Whitepaper Marketing Strategy
We are just beginning with content creation!
The traffic links and ROI you hoped to achieve won’t be there if you archive your white paper. To illustrate how your company can leverage the power of white paper content for long-term promotional benefits, here is a B2B white paper content strategy example.
1. White Papers for B2B Lead Generation
It’s the product itself that’s the bottom part of the sales funnel, not the white paper. If your B2B white paper serves as the last element to drive readers to learn more information or request a demo, the last item should be the white paper itself. The purpose of your white paper is to establish whether or not you are an expert in your field, and whether or not your products or services are valuable.
White papers are often approached from a top-of-funnel perspective. If you can get thousands of readers to your site, but if they bounce off your site after a few seconds, how will you give them any value? Who are the odds of getting a consultation or demo if they don’t read to the end?
You need to ensure your B2B white paper is the last sales tool that leads to contact with your sales team. Your other marketing tactics will serve to filter out unqualified and qualified traffic. Additionally, your sales team can use the content to talk to leads close to conversion or when soliciting a contract. White papers must lead to conversions, no matter how they are discovered.
2. Social media infographics:
When the white paper is finished, you want traffic to your content and a sales funnel that moves lead until they buy based on the white paper. Some companies share white paper links on Facebook, Linked In, Twitter, and Instagram to promote their white papers. The traffic they intend rarely occurs.
Make an infographic to present the whitepaper’s details visually. You can break down the infographic into digestible bits by graphically treating it this way.
In social media, top-of-funnel traffic is targeted. Visitors should stay on your site. After they’ve digested your infographic, tell them to read your white paper to learn more. Unqualified traffic will be filtered out of this suggestion, but qualified traffic will move to lead generation.
3. A strategy for outreach:
Your audience will grow weary of the same promotional posts in the long run if they see the same post daily or weekly. On social media, you’re also targeting the same audiences, but your brand is already familiar to those people. Outreach is the key to expansion.
Influencer marketing and guest posting are both forms of outreach. You should position your content and name in front of industry peers with audiences who will care about your message, whatever the name or strategy you use. You would like as many managers and business professionals to read your white paper if it covers project organization strategies.
It will also generate backlinks to your website after your infographic and white paper are published. Ideally, your content should appear in organic search results instead of being promoted. So long as you rank for niche keywords, you’ll get better traffic.
4. Marketer’s Tools:
In addition to the main steps followed by most digital marketers in B2B white paper strategy, you may wish to explore additional marketing opportunities as well. Depending on your industry — that is, if you have an established audience — these tools might work or you might try experimenting with promotions to find out where your customers lie in your funnel.
Several brands provide a whitepaper discussion session as part of their webinars, podcasts, or video audience. In the same way as the infographic, these avenues can help simplify complex content so that audiences can engage with it. In the ideal scenario, you should target mid-funnel audiences who know about your product and industry and who can ask relevant questions. If the company is unable to produce infographics, another company might use SlideShare.
5. Performance Evaluation
White papers that fail are better than those that aren’t tracked. You always have to start somewhere — even if the white paper fails.
Track your KPIs and keep track of each strategy as it is launched. In addition to social media shares and traffic, you can track organic links to the infographic. Lead generation, sales, and ROI are important for white papers. You should have set goals for the different parts of the strategy based on where you are in the funnel and what your goals are. Infographics deliver traffic and lead, but first, you need a strategy. If you don’t invest in your white paper, then it won’t provide the results you want.
Interested in content marketing for B2B companies? The Alltake Solutions package is here!
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