The power of B2B white papers

One of the most compelling forms of content used in business-to-business PR and marketing programmes is the 'white paper'.

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 sector.

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.

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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 paper.

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 industry networks.

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.

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Written by Ian Watson at 00:00

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