How effective are white papers
and e-books in B2B marketing?

                          © 2010 Matizmo Ltd.
Introduction
A white paper is report that addresses a
specific issue and sets out a   proposed
solution to solve it. In B2B...
Introduction
A white paper is report that addresses a   It demonstrates their
specific issue and sets out a   proposed    u...
Introduction
An e-book, on the other hand, is far more of an information tool.
It seeks to inform   potential clients abou...
Introduction
An e-book, on the other hand, is far more of an information tool.
It seeks to inform   potential clients abou...
Introduction
An e-book, on the other hand, is far more of an information tool.
It seeks to inform   potential clients abou...
Introduction
Both are being increasingly used by B2B marketers as part of their
content marketing strategy.

If the purpos...
Introduction
Both are being increasingly used by B2B marketers as part of their
content marketing strategy.

If the purpos...
Introduction
Both are being increasingly used by B2B marketers as part of their
content marketing strategy.

If the purpos...
Introduction
Both are being increasingly used by B2B marketers as part of their
content marketing strategy.

If the purpos...
1.              Does the content add value
                to the readers understanding
                of the market?

In...
1.              Does the content add value
                to the readers understanding
                of the market?

In...
2.               The information needs to
                 be free and yet positioned
                 as premium content
...
2.               The information needs to
                 be free and yet positioned
                 as premium content
...
3.                 How is the white paper
                   or e-book distributed

You could have a white paper called

“...
3.                 How is the white paper
                   or e-book distributed

You could have a white paper called   ...
3.                How is the white paper
                  or e-book distributed

This could be your Facebook fans or memb...
4.                  Make sure it is a
                    content led document

Where using a white paper or
e-book might ...
4.                  Make sure it is a
                    content led document

Where using a white paper or   This is the...
Summary
White Papers and e-books when used     as part of a wider
B2B marketing strategy can be effective. Provided,
of cou...
Summary
This coupled with a good
                      distribution strategy will
see a return on the time investment in c...
Matizmo Ltd
  Call: +44 (0) 1285 643180
 Visit: www.matizmo.co.uk
Email: info@matizmo.co.uk

       6–8 Dyer Street
      ...
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How effective are white papers and e-books in B2B marketing?

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White papers and ebooks are used by B2B companies on a daily basis. Are they effective anymore? Thus presentation looks at ways to improve their effectiveness.

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Transcript of "How effective are white papers and e-books in B2B marketing?"

