Developing Compelling White Paper Content

Compelling content is the heart and soul of a white paper. It is what captures the reader’s attention, keeps them engaged, and persuades them to take action. 

In the business world, content is compelling when it inspires trust in your reader. They have to trust that you know them, their problem, what they’ve tried to do to solve it and exactly where they are hurting now. Only when  you win this trust will you have earned the right to sell them a solution.

Writing a good white paper is not just science. There is an art to compelling writing. Here are some tips to consider.

Use a conversational tone

White papers should be informative, but they don’t have to be dry and overly technical. Use a conversational tone to make your content more relatable and engaging. Avoid jargon and complex terms that may confuse or alienate your readers.

Tell a story

Storytelling is a powerful tool for capturing your readers’ attention and making complex concepts more understandable. Use real-life examples, case studies, and narratives to illustrate your points and create a compelling narrative arc throughout your white paper.

Incorporate visuals

Visual elements such as charts, graphs, and infographics can enhance the readability and impact of your white paper. They provide visual representations of data and statistics, making complex information easier to digest. Ensure that your visuals are clear, visually appealing, and support your key messages.

Use subheadings and bullet points

Break down your content into smaller, digestible chunks using subheadings and bullet points. This improves readability and allows readers to scan the white paper quickly. Use descriptive subheadings that accurately reflect the content of each section.

Include call-to-action (CTA)

Don’t forget to include a clear and compelling call-to-action at the end of your white paper. Whether it’s encouraging readers to sign up for a newsletter, request a demo, or download a related resource, your CTA should be relevant to the content and provide a clear benefit to the reader.

The only way to tell if your writing is really compelling is to watch your conversion rates. Is your white paper getting your prospect to do what you want them to do? If so, you’re doing it right.

For more information about writing great white papers, check out our Leader’s Guide to white papers.