White paper marketing is the process of promoting and selling products or services through the use of information documents – content marketing - which are unbiased and contain a limited amount of self-promotion.
White paper marketing programs can transform ineffective and costly push advertising marketing campaigns into highly qualified pull marketing successes. White papers can allow you to receive hundreds or even thousands of requests for information from qualified sales leads each month.
This tutorial explains basic processes that can be used to create effective white papers, where you should make your white papers available, and how to setup response channels which can identify the performance of your white paper marketing campaigns.
Lawrence Harte – technology media communication expert who has authored 112 books (including the book “White Paper Marketing”), is the publisher/editor of 3 industry magazines, and has interviewed over 3200 industry experts since 2005.
Key Marketing Challenges – traditional marketing not working, social media ineffective and changing, and poor sale lead quality is making salespeople difficult to manage.
Key Whitepaper Uses – Sales Lead Generation, Relationship Tools, and Education.
Typical Whitepaper Marketing Metrics – Takes 20 to 60 hours to write 10 to 20 page whitepapers that generate 10 to 20 qualified sales leads each month.
Whitepaper Distribution Options – publish on company website, list in whitepaper directories, or promote through email broadcasts to qualified lists (e.g. industry magazines).
Whitepaper Response Channels – download registration, links in whitepapers, and calls to action in whitepaper (e.g. sales contact information).
Writing Whitepapers as Tutorial Slides – simple way to get subject matter experts to organize and present information.
Whitepaper Social Media Conversion – transforms content into 30 to 50 social media posts (Tweets, Blog Posts, Discussion topics) that can be scheduled for posting over a 1 to 2 year period.
Whitepaper Revenue Sources – include direct sales, list value, brand value, and increased product usage.
Whitepaper Variants – are versions of a whitepaper that are written for different audiences (e.g. job type) or application.
Whitepaper Alert Pages – are whitepaper short listing pages (typically 1 to 3 paragraphs) that describe what an unpublished whitepaper will contain and provide a registration form which allows a person to register to be alerted when the whitepaper will be released.
Clipping is a handy way to collect important slides you want to go back to later.