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Building Your Audience

7 Awesome Ways to Promote an Ebook or White Paper

Your ebook or white paper is of no use if no one ever sees it, downloads it and/or shares it. Here are a few ways you can get others to see it and take an interest in your content.

Blog for Leads

When you blog about your topic, you can do more than just let people know that you have an ebook or white paper available. You also have the opportunity to get more leads through your blog and to build an email list. Many marketers count their email list as their most important asset for gaining customers, and your blog is the ideal place to get more of them to sign up.

Create a Webinar

By giving some of your information in a webinar, you can interest people in the rest of what you have to say. Create an informative video that lets people find out more about what you know on the topic. Then, offer the white paper or ebook at the end as a more in-depth look at the information. This markets it to people who are already interested enough to see the webinar.

Engage in Effective Content Marketing

Creating a website full of content is a great way to bring in readers and let them see that you’re an expert on the topic. Give them access to regularly updated content that brings them in regularly, and they will keep coming back for more. Offering them more information in your ebook or white paper gives them another way to access this information and to find out more about the topic.

Use Paid Ads

Using PPC ads or fixed ads is an effective way to market your work. The ad systems that exist on sites like Facebook and Twitter bring in large numbers of readers, and they are highly targeted toward people who are already interested in the topic of your white paper or ebook. This type of marketing is also lower cost than many other forms of advertising.

Create Guest Posts

Guest posting on blogs that center on your topic add to your readership. And when you post links to your content at the end of your post, you bring in readers who have already read the post from you and see you as an expert on the topic. This also helps you to build backlinks to your content and help its search engine ranking.

Use Video Marketing

In addition to a webinar, creating a YouTube channel where you regularly post short videos about your topic is a useful way to build your audience. Your content can be linked to in the description area of each video. Many people use YouTube for informational videos, and building up your channel will add to your reputation as well as awareness of your content.

Get Reviews

Getting honest reviews of your white paper or ebook can help others to find out about it and to see that it is actively being read. You can do this by soliciting reviews from those who have downloaded it. You can also offer it to bloggers and ask for their reviews in order to build a strong selection of content reviews.

As your reputation grows, your brand grows. Use multiple marketing channels to create more awareness for what you have to offer, and you will see those downloads increase.

5 Steps for Creating Personas

A buyer persona is basically a characterization of your company’s perfect customer. It represents a compilation of many of the features you find across the board within your target demographic. You should have a few different ones. You want to identify a specific buyer type when it comes to men, women, different age groups, and individuals who fall into different financial brackets.

Start With the Basics

Build a basic profile that includes general information such as age, gender, and location. Choose industry-related information that includes types of employment, yearly income, and a more defined age group. By starting with the most basic information, you can build a persona in one of many different directions. This allows you to be more diverse when creating campaign strategies.


Examine Current Customer Profiles

The best source of information is in your current customer files. By taking the best parts of each customer profile, you can create the perfect persona, the fictional person you can cater to whenever you are trying to plan or create a new marketing campaign. Go through your customer profiles and identify the qualities and characteristics that keep showing up across the board. Combining those into one persona will embody the target audience you are looking to reach.

Survey Current Customers and Referrals

Use surveys to collect information from existing customers as well as people who are referred to you. You can also include surveys on your website for individuals who are curious about your company. The information you collect will help point you toward both the positive and negative characteristics that will influence your persona’s decision to buy. Surveys may also point to new trends when it comes to finding out what your current employees will be looking for in the future.

Identify Potential Barriers and Issues

To make your persona as accurate as possible, you need to identify the negatives as well as the positives. The barriers and challenges you find will provide you with insight on how your products should be improved. Knowing what turns a customer off is the first step in avoiding the triggers that will eventually drive them in the opposite direction. It will also tell you if the negatives are associated with one aspect of the persona, such as age or gender. 

Include Both Positive and Negative

Find a happy medium. When building your ideal persona, balance the positive with the negative so you know exactly where to focus your branding and campaign resources. If you are looking to create multiple personas, make sure to make each one a unique combination so that you will be able to produce a quality campaign that is directed toward that particular demographic.

The buying persona or personas that you create will help you strengthen your advertising and marketing campaigns so that you get the most bang for your buck. Your personas are basically a cross-section sampling of your current and potential clients. Update them often and refer back to them whenever you see a change in marketing trends. They will hold the clues you need to remain attractive to your target demographic. 

If you’re looking for a platform to help you, check out our content marketing software.

5 Keys to Telling Stories With Marketing Content

Content marketing is an effective approach to not only growing an audience, but building the business itself. Of course, it’s very competitive and unforgiving since there is so much great content out there now. If you want to survive and thrive with your content, you need to develop your writing skills. Storytelling is an inescapable component of content marketing, and mastery will help determine your success. These six keys for better story telling will help you write better content and incorporate it correctly into your overall marketing plan.


Be Honest

People can see right through your thinly veiled marketing attempts. Pandering and insincerity will be spotted and lambasted every time. Just think of a few Twitter faux pas from the last week, and you’ll see what I mean. Content stories are a chance to relate to customers to draw them to the brand. It will only work if you honestly meet them on genuine common ground.

Get Personal

Working in tandem with that honesty is a personal presentation. Brand stories are not advertisements. They are open communication with an audience. Allowing some vulnerability and real connections are what truly drive the success of storytelling marketing. Remember: the brand is ultimately made of people, and it is with those people that your customers will connect.

Add Character

When you are willing to get personal, you can tap into the aspects of storytelling that are the most compelling. Namely, you are developing a relatable character. Whether your stories are true or fun fictions, the characters in those stories must be presented in the right way. They should have relatable goals, realistic flaws and a real-world outlook on their situation.

Show, Don’t Tell

This is perhaps the oldest and most commonly told bit of wisdom in the art of storytelling. Yet, it is also the most frequently overlooked. When telling marketing stories, there’s an innate desire to include all of the necessary information. You want the audience to clearly see how the story relates to your brand and how they can benefit. This is a classic mistake. You don’t need to paint the background before you begin the story. Instead, start in the middle of a scene and let the details naturally reveal themselves through events and dialogue.

Don’t Sell

This is not an advertisement. This is not an advertisement. Really, this is not an advertisement. Chant that in your head if you must as long as you remember the purpose of content marketing. The stories are not supposed to convert sales. They are supposed to drive traffic and engage the audience. The stories build a relationship. You have other tools and resources to convert sales out of that relationship.

Leave Them Wanting More

Think of the most compelling books you’ve ever read. Every chapter probably concluded with a bit of a cliffhanger. You simply had to turn the next page. The best content websites do the same. Many of the sites you’ve wasted hours scrolling end each list with recommendations for more you might like. Even Wikipedia can get you lost in a sea of interesting new information. The trick is to always offer more than the readers get. Any story can be self-contained and complete, but it should never quite be fully satisfying. If you can’t pull that off, then recommend a few more compelling links at the end of each piece of content.

So how are you telling your stories? Whats worked for your company? We’d love to hear about it!

If you’re looking for a platform to help you, check out our content marketing software 😉