One of the most compelling forms of content used in
business-to-business PR and marketing programmes is the 'white
Designed and written to position the author and their
organisation as an authoritative source of informed comment in
their field, in these vaunted days of content marketing and brand
journalism, the white paper is a versatile and highly effective
means of making a business case, building credibility and
generating sales leads.
For Seaward Group, one of MHW's long-standing clients, hard
hitting technical white papers are helping to sustain the company's
market leading reputation in the electrical safety testing
The latest version (July 2014) looks at the 25 year
impact of the Electricity at Work Regulations 1989 on workplace
safety, linking relevant statistics, evidence and opinion with the
development of new test technology - which is where the relevance
for Seaward comes in.
As well as being distributed among influential trade bodies,
journalists and industry commentators, the wide range of corporate
and social media communication channels now available means the
power of the white paper can be amplified.
Already the Seaward white paper has generated a number of
requests for by-lined extracts to be used in key national trade
media. Importantly, editorials are linked to a special download
feature on the Seaward website to collect contact details of
prospective customers in exchange for a copy of the white
In addition, a special white paper e-news bulletin has been
produced, while links to the download have been circulated using
the company's social media channels. Comment pieces have been
posted on LinkedIn discussion groups and on specialist online
In this way, well researched, well written, and well distributed
white papers are a powerful tool in building corporate influence
and awareness - and also provide something extra for the sales team
to add to their armoury.