Digital marketing is paving the way of success for all kinds of businesses. Introducing and carrying your business on this platform properly can allow a business to communicate and make more customers. There are different tools of digital marketing to present your business on virtual platforms, such as – e-mailing, social media posting, content marketing, white paper writing, etc. In this article, we will discuss the white paper and its uses in digital marketing.

White paper is a document formally presented by a company. It is a lengthy document written on a certain topic related to the services of a business. It is written for marketing purpose but it is different from content. The white paper needs deep research and knowledge about the topic and tends to have a formal tone.

White paper allows the reader to understand the issue and get it solved or to make a decision after reading it. Therefore, white papers is a tool to attract readers to the company by offering good-quality, industrial knowledge.

Before knowing the use of white paper in digital marketing it is important to understand how to write it. 5 essential points that should be there every white paper is an introduction, problem, solution, advertisement, and conclusion.

• Introduction: The introduction contains the vision of the paper without describing the whole conclusion. It must be completed in one paragraph. Sometimes clients or readers just read the introduction and conclusion, so write in a way that gives them a reason to keep on reading.
• Problem: Provide the reader with material that deals with some issues and write it in such a way that they can easily understand the problem. This will allow them to know more about it and to get it described.
• Solution: This is based on preceding information, the solution is then prepared. It is developed and argued for using the gathered evidence. This section summarizes the major finding of the white paper. Recommendations based on the conclusion is provided.
• References: All the sources in developing white paper content should be collected and provided in this section. Knowing the format of white paper will help to understand how to create it according to digital media platforms. In the field of digital marketing white paper is used to create brand awareness, publicize and inform the audience about the services of a business, and most importantly it highlights the content on the top list of the search engine by optimizing the content through Search Engine Optimization (SEO).
• Effective Use of White Paper for SEO Purposes: Like all the other documents such as blog post, advertising copy, etc. SEO of white paper also begins with basics and the same kind of analysis search engine algorithm applies for other posts. While preparing the white paper by keeping SEO in mind some basic points should be taken care of.

These points are mentioned below.

• Use short as well as a descriptive title.
• Use meta-description.
• Make a unique URL by using the document title.
•  Choose the topic of white paper wisely.
•  Create a white paper that is useful and important.

All these things are applied for genuine creation of the content on its subsequent page. But using white paper for SEO commitments sometimes goes beyond the basic search engine algorithm. It depends on how readers are identifying the information given.

•    Developing authority: A properly created white paper contains a problem or challenge and proof that the problem or challenge exists. After letting the reader understand the problem, it provides a solution and shows the reason that the issue of white paper acquires the necessary skills, knowledge, and properties to apply a satisfactory solution. Hence, the white paper provides an issue or a question and provides an expertized answer or solution that gains the trust of the readers.

Here are some reasons due to which companies work with their white paper.

• Address an industry subject on which no one else is working.
• Give detail information on the topic on which no one else is offering.
• Clarify the benefits of the solution.
• Explain how your solution is better than competitors.

Creating a white paper to do these kinds of things, the writer is giving the customers a reason to query about the product or services a company is providing.

Using white paper increase web traffic, which influences search engine algorithms. When the information on the white paper is given correctly, it develops the chances of recommendations. Those recommendations transform into social media references, link sharing, and even more traffic.

If your company is not using white paper for SEO purposes, you should start doing it as soon as possible. The white paper shows that your company or organization is an expert within your industry can go a long way to improve SEO performance.

Hence, the white paper is essential for digital marketing as it makes people aware of your company or brand. And shows the readers that in which field you are expertized.