White papers + flagship content

Inform and engage while making your case.

B2B audiences want content that helps them make informed decisions.

I’ve spent much of my career writing high-trust, flagship B2B content that moves audiences from understanding to action without overselling — white papers, guides, ebooks, blogs, campaign assets, and more. Today, flagship content that stands out has become a must-have to earn trust in our oversaturated, constantly moving, AI-frenzied B2B world.

What’s more, the way audiences consume and engage with content has changed, too. About two-thirds of B2B decision-makers prefer interactive, dynamic content over static content like PDFs because it offers a more engaging online experience, more control, and is easier to share.

You can use the flagship content I write for you, whether it’s static or dynamic, as a standalone piece or the cornerstone of a high-performing campaign or content hub.

Why it works

It builds trust while helping buyers make decisions.

Your prospects see you as an expert who truly understands their challenges. When you publish thoughtful, engaging content that provides real value to your audience instead of trying to sell them something, decision-makers trust you enough to engage with your ideas — and, in time, your services.

Types of deliverables

Written for static or dynamic (interactive) formats:

Q: Why do companies hire you to write flagship content?

They know long-form content is a specialty.

Along with being credible, data-backed, and easy to read, your content needs to have an interesting beginning, middle, and end (just like a story) and a through-line that ties it all together. Writing long-form content is different from writing other types of content.

If your flagship content is boring or disjointed, your audience will stop reading and focus on something else. And if it’s inaccurate (gasp) or sloppy, your company could be off the short list for good.

But if it shines, so will you.

They want to connect with the right audience.

Great strategic content speaks to specific people. I work closely with my clients to identify and refine audience focus — whether we’re writing for an industry, role, persona, account, or another type of audience. And then I write to address the needs, interests, and concerns of each specific audience.

They want unique, standout writing that works on any device.

B2B audiences are drowning in a sea of sameness, and AI-written content has only made it worse. B2B buyers want your take, not a template. My goal for your flagship content is to tell a distinct “story” that’s interesting, compelling, and sounds like you — so when they’re done reading, they’re glad they took the time. That’s how brands stand out and make genuine connections today.

P.S. They also want to be able to read it on whichever device is handy.

It’s harder for your content to build your business if your prospects can’t read it on mobile. If you’ve tried reading a static PDF on your phone, you know the struggle. I can help ensure your content is effortless to access.

They want to leverage modern tools.

Using a dynamic format that’s built online, you can create personalized content experiences for specific audiences by tailoring assets down to the individual level. You can track at the granular level, too, and adjust your content (and even sales pitch) based on data that reveals which content sections are getting the most traction and by whom.

They want a streamlined process.

In addition to getting the content they want, clients often comment on how smooth my process feels, even for complicated pieces. I focus on first building a rock-solid foundation that includes discovery, research, and SME interviews, and then provide a robust outline that we agree on before I begin the detailed work. Shared clarity means my first drafts are usually close to final, even for new clients.

And if your content needs updating as conditions shift, I will streamline that process for you, too.

Q: Are there options to building content from scratch?

Yes — repurpose what you already have!

If you have white papers, blogs, long-form assets, or other content that’s outdated or underperforming, let’s bring them back to life — see my Modernize + refresh service. I’ll help you update and restructure key assets for impact and conversion.

Examples of dynamic (interactive) content.

Most B2B buyers prefer dynamic content. It’s more engaging, easy to skim and share, and can be read on any device.

See my portfolio.

Explore different types of assets — white papers, thought leadership, content marketing, more.

Publishing long-form flagship content is core to B2B strategy.

78 %

of B2B buyers used white papers to research purchasing decisions in the past 12 months, higher than any other content format

Content Preferences Survey, DemandGen

63 %

of B2B marketers rated white papers as “very effective” or “extremely effective” for lead generation — the highest rating among all content types

2024 Survey (gated), Marketing Sherpa

69 %

of marketers used long-form articles and posts in 2024 and 51% used ebooks and white papers

Content Marketing Institute (latest research)

High-quality flagship content is your organization’s best proxy. Why not help your audience feel confident in your capabilities before they even meet you? Our next step is a brief call to determine if I might be the right writer for you. If we’re a match, let’s get your project started.

Let’s talk!

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