One of my clients, whom I have worked with for over 15 years, approached me last November to help her create a white paper for WorkCompCentral. She wanted the white paper to stand out and make the design unique, not a lengthy dull white paper. So our brains started creating ideas and directions to take this special report to the industry’s top. Below are the design steps it took to launch this critical special report.
- Create a logo for the white paper with a sense of urgency. You want to make the reader want to download the paper.
- Create custom graphics that are not your typical stock photography. I used custom Illustrations and unique shapes with a soft color palette in this design. The illustrations show emotion.
- I created multiple character styles for the paper to ensure the fonts were consistent and easy to read.
- Callouts throughout the document are critical to making it flow. I used icons and blue boxes for treatment, helping them stand out on the page.
- A clean footer design doesn’t take the reader off the copy and still shows the footnotes.
- We opted for the author bios to be black and white and cut out to make them pop from other color imagery.
- The final edits were made, and I created an interactive pdf with links throughout for the footnotes and resources page.
Now the fun part! How do you promote this beauty of knowledge?
Creating digital ads on the WorkCompCentral website drives traffic to the landing page to capture contact information to download the white paper. Some ads are static, and some are animated gifs. I created social media graphics to promote the white paper in social posts. Congrats to WorkCompCentral on launching the Chronic Pain Explained: How to Manage Chronic Pain in the Workers’ Comp System this week.
Look further if you are curious about how a white paper can help generate business leads. The geek is here to help; fill out our let’s chat form > https://marketinggeekchic.com/lets-chat/.