How do I create white papers & case studies, and what is the best way to use them in my marketing efforts? (Alison Babcock, Commtrex Marketing)

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White papers and case studies are both highly effective content marketing tools that demonstrate thought leadership in an area of expertise. But in order to create and use them successfully, it is important to understand their differences:

White papers provide benefits and rationale for the implementation of a proposed solution.
Case studies provide actual examples for how a solution has fixed a problem.

With either marketing solution, the care you put into creating your document is just as important as the way you use it. Knowing which one to use and why is crucial to effectively promote your business.

White Papers

Since white papers present a problem and a solution, they can be used by marketers as advanced problem-solving guides. The goal of a white paper is similar to general marketing content: to educate and inform. It builds credibility and trust while serving as a tool to demonstrate the value of your product or service. A white paper allows you to capture leads, track visitors, and collect data.

Case Studies

Case studies give your audience more information about your product or service in the context of specific ways your company has historically solved problems. They tell the story of successful business partnerships between vendors and clients. A variety of case studies created around various aspects of your business can help your sales team convert leads into customers and upsell existing customers.

What are some general guidelines that are important to follow when creating your white paper or case study?


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Once your white paper or case study is finalized, both can be promoted in the following ways:

  1. Sent as a downloadable document through email
  2. Posted on your website
  3. Published through a press release or in a publication
  4. Social media promotion
  5. Sent as a thank you (i.e., for attending a webinar, viewing a podcast, etc.)

Commtrex has a proven technique of successfully promoting white papers and case studies with a focus on generating leads and converting leads into customers within the rail industry. Click below for more information about the marketing services we offer that will bring more attention to your company

Next week, learn about Social Media marketing ...

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