Article | August 13, 2020
In the months since states first declared shelter-in-place orders and economic uncertainty gripped the country, consumers have reprioritized their spend. As they spend more on some categories and less on others, it can be hard for marketers to gauge whether these represent permanent or temporary shifts in behavior. To help answer this, we’ve taken a look at how share of consumer spend has shifted between industries over the past few months. The results are both expected and surprising.
Article | August 13, 2020
Creating a persuasive and impactful whitepaper is a dexterous job. Eminent marketers believe that whitepaper is a powerful medium to enhance brand credibility and recognition by providing holistic and valuable information to its customer or target audience. Moreover, it can easily influence its audience by assisting them in meeting their expectations.
One of the renowned authors and journalists, William Wheeler, said, “Good writing is clear thinking made visible.”
A whitepaper is a detailed guide that consists of value-added information, persuasive approach, statistics, research, infographics, etc. It is a long-form piece of content that educates its readers with its authoritative tone. The whitepaper is highly advantageous in B2B marketing
Let’s take a look at some of the most prominent ways to create informative and augmented whitepaper.
Value of Whitepaper in B2B
Renowned B2B market analysts utilize whitepaper as a lead generation asset. It presents your company as a thought leader and enhances lead generations. There are different types of tools that can help in creating an attractive and magisterial whitepaper.
What Makes a Whitepaper Value-added & Persuasive
Certain practices are essential to creating a whitepaper. You can generate excellent whitepaper by learning these tips. But, first, let’s delve into how to make a result-driven and productive whitepaper.
Research is the initial and utmost important step of creating a whitepaper. Once you choose your topic to write about, you need thorough information about the same. You can find different valuable information from blogs, articles, statistics, etc. It helps in understanding various perspectives, styles, and objectives of the writing. It also diminishes the risk of being ignored.
Choose a Relevant Topic
Choosing a relevant topic is an essential step. It makes your approach easy and productive. First, try to find the relevant topic your target audience will want to read. You should have a clear picture of what appeals to them and can enhance their engagement.
People have an inclination towards statistics once it comes to creating a whitepaper. Statistics have the power to influence, and convince them to know more about your brand and buy your products. Marketers use appropriate statistics as social proof. It increases the credibility of the whitepaper.
According to the Content Marketing Institute report, approximately 92% of content marketers consider content as a business asset. The audience expects top-notch quality, engaging and relevant content. You can enhance the quality of the content by using subtle and jargon-free language, mentioning statistics with sources, keeping an eye on punctuation, and presenting useful information.
Infographics are visual. Your target audience can easily understand it. It takes less time to consume. Marketers use it to generate more leads and enhance traffic. With the help of infographics, you can grab your audience’s attention as it provides valuable information faster than other formats of content. It helps in search marketing results and makes your content go viral.
Alluring designs in terms of headings, subheadings, quotes, infographics, templates, etc., compel the reader to read your whitepaper and know more about your brand. Minimalistic designs enhance your presentation of whitepaper and make it incredible. Make sure that the text is readable. Magnificient designs play a crucial role in making whitepaper. It boosts brand recognition.
Editing, Editing, and Editing
After taking all the necessary steps for creating a whitepaper, you need to re-read it. It is said that editing eliminates all the extra content from your whitepaper. If you read it repeatedly, you can give systematic and proper flow to your whitepaper. With the help of editing, you can rectify your punctuation, grammar, sentence structure, word order mistakes.
Evaluate Your Performance
Once you are done with your whitepaper, the essential task is to evaluate your performance. Try to gather all the reviews, comments, and queries to understand where you are lacking and improve it accordingly. Then, you can share those whitepapers with industry experts and take their views.
Experts, market analysts, and prominent businesses take advantage of whitepapers. A whitepaper is considered one of the most valuable, informative, and prolific ways of marketing. It can attract the audience and enhance their engagement by providing them information. It also generates more leads and makes you stand out from other competitors.
To create such augmented, productive, and exceptional whitepaper, follow the above tips. These tips will help in generating alluring whitepaper and reaching innumerable business outcomes.
Frequently Asked Questions
What makes a whitepaper unique?
Minimalistic designs, relevant information, jargon-free content, statistics, informative and narrative writing make a whitepaper unique and establish hit as a thought leader.
What should be taken care of while creating a whitepaper?
The essential factor is maintaining quality, keeping a systematic approach, avoiding grammatical mistakes, using statistics with sources, and keeping relevant information that appeals to your audience.
