{"id":142198,"date":"2020-10-13T13:33:46","date_gmt":"2020-10-13T13:33:46","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=142198"},"modified":"2020-10-14T07:43:06","modified_gmt":"2020-10-14T07:43:06","slug":"agency-lead-generation-how-to-create-white-papers-that-convert","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/10\/13\/agency-lead-generation-how-to-create-white-papers-that-convert\/","title":{"rendered":"Agency lead generation: How to create white papers that convert"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>Agency lead generation strategies are top of mind right now and attracting more leads regularly has become a challenge with more and more content being available online now.<\/li>\n<li style=\"font-weight: 400;\">You can boost lead generation using content that adds value to your prospects\u2014content such as white papers.<\/li>\n<li>Venngage&#8217;s Content Marketer, Ronita Mohan shares a five-step guide to design white papers that will generate leads for your agency.<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">Agency lead generation strategies are top of mind right now. <\/span><span style=\"font-weight: 400;\">Attracting more leads regularly has become a challenge\u2014the world is more online, but that also means that there is more content available.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rising above the noise to draw in the right leads can seem like an impossible task. But we\u2019re here to tell you that it isn\u2019t.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can boost lead generation using content that adds value to your prospects\u2014content such as white papers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While designing white papers from scratch can be tricky, there are online resources to create attractive <\/span><strong><a href=\"https:\/\/venngage.com\/features\/white-paper-design\">white paper designs<\/a><\/strong><span style=\"font-weight: 400;\"> that boost brand awareness and increase conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how do you create white papers that convert? We share a five-step guide to design papers that will generate leads for your agency.<\/span><\/p>\n<h2>1. Target agency lead generation audiences<\/h2>\n<p><span style=\"font-weight: 400;\">Before you design a white paper, you need to define the audiences who will read it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While your agency may have a diverse set of clients, when you\u2019re trying to generate leads, you need to narrow down your focus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You don\u2019t want to create content that aims to please everyone\u2014the chances are, you will end up attracting no one.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Generic content is easier to create\u2014there\u2019s a proliferation of it online. But you want your content to stand out in the crowd. That is how prospective clients will notice your agency.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, you should study your <\/span><a href=\"https:\/\/www.bigcommerce.com\/blog\/target-market-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">market segments<\/span><\/a><span style=\"font-weight: 400;\"> and answer these questions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What pain points do your clients have?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How can your agency resolve those issues?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Is your current market large enough for your service?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Are there market gaps that you should explore?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What kind of content has already been successful?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Following this process will help you understand your audience\u2019s needs better. This will make it easier to choose topics and designs for your white paper and boost conversions.<\/span><\/p>\n<h2>2. Define topics for agency lead generation white papers<\/h2>\n<p><span style=\"font-weight: 400;\">Now that you\u2019ve defined your audience\u2014and you know your goal is agency lead generation\u2014you need to pick a topic that is suitable for your prospects.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, your aim with your content is to provide solutions to your clients\u2019 pain points\u2014that should be the driving factor behind creating any kind of content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a few ways to find topics of interest for your prospects.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One method is to <\/span><a href=\"https:\/\/www.typeform.com\/surveys\/question-types\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">send survey questions<\/span><\/a><span style=\"font-weight: 400;\"> to your existing clients asking them what kind of content they would like to see from you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also look at content that has already done well on social media, past white papers, and blog posts. This will help you decide which topics attract the most views.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider searching online for keywords related to your clients. Google\u2019s <\/span><a href=\"https:\/\/loganix.com\/long-tail-keywords\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">longtail keyword suggestions<\/span><\/a><span style=\"font-weight: 400;\"> are a great place to find new content ideas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, SERP results give you an idea of what content is being searched for and why.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is best to get granular with your white paper topics. Instead of creating a paper on the wider topic of brand awareness, the below example focuses on brand positioning.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-142203\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/defining-topics-for-your-agency-lead-generation-white-paper-1024x639.png\" alt=\"defining topics for your agency lead generation white paper\" width=\"640\" height=\"399\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/defining-topics-for-your-agency-lead-generation-white-paper-1024x639.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/defining-topics-for-your-agency-lead-generation-white-paper-300x187.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/defining-topics-for-your-agency-lead-generation-white-paper-768x480.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/defining-topics-for-your-agency-lead-generation-white-paper-1536x959.