WPP

1. Questions? Email: sales@globalspec.com or call 800-261-2052 For more
information, visit: globalspec.com/advertising
CRAFTING COMPELLING WHITE PAPERS
DID YOU USE VISUAL ELEMENTS?
Enhance the content’s appeal with the use of visual aids, such as:
 Photographs as examples for discussed concepts.
 Diagrams for illustrating workflows or processes.
 Bar charts, pie charts, and tables for data representation.
IS YOUR CONTENT ENGAGING?
 Tell an effective story in a structural format that still delivers the technological theme your
audience expects.
 Elicit a desire to take action by ensuring that your content appeals to engineers, buyers,
and media contacts.
IS YOUR CONTENT ORIGINAL?
 Provide your reader with new information and innovative ideas that help them solve
problems, save time, or optimize resource utilization.
 Avoid well-covered subjects that won't engage your readers effectively.
 Ensure the white paper has not been promoted to the GlobalSpec audience in the past 12
months. Recently promoted content rarely does well the second time.
ARE YOU AVOIDING PROMOTIONAL LANGUAGE?
 Avoid promotional language, as readers respond poorly if they suspect that your piece is
an advertisement for your business.
 Focus on delivering in-depth, informational content on industry topics or trends.
 Your paper should prioritize valuable technical content that is relevant to the interests of
your target audience.
IS THE CONTENT WELL-ORGANIZED?
 Include an introduction that lets the reader know what the white paper is about and why
it’s relevant to them.
 Arrange the content using headings and sub-headings for improved clarity and structure.
 End with a conclusion that summarizes the key points and reasoning contained in your
paper. If appropriate, consider including a call to action or next steps for the reader.
Below is the essential checklist for crafting a white paper that grabs your audience's
attention and increases your chances of creating a meaningful interaction. Use these items
as best practices to serve as your road map for creating a white paper that truly resonates.