Smart B2B Content Marketing: The Winning White Paper Formula

Discover how to increase the number and quality of your leads, while persuading high-value prospects to take action!
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  • Lectures 19
  • Length 1.5 hours
  • Skill Level Intermediate Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 12/2013 English

Course Description

Sales becomes simple & straightforward when you've first built trust. A superior content marketing strategy accomplishes this feat. I've spent years in the trenches using special reports and white papers to attracting leads who quickly become six-figure clients. In this course, I conversationally share this winning formula.

You'll discover:

  • The six elements to a winning white paper that not only leave your readers itching for more, but also move them one step further in your the sales funnel.
  • The two emotional appeals that must be conveyed on your offer page to entice visitors to become leads.
  • Sample action-inducing bullet points that create an overwhelming uneasiness that can only be relieved by your content.
  • How delaying the delivery of your content by 1 minute can produce immediate results.
  • Which fields are absolutely critical (and which can be ignored) on your lead capture forms.
  • How to make your promotional emails convert like crazy.
  • What you must deliver to your leads within the first 24 hours, 7 days, and the first 30 days so you don't squander your immense opportunity.

Start learning now to shortcut your path to producing powerful B2B content marketing with white papers.

What are the requirements?

  • Required: A desire to take an easier path to attracting leads & closing sales.

What am I going to get from this course?

  • By the end of the course, you'll understand how to use white papers and special reports to generate high-value leads and keep moving them forward in your sales funnel.
  • In this course, you'll learn how to choose a white paper topic, how to write a title and structure your content. You'll learn how to promote it, both through promotional channels and through an offer or landing page on your site. Finally, you'll learn how to repurpose and reuse your content to create a marketing funnel that entices leads reach out to become clients on their own initiative.

What is the target audience?

  • B2B software or professional services companies
  • Marketing managers and directors

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Content Creation
02:39

Here is the full outline I'm referencing in the making of the videos:

  • Content Creation
    • Types of content
      • Case studies
      • Blog posts
      • Magazine articles
      • Webinars
      • Newsletter
      • Special report / white paper
    • Anatomy of a Successful Report
      • Topic
        • Buyer vs. Doer
        • Executive
        • Consideration for promotional channel
        • Timely/newsworthy
        • Vs. evergreen
      • Title
        • Edgy
        • Front-load the good stuff
        • Controversial… common enemy
      • Content
        • Intro
        • 5 points
        • Conclusion
      • Call to Action
        • Be specific about next step you want them to perform
        • Detail what they can expect
        • Give clear response mechanism: phone or website. (most won’t take action directly, but this primes them)
      • Design
    • Content Distribution
      • Distribution Channels
        • Your site
        • PPC
        • Industry trade associations email lists
        • Industry magazine email lists
        • Tradeshow direct mailings
        • Sponsored emails
        • Social media (linkedIn and Twitter… assuming you’ve already generated a following)
        • Your blog
        • Guest blog posts with content promoting the white paper
        • Lists of vendors for co promotions
        • Give out at a trade show in exchange for contact info
        • Banner ads on industry sites
        • Direct mail to industry lists
        • Paid newsletters
        • Email Promotions
      • Capturing Leads
        • Landing Page
          • Page Design
          • Copy
            • Headline / Subhead
            • A couple paragraphs setting up the topic (can steal from the report)
              • Be succinct & punchy!
            • 4-6 Good teaser bullet points
            • Call to action
          • Form
            • Form headline
            • Just the information fields needed
            • Depending on the value of your leads, you can look up additional information
            • Action-oriented Button
        • Thank You Page
          • Not the report
          • Offer for your cta if qualified
          • Secondary offer if not qualified
          • Email the report
            • Track downloads
        • Emails
          • Subject Lines
          • Consistent messaging with landing page
          • Tag your links so you can determine lead source
        • Content Fueled Funnel
          • Leads are often most responsive the first week – especially the first 7 days
          • Invite to consume more content.
          • Make your marketing sequence at least as long as your typical buying cycle
          • Your other white papers make great material for mailings / emails to these leads over the coming months
          • Sometimes send emails with no content, but just a strong call to action.
        • Content Repurposing
          • Inspiration for blog posts
          • Client newsletter
          • Prospect newsletter
          • Vendor newsletters and magazines
          • Video content
          • Repurpose into slide deck for slideshare
          • Repurpose into webinar content
          • Repurpose into speaking slots at industry conferences

04:08

Types of content

    • Case studies
    • Blog posts
    • Magazine articles
    • Webinars
    • Newsletter
    • Special report / white paper
IFrame

Please complete the short survey so I can custom-tailor additional course materials to your needs.

