To generate leads, you give the value-loaded white paper to anonymous prospects (e.g., website visitors) in exchange for their information. They get valuable, actionable information that makes their life better and implicitly positions you as the salve for their pain. For you, those anonymous prospects are now leads in your sales pipeline.
To convert leads into customers, make white papers an integral part of your lead nurturing program. Leverage what you’ve learned from prospects’ prior engagements with your content to deliver to them increasingly relevant, increasingly valuable content.
Why Castelazo Content
Of all the types of written content that you might leverage, white papers are the most complex. They’re the most in-depth. And readers expect them to provide the most value. But white papers must balance offering valuable, actionable insight to the reader and “selling” you. If it doesn’t offer valuable, actionable insight, or if it oversells you, it won’t attract readers. But if it doesn’t “sell” you implicitly, it’s not worth your effort. Achieving that balance is something we’re uniquely good at.