You’ve spent time, energy, and resources crafting a comprehensive white paper, packed with valuable insights and data. But what happens next?
Too often, white papers sit idle, gathering virtual dust without ever reaching the audience they were intended for. It can be frustrating, especially when you’ve put so much effort into creating something meaningful.
The good news is that there are strategies to ensure your white paper doesn’t just sit there — it becomes a powerful tool for generating interest, sparking conversations, and guiding prospects toward the next step.
Here’s how to maximize the impact of your white paper through a multi-touchpoint marketing strategy.
The Power of Multi-Touchpoint Marketing
Did you know that 47% of buyers need to see content three to five times before they’re ready to continue the conversation? It’s not just about putting your white paper out there once and hoping it sticks.
Your audience needs multiple interactions with your content to build familiarity and trust. You can accomplish this by creating a series of touchpoints that keep your white paper in front of advisors without overwhelming them.
This doesn’t mean simply bombarding your audience with the same white paper over and over again. The trick is to repackage and repurpose your content to create a seamless experience across multiple platforms. This way, you can guide potential advisors along a journey that ultimately leads to engagement and conversion.
Turning Your White Paper into a Multi-Platform Asset
One of the most effective ways to maximize the reach of your white paper is to break it down into digestible, bite-sized pieces of content that can be distributed across different platforms.
These smaller pieces of content can act as breadcrumbs that lead prospects back to the full white paper, giving them the three to five touch points they need to take the next step. Here’s how to do it:
- Email Campaigns: Start by boiling your white paper down into a quick, engaging email. Highlight key takeaways and include a strong call-to-action that links to the full white paper on your website. This gives your audience a reason to click through and continue their engagement.
- Website Integration: Your white paper shouldn’t be hidden on your website. Make sure it’s easy to find, perhaps through a dedicated landing page or as part of your resource library. Consider adding a downloadable version so advisors and investors can revisit it at their convenience. This also allows you to capture their contact information for future follow-up.
- LinkedIn Posts: With LinkedIn being a popular platform for alternative investment professionals, it’s the perfect place to promote your white paper. Turn one white paper into multiple posts that summarize the core insights and link back to the full version on your website. These posts are shareable and can reach a larger audience, making it possible for you to reinforce your message to current leads while reaching new prospects.
Each of these tactics offers a different touchpoint for advisors, helping to move them closer to engaging with your firm. Working together, they create a deeper feeling of connection between your audience and your content.
Partner with Marketing Intent to Amplify Your Content
At Marketing Intent, we specialize in turning content like white papers into effective, sales-driving assets. We understand the unique challenges of marketing alternative investments and have a proven track record of success in helping firms like yours stand out. Our multi-touchpoint marketing strategies ensure that your content reaches your target audience and helps move them closer to a conversation with your sales team.
By partnering with us, you can take the frustration out of marketing and ensure that all your marketing materials get the attention they deserve.
