Figuring out the right content marketing strategy to fit a specific business can be a challenge – from learning about your audience to implementing a campaign across a range of channels, a digital marketer’s task is a hefty one. But the value in doing so, it seems, is well worth the work. With Content Marketing Institute’s latest trend report stating that, on average, 89% of B2B marketers are using content marketing, the question arises — are budgets being used wisely and strategically?
From PR strategies, webinars, blogging, SEO, ebooks, infographics and beyond, choosing the right channels to invest your content strategy resources in is a feat of logistics. Often, marketers will take the path they are most familiar with, missing opportunities that may be better suited to their business. Sometimes, though, it’s a back-to-basics approach that can garner the most return.
White Papers: Tried And Tested
We’ve all read our share of white papers. While they may not be the newest platform for information distribution, they are one of the most under-the-radar content marketing tools for powerful lead generation. If not crafted well, they can be dry and even uninteresting — the result of undirected content development and uninspired design. Alternately, when planned, designed and distributed to their full potential, white papers can be highly shareable, valued information-gathering tools for their intended audience. In fact, according to a recent poll, 79% of B2B buyers listed white papers as the material they were most likely to share with colleagues.
At its core, a white paper should provide relevant information to the reader which they find useful and meaningful. By lending content that is beneficial to the user, there is a value-added aspect to the white paper’s delivery method. In addressing a problem-solving solution, readers will naturally be drawn to the material to satisfy their need.
Building Brand Trust And Solving Problems
A truly engaging white paper is informative, educational and sometimes surprising. An integral part of any sales process in which purchase decisions are made, readers of the material should become experts on the subject at hand, walking away with the belief that the organization presenting the information is the premier resource on the given subject.
A white paper’s ideal application is to provide information that is valuable to the reader. In this case, the value is in its ability to problem solve. Through summary, setup, justification and solution, the presenting company explores all avenues of problem-solving, outlining why they have the tools, expertise and know-how to solve the problem. By providing content that is useful and beneficial to the user, the material itself is seen as a solution.