01 Jan Should I Have White Papers & E-books Available on My Website?
We love white papers and e-books for a number of reasons.
White papers and e-books help to position the writer/creator as an expert. One of the goals of your marketing efforts should be to position yourself or your company as an expert that people trust. Offering information that educates people about a topic sets you apart and guides people to want to know more about what you offer.
White papers and e-books persuade without coming across as “sales pitchy.” These days, the public is very wary of feeling like they are being sold. They will run the other way if they sense it. Informing by sharing your expertise can guide the sales process by genuinely offering help.
White papers and e-books guide your marketing efforts. Let’s say you offer 5 e-books on different topics, but only 2 of them are frequently downloaded. That is valuable information to direct your pay-per-click, blogs, social media and even presentations. It is also a good place to start for ideas for your next e-book. Take one of those ideas and splinter it into a new e-book.
The best way to get started writing an e-book is to think of a problem that your clients frequently have. Then offer a solution. This does not need to be a 500-page novel. Ideally your e-book is 40 – 50 pages and has quality images as well. Next, the key is to market the e-book or white paper. That is a blog for a different day.
Both white papers and e-books are excellent tools and we recommend that almost every type of business have as many as possible. A client of ours, Green Room, uses comedy to help businesses grow. One way they do that is by helping a company reach their audience through humor. We wrote a white paper for them that, based on research, proves humor can improve a firm’s bottom line.
CLICK HERE to read the white paper “Comedy Creates Cash Flow.”
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