“Anything that shows thought leadership is a valuable part of an advisor’s communication strategy,” says Richard Heft, executive director of Ext. Marketing Inc. in Toronto.

White papers — a well-researched informational document describing a product, service or strategy — are strong communication tools because they convey information in depth without relying too heavily on promotional material.

“Ultimately, you hope that [white papers] generate discussion and sales, but it’s more to position yourself as a person who is thinking a little outside the box in ways that help their clients,” Heft adds.

Here are three tips when creating a white paper:

1. Create compelling content
Use lots of sourced third-party research or conduct your own, Heft says, but make sure that the information isn’t too sales or product-focused. Include content that you anticipate your client will want – or need – to know.

For example, if your focus is on tax free savings accounts (TFSAs), a white paper on tax efficient investing can become part of your overall discussion on TFSAs. Instead of taking a sales approach, emphasize the message that there are ways to invest in Canada that reduce the taxes you pay, and contribute to your savings over the long-term, Heft says.

2. Jazz up your copy
Many people view white papers as potentially dry, often jargon-filled documents with little visual appeal, but they don’t have to be static or plain-looking, Heft says.

You can include images, photos and illustrations to break up the copy and make the text more readable.

Consider using the new generation of infographics, conventional graphs, or tables to convey statistics or other key information. By using visuals to feature this kind of content you can help communicate your argument for readers who might initially gloss over technical details.

Heft also recommends including a table of contents and an executive summary to provide readers with a snapshot of your content.

3. Spread the word
If you put together a white paper with strong research and a compelling argument, you’ll want to use that content for your blogs, power point presentations and social media accounts, Heft says.

“I often tell clients, if you have an eight page white paper, every single topic, paragraph or thought can be a blog article,” says Heft. Instead of emailing your clients or posting the white paper on your website, break up the content into bite-size chunks to share on social media.

“It’s like a drip campaign,” Heft says. “You continuously use different components of that content and drive traffic back to your website. Instead of having a one-day shelf life, it can [last] 12 months.”

The end-goal is to encourage a dialogue with clients, Heft says. Each blog associated with the content of the white paper should have its own call to action, such as a link to the full white paper or an open invitation for clients to call for more information.