The majority of inbound marketing players know how white paper can help them lure their potential audience to give up their names and email address. As the white paper provides relevant information and solutions for the audience, it is a given if white paper has the ability to eventually generate leads. However, white paper has two sides that either can benefit the marketers or drag them down. So what are the pros and cons of white paper in the digital marketing scene? Take a look at the information below to find out more about this matter!
The Pros of White Paper
White paper brings a number of benefits to your business. Some of them are:
Build Your Mailing List; If you use white paper as a content giveaway, it will be effective to expand your mailing list. Through the giveaway, you can convince your audience to subscribe to your list by giving them relevant information. When your white paper contains fact-based, detailed information, it will attract decision makers as well.
Set You Apart: White paper can be used to set you apart from your competitions. You should consider using a multiple-page report which is something that will be more appreciated by your audience. Granted, there are some of your competitors out there who will not bother to do such thing.
Connect to Your Audience: One of your goals to create content is to cater to your audience needs. When your audience sees the importance of your content, they can relate to your business and that is a great inbound marketing strategy to reach out to your audience. You can achieve this goal through white paper which is filled with in-depth and meaningful information.
Recyclable: There are many ways to repurpose white paper. You can make infographics, blog posts, video content, etc. Those types of content will eventually drive more traffic and you do not even start everything from the scratch!
The Cons of White Paper
While you see some benefits of white paper above, you cannot turn a blind eye to the possible drag that it will bring to your business, such as:
Needs a Lot of Care: Once you published a white paper, does not mean your job is done. You need to ensure that you have shared the content to different channels in order to drive traffic to your landing page. If you are only sharing it once, do not expect any return on investment.
It can be Boring: In some cases, people will perceive a white paper as something boring and dry. Why? The mere fact that it contains statistics, data, and research is enough to consider the white paper as a boring content despite all that useful information.
Consider The Audience’s Language: You should be careful with your language selection because it relates to your audience. Therefore, before you create a white paper, you need to take a lot of time to research on your audience’s language among any other thing.
As one type of content, a white paper is considered as resourceful information where the audience can get the insight into certain matter of interest. However, it can be a hindrance too since it requires a lot of care and research. Despite all that, you cannot deny the fact how useful it is to your inbound marketing tactics in order to generate leads and gain greater ROI. Get more insight to use white paper to your overall content marketing strategy and boost conversion rates through our free white paper about Boost Your Conversion Rates Through Content Marketing Strategy with These 5 Steps. Download it now!