{"id":3240,"date":"2015-11-04T11:00:58","date_gmt":"2015-11-04T16:00:58","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=3240"},"modified":"2021-01-18T09:48:25","modified_gmt":"2021-01-18T14:48:25","slug":"from-white-paper-to-landing-page","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/","title":{"rendered":"How to repurpose a white paper by creating a landing page"},"content":{"rendered":"<h2>Here&#8217;s how to repurpose your white paper by creating a\u00a0landing page.<\/h2>\n<p><strong>This is part 5 of our ongoing series on how to repurpose a white paper.<\/strong><\/p>\n<p>You can see the other parts here:<\/p>\n<ul>\n<li><a href=\"https:\/\/thatwhitepaperguy.com\/white-paper-planning\/how-to-repurpose-a-white-paper\/\" target=\"_blank\" rel=\"noopener noreferrer\">Part 1 on the original <strong>white paper<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/thatwhitepaperguy.com\/white-paper-planning\/from-white-paper-to-press-release\/\" target=\"_blank\" rel=\"noopener noreferrer\">Part 2 on repurposing as a <b>press release<\/b><\/a><\/li>\n<li><a href=\"https:\/\/thatwhitepaperguy.com\/white-paper-planning\/from-white-paper-to-blog-posts\/\" target=\"_blank\" rel=\"noopener noreferrer\">Part 3 on repurposing as a set of <b>blog posts<\/b><\/a><\/li>\n<li><a href=\"https:\/\/thatwhitepaperguy.com\/getting-started-with-white-papers\/from-white-paper-to-slide-deck\/\" target=\"_blank\" rel=\"noopener noreferrer\">Part 4 on repurposing as a <b>slide deck<\/b><\/a><\/li>\n<\/ul>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/09\/bigstock-Recycle-Technology-79172413.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"add-border wp-image-3057 alignnone\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/09\/bigstock-Recycle-Technology-79172413-300x200.jpg\" alt=\"graphic of keyboard with recycle key to signify repurposing a white paper\" width=\"674\" height=\"449\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>We don&#8217;t consider a landing page content in its own right. It&#8217;s simply the destination people go to download your white paper.<\/p>\n<p>That&#8217;s why we wanted to include it as part of this series.<\/p>\n<p>Here&#8217;s a graphic of the landing page for the white paper featured in this series. You can click on the graphic to see a full-sized version.<\/p>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/downloads\/landing-page.png\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignleft wp-image-3251\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/11\/landing-page_thumbnail-232x300.png\" alt=\"screen shot of landing page\" width=\"490\" height=\"633\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>For some great tips on creating landing pages that really work, <a href=\"https:\/\/thatwhitepaperguy.com\/white-paper-promotions\/how-to-write-a-killer-landing-page\/\" target=\"_blank\" rel=\"noopener noreferrer\">see this earlier article from veteran B2B copywriter Ivan Levison.<\/a><\/p>\n<p>Now let&#8217;s look at how this landing page uses many of the best practices described by Levison.<\/p>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3>Tip: Keep the landing page copy short and sweet<\/h3>\n<p>&#8220;The landing page is not the place to be long-winded,&#8221; says Levison. &#8220;Get in, get out.&#8221;<\/p>\n<p>This landing page surely follows that advice, using about\u00a0100 words to\u00a0provide:<\/p>\n<ul>\n<li>A detailed headline<\/li>\n<li>3 sentences that sum up the paper&#8217;s argument<\/li>\n<li>4 bullets with specific points that the paper covers<\/li>\n<li>A simple\u00a0call to action<\/li>\n<\/ul>\n<p>All the text is crisp and concise.<\/p>\n<p>This page\u00a0presents intriguing highlights and a clear benefit to B2B readers who download the white paper.<\/p>\n<h3>Tip: Use a minimalist registration form<\/h3>\n<p>The debate is still raging: To gate or not to gate.<\/p>\n<p>Levison says every landing page should include a registration form. Not every marketer agrees; it all depends on the goals of the business.<\/p>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/white-paper-planning\/to-gate-or-not-to-gate\/\" target=\"_blank\" rel=\"noopener noreferrer\">For a longer discussion about gating content, see our two-part article<\/a>.<\/p>\n<p>But\u00a0everyone, including Levison, agrees: Don&#8217;t ask for too much on your form.<\/p>\n<p>&#8220;Ask for the minimum information you need,&#8221; advises Levison. &#8220;The more you ask for, the more people you&#8217;ll turn off.&#8221;<\/p>\n<p>This white paper&#8217;s sponsor was seeking to generate B2B leads for corporate\u00a0sales of its mobile apps, so a registration form was a must.<\/p>\n<p>Even so, the form on this page is minimalist. It asks six questions: name, company name, e-mail, phone, number of employees, and country.<\/p>\n<p>Notice\u00a0there&#8217;s nothing about mailing address, which is one of my pet peeves.<\/p>\n<p>It&#8217;s a personal peeve because I know that companies don&#8217;t ask for\u00a0snail mail addresses so they can\u00a0go to the expense of sending letters and packages. They want my address to\u00a0slot me into some sales guy&#8217;s territory.