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MPEG www.Althos.comWhite Paper Marketing © Althos, 2013 page 1
Lawrence HarteWhitepaper Marketing
@imarketingmag
MPEG www.Althos.comWhite Paper Marketing © Althos, 2013 page 2
Media Communication Expert
Lawrence [email protected]/in/LHarte
Media communication expert Lawrence Harte has extensive technology, business, and marketing experience.
Written Thousands of Articles
Created Hundreds of White Papers
Authored over 112 Books
Publisher Internet Marketing Magazine
Many degrees and certificates including an Executive MBA and a BSET.
www.AlthosBooks.com/whpama.html *also on Amazon
268 Page Book
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Technical Marketing Challenges
Traditional Marketing Not Working
Social Media Constant Change
Unqualified Sales Leads
Traditional Marketing = Higher Cost & Lower Quality Sales Leads
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Whitepaper Uses
Lead Generation
Sales Relationship Tool
Education Awareness Credibility
Good Whitepapers + Media Channels = Qualified Sales Leads
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White Paper Marketing Objectives
Whitepapers Can Do More Than Generate Sales Leads
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Typical Metrics
20 to 60 Hours to Write
10 to 20 Pages $2k to $6k Cost 5% to 10%
Download Rate 10 to 20 Leads
per Month
Convert Pay and Pray Advertising to Pay per Sales Lead
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White Paper Marketing
Information Documents
Distribution Points
Reader Information Gathering
Solution Content -> Places Customers Look -> Response Channels
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White Paper Distribution
Self Published White Paper
Directories Email
Broadcasting Authority Sites
- associations- magazines
List Your Whitepapers where QUALIFIED Customers Visit!
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White Paper Response Channels
Registration- Gated Access
Requests for Information
Resource Links
Registration Page, Give Reasons to Contact, Links to More Stuff
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White Paper Development
Campaign Objectives Target Audience Problem Identification Reader Questions Reference Gathering Product Solutions Content Building Response Channel
Insertion Promotional Materials Copywriting
www.QICDocuments.com
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Campaign Objectives
Impressions Interactions Sales Leads Conversions
Objectives: Impressions, Engagement, Registrations, Conversions
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White Paper Content Creation
Title Description Outline
Structure Body Text References Images
Title = Discover, Descriptions = Motivate, Outline = Navigate
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Writing Whitepapers as Tutorials
Titles Important
Points Key
Questions Notes Promotion
Content
Expert Creates Slides, Presents -> Convert Notes to Whitepaper
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White Paper Promotion
Tweets Blog Posts Discussion Groups Article Marketing Email Broadcasts Pay Per Click (PPC)
Banner Ads Direct Mail Videos Tutorials Web Seminars Podcasts
Create and Schedule Content Publishing Over 1-2 Years
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Social Media Conversion
30 to 50 Posts
Post Types- Solutions- Tips- Lists- Navigation
Scheduling
A 10 to 20 Page Whitepaper Converts to 30 to 50 Posts
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White Paper Marketing Metrics
Impressions Social Media
Mentions Downloads Interactions
- Reference Link Clicks
Information Requests
Conversions
Track & Review Impressions, Mentions, Downloads, & Conversions
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White Paper Economics
Revenue Sources- Brand Value- List Value- Web Traffic Value- Direct Sales- Increased Product Usage
Variable Costs- Leads- List Rental- Promotional Costs
Fixed Costs- Development Costs- Hosting- Data Transmission
Revenue Sources and Costs May be Hidden
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Internet TV Revenue Sources
Direct Sales List Value Brand Value Increased
Product Sales and Usage
Estimate List Value, Relationship Value, & Brand Value
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White Paper Development Costs
Research Writing Editing Layout
Approximate Development Cost - $2k to $6k per Whitepaper
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White Paper Promotional Costs
Hosted Download Registration Fees Range from $5 to $35
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White Paper Team
Create Shared Documents for Team Members
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Whitepaper Variants
Increased Reach
Better Targeting- Job Role- Application
Unique Content
Create Variations to Better Target Customers
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White Paper Alert Web Page
Unpublished Document Description
Alert Registration Announcement
Message
4x More People Register for Unavailable Whitepapers
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Whitepaper Marketing To-Do List
Download Worksheet, Create Variants & Alert Pages, Insert Links
