Originally published February 7, 2022 , updated on January 18, 2023

Finding reliable white paper writers can be difficult. With a growing number of in-house writers, freelancers at your fingertips, and numerous content marketing agencies to choose from, the process can seem daunting, to say the least. 

How do you choose the best and most talented writers who can get to the heart of your brand message, properly inform your customers, and generate successful leads? What if we told you that finding the perfect writer can go from tedious to effortless with a few tips and tricks and a little know-how? Here is how to find the most suitable white paper writers for your business.

What to Do Before You Start Searching

To get started, determine your tone, target audience, the problem you are addressing, and the solution your products or services can provide. Do you have keywords, goals, or calls to action you want to include? You can benefit from gathering examples of the types of white papers you like so that you can share them with your potential writer or agency when you connect.

Choosing White Paper Writers – Go In-House, or Outsource?

It may seem tempting to put your internal marketing team in charge of white paper content writing. After all, they know the industry, have a deep understanding of your company’s culture and tone, they’re readily available to you. This may ring true, but this format of content is a speciality.  Unless you have the skills for it in your marketing team, it’s unlikely you’ll get this project right. 

Your internal staff may be well-informed about the topic at hand, but if they don’t know the intricacies of writing a successful white paper, you run the risk of losing the reader or potential customer. Simple things like unnecessarily complicated jargon, terms, or a tone that is not familiar or friendly enough to can result in a loss of engagement. A white paper should inform and persuade the customer, but it never directly advertises. The customer ultimately decides whether or not to agree with the content’s arguments, which takes time, skill, and a smooth, persuasive presentation.

The Benefits of Outsourcing

1. White Paper Writing Services Optimise Content for Google

This format of content is a powerful marketing tool that can be used to drive traffic to your website if harnessed correctly. Any marketing campaigns attached to this paper must have an integrated approach to SEO. This is where hiring a white paper writer who is proficient in SEO keywords, analytics, and trends will come in handy. If you are looking for someone to write a white paper, you should look for writers at a reputable content writing agency who can demonstrate their SEO skills. 

2. Outsourcing Makes Better Use of Your Resources

When you choose to outsource your writing, you save time and resources and get a fresh perspective and the opportunity to look at your brand or product through a whole new lens. In addition, outsiders are more likely to spot the blind spots and inconsistencies of your product/brand. 

3. Your Content Marketing Will Be More Efficient

Outsourcing writing to professionals usually takes half the time that takes to do it internally. The wait time for a white paper writing agency like Goodman Lantern to create the first draft is 72 hours after the brief (of course, this depends on the length and difficulty of the project). 

So, You’ve Decided to Outsource. Do You Choose a Freelancer or an Agency?

You have two choices here: Choose a freelancer or hire an accredited content writing agency. It all depends on your time, budget, and preferences.

Using a recommended freelancer may be less expensive, but it’s not as consistent, diverse, or reliable as an accredited content marketing agency. You risk receiving (and paying for) work that does not quite hit the mark. Not to mention, freelancers also have limited resources. That means you may have to find your own designer, copywriter, and editor to fine-tune your copy, which means even more work for you in the long run. Why not save yourself the trouble and opt for an agency that can handle the entire project instead? After all, they have a whole team ready to work for you. Editors, designers, copywriters, and researchers – all included. 

Also, you can be sure that an agency has all the necessary resources and technologies to equip the content with the appropriate keywords and tone of voice. This will actively draw attention to your website with the goal of generating leads and potential sales. If you are unhappy with the project, a good agency will be happy to provide unlimited revisions until you are. In addition, the team will likely have a designer to create any graphical elements, charts, or infographics you want to include in the paper, as well as a senior editor to perform the appropriate quality control. After all, attention to detail is essential when writing white papers. 

Here Are the Steps to Take if You Are Looking for White Paper Writing Services

Do they have a demonstrated history in this format of content? How can you tell they understand content marketing and know the importance of investing in it? Pull up your favourite search engine and see which agencies are easy to find when you search for “white paper writing services” or similar terms. If the agency shows up in the first 3-5 lines of your search engine, you know their marketing strategies are working, which means they can probably help you rank too.

A good white paper includes compelling data and a digestible design. Do some research and interview a few different content marketing agencies. What is the quality of their website? Do they respond appropriately and promptly? Are their skills personalised? Do they have good online reviews? Do they cover topics related to your industry? 

Ask for test pieces, if needed. Make sure they are accurate and have the correct references. Do not be afraid to ask questions – you need to feel comfortable with the decision you are making. A content marketing agency that takes a fresh, innovative, and personalised approach that appeals to you is more likely to appeal to potential clients. 

Final Thoughts

Prices vary and depend on the length and format of the content, especially if it requires research. But remember: you get what you pay for. Investing in an excellent white paper writing services will save you time, money, and energy in the long run and will eliminate the fear that you might lose potential clients due to poor marketing strategies and scam writers.

You can eventually find the right white paper article writing agency for your business by asking the right questions. And the right agency will find a suitable writer for you.

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