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Agency lead generation: How to create white papers that convert

30-second abstract:

  • Company lead era methods are high of thoughts proper now and attracting extra leads commonly has turn out to be a problem with increasingly content material being out there on-line now.
  • Agile entrepreneurs are paving the trail ahead combining know-how and expertise.
  • You may increase lead era utilizing content material that provides worth to your prospects—content material equivalent to white papers.
  • Venngage’s Content material Marketer, Ronita Mohan shares a five-step information to design papers that may generate leads to your company.

Company lead era methods are high of thoughts proper now. Attracting extra leads commonly has turn out to be a problem—the world is extra on-line, however that additionally means that there’s extra content material out there.

Rising above the noise to attract in the best leads can look like an unimaginable activity. However we’re right here to inform you that it isn’t.

You may increase lead era utilizing content material that provides worth to your prospects—content material equivalent to white papers.

Whereas designing white papers from scratch may be tough, there are on-line sources to create engaging white paper designs that increase model consciousness and improve conversions.

So, how do you create white papers that convert? We share a five-step information to design papers that may generate leads to your company.

1. Goal company lead era audiences

Earlier than you design a white paper, it is advisable outline the audiences who will learn it.

Whereas your company could have a various set of shoppers, once you’re making an attempt to generate leads, it is advisable slender down your focus.

You don’t need to create content material that goals to please everybody—the probabilities are, you’ll find yourself attracting nobody.

Generic content material is simpler to create—there’s a proliferation of it on-line. However you need your content material to face out within the crowd. That’s how potential shoppers will discover your company.

To do that, you need to examine your market segments and reply these questions:

  • What ache factors do your shoppers have?
  • How can your company resolve these points?
  • Is your present market massive sufficient to your service?
  • Are there market gaps that you need to discover?
  • What sort of content material has already been profitable?

Following this course of will make it easier to perceive your viewers’s wants higher. This may make it simpler to decide on matters and designs to your white paper and increase conversions.

2. Outline matters for company lead era white papers

Now that you just’ve outlined your viewers—and you recognize your purpose is company lead era—it is advisable decide a subject that’s appropriate to your prospects.

Bear in mind, your intention together with your content material is to supply options to your shoppers’ ache factors—that ought to be the driving issue behind creating any sort of content material.

There are a number of methods to seek out matters of curiosity to your prospects.

One technique is to send survey questions to your current shoppers asking them what sort of content material they wish to see from you.

You too can have a look at content material that has already finished nicely on social media, previous white papers, and weblog posts. This may make it easier to resolve which matters appeal to essentially the most views.

Think about looking out on-line for key phrases associated to your shoppers. Google’s longtail keyword suggestions are an awesome place to seek out new content material concepts.

Plus, SERP outcomes offer you an concept of what content material is being looked for and why.

It’s best to get granular together with your white paper matters. As a substitute of making a paper on the broader subject of name consciousness, the under instance focuses on model positioning.

Supply: Venngage

When you’re writing about electronic mail advertising—which is a broad subject—think about specializing in one thing narrower.

Write about incorporating user-generated content in emails, or how electronic mail advertising can be utilized to enhance hiring charges.

You too can give attention to particular points of your business, such because the influence of phishing scams on firm cybersecurity, or easy methods to outsource IT departments.

The extra focused your matters are to your viewers, the extra possible they’re to interact together with your content material.

3. Company lead era content material creation

Once you’re creating content material designed for company lead era, your thoughts is on sales and conversions.

Nonetheless, that shouldn’t be the first thrust of your content material. When you create white papers solely to promote your company to leads, you would possibly find yourself dropping them as an alternative of changing them.

No person desires to be offered to—particularly once they’re investing time and power into studying a white paper.

Moreover, white papers are gated content material—they require events to replenish a kind to acquire entry to the paper.

You may’t ask prospects to place in that a lot effort to get a chunk of content material that doesn’t enrich their lives or educate them a few subject.

However you do nonetheless must convert prospects into shoppers. How will you do this?

Your white papers ought to be educational and informative about the subject material, like on this instance about worker engagement.

content creation for your agency lead generation white paper

Supply: Venngage

Do authentic analysis into the subject and embrace information that backs up your assertions.

Share case studies and illustrated use instances out of your company. Not solely do case research make for attention-grabbing content material however in addition they act as testimonials to your work.

The method of attracting prospects ought to be natural—encourage them with well-researched and well-written white papers.

4. Designing white papers for company lead era

Your white paper must be attention-grabbing and fascinating, however it additionally ought to be engaging to prospects.

You might create a Phrase doc, export it as a PDF, and share that together with your viewers. However is that going to get prospects’ consideration like this instance under?

Neon Digital Hiring Strategy White Paper_Venngaeg

Supply: Venngage

It’s doable to design a white paper that’s colourful and detailed with templates and even from scratch.

We define easy methods to design nice white papers to enhance your company lead era efforts.

Be on-trend together with your company lead era white paper design

Your white paper must observe current graphic design trends. That is necessary as a result of, whilst you need to stand out from a crowd, you don’t need to stick out like a sore thumb.

