In the previous post in our series on lead generation, we discussed using content syndication to generate more leads for your business and important considerations when using this strategy. In this post we will discuss the two most popular types of online content syndication programs for lead generation: white papers and webinars.
White papers, which are generally 8 to 12 pages long, are marketing communication documents that help to promote your product or service while also offering useful information and valuable resources to help educate your target market. Leads from these programs may be delivered daily or in many cases once a week.
You can either write white papers internally, work with a content network, or hire an internet marketing agency that offers B2B content creation services to do it for you. You can also sponsor existing content that is relevant to your business; however be sure though to check whether you would be an exclusive sponsor or one of many. If you aren’t an exclusive sponsor, you likely won’t have exclusive access to the leads.
Webinars can be a highly effective tool for lead generation. Webinars can be live, on-demand, or both, and are generally 45 minutes long plus about 15 minutes for questions. You can choose to run a shorter webinar than 45 minutes, but it’s not recommended to go beyond the one hour timeframe. Like a white paper lead, the subject matter can be very targeted and you can expect leads to be delivered about once per week, except if live, when you will get the leads more quickly following the completion of the presentation.
If you’re looking for some examples of webinars, you can checkout eBridge’s YouTube channel.
Both white papers and webinars are powerful internet marketing tools to help your business generate leads online.
In the next and final post in this series, we will look at “going it alone” for your lead generation.
Interested in learning more about lead generation alternatives for your business? Contact eBridge today.
Want more information about lead gen? Watch eBridge’s webinar series about lead generation.
Posted November 15, 2012
Categories: eBridge Marketing Solutions' Blog, Advertising and Marketing General, Demand Generation
Tags: B2B Lead Generation, Lead Generation, Lead Generation Series, White Papers