Why whitepapers shouldn't sound academic

Most whitepapers are way too hard for your audience to read. Here’s why:

- They’re written in a formal, academic style that makes it feel like your researching something for school

- Giant paragraphs with long sentences create impenetrable walls of text

- Most people have to Google vocabulary words as they read them (I don’t mind because it expands my vocabulary, but your prospects probably do)

Here’s what a whitepaper should be:

- Interesting and educational

- Easy (and dare I say fun?) to read

- A strong business case

- Packed with compelling results and/or stats

- A thought-provoking fresh perspective (and maybe even some storytelling)

Whitepapers don’t need to be academic. If the point of a whitepaper is to demonstrate your use case, create a narrative that your prospects can get on board with, or educate your core audience about something useful, don’t you want people to read it all way through?

If you’re interested in writing better whitepapers—ones that position your company as a thought leader and attract the kind of audience you want—let me know and I can give you some tips (or you can hire me, but happy to connect and give free advice too).

#whitepapers#B2Bcontent