Build a better mousetrap with white papers

by Karen

In today’s marketing world things change fast. And you want to keep pace with your content. So if you have a terrific white  paper, how do you easily keep it current with minimal effort?

Specifically, how do you update the links in your white paper that give prospects more in-depth information (e.g., product demos, special promotions, product data sheets, case studies, etc.)?

This flexibility is important because quality white papers get shared, stored, and referred to again and again over time.

And you not only want the latest information in the white papers being downloaded today, tomorrow and the next day … but you would like to also update those already in the hands of prospects.

One way to “build” a better white paper is to make it dynamic.

For example: One of the main services your company offers is oil well logging. You have a white paper that discusses the three biggest challenges in producing quality logs, and it ends with how your company does this the best.

In your white paper are links to your website with a few customer case studies and other in-depth details on your service.

But you just finished a tricky job for a customer and you want to include a new case study (client success story) because it is such a strong example of how your service is better than the competition.

How do you share the new case study without writing a new white paper?

First step (i.e., back when you first created the white paper) is to include a barcode (QR code) for your links to landing pages. Now your options are:

1.    Change the content on your landing page

2.    Create a 301 Redirect to your new landing page

3.    Use JavaScript to redirect visitors to you new landing page

These are all fine unless you have other campaigns linking to the same landing page. If you change the content on the landing page then you’ve fouled up these other campaigns. (Another good reason to create unique landing pages for each campaign.)

But if you have a mobile barcode (e.g., QR code) with enhanced capabilities, then you can repurpose that code over its lifespan. It’s possible to manage your content (white papers or anything else) in real time. The destination for a barcode can be changed easily without updating your website landing page.

More than one mobile vendor has this capability; Neustar is one good example. I met Matthew Valleskey, Director of Marketing for Mobile Services at Neustar a while back. He told me of this cool capability with mobile barcodes.

It helps make your job of generating leads easier. Plus it’s a way of producing content that meets the needs of your audience for longer periods of time.  It gives you more flexibility for leveraging content that’s already produced.

Whether linking to a case study, a product demo video, or anything else on the landing page that you may want to update in the future … mobile barcodes with enhanced capabilities are one way to keep published content current. They’re one way to build a better mousetrap with white papers.

Related posts:

QR codes … How easy-to-use technology generates leads and builds loyalty

Is the White Paper an Endangered Species?

Top 5 B2B White Paper Mistakes

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