Outsourcing White Paper Copywriting To An Agency [An Inside Scoop]
Do you want to outsource your white paper copywriting to an agency because you want to improve authority and establish thought leadership in your niche?
Are you shying away from writing your white paper because you don't have the expertise or time to create one?
Position papers are insightful, engaging, persuasive, and valuable. They boost visibility, authority, and thought leadership in their niche.
They are powerful content marketing tools for addressing a specific problem and the proposed solution to it.
They are well-organized and professionally put together.
Writing an engaging and persuasive one usually requires a lot of time spent on research.
In this article, you will learn about the white paper, the brands that use them, and how they use them in the sales process.
And you will understand the benefits of outsourcing white paper writing.
Finally, you will learn how outsourced agencies write white papers and more.
Let's get started.
What Is A White Paper?
A white paper is an in-depth report or guide that identifies a problem and offers a solution.
It is an authoritative document that addresses a particular issue or problem and then presents the solution.
The British government published the first white papers in the early 20th century.
They explained government proposals for new policies and legislation. Governments today use them for that purpose.
However, since the early 1990s, they have become one of the most effective business-to-business (B2B) marketing tools.
Because they are long-form documents with lots of data and research, position papers are deep reads with a formal tone.
They are used to convey serious information and not for selling.
Using it for selling weakens the credibility and value of the argument. And also the dynamic and vibrant reputation of the brand.
However, they are used as a marketing tool to generate leads, increase brand awareness and authority.
To achieve those goals, a call to action is often at the end of the document.
What Brands Use White Papers?
The brands that use authoritative reports are mostly IT companies.
And that's because their products are expensive and complicated.
But management consultancies, engineering firms, banks, lawyers, and other B2B brands are using them too.
These brands use position paper because of its effectiveness in explaining new manufacturing processes.
It is even used to address the impact of new government rules on business.
According to Content Marketing Institute, 61% of brands involved in B2B marketing already use white papers.
And a Marketing company, Sherpa, says that white papers are probably the most important tool for those marketing to businesses.
That is not to say that B2C businesses are not using white papers.
How Companies Use White Papers In The Sales Process
How are position papers used in the sales process?
White papers can be a downloadable lead magnet from your website. The website visitor gets a free authoritative paper while the brand gets his contact details.
They are effective at the beginning of the sales funnel.
Many brands use them to build a newsletter mailing list of their prospects.
And the subscribers are nurtured towards becoming paying customers or clients.
Some brands send them directly to their prospects.
It helps add weight to their sales pitch and complements other marketing literature such as brochures.
But even at the end of the sales process, the document can still play a crucial role as the arguments and data can help decision-makers conclude.
But, should you write your white paper or outsource?
Benefits Of Outsourcing White Paper Writing
Writing a position paper is hard, but crafting a stunning, authoritative, and persuasive white paper doesn’t take months or years.
But to achieve rapid results, you need to outsource.
Here are some of the benefits of outsourcing your white paper writing:
#1. Outsourcing White Paper Writing Gives You More Time To Work On Your Core Business
Most brands outsource position paper writing simply because they don’t have time to do it themselves.
It takes a lot of time to research, write, revise, format, and publish an authoritative paper.
And that does not take into account the time spent on optimizing the content and promoting it on social media.
However, outsourcing gives you the freedom to work on your core business.
You also spend time on business activities where your strengths are the strongest and leave content production to a professional.
Writing your document in-house may seem an easier or cheaper option, it is rarely the one that makes the most business sense.
Outsourcing allows you to spend time working on your business.
#2. Outsourced White Paper Writing Agency Saves Money
It is cheaper to hire an outsourced copywriting agency to write your position paper than to hire an in-house team to do the same job.
For instance, hiring one full-time white paper writer in the USA will cost your company about $65,000.00 every year.
And when you add the cost of Federal and State taxes, workers' compensation, training, sick leave, vacation, IT, and other pieces of equipment, the cost of in-house employee skyrockets.
However, when you outsource, you pay only for the content.
Outsourced content is written by an agency team that factors these costs in its overall rates.
And this makes outsourcing an affordable option for most businesses.
#3. You Get A Fresh Perspective When You Outsource White Paper Writing
Hiring an outside writer introduces new talent and ideas who can express concepts in a way you may have never considered.
It also ensures that you get the best product possible and do not go too far off the path.
Also, contract position paper writers have worked on many documents. They bring the experience and knowledge they have gained when writing your command paper.
Additionally, they are up to date on emerging content marketing trends. With this insight, they forecast trends in your industry.
And this helps them come up with new content ideas and topics.
Having a team of outsourced white paper writers ensures that you have a constantly refreshing source of new ideas and inspiration.
