Challenging the 4 biggest concerns about white papers when marketing to HR

If you’re selling into HR, you’ve probably considered adding a white paper to your marketing mix at some point.

It’s clear that a well-written white paper can really help build credibility and support your sales process – from lead generation right through to signing on the dotted line. But with so many alternative marketing channels available now, are white papers still an effective way to catch the attention of the HR decision maker?

It seems so. When I was researching the content for my own white paper about how white papers are used by the HR buyer – and the HR supplier – there was clear evidence of their value.

Despite this enthusiasm, there are a few common concerns about getting a white paper researched, written and rolled out.

The 4 concerns about using white papers to market to hr decision makers

1. A white paper isn’t as effective other marketing channels

Of the marketers I surveyed, 52% said they preferred to use shorter content to reach new and existing customers. Snackable formats such as video or audio seem more flexible, while a snappy update on social media feels like a more direct way to connect with busy HR buyers. But is this true?

Shorter, digestible content certainly has a place in making your brand visible and sparking an initial connection. But as your audience moves closer to the decision to buy, they’re looking for well-researched insights and comparisons – which are much harder to shoehorn into a limited word count. If they want to share your analysis with colleagues, flipping to a page is much easier than hunting down the timestamp in a podcast or webinar.

Sabrina Ponte, Chief Commercial Officer at Executive Grapevine, says that for these reasons, white papers remain effective:

“White papers are the preferred form of content in HR. We see that around 85% of clients’ white papers generate truly valuable leads. It’s THE marketing tool out there at the moment.”

2. HR leaders don’t read white papers

Some businesses are unsure if inbox-weary HR leaders have time to read longform content. According to Sabrina, appetite for useful content is growing, not shrinking, with more people downloading HR-related reports since COVID-19:

“White papers have always been popular, but we've seen a huge surge in downloads over the last couple of months. They're thirsty for knowledge and have a bit more time to read. They want the stats and detailed insights. They want something meaty.”

A word of warning though: poor quality content never works. A white paper will only benefit your business if it’s genuinely useful to your readers, with original and actionable insights that support their business goals.

3.  ‘Thought leadership’ sounds a little arrogant

Some businesses are wary of putting themselves forward as ‘the expert’. Isn’t the concept of thought leadership a bit self-indulgent, when we should be moving away from the ‘hard sell’ and towards collaboration and partnership?

Your readers aren’t stupid: they know you have something to sell. That’s why they’re engaging with you in the first place. With nearly 60% of decision-makers awarding business to a company on the basis of high-quality thought leadership alone, sharing expertise that solves their problem is clearly valued.

Rather than thinking of thought leadership as a sales tactic, consider how your white paper can help you lead through insights, by offering support and guidance to the people you hope to partner with.

4.  It’s impossible to cut through the noise

Even when they see how a white paper can help nurture relationships with HR buyers, many businesses worry that they don’t have something different to say. They’re not sure what to write about, and they worry they’ll get lost in the noise.

The answer is to ask your audience. Listen to what your potential readers say they’re struggling with and build your white paper around a solution. Solve real problems for them, based on real discussions with your customers. Remember, it’s about their agenda, not yours.

When it comes to white papers, the challenge isn’t usually in the actual creation of the words.

What my clients find tough is the researching, writing and promoting of the white paper.

It does take time - and resource - but the payoff can be huge.

My white paper, Selling into HR? Don’t write off white papers just yet, takes you some of the way to creating a white paper HR leaders will love.

Let me know if you want me to send you a copy.

If a white paper is the piece missing from your marketing plan right now, shall we have an initial conversation to see if I can support you?