To unzip the files, right click on it, then select Extract , and save it to your computer. If this occurs, click File , Save As and save the files. There are no security settings on any of the files. Remember me Log in. Lost your password? Generic white paper template with 2 column layout Document history for tracking the progress of the document across multiple reviews.
Provide customer quotes to endorse your solution. Who are these templates for? Think how long it would take you to design and format just one template!
Here, you get Raise the bar and improve the quality of your Sales and Marketing collateral Give yourself an edge over your competition. Taking color psychology into account can help you achieve the look and feel you're after. A big part of the battle is knowing the search terms that will get you the knowledge you need.
Luckily, good primers on basic graphic design are abundant. After doing a bit of reading, start creating. This is the best way to improve and create well designed white papers. At Foleon, we pride ourselves on providing a tool that makes creating responsive digital white papers easy, even for those with no prior graphic design experience. Choosing a tool like this, which takes the guesswork out of design, will shorten the time it takes for you to produce great white papers.
There is a vast ecosystem of tools out there, each of which is geared toward a different purpose and skillset.
The right one will enable you as both a designer and a writer. See how you can scale engaging content creation. For most companies, lead generation and growing lists of contacts for the sales and marketing teams are important activities. Attracting visitors to your site and offering them something of value in exchange for their contact information is a proven method for filling the top of your funnel.
But for this type of inbound marketing to work, two things are needed: exceptional content that visitors are eager to acquire, and a method for gating or walling off that content behind a form.
Many brands skip the first part and move straight to the second. They quickly produce something mediocre and put it behind a form. The quality of your gated content serves as an indicator of the quality of your brand will affect your ability to turn prospects into customers down the road. So how do white papers fit into lead generation efforts? They may act either as lead generation tools themselves or can be used to direct readers to other parts of a website that captures lead information.
Walling expert content off behind a form designed to capture personal details is one of the most common techniques for generating leads. Gated content is any content that a reader cannot access until after they input some personal information, such as their name and email address.
White papers and eBooks are two of the most common types of content used for this purpose. Typically, a company will create a landing page that includes a description — and perhaps a preview — of what information readers can expect to find inside.
The landing page will include a form for visitors to enter their personal information and thus gain access. After entering the required information, visitors are either presented with a download button or receive the gated content in their inbox. While gating your best content is great for lead generation, there are some drawbacks as well. Walling off your white paper will mean it gets read by fewer people as not everyone is willing to give away their contact details. An open-access white paper will be read by a wider audience.
Gating it behind a form, however, will prevent search engines from indexing it. If the latter is more important, then gating is a great option. This can give you the best of both worlds by allowing your white paper to reach a wider audience while still retaining the ability to generate leads.
Semi-gating gives readers a taste of your white paper without requiring them to give up any info. You can, for example, make the first few pages of your white paper open access, and then make visitors fill in a form to read more. This works well because digital content is so abundant and brands must offer more for free or risk visitors turning elsewhere.
Allow your white paper to reach a wider audience while still retaining the ability to generate leads. Offering more content for free also builds trust and brand loyalty among your readers. Semi-gating can help reach a wider audience, build trust and loyalty, increase lead quality, and still help you capture the contact information you need.
Friction is anything that causes the sales process to slow down. It can be caused by a multitude of things including poor design, confusing navigation, subpar copy, too many form fields, and more. Your ability to generate leads with a gated white paper will largely depend on how much friction is involved.
Asking for more information than you really need is one common and unnecessary source of friction that can lead to losing potential readers. The entire field of conversion rate optimization is geared toward removing friction — or making user interactions easier.
CRO specialists make forms simpler, navigation more intuitive, and design CTAs that are more likely to be clicked. Optimizing your landing page for conversions is a vital part of any lead generation campaign. But the reality is, asking for personal information will always be an obstacle for a large number of people.
So the key here is to make the process easy and noninvasive as possible. An excellent way to do this is by using social login to gate your white paper instead of a traditional form. This allows visitors to access your white paper with just one click.
Not only does this dramatically reduce friction, but it also gives you more information about your leads. Create white papers and eBooks that integrate with your favorite CRM or marketing automation platform. Get started. So, after following the tips in this guide, you create an engaging, informative white paper that inspires readers to take action and deepen their relationship with your company.
Only, the traffic never comes… Where did you go wrong? You didn't think about your white paper distribution strategy. To get eyes on your white paper, you need to be smart not only about writing and design but distribution as well. Distribution is all about identifying traction channels where your ideal customers consume content and making your white paper highly visible on those channels.
Depending on the audience you defined in the beginning, some will be more relevant for you than others.
People from all walks of life, and from all over the world, are on Facebook, Twitter, and LinkedIn. Ensuring that you share your content regularly on these platforms will give you a solid base of promotion on which to build. But it's not enough to simply write a post and tweet it into the void. Try to find communities like Facebook and LinkedIn groups where your target audience is likely to congregate. Search for relevant hashtags on Twitter and Instagram. Find subreddits relevant to your industry.
These days, influencers — people with large, engaged followings on social media and email — are better equipped to amplify your content than traditional journalists. They play a growing role in shaping public opinion and even in setting business trends. Shares from an influencer can even help you land spots in major publications the way press releases used to. Social media is the best place to find influencers in your vertical. When you investigate the best communities in which to promote your white paper, look for the content that people are already referencing and sharing.
