Whitepapers are among the top lead generation tools of B2B marketers. Moreover, but they must present unique information to warrant an exchange of information.
After all, the lead is giving up their name, contact, and demographic data for a free asset.
This is enough of a deterrent for the lead to bounce if the landing page doesn’t convey enough value.
Wikipedia defines B2B whitepapers as:
“…papers (that) use selected facts and logical arguments to build a case favorable to the company sponsoring the document.”
To me, this is a fair definition since whitepapers not only inform an audience but also present their brand favorably.
They are editorial content that informs opinions, not unlike a journalistic op-ed or even a sponsored article.
In this article, you’ll find 10 creative whitepaper concepts that will stand out in social media feeds, email newsletters, and programmatic advertising so you can score big with your B2B audience.
1. A Guide Written By A C-Suite Member
With this idea, you combine thought leadership with the level of detail required in a whitepaper to shape opinions in your niche.
Rather than a faceless document, it is authored by a C-suite member, such as the Chief Executive Officer (CEO) or Chief Technology Officer (CTO).
These often cover a pressing issue in your industry.
What makes these whitepapers stand out is their personal voice, which sparks a connection and conveys trust.
Include the author’s contact information in the footer so readers can get in touch easily with their thoughts or feedback.
2. Whitepaper With Results From A Survey
Polling your audience is a great way to cater to their interests.
After all, people in your industry want to know what other decision-makers in their niche are thinking, so they often crave credible data from surveys.
You can conduct a survey on your own (or hire a survey provider) to glean insights from your audience.
This can be buyer behavior, industry outlook, or even top challenges and ideas on how to address them.
From this data, create a whitepaper that showcases the results but also provides commentary by experts on these ideas and what they mean for your industry.
This type of content positions your brand as an authority, which in turn will serve as a lead magnet for prospects that trust in the quality you bring to the table.
3. Predictions For The Next Quarter (Or Fiscal Year)
Whenever a new quarter looms, marketing Benin Phone Number and sales teams are under pressure to strategize how they will improve (or recover) their pipeline productivity.
Thus, a whitepaper with predictions provides valuable guidance for these professionals to mould their strategies.
These predictions can be backed up with data on trends, hashtags, and even interviews with decision makers across the industry as to what they can expect for the months ahead.
Unlock (not provided) with Keyword Hero
See all your organic keywords in GA and their specific performance metrics. Free Trial. Cancel anytime. Professional support. 4-minute setup.
4. Insights From Academic Research
Worldwide, academics are publishing valuable research for your audience that you can leverage to create groundbreaking, credible content.
All it takes is for you to check scientific paper websites such as JSTOR and Elsevier with keywords that pertain to your niche.
And if you want to get local, contact your regional university for research to fuel your whitepaper ideas.
Just don’t forget to credit the authors.