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Enhance White Paper Landing Pages With Spoken Words
By Michael Stelzner
Expert Author
Article Date: 2007-10-02
Can you couple audio with white paper landing pages and improve online registrations?
Read on to find the answer.
I was recently hosting a teleclass with lead generation expert Brian Carroll.
One of the attendees asked about marketing strategies with white papers.
Brian brought up an idea I had not heard and frankly I think it is brilliant. He said: I interviewed Paul Dunnay, who's senior director of marketing at BearingPoint and asked him how he uses white papers.
One of the cool things BearingPoint does is they have a little bit of an executive summary that's done as recorded podcast.
What's really cool is it gives people a preview and we find that there's a bit of a buzz factor there. So the idea is this: Create an audio abstract that readers can listen to.
Paul explained that by including the audio abstract he can increase the response of white paper registrations by 200 percent!
If you want to listen to the podcast with Brian and Paul, click here.
Take this one step further: You can also embed audio into your PDF files!! See http://www.adobe.com/designcenter/tutorials/pdfsound/
What are your thoughts about audio introductions to white papers?
Comments
About the Author:
Visit http://www.writingwhitepapers.com/blog/ for extensive resources on crafting compelling white papers and applying creative marketing tactics.
Michael A. Stelzner is the author of the new book Writing White Papers: How to Capture Readers and Keep Them Engaged and has written nearly 100 white papers for companies such as Microsoft, FedEx, Motorola, Monster and SAP.
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