Why Make The White Paper Investment?
Because gone are the days of interruption marketing. Today, 80 to 90 percent of B2B buyers want to do their own product research on their own time. An effective white paper helps prospective buyers understand an issue, solve a problem, or make a decision. What a white paper doesn’t do is pitch a sale. It should give the reader something of value, and consist of practical, useful, and educational content.
In the insurance and financial industry, white papers are being read online, downloaded, printed, distributed, circulated and shared through social media. Sales teams are using them out in the field and at industry trade events. Seeing the incredible way white papers get past the gatekeepers, marketers are experiencing firsthand the reduction in outbound marketing costs and an immediate ROI.
Looking at all the ways they can be used, marketers are seeing for themselves the lead generation value of using white papers. Posted online, white papers are an incredible work horse—promoting content about products, services, and generating leads 24/7.
The white paper’s underlying strength rests on this premise: If you give readers something of value, they will give you their loyalty, and ultimately their business.
Now that’s powerful content marketing!