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Smart B2B Content Marketing: The Winning White Paper Formula
Rating: 3.3 out of 5(13 ratings)
167 students

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!
Created byChris Crompton
Last updated 12/2013
English
English [Auto],

What you'll learn

  • 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.

Course content

3 sections • 19 lectures • 1h 31m total length

  • Course Overview2:39

    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

  • Content Types & Rationale4:08

    Types of content

      • Case studies
      • Blog posts
      • Magazine articles
      • Webinars
      • Newsletter
      • Special report / white paper
  • Content Marketing Status

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

  • White Paper Overview: Choosing a Topic2:54

    Topic considerations:

      • Buyer vs. Doer
      • Executive
      • Consideration for promotional channel
      • Timely/newsworthy
      • Vs. evergreen
  • Content Anatomy: Title5:45

    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
  • Content Anatomy: Body4:55

    Simple structure for the main body of your content:

    • Intro
    • 5 points
    • Conclusion
  • Content Anatomy: Call to Action9:45

    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 Designed5:28

Requirements

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

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.

Who this course is for:

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

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