#13 – How to write a B2B white paper 101 (with Caroline Voaden @ STORY)
Up next, a conversation with Caroline Voaden. She has over 9 years of experience in copywriting and content strategy for B2B. Her favourite topic are white papers for reasons you will learn by listening to the episode. Since, I'm in the middle of publishing a white paper, I had even more questions than I normally do. If you're a person like me who constantly explores new ways to create valuable pieces of content for the audience, you'll find this conversation extremely insightful. I've learned that: White papers provide long-term value - They are a worthwhile investment that supports ongoing marketing goals. Different types cater to various funnel stages - White papers can engage audiences from awareness to decision-making. Stakeholder alignment is essential - Coordinating input from all stakeholders helps create focused, cohesive content. Prioritise education over sales - White papers should inform and educate, building trust rather than pushing a direct sale. Fact-checking is critical - In the age of AI, accuracy is essential to maintain credibility. Long-form content remains valuable - White papers continue to hold relevance, especially for in-depth insights. Dedicated landing pages boost visibility - A specific landing page helps ensure the white paper reaches its audience. Repurpose white paper content - Content can be transformed into multiple formats for broader engagement. Track Marketing Qualified Leads (MQLs) - MQLs are a key metric to measure white paper effectiveness. Nurture leads with email sequences - Follow-up sequences with white paper downloaders can improve conversion rates. Plan robust distribution strategies - White papers require thoughtful, targeted distribution for maximum impact. In this episode, we cover: (01:22) Why white papers matter in B2B marketing (04:17) Types of white papers: vanilla, strawberry, and chocolate (07:46) Advantages of white papers over other formats (10:11) Challenges in creating effective white papers (21:17) Research and data collection for white papers (40:42) The Importance of writing before designing (41:57) The act of writing: tips and techniques (43:50) Overcoming writer's block and research strategies (49:35) The myth of short attention spans (54:46) Using AI in copywriting (58:24) Effective distribution of white papers (01:05:27) Measuring success: metrics and KPIs Listen to this episode on: Spotify: https://podcasters.spotify.com/pod/show/whatsweb/episodes/13--How-to-write-a-B2B-white-paper-101-with-Caroline-Voaden-e2q7rkb Apple: https://podcasts.apple.com/us/podcast/13-how-to-write-a-b2b-white-paper-101-with-caroline-voaden/id1524693328?i=1000674685327 YouTube: https://youtu.be/J49pRlV1zIQ Where to find Caroline Voaden: LinkedIn: https://www.linkedin.com/in/caroline-voaden-34002166/ Website: https://www.storycopywriting.co/ Where to find me: LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/ Website: https://nerdcow.co.uk/ Newsletter: https://webabunga.com/ Thanks! white papers, B2B marketing, content marketing, lead generation, stakeholder alignment, research, data collection, marketing funnel, content strategy, business objectives, white papers, research, writing process, storytelling, data representation, fact-checking, engagement, proprietary data, narrative structure, content strategy, content creation, readability, AI tools, white papers, distribution strategies, marketing metrics, behavioral fit, MQLs, white papers, lead nurturing, content marketing, email sequences, instant access, credibility engine, marketing strategy, content creation
