White Blotch Research Paper
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7 Steps to Creating White Papers that Generate Leads
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By attaching 78 acoustic tags that create a unique "ping" or acoustic code for each tagged shark, the researchers were able to detect when the white sharks came within meters feet of a receiver. This allowed the researchers to discern their pattern of coastal movements in high detail. The tags revealed that often sharks had favorite sites where they would remain resident for up to days, although they occasionally would make brief visits to the other nearshore hot spots. They will occasionally visit one of the adjacent sites, but they always come back.
The team also was surprised to learn about new movements that the acoustic tags revealed in some nearshore locations. They found five white sharks were detected on acoustic receivers beneath the Golden Gate Bridge that originally were installed to listen for salmon, which migrate from the bay to the sea and back again. There are currently no detectors in San Francisco Bay, so there are no data to indicate how far or why the sharks crossed into the bay; however, seals and sea lions are in the region and could be potential prey for the large sharks.
Five sharks also were acoustically detected close to shore in Hawaii off Waialua Bay and Kualoa Point on Oahu, and off the coast of Kona. Genetics techniques were used to examine the relationships of the California sharks to all other white sharks examined globally. Studies of maternally inherited mitochondrial DNA sequences show that the populations are distinct, and suggest that the northeastern Pacific population may have been founded by a relatively small number of sharks in the late Pleistocene — within the last , years or so. The other populations of white sharks are concentrated near Australia and South Africa. Molecular geneticist Carol Reeb, a research associate at Stanford and coauthor of the paper, said, "If you had asked us a few years ago, we would have said white sharks found in California probably migrated throughout the Pacific.
Now, even though we know they travel great distances, their paths are surprisingly constrained to specific routes. This explains how a highly migratory marine species becomes a genetically isolated population. Hairy carpet beetle larva e are scavengers that feed on plant and animal products. They may be found in stored products or natural fibers, such as cotton or wool. These are highly specialized larvae; most live in water, soil, wood, or in decaying organic matter. Some species have distinct, usually dark heads while others do not. Legless larvae with distinct heads Most of these larvae are beetles or flies Diptera. Each of the pictures represents a larval type. The underside usually is flat while the upper side is rounded, giving them a humpbacked appearance.
There is a single fleshy leg at the front and back of the body. They are the immature stages of varies species of gnats. The thorax is wider than the abdomen and many species have a distinct air tube at the end of the abdomen. These larvae live in still water. They live in standing, stagnant water, and especially seldom used drains. They live in moist, decaying organic matter, especially accumulations of fallen leaves or dead grass. They are common in compost piles and decaying organic matter. Head mostly hidden or no distinct head These larvae either do not have distinct visible heads or the head is withdrawn almost completely into the thorax. They are fly larvae that with one exception live in wet or moist areas.
The distinct head is completely hidden within the thorax. These dingy gray larvae live in decaying organic matter. The dark head is withdrawn into the thorax but part of it usually is visible. These borers live in tree limbs, branches, and stems. Many flies have this larval type including blow flies, house flies, and fruit flies. They are good crawlers and resemble small caterpillars but lack a distinct head and legs of any sort.
There are thousands of variations of these basic forms but it is usually possible recognize its basic features and to place the specimen in one of the main groups. Help with larval identification is available thru your local Cooperative Extension office. For most companies, lead generation and growing lists of contacts for the sales and marketing teams are important activities. Attracting visitors to your site and offering them something of value in exchange for their contact information is a proven method for filling the top of your funnel. But for this type of inbound marketing to work, two things are needed: exceptional content that visitors are eager to acquire, and a method for gating or walling off that content behind a form. Many brands skip the first part and move straight to the second.
They quickly produce something mediocre and put it behind a form. The quality of your gated content serves as an indicator of the quality of your brand will affect your ability to turn prospects into customers down the road. So how do white papers fit into lead generation efforts? They may act either as lead generation tools themselves or can be used to direct readers to other parts of a website that captures lead information. Walling expert content off behind a form designed to capture personal details is one of the most common techniques for generating leads. Gated content is any content that a reader cannot access until after they input some personal information, such as their name and email address.
White papers and eBooks are two of the most common types of content used for this purpose. Typically, a company will create a landing page that includes a description — and perhaps a preview — of what information readers can expect to find inside. The landing page will include a form for visitors to enter their personal information and thus gain access. After entering the required information, visitors are either presented with a download button or receive the gated content in their inbox. While gating your best content is great for lead generation, there are some drawbacks as well.
Walling off your white paper will mean it gets read by fewer people as not everyone is willing to give away their contact details. An open-access white paper will be read by a wider audience. Gating it behind a form, however, will prevent search engines from indexing it. If the latter is more important, then gating is a great option. This can give you the best of both worlds by allowing your white paper to reach a wider audience while still retaining the ability to generate leads. Semi-gating gives readers a taste of your white paper without requiring them to give up any info. You can, for example, make the first few pages of your white paper open access, and then make visitors fill in a form to read more.
