• DVM360_Conference_Charlotte,NC_banner
  • ACVCACVC
  • DVM 360
  • Fetch DVM 360Fetch DVM 360
DVM 360
dvm360 | Veterinary News, Veterinarian Insights, Medicine, Pet Care
dvm360 | Veterinary News, Veterinarian Insights, Medicine, Pet Care
By Role
AssociatesOwnersPractice ManagerStudentsTechnicians
Subscriptions
dvm360 Newsletterdvm360 Magazine
News
All News
Association
Breaking News
Education
Equine
FDA
Law & Ethics
Market Trends
Medical
Politics
Products
Recalls
Regulatory
Media
dvm360 LIVE!™
Expert Interviews
The Vet Blast Podcast
Medical World News
Pet Connections
The Dilemma Live
Vet Perspectives™
Weekly Newscast
dvm360 Insights™
Publications
All Publications
dvm360
Firstline
Supplements
Vetted
Clinical
All Clinical
Anesthesia
Animal Welfare
Behavior
Cardiology
CBD in Pets
Dentistry
Dermatology
Diabetes
Emergency & Critical Care
Endocrinology
Equine Medicine
Exotic Animal Medicine
Feline Medicine
Gastroenterology
Imaging
Infectious Diseases
Integrative Medicine
Nutrition
Oncology
Ophthalmology
Orthopedics
Pain Management
Parasitology
Surgery
Toxicology
Urology & Nephrology
Virtual Care
Business
All Business
Business & Personal Finance
Hospital Design
Personnel Management
Practice Finances
Practice Operations
Wellbeing & Lifestyle
Continuing Education
Conferences
Conference Listing
Conference Proceedings
Upcoming dvm360 Conferences
Resources
CBD in Pets
CE Requirements by State
Contests
Partners
Spotlight Series
Team Meeting in a Box
Toolkit
Top Recommended Veterinary Products
Vet to Vet
Veterinary Heroes
  • Contact Us
  • Fetch DVM360 Conference
  • Terms and Conditions
  • Privacy
  • Do Not Sell My Information
  • About Us

© 2023 MJH Life Sciences and dvm360 | Veterinary News, Veterinarian Insights, Medicine, Pet Care. All rights reserved.

Advertisement
By Role
  • Associates
  • Owners
  • Practice Manager
  • Students
  • Technicians
Subscriptions
  • dvm360 Newsletter
  • dvm360 Magazine
  • Contact Us
  • Fetch DVM360 Conference
  • Terms and Conditions
  • Privacy
  • Do Not Sell My Information
  • About Us
  • MJHLS Brand Logo

© 2023 MJH Life Sciences™ and dvm360 | Veterinary News, Veterinarian Insights, Medicine, Pet Care. All rights reserved.

Why White Papers Make Good Content Marketing

November 20, 2018
Naren Arulrajah

White papers fall within the realm of informative, high-authority content that provides in-depth information to interested readers.

A white paper is a persuasive, authoritative report on a specific topic; as a rule, they present a problem and provide a solution. Think of white papers as illustrated magazine articles that inform more, entertain little, and keep the reader hooked for a longer timespan. They are meant for people who seek information beyond browsing through the day’s headlines.

Understandably, not every digital marketing team has the luxury of high-quality white papers but they should insist on having a few to drive their content marketing efforts. If getting a white paper done within your current setup seems impossible, consider content-sharing. Many research firms are now ready to share professionally executed white papers that can bring in more website traffic, social shares, and sales queries.

RELATED:

  • Digital Marketing Tips for Veterinary Practices
  • The Best Way to Market Your Veterinary Website

Key attributes of a successful white paper are accuracy, authority, and the ability to attract your targeted audience.

Advertisement

Attracting the Audience

Lead generation is often the result of stimulating curiosity or grabbing attention. Many downloaded white papers might not be read entirely, but they still help to fuel lead generation.

The information provided in a white paper should be molded in a more sellable, sales-oriented form. This means using more headlines and subheadings along with lots of pictorials, such as graphs, infographics, and charts. Images containing easy-to-interpret data are much more interesting than text-only documents and are instantly more shareable on social media.

White papers tend to be audience-specific; they seldom find relevance for a broader consumer segment. You need to promote your veterinary practice's white papers in a focused way after deciding what type of readers are likely to be drawn to it.

Maintaining the Standards

A white paper that does not read as though it was written by an industry veteran—with some contemporary flair—and loaded with graphically substantiated data is unlikely to make an impact. As a result, any effort to create reader baits within the content might look like a rude sales pitch. Ensure the content does not sound like regular, lifestyle articles. From indexing to quoting references, it is imperative that a white paper stands its ground and is confident about the numbers and trends it cites.

Naren Arulrajah is president and CEO of Ekwa Marketing, a complete internet marketing company that focuses on SEO, social media, marketing education, and the online reputations of veterinarians/practice owners. With a team of 180+ full time marketers, we help practice owners who know where they want to go, get there by dominating their market and growing their business significantly year after year. If you have questions about marketing your practice online, call 855-598-3320 to speak one-on-one with Naren.

Related Content:

Toolkit
The dvm360 toolkit: Honing in on heartworm disease
The dvm360 toolkit: Honing in on heartworm disease
Why yearly heartworm testing is a must
Why yearly heartworm testing is a must
Have a heart: why dogs need heartworm testing
Have a heart: why dogs need heartworm testing

Advertisement

Latest News

3 Must-reads for National Pet Dental Health Month

Veterinary Dentistry Specialists first to apply human fracture repair technology to companion animals

Long Island University debuts College of Veterinary Medicine Learning Center

Paving the way for a more diversified veterinary profession

View More Latest News
Advertisement