These are the people whose voices can amplify your brand. Start by interacting with them. Images give the eyes a rest and help to reinforce information. Visual headers are also a great way to break up expanses of text while still having the visuals serve a purpose yay for purposeful design! You can create your own illustrations using icons—they can make for some fun and quirky headers, like in workplace tech white paper examples.
You can do this by creating a glossary for your white paper. Think of it as a map that outlines exactly what your white paper will cover. In bright white paper examples like the one below, you can see how the designers used a bold color to bring attention to the glossary. This ensures that it will be seen by a reader, and actually used to navigate the content. Try using a full-page color fill like in this white paper example for your glossary.
Otherwise, readers may miss it when quickly flipping through the pages. When writing a white paper, you can also section off important pieces of information using tables and boxes. In the white paper examples below, the designers used a table to organize key points and takeaways from each main section:. Breaking up lengths of text with boxes will help make your white paper easier to read:. You can create a hierarchy by using a different font or color for your headers and sub-headers.
This also helps give your page design more variety. In this example, they use different fonts and colors for each level of header. This helps make the distinction between main and sub-headers more noticeable. The primary goal of your white paper should be to educate readers.
But you also want to strike a balance between being informative and entertaining. If there is a central point that you want readers to remember, you may want to dedicate an entire page to that one point and an accompanying image to help drive the message home.
Pages like this should be used sparingly. That being said, they can deliver some real impact to readers. Unlike one-page reports where you have to fit a lot of information into a small space, white papers allow for more freedom to spread the information out.
That will allow you to create page designs with plenty of white space. In the design world, white space is the empty space around design elements on the page. Leaving some room for your text and images to breathe will help your design look less cluttered.
Check out how this example uses plenty of white space on nearly every page. The result is an organized and modern white paper design. Dividing your page into columns is a good way to organize your information and save space on the page. For example, in the white paper above, the Overview and the beginning of Chapter 1 are organized neatly into their own columns.
Speaking directly to your readers can really grab their attention. Asking a question can get them to want to actually read your white paper. In this white paper example, a simple question to the reader introduces what the report will cover. The designers even bolded it so it was the first thing readers would see! On the other hand, when you address a common problem people in your niche face, that will pique their interest. When people look at the same thing over and over again, it can cause visual fatigue.
Their eyes glaze over and their attention drifts. Varying your page layout will help keep readers engaged by going against their expectations.
This white paper template uses a few different page layouts. One page may have a featured image, another a large quote, and the next only including written content.
This white paper layout is fresh and interesting. Use these examples of white papers as springboards for your own unique and brand-appropriate designs. Knowing how to write a white paper that considers your audience every step of the way will help you develop the perfect response to their questions and make your designs accessible.
In the business world, a white paper is an in-depth informational report that explains a complex or technical concept in addition to providing a persuasive solution to a problem. Unlike ebooks , which may address a broader scope of topics, white papers have a singular focus. White papers are also research-based and widely considered to be a valuable resource. White papers can be extremely valuable documents to educate your stakeholders, clients, and top-of-funnel traffic—when the white papers are actually interesting.
Typically, white papers are around 3 to 20 pages long. But some whitepapers can be longer. A white paper should be long enough to cover the concept or problem at hand. Since this usually includes case studies or new research, plus explanations and analyses, a good rule of thumb is writing white papers to provide enough evidence to back up your claims.
Take this eye-catching hiring strategy white paper example; it uses dramatic images, colors, layouts, and icons to elevate its content to another level. Product Solutions Templates Learn Pricing. Features Explore our product features. For teams. Executive Leadership Lead with style. Marketing Create better materials.
Human Resources Communicate more efficiently. Operations Manage systems better. Product Development Go to market with visuals. Project Management Keep projects aligned. Sales Convert more customers. Healthcare Share vital information. Finance Simplify complicated info. Real Estate Communicate better. Popular Templates. Data Visualization Templates. Note that defined objectives make it a lot easier to write a white paper since it would be smooth to track on every item on the objective list.
Clear Executive Summary — This is most important to your readers since this is the basis and indication whether or not they would read and dig deeper into your white paper. Accurate Data Presentation — White papers are more believable, enticing, and convincing when it is able to deliver and present data. Graphs, tables, charts, and other means of summarizing data could definitely draw the attention of the audience and read your white paper in its entirety. Qualitative Information — Stick with being able to provide your readers with an informative and, at the same time, qualitative document.
When quality information is consistent, white papers are able to deliver better, impress more and attract a larger scope of readers. In addition, if all this type of information is written in line paper templates , it would be presented in a more organized manner. Should all these essential elements be completely complied with, your white paper would already be efficient enough for audience evaluation.
One of which is the ideal quality of a standard white paper. Below are the common white paper standards agreed between varied industries: Length — In terms of the length, white papers cannot be too bulky and too loaded with information.
Neither can it have only a minimal amount of information. The standard length of white papers for most industries reach a maximum of 6 pages inclusive of data presentation, analysis, and everything relevantly important in between.
Structure — The ideal and standard structure is a complete inclusions of the previously listed elements.
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