using whitepapers in your content marketing strategy
TRANSCRIPT
HOW TO USE WHITEPAPERS IN YOUR CONTENT MARKETING STRATEGY?
WHAT IS CONTENT MARKETING?
Content marketing is :
Creating and curating relevant and valuable content with the intention of changing
or enhancing consumer behaviour.
THE CONTENT MARKETING STORYOn an upswing driven by :
Consumer behaviour is changing:
Innovative engaging content is the foundation of the modern marketing strategy .
Mobile Internet usage growth
213 million in June 2015
E-commerce growth
Expected to reach $70 billion in June 2014
Video explosion
Growth of digital video
Extensive online research via multiple devices
Omni-channel buying behaviour based on research,
Changing consumption patterns– digital video over television ads, product related content over print ads, mobile content over desktop content, short snack able content over long form content.
WHAT IS A WHITE PAPER?
A whitepaper is long form authorative content designed to:
• Establish thought leadership
• Establish the author’s knowledge of a domain, technology or process
• Indirectly highlight the products or services from a specific company
WHITEPAPER IN THE B2B BUYING PROCESS
Research
• Thought leadership content
• Research reports, Webinars
Consider
• Datasheets, Features List
• Product videos
Trial
• Detailed demos, Support docs
• Competitor comparison lists
Buy
• Customer testimonials, Case studies
• Privacy, Security docs, Special discounts
HOW TO USE WHITEPAPERS IN YOUR CONTENT MARKETING STRATEGY?
White papers can shorten up the gestation period by speeding up lead generation through their educative
and persuasive nature and cut short the vast amounts of time blogs take.
INCREASE BUSINESS WITH WHITE PAPER
Provide succinct
information in whitepaper for
audience to crave.
Provide an interesting abstract
about the whitepaper and
induce them to visit the registration page.
Reach max. audience through
social media links E.g. Increase Facebook
likes. Increase no. of followers in linked &
twitter with strong content.
Place reference link to white paper in
blogs and vice versa.
Repurpose the whitepaper to small articles and blogs.
Increase news-letter sign-ups. Draw your
readers to registration page.
Whitepaper
Whitepaper can generate campaign of
related materials.
A WHITEPAPER SHOULD HAVE:
Content that enables
prospects to understand alternative
solutions, like product
comparisons, analyst
reports, or white papers.
It should discuss the
benchmarks and best practices, including
survey results.
Content written by
subject matter that discuss topics like
‘risks in financial services’.
Content that provides
perspectives on the market and solutions.
Content that challenges a prospect’s thinking.
Content that gives advice
about making the decision
like ROI calculators which will
calculate the Total cost of
spending verses output.
TIPS ON CREATING SUCCESSFUL WHITEPAPERS
Give Away Secrets
• Giving away a few secrets in your white paper will make it unique.
Find out your audience’s problems
• Solutions to audience problems will make then contact. So find their biggest problem and find solution to it.
Keep Your White papers Short
• Decision makers of a company who have very little time on their hands. They will always prefer reading a short white paper to a long white paper.
THANK YOU