5 ways to use white papers in a service business

Think white papers are just for high-tech companies? Think again.

Savvy service businesses are rewriting the rules on marketing and exploring educational marketing tools like white papers to educate clients and position their businesses for growth.

Business white papers are often shorter and less technical than their government or technology cousins. Their goal is to speak to the challenges that your audience is facing and offer valuable solutions or expertise. Notice I didn’t say sell your service. A good white paper will position your business as a solution provider, but it is designed to be educational reading, not a slick direct sales piece.

Case-in-point. I recently finished a series of three related white papers on the hot topic of sustainable design. My client— a top 500 firm in the architecture and engineering industry-- operates in a climate that is all about relationships. But it’s also about being experts in a highly technical field and about being looked to for solutions, advice and market-sector knowledge. And that’s why white papers make so much sense.

They're client-focused. They offer helpful information. And they effectively position your company as the knowledgeable experts you are. You can't get much more authentic than that when it comes to marketing.

Here are 5 potential ways to use a white paper (or three) to enhance your marketing plan.

• Distribute at industry conferences where you’re exhibiting or attending
• Add a relevant white papers to your business development materials and leave behinds
• Craft a press release on a newsworthy white paper and use it as a media relations tool
• Publish online to showcase expertise in a market sector or subject matter
• Use as the basis of new talks for client events and conferences

Today’s question: Can you find creative ways to put informational or educational marketing tools like white papers to use for your business?