You have in your possession a well-researched, highly-engaging white paper - now what? White papers have no innate benefit in your overall content marketing strategy if you do not promote and leverage them properly. When it comes to successfully using your white paper to generate leads and secure sales, there are three necessary steps you should follow:
Step 1: Create a Proper Landing Page
More often than not, a company’s white papers are deeply hidden within their website. To even reach the white paper, potential buyers are forced to navigate through several web pages. Once buyers find the proper white paper landing page, it is often lack-luster: failing to highlight the benefits and merits of downloading and reading the paper.
To maximize your content marketing strategy, it is important to place your white paper on its very own dedicated page. This landing page should inform the reader of the benefits gained from reading your white paper. Providing these benefits can assist in convincing potential buyers that downloading and reading your insights is worth their time and energy.
To write an impactful and effective white paper landing page, it is helpful to include the following elements:
- Keywords - To draw traffic to your website, it is well-known that SEO optimization is key. This optimization starts by selecting the keyword of your company’s choice, and ensuring that it is included multiple times on your website’s various pages. Once you have selected your relevant keyword, a rough guide for your white paper landing page is to aim for a keyword density of between 2-7%.
- Minimal text - The biggest bulk of text on your white paper landing page should be the introduction paragraph. This paragraph should include a catchy and grabbing headline to draw the reader in and a sentence or two of what your white paper is about.
- Emphasize benefits - All other text on your landing page, excluding your introduction paragraph, should be bulleted. Bullets provide readers essential information in a quick, streamlined way. These bullets should focus on emphasizing the “what” of your white paper - what are the benefits of downloading and reading this paper? If you cannot convince visitors to your landing page that they will be better off having read your white paper, they will not bother to download it.
Step 2: Collect Information
When it comes to granting access to your white paper, you have two options: a direct link or gating your content with a form. The smartest option for boosting your content marketing strategy is to offer your white paper in exchange for personal information.
Asking your visitors for information allows you to generate valuable leads. By gathering the names and e-mail addresses of your visitors, you can more easily convince them to opt-into your marketing efforts - your future emails, newsletters, and blog posts. Gaining your visitors information and establishing a relationship with them through sharing your marketing content is more likely to lead to successfully incorporating them into your sales funnel.
It is tempting to ask those wishing to download your white paper for as much personal information as possible - resist the urge. By asking visitors for too much information up-front, you risk alienating them. First time visitors to your company’s website have no personal connection with your company, so they are not likely to want to spend too much time filling out forms.
To increase the likelihood of collecting visitor’s information and connecting with them in the future, keep it simple - ask for their name, company, and e-mail address.
Step 3: Post on Social Media
As of 2018, there are over 3 billion active social media users worldwide - that’s nearly 40% of the global population. With such a large, easily accessible pool of potential leads, you would be remiss to not include social media in your white paper’s content marketing strategy.
Social media marketing is vastly important in gaining visibility and driving traffic to your website. When it comes to white papers, 90% of marketers claim that white paper social media marketing has generated immense exposure for their company [i]. By posting engaging, informative content on social media, businesses are more likely to see click-throughs to their website. This increased visibility leads to greater leads generated and conversions - over 66% of marketers see lead generation benefits with social media usage [ii].
The best approach to not only promote downloads of your white paper, but to attract attention to your business as a whole is through the adoption of social media into your content marketing strategy.