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/defining-topics-for-your-agency-lead-generation-white-paper.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/span><em><span style=\"font-weight: 400;\">Source: Venngage<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re writing about email marketing\u2014which is a broad topic\u2014consider focusing on something narrower.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Write about incorporating <\/span><a href=\"https:\/\/www.jeffbullas.com\/user-generated-content-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">user-generated content in emails<\/span><\/a><span style=\"font-weight: 400;\">, or how email marketing can be used to improve hiring rates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also focus on specific aspects of your industry, such as the impact of phishing scams on company cybersecurity, or how to outsource IT departments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The more targeted your topics are for your audience, the more likely they are to engage with your content.<\/span><\/p>\n<h2>3. Agency lead generation content creation<\/h2>\n<p><span style=\"font-weight: 400;\">When you\u2019re creating content designed for agency lead generation, your mind is on <\/span><a href=\"https:\/\/vyper.ai\/blog\/qa-session-landing-page-optimization-with-suneet-from-crazyegg\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">sales and conversions<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, that shouldn\u2019t be the primary thrust of your content. If you create white papers solely to sell your agency to leads, you might end up losing them instead of converting them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nobody wants to be sold to\u2014especially when they\u2019re investing time and energy into reading a white paper.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, white papers are gated content\u2014they require interested parties to fill up a form to obtain access to the paper.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can\u2019t ask prospects to put in that much effort to get a piece of content that doesn\u2019t enrich their lives or educate them about a topic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But you do still need to convert prospects into clients. How can you do that?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your white papers should be <\/span><a href=\"https:\/\/shanebarker.com\/blog\/how-to-write-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">educational and informative<\/span><\/a><span style=\"font-weight: 400;\"> about the subject matter, like in this example about employee engagement.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-142204\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/content-creation-for-your-agency-lead-generation-white-paper-391x1024.png\" alt=\"content creation for your agency lead generation white paper\" width=\"391\" height=\"1024\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/content-creation-for-your-agency-lead-generation-white-paper-391x1024.png 391w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/content-creation-for-your-agency-lead-generation-white-paper-115x300.png 115w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/content-creation-for-your-agency-lead-generation-white-paper-587x1536.png 587w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/content-creation-for-your-agency-lead-generation-white-paper.png 278w\" sizes=\"auto, (max-width: 391px) 100vw, 391px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: Venngage<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Do original research into the topic and include data that backs up your assertions.<\/span><\/p>\n<p><a href=\"http:\/\/blog.thecrowdfundingformula.com\/indiegogocampaign\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Share case studies<\/span><\/a><span style=\"font-weight: 400;\"> and illustrated use cases from your agency. Not only do case studies make for interesting content but they also act as testimonials for your work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The process of attracting prospects should be organic\u2014encourage them with well-researched and well-written white papers.<\/span><\/p>\n<h2>4. Designing white papers for agency lead generation<\/h2>\n<p><span style=\"font-weight: 400;\">Your white paper needs to be interesting and engaging, but it also should be attractive to prospects.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You could create a Word document, export it as a PDF, and share that with your audience. But is that going to get prospects\u2019 attention like this example below?<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-142199\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/Neon-Digital-Hiring-Strategy-White-Paper_Venngaeg-624x1024.png\" alt=\"Neon Digital Hiring Strategy White Paper_Venngaeg\" width=\"624\" height=\"1024\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/Neon-Digital-Hiring-Strategy-White-Paper_Venngaeg-624x1024.png 624w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/Neon-Digital-Hiring-Strategy-White-Paper_Venngaeg-183x300.png 183w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/Neon-Digital-Hiring-Strategy-White-Paper_Venngaeg-768x1260.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/Neon-Digital-Hiring-Strategy-White-Paper_Venngaeg-936x1536.png 936w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/Neon-Digital-Hiring-Strategy-White-Paper_Venngaeg.png 960w\" sizes=\"auto, (max-width: 624px) 100vw, 624px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: Venngage<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">It is possible to design a white paper that is colorful and detailed with templates and even from scratch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We outline how to design great white papers to improve your agency lead generation efforts.<\/span><\/p>\n<h3>Be on-trend with your agency lead generation white paper design<\/h3>\n<p><span style=\"font-weight: 400;\">Your white paper needs to follow present <\/span><a href=\"https:\/\/venngage.com\/blog\/graphic-design-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">graphic design trends<\/span><\/a><span style=\"font-weight: 400;\">. This is important because, while you want to stand out from a crowd, you don\u2019t want to stick out like a sore thumb.