You have a presentation in one hour and you need more material. Your natural inclination is to “Google” it. Bingo — you run across a well-prepared whitepaper with just the detailed information you require. Here it comes – - the contact form. You think, “Is it worth giving my name and email to get this report based on a new study?” If the report is enticing, you give your address and dig into the juicy data so you can get your presentation done.
What happens next? Do you get a follow-up email with an offer from the firm that published and so generously shared the whitepaper? In my case, I get a follow-up email only 25% of the time. I wonder about the amount of energy these companies spend to produce high-quality content marketing materials, only to let those emails languish in the abyss of their database.
Even if the firm does not follow-up with those who provided email addresses, having a library of high-quality, relevant whitepapers will boost the firm’s credibility. If they do this over a period of time, they promote their image as an expert on these topics. There is value in that alone.