If you’re looking to become a thought leader in your industry, it’s more than likely that you’ll need to create longer form content, such as white papers, to engage your target audience as part of a well-researched B2B content marketing strategy. A thoroughly researched and well-written white paper is one of the most effective tools for conveying authority in your niche.
According to our research, some 62% of C-suite decision-makers request calls or meetings with companies that produce high-quality thought leadership content. 8 in 10 of those will happily provide their contact details to download in-depth reports.
A recent survey by Demand Gen further found that 71% of B2B buyers find marketing white papers valuable list of colombia cell phone numbers in their buying decisions. So, if you’re looking to target these higher quality leads, a white paper is an excellent place to start.
When is the right time to use a B2B marketing white paper?
So, where exactly does your B2B marketing white paper fit into your content marketing strategy? Unlike activities traditionally used to create awareness, such as advertising, PR or content optimisation, most prospects will download a white paper when they’re further into the decision-making process.
A typical customer buying cycle can be defined as having five stages: awareness, consideration, preference/intent, purchase, and repurchase. An informative, carefully crafted white paper would typically fit into the third stage. This is where the customer has heard of your brand, is considering your service, and now needs that final piece of persuasive content to trigger action.
This is your chance to provide your prospects with valuable, researched content that provides insight on and a solution to a persistent problem they face and addresses their pain points. If you can promise to do that, your target audience will take the extra steps to enter their contact details and download the report.
How to write a compelling B2B marketing white paper
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