If you’re still using PDFs to deliver your content, you aren’t getting a clear picture of ROI. That’s because PDFs offer almost no insight from analytics, subpar mobile experiences, and limited impact on SEO. We’re on a mission to change B2B marketing forever — and, lucky for you, we’ve got a solution. In this e-book, you’ll learn about the shortcomings of PDF delivery and how the Lightpaper, in contrast, offers: — Easy-to-edit HTML, allowing you to adapt and change your content in real-time — Improved search engine optimization (SEO) to help improve your rank — Mobile readiness, offering a truly user-friendly experience on any device — Flexible lead capture form options that will improve demand generation and engagement with your content — Real-time, powerful analytics that will show you the true ROI of your content marketing campaigns — Interactive engagement, leveraging animation, embedded video, polls, quizzes, ROI calculators, and more — Powerful lead insights that will bring best practices in digital marketing seamlessly to your content campaigns

1. THE WHITE
PAPER IS DEAD:
TAKE YOUR CONTENT
MARKETING STRATEGY
FURTHER WITH THE
LIGHTPAPER

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As a B2B marketer, you’re responsible for
developing effective content to generate leads,
but there’s a problem:
You know very little about how your audience
is actually engaging with your content.

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We know the struggle — engage your
audience, measure the impact of your efforts,
and maintain a dynamic resource library that
interests your prospects. And do it yesterday.
Sound familiar?

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IF YOU’RE USING PDFS TO DELIVER
YOUR CONTENT MARKETING ASSETS,
YOU AREN’T GETTING A CLEAR
PICTURE OF ROI.

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PDF delivery of white papers is sorely
lacking, offering almost no insight into
analytics, a subpar mobile experience,
and limited impact on SEO.
Luckily, we have a solution.

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Let’s take a look at where PDFs are dropping the ball, and how the
Lightpaper has answers to some of your common concerns:
PDF DELIVERY LIGHTPAPER DELIVERY
Static file — no interactivity, video, or animation
Relatively large file size for email sharing and downloads
Limited or no visibility into page-level analytics
Difficult to view on mobile, requiring pinching and resizing;
may not be downloadable on some devices
No indexed copy for SEO
Easy to print
Fully branded design possibilities
Familiar interface
Seamless hosting of interactive components like quizzes,
polls, ROI calculators, video, and animations
Sharing is easy with a simple click — no email attachments
or clunky downloads
In-depth analytics capabilities, from views, clicks, heatmaps,
social sharing, and unmatched video insights — providing a
clear picture of content engagement
Optimized for an intuitive user experience across all devices
Each word of your carefully written thought leadership
assets is indexed for search engines
Flexible gating throughout your content — customizable on
any page, at any point in the reader’s experience
Easy to print
Fully branded design possibilities
Familiar interface
Gated landing page before download or preview of PDF

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VERSATILE HTML
When you publish content, you need to be ready to make
adjustments at a moment’s notice to extend the life and value
of your content. Whether it’s adding new research or fixing a
misplaced comma, editing PDFs is cumbersome and can cost you
precious time in a space increasingly dependent on adaptability.
The Lightpaper hosts your content with
versatile HTML that can be edited efficiently
in real time.

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SEO POWER
Content marketing relies on search engine optimization
(SEO) to be an effective source of new leads and to impact
brand awareness. How can your thought leadership and
marketing assets help you get found if they’re not indexable
by the search engines that your buyers are using to
research vendors? It’s simple: They can’t. Don’t let good
content languish in a vacuum.
The Lightpaper ensures that each word of
your content is discoverable by search.

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MOBILE READINESS
Mobile now makes up 51 percent of email opens (Litmus).
40 percent of people abandon pages that take more than
three seconds to load (Forrester Consulting 2009 Study
Commissioned by Akamai Technologies).
Only 26 percent of marketers say they’re ahead of the
mobile curve [Society of Digital Agencies (SoDA) 2013
Digital Marketing Outlook by Econsultancy].

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B2B vendors have only scratched the surface of responsive
design. But with more than 6 billion smartphones in the world
and mobile traffic increasing every day, don’t you wish there
were a better way to reach, engage, and measure mobile
users? There is — and with true platform diversity, your
content will really sing.
The Lightpaper presents your content in a
truly mobile-ready format — that means no
more pinching, downloading, or squinting.

