One of the core concepts of the Duct Tape Marketing System is that small business owners should create marketing materials that educate. In fact, step 3 of the 7 Steps to Small Business Marketing Success outlines the importance of publishing content that not only educates, but also builds trust.
The Point of View White Paper – a well-developed, core story about your business that’s documented in the form of a white paper or eBook, is the cornerstone of your educational content marketing efforts. This content dives deeply into what makes your firm different, what your secret sauce is, how your company approaches customer service, and why behind what your business.
As you can imagine, most companies put significant time and effort into creating their P.O.V. whitepaper. In order to get the most out of this investment, you will want to look for ways to leverage your whitepaper to help you create additional marketing materials. To help you get started, here are 7 ways to leverage the educational content in your whitepaper:
- Create Videos – use video to communicate the main points of your P.O.V. whitepaper. Most businesses can usually create at least 4 videos from the content of their whitepaper. Upload your videos to YouTube and share them on your social media properties.
- Write Blog Posts – Create one blog post for each video you create. Include a transcript in the body of your post to help with search engine optimization.
- Create Slide Decks – Create a PowerPoint presentation and share it on Slideshare and on your LinkedIn profile.
- Social Media – Use your social media accounts to promote your videos, blog posts, and Slideshare presentation.
- Share with Referral Partners – Share your P.O.V. whitepaper with your strategic referral network. Make sure they know about your videos and your Slideshare presentation as these are easy ways to help them explain how you help your customers.
- Share with Prospects – Incorporate the assets above into your lead nurturing activities (email messages, etc.) – particularly those leads who are in the early stages (Know, Like, and/or Trust) of the Marketing Hourglass.
- Customer Onboarding – Include your P.O.V. whitepaper, or relevant excerpts, in your New Customer Kit to help reinforce your customers purchase decision, set expectations, and get your relationship started off on the right foot.
Use this same approach for all of your major marketing content pieces to get the most out of your content marketing investment.
Bill Brelsford Small Business Marketing Consultant