3. Whitepapers explaining KPIs

While viewing webinars is a great way to get familiar with new concepts, when it comes to concepts that require repeated scrutiny, evaluation, and measurement, it’s better to have the information delivered in text. When the Emerging subscriber learns about KPIs, for instance, they’ll want to study a list of common KPIs and work through how each of those applies to their business. A whitepaper outlining these KPIs, and other measurement-based information, will allow the subscriber to work through the content at their own pace and reference the whitepaper while they apply the concepts to their business and look up the relevant KPIs. They can leave they whitepaper open for reference while they figure out how to track and improve their own KPIs. Similar to the webinar, the whitepaper should have one or several calls-to-action that the Emerging subscriber can use to apply the new knowledge immediately, as well as metrics that they can use to track what difference their actions make.