Do White Papers Really Generate Leads, or is This Baloney?

Content Marketing Guidance for Professional Services Firms

If you’re involved in CPA, consulting, law, B2B or financial services marketing, you’re going to see a lot about content marketing this year. Content marketing is the art and science of converting the thought leadership of partners and subject matter experts into materials that can be published, promoted and shared.

One of the ways of doing this is through publishing whitepapers – a 1500 - 2000 words treatise providing guidance, observations and insights on matters ranging from regulatory change to hot industry (or niche) topics, trends or issues.

But developing, publishing and promoting whitepapers takes resources and commitment, especially from partners and subject matter experts that are under significant pressure for billable hours. So, is an investment in whitepaper development worthwhile? Do whitepapers generate leads, and how?

There’s overwhelming evidence that content marketing works. Have you ever filled out a form online in order to get free information? If so, you have proof in hand that content marketing works. You struggled of course with some trepidation about giving out your contact info, but in the end, you made a decision that the information being offered was so good, so necessary, or promoted so cleverly that you went ahead and filled out the form.

When that happened, you converted from a site visitor to a lead.

Put yourself in your prospect’s shoes and ask these questions: do I want a sales message or information from a credible source that can help me solve a problem? Am I willing to give you my contact information to get your information?

Here’s 6 step approach to using a white paper for lead generation:

1. Make sure you have the right infrastructure and marketing technology in place, likeHubSpot. HubSpot’s “all in one” software will give you the capability to create Call to Action buttons, landing pages and forms, fulfillment options, drip nurturing campaigns, and best of all, metrics on conversion rates.
2. Pick a hot topic or issue that’s keeping clients and prospects up at night
3. Write 1500 to 2000 words on that topic but don’t be advertorial – this isn’t a sales brochure! Give the facts and your take and guidance on the issue.
4. Think creatively (Part 1): title your white paper in a way that makes it a “must read”
5. Think creatively (Part 2): Use well written, visually appealing  landing pages that describe your whitepaper and benefits of the whitepaper to your readers, but don’t expect that 100% of people coming to your landing page will fill out the form. A conversion rate of 15% to 25% or more is terrific!
6. Announce and promote the availability of your white paper both on and off your website. E-newsletters and social media can play a big role to this end, with links directed back to your landing page

When you get a whitepaper published, promoted and shared, you’re filling the top of your sales funnel with prospects that want to see or hear what you have to say. That’s the beginning of a beautiful relationship built on thought leadership that leads to new business opportunities.