The Checkerboard Design and Marketing Podcast
About This Show
Checkerboard is an award-winning design and marketing agency serving clients for more than 20 years. While we specialize in web design, we have a broad portfolio and experience working with clients of all sizes on a variety of graphic design projects. We create solutions that focus on your goals of driving awareness and sales of your product or service.
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White papers matter
The following is an audio version of the blog post White papers matter.
You’ve got very smart people in your company. They know your product and industry better than anyone! If you could just share some of what’s in their heads with the right prospects, you know sales would increase. That’s why white papers matter. They put high-value content in the right hands, and you capture more quality leads.
Media Relations’ writers can help organize your team’s ideas and get them in writing. Our writers have written for more than 70 different industries. We can write clearly and intelligently about your industry as well.
White papers make ideal gated content
Gated content is anything that requires someone to supply information, such as their name and email address, before they can read, download or interact with it. Gated content is most often created for lead generation. It converts your anonymous web visitors into known contacts.
Our Media-Grade Content® will start conversations
Think of white papers as ice breakers. You’ll get the reader’s contact information and you’ll know what interests them. To get the most from your white paper:
Tackle an issue that is common within your primary target market. Provide must-read information by addressing topics that concern decision makers. Our Media-Grade Content will help ensure that you educate readers and prompt a desire to know more. And what exactly is “Media-Grade Content”? “Media-Grade Content” is your assurance that everything we write is interesting, substantive, worthy of your audience’s time, and relevant to their lives.
Know where your ideal prospects are within the consumer buying process. Do you want to reach people who are just beginning to identify their needs or are you targeting people who are well into evaluating their options? Meet people where they are, and provide factual tipping points in your favor.
Avoid heavily promotional content. Use your white paper to establish your credibility as a trusted industry expert.
A white paper doesn’t have to be long or complicated. It just needs to be informative, well written and persuasive. It needs to clearly communicate your knowledge on a subject of inte