5 most-common white paper mistakes when building presence in new markets
White papers offer a strategic advantage in new market entry. Be mindful to avoid these content creation slip-ups.
White papers are a powerful tool for new market entry, but poorly crafted ones can backfire. They can waste resources and miss opportunities to connect with potential customers.
Marketers and stakeholders seek solutions to industry problems, and well-crafted white papers effectively fill this gap. They present thought leadership, address key challenges, and introduce your company's solutions (products or features). Additionally, white papers can generate leads by capturing reader data.
However, low-quality white papers can damage your credibility and fail to resonate with potential customers.
Content Collision (C2) has experience working with over 200 tech companies, leveraging B2B content to build brand awareness and credibility in target markets. Here are insights into effective B2B content creation and the common pitfalls to avoid.
1. Not using your target audience's local language
New market entry hinges on effective communication. Using the local language is a great starting point, whether you're creating white papers from scratch or localizing existing ones.
One key point to remember is that localization goes beyond translation. It involves tailoring content to resonate with the target market's specific interests and cultural nuances. Consider the geographical location by referencing local holidays or events. Cultural references and humor may need adaptation to avoid misunderstandings.
Studies by Unbabel show that 84% of businesses report positive revenue growth with localized marketing content. This suggests a clear link between audience-specific communication and improved business performance.
For example, Duolingo, a language learning app, recognized the importance of localizing marketing materials. They created content tailored to each target market, addressing their specific needs and language preferences. For instance, their Latin American campaigns focused on the benefits of learning English for career advancement, which resonated with a key demographic.
Prioritizing local language and cultural adaptation bridges the gap with potential customers, fostering trust and receptiveness.
2. Focusing only on trends and forecasts for decision-makers
When targeting decision-makers, avoid generic white paper topics focused solely on trends or future forecasts. These offer limited value to individuals already familiar with the industry landscape.
Example: Imagine a white paper titled "The Future of Marketing Automation" that simply defines the concept and lists basic features. This offers little value to someone already knowledgeable about marketing automation.
For decision-makers, your content should provide deep insights and actionable strategies. Don't simply repeat what's readily available elsewhere. Effective thought leadership content offers a fresh perspective on industry topics, supported by high-quality research and actionable steps.
Enricko Lukman
From the example above, a stronger approach for decision-makers would be to discuss emerging trends within marketing automation, such as the use of artificial intelligence or customer data platform integration.
Offer fresh insights on how these advancements will impact marketing strategies and campaign performance. Additionally, consider addressing potential challenges associated with these trends.
3. Introducing solutions too early
While white papers aim to establish your expertise, remember nobody loves overly selling. Readers have already downloaded your white paper, indicating a desire for solutions, not a sales pitch.
Introducing your solutions can be valuable, but prioritize demonstrating how your product's features address the issues highlighted in the white paper. Focus on benefits over features.
- Features: Technical specifications or functionalities of your product.
- Benefits: Descriptions of how the features solve the reader's problems or improve their situation.
By highlighting benefits, you connect with your reader on a deeper level. You're not just listing features; you're answering the critical question: "What's in it for me?"
An article by TechCrunch's Joyce Chou, Senior Content Lead at Demand Curve, offers excellent examples of framing features as benefits, based on an analysis of the Venmo website.
- Feature: Mobile money transfer with contacts. Benefit: "Settle up with Venmo friends for any shared activity..." This speaks to the convenience and ease of splitting bills with friends.
- Feature: Personal QR codes. Benefit: "Always pay the right person... No guesswork involved." This highlights the security and efficiency of personalized QR codes for payments.
- Feature: Social feed with animated stickers, Bitmoji, and custom emojis. Benefit: "Add personality to your payment notes..." This goes beyond a technical feature, showcasing how users can personalize their transactions.
To apply this to your white paper, think about the challenges your readers face and how your product addresses them. Don't just list features; explain how those features translate into real-world benefits that solve problems and deliver value.
Atikah Amalia
By framing your product as the solution, you can effectively engage your audience and position yourself as a trusted advisor.
4. Leaving out opposing ideas
Readers come to white papers seeking solutions to their problems. However, readers may have different viewpoints or questions about the proposed solution.
Addressing these concerns shows you understand their perspective and positions you as a leader willing to explore various aspects of the issue. Framing potential challenges as alternative perspectives fosters a balanced discussion, while explaining why your solution remains the most effective approach strengthens your credibility and demonstrates expertise.
By proactively addressing opposing viewpoints, you build trust with your readers and showcase the strength of your solution in a neutral and informative way.
5. Lengthy content
While a lengthy white paper might seem like a sign of comprehensiveness, it's more important to focus on delivering value to your readers in a concise and focused document.
The ideal word count depends on your specific topic. However, a general rule of thumb suggests prioritizing content that can be realistically absorbed within a reasonable timeframe. According to HubSpot, shorter and focused white papers (around 6-12 pages including creative assets like charts and graphs) are more likely to be read and remembered.
For complex topics requiring a more in-depth exploration, consider creating a white paper series. This approach allows you to break down the subject into more manageable sections, each focusing on a specific aspect of the overall issue.
For example, imagine a white paper series titled "The Future of Electric Vehicles." This series could be divided into separate sections, each exploring a specific area like battery technology, charging infrastructure, or environmental impact. This allows for a deeper dive into each topic without overwhelming readers with a massive single document.
Regardless of the length you choose, ensure your white paper offers actionable takeaways that readers can implement.
Here are some tips:
- Provide clear steps: Outline specific actions readers can take to put your proposed solutions into practice.
- Showcase effectiveness: Include case studies or real-world examples demonstrating the success of your approach.
- Offer valuable resources: Provide templates, checklists, or tools to aid readers in applying the information presented in your white paper.
Crafting a successful white paper for a new market requires careful planning and execution. By prioritizing audience needs and delivering valuable insights, you can turn this powerful tool into a springboard for success.
Content Collision provides performance-based digital PR services and B2B content marketing services for tech startups in APAC and beyond. Book a discovery call to learn more.
