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Getting started with white paper marketing

Find out how white paper marketing can add credibility and authority to your business brand. This slideshow covers the benefits of white papers for B2B sales along with five ways to come up with a good topic. As a bonus, get tips for distribution to make the most of your inbound marketing.

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Getting started with white paper marketing

  1. 1. Getting Started with White Paper Marketing
  2. 2. Getting Started with White Paper Marketing
  3. 3. What Is a White Paper? Quick and Useful Explanation: A white paper is an authoritative report that businesses use as marketing collateral. A white paper may be created to educate customers, establish credibility, and enhance a company’s brand profile. “My name is Noah Webster, and I approve this definition.”
  4. 4. White Papers Are Part of an Inbound Marketing Strategy Outbound Marketing  Cold-calling  Email & direct mail campaigns  TV and radio ads  Billboards  Door knocking Inbound Marketing  White papers  Infographics  Podcasts  Free eBooks and reports  Educational videos  Blogs
  5. 5. The Inbound Philosophy: Don’t buy their attention. Earn it! Outbound Inbound
  6. 6. 3 Things a Good White Paper Can Do for Your Business 1. Establish credibility and grab more “mindshare” online 2. Directly generate or cultivate leads 3. Initiate networking relationships with high-quality referral sources
  7. 7. Industries That Market with White Papers  Tech Sector  Consulting  Manufacturing  Retail  Construction  Life Sciences  Energy  Real Estate More businesses are joining the trend all the time!
  8. 8. There Are Even White Papers about White Papers...
  9. 9. Why White Papers for B2B? White papers offer value in business-to- business industries with a long sales cycle and when purchasing decisions involve a great deal of complexity. If buyers really must make an informed decision, a white paper can help provide much-needed education.
  10. 10. White Papers Are NOT Ideal for Business to Consumer Marketing B2B response to a white paper:  This company believes I’m intelligent.  If I’m going to invest in a product or service, I need to understand it.  This is really helpful.  Bonus: I can now impress my peers with my newly acquired knowledge. B2C response to a white paper:  This sounds like it’s going to be really complicated.  Reading is too much like homework.  Where are the pretty pictures?  I’ll just go shop on Amazon.
  11. 11. What Should You Write About?
  12. 12. #1 Be the Answer… Address one or more key questions your target customer demographic has about products and services within your industry. Tip: Analyze your company’s social media feeds or survey results to identify moderately complex questions that could be answered well in a white paper format.
  13. 13. #2 Lend a Hand... Provide helpful information about how to overcome a common problem. Tip: Ask your customer service team for ideas.
  14. 14. #3 Issue a Challenge Say something new or controversial that will generate discussion online and encourage sharing and blog or magazine article commentary about the white paper. Tip: If you disagree with competitors about something, that’s usually a good starting place to find an idea.
  15. 15. #4 Tell a Story... Explore several case studies based on your own company’s experience to showcase real world results along with lessons learned. Draw conclusions. Tip: For greater breadth, add information from related case studies in your field (from strategic partners rather than direct competitors).
  16. 16. #5 Peer into the Future… Make educated guesses about what’s next in the evolution of your industry and the implications for society and/or business. Tip: Any specialized knowledge your company has gained from being involved in research and development is a plus.
  17. 17. Mix It Up Create a series of white papers and rotate through all of these 5 formulas. Tip: Add each document to your resource library to build even greater value in your business website over time.
  18. 18. Tone and Style Tips A white paper should be written in language that is easy to understand. Don’t get carried away with jargon or buzzwords. Clarity is better than cleverness. Format your white paper to look professional and even slightly academic (while still including your branding).
  19. 19. Appropriate Use of Images, Charts, and Graphs Use images sparingly. They should add depth or clarity to the text rather than simply serving as decoration to pad the page count. Tip: Avoid using stock photography of generic business settings and people.
  20. 20. Don’t Overdo It. Keep it short. Six pages is plenty for most small to mid-sized companies. Your clients are busy. Make it easy for them to get value from your white paper. Tip: You will probably get better ROI by creating several white papers rather than one long paper.
  21. 21. Don’t Sell in Your White Paper! Never have a white paper double as a sales brochure. A sale pitch kills your credibility. Also, readers are more likely to share your white paper with others if it is purely educational. Limit sales copy to a boilerplate paragraph and call to action.
  22. 22. Marketing Your White Paper  Create a search engine optimized landing page for your white paper. This page should be part of your website.  Provide a download link, a print button, and lots of social media options.  Consider embedding social sharing buttons in the digital document itself so readers can share immediately.  Post an excerpt in your LinkedIn profile.
  23. 23. Lead Generation... You may wish to offer the white paper as a download in exchange for visitors entering their name and email address. Have a plan for an effective email campaign that encourages ongoing engagement without spamming or harassing recipients.
  24. 24. Marketing Your White Paper Start building buzz about your white paper before it’s published. Keep the cycle going afterward by creating spinoff content based on the white paper. Blogs Twitter LinkedIn Podcasts Slideshows Press releases YouTube Videos
  25. 25. What Happens Next? If you’ve written a good white paper and put in the effort to gain visibility, readers will share your content. Some may even blog about the paper, using it as a jumping off point to create their own content and expand the conversation.
  26. 26. Results of White Paper Marketing  Lots of links back to your site (great for SEO and page ranking)  Established authority as a subject matter expert (more credibility with prospective clients who will view you as an advisor)  Access to warm leads for follow-up marketing efforts
  27. 27. Are You Ready to Create Your First White Paper? Contact me at 682-478-7243 or email empowermybiz@daisymccarty.com to talk about: Strategy Branding Content
  28. 28. Connect with Daisy: LinkedIn Facebook DaisyMcCarty.com Call Daisy McCarty at 682-478-7243 or email empowermybiz@daisymccarty.com to book a presentation, training event, or workshop. Together, we can make your message sing!