Hi ,
From about 2014-2018, I spent most of my time writing white papers for clients.
I became a go-to expert in the medium. Gordon Graham, the award-winning writer from "That White Paper Guy", once wrote me a kind note telling me he considers me a colleague (I strongly considered printing and framing that email to hang on my wall). I even wrote a short book on how to write white papers.
Needless to say, I love white papers.
I also consider myself a critical thinker.
So when Sarah Panus reached out to me for an interview for her podcast, Marketing With Empathy, I was prepared to have a deep discussion about the current value of the medium.
Not only did I get that deep discussion, I got reinvigorated.
White papers don't get much attention anymore in this TikTok world -- but they can still work like gangbusters for marketing, sales enablement, and PR.
So when is the right time to write a white paper? What's the best context to use them in? How do you know that's the right kind of content to create for the goal you're trying to achieve?
Listen to the podcast and find out.
Best,
Jessica Mehring
CEO and senior conversion content writer
Horizon Peak Consulting
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