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Article | August 13, 2020
When we talk about influencer marketing, what platforms come to your mind? Instagram, Facebook, YouTube, maybe LinkedIn or even Twitter. Did you even think of Spotify? No, right? Well, you should. Brands and consumers are flocking to Spotify and influencers should follow suit. As a smart marketer, you need to take a deeper look at Spotify’s user composition to understand if your target market overlaps with the user base of Spotify. Only then, it makes sense to jump onto the Spotify marketing bandwagon.
Article | August 13, 2020
In advance of the already highly controversial interview between Oprah Winfrey, Meghan Markle and Prince Harry, the Duke of Sussex surprised us all with an interview on The Late Late Show with James Corden just over a week ago now.
In his first interview since stepping back from his duties within the Royal Family, the Prince took part in a seemingly relaxed, natural, and spontaneous interview with TV host and friend, James Corden.
And whilst it appeared to be off-the-cuff and completely un-staged, it would have in fact, been quite the opposite.
This interview highlighted the true power of sensationalism within communications, provoking public interest, telling Harry’s side of the story, and defining his position as a brand.
Matthew Hayes, Managing Director of Midlands-based brand agency Champions (UK) plc, explains why he thinks the interview proves that Harry, the Duke of Sussex understands his brand power, allowing him to reposition himself within the industry.
“The interview was completely unexpected and caught everybody off guard. We were all so eagerly anticipating his and Meghan’s upcoming interview with Oprah that we hadn’t even considered he would perhaps look at other options,” he said.
The Late Late Show almost goes against his previous branding as a member of the Royal Family.
Matthew said, “It was great to see Harry doing Harry.
“Throughout the entire interview, Harry displayed his true personality and owned it. And in terms of branding and positioning, he knocked it out of the park.
“I believe that Harry achieved what he had set out to do, which was to change the narrative by telling his side of the story and ultimately change the public’s opinion of him.”
And in doing so, the interview amassed more than 15 million views on YouTube in under a week, proving that anticipation doesn’t always equate to more impact.
More than just a Prince
Providing a glimpse into family Zoom calls with his grandparents, Harry used this interview as a way to demonstrate he is more than just a Prince, but a father, husband, son, and grandson, too.
"Harry managed to find his own brand identity whilst remaining all of those things, as well as continuing to work in public service. He owned and delivered it in a way that I can only describe as genius.”
By changing the narrative and telling his story, Harry proved that he is much more than everybody has perceived him as.
The Duke of Sussex isn’t the only person within this industry to change and reposition his brand.
Snoop Dogg is renowned for having more than one persona and this has become a part of his brand identity. From gangster to rapper, actor and more recently, the star of Just Eat’s latest marketing campaign, Snoop is recognised for exactly that – proving the power of branding.
Clever and controversial marketing
After watching the Prince’s interview with James Corden ahead of his sit-down chat with Oprah Winfrey, many of us have been left wondering which really came first – or was this a part of the plan all along?
Matthew explains why he thinks it was a clever marketing ploy:
“I believe that this interview came first as a deliberate way for Harry to define his brand and lay down the law prior to appearing on Oprah.
“Many of us, myself included, assumed that Oprah would be his first (and possibly last) exclusive interview, but what this has done is create a buzz and even more anticipation ahead of its airing.
“Before watching Harry with James, I may not have even considered sitting down to watch his appearance on Oprah, and I expect this to be the case for many others, too.”
It was recently announced that ITV have bought the rights to Harry and Meghan’s interview with Oprah for £1M, with it set to air at 9pm on March 8.
While some may call this controversial, and it may be, Matthew believes it to be clever and tactful marketing.
He said, “Harry’s appearance on The Late Late Show will no doubt boost viewing figures for his interview with Oprah, making it somewhat of a teaser.
“Mystery and anticipation are remarkable ways to tell a story, which is exactly what both Harry and Meghan have done here.”
Digital storytelling expert and founder of Play Human, Matthew Scott also explains the benefits of controversial marketing and why it is so impactful.
He explains, “Simply, controversy appeals to consumers and it grabs their attention. But more importantly, it raises a point and sparks debate, which is key when it comes to storytelling, particularly within branding.
“Telling a story with an edge of controversy or challenge is a good thing and is what leads to change.”
The future of sensationalism
Matthew Hayes predicts that following this seemingly controversial yet clever act of sensationalism and storytelling, many brands will begin to follow suit.
“Already, Prince Harry has gained such tremendous traction from one short interview, so just imagine the publicity after Monday evenings show.
“Brands will see the benefits of working in this manner, albeit slightly controversially, but that it really does work and will garner seriously impressive results.
“I am one of those people who perhaps frowned upon Harry’s decision to officially leave the Royal Family.
However, after watching his interview with James Corden, my perception of the whole matter has completely changed, which I guess was the aim of the game, right? Well, it worked – for me, anyway.”