#13 – How to write a B2B white paper 101 (with Caroline Voaden @ STORY)

Up next, a conversation with Caroline Voaden. She has over 9 years of experience in copywriting and content strategy for B2B. Her favourite topic are white papers for reasons you will learn by listening to the episode. Since, I’m in the middle of publishing a white paper, I had even more questions than I normally do. If you’re a person like me who constantly explores new ways to create valuable pieces of content for the audience, you’ll find this conversation extremely insightful.

In this episode, we cover:

• (01:22) Why white papers matter in B2B marketing
• (04:17) Types of white papers: vanilla, strawberry, and chocolate
• (07:46) Advantages of white papers over other formats
• (10:11) Challenges in creating effective white papers
• (21:17) Research and data collection for white papers
• (40:42) The Importance of writing before designing
• (41:57) The act of writing: tips and techniques
• (43:50) Overcoming writer’s block and research strategies
• (49:35) The myth of short attention spans
• (54:46) Using AI in copywriting
• (58:24) Effective distribution of white papers
• (01:05:27) Measuring success: metrics and KPIs

Listen to this episode on: ⁠

• Spotify
• Apple
• YouTube