How Often Should You Publish a White Paper
Businesses deciding when to publish a white paper must thoroughly understand their audience. Your niche and audience’s needs will determine the appropriate frequency.
The first step in identifying how often you should publish a white paper is researching your industry. Look for the answers to the following questions:
- How often does your industry change?
- Are there frequent news reports concerning your industry?
- Do you have regular changes to your products or services?
If you have a lot of changes in your industry or your business, you likely need to publish a white paper frequently. How frequently? Generally, once a month at most is a cadence that works for more technical or YMYL industries, but many businesses publish a quarterly white paper.
Do not treat a white paper like a blog post or web article. Audiences use white papers for long-term business value and benefits. You’ll want this piece of content to be substantive enough to prove its value for teams and stakeholders.
Let’s say your business or industry doesn’t change much. You may only have the bandwidth or data to publish a white paper every six months or annually. That’s sufficient enough to inform your readers of the most important information. Do not publish white papers frequently for the sake of it, especially if the topics aren’t comprehensive or deliver value to your readers.
How White Papers Become Prime Marketing Material
A white paper provides valuable information and keeps people interested in your business. It’s not a promotional type of content in the same way as other organic content types. A white paper will showcase your industry expertise and solutions to your target audience’s problems.
People can apply the information at work and share it with their network. This opens up the opportunity for lead generation if the white paper is branded or gated on your domain.
Attributing a White Paper
Your business and its subject matter experts must be highlighted in the paper. You need to acknowledge your thought leadership in the piece. A blurb at the beginning or end of the paper with a call to action is the best way to do that.
Getting Help with White Papers
White papers aren’t easy to write. Not only do they range from four to eight pages, but they also have to be factual and engaging. Hiring professional white paper writers will ensure high-quality content is delivered to your readers.
If you’re looking to outsource white paper writing, ContentWriters is the solution for you. We’ll hand-select one of our expert white paper writers to help you. The writers, editors, and proofers on your account will learn your brand voice, style, and tone to communicate your thought leadership to your audience. Contact our Content Strategy team to learn more about our content creation process and service options for white paper writing.
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Derek is ContentWriters’ Director of Content Strategy. He has helped hundreds of companies improve their web traffic, conversion rate, and content creation efficiency. Derek is particularly knowledgeable in full-cycle sales, eCommerce, SaaS, and B2B marketing, having consulted in those areas for over 5 years. He is HubSpot Content Marketing certified.
