The work doesn’t stop after you hit “publish”—especially for white papers and other pieces of gated content.
Creating white papers is tough. It takes a lot of time and resources, and when you complete one, you should be proud. However, if you want your new asset to do its job—which is to convert website visitors into leads—then you need to distribute it.
First, create a landing page.
It might sound elementary, but landing pages are an absolute must for any piece of gated content you create.
Gated content is so-called because all that exceptional, valuable content lives behind a gate that your audience members unlock by providing some of their contact information. They do that on a landing page. Instapage and Unbounce can help you build quick pages to convert visitors into leads in no time.
That said, your prospects will never even see your gated content if they can’t find it, effectively turning your white paper—the piece that you worked long and hard to create—into a waste of server space.
To get your content to your target audience at the right time and in the right place, use these nine tactics:
1. Craft content that links to your gated content landing page.
Picture this: Someone does a quick search on Google and finds one of your blog posts or contributed articles. She reads it, finds the information valuable, and what then?
If you aren’t making it easy for
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