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P.A.R.E.: The four pillars for successful whitepaper lead generation campaigns
Journal of Brand Strategy,
11
(4),
378-385
(2023)
Abstract
The authors’ team specialises in creating lead generation campaigns for clients across various industries. But after creating many white paper lead generation campaigns, they discovered that some were wildly successful in terms of low cost per lead (CPL), while others were not. In attempting to answer the question ‘why are these white papers successful?’, they compared the titles of their successful and unsuccessful white paper topics and found that the titles of all the successful white papers had four things in common: people, applicability, relevancy and emotion. Thus, the P.A.R.E. method was born. This paper explains lead generation, white papers and the P.A.R.E. method to help marketers create successful white paper lead generation campaigns. Also provided are a few examples of where the P.A.R.E. method was applied to demonstrate its effectiveness in creating an attractive lead generation campaign that captures many leads at a low cost.
Keywords: lead magnets; lead generation; social media advertising; Facebook ads; e-mail marketing
The full article is available to subscribers to the journal.
Author's Biography
Jason Hunt has been monetising online traffic since 2012, and in 2019 he merged his Social Media Agency with a leading search engine optimisation (SEO) company to form Merged Media. He got his feet wet in digital marketing when he used MySpace to gain fandom for his Japanese rock band in 2007. Fast forward to 2023, and Jason’s Guelph, Ontario, Canada-based agency works as the outsourced Chief Marketing Officer (CMO) for local and international brands. Jason has founded several digital businesses and has partnered with others, including a real estate investor magazine, landscaping franchise and a travel company. He has an extensive background in Social Media advertising and has spoken at digital marketing events around the globe, including Ad World, The Digital Marketing International Expo and The Affiliate Summit.
Dave Kerr is a Liverpool FC supporter, photographer and leader in digital marketing, having managed, scaled and optimised ad campaigns and growth strategies for hundreds of local, online and international businesses across dozens of industries.