Within the foreseeable future, these are a number of the design tendencies company entrepreneurs want to pay attention to:

  • Muted colours, not daring or neon colours
  • Flat icons and illustrations, versus 3D icons
  • Geometric shapes, as an alternative of the summary, flowing shapes of 2019
  • Basic Serif fonts, that are coming again into vogue

All these design parts will affect the way you create your white paper and the way efficiently they attract potential shoppers.

Use visuals to design engaging lead-generating white papers

Visual communication has turn out to be one of many pillars of content material advertising—which is why visuals should be integrated into your white paper design.

Begin by designing a horny cowl web page to your paper. 

Just like ebook covers, the highest web page of your paper has the facility to attract individuals to learn additional, like on this instance.

using visuals for your agency lead generation white paper

Supply: Venngage

Your cowl web page must also convey what leads will discover inside the pages of the paper—don’t mislead them with visuals which can be engaging however irrelevant.

Although papers are largely text-based, that doesn’t imply that visuals don’t assist have interaction readers additional.

You need to use visuals like icons, illustrations, images, and charts so as to add depth to your white paper. In addition they make the content material extra readable and scannable.

When utilizing images, search for imagery that displays your audience—that may make the white paper really feel extra related to your readers.

Structuring your company lead era white paper

We now have already talked about the significance of getting a canopy web page to your paper. However you additionally want to incorporate an index that outlines the chapters of the paper.

To make the method simpler, at all times embrace web page numbers in your white papers. 

Readers will be capable of return to sections they’re keen on if they’ve an index to consult with, like on this instance.

structuring your agency lead generation white paper

Supply: Venngage

When you may, attempt to embrace quotes from consultants in your subject—it will give your paper extra gravitas. Quotes ought to be highlighted with a much bigger font measurement to range the design.

In the identical vein, embrace tables and textual content bins that focus readers’ consideration on particular information and information.

Spotlight key takeaways within the abstract part of your paper—it’s best to summarize your findings solely after the paper is written.

Add a CTA in your company lead era white papers

What’s the function of your paper? You need your prospects to carry out some motion.

That’s the reason it is advisable embrace a call-to-action in your white paper—in an effort to convert prospects into leads, and ultimately into shoppers.

Listed below are some calls-to-action you may add to your papers:

  • Subscribing to your e-newsletter
  • Attempting out your service
  • Scheduling a name
  • Studying extra about your enterprise

Guarantee your CTA is seen and stands out in your web page—it will encourage results in click on on it and journey additional by your gross sales pipeline. 

Repurpose content material into company lead era white papers

Creating content material for company lead era generally is a robust activity—particularly when it’s important to construct content material from scratch.

However there’s a workaround for company advertising groups—repurposing current content material. As a substitute of making the textual content and visuals for papers, breathe new life into what you have already got.

For instance, your organization weblog could have a number of posts round one subject. These may be collated into chapters for a paper. 

Equally, a webinar can be used to create a white paper, or an extended eBook may be damaged down into a number of white papers.

The probabilities for repurposing content material are limitless—preserve an open thoughts and you may create papers that may generate extra leads. 

5. Company lead era white paper promotion

Congratulations, you’ve created a white paper! Now, what do you do?

Leads aren’t going to seek out your paper on their very own. It’s essential actively promote your content material.

There are quite a few methods to get eyeballs in your paper. Listed below are a number of promotion strategies to observe:

Weblog posts

Create weblog posts round your white paper content material and embrace a call-to-action to obtain the paper, like on this instance.

using blog posts to market your white paper for agency lead generation

Supply: Pardot

Leads usually tend to entry gated content material if it has some context round it.

Electronic mail advertising

Selling your white paper by an electronic mail marketing campaign can increase downloads.

Share previews, statistics, or information from the paper to entice your electronic mail checklist to click on by to your paper’s touchdown web page.

Write a follow-up email to everybody who downloads the paper to proceed a dialog—it will improve conversions. 

Social media advertising (SMM)

Leads use social media to seek out content material and future companions on a regular basis. Sharing white papers in your channels will improve visibility to your content and your brand.

Use social media tools to schedule posts about your white paper at related instances to your viewers.

Web site advertising

You may build a landing page to your paper that features a abstract and key learnings—sufficient info to encourage results in obtain your content material. 

Your web page ought to embrace a simple form that potential shoppers can fill in to entry the paper—don’t ask for an excessive amount of info, or they might be deterred from filling the shape.

Selling your content material is a essential step if you wish to create company lead era methods that convert.

Key takeaways: Prioritize viewers wants to spice up company lead era

Making a white paper is an extended course of however a fruitful one which brings in additional shoppers. To achieve success, it is advisable observe a number of essential steps:

  • Goal your white paper viewers
  • Select matters which can be related to your leads
  • Create content material that may encourage results in accomplice with you
  • Design the white paper to draw leads
  • Promote your content material on a number of platforms

These steps will make it easier to create white papers that may increase your company lead era efforts.

Ronita Mohan is a content material marketer on the on-line infographic and design platform, Venngage.

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Ronita Mohan