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FLEXIBLE GATING WITH LEAD FORMS
With the increasing demand to drive leads, you may be wondering
how gating works within a Lightpaper. With PDFs, the process
seems simple enough — gated landing page, thank-you page, PDF
download, repeat. But what if you could engage your users with
your content — and then ask them to raise their hands? How much
more effective could your content marketing campaigns be with
flexible and dynamic gating?

12. With the Lightpaper, you can gate any page
within your resources and leverage the same
dynamic content and progressive profiling
you use on your existing landing pages
through your marketing automation system.
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IN-DEPTH ANALYTICS
With the standard gated PDF download process, your
view of analytics stops at the download. But how would
you change the way you market to your buyers if you
knew how they interacted with your content? What if you
could know how many pages of your white papers your
buyers actually read and where they get lost, see visual
heatmaps of how far they read, and understand which
parts are inherently social?
Wouldn’t that change everything?

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We thought so, too. Stop blindly marketing
and relying on the limited analytics
capabilities of PDFs.
The opportunities for measuring the
effectiveness of your content are endless
with the unmatched analytics capabilities
of the Lightpaper.

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INTERACTIVE ENGAGEMENT
Content is king.
And although 64 to 81 percent of B2B marketers use
white papers and articles as part of their content
marketing strategies, only 59 percent believe they are
effective.1 The same study found that large companies
cite “creating engaging content” as their biggest
marketing challenge.
1. B2B Content Marketing 2014 Benchmarks, Budgets, and Trends. North America. MarketingProfs and Content Marketing Institute.

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If you’re struggling to engage your audiences with the content
you create, it might be because of the static nature of PDFs.
Today’s B2B buyers are presented with such an overwhelming
amount of content from various sources that another download
often requires prior trust in the source or exposure to the brand.
The Lightpaper presents your content in a truly
engaging way — leveraging interactive polls,
quizzes, embedded video, ROI calculators,
and animations.

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POWERFUL LEAD INSIGHTS
You work hard to create the content that fuels your
marketing programs. But if you’re still housing PDFs behind
gated landing pages, your lead insights likely stop at the
download. Meanwhile, marketing automation has made
huge strides in capturing anonymous user data from
your website, delivering intuitive dynamic content and
progressive profiling within lead forms. What if you could
get the same insight from your visitors within your content
marketing assets — arguably the most shareable element
of your website?

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BECAUSE THE LIGHTPAPER IS HOSTED ONLINE,
YOU CAN UTILIZE THE LATEST INNOVATIONS
IN MARKETING — INCLUDING RETARGETING,
ANONYMOUS VISITOR INFORMATION, DYNAMIC
CONTENT, AND MORE.

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The Lightpaper will change the way you engage your
audience — with an abundance of analytics, mobile
optimization, and content ready to be crawled by
the search engines that can often determine your
demand-generation fate. Your next white paper
could be a Lightpaper.

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CONTACT THE STARR CONSPIRACY TO GET STARTED BY
EMAILING MARK@THESTARRCONSPIRACY.COM OR GIVE
US A CALL AT 817-204-0400.
WE’LL BE EXPECTING YOU.
Check out THELIGHTPAPER.COM to see it in action.
Or take a look at The Starr Conspiracy Intelligence
Unit’s most recent Lightpaper, LEARNING
TECHNOLOGY: THE BRAND REPORT, 2014.

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ABOUT THE STARR CONSPIRACY
You shouldn’t have to pay an agency to get to know your industry. The Starr
Conspiracy already knows your market segment, who you are, and where you
fit in. We’re a strategic marketing and advertising agency devoted exclusively to
enterprise software and services. When you partner with us, it’s to build market
share, multiply brand awareness, and drive sales leads — not to bone up on the
basics. We’ve been “out there” for more than a decade, so you can hit the ground
running. Founded in 1999 and located in Fort Worth, Texas, The Starr Conspiracy
has won eight best places to work awards and countless creative awards.
Visit us on the Web at www.thestarrconspiracy.com.