THE WHITE PAPER IS DEAD:TAKE YOUR CONTENT MARKETING STRATEGY FURTHER WITH THE LIGHTPAPER

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As a B2B marketer, you’re responsible for developing effective content to generate leads, but there’s a problem:

You know very little about how your audience is actually engaging with your content.

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We know the struggle — engage your audience, measure the impact of your efforts, and maintain a dynamic resource library that interests your prospects. And do it yesterday.

Sound familiar?

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IF YOU’RE USING PDFS TO DELIVER YOUR CONTENT MARKETING ASSETS, YOU AREN’T GETTING A CLEAR PICTURE OF ROI.

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PDF delivery of white papers is sorely lacking, offering almost no insight into analytics, a subpar mobile experience, and limited impact on SEO.

Luckily, we have a solution.

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Let’s take a look at where PDFs are dropping the ball, and how the Lightpaper has answers to some of your common concerns:

Static file — no interactivity, video, or animation

Relatively large file size for email sharing and downloads

Limited or no visibility into page-level analytics

Difficult to view on mobile, requiring pinching and resizing; may not be downloadable on some devices

No indexed copy for SEO

Easy to print

Fully branded design possibilities

Familiar interface

Seamless hosting of interactive components like quizzes, polls, ROI calculators, video, and animations

Sharing is easy with a simple click — no email attachments or clunky downloads

In-depth analytics capabilities, from views, clicks, heatmaps, social sharing, and unmatched video insights — providing a clear picture of content engagement

Optimized for an intuitive user experience across all devices

Each word of your carefully written thought leadership assets is indexed for search engines

Easy to print

Fully branded design possibilities

Familiar interface

Flexible gating throughout your content — customizable on any page, at any point in the reader’s experience

Gated landing page before download or preview of PDF

PDF DELIVERY LIGHTPAPER DELIVERY

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VERSATILE HTML

The Lightpaper hosts your content with versatile HTML that can be edited efficiently in real time.

When you publish content, you need to be ready to make adjustments at a moment’s notice to extend the life and value of your content. Whether it’s adding new research or fixing a misplaced comma, editing PDFs is cumbersome and can cost you precious time in a space increasingly dependent on adaptability.

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SEO POWER

The Lightpaper ensures that each word of your content is discoverable by search.

Content marketing relies on search engine optimization (SEO) to be an effective source of new leads and to impact brand awareness. How can your thought leadership and marketing assets help you get found if they’re not indexable by the search engines that your buyers are using to research vendors? It’s simple: They can’t. Don’t let good content languish in a vacuum.

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MOBILE READINESS

Mobile now makes up 51 percent of email opens (Litmus).

40 percent of people abandon pages that take more than three seconds to load (Forrester Consulting 2009 Study Commissioned by Akamai Technologies).

Only 26 percent of marketers say they’re ahead of the mobile curve [Society of Digital Agencies (SoDA) 2013 Digital Marketing Outlook by Econsultancy].

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The Lightpaper presents your content in a truly mobile-ready format — that means no more pinching, downloading, or squinting.

B2B vendors have only scratched the surface of responsive design. But with more than 6 billion smartphones in the world and mobile traffic increasing every day, don’t you wish there were a better way to reach, engage, and measure mobile users? There is — and with true platform diversity, your content will really sing.

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FLEXIBLE GATING WITH LEAD FORMS

With the increasing demand to drive leads, you may be wondering how gating works within a Lightpaper. With PDFs, the process seems simple enough — gated landing page, thank-you page, PDF download, repeat. But what if you could engage your users with your content — and then ask them to raise their hands? How much more effective could your content marketing campaigns be with flexible and dynamic gating?

With the Lightpaper, you can gate any page within your resources and leverage the same dynamic content and progressive profiling you use on your existing landing pages through your marketing automation system.

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IN-DEPTH ANALYTICS

Wouldn’t that change everything?

With the standard gated PDF download process, your view of analytics stops at the download. But how would you change the way you market to your buyers if you knew how they interacted with your content? What if you could know how many pages of your white papers your buyers actually read and where they get lost, see visual heatmaps of how far they read, and understand which parts are inherently social?

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We thought so, too. Stop blindly marketing and relying on the limited analytics capabilities of PDFs.

The opportunities for measuring the effectiveness of your content are endless with the unmatched analytics capabilities of the Lightpaper.

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INTERACTIVE ENGAGEMENT

Content is king.

And although 64 to 81 percent of B2B marketers use white papers and articles as part of their content marketing strategies, only 59 percent believe they are effective.1 The same study found that large companies cite “creating engaging content” as their biggest marketing challenge.

1. B2B Content Marketing 2014 Benchmarks, Budgets, and Trends. North America. MarketingProfs and Content Marketing Institute.

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The Lightpaper presents your content in a truly engaging way — leveraging interactive polls, quizzes, embedded video, ROI calculators,and animations.

If you’re struggling to engage your audiences with the content you create, it might be because of the static nature of PDFs. Today’s B2B buyers are presented with such an overwhelming amount of content from various sources that another download often requires prior trust in the source or exposure to the brand.

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POWERFUL LEAD INSIGHTS

You work hard to create the content that fuels your marketing programs. But if you’re still housing PDFs behind gated landing pages, your lead insights likely stop at the download. Meanwhile, marketing automation has made huge strides in capturing anonymous user data from your website, delivering intuitive dynamic content and progressive profiling within lead forms. What if you could get the same insight from your visitors within your content marketing assets — arguably the most shareable element of your website?

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BECAUSE THE LIGHTPAPER IS HOSTED ONLINE, YOU CAN UTILIZE THE LATEST INNOVATIONS IN MARKETING — INCLUDING RETARGETING, ANONYMOUS VISITOR INFORMATION, DYNAMIC CONTENT, AND MORE.

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The Lightpaper will change the way you engage your audience — with an abundance of analytics, mobile optimization, and content ready to be crawled by the search engines that can often determine your demand-generation fate. Your next white paper could be a Lightpaper.

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Check out THELIGHTPAPER.COM to see it in action.

Or take a look at The Starr Conspiracy Intelligence Unit’s most recent Lightpaper, LEARNING

TECHNOLOGY: THE BRAND REPORT, 2014.

CONTACT THE STARR CONSPIRACY TO GET STARTED BY EMAILING MARK@THESTARRCONSPIRACY.COM OR GIVE US A CALL AT 817-204-0400.

WE’LL BE EXPECTING YOU.

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ABOUT THE STARR CONSPIRACY

Visit us on the Web at www.thestarrconspiracy.com.

You shouldn’t have to pay an agency to get to know your industry. The Starr Conspiracy already knows your market segment, who you are, and where you fit in. We’re a strategic marketing and advertising agency devoted exclusively to enterprise software and services. When you partner with us, it’s to build market share, multiply brand awareness, and drive sales leads — not to bone up on the basics. We’ve been “out there” for more than a decade, so you can hit the ground running. Founded in 1999 and located in Fort Worth, Texas, The Starr Conspiracy has won eight best places to work awards and countless creative awards.