PURPOSE What is the Purpose of your Content Marketing? Begin with the end in mind. - Stephen Covey
PLAN What is your Content Marketing Plan ? A good plan is like a road map: it shows the final destination and usually the best way to get there. - H. Stanely Judd
PERSUADE How do you persuade with your Content? I'm not really interested in persuading people, I don't want to and I try to make this point obvious. What I'd like to do is to help people persuade themselves. -Noam Chomsky
PRESENTATION How do you present your Content? If your idea is worth spreading, then presentation matters. - Garr Reynolds
CUSTOMER Who is your Customer ? "The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer." Peter Drucker
COMMUNITY How do you build and interact with your Community ? “ Respect those who come to you with open ears and foster a sense of community.” — P.T. Sudo
CONTENT What Content do you need to create and distribute? “ If your content is something that your customers are willing to share, you've unlocked the secret of engagement.” – Joe Pulizzi
CONVERSATION How do you enable and engage in Conversations ? “ Conversation Marketing ensures that you know your audience, target them with an appropriate message, and then observe their response and adjust that message accordingly.” – Ian Lurie
CONTINUITY Do you have Continuity in your marketing? “ Finally, strategy must have continuity. It can't be constantly reinvented.” –Michael Porter
CONSISTENCY Are your marketing messages Consistent ? “ If you want your target market to discover and purchase your product, you must tell a consistent, authentic, believable story that fits the way they view the world.” – Seth Godin
What informational need of the buyer are you trying to fulfill?
Analyze customers' informational needs through phone conversations, in-person meetings, or email surveys
Determine the goal behind producing any content
Have a thorough understanding of your customer and what is most important to them. Create material that will intrinsically be valuable to your customers.
Deliver to a targeted set of audience
Have a clear call-to-action. What do you want your customer to do?
What is the ROO (Return on Objective)? Does your written material lead to increased sales or increased readership?
White Papers Book Recommendation Writing White Papers: How to Capture Readers and Keep Them Engaged
"There are really only two ways to write white papers: (1) by focusing on your self-interests or (2) by concentrating on the interests of your readers. The self-interest or "chest-beating" approach focuses exclusively on a product, service or solution by expounding on its benefits, features and implications. While effective in some circumstances, this approach is best left for something other than a white paper, such as a data sheet or product brief.“
Give value to your reader: The whitepaper’s underlying strength rests on this premise: If you give readers something of value, they will give you their loyalty, and ultimately their business.
Identify your reader: Asking many questions to clearly define the ideal reader will not only help you bring clarity to your white paper project, it will also enhance your credibility.
Adopt problem-solution approach: By leading with some challenges faced by your readers and suggesting how to solve their problems, you can develop a compelling white paper that engages readers.
Include a “call to action”: Provide an actionable step that guides readers once they reach the end of your whitepaper. This will help keep prospects engaged with your solution.
Interview experts: To obtain “content-rich” whitepapers interview experts to speed up the research process and get access to information that you will never find on your own.
White Papers Book Recommendation The White Paper Marketing Handbook
"The best white papers have two things. The first is that they are conversational, natural language-driven. It’s really two people talking to each other in an informal tone. The second is to not focus on why your readers should use a certain product, but how it can benefit them. I like to give tips that the readers can use even if they don’t use my product. The main thing is they should be able to get value out of reading your white paper even if they don’t ultimately buy your product. Too often, people think writing white papers means 'sell this product'."
Focus on reader: White paper should focus on the reader’s issue or problem and offer information that will lead him or her towards a solution. A white paper should not be a sales brochure or company data sheet.
3 U’s formula: “3 U’s” formula for crafting titles is also applicable for creating for a white paper as well. Be ultra-specific, unique and useful to your ideal readers.
Integrated Marketing: A white paper should effectively fit into successful Integrated Marketing Communications efforts. It should have consistency with the messaging in other marketing collaterals.
Edu-marketing strategy: Educate and inform potential customers. This will in turn lead to business success.
Don’t sell: White paper should be a "soft sell" and is intended to make a favorable impression with the reader about the product or service.
10 Key Content Marketing lessons to apply to creating and marketing white paper and Ebooks.
Plan in advance so your white paper or Ebook fits well into your intergrated content marketing strategy.
Find 3 strategic goals you want to meet with your white paper or Ebook.
Find out who is your target audience before you start.
Think about how you can influence your readers. e.g., case studies, ROI calculations, research, surveys.
Understand the informational needs of your prospects and customers and create what matters most to them.
Connect with you prospects and customers. Listen. Hold two-way conversations.
Use social media to leverage for your investment in producing white papers or Ebooks.
Have an ongoing update plan for your white paper or Ebook. Delivering consistently is important to building a relationship with your customer.
Use analytics to evaluate how readers engage with your white paper or Ebook.
Use metrics to measure what is the ROI(Return on Investment) for your white paper or Ebook. Use these metrics to fine-tune your content strategy.