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How I Wrote a White Paper That Got 800 Downloads artwork
Pipe Dream | A B2B Marketing Podcast

How I Wrote a White Paper That Got 800 Downloads

  • S1E2
  • 11:41
  • August 20th 2020

Ask any CEO or Commercial Manager of a B2B organization the #1 objective for their marketing department and chances are the response will be "leads".

In this episode, I recount the tale of a fun piece of content I worked on that ended up netting 800 unique downloads and scoring 27 pieces of coverage in the trade media.

I run through the exact process of what we pulled together; how it was distributed to our clients and the press; the tools we used that saved hours of work; and some key learnings on what I'd do differently next time.


Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?

Head over here: b2bbite.substack.com

You can also follow me on LinkedIn.

Head over here: linkedin.com/in/jasonbradwell/

Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.

Head over here: calendly.com/jasonbradwell/30-minute-consultation-call

Pipe Dream | A B2B Marketing Podcast

Pipe Dream profiles the B2B companies that have cracked the code on audience-driven marketing, building podcasts, newsletters, and content channels that don't just generate awareness, but actually drive qualified pipeline.

Host Jason Bradwell, founder of B2B Better, sits down with the marketers and founders who've shifted away from traditional demand gen tactics to build their own audiences. Each episode breaks down the numbers, the conversion systems, and the tactical decisions that turn listeners into buyers.

This isn't a show about marketing theory or best practices. It's about what's actually working right now: how much it costs, what converts, and why owned audience beats rented attention every single time.

If you're tired of vanity metrics and want to understand how to build a content engine that drives real revenue, this is your show.

New episodes... all the time.

Learn more at http://www.b2b-better.com