When it comes to authority content, at the top of your list should be white papers. In fact, white papers are considered the second most influential type of content by B2B decision makers, second only to product brochures and data sheets. If you manage a business whose primary customer is other businesses, this should give you something to think about. Perhaps a well-researched, well-written white paper on a topic your customers care about will help position your brand as an authority in your niche.
Today, I’d like to share five ways that white papers make authors and brands look like the authorities that they are:
B2B decision makers rely on facts to make decisions. They are not easily swayed by strong opinions. The reason for this is because they realize that every decision they make will affect their bottom line and their reputation as a business professional. Quite often, business decisions are made by a group of professionals, or by multiple levels of expertise within a company. A good white paper will appeal to each decision maker by strengthening its arguments with great research, good sources of information with citations, and an objective writing style.
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Download the “14 Types of Authority Content” white paper right now.