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the foreseeable future, these are some of the design trends agency marketers need to be aware of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Muted colors, not bold or neon colors<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Flat icons and illustrations, as opposed to 3D icons<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Geometric shapes, instead of the abstract, flowing shapes of 2019<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Classic Serif fonts, which are coming back into fashion<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">All these design elements will influence how you create your white paper and how successfully they draw in prospective clients.<\/span><\/p>\n<h3>Use visuals to design attractive lead-generating white papers<\/h3>\n<p><a href=\"https:\/\/venngage.com\/blog\/visual-communication\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Visual communication<\/span><\/a><span style=\"font-weight: 400;\"> has become one of the pillars of content marketing\u2014which is why visuals need to be incorporated into your white paper design.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start by designing an attractive cover page for your paper.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similar to book covers, the top page of your paper has the power to draw people to read further, like in this example.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-142202\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/using-visuals-for-your-agency-lead-generation-white-paper.jpg\" alt=\"using visuals for your agency lead generation white paper\" width=\"396\" height=\"512\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/using-visuals-for-your-agency-lead-generation-white-paper.jpg 396w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/using-visuals-for-your-agency-lead-generation-white-paper-232x300.jpg 232w\" sizes=\"auto, (max-width: 396px) 100vw, 396px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: Venngage<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Your cover page should also convey what leads will find within the pages of the paper\u2014don\u2019t mislead them with visuals that are attractive but irrelevant.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Though papers are largely text-based, that doesn\u2019t mean that visuals don\u2019t help engage readers further.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use visuals like icons, illustrations, photos, and charts to add depth to your white paper. They also make the content more readable and scannable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When using photos, look for imagery that reflects your target audience\u2014that will make the white paper feel more relevant to your readers.<\/span><\/p>\n<h3>Structuring your agency lead generation white paper<\/h3>\n<p><span style=\"font-weight: 400;\">We have already mentioned the importance of having a cover page for your paper. But you also need to include an index that outlines the chapters of the paper.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To make the process easier, always include page numbers in your white papers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Readers will be able to return to sections they are interested in if they have an index to refer to, like in this example.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-142200\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/structuring-your-agency-lead-generation-white-paper.jpg\" alt=\"structuring your agency lead generation white paper\" width=\"398\" height=\"512\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/structuring-your-agency-lead-generation-white-paper.jpg 398w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/structuring-your-agency-lead-generation-white-paper-233x300.jpg 233w\" sizes=\"auto, (max-width: 398px) 100vw, 398px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: Venngage<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">When you can, try to include quotes from experts in your field\u2014this will give your paper more gravitas. Quotes should be highlighted with a bigger font size to vary the design.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the same vein, include tables and text boxes that focus readers\u2019 attention on specific facts and data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Highlight key takeaways in the summary section of your paper\u2014it is best to summarize your findings only after the paper is written.<\/span><\/p>\n<h3>Add a CTA in your agency lead generation white papers<\/h3>\n<p><span style=\"font-weight: 400;\">What is the purpose of your paper? You want your prospects to perform some action.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is why you need to include a call-to-action in your white paper\u2014so that you can convert prospects into leads, and eventually into clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some calls-to-action you can add to your papers:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Subscribing to your newsletter<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Trying out your service<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Scheduling a call<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learning more about your business<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ensure your CTA is visible and stands out on your page\u2014this will encourage leads to click on it and travel further through your sales pipeline.\u00a0<\/span><\/p>\n<h3>Repurpose content into agency lead generation white papers<\/h3>\n<p><span style=\"font-weight: 400;\">Creating content for agency lead generation can be a tough task\u2014especially when you have to build content from scratch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there is a workaround for agency marketing teams\u2014repurposing existing content. Instead of creating the text and visuals for papers, breathe new life into what you already have.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, your company blog may have multiple posts around one topic. These can be collated into chapters for a paper.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, <\/span><a href=\"http:\/\/kamayobloggers.com\/best-webinar-software\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">a webinar can be used<\/span><\/a><span style=\"font-weight: 400;\"> to create a white paper, or a long eBook can be broken down into several white papers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The possibilities for repurposing content are endless\u2014keep an open mind and you can create papers that will generate more leads.\u00a0<\/span><\/p>\n<h2>5. Agency lead generation white paper promotion<\/h2>\n<p><span style=\"font-weight: 400;\">Congratulations, you\u2019ve created a white paper! Now, what do you do?