“Creating mountains of content to support lead generation isn’t the most effective strategy, it’s what you do with the content that counts.”
JC Feeley, Managing Partner, AMP Marketing Group, LLC
Once we’ve created a highly targeted lead gen plan for our customers, the next step is usually the creation of interesting content used to engage targeted companies, capture contact data for future informational use, and provide great information for the sales teams to share with their own rolodex of opportunities. White Papers often fit the need, but it’s what you do with the white paper that supports a high impact lead generating mission. Before diving in with a complete written draft, write an outline and consider how many ways you’re able to repurpose the document to extend the shelf life, as well as the targeted reach. Use the following ideas, to turn your white papers into work-horses for your next lead generation effort:
1. Blogs
Traditionally a White Paper will be broken into 3-5 sections, sometimes more. This of each section as its own blog. Add a 1 or 2 new resources or stats to provide new content, change the title up, and you should have a minimum of 3 new blogs.
2. Slide Share
Not everyone likes to read (or has the time) an 8-10-page document, don’t ignore this audience they’re often the decision makers. Create an on-line presentation Remember the presentation rule of less is more on each slide, add notes below, and add all of the social media shares.
3. PR Log
Create a one-page summary in a news worthy press release. This is a great resource for distributing to primarily social media resources. There’s a free version which limits the amount of information you can access respective to distribution (you can see number of pick-ups). There’s also a couple of different paid versions, which will push the press release out to additional resources and provide a deeper look at the true impact. Have something real newsworthy, upgrade to PRWire or one of the other press release distribution portals.
4. Convert to Article
Create an article version of your white paper which captures key information and summarizes the paper. Similar to the blogs, add a couple of new links and stats to freshen up the contents without diluting the key message or the white paper. Add a link to the complete white paper for even more mileage. Post the article on free news aggregator sites. Below are a few of my favorites:
· Medium
· Harvard Business Review – This requires editorial review but the time and the effort can have a significant impact
5. Webinar
This is the opportunity to not only re-purpose the white paper, but also leverage the newly completed slide share presentation. Webinars tend to have their own unique audiences. They want to truly understand a topic and how it impacts their company and/or themselves as a professional. Bring in 1 or 2 experts who are able to provide additional credibility, and an even deeper understanding to each of the critical sections, but also answer questions.
6. Record a Pod Cast
Podcasts also draw in their own unique audiences. Think of them as the medium for the road warrior or the guy/gal at their desk who are able to multi-task with a pair of ear buds. Keep them short, repeat the key message often to lock in important information, and think “theater of the mind” to keep it interesting.
7. Mini-White Board Videos
Google loves video, people love video. And people really love white board videos. Small pieces of information, shared in a fairly entertaining way. White board videos are a great way to tease up the highlights of your white paper and your company in a very memorable way. Although we haven’t used this app yet, they have a great offer for $197 for first time users- 90 second explainer video.
8. Schedule a Tweet Series
A good white paper should provide several sections which build on one another- providing either a “how to”, industry/category education, or a business use case to help your target gather information. Convert the key section/messages into a provocative series of tweets with a link back to the white paper. The goal to each tweet is to compel your audience to want to read/learn more.
9. Infographic
This is one of my favorites. Almost any topic can be converted into an infographic. The goal with this vehicle is to appeal to the audience that tends to absorb content more easily with visual communication. Again, the goal is to engage your target in a way that compels them to either share the link with their network and/or read more about the topic in your white paper. If you’re short on access to graphic designers, no worries there are several low cost/no cost resources to choose from to help you create the perfect infographic:
· Easel.ly
· Venngage
10. 2 Page Sales Sheet
Most sales teams are eager to have new content to forward onto their prospects. Utilize the infographic above, and apply to the front page of a sales sheet - use the back page to tie back to your product/service.
Have other ideas? Share your successes.
AMP Marketing (aka amptopia.com) has one mission, accelerate the sales opportunity funnel with qualified lead opportunities by competitively positioning our Clients as close to the consideration and research stage of the purchasing process as possible. It’s a tested and fine-tuned process. The results generate a happy sales team, and much more reliable sales forecast. Want to learn more? Let’s connect, we’re happy to share – [email protected]
