To build your email list, you need to offer something of genuine value to your audience.
For the most part, unless someone really, really loves your brand, they're not going to give out contact information or subscribe to your newsletter unless they get something in return.
The go-to strategy is usually to offer some kind of longform content.
It's usually something that's more comprehensive than your typical blog post, offering up useful information that's exactly the kind of thing your customers would be into.
As for what exact kind of content you should create for this, you've actually got a couple of different options that could work for you.
Three of the most popular include detailed case studies, data-rich white papers, and ebooks.
Sometimes, the line between each type of content can be a little blurry, but they're actually distinct from one another.
In a recent blog post, AdEspresso explains how case studies, white papers, and ebooks differ from one another, and when to use each form of content.
Case Studies
Case studies are in-depth examinations covering a specific scenario or example, which should provide both knowledge and actionable information. They’re fantastic for several reasons: they allow you to establish thought leadership, are unique, and are highly shareable—because this is your data, someone else can’t just spontaneously have the same idea (cough, cough).
[image source: AdEspresso]
Case studies are most effective when following a pretty straightforward model: write a summary of the study, explain the problem or hypothesis you were evaluating, explain your solution, and then go over the results and why they matter. Some great examples of case studies can be found here and here.
[image source: AdEspresso]
The biggest mistake I’ve seen with case studies is that they just report the results and nothing else. This means they can be ridiculously boring, and users don’t know why they should care. Sometimes it means that they’re not actionable at all, because users don’t understand how to replicate the results. Treat your case study like a blog post and use storytelling elements, focusing on the “why” and “how” parts of the equation.
White Papers
White papers are information-dense content that can offer solutions and data on a particular subject. The focus here is all on the details. They’re exceptional when you want to build thought leadership and respect within the industry, and can make great lead magnets.
[image source: AdEspresso]
Because they’re so packed with information, white papers do take longer to write (and are typically more expensive than other types of content if you’re hiring someone else to write them). They should start with a summary or introduction, and be organized into distinct sections. If the white paper is more than a few pages long– and many will be– there should be a table of contents.
[image source: AdEspresso]
White papers should always focus on a specific problem (like needing more social shares) and offer a solution (like use more hashtags, schedule publishing at certain times, and use UGC). In many cases, you’re advocating that this solution or position is the best way to go. They’re extremely valuable when it comes to selling your business’s products or services. Fantastic examples can be found hereand here.
Ebooks
Ebooks seem a little daunting the first time you write them, but they’re great lead magnets and—if evergreen—can stay great lead magnets forever. While they do take more time and money to make, you can outsource the process to a freelance writer who has experience with writing them.
[image source: AdEspresso]
Ebooks can be five pages long or thirty pages long, but they must offer value. A lot of ebooks I’ve read spend so much time talking about why the business advertising it is so great that they don’t actually offer real solutions. This won’t convince users to convert later on. While you can offer your product as a solution to a problem, that shouldn’t be more than 10% of the ebook (and really, 5% is typically plenty). Great examples can be found here and here.
You can read more about different kinds of web content, and how to use them, over at AdEspresso.
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