This was discussed in the previous section, but it's worth mentioning again here: another big advantage of Foleon's gating features is that when your existing contacts share your white paper with their contacts, those people will be confronted with a login form that will allow you to capture their info and expand your email list further.
� � Today, the term is most commonly applied to “deep dive” style publications. Attracting visitors to your site and offering them something of value in exchange for their contact information is a proven method for filling the top of your funnel. A good example is the abundant amount of content on employee engagement.
� � ( ��1. Whatever type you produce, the contents of your white paper should serve to showcase your expertise in a given area. Typically, a company will create a landing page that includes a description — and perhaps a preview — of what information readers can expect to find inside. When choosing the right topic, you should consider three important criteria: Naturally, finding a topic that brings points 1 and 2 together is vital. But it's not enough to simply write a post and tweet it into the void. Good designers are always drawing inspiration from other designers. Taking color psychology into account can help you achieve the look and feel you're after. A white paper is an in-depth report or guide about a specific topic and the problems that surround it. For this reason, they are good candidates for promoting thought leadership.
� They’re commonly used for thought leadership and to disseminate important research, relevant to a specific industry. Only, the traffic never comes… Where did you go wrong? One famous example is the Churchill White Paper, commissioned by Winston Churchill in 1922.
This means you can expect a higher level of engagement from this audience than those who come in via other channels. But for boosting sales, building trust, and establishing your brand as a trustworthy source of information, it's important not to neglect your existing contact base. This well-produced special edition produced by BDO and creative agency Scripta does an incredible job of turning a conventionally dull topic into a piece of content that's engaging and comes to life. � Capitalize on their loyalty and engagement by encouraging contacts to share your white paper with their networks and thus multiply your distribution efforts. j
This perception of authority can also serve to boost sales in an organization. It takes trial and error, and you must be a keen observer of trends. � They're fixed-layout documents — they can't adjust or adapt to different screen sizes.