Marketing today is trading its traditional roots for an advancement in tech savvy tools. Marketers not only have to be wordsmiths, but also search engine crusaders. We’ve all heard “content is king”. This is the case for 73% of B2B businesses that have a marketer who oversees content marketing strategy. White papers are playing a critical role. 59% of B2B marketers actually credit white papers as an effective content marketing strategy. At S.O CREATIVE a substantial percentage of our clients’ leads come from the white papers published on different trade publication websites. As marketing shifts closer to technology, so will white papers.
While marketers can only speculate and analyze the current and past trends of B2B marketing strategies and the advancements surrounding them, we can also ask “how can we make white papers more enticing & interactive?”
Interactive Visuals in White Paper Formats
Graphics Interchange Format (GIFs) and videos have taken over online advertisement by storm with pre-roll advertisement videos appearing before almost every video online. Aberdeen reported that 95% of marketers are currently using video in their content marketing mix now and has led to an average of 4.8% website conversation rate. That rate is approximately double to what marketers see in their website conversion rates. Not to mention the recent online trend of 3-6 second GIFs. It will only be a matter of time before these trends dominate in white papers. Infographic images will also play a role in future white paper formats. As infographics gain popularity, the density of words in white papers will decrease. These new graphic strategies will allow viewers to interact with a variety of graphs, charts and diagrams to break down complex data.
With future white paper downloads, audiences will have the choice between an audio or visual file. Convenience is key.
Interactive Hyperlinks for Online Marketing
More clickable links will populate white papers within the text, allowing users to preview more helpful information about the author, company, license technology or concept. With the current fascination of obtaining information quickly and accurately, this new feature will undoubtingly be the most popular. White papers will also develop a system, similar to hashtags that will appear in other related white papers of the same category or company with the same keywords.
These links and keywords will provide unique search engine optimization (SEO) techniques to extend the reach of the authors, publishers and companies.
Socially Interactive Web Objects in White Papers
White papers in the future will be more social. Readers will be able to answer polls, surveys, short questions and even chat with the authors themselves. Also, as readers become savvier on social media, so will the white papers. Social media will become integrated into white papers allowing readers to share what they’ve read or share interesting statistics on a certain topic onto their social media network.
Social Media is currently making it easier for businesses to reach a broader audience through their white papers. Twitter presently has an advertising product that allows businesses to enhance their promoted tweets with rich media, called Twitter Cards. One key feature includes generating qualified leads by targeting users and displaying a card on their timeline with a call-to-action button that will obtain the user’s name and e-mail address once activated.
As marketing becomes more technology savvy and interactive, so should your content marketing strategy. At S.O CREATIVE we have the ideas that drive business! Check out our award-winning case studies on our B2B clients here and contact us today for all your B2B marketing solutions. You can reach us at: Inquiry@SoCreatives.com. Also, follow, like and subscribe to our social networks.