Crafting B2B content is no easy feat. The style and format of the content you use should be deter-mined by the nature of your product, the needs of your intended audience, and the type of leadsyou desire. If your strategy is to appeal to a general audience, you will likely acquire a larger vol-ume of leads that are broad in scope. If you target a niche audience, your content should be tai-lored to that effect, resulting in a smaller quantity of more focused prospects. The right materialfor your content distribution program depends on your goals, and the nature of that materialshould be a key consideration from the very beginning.No matter what your objective, determining the best type of content for your needs and thenlabeling it accordingly is as important as the content of the offer itself. The right choice can makethe difference between getting your offer noticed by the right people, or having it overlooked in asea of information.Content distribution was initially referred to as "White Paper Syndication" or white paper market-ing. The term white paper managed to create a sticky effect, becoming a generically used label forany content designed to generate leads by providing information about a product or service.White papers, once exclusively technical in nature, have become a sophisticated tool for sharingand positioning useful information across a range of industries. Used properly, they remain anideal vehicle for educating potential clients. But not all product content should be arbitrarilylabeled a white paper.Mislabeling content can alienate your intended audience and damage your credibility. As theprevalence of content distribution programs has grown, it's become common to see case studies,eBooks, survey reports, datasheets, and even sales brochures being packaged and promoted as"white papers."
Consider the following sample list of content types:
What's Your Type? White Papers, Reports, eBooks
~ Analyst Report~ Research Report~ Best Practices~ Resource Guide~ eBook~ Strategy Guide~ Info Guide~ Survival Guide~ Industry Report~ Top Ten
Event and audio formats:
~ Live Webinar~ Webinar~ Live Webcast~ Webcast~ Podcast~ Vidcast
Note the addition of 'Live' before webinar and webcast labels:Differentiating a live event vs. recorded versions may seem trivial, but holds a lot of weight. These small details add power.