A key element in converting your visitors into contacts and then into leads, the white paper is a premium content essential to your inbound marketing strategy. To generate more leads, zoom in on this essential tool for your content strategy. What is a white paper? A white paper, in the form of a professional ebook, allows you to promote your business by promoting its expertise, St.Pierre and Miquelon Email Lists while generating leads. An informative guide, this premium support is useful throughout the inbound marketing strategy and allows contact to be converted regardless of their stage of maturity. The attention of the site visitor is captured by the white paper, premium content with high added value. To access the download, the prospect must leave his contact details via a form: the company generates contact. As part of their lead nurturing , the prospect has access to the white paper.

The information contained convinces him to buy the product or service: the prospect is converted into a lead. The loyal customer shares the white paper with his contacts: the customer becomes an ambassador. Writing a white paper consists for the company in offering its contacts quality, useful, clear and complete information on a subject that it understands perfectly. Please note, this is not a matter of directly promoting a product or service, but of informing – in order to promote in fine ! This content with very high added value is particularly appropriate – and necessary – as part of the inbound marketing strategy for B2B companies. need a white paper Our advice for an effective white paper: The white paper to generate more leads, yes, but on the condition of being effective.

Discover the 7 tips of Web Conversion for writing a useful and attractive white paper, in order to optimize the results of your inbound marketing strategy. 1. Target precisely one of your marketing personas Writing a high-performance white paper requires an upstream reflection phase. The major challenge is to be able to answer the following question: which buyer persona to target with this content? Your buyers personas are not all interested in the same subjects, they do not all have the same issues, and do not seek the same information. 2. A white paper is written according to a phase of the buyer journey In order to identify the maturity of the purchasing phase of your prospects and respond to their current questions and information needs, it is important to precisely target which purchasing phase your white paper will respond to. Discovery, evaluation or decision: the buyer persona should not receive the same information. In the discovery phase, your buyer has just identified a problem or an opportunity, he seeks to formalize his need. It needs informative and explanatory content. In the assessment phase, he has identified his need and seeks to assess the various possible solutions. It is useful to provide him with feedback and study feedback. In the decision phase, he decided which solution he was looking for and evaluated suppliers.


This is to win him back. In summary, on the upstream phase of the drafting of the white paper:It is useful to write a white paper by persona, and by phase of purchase, to maximize your conversion goals. 3. How is a white paper structured? The reader becomes aware of the content provided that its structure is ergonomic and its layout fun. And it is essential that your contact read your content: under cover of information, your white paper increases your conversion rate! 4 elements to properly structure your white paper: Eye-catching titles to entice reading – and downloading first and foremost! A paginated summary for an optimized navigation within the ebook. Different chapters which must provide information and solutions on the problem (s) addressed. Attractive and playful visuals: infographics, photos, diagrams, lists … 4. Take care of the writing The level of editorial quality of the white paper reflects the level of expertise of the company. The tone must also correspond to the editorial line of the company. Finally, it is important to adopt a fluid style to facilitate – and encourage – reading. Some tips:A sentence = an idea. Write short paragraphs to better “ventilate” the white paper. Cite external references and supporting figures.

Watch out for jargon! Unless you are addressing a target very specialized in the subject being dealt with, technical jargon risks losing the reader. Ban the obvious promotion of the company’s products and services: the more objective the editorial tone, the more qualitative the information is perceived. Use bold, italics and color, so as not to tire the eye! Focus on content of around 3,000 words distributed in an airy manner over fifteen pages. 5. Take care of the formatting Formatting is as important as writing the white paper, as it goes a long way in capturing the reader’s attention. Unless you have mastered design and layout software, it may be useful to hire the services of a graphic designer for a white paper that is as attractive as it is useful. 6. No white paper without a call-to-action While writing the white paper involves using an objective tone, don’t neglect your sales and lead generation goals. Indeed, this inbound marketing content not only generates contact, but also converts the prospect into a lead. To do this, don’t forget to include a call-to-action at the end of your white paper to encourage the reader to contact you – for a quote or a demo of your services. 7. Make a nice promotion The good distribution of your white paper conditions your potential for generating contacts and influences your conversion rate. How to properly promote your premium content:Create a landing page with form. Promote the landing page: via one: banner (s) on your website, in a dedicated paragraph of your newsletter, through your email signature, on your blog and your social networks.

