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The Golden Rule of Content Marketing

Whitepaper Wow Factor: Sharing the Big Ideas of Your Small Business

 When you make it obvious to your customers how you can help them, you will grow your revenues.

Some of the smartest people I know run very small companies in the business-to-business market.  They are dedicated to helping their customers succeed.  In one-on-one discussions with customers and prospects, they make it clear how they can help.  That’s terrific.  And it generates sales.  But it’s just a start.

I am convinced that white papers–and their first cousins, e-books– can extend that in-person knowledge sharing and trust building to the entire world.  A great example is a compelling white paper from The Result Source, called, Cold-Calling 2.0: The Next Generation of Prospecting.

cold-calling 2.0 whitepaperThe Result Source, is a small company based in Toronto, Canada that works closely with businesses who need to generate leads which will translate directly into revenue.  Its owner, Marguerite McLeod-Fleming, is a veteran of IBM and other large sophisticated organizations.  She is able to apply her understanding of the importance of process to lead generation for small organizations.

What Cold-Calling 2.0 does so well is to explode the myth that cold calling doesn’t work anymore while demonstrating a repeatable process that will generate sales cost effectively.

Her white paper begins with a compelling Executive Summary:

Let’s face it. Cold-Calling has gotten a bad rap.

If you still think of cold-calling as an ineffective waste of time, phone spam or money down the drain, then this paper is for you. In fact, many “experts” have said that cold-calling is dead. But, to paraphrase Mark Twain, the rumors of the death of cold-calling are GREATLY exaggerated.

You will learn in this paper why, despite the lingering myth that cold-calling is dead, it still works. And we will show you here why it is still one of the most effective ways of generating new business. We will prove it with examples of companies that have successfully implemented
cold-calling — known as teleprospecting — and yielded incredible results.

We will discuss the difference between cold-calling in the past, and how companies are using cold-calling today as a strategic form of prospecting to open new markets and to generate exponential sales results.

Marguerite then proceeds to make the case for a new generation of cold calling.  Although I am generalizing from my own experience, her white paper stood out among a half-dozen potential vendors of telemarketing services that I was evaluating for a client.  Not only did the white paper give me a high level of confidence in her organization’s capabilities, but it taught me a lot about how companies need manage the entire process of lead generation.

In fact, this white paper follows the golden rule of content marketing: Provide a ton of compelling content that is so valuable that your prospects might normally expect to pay for it.  If your company was large enough or if you have enough discipline, you could probably do what this white paper describes.  But, most of us realize that we must count on skilled professionals to achieve the results that are described in Cold-Calling 2.0

The Result Source whitepaper demonstrates that the company is chock full of the kind of big ideas that will bring immediate and obvious benefit to its customers.  It sure looks like Marguerite invested a significant amount of money in producing this information product.  But, from my perspective, that investment really delivers content marketing value that will, in turn, deliver a measurable ROI.

Be sure to check out Cold-Calling 2.0.  It will provide an excellent model for white papers that you may want to produce.  And, it may also convince you that a new generation of cold calling, in general, and The Result Source, in particular, may offer solutions to your lead generation challenges.

Read the original blog entry...

More Stories By Newt Barrett

Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers. Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive. As an entrepreneur, he launched Southwest Florida Business and BusinessNewsNow.com in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business. In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology. He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.

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