To gate? Or not to gate? That is the question…
Should we force the audience to provide their personal data in exchange for our valuable content so that we can follow up? Or should we give it freely and wait for the reader to contact us if the need arises?
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True story…
I never enjoyed English at school. In fact, it was one of my least favourite subjects – right behind geography (which I was advised not to continue at GCSE-level) and history (which baffled me with its left wing / right wing, remember 101 different political leaders and their hugely complex manifestos).
And it didn’t help that my teacher was less than encouraging.
Sure, she adored my best friend, who was that annoyingly gifted child who ‘got’ everything and never had to try in order to achieve straight A* grades. But me – a straight B student, who literally put blood, sweat and tears into every single assignment and examination – she just wasn’t bothered.
And the nail in the coffin…
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A white paper is a technical document, rather than a promotional one, so it should help to educate your audience on a specific issue and present recommendations for helping them to address that issue.
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Thought leadership content is great for sharing your skills, knowledge and experience with your niche. And this longer-form copy, such as white papers, guides and reports, is highly valued by senior decision makers.
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Arguably, every piece of content you create should involve some form of thought leadership – otherwise what’s the point? You’re simply regurgitating someone else’s work.
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Your sales strategy will comprise 2 things:
Thought leadership content falls into the latter category because it should form part of a broader campaign that builds momentum around a particular topic/trend/idea/product/service.
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Nearly half (46%) of business owners have invested in publishing books or thought leadership content. That’s because it’s great for building a strong brand since it demonstrates that you have something of value to share with your audience, whether exploring new ideas/trends, sharing best practice or attempting to challenge the status quo with new thinking.
Thought leadership helps you to communicate more clearly, challenges the way your customers think, and uses research, data and industry insights to back up your position and enforce your credibility.
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Yes! I have a lot of experience of writing white papers!!
Arguably, in the IT and tech world, white papers are the most important assets you can create, effective at positioning you as a thought leader because they detail elements of your skills, knowledge and experience…
And they’re great for lead generation.
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Thought leadership. A bit of a marketing buzz word, because who doesn’t want to be seen as a thought leader? I can’t imagine you sit in your board meetings saying:
“Oh yes, the best way to achieve 3x coverage for our pipeline is being a sheep and following what our competition is doing.”
Or maybe you do? In which case that’s going to cause you much bigger problems.
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Approaching your LinkedIn network with a sales mindset is a dangerous thing. Yes, we’re all at work, and yes, we need to sell in order to succeed, but no-one is going to appreciate you turning up and blasting sales messages at them.
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