Whitepapers can be an effective part of a content marketing strategy. They establish thought leadership, highlight a company's expertise, and indirectly promote products and services. Whitepapers educate prospects and can shorten the sales cycle by speeding up lead generation. Effective whitepapers provide succinct and valuable information to interest audiences and address their problems. They should be distributed through social media and referenced in other content like blogs to maximize reach.

1. HOW TO USE WHITEPAPERS
IN YOUR CONTENT
MARKETING STRATEGY?

2. WHAT IS CONTENT MARKETING?
Content marketing is :
Creating and curating relevant and valuable
content with the intention of changing
or enhancing consumer behaviour.

3. THE CONTENT MARKETING STORY
On an upswing driven by :
Consumer behaviour is changing:
Innovative engaging content is the foundation of the modern marketing strategy .
Mobile Internet
usage growth
213 million
in June 2015
E-commerce growth
Expected to reach
$70 billion in June 2014
Video explosion
Growth
of digital video
Extensive online
research via multiple
devices
Omni-channel buying
behaviour based on
research,
Changing consumption patterns– digital video
over television ads, product related content over
print ads, mobile content over desktop content,
short snack able content over long form content.

4. WHAT IS A WHITE PAPER?
A whitepaper is long form authorative content designed to:
• Establish thought leadership
• Establish the author’s knowledge of a domain, technology or process
• Indirectly highlight the products or services from a specific company

5. WHITEPAPER IN THE B2B BUYING PROCESS
Research
• Thought
leadership
content
• Research
reports,
Webinars
Consider
• Datasheets,
Features List
• Product
videos
Trial
• Detailed
demos,
Support docs
• Competitor
comparison
lists
Buy
• Customer
testimonials,
Case studies
• Privacy,
Security docs,
Special
discounts

6. HOW TO USE WHITEPAPERS IN YOUR
CONTENT MARKETING STRATEGY?
White papers can shorten up the gestation period by
speeding up lead generation through their educative
and persuasive nature and cut short the vast
amounts of time blogs take.

7. INCREASE BUSINESS WITH WHITE PAPER
Provide
succinct
information in
whitepaper for
audience to
crave.
Provide an
interesting abstract
about the
whitepaper and
induce them to visit
the registration page.
Reach max.
audience through
social media links E.g.
Increase Facebook
likes. Increase no. of
followers in linked &
twitter with strong
content.
Place reference link
to white paper in
blogs and vice versa.
Repurpose the
whitepaper to small
articles and blogs.
Increase news-letter
sign-ups. Draw your
readers to
registration page.
Whitepaper
Whitepaper
can generate
campaign of
related
materials.

8. A WHITEPAPER SHOULD HAVE:
Content that
enables
prospects to
understand
alternative
solutions, like
product
comparisons,
analyst
reports, or
white papers.
It should
discuss the
benchmarks
and best
practices,
including
survey results.
Content
written by
subject matter
that discuss
topics like
‘risks in
financial
services’.
Content that
provides
perspectives
on the market
and solutions.
Content that
challenges a
prospect’s
thinking.
Content that
gives advice
about making
the decision
like ROI
calculators
which will
calculate the
Total cost of
spending
verses output.

9. TIPS ON CREATING SUCCESSFUL WHITEPAPERS
Give Away
Secrets
• Giving away a few secrets in your white paper will make it unique.
Find out your
audience’s
problems
• Solutions to audience problems will make then contact. So find their biggest
problem and find solution to it.
Keep Your White
papers Short
• Decision makers of a company who have very little time on their hands. They will
always prefer reading a short white paper to a long white paper.

10. THANK YOU