Paid vs Organic Search

All You Need to Know About White Paper Inbound Marketing

White paper inbound marketing uses marketing activities to attract customers and leads, rather than outbound marketing, such as cold calling and ads, which relies on interruption techniques to get prospects' attention.

Unlike outbound marketing, White paper inbound marketing is customer-centric and focuses on providing content and resources when and where customers are looking for that information.

In both inbound and outbound marketing, each potential customer, whether it’s a person or a company, is considered a “lead”. Leads can be individuals who interact with the content on your website, sign-up for a newsletter, or someone who has been referred to you by others.

Generally, anyone who provides you with his or her email address or phone number can be considered a lead.

How white paper inbound marketing works


Inbound marketing is based on creating and sharing content that’s relevant to potential customers in order to attract prospects to your company.

Fundamentally, inbound marketing is having prospects find you, converting them using digital marketing to a lead, and eventually turning them into a customer.

Below are the three essential parts of a successful inbound marketing white paper strategy:

Getting Readers To Your Site


White Paper Inbound Marketing


At the core of white paper inbound marketing is having a prospect discover you. There are several ways to do this, but the best way is to create great content.

This could be a blog post, a YouTube video, or a great guide. This helps people get to your site through search engines.

To create relevant content, determine the questions that a prospect is asking as they go through the buying process and create content to complement all stages of the buying process.

In addition to creating content, you should make sure it is search engine optimized (SEO). This is not only for your blog posts, but other pages on your website as well.

You can also write guest blog posts on other websites that help people find you through those other sites.

Another way for people to discover your content is through sharing on social media which acts as a referral to bring readers to your website. Sharing on the right channels for your business can lead to new people discovering your brand.

Turning Traffic Into Leads


Once you get people to your site, the goal is to turn them into a lead. There are several ways to do this. Make sure it is easy for people to get in touch with you.

Not simply with a form capture, but give them the ability to email you or call on the phone. You can also have email newsletter sign-ups, white papers, or other downloadable assets.

You can use these assets to collect details like name, company and email address from prospects.

Closing The Lead


White Paper Inbound Marketing


There are many ways to proceed once you have an inbound lead. If you have the budget and a large volume of leads you can use a marketing automation tool to help feed the prospect with applicable information.

However, even with marketing automation, there still needs to be a salesperson available to walk the prospect across the finish line.

Central to this process is having a customer relationship management (CRM) system. This will help you track and qualify the inbound lead.

There are a number of ways you can generate leads through white paper inbound marketing.


Content Marketing

Social Media

Email Newsletters

Downloadable Assets

Search Engine Optimization (SEO)

A company website should have at least one page dedicated to each product or service they offer.

Even though it’s challenging to rank well in search results for common terms like “website development services”, your website should still have a page to describe your services to potential customers.

To address phrases and questions that are related to your product or services, such as the “what makes a good website” phrase in our example, writing a blog post is a great way to rank for those searches.

White paper inbound marketing is really helpful along these lines. Hopefully, it can lead to a huge increase in the number of inbound visitors on your page.