Question

Topic: E-Marketing

Ideas On Marketing A White Paper For Marketers

Posted by Anonymous on 9/9/2010 at 6:36 PM ET 1000 Points
I've just released a white paper WCM, Social Media, Content: 3 Kings for Your Website Success at: https://bit.ly/amxEdn

First off - if you'd like to check it out for the purposes of this question - in the form just write MarketingProfs in the form and I'll make sure we don't qualify you as a lead.

Most of the white papers I market are geared to a tech audience. I've already received very positive feedback on the white paper from a content management vendor, a couple CMS analysts and some online marketers.

I'm looking for ideas including website suggestions for where to market this white paper.

Due to the usefulness of the question I've put it at 1000 points because good info here is really valuable.
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RESPONSES

  • Posted by SteveByrneMarketing on 9/9/2010 at 9:11 PM Accepted
    Hi Kimberly,

    As suggested I entered marketingprofs to view the paper. However, I am still required to provide my phone number. In my experience this can significantly reduce your view rate. And unfortunately I do not provide my phone number for free white papers.

    Steve
  • Posted on 9/10/2010 at 2:12 PM Author
    Steve - thanks for letting me know. That is not how the form is meant to be set up. I'll have it changed asap. In the mean - the field does not validate what's entered so you can put bogus info.
  • Posted by Gary Bloomer on 9/10/2010 at 2:53 PM Accepted
    Dear Kimberly,

    Simplify.

    To give someone something of value (such as your white paper), all you need from anyone that's signing up for your free stuff is their e-mail address.

    All of this first name, last name, telephone number before you download stuff isn't necessary and in the long term, it will actually hinder your list building process.

    And if you're going to use a URL shortening service, take a moment of two to customize the shortened domain name: as your prospective reader, "amxEdn" means nothing to me.

    The "three kings" you mention are all great.

    But might you be missing the vital points of context and quality? And one short paragraph on video isn't enough to do it justice, not in the longer term: as a marketing tool, video is just too important.

    As to where to market it? Facebook. Twitter. YouTube. Digg. Mashable. Social Media Today. Chris Brogan. Wired. Business Insider. Gawker. TechCrunch. EZArticles. Associated Content.

    I hope this helps.

    Gary Bloomer
    The Direct Response Marketing Guy™
    Wilmington, DE, USA


  • Posted by Jay Hamilton-Roth on 9/10/2010 at 5:40 PM Accepted
    (Aside: many of the graphics in the PDF are blurry including the footer on the executive page. Also, the title of the document isn't immediately obvious/useful to your target audience.)

    As for where to market it, I think you first need to determine who's the target audience. Is it the VP marketing at a corporation or the small business owner?

    The success story (for me) described what was done, but not the ROI of the efforts. What worked? What didn't? How does this compare to other (competitor) websites?

    Also, given the amount of buzzwords/acronyms, a glossary would be quite useful for the non-tech-savvy readers.
  • Posted on 9/11/2010 at 5:55 AM Author
    Gary - can you tell me how I can customize the domain in a few minutes. My experience has been that I need to purchase a new domain and have changes made on our server. Is there another way I don't know about?

    Jay - I will check on the images. Good idea about the glossary. This is all good info because a version 2 is already underway. But that said Jay I love to hear more thoughts from you on the title. My strategy was this....first reach the WCM industry - because marketing is becoming more important to WCM - I was already invited on thurs to meet a key exec at a big wcm vendor (crazy) - so its got reach there. But now I need to reach the marketers! Do you have any ideas on keywords marketers would use. The ideal target - managerial marketing role (decision maker/influencer) mid-large company. In all fairness I opened another question so I can award points specifically to focus on the title and keywords. https://www.marketingprofs.com/ea/qst_question.asp?qstID=35044
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