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Leads aren\u2019t going to find your paper on their own. You need to actively promote your content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are numerous ways to get eyeballs on your paper. Here are a few promotion methods to follow:<\/span><\/p>\n<h3>Blog posts<\/h3>\n<p><span style=\"font-weight: 400;\">Create blog posts around your white paper content and include a call-to-action to download the paper, like in this example.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-142201\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/using-blog-posts-to-market-your-agency-lead-generation-white-paper-1024x304.png\" alt=\"using blog posts to market your white paper for agency lead generation \" width=\"640\" height=\"190\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/using-blog-posts-to-market-your-agency-lead-generation-white-paper-1024x304.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/using-blog-posts-to-market-your-agency-lead-generation-white-paper-300x89.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/using-blog-posts-to-market-your-agency-lead-generation-white-paper-768x228.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/using-blog-posts-to-market-your-agency-lead-generation-white-paper.png 1271w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><em>Source:<\/em> <a href=\"https:\/\/www.pardot.com\/blog\/marketing-automation-crm-dynamic-duo-white-paper\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"><em>Pardot<\/em><\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Leads are more likely to access gated content if it has some context around it.<\/span><\/p>\n<h3>Email marketing<\/h3>\n<p><span style=\"font-weight: 400;\">Promoting your white paper through an email campaign can boost downloads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Share previews, statistics, or facts from the paper to entice your email list to click through to your paper\u2019s landing page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Write a <\/span><a href=\"https:\/\/respona.com\/blog\/follow-up-email\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">follow-up email<\/span><\/a><span style=\"font-weight: 400;\"> to everyone who downloads the paper to continue a conversation\u2014this will increase conversions.\u00a0<\/span><\/p>\n<h3>Social media marketing (SMM)<\/h3>\n<p><span style=\"font-weight: 400;\">Leads use social media to find content and future partners all the time. Sharing white papers on your channels will increase visibility for your <a href=\"https:\/\/searchenginewatch.com\/2020\/07\/01\/how-to-build-your-brand-authority-through-content-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">content and your brand<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use <\/span><a href=\"https:\/\/www.socialpilot.co\/social-media-scheduling-tools\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">social media tools<\/span><\/a><span style=\"font-weight: 400;\"> to schedule posts about your white paper at relevant times to your audience.<\/span><\/p>\n<h3>Website marketing<\/h3>\n<p><span style=\"font-weight: 400;\">You can <\/span><a href=\"https:\/\/moosend.com\/blog\/landing-page-builder\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">build a landing page<\/span><\/a><span style=\"font-weight: 400;\"> for your paper that includes a summary and key learnings\u2014enough information to encourage leads to download your content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your page should include a <\/span><a href=\"https:\/\/www.hubspot.com\/products\/marketing\/forms\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">simple form<\/span><\/a><span style=\"font-weight: 400;\"> that prospective clients can fill in to access the paper\u2014don\u2019t ask for too much information, or they may be deterred from filling the form.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Promoting your content is a necessary step if you want to create agency lead generation strategies that convert.<\/span><\/p>\n<h2>Key takeaways: Prioritize audience needs to boost agency lead generation<\/h2>\n<p><span style=\"font-weight: 400;\">Creating a white paper is a long process but a fruitful one that brings in more clients. To be successful, you need to follow a few crucial steps:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Target your white paper audience<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Choose topics that are relevant to your leads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Create content that will encourage leads to partner with you<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Design the white paper to attract leads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Promote your content on multiple platforms<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These steps will help you create white papers that will boost your agency lead generation efforts.<\/span><\/p>\n<p><em><a href=\"https:\/\/searchenginewatch.com\/author\/ronitamohan\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ronita Mohan<\/a> is a content marketer at the\u00a0online infographic and design platform,\u00a0Venngage.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you create white papers that actually convert? We share a five-step guide to design papers that will generate leads for your agency.<\/p>\n","protected":false},"author":1092,"featured_media":142206,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,27893,27694],"tags":[75,27920,23962,118,53,354,369,1407,505,102,27718,27965,10523],"content_type":[],"class_list":["post-142198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-digital-marketing","category-roi-marketing","tag-content-2","tag-content-conversion","tag-content-design","tag-content-marketing","tag-digital-marketing","tag-email-marketing","tag-evergreen-content","tag-how-to-guide","tag-lead-generation","tag-roi","tag-roi-marketing","tag-white-paper-guide","tag-white-papers"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/10\/Agency-lead-generation-How-to-create-white-papers-that-convert.png","category":"Content","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142198","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=142198"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142198\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/142206"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=142198"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=142198"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=142198"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=142198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}