The more informative your advertising, the more persuasive it will be. – David Ogilvy
Placing a free white paper or ebook as a giveaway on your website is one of the best ways to generate leads. These documents are placed behind an email signup form, and are called lead magnets. They can be educational, product-centric, or a mix of both.
They are often promoted by ads, especially retargeting ads to move prospects down the funnel. They can serve to educate your audience on your solution if it’s creating a new space for itself.
To write a white paper or ebook takes industry expertise, and excellent research skills. Typically, though as the head of marketing you’re the best person to write these in-depth content pieces, reality is that you’re too busy managing a range of activities and you don’t have the time. You may not have someone on your team with the expertise to create this long-form content. If that’s you, I can help. I’ve written white papers and ebooks for many tech startups, and have figured out the way to write them so they have maximum impact.