not sells
  • Fresh ideas or insights that prompt innovative thinking
  • Sound data/research findings
  • A clearly communicated position of findings

2. Tailor your content to your audience

With so many competing voices in the content marketing space, it is more vital than ever to ensure your white paper and the perspective it takes is one that connects your stakeholder drivers and addresses the issues they care about.

Connect with your targets by:

  • Carefully mapping out your target stakeholders – Who are they? How do you reach them?
  • Thinking about the challenges they are experiencing and offering solutions
  • Writing in your stakeholder’s language – making content digestible and easy for them to understand

3. Leverage the content

A well-crafted white paper can provide a base for content that can be adapted and tailored across a range of platforms. Establish a position on your topic – yes, you must offer an opinion – and create a range of content pieces to profile experts, expand on key themes, capitalise on key findings, and start conversations.

Consider repackaging content to:

  • Create share-worthy social media content including videos and infographics
  • Generate a presentation – then have your expert/s present your findings in a road show to key stakeholders
  • Uncover news angles and pitch to media relevant to your target stakeholders
  • Post on your website and/or blog increasing your SEO at the same time

Intern at BBS

BBS operates a University Internship Program which offers placements in line with the university semesters, plus holiday period intakes, generally June/July and December/January/ February.

We accommodate trimester students and our program is open to applicants who are pursuing an internship of their own accord outside of the standard university semester calendar.

As a BBS intern you can expect to work alongside experienced professionals on real client projects, an environment which provides an accurate picture of what life as a communications consultant is like. You’ll also have a portfolio of work to take you forward to a future role.

BBS interns are always considered first for our graduate roles and many of our former interns have gone on to senior roles within our firm.

Working in a consultancy is diverse, fast-paced. It’s often said that “you’ll learn more in your first year in consultancy than in your first 3 – 5 years in another role”.

To apply for a BBS Internship, please email the Intern Program Coordinators with the following:

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