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