Atomizing content as described above will help as most-if not all, of the pyramid components drive traffic to the white paper. Market your marketing. Once you’ve put all this time and effort into creating a white paper, you need to ensure that just as much effort-if not more-is invested into its promotion.Using an editorial calendar such as the one in this free editorial template will enhance your execution. This puts a white paper at the top of pyramid, with the content from the white paper atomized into more bite-sized assets such as eBooks, webinars, infographics, blog posts, bylines, tweets, and so on. A strategic way to ensure you get the most out of a white paper is to use the Content Marketing Pyramid framework. It would be a waste to simply create this asset, gate it behind a landing page, do some promotion and then move on to the next big project. Optimize the reuse and repurpose of white paper content. Creating a relevant and high quality white paper is a non-trivial endeavor.achieving “ownership” of a popular search term in Google.meeting the needs of your audience at a point in the buying cycle.addressing the pain points of a particular persona.building thought leadership in an area that aligns with your product direction.Create your white paper as part of a broader content strategy. A white paper should be fulfilling the objectives of your content strategy-for example:.(If you do want to write an eBook, read Curata’s Ultimate eBook Template with free download.) How do I get the Biggest Bang for My White Paper Buck?įour quick tips to get the most return out of your white paper investment: That said, according to the above distinctions, white papers do play a key role in educating and engaging buyers at a deeper level than your typical eBook. Some of Curata’s most downloaded eBooks are in some ways like a white paper according to the above descriptions: data-centric, based on quantifiable research, and deeply researched on a single topic, for example: the 2016 Content Marketing Staffing & Tactics Study. Having worked at IDC for 10 years prior to joining Curata, I prefer to look at eBooks as an evolution of the white paper at least from a content marketing perspective. Visually heavy – main text supplemented with call-outs, bullet listsĬasual and collegial – a conversation among equals Chapman from their book, Content Rules:īroken into smaller chunks – designed for skimming and scanningĬoncept centric – based on ideas and trends of interestĭata centric – often based on formal research Here’s a quick summary of differences according to Ann Handley and C.C. Oh, the roads you will travel in trying to figure this one out. Whitepaper: Average monthly searches = 9,900 What is a White Paper versus an eBook? White Paper: Average monthly searches = 49,500 At least according to these sources:Īccording to Google’s data, people get it right roughly 83% of the time. If you guessed “white paper,” you’re correct. Here are just a few of them: White Paper or Whitepaper? There are a lot more questions to be answered prior to creating a white paper. If you want to get started now, you can click here to skip down below for a free white paper template.
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Sounds simple, right? Write a white paper to improve the results of your content marketing efforts. 78% of buyers used white papers in the past 12 months to research B2B purchasing decisions.
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