Discover why offering white papers and other free content as premiums can double the response to your lead generation and email marketing campaigns. You will also learn how to create free content offers that generate more leads while achieving other marketing objectives. Topics Covered: • 5 reasons to offer free white papers in your marketing • The 4 characteristics of a successful offer • Choosing white paper titles and topics with the strongest appeal • Generate twice as many leads at half the cost • Interest prospects in your product, not just your whitepaper Presenter: Bob Bly

1. SECRETS OF SUCCESSFUL
CONTENT MARKETING

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Robert W. Bly
Center for Technical Communication
www.bly.com
(973) 263-0562
rwbly@bly.com
Twitter: @robertbly
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Content:
Apples help prevent cancer.
Copy:
A delicious fruit you can find in your refrigerator that
can help prevent cancer.

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14 Things…

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The 3 Rs of content optimization
•!Reorganize – take existing content and restructure it in a way that
is more useful to your prospects
•!Rewrite – companies often find it useful to rewrite to content when
it is either dated or has been exhausted due to a high level of
previous consumption
•!Retire – every piece of content has a shelf life. You cannot use
the same content indefinitely
Source: Marketing white paper “Creating Content that Sells”

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Bad content example:
Copywriting Tip
Most of your customers don't really give a crap about you, your products or services,
or your goals and dreams.
What they care about is how you can help THEM.They are too busy trying to figure out
how to overcome their challenges!
How to avoid it:
The key to writing great content is to either (a) present a new idea (very difficult) or
(b) communicate an old idea!in a fresh, new, and compelling way (challenging but easier).
If you do neither, then you are wasting the reader’s time by stating the old in a stale
way. So why even bother? Answer:You shouldn’t.

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Custora came up with its figures by analyzing data from 72 million
customers shopping on 86 different retailer sites.

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E-Mail

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30. P. 29 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Marketer
Bait Piece
(free content offer)
Prospect

31. P. 30 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
Promotion
Bait Piece Offers
Fulfillment
Follow-Up
Close
Prospect
Requests
Bait Piece
Purchase?
NO
Bait PieceBait Piece
YES
NO

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LGM + BPO =
2 x RRR

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!!Selection Guide
!!How-to
!!Survey
!!Case Study
!!Methodology
!!Implementation Guide
!!Controversy
!!Consumer Awareness Guide
!!Application
!!ROI/Benefit

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*Sources: Maddox, Kate, “Study looks at value of online content,” BtoB, p.3; Huff, Dianna, “How to
Syndicate Your White Papers,” MarketingSherpa; Knowledge Storm/MarketingSherpa Study

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Purpose/Audience Description
Senior Management high-level
overview
Executive Briefing
Instructions Manual
How to specify or choose a
product
Consumer Awareness Guide;
Buyer’s Guide; Selection Guide
Information, tips, technical data Special Report
Quick tips Tip Sheet
Technical or research data Monograph
Printed multi-page saddle-stitched
document, 4x9-inch page size Booklet
Printed multi-page document,
folded
Pamphlet

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Type of Title Example
List
“The Top 7 Security Problems of 802.11
Wireless Networks”
Active Verb (“ing”)
“Managing Large UNIX Data Centers”
Why
“Why Six Sigma Doesn’t Work”
Colon
“Defending the Remote Office: Which
VPN Technology is Best?”
How to
“How to Prevent Machine Parts from
Failing Prematurely”

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A SIMPLE GUIDE TO RUNNING
A PROFIT-BUILDING
BUSINESS GIFT PROGRAM.

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The Special Report
Technique: Step 1

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The Special
Report
Technique: Step 2

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Sales Cycle
Lead-generation
Fulfillment
RFP
Close

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1.! ________________________________________
2.! ________________________________________
3.! ________________________________________
4.! ________________________________________
5.! ________________________________________
6.! ________________________________________
7.! ________________________________________
8.! ________________________________________
9.! ________________________________________
10.! ________________________________________
“10 Tips for …_____ _______________.”

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Q:
A:
Q:
A:
Q:
A:
Q:
A:
Q:
A:
Q:
A:
Q:
A:

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54. P. 53 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584

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/C%"1%)W))
)))X6+')Y1W)M6#)M9,9#%)*%B+'"#1)
)))K-"#%)Z)F*%%,)
Bob Bly
Copywriter, Internet strategist
Phone: (973) 263-0562
Subscribe to Bob’s
“Direct Response Letter”:
www.bly.com/reports
Pinpointe (
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