2. 2
TURN YOUR CONTENT INTO CUSTOMERS
PaperShare turns your
content into a meeting
place for your brand and
the audiences you want
to reach.
All great marketing and communications begins
with big ideas. And big ideas are only as good as
the ability to bring them to life.
Likely, you’re in the midst of doing that right now - turning your
ideas into the content that will wow, surprise, engage, hook, and
even make someone laugh on their journey to embrace your brand.
You are likely creating, curating and publishing content. And you
are likely frustrated trying to get the greatest reach so you can
engage with audiences to turn them into customers. We’re betting
today is your lucky day.
What if instead of channels and distribution, we focused on
content? What if we could bond social context directly to that piece
of content, not the channel? What if we could know who viewed
the content? What if we could automatically empower our sales
and marketing teams to engage with those potential customers
around the content? And what if that content could be turned into
actual customers?
With PaperShare®, you can. At PaperShare our approach is
simple: put your content at the center of your customer acquisition
process. PaperShare turns your content into a meeting place for
your brand and the audiences you want to reach.
As marketing, communications and sales professionals ourselves,
we’re pretty excited about how the PaperShare publishing engine
solves these challenges. We invite you to join us and discover how
you can turn your content into customers.
In this whitepaper, you will learn:
■■ How to put your content at the center of your customer
acquisition strategy and find publishing efficiencies across
all channels and platforms, including – surprise! – your sales
force.
■■ How to socially surround your content and make each piece
of content a meeting place for your customers and your brand.
■■ How to leverage that connection point as the meeting place to
nurture and establish meaningful relationships, and turn your
content into qualified customers.
3. 3
TURN YOUR CONTENT INTO CUSTOMERS
First, let’s frame the problem
Today’s organizations can tap into a host of tactics, channels,
and tools to connect with prospective buyers, including content
marketing, social networking, and real-time analytics. Consider
how content marketing alone is changing the B2B marketing
landscape. Today it accounts for 26% of B2B marketing budgets,
according to research conducted by the Content Marketing
Institute. Moreover, the Content Marketing Institute found that 60%
of marketers plan to increase their content marketing budgets over
the next year.1
And Forrester Research projects the US interactive
marketing spend (covering social media, email marketing, mobile
marketing, display and search marketing) to climb from 21% of
overall ad spend to 35% between 2012 and 2016.2
Even with the proliferation of channels and tools, companies
struggle to take advantage of the power of content marketing,
social networking, and real-time analytics. Why?
Marketing spends significant budget and grapples with manual,
inefficientprocessestodevelop,promote,andsharecontentacross
multiple channels due to a multi-step process using disconnected
tools. Once published, updating and tracking content across
social channels, owned assets, partner sites and search engines is
nearly impossible. And establishing return on content investment
is abstract, at best.
We gate our content. Joe Pulizzi at Content Marketing Institute
references statistics showing that by removing gates we can
increase downloads by 20x to 50x.3
Web forms essentially shut
the door on customers’ ability to engage directly with that valuable
content.
At the same time, salespeople take extra manual steps to follow up
with and engage prospective buyers because sales systems are
disconnected from the content that marketing publishes and the
rich social conversation happening around that content.
The New Marketing Norm
So, With All Those Challenges, How Can Marketers, Social
Marketers and Communications Professionals Amplify the Impact
of their Content?
1 Content Marketing Institute and MarketingProfs, B2B Content Marketing: 2012 Benchmarks, Budgets & Trends
2 Research, Inc., Interactive Marketing Forecasts, 2011 to 2016 (US).
3 Content Marketing Institute, “Tear Your Content Walls Down, Why Content Walls May Not Make Sense”, March 2009 http://
contentmarketinginstitute.com/2009/03/tear-your-content-walls-down-why-gated-content-might-not-make-sense/
Forrester Research
projects the US
interactive marketing
spend (covering social
media, email marketing,
mobile marketing,
display and search
marketing) to climb from
21% of overall ad spend
to 35% between 2012
and 2016.2
4. 4
TURN YOUR CONTENT INTO CUSTOMERS
To overcome these challenges, companies need a solution that
enables them to:
■■ Free The Content – Centrally deploy, manage and promote
content across all channels in real time: post once, deliver
everywhere. Social. Web. Partners. Search. Even your Sales
force. With just one click.
■■ Surround Content with Social Insights – Establish a new
model for customer acquisition that breaks the old web form
model.
■■ Connect At the Point of Customer Engagement – Be alerted
when someone interacts with their content, enabling follow-
up and engagement. Gaining insight into how their content is
viewed and shared.
■■ Deliver Social Selling – Push content published and insights
gained directly into the hands of the sales team for informed
follow up.
The Solution? PaperShare’s Real-Time Content
Publishing Engine
The answer is a simple, yet audacious, solution. With PaperShare’s
real-time content publishing engine, we’re turning customer
acquisition on its head by optimizing for content at the center of
customer acquisition, regardless of channel.
Put Content at the Center of Customer Acquisition
Content & context goes
everywhere
Measure across all
channels & engage with
viewers wherever they are
Social login connects
viewers to content
(and kills web forms)
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TURN YOUR CONTENT INTO CUSTOMERS
Our idea is built on three key concepts:
#1 – Real-time Publishing: Built on the power of the cloud,
PaperShare’s real time publishing engine allows companies to
uploadanunlimitedamountofcontent. Marketers,communications
professionals and salespeople can now manage the deployment
and updating of content. Users can also easily promote and
distribute their content library on any website or blog.
