But for tech companies and other businesses that sell high priced solutions and services, the return on that investment can be huge.
A well-researched, well-written white paper (on a relevant and important business issue!) can help convince scrupulous prospects to make big purchases. It can give IT teams the ammo they need to get leadership buy-in. It can help differentiate your company and position your leaders as experts. And at the top of the marketing funnel, a white paper can alert and educate prospects about an emerging business issue they should be looking to address.
A good white paper is a terrible thing to waste; milk it for all its worth*.
Rather than developing a white paper as a standalone piece, why not surround it with a powerful posse of complementary content? Develop accompanying content that promotes your white paper; dives deeper into key themes; highlights experts; and sparks new discussions. Here are six examples:
- Create a high-converting landing page that makes it easy to grab the white paper (i.e. non-gated or painless opt-in).
- Record short video pieces with any SMEs, partners or clients that contributed to the research—and add a link to the white paper at the end. Consider sharing your videos on LinkedIn and other social media channels.
- Repurpose your white paper into a multi-part blog series—and link to it from within the blog posts.
- Host a webinar on the same topic as the white paper. Offer a free download of the white paper as incentive for signing up for the webinar (or include a link to the white paper at the end of the webinar).
- Create an infographic that relates to your white paper (include a link to the white paper at the bottom). Promote your infographic on social media (share it on LinkedIn; link to it on Twitter; pin it on Pinterest; post it on Facebook)
- Create a “light paper”--a bite-size handout that summarizes the key takeaways of the white paper (and whets readers' appetite for more). Include a CTA to download the white paper.
*What's the correct way to write this phrase? Is it "for all it's worth" (contraction: milk it for all it is worth) or "for all its worth" (possessive: milk it for the inherent worth within it)? There doesn't seem to be a definitive answer, and now I can't stop obsessing about it. Which way do you think is correct?