Marketing With White Papers
In complex technical sales, white papers play an important role in generating inquiries, nurturing leads until they are sales-ready and positioning the company as a thought leader. However, for any white paper to produce results, the target audience must read it.
Many companies complain that they have posted their white paper to the web site but have not received any responses. In his book Writing White Papers, Michael Stelzner describes this as the “post and hope” syndrome.
White papers are powerful marketing tools
According to a recent joint survey conducted by KnowledgeStorm, Inc. and MarketingSherpa, of the nearly 4,000 technology buyers and marketers that responded, 71% said that white papers were the most frequently read content. Moreover, white papers provided the only content that respondents shared with their colleagues more than half of the time (57%).
Given the popularity and effectiveness of white papers, it is worthwhile to develop a carefully planned marketing program.
Let us help you develop an effective white paper marketing program.
- Call 713.532.6490
- Request for Proposal
- Email us
Do-it-yourself option
Because of the technical nature of white papers, often they are generated in-house. If you are considering this option, we strongly recommend you read the book “Writing White Papers: How to Capture Readers and Keep Them Engaged,” by Michael Stelzner.
Please keep in mind that there is much more to marketing with white papers than just writing the content and posting it on your site. We can help you with syndicating your white papers in order to reach the widest possible target audience and generate qualified leads.
Let us help you develop an effective white paper marketing program.
- Call 713.532.6490
- Request for Proposal
- Email us
Expand your white paper marketing with video
Demand for engaging video content is on the rise. Gain more from your white paper investment by incorporating rich media content. Benefits of using white paper video include:
- Raise the bar on how you deliver technical and educational content
- Appeal to different media preferences
- Deliver via banner ad units and embed in your web site
- Tracking intelligence guides sales follow-up
- Reporting metrics help you measure engagement and viewer interest
- Increase the ROI on your white paper investment
We have partnered with Accela Communications, a technology-enabled interactive marketing firm to bring you AccelaCast™ Video White Papers – a turnkey rich media content solution. To get started, register now to view a video white paper in action.
