Originally published October 24, 2022 , updated on July 18, 2024

Marketing in a B2B context is entirely different to marketing to consumers. Both require a tactical approach, but B2B companies generally need to establish themselves as thought leaders to appeal to prospective clients.  If that’s your target market, your company will benefit from being as tactical as possible about the content tied to your brand.  

One of the most effective methods of establishing thought leadership is publishing data-filled whitepapers and industry-relevant reports. But these in-depth content pieces require an expert approach involving extensive research and compelling content creation. That is why most businesses outsource the process to whitepaper writing services.

Working with professional writers is one of the best ways businesses can connect with their audience, and we’ll discuss how this applies to whitepapers in this article. 

Business Whitepapers Explained

A whitepaper is an in-depth analysis of a topic based on factual evidence. This nature of whitepapers means they’re often more formal and structured than other pieces of marketing content. 

Here are some of the things that businesses can use a custom whitepaper for:

• Offer solutions to an industry problem
• Inform readers about an issue
• Provide topical insight with supporting data or case studies
• Promote a certain methodology

Perhaps the most attractive use of all is that whitepapers can set up businesses as the go-to option in their industry. These reports allow businesses to address their audiences and other businesses in their industry from a position of authority. In doing so, they’re able to gain a degree of respect from their audience. And, even if the people reading the paper aren’t yet ready to commit to the service or purchase the product the business is offering, they will likely begin to associate the brand with their offerings. This is where the true value of whitepapers lies – it allows businesses the opportunity to embed themselves as figureheads in their industry.  

Whitepaper Writing Services Explained

The best whitepaper writing service will help businesses by shouldering the workload of conducting research and producing quality content. Few businesses have the internal resources available to plan, research, write, edit, design, and distribute whitepapers from start to finish. Even if a business has a team with the skills and expertise to create a whitepaper, they’re likely preoccupied with other essential tasks. And the only thing worse than not having a whitepaper is having one that was produced half-heartedly. Fortunately, whitepaper writing services take care of every stage in creating data-driven content.

The aim of a whitepaper is to provide businesses with content that is 100% original and that contains a wealth of factual data. Whitepaper writing services add to this by ensuring that all the information you use is as relevant as possible. This means using only the most recent case studies, reports, and surveys.

Professional whitepaper writers will also ensure that a business’s voice doesn’t come across as robotic. Instead, any tone or style they’ve already established in their content will remain. These services allow new whitepaper content to fit seamlessly into a business’s pre-existing content portfolio.

How Custom Whitepaper Writing Services Can be Helpful For Businesses

Custom whitepapers are often unique to a business’s products and services. This means they can be powerful marketing tools. When whitepapers engage with industry topics, they can provide consumers with real value. As such, their main strength is as pieces of inbound marketing content. A study by Accenture reveals that 61% of all B2B transactions now start online. Custom whitepapers take advantage of this by attracting a searching audience. They provide an analysis that potential customers probably won’t have read elsewhere, which is great for SEO. 

Build Brand Authority

The density of facts and figures within professional whitepapers makes arguments all the more convincing. This means when businesses offer practical advice to readers or provide solutions to their issues, they’re more likely to take notice. It’s a simple case of show, don’t tell. Over time, consumers can come to respect your brand as one that is out to better the industry as a whole.

Whitepapers can then leverage a business’ newfound level of authority by building trusting relationships within a chosen audience. A survey by HubSpot found that 85% of consumers won’t consider a brand that they don’t trust. As such, publishing custom whitepapers can be a great way to get the edge over one or more of your competitors. More importantly, trust can also help make CTAs more effective, as potential customers can see the business have a firm grasp of the problems they face.

Educate the Audience

Custom whitepapers are called such because they’re designed to be valuable sources of information for a specific audience. Whitepaper writing services research not just the information for the content, but to understand what information is most appealing to the target audience. This educational role entices people to read the content, as it promises that they’ll get value out of it.

Businesses might not necessarily be giving this information away for free, either. Creating a mailing list for people to access whitepapers can be a great way to interact with a target audience more intimately.

Simplify Complex Topics

Regardless of the technical themes and ideas in the content, whitepapers should be as accessible to consumers as possible. The best whitepaper writing services will identify industry jargon and omit it from the content. Speaking to the audience in plain terms makes data easier to digest, which can be an incentive for them to keep reading. 

The Whitepaper Writing Company That’s Right for You

So why should you choose Goodman Lantern? We take the time to craft your whitepapers from the ground up, thus ensuring they provide real value to your audience. We’re a content creation agency that has done this repeatedly over the years for industries of all kinds. No topic area is too niche for our team, who are committed to helping businesses grow. 

Get in touch to boost your content marketing efforts today.

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