3 tips for maximizing whitepaper lead generation
A carefully crafted whitepaper can offer your business a huge amount of exposure, more industry connections, and new business. But developing a good whitepaper is only the beginning: a poorly planned or executed rollout can severely limit the results – turning your whitepaper into a waste of time, effort, and money. We offer three tips for avoiding that pitfall and maximizing whitepaper lead generation.
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1. Plan your distribution strategy
To make sure your whitepaper reaches your target audience, carefully plan your distribution strategy: from target groups and address lists to the channels you’ll use and your content schedule, each aspect of your distribution
should be clear and precise.
Defining your strategy will involve many choices. For example, think of how some readers will access your content: if you gate your whitepaper, requiring readers to enter in their contact information before they can download it, you will be able to gather valuable leads and contact information. However, gating may also limit potential engagement. On the other hand, an open channel like LinkedIn might yield less contact information, but help you reach a larger audience and greater visibility. All of the decisions you make in these areas tie in with your overall communication strategy and the goals you set for your whitepaper.
2. Reuse & recycle content
A good whitepaper can be a very rich and diverse source of information and insights. So rather than using it as a single piece of content, view it as a source of materials that can be reused, recycled, and reshaped for many purposes. For example, posting excerpts from your whitepaper every week or two for a few months after launch can be a useful way of reaching new readers and gaining new leads – all from one whitepaper. You could take a chapter or paragraph, or a set of statistics you’ve written about, and present each of these as short, stand-alone posts social media, such as LinkedIn or Facebook. These recycled pieces can become part of your content marketing strategy in their own right: they can act like teasers, grabbing readers’ attention and directing it towards the full whitepaper, or as stand-alone articles, generating interesting and traffic in their own right. This is one reason why whitepapers are such valuable marketing tools: they offer a wide range of longer-term content marketing possibilities. The trick is to make sure you harness those possibilities.
3. Shape your whitepaper to your distribution methods
If your rollout strategy involves recycling whitepaper content for posts and articles, we offer three pieces of advice:
1. Draw up your whitepaper using a modular structure, so that its separate sections and chapters can easily be presented as stand-alone pieces;
2. Include a diversity of aspects of the topic you’re dealing with, providing plenty of context and covering all the main questions a reader might have. This will not only raise the value of your paper, but also yield a broader range of possible stand-alones.
3. Aim for high quality, both in terms of content and writing style: if your whitepaper’s structure is shaky, or difficult to read, readers will drop out and potential leads will be lost. This is one reason why most companies involve specialized external agencies in plotting and developing whitepapers.
A successful whitepaper launch can yield impressive returns: if it’s done well, you have a small, one-off investment that offers substantial potential for finding leads, making connections, and growing your business.
Need a partner for developing and rolling out a whitepaper? Speak to someone at Rebelieve today