Using Whitepapers In Your Content Marketing Strategy
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Whitepapers can be an effective part of a content marketing strategy. They establish thought leadership, highlight a company's expertise, and indirectly promote products and services. Whitepapers educate prospects and can shorten the sales cycle by speeding up lead generation. Effective whitepapers provide succinct and valuable information to interest audiences and address their problems. They should be distributed through social media and referenced in other content like blogs to maximize reach.
Using Whitepapers In Your Content Marketing Strategy
- 1. HOW TO USE WHITEPAPERS IN YOUR CONTENT MARKETING STRATEGY?
- 2. WHAT IS CONTENT MARKETING? Content marketing is : Creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour.
- 3. THE CONTENT MARKETING STORY On 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.
- 4. 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
- 5. 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
- 6. 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.
- 7. 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.
- 8. 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.
- 9. 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.
- 10. THANK YOU
Editor's Notes
- #3: art of communicating without selling Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
- #7: Social media and blogs are usually the basic requirements of every content marketing strategy. Having a good blog with a lot of good content and being able to share them on social media platforms with lots of followers and fans can be a really good start. A blog can be very powerful and educative, but it would normally take you some time before you start generating leads (on average it takes about 6 months for a blog to generate leads) from it.