By Ryan Malone

Content Marketing White Papers eBooks1Content marketing with white papers and eBooks are verified methods of attracting new prospects and customers – and here are the numbers to prove it. When you present compelling information on key subjects that intrigue and inform your audience, they are willing to exchange their email address (and more) for the opportunity to learn further.

Content Marketing Gets Results
“New content will not only keep your existing visitor base coming back, but also bring in new visitors.” -- Google

Content marketing is all about sharing relevant information about your company, products or services that your audience wants to see. According to Content+, “Blogs give websites 434% more indexed pages and 97% more indexed links.” That’s a lot of juice. Do your research, know your customer personas and create blog posts, landing pages, calls to action, and lead nurturing email campaigns that answer questions, solve dilemmas and heal pain points. When you create great content you establish yourself as an authority in your industry - which keeps customers coming back and invites new prospects in.

White Papers Draw Readers

“31% of white paper readers consider the papers they read most often to be invaluable in making a purchase decision,” (techtarget).

A traditionally more scholarly presentation, white papers are created to share information - not unlike a research paper. It is a more formal and technical presentation than an eBook. They are created with fewer graphics and more information for complex products or new concepts. Readers of white papers expect solid research backed by credible sources. Normally 10+ pages in length, a white paper can be created to showcase your company’s new innovations, intellectual and practical knowledge and experience in the market. Normally downloaded and digested over a period of time, a white paper is not always a “quick” lead, but establishes expertise, knowledge and expertise in your market. White papers are more fixed with information sources and are considered less interactive than eBooks.

Companies/Industries that have success with white papers include:

  • Laboratories
  • Quality Control
  • Business Services
  • Computer manufacturers
  • Commercial Real Estate
  • Electronics Firms
  • Government or Non-Profits
  • Health care equipment and devices
    • and much more...
eBooks Offer More

“55% of B2B marketers rate eBooks as the most effective content marketing tactic,” (Content Marketing Institute).

eBooks are usually longer than a blog post, but shorter than a white paper – typically 5-8 pages long. They are more interactive and usually have a graphic intensive layout. eBooks will include links to other information on your site or reference sources and additional reading. Easier to create and publish, eBooks are a fast way to get a polished, professional research study, case study or product profile out to customers and prospects - fast. At a loss for what to write an ebook about? Here are a few suggestions:

  • XX Step Checklist for Racing Stock Cars
  • Learn More About Raising Chickens in the City
  • XX Best Practices for the Scrapbooking Industry
  • XX Common Questions About Selecting a New Awning
  • XX Mistakes to Avoid When Selecting a Landscaper 

Whether you are attracting new prospects and customers with white papers for a more scholarly approach or eBooks for a faster and graphically intense piece, be sure to include regularly published premium content in your marketing plan.

Have you published a white paper or eBook? What were the results?

Ryan Malone

About the author

Ryan Malone is the founder and CEO of SmartBug Media and is a veteran of Deloitte & Touche, Seagate and several venture-backed technology companies. When he's not leading SmartBug and helping clients build high-octane marketing organizations, he's loving his wife and daughters and unsuccessfully learning the guitar. Go Terps! Read more articles by Ryan Malone.