White Papers, Case Studies & Ebooks
With 81% of repondants in a recent survey* saying they “must be able to trust brands” they buy from, trust has never been more integral to business success.
Luckily, there’s a whole range of tools that businesses use to showcase their credibility and to build trust with their customers. And white papers, case studies and ebooks are only a few of these.
Essentially, it’s about presenting your business as the people ‘in the know’ when it comes to your sector. And it’s also about showing consumers the actions you’re taking to do what is right in the wider environment too.
*Edelman brand trust survey 2019
What it is: long-form content
Long-form content is the big guns in content marketing. It is an in-depth look at a topic that relates to your business.
And there are many different types of long-form content depending on what you want to achieve. The main three are:
- White papers
- Case studies
And depending on your business goals, each one serves a different purpose.
Why it's important: building trust and rewarding loyalty
White papers are an authoritative, data-driven and unique analysis of a specific problem. They provide an in-depth look at an issue and put forward your chosen solution. This is usually one of your products or services.
White papers are fantastic for building authority in your sector.
Case studies outline your success in dealing with a specific client or situation. They present exactly what happened and what actions your company took to achieve success.
Case studies are excellent for showing potential clients how your work and what you can do.
Ebooks are essentially electronic books, and can range from short ‘basic guides’ to hundreds of pages on a specific topic.
Ebooks can be a brilliant way of generating additional income online. They can also be great as an incentive for building a subscriber list or as a reward for loyal customers.
How it works: the long-form content creation process
My engagement process is the same for whatever work I’m doing:
- Initial enquiry – the part I’m hoping you’ll do shortly where you fill in my contact form with as many details as you can.
- Clarification – I get back to you to answer questions and get missing pieces.
- Quotation – I send you what it’s going to cost.
- Proposal – If you agree, I send you a full agreement outlining exactly what I’ll do for you, when, and how much I’ll charge.
- Brief – I pick up the finer details of the project to make sure the process is as smooth as possible.
This process generally doesn’t take too long, around an hour of commitment from your end in total, including all five steps. Once this has been agreed, I can get to work on the creative process:
- Research – I conduct the necessary research required on the topic.
- Writing – I write the first draft of the piece, or an agreed-upon portion of it.*
- First draft – I submit this piece for your feedback in good time.
- Revision(s) – If there are any elements that you feel are unsuitable, I will revise the piece up to three times.
- Final draft – I submit my final draft alongside my final invoice, within budget and on time, every time.
*for longer projects such as lengthy white papers and ebooks, additional check-ins are essential.
Note: if this is the first time we’ve done business, I may ask for 50% of the fee upfront.
How much it costs: long-form content pricing
Since writing content is both skill and art, it can be estimated but never fully quantified until you’re in the thick of it. The true cost of a piece of content is determined by the following factors:
- How long it will be in words
- The difficulty in terms of topic depth and research required
- How long it’ll take me in hours or days
- When it’s needed by
- £30 hourly rate
- £225 daily rate
- £180 for an 1000-1200 word case study that doesn’t require extensive research
- £1250 for a 4000-5000 word white paper that requires extensive research
- POA for ebooks as the scope and required commitment can vary wildly
What is included: why it's worth it
Included within the price is the following:
- Full 10-step process listed above, contracts drawn up, phone calls/emails and all back and forth
- All research required which can be extensive and time-consuming
- For white papers: review of current market as well as copy-editing for any technical results provided
- For case studies: direct communication with clients if suitable to ensure excellent presentation
- For ebooks: three suggestions on book & chapter titles as well as guidance regarding positioning
- My unique experience working within financial services including IFA qualification
- My copywriting diploma from CMP, the gold standard for copywriting
- Experience from studying marketing at degree level
- Five years of business writing experience both within finance and as a freelancer
- Professional indemnity insurance