White papers can help brands generate leads, earn backlinks, win consumer trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 21, 2022, 1:15 AM GMT+0

Marketers must ensure their white papers tend to specific goals, feature original research and mention real examples to drive higher impact.

By publishing white papers with information from verifiable sources like industry reports, case studies and original research, businesses can boost their chances of being cited and earning natural backlinks. Similarly, white papers are essential to establish the brands’ expertise in the niche and earn buyers’ trust and confidence.

White papers also show that the business has access to information, which helps it take data-driven decisions. Continually publishing such white papers encourages customers and other brands to refer to the businesses for valuable insights, making it a thought leader in the industry.

Marketers can also urge customers and audiences to subscribe to their mailing list in exchange for white papers and enhance their lead generation efforts. The papers may feature internal links to existing posts or pages on the brand’s website, which readers could visit upon accessing the white paper.

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