Tag : blog

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white papers business writing

White Papers and Your Business

White papers can help promote and grow your business if well written and used correctly.

First, what is a White Paper? According to Wikipedia:

“A white paper is an authoritative report or guide that informs readers concisely about a complex issue and presents the issuing body’s philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision.”

In business, white papers are typically marketing or sales tools used to help educate, persuade or showcase specific products or solutions one company can provide another. White papers can also be used to generate sales for organizations when used as a “lead magnet” on social media, your company website or through targeted web advertising. Beyond these basic guidelines, there are no real rules around what a “white paper” should be called, contain or formatted. There are several options around presenting the information your company may want to provide and CoSchedule has a great how-to guide on White Papers that can also help you break down how to present your information:

White Paper or other format options from CoSchedule

If you don’t have the talent or bandwidth to create your own white paper, then there are plenty of other companies and contractors out there to help you.

Here are three important tips to keep in mind when authoring a white paper for your business:

Know what your potential customer is looking for

What keywords are your target audience typing into search engines that your company can help with? This is the primary question to answer when generating any content that will be housed on the web – from your website, to social media topics, to white papers. If you are going to help a customer solve a problem they are having – then be sure to title your offering with the terms they are searching for.

Your white paper should address the issue your potential customer is looking for in a factual, non-sales way while establishing your businesses expertise on this topic.

Have a strategy for the white paper

Now that you have written one, how are you going to utilize and promote your white paper (or case study or guide or whatever you want to call it) to help your business grow? Develop a strategy to promote it’s content around your website, social media feeds, blog postings, company newsletter or any other marketing and sales channel that will help reach your potential customer.

After someone has requested your white paper, establish a follow-up plan of who and how you are going to reach out to them with emails, newsletters or phone calls.

Provide Content in Exchange for Information

Grow your potential customer database and gain insight into who your potential audience is by asking specific demographic information as a part of receiving the information you are going to share (name, company, title, revenue etc). This will continue to help refine or reinforce who your customer base is for the white paper you have written.

With today’s technology, any business can write and utilize a white paper to help grow their business. Contact Social Thrive today to see how we can help you put your next white paper to work for your company.

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Blog Writing

5 Important Tips in Writing Your Company Blog

Writing a blog for your company is now considered an important factor in helping customers find you.

How? People turn to the web to help them solve problems. You will want to create blog entries that will help solve your potential customer’s issues, but also help with search engine optimization (SEO) to bring you to the customer with their search query.  Here are the 5 items to keep in mind when writing:

1 – Go for Quality vs. Quantity: Before changes in search engine algorithms, writing frequent blog posts would increase the likelihood of your website being served up on internet searches. Today, Google and other major engines are rewarding content generators on the quality of the information being produced and its relevancy to what people are searching for. Whatever posting schedule you come up with (monthly or bi-weekly for instance) stick with it so your readers know what to expect and when, as consistency is important in keeping your website visible with your readers.

2 – Timely and Relevant: Writing about topics that your readership views as important (and valuable enough to share) is also critical to getting your blog noticed. It will also establish your area of expertise and been seen as a credible source of information. Brainstorm a list of items that are relevant to your customers and then look at what are “hot topics” going on in your industry or the larger marketplace that could impact your customers – then blog about it!

3 – Keep Your Audience in Mind: Search engines look at overall length, how hard or easy it is to read, type of language used and how many times you use the keyword in the post to help in relevancy ranking. While long format postings tend to do better with search engines, put yourself in your reader’s shoes; Are they super busy? Then be brief or utilize bullets to make your key points visible. Do they want in-depth explanations and technical details? Then make it longer. Writing for them will help you reach your ideal client.

4 – Continue to evaluate what is working: Look at what posts got comments, likes / shares, links or clicks through to your contact form. Conversion from information seeker to customer is an important ROI of your website’s performance, so monitoring and measuring it on an on-going basis is important.

5 – Integrate your blog into your larger marketing strategy: Include your blog in your social media strategy by posting it in your different channels, use relevant posts in printed materials for prospective customers and use your blog to announce company events or information.

Need some help with your company’s blog? Contact Social Thrive about how we can help you come up with a plan!