Do: Explain relevant content concisely

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White papers provide readers with valuable information and stand for quality. They present a complex topic in a concise manner in the form of a report or guide and are usually between five and twenty pages long. You should invest enough time in creating them to research carefully and prepare the collected content professionally. Coordinate the wording, tone and presentation with the pre-defined target group or persona in order to reach your future readers not only in terms of content but also with the right style.



A lot of relevant content can be conveyed through white papers, especially country wise email marketing list in the B2B sector, but of course end customers or other dialogue groups can also be addressed. With the help of this content-related PR work, you position yourself as an expert in your field and demonstrate that you know the industry, its standards and the latest developments.




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Don't: Confuse whitepapers with advertising
The focus of the white paper is to offer readers real added value and valuable expertise. Objectivity is paramount. Bringing your own company into play or onto the white paper can be counterproductive at this point and make critical readers wary, if not suspicious. You would do well not to let the white paper become an obvious stage for your brand and your product. Avoid sales rhetoric and only include your services with great sensitivity where they will be of real benefit to your future readers.