The Value of White Papers and Case Studies
I came across a blog post that speaks to the value of adding white papers and case studies to increase the amount of site traffic and subsequent leads they can generate. It is based on an article in Inc. Magazine that describes how Dan Dersham, of LeanLogistics, used white papers and case studies promote his transportation-focused, supply-chain management software company. Essentially, the white papers demonstrate his knowledge and expertise in his industry, has content that can be indexed by search engines and the interest level can be tracked through the number of times the white paper is accessed. If the white paper or case study were a part of a email newsletter, you could also track how many times the newsletter were forwarded to other parties if the list manager you send the newsletter from has tracking capabilities. The post also goes into more detail about why white papers are effective - Check it out.