Enterprise White Papers
Enterprise tech buyers navigate a sea of fluffy marketing content on their way to the solution they need (yours, of course). White papers are a key tool used by decision makers to conduct preliminary research and identify the criteria they need to fill their gaps.
White papers should convey a since of objectivity and authority. Your reader needs to trust your organization before they’re willing to reach out or schedule a demo.
Some tips to keep in mind while crafting your white paper or research report:
Help the reader create a rubric for their decision
Balance text with clear diagrams and visual support
Make a clear argument for one path, while examining all paths
Cite sources in a consistent style like Chicago or MLS
Limit self-promotion to the last page
Create a strong call to action