Write a White Paper That Resonates With a Government Audience
Recent market surveys show that content focused on value without strong sales messages resonate with government audiences more than other forms of content. The Generous Content Series highlights the top 5 forms of content government audiences want to consume. Follow along to learn to create content that generously solves problems and provides immense value.
When you think of a white paper, the word exciting probably doesn’t come to mind.
Nowadays content comes in so many fun and flashy forms, which can overshadow the quiet power of a great white paper.
While they may not always sparkle, white papers remain a consistently appealing form of content for many audiences - especially the business-to-government (B2G) market.
White papers join the ranks of webinars, articles and case studies as some of the most influential types of content government buyers turn to when in the consideration stage.
Not only are they influential in swaying audience opinion, a relevant and well-written white paper also has the ability to change how a vendor is perceived, and bring depth and maturity to a business’ marketing strategy.
Read on to learn the 5 things to include in your white paper to make it a truly powerful piece of content.
Why White Papers Work Well in B2G Marketing
While not intended for everyone, white papers are actually a favorite form of content for some government audiences.
Government buyers turn to white papers when making purchasing decisions to better understand if a solution fits into the context of their unique problem.
Let’s face it - government problems are complex with equally complex solutions. With so many factors at play, the ones in charge of finding solutions need a lot of information to ensure it’s the best choice.
White papers make it easy for vendors to lay out the facts and give government buyers the precise information they need to make a complex decision.
Compared to all other long forms of content, such as blogs, articles, reports, case studies, white papers have the most flexibility and space to explain, defend or explore an assortment of topics and solutions.
The good news is, there’s no “right” way to write or present a white paper. Some papers are long and formal, while others are short and engaging.
Without set expectations for how a white paper is organized or presented allows businesses greater flexibility to express themselves and connect with their audience.
Even though white papers allow for some flexibility, there are still certain factors to include in a white paper to make it a truly effective piece of content.
Here are the 5 things you should include in your next white paper:
Address your government audience’s problem head on
White papers give vendors the opportunity to explain how their solution fits into the broader context of a problem. But in order to write a relevant white paper, first you need to understand the buyer’s problem - really well.
Without direct government experience, this can be challenging. The nuances of government operations vary greatly from one organization to the next, so a solution that worked for one agency may not work for another.
And government buyers will know quickly if a vendor is missing the mark. So, how can vendors understand their customer’s nuanced problem without government experience?
For starters, find someone who does. Writers with government experience know the right questions to ask. Chances are, someone on your team already knows the answer, you just didn’t know to ask it.
Second, listen to your sales team. They’re the ones hearing customer concerns, answering questions and responding to objections day-in and day-out. Create a system to capture as much information as you can from these valuable conversations.
Third, do some research. There are plenty of professional industry organizations that keep a pulse on trending issues, so much so that they host webinars, publish newsletters and other types of content regularly.
However, if you are at the stage of writing a white paper, you probably already know the customer’s problem - the challenge is putting it into context.
2. Tell a story
White papers don’t have to be dry and boring! Interjecting an anecdote or two can liven up even the most technical content. Stories evoke emotion, which can help build trust with readers and potential buyers.
Since government buyers are turning to white papers during the buying process to determine solutions and vendors, telling a story about previous successes adds a layer of value.
Stories also differentiate you from the competition. Choosing to tell a story that highlights your unique differentiators will set you apart.
3. Don’t over sell
Government employees don’t want to be sold to. Period. This can’t be overstated.
Your white paper should include genuinely helpful information loaded with data and facts. Afterall, your buyer downloaded it to help them solve a problem. Be respectful of their time, and don’t overload your white paper with calls to action or pitches.
Think of it this way: your customer isn’t reading the white paper to be sold to. White papers are generally created for the consideration stage of the funnel. They are seeking more information or reading it for educational purposes.
It’s also likely your customer has already heard of you. Keeping the content focused on solutions and refraining from pushy sales messages goes a long way to engendering trust.
4. Include data
White papers are best written when vendors have data to prove their solution is applicable to a wide variety of situations and organizations.
While some problems may be unique to an organization, others are widespread and consistent. Ideally, these are the types of problems vendor solutions aim to solve, because vendors can point to multiple use cases.
In fact, government buyers expect data in most of the content they consume. Data is critical for government customers to validate and consider you as a vendor. Even if it’s not original data, it’s important to include to boost your authority in the space.
5.Take advantage of the long format
The average length of a white paper is six pages, but varies depending on industry and purpose. Because white papers are intentionally long, it’s important to not waste the opportunity by filling the pages with fluff.
Not only will government buyers know it’s fluff, content for the sake of content doesn’t help anyone. Copying and pasting old content also doesn’t work.
If you’re having trouble filling the pages of a white paper, consider re-reading your existing content to see where you could expand on a topic.
Ask yourself if you are answering all of your customer’s questions. Are there any new questions that need answering or objections that need responding to?
This is your opportunity to deep dive into your customer’s problem and explain your solution in detail. Seize the opportunity while you have it!
If written well and marketed strategically, white papers can increase awareness and generate leads for any organization. The long format of a white paper allows you to introduce solutions to complex problems and really resonate with your government buyer.
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