The Funnel Strategy for White Papers and Case Studies

The Funnel Strategy for White Papers and Case Studies:from White Paper Pundit by Jonathan Kantor

Why are some white papers able to generate lots of leads, while others seem to fall flat? I believe the answer can be found with how well that white paper employs a “funnel strategy” with its content flow order.

I think all of us can agree that an effective white paper should have a logical and orderly flow to the presentation of information, which usually goes from the broad (industry trends) to the narrow (specific solution/strategy information). From the first white paper page to the last, this information takes the form of an information “funnel”, as illustrated below using the example of a network security-themed white paper:

The “broad” content element in a white paper fulfills the educational component that is one of the primary reasons why the medium is so effective with lead generation campaigns. Prospective readers may not know all the details associated with a particular topic. By providing a broad industry overview, all readers (whether highly familiar or not) arrive at the same place to receive your subsequent “narrow” strategy or solution message.

Without this broad educational overview, a “narrow” white paper that only contains a solution strategy message is perceived as a “sales document” or brochure. This turns off many business prospects and is one of the primary reasons why shorter 1-4 page white papers fail to achieve their lead generation goals.

This same “funnel” strategy can be applied to case studies as well, as illustrated below:

Using the funnel strategy for your case studies is especially effective when you integrate a case study INTO a white paper since the flow of information will be the same for your solution content as it will be for the subsequent case study content. This similar pattern makes it easier for your white paper reader to comprehend and absorb the case study example that follows your strategy presentation.

So if you want your white papers to be more effective lead generators, apply the “funnel strategy” for the content flow. You’ll see more engaged readers and more leads as a result.