This is a guest post by Mitt Ray.
A white paper is a cross between a magazine article and a corporate brochure. They posses both the educative qualities of a magazine article and the persuasive qualities of a brochure, this educative and persuasive quality of a white paper makes it one of the most powerful marketing tools. As it first educates the reader, builds trust and then and only then does it market the service or the product to the reader.
White papers were first used only by companies that sold expensive and technical products, but nowadays they’re being effectively used by small business and bloggers, not only to generate leads directly, but to also generate emails for newsletters.
How Bloggers Can Use White Papers
Bloggers can use white papers for various purposes including the following.
1. To build a mailing list. When you start a blog you need to work on building a mailing list. Through your mailing list, you can stay in touch with your readers, build relationships with them and eventually generate leads. Your newsletters can also help increase the number of repeat visits to your blog, as on average a blog only receives 20% of repeat visits.
Usually it can be hard to get people to sign up to your mailing list, but with a white paper, this will become a lot easier. If you share good content, day after day on your blog, people will want to read your white paper, as they will want to know what new information they can receive after reading the white paper. When you ask them for their email addresses, they will feel that they will receive something better than the other content that is present on the blog and they will readily give you their email addresses.
A company doing really well with white papers and newsletters is Hubspot. If you visit their Marketing Resources page you will find scores of white papers and guides you can download for free just by leaving a few details about yourself. They use these emails to send you information their latest guides, white papers, webinars and offers.