Roving Report: Double Your B2B Income by Writing White Papers

Did you know that writing just a few white papers each year could help you double your web-writing income? That white papers are among the highest paid web-writing projects?

Many web writers are unaware of just how lucrative writing white papers can be. Fortunately, Steve Slaunwhite was on hand to share this information with a group of Wealthy Web Writers during a recent live event.

Steve has been a copywriter for 17 years, and he’s a marketing expert. He specializes in B2B (Business-to-Business) copywriting. Steve also knows firsthand just how much white papers can add to a web writer’s bottom line.

In fact, Steve really likes white papers!

Although white papers used to be a traditional print communication, that’s no longer true. Actually, white papers are almost exclusively part of the online world today.

Many businesses make them available as downloadable PDFs. Others create white papers in video format. Regardless of the format, today’s white papers are designed for online consumption, delivered via a website or an email.

White papers are promoted, used, and marketed online. In fact, almost any aspect of B2B lead generation involves a white paper.

In other words, white papers are very much part of the web-writing world.

You need to let your clients know that writing white papers is a service you can provide — Steve admits he learned that lesson the hard way.

Some years back, he was doing lots of writing for a company called Eloqua. He wrote web content, emails … he was pretty much their go-to web writer.

One day, they came to Steve with a new project. They wanted him to write everything for a new marketing program.

It turned out they had created a new white paper for lead generation. Steve admitted, “I could have turned a $5,000 project into a $10,000 project if only I had promoted that I wrote white papers.”

Early in his career, Steve managed to parlay a $300 job into an $1,800 project by writing the white paper to go with the promotional writing the client asked him to do.

If you enjoy a journalistic style of writing, if you like researching and digging for information, you’ll love writing white papers.

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Susanna Perkins

Susanna was dragged back, kicking and screaming, into freelancing after losing her job in the banking meltdown in March, '09. One 3-month stint in an appalling temp job persuaded her to get serious about establishing herself as web writer. In March, 2012, she moved to a small town in Panama with her husband and three small dogs. After enjoying the writer's life in the culture of "buenas" and "mañana" for 2-1/2 years, she's returned to the US. At least for now.


  • Well done, Susanna. Thank you for an excellent presentation of solid and viable information.

    Aloha –

  • Hi Susanna. Thanks for the good information! I don’t have a technical background. Is the White Papers niche a direction I can still move toward?

    • Definitely. There are all sorts of non-technical B2B companies out there that could use white papers. Think about your areas of interest. What B2B companies might you find in those areas? They would be a great place to start.

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