E-Books
Described by author David Meerman Scott as “the hip and stylish younger sister to the nerdy white paper,” E-Books are thought leadership documents, typically presented in landscape format with an emphasis on graphics and white space. By using sidebars, call outs and charts to support the document’s theme, E-Books are usually a lighter read and easier to scan than in-depth white papers. By presenting a fresh alternative to white papers, E-Books have performed very well in click thrus and downloads.
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White Papers
Research has shown that white papers have evolved as one of the most effective tools for branding and lead generation. A recent study by Forbes.com found that 72% of respondents contacted a vendor after downloading a white paper and 57% said reading a white paper influenced their buying decision.
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Executive Briefs
A shorter, quicker read than a white paper or Ebook, Executive Briefs are typically 2-4 pages in length. The condensed format can work well as a standalone lead generation piece or as part of a lead nurturing campaign. For example, a white paper that offers 10 Steps to address a business problem can also be delivered as a series of 10 separate Briefings to fuel a b2b content marketing campaign. DCS works with your team in assessing and developing key topics that will reinforce your message and thought leadership position.
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E-Newsletters
Permission-based e-newsletters provide a platform for updates on industry news and trends, client success stories and company-specific reports. These communication vehicles also help in driving traffic to your web site, building trust among prospects and strengthening relationships with existing customers. In his bestselling book “The New Rules of Marketing & PR” author David Meerman Scott calls e-newsletters “a valuable tool to deliver a regular series of thought leadership to your prospects.”
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Case Studies
No longer relegated to press release status, case studies are now an integral part of a successful drip marketing campaign. We work with you and your team in assessing and developing customer success stories that will reinforce your suite of solutions and thought leadership position. Ideally, these case studies feature named clients who detail the challenges they addressed and the results they achieved. However, this format can also work well with blind case studies that show how a solution was utilized within a specific industry.
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Webinars & Podcasts
DCS works with our partners to create, produce and promote custom web seminars, around targeted topics, titles and compelling speakers. We help to build out a promotional plan which includes direct email invitations to custom lists, exposure through media partners and also develop a syndication plan to broaden the reach through social media and content aggregation sites. Then once the live event concludes, we extend the life of the content with on-demand promotion and positing of slides to relevant groups and networks.
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