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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“When done right, nothing pulls in qualified leads like a well-targeted offer for a juicy white paper,” says marketing expert Larry Chase, publisher of Web Digest for Marketers. White papers are indispensable in reaching and converting qualified buyers who are making career-shaping decisions about expensive, complex solutions.

White papers showcase your unique solution

White papers — also know as discussion papers, special reports, e-books, executive briefs — are business-to-business (B2B) fact-based articles about a technology, process or innovation that sets your company, product or service apart from the competition. White papers are about a new or better way to solve a problem or achieve a result. White papers help buyers understand an issue and make a decision.

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