  1. 1. How effective are white papers and e-books in B2B marketing? © 2010 Matizmo Ltd.
  2. 2. Introduction A white paper is report that addresses a specific issue and sets out a proposed solution to solve it. In B2B marketing, they are often used as a way to put forward a company’s plan to address a specific challenge or issue that is affecting their industry. © 2010 Matizmo Ltd.
  3. 3. Introduction A white paper is report that addresses a It demonstrates their specific issue and sets out a proposed understanding as well as implicitly states they solution to solve it. In B2B marketing, they are often used as a way are the “go to” to put forward a company’s plan to people to fix it. address a specific challenge or issue that is affecting their industry. © 2010 Matizmo Ltd.
  4. 4. Introduction An e-book, on the other hand, is far more of an information tool. It seeks to inform potential clients about a general subject in a more informal way than perhaps the white paper. It can be summed up thus; © 2010 Matizmo Ltd.
  5. 5. Introduction An e-book, on the other hand, is far more of an information tool. It seeks to inform potential clients about a general subject in a more informal way than perhaps the white paper. It can be summed up thus; A white paper gives opinion backed by concise argument. © 2010 Matizmo Ltd.
  6. 6. Introduction An e-book, on the other hand, is far more of an information tool. It seeks to inform potential clients about a general subject in a more informal way than perhaps the white paper. It can be summed up thus; A white paper gives An e-book provides opinion backed by information backed concise argument. by experience. © 2010 Matizmo Ltd.
  7. 7. Introduction Both are being increasingly used by B2B marketers as part of their content marketing strategy. If the purpose of content marketing is to produce and distribute information that clients find useful – with the ultimate aim of positioning the company as the conversation leader in the field – then white papers and e-books are good ways to do it. © 2010 Matizmo Ltd.
  8. 8. Introduction Both are being increasingly used by B2B marketers as part of their content marketing strategy. If the purpose of content marketing is to produce and distribute information that clients find useful – with the ultimate aim of positioning the company as the conversation leader in the field – then white papers and e-books are good ways to do it. © 2010 Matizmo Ltd.
  9. 9. Introduction Both are being increasingly used by B2B marketers as part of their content marketing strategy. If the purpose of content marketing is to produce and distribute information that clients find useful – with the ultimate aim of positioning the company as the conversation leader in the field – then white papers and e-books are good ways to do it. © 2010 Matizmo Ltd.
  10. 10. Introduction Both are being increasingly used by B2B marketers as part of their content marketing strategy. If the purpose of content marketing is to produce and distribute information that clients find useful – with the ultimate aim of positioning the company as the conversation leader in the field – then white papers and e-books are good ways to do it. How effective these tools are depends on several factors. © 2010 Matizmo Ltd.
  11. 11. 1. Does the content add value to the readers understanding of the market? In order for a white paper or an e-book to work it has to provide a key “take outs” for the reader. What can they use immediately in conversation with a colleague, or a client or better still a boss? © 2010 Matizmo Ltd.
  12. 12. 1. Does the content add value to the readers understanding of the market? In order for a white paper or an The value you add to their e-book to work it has to provide understanding of a subject a key “take outs” for the is directly proportionate to how successful it is. reader. What can they use immediately in conversation with a colleague, or a client or better still a boss? © 2010 Matizmo Ltd.
  13. 13. 2. The information needs to be free and yet positioned as premium content “Freemium” content, as it is now called, is what most people are searching for, and expect, online. © 2010 Matizmo Ltd.
  14. 14. 2. The information needs to be free and yet positioned as premium content “Freemium” content, as it is now called, is what most people are searching for, and expect, online. Bottom line is, if they can’t get it free from you, they will from a competitor. © 2010 Matizmo Ltd.
  15. 15. 3. How is the white paper or e-book distributed You could have a white paper called “Futurology in Design” which gives amazing insight into the market but unless you have a means to distribute it, it will simply not be read. © 2010 Matizmo Ltd.
  16. 16. 3. How is the white paper or e-book distributed You could have a white paper called Social Media provides “Futurology in Design” the best opportunity for distribution via a which gives amazing insight into the pre-existing and to an market but unless you have a means extent pre qualified list to distribute it, it will simply not be of interested parties. read. © 2010 Matizmo Ltd.
  17. 17. 3. How is the white paper or e-book distributed This could be your Facebook fans or members of your LinkedIn group. By the very nature of social media, if you have managed to fulfill the add value step, the reader is one click away from recommending your white paper or e-book to their friends and colleagues. This is an incredibly powerful dissemination tool. © 2010 Matizmo Ltd.
  18. 18. 4. Make sure it is a content led document Where using a white paper or e-book might fail is if you give in to the urge to lace sales messages through the material. © 2010 Matizmo Ltd.
  19. 19. 4. Make sure it is a content led document Where using a white paper or This is the easiest way to e-book might fail is if you lose the value and give in to the urge to good will you have lace sales messages built up with the rest through the material. of the content. © 2010 Matizmo Ltd.
  20. 20. Summary White Papers and e-books when used as part of a wider B2B marketing strategy can be effective. Provided, of course, they have content worth reading which adds value to the readers understanding of a subject. © 2010 Matizmo Ltd.
  21. 21. Summary This coupled with a good distribution strategy will see a return on the time investment in creating it via incoming qualified sales leads and raised awareness of the company. © 2010 Matizmo Ltd.
  22. 22. Matizmo Ltd Call: +44 (0) 1285 643180 Visit: www.matizmo.co.uk Email: info@matizmo.co.uk 6–8 Dyer Street Cirencester Gloucestershire GL7 2PF

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