White Papers – the King of Content Marketing
Content marketing is considered one of the best ways of inbound marketing where customers come to you rather than you having to seek them out. Prospects read your content, use the hints and tips you share, and start to recognise you as a knowledgeable thought leader. When they need your products or services you will already be trusted as a potential supplier.
What is content marketing?
According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Unlike outbound marketing where you are pitching your products and services, content marketing is where you provide truly relevant and useful content to your prospects and customers to help them solve their issues. As a result, they will then consider you and your business when they have a need.
There are many different types of content which can support your marketing including blog posts, articles, social media posts, videos and white papers.
What are white papers?
White papers are used in B2B marketing to generate qualified leads, nurture prospects throughout the sales process and establish your company as a knowledgeable thought leader in your industry.
They are substantial documents, usually 8-12 pages, and are used to give in depth information about a subject. They can be technically detailed where a complex subject needs to be understood before a buying decision is made. Or they can be problem solving – addressing a problem in the industry and presenting a solution that your company provides.
Big company buyers read white papers to gather background information and help them to make an informed decision. White papers are also used when products or services are a significant investment along with data sheets and demonstration videos.
One of the big advantages of white papers over other forms of content is that they last longer – white papers can still be relevant years after being written. They also tend to be handed around amongst the decision makers so they are seen by more people.
There are lots of reasons why white papers are considered to be the king of content marketing and you can find out more by downloading our free white paper here.