By: Reza Almaneih on Nov 11, 2014 1:24:11 PM
Whitepapers are typically the work of experts that provide technical information or cover a subject directed to a well defined audience. Their focus tends to be narrow and designed to capture the attention of highly motivated prospects. Given the complexity and substance conveyed in most whitepapers, it's logical to assume that the reader is very interested in the material. What this suggests within the inbound marketing model, is that the prospect is already past the initial stages of the buyer's journey and is nearing a point of decision. What does this also suggest? It suggests that this ideal reader is someone whose attention you want to capture - and you want to capture as many of him/her as you possibly can.
We've learned through experience that most marketing deliverables, outbound included, inevitably find their way onto the internet. The question is whether or not your ideal target will find it? That's why we advocate applying inbound to outbound collateral which makes it easier for motivated prospects to connect with your content. Whitepapers are great vehicles for employing inbound methods and increasing the ROI of your effort. In addition to the recommendations we've made in previous blogs, there are several actions you can take to "add color" and improve the performance of a whitepaper. These include:
These are a few of our thoughts on using inbound techniques for outbound collateral production. For more information please feel free to contact us.