Technology content marketing must work even harder to compete in a competitive marketplace. In this blog, we share three Motion IT projects where technology content marketing has delivered true business value.
White papers offer great value in the B2B sales funnel
A high-quality white paper can be extremely useful in B2B marketing. Our white paper writing services can be used as a key download to tempt leads that are past the initial phase of early solution research, therefore delivering high-quality leads. It can also be used as a tool that can remove barriers to sales, in effect an enabler to ensure the client believes your solution can deliver above the competition. But the quality must be high.
The Motion Marketing team specialise in the technical world where members of the team have education such as computing, product design, chemical engineering, manufacturing systems, plus of course marketing. We are used to applying a technical world to strategic growth B2B marketing.
Typical white paper copywriting projects for Motion Marketing would be technology overview white papers, digital transformation white papers such as enabling IoT, IIoT or Industry 4.0, industry market white papers or technology application white papers. Defining what questions your target client would like to answer is a key way of defining what subject matter you should be addressing.
White paper writing services with and without infographics
With some clients, we have started our white paper technical writing process by creating a series of infographics that tell a story. Showing challenges, considerations and ideally application examples. This can hook in the skim reader. But not every industry or target stakeholder requires this additional time input so we also do more in-depth, text-heavy white papers as well. Some clients have a mix to meet the needs of different target audience tastes. It may be that a more infographics visual-based white paper will strike more effectively with management and procurement teams at your target client.
Certainly, your technical white paper must look professional and trustworthy and help guide the user through the reading journey and we can guide you with this.
Please see a couple of our white paper examples in the left-hand column.
The white paper creation process with Motion
We start our white paper writing services by creating a brief; defining the aims of the white paper, qualifying the target audience, qualifying the look and feel and layout, qualifying the key messages, researching the competition to both learn and ensure we can differentiate, and qualifying who we need to obtain information from in your organisation or from your partners. We would begin to mock-up the framework of a story. The white paper should take a user on an educational or enablement journey. This brief would come to you for approval, and we would typically expect some feedback.
The next stage is to complete any interviewing that is required, then start the design and white paper copywriting. To start with this may be an enhancement of the brief, notes for each item in the contents, and a mock-up for each planned page. If infographics are involved we may get these approved before starting on text content. It does depend on the complexity of the subject, but 3 phases of development is typical, brief creation, a conceptual phase and then a development phase. We would typically expect 2 rounds of changes with white papers, there are often several stakeholders and therefore multiple opinions. Typically a white paper project would last 3-4 weeks, it is better to keep the time limit to this to ensure the subject matter is near the front of mind for all of those involved.
As a team, we are equally comfortable liaising with your technical teams as well as your commercial teams.
Effective utilisation of the white paper is important
After investing in our white paper writing services we can help advise on how best to use it. This can be from how to position it in your website UX journey behind a form, how to utilise it within a sales campaign on LinkedIn or with content syndication, or how your sales team should be utilising the white paper to close deals. There are several options depending on your industry. Often a white paper deserves its own website landing page, a page that tempts a user into filling in their details to download the document, this page may also give us greater SEO (Search Engine Optimisation) opportunities. Maybe we need to write a complementary blog that feeds people to the white paper.
Your white paper should be considered as a component of a bigger lead generation campaign. We offer a fully integrated marketing service to many customers so can engage your organisation in how it best fits your needs.
If you would like a quote please do not hesitate in contacting the Motion Marketing team for more information on our technical white paper writing services.
Complete the form below to request pricing options or learn more about our white paper writing services:
Why Motion Marketing for white papers?
The core reason is that we live and breathe a technical world. We have likely delivered marketing in an industry not too dissimilar to yours – so getting up to speed with your solutions should be fast with Motion Marketing, and the quality we deliver should be high.
We have dedicated in-house technical content and white paper copywriting specialists. You will also expect to have high-quality strategy influence, project management and overall performance optimisation for the project.
Enablement and educational tools are your sales team bread and butter. White papers are another example of a powerful tool in the sales and marketing toolkit.
Ensuring your business has the correct sales tools can make the difference in getting access to, winning or losing a sales opportunity.
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At Motion Marketing we specialise in the Technology, Manufacturing and Engineering sectors. We speak your language and can work with you as a strategic partner or focus on specific areas.