<\/p>\n<h3>Tip: Show the cover<\/h3>\n<p>From my discussions with Levison, I know he recommends showing a picture of the content you will get if you register.<\/p>\n<p>That makes the asset\u00a0you&#8217;re looking at seem real.<\/p>\n<p>For white papers, this is usually\u00a0the cover. And this landing page shows it.<\/p>\n<h3>Tip: Test different landing pages<\/h3>\n<p>Levison also suggests\u00a0testing different\u00a0landing pages.<\/p>\n<p>Like most B2B marketers, our client didn&#8217;t do that. They figured this one page\u00a0did the trick.<\/p>\n<p>As a startup, they probably didn&#8217;t expect\u00a0to generate enough traffic to justify any testing anyway.<\/p>\n<h3>Tip: Ask yourself if you really need a captcha?<\/h3>\n<p>One unusual feature of this page is the captcha to prevent robots from downloading the white paper.<\/p>\n<p>Few of my clients use any captchas.<\/p>\n<p>Personally, I find them irritating: I never know if they expect me to type in the spaces or capital letters.<\/p>\n<p>Or if that little squiggle at the corner of a photo is a fire hydrant?<\/p>\n<p>So it often takes me several tries to get it right.<\/p>\n<p>This can\u00a0add frustration to your registration process for little gain.<\/p>\n<p>So what if robots can access\u00a0your white paper? Even if they post it to a free site in Russia, will\u00a0that actually ever hurt your company?<\/p>\n<p>&nbsp;<\/p>\n<p>If you follow these five tips, your landing page should work.<\/p>\n<p>So there you have it: A clear and effective landing page for a sample white paper.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><i>Have you ever written a landing page for a white paper? Do you have any more tips to offer? Please leave your comment below.<\/i><\/p>\n<hr \/>\n<p><em>Want to hear whenever there\u2019s a fresh article on this site? <\/em><a href=\"https:\/\/thatwhitepaperguy.com\/subscribe\/\"><em>Subscribe here to stay in the know on long-form content<\/em><\/a><em>. From time to time, we\u2019ll also send you word about some great new resource or training. And you can unsubscribe any time. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here&#8217;s how to repurpose your white paper by creating a\u00a0landing page. This is part 5 of our ongoing series on how to repurpose a white paper. You can see the other parts here: Part 1 on the original white paper Part 2 on repurposing as a press release Part 3 on repurposing as a set&hellip;<\/p>\n","protected":false},"author":2,"featured_media":6441,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7,15,10,8],"tags":[43,33],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to repurpose a white paper by creating a landing page<\/title>\n<meta name=\"description\" content=\"Here&#039;s some tips on creating a landing page for promoting your white paper. 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This is part 5 of our ongoing repurposing series.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/\" \/>\n<meta property=\"og:site_name\" content=\"That White Paper Guy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ThatWhitePaperGuy\/\" \/>\n<meta property=\"article:published_time\" content=\"2015-11-04T16:00:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-18T14:48:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/11\/landing-page_thumbnail.png\" \/>\n\t<meta property=\"og:image:width\" content=\"450\" \/>\n\t<meta property=\"og:image:height\" content=\"581\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Gordon Graham\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@WhitePaperGuy\" \/>\n<meta name=\"twitter:site\" content=\"@WhitePaperGuy\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gordon Graham\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/\"},\"author\":{\"name\":\"Gordon Graham\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/#\/schema\/person\/657ecb7a40f0e8f04458d0c78abeedfd\"},\"headline\":\"How to repurpose a white paper by creating a landing page\",\"datePublished\":\"2015-11-04T16:00:58+00:00\",\"dateModified\":\"2021-01-18T14:48:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/\"},\"wordCount\":754,\"commentCount\":4,\"publisher\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/11\/landing-page_thumbnail.png\",\"keywords\":[\"landing page\",\"repurpose a white paper\"],\"articleSection\":[\"White Paper Planning\",\"White Paper Promotions\",\"White Paper Writing\",\"Writing B2B Content\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/\",\"url\":\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/\",\"name\":\"How to repurpose a white paper by creating a landing page\",\"isPartOf\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-landing-page\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/11\/landing-page_thumbnail.png\",\"datePublished\":\"2015-11-04T16:00:58+00:00\",\"dateModified\":\"2021-01-18T14:48:25+00:00\",\"description\":\"Here's some tips on creating a landing page for promoting your white paper. 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