Content Development

Understanding Complex products

To receive a whitepaper, people are often asked to “pay” by submitting their email address. Such a price, however, is not chump change. Folks don’t just willy-nilly give away their contact information, especially in a highly technical space like oil and gas. 

So, that whitepaper better deliver. After all, we’re marketing here to experts, and they expect solid, accurate information that they can use to overcome challenges and take advantage of opportunities.

The whitepaper discussed here, “Drive Down Rod Pump Lifting Costs Through Integration,” does just that: It offers a means by which costs can be reduced in a tough market. 

Challenge:

Alert high-value leads that SPOC offers a solid solution to some of their most vexing problems, reducing costs while improving performance. 

Result:

Highest converting content on the website with above industry-average conversion rate

Again, most of our current and potential customers are experts in this field, so we must prove our promise. Enter the whitepaper, which as a content category, offers the format by which factual arguments can be presented with enough details to prove the point. That expectation of factual information is why target customers are willing to share their email address. Now, they’re engaged and wanting more information. 

FitzMartin’s role in the creation of this whitepaper and supporting campaign was very much start to finish, soup to nuts, including researching and writing the paper, working with HubSpot on the email capture form, and in help design the customer contact process for all those emails. As for the latter, each email and its owner are assigned a lead value, so they can be mapped on the Customer Decision Journey. While some especially hot leads are assigned a salesperson, some that are less ready to buy are categorized as such, but never forgotten.