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THE WHITE 
PAPER IS DEAD: 
TAKE YOUR CONTENT 
MARKETING STRATEGY 
FURTHER WITH THE 
LIGHTPAPER
2 
As a B2B marketer, you’re responsible for 
developing effective content to generate leads, 
but there’s a problem: 
You...
3 
We know the struggle — engage your 
audience, measure the impact of your efforts, 
and maintain a dynamic resource libr...
4 
IF YOU’RE USING PDFS TO DELIVER 
YOUR CONTENT MARKETING ASSETS, 
YOU AREN’T GETTING A CLEAR 
PICTURE OF ROI.
5 
PDF delivery of white papers is sorely 
lacking, offering almost no insight into 
analytics, a subpar mobile experience...
6 
Let’s take a look at where PDFs are dropping the ball, and how the 
Lightpaper has answers to some of your common conce...
7 
VERSATILE HTML 
When you publish content, you need to be ready to make 
adjustments at a moment’s notice to extend the ...
8 
SEO POWER 
Content marketing relies on search engine optimization 
(SEO) to be an effective source of new leads and to ...
9 
MOBILE READINESS 
Mobile now makes up 51 percent of email opens (Litmus). 
40 percent of people abandon pages that take...
10 
B2B vendors have only scratched the surface of responsive 
design. But with more than 6 billion smartphones in the wor...
11 
FLEXIBLE GATING WITH LEAD FORMS 
With the increasing demand to drive leads, you may be wondering 
how gating works wit...
With the Lightpaper, you can gate any page 
within your resources and leverage the same 
dynamic content and progressive p...
13 
IN-DEPTH ANALYTICS 
With the standard gated PDF download process, your 
view of analytics stops at the download. But h...
14 
We thought so, too. Stop blindly marketing 
and relying on the limited analytics 
capabilities of PDFs. 
The opportuni...
15 
INTERACTIVE ENGAGEMENT 
Content is king. 
And although 64 to 81 percent of B2B marketers use 
white papers and article...
16 
If you’re struggling to engage your audiences with the content 
you create, it might be because of the static nature o...
17 
POWERFUL LEAD INSIGHTS 
You work hard to create the content that fuels your 
marketing programs. But if you’re still h...
18 
BECAUSE THE LIGHTPAPER IS HOSTED ONLINE, 
YOU CAN UTILIZE THE LATEST INNOVATIONS 
IN MARKETING — INCLUDING RETARGETING...
19 
The Lightpaper will change the way you engage your 
audience — with an abundance of analytics, mobile 
optimization, a...
20 
CONTACT THE STARR CONSPIRACY TO GET STARTED BY 
EMAILING MARK@THESTARRCONSPIRACY.COM OR GIVE 
US A CALL AT 817-204-040...
21 
ABOUT THE STARR CONSPIRACY 
You shouldn’t have to pay an agency to get to know your industry. The Starr 
Conspiracy al...
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The White Paper is Dead. Take Your Content Marketing Strategy Further With the Lightpaper

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If you’re still using PDFs to deliver your content, you aren’t getting a clear picture of ROI. That’s because PDFs offer almost no insight from analytics, subpar mobile experiences, and limited impact on SEO.

We’re on a mission to change B2B marketing forever — and, lucky for you, we’ve got a solution. In this e-book, you’ll learn about the shortcomings of PDF delivery and how the Lightpaper, in contrast, offers:

— Easy-to-edit HTML, allowing you to adapt and change your content in real-time
— Improved search engine optimization (SEO) to help improve your rank
— Mobile readiness, offering a truly user-friendly experience on any device
— Flexible lead capture form options that will improve demand generation and engagement with your content
— Real-time, powerful analytics that will show you the true ROI of your content marketing campaigns
— Interactive engagement, leveraging animation, embedded video, polls, quizzes, ROI calculators, and more
— Powerful lead insights that will bring best practices in digital marketing seamlessly to your content campaigns

Published in: Business
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The White Paper is Dead. Take Your Content Marketing Strategy Further With the Lightpaper

