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Which marketing channels? White Papers

Which marketing channels? White Papers
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Which marketing channels? White Papers
Siobhan Stirling - Sharp Minds Communications for Capital Space by Siobhan Stirling - Sharp Minds Communications for Capital Space
Owner/Director - Sharp Minds Communications Ltd

White papers have a variety of effective uses – they can hook readers, expand your reach, and boost your brand visibility. But creating a white paper is no small task, and there are a few things you should know before you start.

The pros of white papers  

Building your mailing list

If you use white papers as a content giveaway, it can be effective to expand your mailing list; you can convince your audience to subscribe to your list by giving them expert information. 

Standing out

White papers can be used to put yourself above your competitors. By showing your knowledge of your industry, you are demonstrating you are a thought leader whose expertise can help people.  

Connecting with your audience

One of your goals in creating content is to cater to your audience’s needs. When your audience sees the importance of your content, they are more likely to look out for and engage with your future content.   


There are many ways to repurpose a white paper: you can make infographics, blog posts, presentations, podcasts or even video content from them. These types of content will eventually drive more traffic to you, without you having to start creating new content from scratch! 

The cons of white papers  

While there are benefits, you need to be realistic about the commitment: 

Time consuming

A white paper needs to be well researched and evidenced, well structured and well written. It also, in today’s instant, digital age, ideally needs to be visually appealing. All of this takes time, which will distract you from other activities. 

Connecting with your audience

When you’re being the expert, it can be tempting to use complicated words. That’s fine if you’re reaching out to other experts in your sector, but if you are trying to connect with potential customers, you need to make sure you present your expertise in language that is accessible to them, with content that connects with their needs, not just showboating your expertise. 

Needs promoting

Once you’ve published a white paper, that doesn’t mean your job is done. You need to ensure that you have shared the content via different channels to drive traffic to it. If you are only sharing it once, you’re unlikely to get significant return on investment. 

White papers can put you in front of your target audience to position you as an expert in your industry to earn their trust. However, getting them right requires a lot of care and research, so think carefully before you start undertaking them.  

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