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How whitepapers will sell your organization

content marketing Mar 18, 2019

Katy Cesarotti | Gallery Design Studio Editor + Copywriter


To prospects, your website is like a first date with your company. You want to attract attention and show them what you’re about—but without any follow-up, that first date might be your last.

With downloadable whitepapers, your company can capture more high-quality leads and build relationships with the right kind of customers.


White papers are research-driven, persuasive reports that explore a specific problem your service can solve. With a contact form to access full content, whitepapers become an invaluable lead generation tactic. Customers show interest when they download your research, which makes them the best fit for your business and the most important segment to invest in. According to a 2018 survey, 62% of marketers said that white papers were their most successful marketing content.

At somewhere between 6 and 12 pages, whitepapers are more substantive and formal than blogposts. A whitepaper is most similar to a case study, which focuses on the “story” of how your product or service helped one specific customer. While case studies focus on individual successes, white papers are a longer, big-picture look at the industry or the problem as a whole.

Whitepapers drill down into the details to create a one-of-a-kind resource for customers, with in-depth industry data in one easy-access package. Minimalist, professional graphics keep the emphasis on data—charts, tables, graphs, and other key figures that convey in-depth information.

Whitepapers are especially useful tools for the research stage of the customer journey. By giving customers in-depth information when they’re trying to understand their problem, you build trust and credibility in your expertise. Here’s how whitepapers can work for you.



1. Solve a problem.

A white paper obstacles in the customer’s industry or opportunities for more sales. Once you explain why this problem matters, demonstrate that your service is a better fit than the competition. Effective whitepapers include concrete “proof” that your product can deliver results in the form of relevant facts or statistics. Customers will be reassured that what worked for other clients will work for them.


2. Connect with customers.

For prospects, content that’s actually meaningful or useful has more lasting traction than an ad. Unlike blogposts, whitepapers are downloadable PDFs that serve as a lasting, reusable resource; customers can share the document across their organization and build trust across all levels.


3. Build authority.

With in-depth research, white papers can demonstrate your company’s expertise as a leading figure in your field. Often, these reports deal with more technical information and details, but whitepapers don’t have to be boring! Use insights that will move your customers and inspire them to take action.


4. Boost traffic.

With custom landing pages, whitepapers create new access points for customers when they Google relevant keywords or search terms. With better search engine optimization, you make it easier for customers to find you online.


5. Generate leads.

Blogposts often give away your insider insight for free, which is great when you’re trying to build awareness. But by walling off access to downloadable white papers with a signup form, you can capture the user’s name, email address, and information about their company. Customer data empowers your business to reach out with targeted email campaigns, one-on-one sales calls, and custom solutions to seal the deal.


6. Reuse and recycle.

Whitepapers may take weeks to put together, but the end result is worth it in the long run. Once you’ve gathered and analyzed your research, you can break down key insights into smaller pieces to use in social media campaigns, blogposts, infographics, video explainers, and more.


Whitepapers are the most-used piece of content to make B2B decisions, according to a recent survey. As a lead-generation tool, whitepapers can help your business create more web traffic, gather customer data, and move prospects further along the sales funnel. A whitepaper packages information for customers to return to again and again in their research process, and might be the final leg up you need to drive sales. 

Have a project in mind? Contact us!


About Gallery Design Studio

We specialize in B2B creative solutions that address client needs and wants at every stage of the customer journey. From a customer’s first interaction with your brand to their first purchase and beyond, we craft experiences that are engaging and easy to navigate. Our services:


About the Writer

Katy Cesarotti is a copywriter at Gallery Design Studio. Katy believes that, with clear and concise copy, innovators can spark emotion and drive action in their readers. She’s written for magazines, blogs and cutting-edge startups.