Getting The Most From Your White Paper Marketing

Raintoday Note: The following article is an excerpt from Michael Stelzner's book, Writing White Papers: How To Capture Readers And Keep Them Engaged, which was recently published by WhitePaperSource Publishing. In this excerpt, Michael discusses some of the critical issues surrounding white paper marketing.

Leads Via Website Registration

Posting a white paper on your website and requesting users register to gain access to your paper is one way to collect leads. However, much debate surrounds this strategy. Answering the question, "Should we require prospective clients to register for our white paper?" requires a bit of thought. The short answer is yes. The long answer is maybe.

The real question is, why do you have a white paper in the first place? My guess is to generate interest in your solution or strategy, and ultimately produce a lead. If lead generation is your objective, it is important to take steps that convert interested parties into leads.

People opposed to registration claim it's a barrier to accessing the white paper. However, when done properly, the registration form is a filter that sifts and qualifies leads.

Most white papers are written to generate leads. If you cannot capture a potential lead, you are fully reliant on the strength of the paper to hold its own and get the phone ringing. Capturing leads also helps you determine who is reading your white paper and where they are coming from. When done correctly, people do not mind registering.