White Papers for Green Alpha Advisors
Project: Three white papers — including template, graphics, and co-creation of content — that demonstrated 1) Green Alpha’s expertise in sustainability-focused investing, 2) systemic risks (e.g., climate, inequality) are also economic/market risks, and 3) these risks present economic/market opportunity
Project Overview:
End Goal: To create evergreen documents that would be used across digital and traditional channels to promote brand awareness
Voice: Trail-blazing, thought-provoking
Audience: 1) Institutional investors, 2) Financial advisors, and 3) Individual investors (including high-net-worth individuals)
Results: When deployed via MailChimp email marketing, the white paper emails’ Average Open Rates and Average Click Rates consistently exceeded MailChimp benchmarks for Business and Finance. Over 70% of physical copies brought to conferences were taken by participants.
My Keys to Success: Rigorous research, strong visuals, highly collaborative content production, focused approach to editing
White Paper Highlights
Just a small slice of how I make the magic happen.
To see a full sample, click here.
Make it Eye-Catching
Here’s the secret sauce for a cover page that will draw in the reader from the get-go:
bold visuals
catchy titles
intriguing subtitles
a brief overview
a sleek logo
Make it Skimmable
Let’s be real. Few people are going to read a whole paper. I make it easy on readers by inserting key highlights, bolded text, pull quotes, and sidebars. That way, readers are much more likely to stick with it and absorb the essential points.
Make it Visual
On average, people retain 80% of what they see, 20% of what they read, and 10% of what they hear. Weaving in a series of infographics and charts maintains the reader’s attention.
