Helping prospective customers learn about solutions that fit their needs and ultimately your solution involves a lot of moving pieces.
Targeted social media updates, blog posts, email campaigns and even video marketing efforts all play an important role in building a relationship with a customer.
Today we’d like to talk about another important part of an effective content marketing strategy: white paper lead generation.
White papers fall into the content category of educational resources. They help prospective customers learn more about different products or services that they might consider, and they help frame the purchase decision in your company’s favor.
They also help position your company to guide the conversation and become a trustworthy resource along the buyer’s journey.
That said, some marketers think white papers are a content cure-all, when that’s simply not the case.
Here’s a look at what educational resources do and don’t do when it comes to helping customers along in the buying process.