One powerful tool that often goes unnoticed in the world of marketing and business development is the white paper. While many people associate white papers with technical and industry information, these papers are far more than just dense reports.
White papers are actually a great way for businesses to establish thought leadership, generate leads, and drive growth. But how?
Well, first let’s get into what a white paper really is.
Regardless of whether or not you consider Valentine’s Day a Hallmark invention designed to boost profits benefiting the corporate greeting card sector, or you sincerely try to fashion yourself as a glaring bull’s eye for cupid’s arrow, the supposed history — compared to the here and now — of Valentine’s Day do not match up. But take heart, the disparity between these two realities should be considered a sustained stroke of marketing genius.
On our first foray into the farm-to-table realm, Jenn and I decided to pitch Republic, a successful restaurant local to our home office. We wanted the owners, Chef Ed Aloise and his wife, Claudia, to let us capture their story; animate their mission, demonstrate their transparency and unwavering commitment to local sustainability.