How an industry white paper can unlock powerful lead generation

Producing an industry white paper can deliver a host of benefits for companies of all sizes. 

The in-depth research document can help demonstrate a company’s expertise in an area, aiding them to be seen as a thought leader with insight and original ideas about how to overcome key issues.  

It can build and develop credibility, and when deployed correctly, can act as a great business development tool, generating a host of warm business leads. 

Rather than ‘selling’ or being an advertising brochure, a white paper should be seen as providing knowledge, solutions and recommendations.  

Our latest blog looks at how a white paper can be a powerful tool for automotive companies, and the benefits of being seen as an expert on an industry issue. 

What’s involved in producing a white paper? 

A white paper is a report used to explain a specific, often complex, issue. It helps readers understand the topic, suggests possible solutions, and may encourage them to take action.   

This means extensive research is required to ensure is is informative and useful. This can involve a series of interviews, including with engineering, brand, strategy and automotive experts to research the key issues and trends. 

A white paper can also include statistics, case studies and visuals, plus a call to action to assist with lead generation. 

Where can a white paper be publicised? 

There are various means of distribution for a white paper, including hosting it on an organisation’s on website. One possibility is for visitors to register in order to download the asset, creating a valuable lead generation tool. This could be done online, or also through download option at a physical event or exhibition.

Another option is to partner with a news outlet or industry publication which gives third-party endorsement, or it can be included in email marketing and on social media platforms, such as LinkedIn, that will help to increase the white paper’s visibility among industry peers. 

The white paper should also be available for use in different countries for key audiences so that language provides no barrier accessing it. 

Are there further benefits to a white paper? 

White papers can introduce new products or services by addressing an issue in a wider industry context, packaged in a format that is convenient, easy-to-understand and readily accessible.  

It can also create a bank of assets that can help with strategy development across other areas of a business. 

Raising awareness with an industry white paper 

Our experience producing comprehensive industry white papers for our clients demonstrates their expertise, while offering something of value to its audience. 

For example, OEC, a technology provider for the fleet and aftermarket sector needed to raise awareness of its technology solutions for its aftermarket arm. 

To meet OEC’s requirements, extensive research was conducted into the aftermarket sector, focusing on the UK, Germany and France, while the scope and topic of the white paper appealed directly to their target customers by representing OEC’s key service offerings. 

Generating business leads with an industry white paper 

The white paper was distributed through a partnership with a key publication, in this instance ‘Automobil Industrie’ so it could be accessed by valuable markets. 

During an eight-week campaign, OEC was firmly positioned as a respected leader in its field, while the downloadable white paper generated almost 60 business leads from a range of OEMs and tier 1 suppliers, including senior leadership and decision-makers. 

Could a white paper help your organisation? 

If your organisation can add insights to an industry issue through a white paper, positioning you as a thought leader, then perhaps it’s sensible to seek assistance from an experienced PR partner who could help you leverage this content into a valuable lead generation and business development tool. 

To find out more about our white paper expertise, and for a no obligation chat, please get in touch.