Helping content marketers more confidently navigate the world of brand storytelling.
Aug. 8, 2023

Breaking Down White Papers – Jessica Mehring, episode 118

Breaking Down White Papers – Jessica Mehring, episode 118

EP 118. Should you create a white paper as part of your content marketing plans? How? When's the right time to create one? What's the difference between a white paper and an ebook? Are they still relevant? What do the best white papers have in common? White paper expert, Jessica Mehring from Horizon Peak Consulting joins Sarah to evaluate.



Welcome to another episode of the Marketing With Empathy® podcast! In today's episode, we dive into the world of white papers and their role in modern content marketing strategies. We explore their decline in popularity, the rise of visual and video content, and why white papers still hold their authority and effectiveness. We'll also discuss how incorporating white papers into your content mix can make you stand out amidst the competition.


Our special guest, Jessica Mehring, a white paper expert and founder of Horizon Peak Consulting, joins us to share her insights and expertise. With a background in copywriting for both creative agencies and large technology corporations, Jessica helps guide us through the process of creating impactful white papers and integrating them into our storytelling content plans. She also shares a case study about how a commercial landscaping company used a white paper to highlight their environmentally friendly practices and differentiate themselves in the market.


Whether you're a content marketer in the technology industry or exploring white papers for the first time, this episode is packed with valuable information to help you navigate the world of white papers and connect with your audience through compelling content. So grab your favorite beverage, sit back, and get ready to discover how white papers can elevate your marketing strategy on this episode of Marketing With Empathy®!



1. How has the popularity of white papers changed in recent years? Why do you think this shift has occurred?

2. Do you agree with the speaker's statement that companies using white papers can stand out from their competitors? Why or why not?

3. Who are the target audiences that white papers are particularly effective for? Why do you think this is the case?
4. What are the benefits of creating a comprehensive white paper and using it as a foundation for other content assets? How does this approach improve the overall content strategy?

5. Can you think of any other common mistakes that marketers make when creating white papers? How can these mistakes be avoided?

6. How can white papers be effectively used as sales enablement tools? In what ways can they establish credibility and trust with potential customers?

7. Can you share any examples of how white papers have been successfully used by companies to enhance their brand storytelling or solve specific customer problems?

8. What role does empathy play in building trust with audiences through white papers? How can white papers demonstrate understanding and provide value to potential customers?

9. What are the characteristics of a high-quality white paper? How can marketers ensure that their white papers are authoritative and compelling?

10. Have you ever created a white paper or worked with one in your content marketing strategy? What were your experiences with it? 



00:01:18 White paper: a high authority content asset.

00:03:08 Empathy and trust build with white papers.

00:06:40 Create white paper, then repurpose for content.

00:11:08 Surprising white paper for eco-friendly landscaping company.

00:15:52 White papers stand out in content marketing.

00:18:03 Powerful sales tool: email white paper attachments.







Marketers don’t have enough time to do content marketing well. Sarah Panus helps you check storytelling projects off your marketing to-do list using 20 years of frameworks and methods, so you get your time back while confidently engaging new + existing customers.


It shouldn’t feel like you’re falling behind because you can’t get your content work done. Sarah understands how hard it is to juggle your demands. Clients: Sleep Number, Starbucks, LegalZoom, Katie Couric Media, Thrive Global, Nestle Waters, Lindt Chocolate, American Heart Association, Alta Tech, King Technology, Christos Bridal, LegalZoom, etc.


She’s a brand storytelling consultant, podcast host of Marketing With Empathy® (top 5% of all marketing podcasts), Certified StoryBrand Guide, and owner of Kindred Speak® consulting. Sarah works with clients by either doing the work for them through her freelance consulting services; OR, coaching them to think like Editorial Content Directors in one of her online courses. Visit to learn more.