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Create a White Paper, eBook, or Lead Magnet
That Exceeds Your Marketing Goals    

There's a lot riding on your next lead magnet. ​It's the heart of your next content marketing campaign, telling the story of your product or services, capturing contact information from interested prospects, and moving them down your marketing funnel. 

We've honed the B2B lead magnet development process to a science   

  • Research into your buyer personas and competing products or services

  • Synthesize goals and priorities from across your product, marketing, and sales teams

  • Develop a white paper plan that ensures your project is done on-time and on-budget

  • Word-perfect copywriting brings it all together and engages prospects with your unique and appealing brand voice

Lead Magnet Cover [Small].png

The latest insights to make your lead magnet a success. 
click here to download 

All the Flavors of a White Paper

Back in the 70s and 80s — before marketing got a hold of the white paper —  it was a technical deep dive. But times have changed. When you’re building your next white paper, consider these different approaches.

Discuss the benefits of your solution or services and explain why and how it will help your target audience

Numbered List
The easiest and most digestible white paper style, the versatile numbered list can be easily repurposed across channels  

The classic white paper formula digs into a common industry problem and explicates a solution

Beyond the White Paper: Is There a Better Lead Magnet?

The White paper is the most common lead magnet for the B2B industries. 70% of B2B buyers consider a white paper an essential part of their buying process, and most of the lead magnets and we've developed for clients has been some form of white paper.

But sometimes, a white paper just isn’t the right fit, which is why you should consider these alternatives.

The relatable, friendlier version of the white paper, eBooks provide quality information to your prospects in a more readable, longer-form format. The eBook is fantastic for exploring less technical topics — like trends and ideas — in a flexible and graphical way.

Checklists and Cheat sheets
Prospects in any industry love getting information they can use right away to solve a business challenge. The checklist or cheat sheet trims the fat and focuses on real-world value that can be irresistible to those in operational roles.

Want to see a finished white paper?


Click here to
see work samples

Arrange an in-depth talk between your SMEs and another respected person in your field to establish thought leadership and gather leads. You could also create a long informative video that guides your prospects through solving a common business problem to target.

General Guidelines for Lead Magnet Success

Solve a Real Problem

Make sure that your prospects will be interested in your lead magnet by focusing on a complex business problem they're facing

Provide Actionable Insights

It's best to avoid theory whenever possible and provide real-world advice your reader can use

Provide High Value

Your visitors and prospects won't give you an email address unless what you're provides something of unique value they can't easily find elsewhere. 

Start with a Clear Strategy (and Written Plan)

Whenever you approach a project as large and ambitious as a white paper or eBook, it’s important that you have a clear sense of how your writer is going to tackle the project. To give your clients that peace of mind (and make our own writing processes easier) we build a white paper plan at the outset.

What are the benefits of doing a white paper plan?

Define the project, objectives, and internal interviewees

Identify key buyer personas and help position your paper

Choose quality research and data to draw upon
Build a supporting SEO strategy to maximize the project's reach


Most importantly the white paper plan gives you a sense of confidence that you're on a clear path to success.  

"71% of B2B buyers have used white papers in the last 12 months to research purchasing decisions"

- Content Preferences Survey Report

Develop White Papers and Lead Magnets with Confidence  

Content marketing takes time and intelligence. You need to generate new and authoritative content for your buyers and keep those efforts consistent to realize an optimal return on investment.


To help them achieve that consistency, most businesses rely on an external partner, like BIOS Marketing & Communications.

email me: charles (at) hellobios . com

phone: 978 908 7496

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