Transform your static white papers into dynamic audio and video.

There are some incredible white papers available on the web offering compelling content, but for a variety of reasons they’re overlooked by your audience.  They may as well be hidden.  And if you’re fortunate enough for your article to be discovered, it may still go unread because of these fundamental reasons:

1: People want to read the content but just don’t have the time.

2. Some would prefer to listen than read.

When you have great content, we encourage clients to offer the information
in multiple formats to accommodate your readers’ preferences including:

- making white papers available to read online
- allowing visitors to print white papers and read at their convenience
- recording your white papers so visitors can listen on demand or download them to an MP3 device/ipod
- creating a video for maximum exposure on your website and free video hosting sites like YouTube.

The focus of this post will be to demonstrate how video is one of the best solutions,  but we still want to cover the other concepts.

Reading it online:
Don’t just post your white paper.  Include a company overview that describes your products and services to supplement the white paper content and provide credibility. Follow it up with a strong call-to-action to encourage the reader to contact you.

Printing it out:
Make a great header and footer for the document.  Place your contact info, copyright I.D. and all other pertinent information on the document.  Always make it clear who created the content and how visitors can contact you for more information.

Audio Recording:
Companies need to start thinking of any content they develop as a commercial opportunity.  When we record a white paper, we start with a welcome and personalized thank you from the company.  Since audio can be easily shared, it’s important to audio brand the material so listeners know who created it.  You can even insert a mid point break about other products and services that you offer.  Finally, be sure to ask for your listener’s consideration.  You’ve had their undivided attention and the end is the perfect time for a strong call-to-action.

The Video White paper:
Combine audio with photos, PowerPoint slides, graphs, charts and you have all the necessary ingredients for a video.  And since a camera and lighting don’t have to be set up, video becomes a very affordable format.  For some clients, we’ve simply added a company logo and website that are visible the entire length of the video.  The important thing is by adding imagery, you instantly create video that can be placed on your website, YouTube, social media profiles — the sky’s the limit!

Why is video so important?
There are volumes of data that support the effectiveness of video on the web.  A recent study showed a website using video generated an 80% conversion rate, compared with just a still image.  Additionally, video has proven to improve organic search engine results.  Companies have scaled back on pay per click campaigns and increased their focus on producing better content for site visitors, including the increased use of video content.