This works well because digital content is so abundant and brands must offer more for free or risk visitors turning elsewhere. Allow your white paper to reach a wider audience while still retaining the ability to generate leads. Offering more content for free also builds trust and brand loyalty among your readers. Semi-gating can help reach a wider audience, build trust and loyalty, increase lead quality, and still help you capture the contact information you need. Friction is anything that causes the sales process to slow down.
It can be caused by a multitude of things including poor design, confusing navigation, subpar copy, too many form fields, and more. Your ability to generate leads with a gated white paper will largely depend on how much friction is involved. Asking for more information than you really need is one common and unnecessary source of friction that can lead to losing potential readers. The entire field of conversion rate optimization is geared toward removing friction — or making user interactions easier. CRO specialists make forms simpler, navigation more intuitive, and design CTAs that are more likely to be clicked. Optimizing your landing page for conversions is a vital part of any lead generation campaign.
But the reality is, asking for personal information will always be an obstacle for a large number of people. So the key here is to make the process easy and noninvasive as possible. An excellent way to do this is by using social login to gate your white paper instead of a traditional form. This allows visitors to access your white paper with just one click. Not only does this dramatically reduce friction, but it also gives you more information about your leads. Create white papers and eBooks that integrate with your favorite CRM or marketing automation platform.
Get started. So, after following the tips in this guide, you create an engaging, informative white paper that inspires readers to take action and deepen their relationship with your company. Only, the traffic never comes… Where did you go wrong? You didn't think about your white paper distribution strategy. To get eyes on your white paper, you need to be smart not only about writing and design but distribution as well.
Distribution is all about identifying traction channels where your ideal customers consume content and making your white paper highly visible on those channels. Depending on the audience you defined in the beginning, some will be more relevant for you than others. People from all walks of life, and from all over the world, are on Facebook, Twitter, and LinkedIn. Ensuring that you share your content regularly on these platforms will give you a solid base of promotion on which to build. But it's not enough to simply write a post and tweet it into the void. Try to find communities like Facebook and LinkedIn groups where your target audience is likely to congregate.
Search for relevant hashtags on Twitter and Instagram. Find subreddits relevant to your industry. These days, influencers — people with large, engaged followings on social media and email — are better equipped to amplify your content than traditional journalists. They play a growing role in shaping public opinion and even in setting business trends. Shares from an influencer can even help you land spots in major publications the way press releases used to. Social media is the best place to find influencers in your vertical. When you investigate the best communities in which to promote your white paper, look for the content that people are already referencing and sharing. These are the people whose voices can amplify your brand. Start by interacting with them.
Begin a conversation, comment on their pieces with regularity, and give them feedback on their work. There are great tools, like Voila Norbert and ContactOut , to help you quickly track down email addresses. After building enough rapport, try offering to collaborate on future white papers or other types of content. This process can take some time because your goal here is to build a relationship. Eventually, you can ask an influencer to share your white paper. You might even consider quoting them in the white paper itself — anything that gives them an incentive to share your work is helpful. Pro tip: Try to find an expert in your white paper related subject and interview them. It will add value to your white paper and you'll increase the chance that the expert shares your content with his or her extensive network.
Email distribution has stood the test of time in this regard. It provides greater ROI than social , and it shows no signs of weakening. If the purpose of your white paper is lead generation, email marketing will not be applicable. But for boosting sales, building trust, and establishing your brand as a trustworthy source of information, it's important not to neglect your existing contact base. Although email may not have the appealing viral possibilities associated with social media, it does have other advantages. Namely, anyone who subscribed to your email list chose to be there. This means you can expect a higher level of engagement from this audience than those who come in via other channels. Capitalize on their loyalty and engagement by encouraging contacts to share your white paper with their networks and thus multiply your distribution efforts.
This was discussed in the previous section, but it's worth mentioning again here: another big advantage of Foleon's gating features is that when your existing contacts share your white paper with their contacts, those people will be confronted with a login form that will allow you to capture their info and expand your email list further. The techniques discussed above are essential items in your white paper distribution toolbox. The best way to distribute your white paper depends largely on your target audience and the industry to which your content speaks. Take some time to critically evaluate and research how knowledge is shared in your industry.
Every industry will be slightly different. Reaching people in these places is the best guarantee of effective distribution. As we've discussed, white papers can serve a variety of objectives. When it comes to content marketing, however, the most common use for white papers over the last several years has become lead generation. In chapter 6, we discussed how to bring readers to your white paper and capture their information. Once you've properly gated your white paper and set up a solid distribution strategy, it's time to think about how you'll handle the leads that come in. If not properly tracked and nurtured, leads will quickly become cold and won't lead to increased sales for your company. The actions your prospects take on your website can be indicative of what stage of the journey they're in.
For example, you may see someone read a blog post on your site, then come back a day later to get your white paper, and then finally sign up for a free trial or an email list. After that, they might decide to make a purchase. As patterns begin to emerge around the journey your customers take, you'll learn what actions on your part can help them to advance. There are many tools available to help you analyze this journey for yourself. Google Analytics is probably the most widely used.