White Papers and Special Reports
Present your case, expertise and knowledge with longer-form content
Educate others while collecting new leads and/or motivating others to action
Both white papers and special reports are longer-form content formats with specific purposes.
I write content for both:
White papers are used to build your brand, collect email addresses via download, and strongly encourage readers to purchase your products or services
Special reports (aka "State Of X" or industry reports) are used to challenge the way people think about or improve their knowledge of a certain issue, are research-heavy, and argue for readers to do something (whether through decision-making or otherwise)