In marketing, content is key and white papers can be a crucial part of lead generation. Creating content can be easy, but creating good content to motivate your reader to take action is hard. An executive will be more likely to read because he/she knows will answer questions & educate about possible solutions.
The webinar “Content Marketing to Woo the Executive: Designing white papers that grab prospects, nurture leads, get shared, and produce sales” offered best practices on producing good content to attract an audience and generating a call-to-action.
Content marketing expert, Jonathan Kantor, principal and founder of the Appum Group, discusses how to adapt your white paper to new media, creating adaptive content for different channels, and techniques to engage your reader.
Moderator: Thorin McGee of Target Marketing executive editor
Social media’s impact on communication
- Content: Abbreviated information, video links, hyperlinks
- Pros: Allows us to access info quickly
- Cons: Short attention spans, impatient readers
New media (social media) has replaced longer text-based information (white papers)
- Result: “Short Attention Culture” & executives are not reading as much text
- Solution: White papers must change with the times & faster bottom line delivery
Traditional white paper
- Text heavy
- Lack of summaries
- Little to no graphics
- No call to action
New white paper practices
- 6-8 pages max
- Educational: Content & value is key, don’t focus on sales
- Convincing: Use visuals to create call to action
- Accurate: Facts, statistics, research vs. opinions
- Solution: Understand problem & provide answer
Bottom line: The “new” white paper must be crafted to entice the social media savvy, short-attention spanned executive while remaining educational, convincing, and accurate.
White papers are read in a layered style
- Skimming: Is it good use of time? Hook reader with business charts, side bar quotes, and shaded text
- Preliminary: 15-30 minutes of reading; use concept graphics
- Comprehensive: Reader is hooked and white paper is part of their business decisions
Tips to get your white paper read
- Engage the decision maker
- Establish a connection with the reader
- Have hooks at each layer
- Employ similar visuals as you would in social media
Short Attention Marketing = White Paper 2.0
- Executive Summary: 1-page synopsis, provide incentive & reduced content: Situation, problem, solution, result
- Bullets: List of components that comprise an idea; great for quick scan
- Callouts/pull quotes: Important statements, don’t have to be text, but make them STAND OUT
- Shaded textbox/tables: Bottom line, don’t use too many (1-2 ideal)
- Graphics/video: Replaces text, simplifies complex solution
- Concluding summary: Final point, translate points to how biz benefits
3 SEO tips
- Keywords: Use long-tail keywords, embed often in the white paper
- Use metatags
- Optimize volume: Blogs, landing page optimization
Repurpose content
- Generates faster ROI
- Improves brand image
- Strong customer connection
How to repurpose content
- Case studies
- Videos
- Podcasts
- Statements of direction
- Tip sheets
- Presentations
First started in 1922, the white paper has established itself as a document of knowledge, influence, and credibility. Although the times have changed and despite the “short-attention culture” of our social media world, white papers are often still highly important in lead generation.
When it comes to crafting white papers, keep your reader in mind: Keep content concise, true to form, and provide a solution and a call-to-action.
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