#4. Outsourcing Gets You More Quality White Paper On A More Frequent Schedule
A full-time position paper writer produces a limited amount of content in a month.
Crafting high-quality documents takes time. But an impactful content gets traction and is not penalized by Google as thin content.
On the other hand, Google takes action against domains that try to rank by just showing scraped or other cookie-cutter pages that don't add substantial value to users.
Unlike a blog article, position paper production takes a lot of time to research, craft, format, and promote.
But if you want a well-researched and persuasive authoritative paper, it is practical to outsource.
Zazzle Media’s State of Content Marketing reports that 60% of businesses cannot produce content consistently.
Therefore, outsourcing can help you get high-quality content regularly, generate leads, and scale up.
#5. Outsourcing Gets You Experts On Different White Paper Topics
Everybody is ignorant of something. That means that you certainly can’t be an expert in everything.
Outsourcing ensures that you get a team of experts on different topics.
And with experience and subject experts, you will get a writer with expertise in the subject you need.
Experts help you explore a subject more deeply and present more accurate information.
And that is better than writing your white paper based solely on information found on the internet.
How Outsourcing Agencies Write A White Paper
At this point, you know what document is, the brands that use them, and how they use them in the sales process.
You also understand the benefits of outsourcing white paper writing.
Now, let's dive into the step-by-step process of how outsourced agencies write command papers.
#1. Outsourced Copywriting Agency Chooses The Right Topic
Before any writing, your outsourcing agency chooses a topic for your position paper.
Your assigned writer chooses a white paper topic that resonates with your audience.
It is also one that he has enough knowledge to share and researched sources or proof to back it up.
Here are other considerations when choosing the right topic:
- A topic that he has enough knowledge and qualification.
- Of interest to the audience.
- A white paper topic with little information.
After careful consideration, you should pick a topic that is relevant, engaging, and of interest to your audience.
#2. Your Outsourcing Copywriting Company Defines Your Target Audience
Knowing your target audience is necessary for choosing the right topic for your white paper.
You need to know the type of people that will read your white paper.
- Is the white paper for people who know your subject well?
- Are you writing for people who are relatively unfamiliar with your topic?
This insight informs the agency on the tone of voice that aligns with the brand.
It also helps the writer know where to focus.
The arguments in the white paper should be solid and logically presented.
Also, the stats and information presented should be relevant to the specific audience.
However, write your search engine optimized white paper for people. Google will match the search intent of your audience with your relevant content.
#3. Your Outsourcing Copywriting Agency Conducts A Thorough Research On The Topic
After choosing the right topic, your writer starts thorough research on the subject.
The research material ensures that you get insightful and persuasive content that delivers actual value.
But, how do they do the research?
- They find credible sources.
- Read blog articles, journals, reports, and white papers relevant to the same topic.
- They also connect and interview experts on the subject.
A written questionnaire and Zoom video interviews in the research process are effective.
#4. Your Outsourcing Copywriting Agency Makes An Outline.
A white paper is a long-form document that needs a well-thought-out plan before the writing starts.
An outline helps copywriters create a writing plan.
It helps you organize your ideas about your topic ahead of time. And that makes it easy to know what to work on when you sit down to write.
Here is an example of a simple outline for a white paper:
- Abstract or Summary
- Section Subheadings
Official statements are like research papers in a standard pyramid format.
#5. Your Outsourced White Paper Copywriting Agency Chooses A Title That Sizzles
In a 2008 study, German scientists discovered that our subconscious minds often “predict” our conscious decisions seconds in advance.
So here are some specific tips from scientists and news editors:
- Write longer titles. According to Backlinko, the longer a headline is, the better it performs.
- Sharethrough says, use context words. These words elicit strong emotional responses from people. They can increase a person’s interest and attention to a specific message.
- According to Eric Athas, digital training at The New York Times, writing your headline first helps unleash the full potential of your story. It helps you stay focused throughout the rest of your writing. And it gives you enough time to write a good title.
- Colin Dwyer and Stephanie Federico of NPR say that titles should be specific. People don't like to be tricked or disappointed.
Gordon Graham gives these tips on choosing a title that grabs attention:
- Understand that the title is critical.
- Learn to spot tired titles.
- Consider using a number.
- Take time to find a dynamic name.
- Stress the benefits for readers.
- Address prospects by job title.
Your official statement outsourcing contractor has all the reasons to craft a stunning title that grabs attention.
#6. Your Outsourced Copywriter Crafts A Captivating Introduction
An introduction is the first paragraph of your authoritative paper. The goal is to let your reader know what to expect from the content.
The introduction of your white paper is written in a captivating and arresting style to grab the attention.
