The virtues of white paper in technology marketing are well known. But the deployment strategy too often goes off course. When this falls short, measurable results are sure to follow.
Five steps for the white paper distribution strategy:
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A marketable topic that provides important content to potential buyers
Just because your engineers are excited about technology doesn’t mean this topic will generate enthusiastic readers. Research your topic and ensure you’re filling a market niche and supplying needed content. If this step is not dead on, how can the program be successful?
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Structure and content that delivers on the promise of valuable information
This step can do one of two things. It can build on the credibility of the company that develops the white paper. Or it can damage your company’s credibility if the reader goes to the trouble to download your data, only to find the information is poorly organized, badly written, and hopefully weak on good content. There’s a middle ground in there too, but that falls short of motivating the prospect to do business with you.
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Visual appeal contributes to the positive perception the reader has of the company
White papers are marketing pieces and should fit with the overall corporate brand. Charts, graphs, screen captures and other visual depictions should be handled by an experienced graphic designer, as should all parts of the white papers. Not everyone who can design a white paper should design a white paper. After all, you want this document to be read by your audience. Visuals are important.
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A distribution strategy for reaching potential buyers, customers, etc
Writing the white paper is the easy part. Really. As difficult as it can be to extract important information from your subject matter experts and convince your C-suite and peers that you’re not giving away trade secrets at every turn, distribution is the most difficult part of any white paper strategy. Take the time and allocate the budget to do this step properly. Before you embark on developing the white papers, research white paper search and syndication services like bnet, TechTarget, knowledge storm, and more, as well as more niche-focused services. Also, consider the white papers as a pull to an advertising or direct mail campaign. Also, determine how you will continue to nurture those leads once they are in your pipeline.
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Benchmarking and measurement methods to determine and define success
Before you begin, determine what success looks like. Realistically. Is it the number of qualified downloads, qualified additions to your marketing database, inbound leads, search engine optimization, synergy with a PR program, etc.?