And with one click, your content is published across all of your
owned sites, your social sites, your blogs, search engines, your
partner’s sites, and even places you’ve never been able to publish
on before (including your Facebook company page!). At the same
time, an email is automatically generated alerting your marketing
and sales teams of new content, and with one click within an
email they can share across their own social channels – amplifying
the power of your content investment. And whenever content is
updated, the content library is automatically and instantaneously
updated on every site where it appears.
#2. Lead Generation Via Innovative Use of Social Login
(#DeathToTheWebForm): Any piece of content published by the
platform on any channel can be secured (and then accessed) by
placing a social login (Twitter, Facebook, LinkedIn) in front of the
content. This enables one-click frictionless lead collection without
the need for long lead generation forms that often have large
drop-off rates. Social login also provides authenticated viewer
information (versus one-off information that cannot be verified),
and opens up new ways to engage with prospects using social
networks.
#3. Social Sales Through Content Analytics & Engagement:
Information about content views and shares is presented within
a broader context that includes other content viewed, as well as
viewer and company connections, recommendations and reviews
by their peers. Companies can automatically feed this information
into their marketing and sales automation system. Additionally,
sales teams can be immediately updated when content is
published and insights are delivered on the social graph of the
content for more contextual engagement with potential leads. This
allows sales teams to take timely follow-up action on the actual
social channels that customers are viewing the content on – all
from a central dashboard.
With one click, your
content is published
across all of your owned
sites, your social sites,
your blogs, search
engines, your partner’s
sites, and even places
you’ve never been able
to publish on before.
6. 6
TURN YOUR CONTENT INTO CUSTOMERS
The Benefits of a Real-time Content Publishing
Engine:
With PaperShare’s vision of content as the disruptive force,
marketers and communicators can now:
Drive efficiencies and increase content marketing ROI through
real-time publishing. By storing, updating, and distributing content
from one spot, with one click, businesses can now publish with
greater reach and ease to places never before possible. Reach is
boosted by automatically — and intelligently — promoting content
across to all relevant owned, social and search channels, including
internal sales and marketing teams.
Makethewebformobsoletewithsociallogin(yes,yourcustomers
are cheering!). And by socially enabling all published content,
we’re delivering new insights and opportunities for engagement
with qualified leads.
Turn your content into customers. With your content at the core,
PaperShare’s engine allows you to make meaningful connections
with the audiences you want to reach. At the same time, marketing
andsalesteamsareupdatedascontentpublishesandisconsumed,
delivering qualified leads at the moment customers engage.
Our Customers Are Saying… Case Studies
According to Candyce Plante, Director of Marketing at GreenBytes,
“PaperShare has given us an integrated and automated work flow
that spans from content publishing on our social networks and
website all the way to our employees, partners, prospects and
their social networks. We are thrilled to have a new way to create
and nurture customer and partner interest using content.”
Anothercustomer,Scense,ahigh-techcompanyintheNetherlands,
gained the following results from using PaperShare:
■■ 30% increase in white paper and document downloads.
■■ Overall increase in reads and a sizable uptake in web traffic,
leading to a large influx of qualified sales leads and multiple
connections to a new ecosystem of partners.
■■ Heightened awareness of Scense outside of the Netherlands
due to the global reach and community on PaperShare.
“PaperShare has given
us an integrated and
automated work flow
that spans from content
publishing on our social
networks and website
all the way to our
employees, partners,
prospects and their
social networks. We
are thrilled to have a
new way to create and
nurture customer and
partner interest using
content.”
- Candyce Plante, Senior
Director of Marketing,
GreenBytes
7. 7
TURN YOUR CONTENT INTO CUSTOMERS
The Payoff: From Content to Customers
At its core, content marketing is about delivering the right
information to the right people at the right time. But it’s easier said
than done with today’s empowered buyers conducting research
online and turning to their peers instead of vendors for information
and advice.
PaperShare’s real-time publishing engine combines the promise
of content marketing with the power of social networking and real-
time analytics, making it possible for marketers to:
■■ Put your content investment at the core of your customer
acquisition strategy and drive amplified distribution and
consumption.
■■ Socially surround your content and make your content a
meeting place. Leverage content as a bridge to meaningful
customer relationships and empower your sales teams at the
point of content.
Easy To Get Started - 30 Day Free Trial
To understand how your business can benefit from the PaperShare
real-time publishing engine and get started, please visit
www.papershare.com to begin your 30 day free trial today. This
offering features support for unlimited content uploads, the ability
to publish once and update everywhere, premium analytics about
prospects and influencers, tools to engage with users, integration
with social networks and marketing automation software, and real-
time alerts to amplify your content reach via your sales and partner
team.
For more information, Contact PaperShare at:
■■ info@papershare.com
■■ 425-803-0962
1-Click Publishing Everywhere
One click automated publishing
to websites, social networks,
blogs, partner pages, search,
sales and marketing teams.
Premium Contextual Analytics
Know who is reading your
content, which channels they
came from, what else they
have read and any insights they
share.
Sales Force Amplification
Automated alert system for
sales and marketing teams,
allowing amplification of
content across their social
networks.