The whitepaper has a few seconds to grab the attention of your reader.
To craft a title that grabs the attention of your target audience
Gaebler offers these tips:
- Make it enticing
- Make promises
- Be clear and concise
- Be clever
- Use a subtitle
Your writer makes the title eye-catching and welcoming because it takes center stage on your cover.
# 7 Your Outsourcing Copywriting Agency Formats Your White Paper
With 3.3 million Facebook posts, 448,800 tweets, and 149,513 emails sent every minute, competition for your readers' eyeballs is intense.
And those statistics are more sobering when you consider that the average human attention span is now less than that of a goldfish.
Therefore, a long-form document needs serious sparkle to grab attention.
However, the overall design needs to have an unforgettable impact.
To start, use the same fonts, color scheme, and overall branding used for other marketing assets.
Agency writers also consider these other design elements:
#8. Your Copywriter Uses Stunning Images And Graphs
Text matters most in document formatting, but not paying attention to design is a big mistake.
Using images strategically makes your salient points stand out. It also makes your content understandable.
Well-placed visuals like images, videos, charts, and graphs enhance the reading experience and support your arguments.
Visuals also make your white paper much simpler to digest.
#9. Your Writer Uses Headings, Subheads, And White Space
Headings and subheadings make it easy for your readers to scan the white paper.
And scanning helps them find what they need. Designers use different fonts or colors for headings and subheadings.
They create a clear distinction between lines of thought. It ensures that readers focus on the points that matter most to them.
White space is used generously around the main design elements. White space keeps the white paper from looking cluttered.
#10. Some Outsourcing Agencies Use White Paper Templates
Some agencies have and use document templates. A template can help envision how the white paper would turn out.
Some agencies start an authoritative paper design and format with a template.
#11. Your Copywriters Format For Mobile Readers
According to Statista, more than 54% of internet traffic is now mobile.
Outsourced official document copywriters have adapted to this trend by creating responsive designs.
Responsive design allows elements on a page to resize.
It makes it completely hidden from view in response to the size of the screen.
When an authoritative document is viewed on a smaller screen, font-sizes increase, buttons become large for touch screens.
The entire layout responds to make the page mobile-friendly.
However, some agencies that offer white paper copywriting have not adapted to this trend.
Surprisingly, most companies still use PDF format for their white papers.
#12. Outsourced White Paper Copywriting Agency Backs Up Your White Paper With Data
Backing your document findings with solid data ensures that it is informative, full of value, and well-researched.
And the use of verified facts, statistics, and other researched data as evidence positions the authoritative paper as an authority in its niche.
Moreover, such content impacts the readers positively.
Professional official document writers cite all the sources used in the content. All cited sources are fact-checked and relevant.
#13. Your Outsourcing Agency Proofreads And Edits Your White Paper
Proofreading and editing the authoritative report are essential parts of the writing process.
Proofreading ensures that the white paper is completely free of errors and polished.
It adds power to the writing. And without it, the document has a higher chance of containing errors.
However, proofreading focuses on finding and correcting errors in writing, grammar, and language.
When combined with editing, they help with the effectiveness of the writing style and the clarity of your ideas.
Not Sure If Outsourced White Papers Should Be Part Of Your Content Strategy?
- Content Marketing Institute found that 65% of B2B marketers use white papers as part of their content marketing strategy.
- DemandGen Report - 2017 Content Preferences Survey uncovers that 76% of buyers will share contact information to download a white paper.
- According to DemandWave, 53% of B2B firms state that white papers drive leads, and 40% state they drive conversions.
- Demandgenreport reports that the top 3 most requested content formats by B2B buyers include whitepapers (78%), case studies (73%), and webinars (67%).
- The B2B content marketing statistics from the Content Marketing Institute (CMI) show that 91% of B2B marketers use content marketing to reach customers. And the CMI’s 2018 B2C content marketing stats reveal that 86% of B2C marketers think content marketing is a key strategy.
Authoritative reports help you make data-driven decisions that bring business results like attention, visibility, leads, and sales.
Skills Needed To Write A White Paper
Writing long-form content isn’t always easy.
A few areas of expertise are needed to be a great white paper copywriter.
So, here are essential skillsets that any good copywriter needs to have to write a persuasive authority paper:
#1 Subject Matter Expertise
A well-written, engaging, and compelling position paper requires expert knowledge about a field or subject.
Though many professionals know more than one subject, some topics are more effective when written by experts in the field.
Researching can help you learn new things, but having prior knowledge gives you the confidence to write with authority on the topic.
For instance, it is easier for a person with a degree in accounting to write white papers than one without financial experience.
#2. In-Person Interviewing Skills
Interviewing subject matter experts and professionals is a necessary part of writing command papers.
