White Paper Promotions

Gating: the third option

Most discussions about whether or not to gate content are all or nothing. But did you know there’s a third option? I call it the “middle way” and it works very well for my business. In my last post, I discussed the best practices for gated vs. ungated content. The bottom line: If you want to generate leads, use…

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To gate or not to gate?

That is the question, for anyone involved in content marketing today. So what’s the best answer? As you know, “gated content” is a white paper, special report, or any other content you give to a site visitor after they complete a registration form. We’ve all filled in those forms. But do they work?   A dirty little secret of…

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How to write a killer landing page

You’re a B2B marketer who wants to generate leads for your product or service. So you send an e-mail to an appropriate list and offer a must-read white paper or special report loaded with valuable information. All the reader has to do is click the link you provide to download the document from your website. So here’s…

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How many white papers are "enough"?

B2B marketers often wonder: How many white papers should our company publish? How many white papers are really “enough?” The correct answer is “that all depends.” One of my clients asks me to write a white paper every time his sales force comes up against a serious objection. The more objections, the more white papers.…

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Free places to publish a white paper

Written a white paper and want to get the word out about it? Of course, you already did all the basics, right? You already put it on your website, e-mailed your prospects, told your sales force and notified your channel partners. Right? You wrote a press release, and extracted two or three blog posts from…

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Don’t give leads to Sales too soon

Did you ever get a phone call like this: “I noticed you just downloaded a white paper from our site, and I wanted to follow up with you… “ Heck, give your prospects a day or two to read the thing before you start badgering them?! Such an over-aggressive sales process can destroy any goodwill…

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How to make an effective call to action in a white paper

Any white paper without an effective call to action is wasting a huge opportunity. A call to action answers the question, “What do we want our ideal prospect to do after they finish reading our white paper?” An ideal call to action keeps your reader engaged with your company, encourages them to take the next…

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White paper success story: Vircom

When Montreal-based anti-spam software developer Vircom released a controversial white paper, their website started getting hits. A lot of hits. So many hits, in fact, that they wondered if someone had launched a denial-of-service (DoS) attack against the company. After the smoke cleared, the breakthrough report “Why Spammers Spam” had been downloaded 2,200+ times… sparked…

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