Hubspot offers tips on getting leads from Whitepapers

In a guest post on Hubspot.com, Kuno Creative co-owner John McTigue recently explained “How to Write a Whitepaper that will Capture Leads.” He says it’s a challenge to simply write a good whitepaper, much less attract leads with it, but it can be done. The three areas where whitepapers differ from blogs, for example, are scope, style and intent.

The scope of a whitepaper is usually incredibly in-depth. He suggests thinking of whitepapers as web-based research papers. As a result, your whitepapers should be at least 10 pages long, profusely illustrated and researched, with plenty of information for the reader to absorb. Whitepaper readers aren’t looking for a summary; they want all the information you can give them right at hand.

The editorial style of a whitepaper is usually serious and professional. You’re talking to people who are seriously considering buying your product or service, so make sure your whitepapers are written, edited and formatted professionally. If you’re not a graphic designer, hire one to help you put the piece together. Even if you write for a living, show your document to at least two other writers to make sure you’re being clear, accurate and literate. Make sure you’re not saying anything potentially liable or false.

The intent of your whitepaper should be one thing: capture leads. This is business and you’re providing valuable information that most people would gladly pay to see. “Good information backed by well-documented research is worth its weight in gold,” McTigue says.