Amp Up Your Whitepaper Quality
An Inclusive Publishing Model
Background
In addition to podcasts, blogs, webinars, and videoblogs, businesses showcase their expertise with whitepapers. These whitepapers summarize research findings, provide customer education, and share a visionary perspective.
What is a whitepaper, and how do you write one? Hubspot has an excellent blog that describes whitepapers and offers free templates.
Why make them? Businesses usually exchange whitepapers for email addresses for capturing marketing leads. They also hope to attract prospects who inquire about their services (passive marketing).
A different publishing model
To date, I’ve been involved in two whitepapers that do not collect downloader data (no email required).
Leadership-development whitepaper
The first one was authored by my graduate students at the University of North Carolina at Charlotte. As part of a leadership course, the students interviewed leadership-development experts and published their findings. You can download the Reflections on Leadership Development whitepaper from the HPT Treasures website.