  1. 1. THE WHITE PAPER IS DEAD: TAKE YOUR CONTENT MARKETING STRATEGY FURTHER WITH THE LIGHTPAPER
  2. 2. 2 As a B2B marketer, you’re responsible for developing effective content to generate leads, but there’s a problem: You know very little about how your audience is actually engaging with your content.
  3. 3. 3 We know the struggle — engage your audience, measure the impact of your efforts, and maintain a dynamic resource library that interests your prospects. And do it yesterday. Sound familiar?
  4. 4. 4 IF YOU’RE USING PDFS TO DELIVER YOUR CONTENT MARKETING ASSETS, YOU AREN’T GETTING A CLEAR PICTURE OF ROI.
  5. 5. 5 PDF delivery of white papers is sorely lacking, offering almost no insight into analytics, a subpar mobile experience, and limited impact on SEO. Luckily, we have a solution.
  6. 6. 6 Let’s take a look at where PDFs are dropping the ball, and how the Lightpaper has answers to some of your common concerns: PDF DELIVERY LIGHTPAPER DELIVERY Static file — no interactivity, video, or animation Relatively large file size for email sharing and downloads Limited or no visibility into page-level analytics Difficult to view on mobile, requiring pinching and resizing; may not be downloadable on some devices No indexed copy for SEO Easy to print Fully branded design possibilities Familiar interface Seamless hosting of interactive components like quizzes, polls, ROI calculators, video, and animations Sharing is easy with a simple click — no email attachments or clunky downloads In-depth analytics capabilities, from views, clicks, heatmaps, social sharing, and unmatched video insights — providing a clear picture of content engagement Optimized for an intuitive user experience across all devices Each word of your carefully written thought leadership assets is indexed for search engines Flexible gating throughout your content — customizable on any page, at any point in the reader’s experience Easy to print Fully branded design possibilities Familiar interface Gated landing page before download or preview of PDF
  7. 7. 7 VERSATILE HTML When you publish content, you need to be ready to make adjustments at a moment’s notice to extend the life and value of your content. Whether it’s adding new research or fixing a misplaced comma, editing PDFs is cumbersome and can cost you precious time in a space increasingly dependent on adaptability. The Lightpaper hosts your content with versatile HTML that can be edited efficiently in real time.
  8. 8. 8 SEO POWER Content marketing relies on search engine optimization (SEO) to be an effective source of new leads and to impact brand awareness. How can your thought leadership and marketing assets help you get found if they’re not indexable by the search engines that your buyers are using to research vendors? It’s simple: They can’t. Don’t let good content languish in a vacuum. The Lightpaper ensures that each word of your content is discoverable by search.
  9. 9. 9 MOBILE READINESS Mobile now makes up 51 percent of email opens (Litmus). 40 percent of people abandon pages that take more than three seconds to load (Forrester Consulting 2009 Study Commissioned by Akamai Technologies). Only 26 percent of marketers say they’re ahead of the mobile curve [Society of Digital Agencies (SoDA) 2013 Digital Marketing Outlook by Econsultancy].
  10. 10. 10 B2B vendors have only scratched the surface of responsive design. But with more than 6 billion smartphones in the world and mobile traffic increasing every day, don’t you wish there were a better way to reach, engage, and measure mobile users? There is — and with true platform diversity, your content will really sing. The Lightpaper presents your content in a truly mobile-ready format — that means no more pinching, downloading, or squinting.
  11. 11. 11 FLEXIBLE GATING WITH LEAD FORMS With the increasing demand to drive leads, you may be wondering how gating works within a Lightpaper. With PDFs, the process seems simple enough — gated landing page, thank-you page, PDF download, repeat. But what if you could engage your users with your content — and then ask them to raise their hands? How much more effective could your content marketing campaigns be with flexible and dynamic gating?
  12. 12. With the Lightpaper, you can gate any page within your resources and leverage the same dynamic content and progressive profiling you use on your existing landing pages through your marketing automation system. 12
  13. 13. 13 IN-DEPTH ANALYTICS With the standard gated PDF download process, your view of analytics stops at the download. But how would you change the way you market to your buyers if you knew how they interacted with your content? What if you could know how many pages of your white papers your buyers actually read and where they get lost, see visual heatmaps of how far they read, and understand which parts are inherently social? Wouldn’t that change everything?
  14. 14. 14 We thought so, too. Stop blindly marketing and relying on the limited analytics capabilities of PDFs. The opportunities for measuring the effectiveness of your content are endless with the unmatched analytics capabilities of the Lightpaper.
  15. 15. 15 INTERACTIVE ENGAGEMENT Content is king. And although 64 to 81 percent of B2B marketers use white papers and articles as part of their content marketing strategies, only 59 percent believe they are effective.1 The same study found that large companies cite “creating engaging content” as their biggest marketing challenge. 1. B2B Content Marketing 2014 Benchmarks, Budgets, and Trends. North America. MarketingProfs and Content Marketing Institute.
  16. 16. 16 If you’re struggling to engage your audiences with the content you create, it might be because of the static nature of PDFs. Today’s B2B buyers are presented with such an overwhelming amount of content from various sources that another download often requires prior trust in the source or exposure to the brand. The Lightpaper presents your content in a truly engaging way — leveraging interactive polls, quizzes, embedded video, ROI calculators, and animations.
  17. 17. 17 POWERFUL LEAD INSIGHTS You work hard to create the content that fuels your marketing programs. But if you’re still housing PDFs behind gated landing pages, your lead insights likely stop at the download. Meanwhile, marketing automation has made huge strides in capturing anonymous user data from your website, delivering intuitive dynamic content and progressive profiling within lead forms. What if you could get the same insight from your visitors within your content marketing assets — arguably the most shareable element of your website?
  18. 18. 18 BECAUSE THE LIGHTPAPER IS HOSTED ONLINE, YOU CAN UTILIZE THE LATEST INNOVATIONS IN MARKETING — INCLUDING RETARGETING, ANONYMOUS VISITOR INFORMATION, DYNAMIC CONTENT, AND MORE.
  19. 19. 19 The Lightpaper will change the way you engage your audience — with an abundance of analytics, mobile optimization, and content ready to be crawled by the search engines that can often determine your demand-generation fate. Your next white paper could be a Lightpaper.
  20. 20. 20 CONTACT THE STARR CONSPIRACY TO GET STARTED BY EMAILING MARK@THESTARRCONSPIRACY.COM OR GIVE US A CALL AT 817-204-0400. WE’LL BE EXPECTING YOU. Check out THELIGHTPAPER.COM to see it in action. Or take a look at The Starr Conspiracy Intelligence Unit’s most recent Lightpaper, LEARNING TECHNOLOGY: THE BRAND REPORT, 2014.
  21. 21. 21 ABOUT THE STARR CONSPIRACY You shouldn’t have to pay an agency to get to know your industry. The Starr Conspiracy already knows your market segment, who you are, and where you fit in. We’re a strategic marketing and advertising agency devoted exclusively to enterprise software and services. When you partner with us, it’s to build market share, multiply brand awareness, and drive sales leads — not to bone up on the basics. We’ve been “out there” for more than a decade, so you can hit the ground running. Founded in 1999 and located in Fort Worth, Texas, The Starr Conspiracy has won eight best places to work awards and countless creative awards. Visit us on the Web at www.thestarrconspiracy.com.

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