Does Anyone Ever Test White Paper Names?
Lots of B2B marketers use free white paper offers to gather leads. I suspect 50% (or more) of the battle in trying to get folks to download your white paper, especially if you’re not such a famous brand that people will read anything by you, is the exact wording of the white paper’s title.
I just saw a great white paper offer at kenexa.com’s home page. The title was enticing enough that it made me want to read the paper even though I’d never heard of Kenexa before and I’m overwhelmed with too much reading. It was “Real-World e-Recruiting: Lessons Learned from the Fortune 500.”
Now I’m wondering — does anyone ever test white paper title names? I hear a lot about testing the marketing campaigns to get the word out … and have heard about testing in-house white papers vs. paying a brand name analyst to write one for you … but not about testing the wording of the title itself. If you have, let me know at AHolland@MarketingSherpa.com.
Categories: Uncategorized