Inbound marketing Why do a white paper? In the past, the White Paper was mainly an institutional support, used by politicians and NGOs. But since its appearance in France in the 1920s, it has become a very popular communication medium for the communication and marketing departments of companies. Today, the white paper is a pillar of inbound marketing and content marketing strategy . It is an ideal support for companies to occupy the space offered by the web. A company wishing to develop its commercial relations therefore has every interest in writing a white paper. Read also: How inbound marketing will reduce your customer acquisition cost1. What content for his white paper? In a B to B context, the white paper often takes the form of a practical guide of around fifteen pages. Halfway between the commercial brochure and the technical document, its goal is to demonstrate the interest of a product or a service … While positioning your company as an expert on the subject. The exercise is delicate, since it is a question of convincing the readers, without falling into outrageous publicity.

Exit therefore any traditional commercial discourse. Rather, you have to put yourself in the shoes of a journalist whose first task would be to inform. 5 good practices in this direction:Be clear and concise from the start , with an introduction summarizing the content of the document State and explain the problem encountered by the reader, i.e. the buyer personaPrecisely detail the proposed solution based on facts Support his point with figures and words from experts in the field Cite authority sources through external links to reliable and serious sitesTo avoid any error that would be detrimental, it is advisable to use communication professionals to write your white paper. An inbound marketing agency has seasoned writers who will know how to collect the information needed to write a white paper, while keeping a neutral and objective tone. This editorial rather than commercial approach can really make the difference. Read also: Inbound marketing: how to launch a winning strategy 2. How to find your subject? Before you jump right into writing a catch-all document on your company’s core business, take the time to clearly define the subject of your white paper. Rely on your knowledge of the market, its needs and expectations. The chosen subject must arouse the interest of your target audience , without being too general or too specific. If you have well defined the characteristics of your persona , you must know his interests and the problems that he must solve.

The white paper must be fully thought out for your target audience. If you’re really stuck for inspiration, there’s nothing stopping you from taking a look at what the competition is up to. Ideally, your whitepaper topic should be new to really stand out. However, if your industry is very competitive and you feel that everything has already been said, your choice may be on a topic already covered. On the other hand, it is essential that the content is original . So try to bring something new in the writing of your white paper, in the choice of the angle, for example. This way, you can better demonstrate the uniqueness of your business. 3. What are the objectives of a white paper? The objective of a white paper is to make the reader aware of an issue in your business, in a fun way, and from the reader’s point of view. This is why it is important to have clearly defined beforehand what the target was. The white paper must convince the reader of the interest of the subject and the relevance of the offer proposed by your company. It therefore fulfills two complementary objectives: make it understood that the issue raised by the white paper is essential and strategicpersuade that your company has the right solution to meet them Although it is presented as a didactic tool, the white paper therefore fits well in a lead generation strategy .

This is why its reading should encourage action by encouraging subscription, membership or purchase. This type of communication is much more effective in convincing your prospects. Read also: Should you internalize or outsource your inbound marketing strategy? 4. What are the benefits of a white paper? Once their interest is aroused, the reader should obtain useful information. If the white paper has been well designed, it will encourage them to make up their minds. Indeed, according to the B to B Technology Collateral Survey Report, 83% of IT decision-makers consider that white papers influence their final decision . In this sense, 89% of them disseminate internally the white papers that they consider interesting. In addition, to evaluate a technology purchase, 76% of decision makers say they have read at least one white paper in the 6 months preceding the purchase.

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