A white paper copywriter needs a STRONG skill in interviewing.
Because of the pandemic, the interview could be virtual.
Whether through a video or in-person, interviewing skill is critical to writing an authoritative.
Copywriters spend most of the time scheduling and running workshops, finding information on networks, clarifying points, and Zoom.
So, having the skill to interview is critical to crafting a stunning white paper.
#3. Well-Structured Writing Style
Technical writers are good at writing authoritative papers.
A white paper convinces your readers that you are an expert in your field.
And this is achieved using a compelling argument and thought-out structure.
Having a well-structured writing style means that the paper is easily understood. It must have verifiable facts and accurate information.
Above all, it is relevant, engaging, and persuasive.
#4. Good Research Skill Set
Crafting an authoritative report is different from writing a blog article.
It requires a lot of patience and endurance.
Good research is key to a well-written white paper.
The research adds credibility and, most importantly, value to this in-depth account.
Research uncovers trustworthy information from reliable sources.
#5 Project Organization And Time management
Writing a white paper is a project that requires good organization and time management.
For instance, working with the person who authorized or sponsored the document, subject matter experts for input, and possibly graphic designers can overwhelm a person who is not organized.
Strong organizational and time management skills are necessary for crafting a solid white paper.
White Paper Outsourcing: Agency Copywriting Team Vs. Freelance Writer
There are tons of agency copywriting teams and freelancers to choose from. But how do you make an informed choice?
And what is the best outsourcing option for authoritative report writing?
Let's talk about freelance copywriters first.
Should You Use A Freelance Copywriter For Writing Your White Paper?
A good freelance copywriter could be a welcome addition to a copywriting agency team.
I am not suggesting that copywriting agencies are in any way better than freelancers in all circumstances.
There may be situations where it would be better to hire a freelance writer.
Here are some factors that make freelancers appealing.
For the most part, it is cheaper to hire a freelance copywriter than it is to hire an agency.
What you pay a freelance writer will vary depending on location and experience.
But in pricing, make sure you are comparing apples to apples and not apples to oranges.
A freelance copywriter specializes in a particular subject, niche, or organizational type.
However, there are many types of copywriting.
They include email, SEO, white paper, sales copy, case studies, pharma, and website copy. These copywriting types require a slightly different skill set.
Considering all the skills needed to produce a white paper, would a freelance copywriter be the best option?
Some freelance copywriters may have more flexibility than agencies. For instance, they usually have more flexible payment terms than agencies.
However, a long-term relationship may not be the right choice for your copywriting needs.
Some companies may need a freelance writer for a small, one-time project. Others may be wrestling with an uncertain budget to commit to a monthly plan.
In each of those cases, a freelancer is a better option.
Why You Need To Outsource Your White Paper Writing To An Agency
The importance of an authoritative report in building your brand cannot be over-emphasized.
It helps you build authority and generate more leads.
Having said that, your white paper writing deserves highly-skilled writers.
Partnering with an experienced copywriting agency that creates this type of high-value, long-form content gives you an edge over competitors.
A copywriting agency has a team of specialized writers, editors, and graphic designers ready to craft an impactful position paper.
Through training and experience, these copywriters have perfected the art of crafting authoritative papers that get results.
Agencies also have access to apps and tools that freelancers don’t have.
For instance, an SEO tool helps you identify keywords that help you rank high on the Google search results page.
When you hire a copywriting agency, you get a team of highly skilled subject-expert content creators.
And what's the benefit?
If you don't like the first draft of your position paper, the agency asks another writer to step in and rewrite it.
However, if a freelancer produces low-quality white paper, you might have to pay them for their service.
And then, find another freelancer to finish the project.
However, if you are ready for high-qualty, engaging and compelling white paper, hire our outsourced copywriting agency.
Our copywriting services include:
- SEO copywriting
- Web copywriting
- Email copywriting
- Case study copywriting
- Sales Copy copywriting
- E-commerce copywriting
- White Paper Copywriting
- Agency partnership copywriting
Final Thoughts On Outsourcing Your White Paper Copywriting
Brands use position papers to argue for the value of their products or services. It empowers your brand to flex its industry credentials.
A truly great white paper is authoritative, persuasive, educational, and even groundbreaking.
It helps your target audience believe that you grasp their problem and understand how to fix it.
A well-produced authoritative paper also positions you as the go-to expert in your field.
That justifies buying from you and possibly paying a premium, as your company's expertise makes you a safer bet to do business with.
However, you may decide to have your position paper produced in-house or by a freelance writer.
A professional copywriting agency is the best option for your white paper writing. Contact us.
WhatsApp us at: +234 080 331 75396 or +234 080 579 37786