02:54

Topic considerations:

    • Buyer vs. Doer
    • Executive
    • Consideration for promotional channel
    • Timely/newsworthy
    • Vs. evergreen
05:45

Some sample titles:

  • [TOPIC]: Sidestep these 5 Profitability Killers
  • Death by ___: 7 Common Mistakes that Cripple Your ____ Success
  • [TOPIC]: 10 Questions to Determine if ____ is Sabotaging Your Profitability
  • Automatic [TOPIC]: 3 Fresh Strategies for [MARKET] to Bypass [ENEMY] & Gain More ____
  • [TOPIC]: Executive Guide to Making _____ Supercharge Your _____ Performance
  • Widespread _________: Discover The Top 3 [TOPIC] Failure Points & Proven Remedies
  • 5 Secrets to Nail [TOPIC] in 2014
04:55

Simple structure for the main body of your content:

  • Intro
  • 5 points
  • Conclusion
09:45

Tips:

  • Be specific about next step you want them to perform
  • Detail what they can expect
  • Give clear response mechanism: phone or website. (most won’t take action directly, but this primes them)

Be sure to make it easy to respond to your call to action. A web form and phone number work great.

Getting Your Content Designed
05:28
Section 2: Content Distribution & Promotion
06:31

Since much of the email content itself will be related to your landing page, I'll cover this after the lectures about your landing page.

Distribution Channels:

    • Your site
    • PPC
    • Industry trade associations email lists
    • Industry magazine email lists
    • Tradeshow direct mailings
    • Sponsored emails
    • Social media (linkedIn and Twitter… assuming you’ve already generated a following)
    • Your blog
    • Guest blog posts with content promoting the white paper
    • Lists of vendors for co promotions
    • Give out at a trade show in exchange for contact info
    • Banner ads on industry sites
    • Direct mail to industry lists
    • Paid newsletters
    • Email Promotions
02:02

Landing Page Considerations:

    • Page Design
    • Copy
      • Headline / Subhead
      • A couple paragraphs setting up the topic (can steal from the report)
        • Be succinct & punchy!
      • 4-6 Good teaser bullet points
      • Call to action
    • Form
      • Form headline
      • Just the information fields needed
      • Depending on the value of your leads, you can look up additional information
      • Action-oriented Button
Landing Page Design & Content
04:43
04:13

Some example landing page bullets:

  • The #1 _____ mistake many _____ are making.
  • The _______ shortcut to profitably ______.
  • How 5 minutes spent reviewing ______ could pay off big for _______.
  • A new ______ feature that gives _________ abilities like they've never had before.
  • Which oft-neglected ________ feature yields an average ___% increase in _____ revenue.
  • How to apply smart ______ tricks to increase the performance of all your ______.
  • The 3-step plan to dominate ________.
  • The simple _______ technique that causes _____ to drastically increase.
  • Your two highest leverage points when _______.
  • Uncover the hidden ______ which inadvertently lowers your _______.

It's also a good idea to bold the most powerful phrases in each bullet point.

Bullets & Persuasion Tips
04:26
Lead Generation Form Considerations
06:51
05:45

Big takeaway: to increase your sales-ready response, don't give the content immediately!

08:53
  • Consistent messaging with landing page
  • Tag your links so you can determine lead source
Section 3: Content-Fueled Marketing Funnel
07:07

Content Fueled Funnel:

    • Leads are often most responsive the first week – especially the first 7 days
    • Invite to consume more content.
    • Make your marketing sequence at least as long as your typical buying cycle
    • Your other white papers make great material for mailings / emails to these leads over the coming months
    • Sometimes send emails with no content, but just a strong call to action.
03:19

Content Repurposing

    • Inspiration for blog posts
    • Client newsletter
    • Prospect newsletter
    • Vendor newsletters and magazines
    • Video content
    • Repurpose into slide deck for slideshare
    • Repurpose into webinar content
    • Repurpose into speaking slots at industry conferences
B2B Content Marketing Wrap-Up
01:57

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Instructor Biography

Chris Crompton, Marketing Technologist

I was a programmer and web developer before discovering and pursuing my passion in marketing 8 years ago. I created a content marketing platform in 2006 and sold it two years later. On the back of this sale, I then took a job at a marketing agency where I was quickly put in a position to market the agency itself to prospective clients. I've discovered how properly positioned content can build trust and form a quick gateway to high-value B2B relationships. I founded KnowledgeScroll to help other content marketers overcome their challenges.

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