Guides &
white papers
We can help you create e-books, how-to guides and white papers, forming a valuable library of marketing assets.
Done well, this content positions you as an expert, records and crystallises your IP, and provides a ‘magnet’ to attract qualified business leads. Use your lead magnets as free giveaways and resources on your website or at conferences.
If a lead magnet is valuable and desirable – it has a good promise and content that delivers – then you can ask prospects to fill in a contact form to access the asset. With their contact details freely shared, place them into a lead nurture campaign or follow up with a phone call.
Written for a discerning audience
Marketing to B2B and professional services clients requires consultative selling. They want to learn about you, understand how you will help them, and see the value you will bring to their business.
The purpose of lead magnets, such as white papers, e-books and guides, is to position you as a valuable business partner who has answers to client needs, challenges and desires. They work best when they answer a customer’s burning question, provide some research or evidence of market behaviour, or deliver other specialist insights and expertise.
Our writers are business storytellers. We turn knowledge and expertise – what you are passionate about, what you deliver successfully every day – into compelling stories to attract and engage existing and new clients, growing awareness, trust and authority in your brand.
Four support tiers
Our team of expert copywriters can help you with:
A simple ‘polish and proof’ of your document.
A full copyedit of your document (you have written a draft, but it needs more work on the introduction, structure and flow).
An ‘assembly’ of your ideas into a narrative (you supply the research in bullet-point format under topic headings, and we write it up).
A full research and write-up.
All the details taken care of
For each lead magnet, we can write the landing page and ads for social media. To make your content stretch, we will highlight pull quotes and microblogs to post on social media, so you get maximum visibility and reach for the budget. We can also write a summary for EDMs, turn the copy into a video script, and design a PDF in your brand style, ready to email to new clients.
TESTIMONIAL
‘I highly recommend Andrea. She is great to work with and went to great lengths to understand our product and its benefits, and she incorporated them into a story that wasn’t overly ‘sales speak’. We got a lot of great leads and opportunities as a result.’
Scott Lewis
Business development manager, Buildmedia, Auckland
Steps to an effective guide, report & white paper
Preparing a meaningful guide, white paper or e-book requires a thorough understanding of the topic and business, interviews with the team involved, and then some quality writing. Here is how we achieve that:
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We schedule interviews with you and your people to learn as much as we can about the topic. We can also do our own desktop research, and propose topic plans and content strategy. For white papers, we help create accurate citations for research and data sources.
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We interview your customer to hear about the experience from their point of view. This interview should produce some insightful responses about your products, services and processes that we can use verbatim.
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We weave everything into an elegant narrative that tells the story in an editorial tone that is accessible, succinct and informative.
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We manage review and final text sign-off by all parties.
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We handle all proofreading, including a final proof of the PDF design document.