• By decreasing your reliance on transactional campaigns, you’ll find that you’ll be able to extend the life of your existing white papers • Your white paper can be curated and broken into components to serve as the foundation for repurposing content to social networks (Twitter, Facebook, LinkedIn, etc.) and blogs. • You’ll generate more leads per white paper, at less cost per lead Three - Make Them Easy to Share White papers lend themselves well to sharing. According to a 2009 InformationWeek Best Practices Research Series on white papers, 93% of buyers pass along up to 50% of the white papers they read. This social interaction is happening on its own without any kind of facilitation, engagement or, most importantly, tracking by marketers. A social white paper delivery platform will not only allow you to track the sharing of your white paper amongst readers and their colleagues, but also encourage the forwarding of your content to the many social outlets available today. What’s great about this, is leads from sharing sources are probably a higher quality than from an email list since they are a referral leads. This means that someone has recommended your content and gives it the “stamp of approval”. It’s more likely to be read and have more credibility. Four - Allow for optimized search of the content Keywords, dynamic content and inbound links are the top metrics by which search engines determine who you are, what you are about, and ultimately how you are ranked in search results. White papers in PDF’s are practically invisible to search engines. However, you’ll find that if you deliver your white papers surrounded by the dynamic content available via a social delivery platform, it will actually create higher search rankings. The addition of ‘crowd sourced’ dynamic content will generate more keywords—more then you would come up with on your own. A persistent platform allows other industry sites to create inbound links associated with the URL of the platform. By delivering your white papers on a social delivery platform, you set up a virtuous cycle—you make the white paper and its associated dynamic content persistent. This
