Whitepaper & Content Marketing
Whitepapers & Content Marketing
Project: Create a broad whitepaper content marketing piece for Ryder’s On-Demand Maintenance program.
Result: Generated >1,000 downloads (leads) in the first week.
All marketing pieces do not serve the same purpose
Before deciding on the marketing mechanism, you have to know what your goal is. More specifically, is it lead generation, lead conversion or brand awareness? While though leadership can and should be developed across the board, a whitepaper is not the “perfect” lead gen tool. It all depends on the audience. What are they looking for? What are their pain points?
Whitepapers are more for research and deep dives into a product or service. This is perfect for someone familiar with your brand. However, if you are the getting to know you point, whitepaper content marketing is not recommended. Start general then go into specifics. Think of a whitepaper like a webinar. People need to take serious time out of their day to read it. So if your lead is kicking the tires (no pun intended) perhaps a short video, or an infographic would do the trick. Because thought leadership is the most powerful type of content marketing at every stage of your brand’s growth – you have to be judicious with your messaging.
Before you do anything be sure to know – the point you’re trying to make – the message you want to deliver and the story do you want to tell about your brand. Without that information, even the best intended content can go to waste.
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