Generate more leads from your digital activities (part 4): Offer white papers in return for contact information
White papers or articles are a great way to offer quality content in exchange for contact information, and offer great opportunities for generating leads. It provides free and educational knowledge, which automatically increases the chances of conversion.
Here is a good advice when writing white papers:
Start out by determining the topic according to your customers’ needs and interests, and not according to the product, which you are trying to sell.
Do not exclude your products entirely from the white paper, but consider reducing the sales pitch and use your products for demonstrational purposes only.
After writing the white paper, you should use it to drive traffic to your website. Here is a couple of useful examples:
- Setup a specific landing page dedicated to your white papers with a registration form that gives access to the download. Try to keep it as simple as possible, so that leads are not annoyed by unnecessary demands for information.
- The landing page will also enable Google to find your white paper if it is hidden behind a download form. So remember to add a keyword based description of the content.
- There are always plenty of opportunities to exploit the content of your white paper in order to drive more traffic to your website. So consider exploiting your white paper content elsewhere, for instance in future blog post, social media, landing pages and factsheets.