For selling complex and expensive products, white papers are essential marketing tools that can elevate your brand, position your company as a trusted expert, promote your proprietary technology or idea, and capture or nurture a qualified lead.

B2B buyers do their own research — mostly online — before reaching out to a vendor. This is why white papers are so important. They get you into a conversation that’s already in progress.

White papers can take many forms, such as lists, which are great for building awareness, or backgrounders, which help in seal the deal with established prospects.

But for lead generation, a well-written, reader-centric problem/solution white paper delivers the most impact and makes the best impression on your most highly qualified prospects. It builds trust, which motivates action.

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If you’re using white papers to nurture or generate leads, getting your white paper right has never been more important. As white papers proliferate, it’s important to be aware of how to get your white papers to cut through the clutter and position your solution as the best choice.

Unfortunately, many white papers miss the mark when it comes to satisfying reader expectations. According to “Technology Buying and Media Consumption Survey, Report 2” by TechTarget and CMO Council, there are two things that drive white paper readers nuts. If you avoid these two hazards, you’re well on your way to a winning white paper.

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