Tentoo has specialized in providing holistic HR, payroll and freelance services for 25 years. Their mission is clear: making entrepreneurship easier by eliminating worry, risk and obstacles for both freelancers and their employers. Since early 2017, Tentoo has used Instant Magazine for the development of interactive white papers, and now increasingly for a variety of additional applications. In this case study, we interview Maquiro Hofstra, Communication Specialist at Tentoo.
"Interactive white papers gated with social login gives us far more insight into our readers than PDFs gated behind a regular form. Also, they look great on any type of device. Win, win!"
Reached the desired number of leads 5x faster than the PDF version
Of all readers, 55% read the entire white paper
65% of readers use the social login feature
Why an interactive white paper?
Tentoo aims to be a "knowledge partner." We're eager to share our expertise with the labor market and provide solutions to problems encountered by entrepreneurs. We therefore write lots of white papers on a variety of related subjects. We used to share these in PDF format, but these had a few disadvantages:
- PDFs are not interactive or responsive
- You can't collect analytics on what gets read and what doesn't
- When a PDF is downloaded, it's freely redistributable
Interactive white papers solve all these limitations. They’re attractive and responsive. Reader behavior is measurable in granular detail so we know what to improve in future versions.
How do you use your interactive white papers?
With white papers as digital publications we want to gain insight into our readers' behavior. Which sections of our white paper are successful and which ones aren't? Where do users drop off? Basically, we wanted to determine whether interactive digital white papers succeed more than the PDF versions.
When do you consider a white paper a "success"?
Eventually we plan to define a concrete customer conversion goal, but it's still too early. Currently, our goal is to have a minimum of 150 downloads within four months.
Why Instant Magazine?
That was a simple choice. We were looking for a solution by which we could present our white papers in a visually attractive way, and also measure the results. Instant Magazine is perfect for this. The usability of the platform is very intuitive. You can quickly create digital publications that fit your house style without much prior design expertise.
How was the transition from static PDFs to interactive publications?
Instant Magazine helped us a lot. They used content from our preexisting PDF white papers to make our first beautiful digital ones. Since then, we've started making all our white papers in-house. The learning session Instant Magazine provided helped us discover and understand all the features and possibilities.
How do you handle distribution?
We've used our website, our newsletter and our digital customer portal. Our partner, ikwordzzper.nl, has also helped distribute our white papers via their website and newsletters. After our first promotion in their newsletter, we saw a huge spike in the number of new leads: an astounding 87 unique requests in just 4 days!
How have people reacted?
We’re still investigating reader responses, but internally everybody is really excited. Our communications team now continuously receives requests from other departments for new interactive publications. They want to use Instant Magazine not just for white papers, but for vacancies, presentations, internal communications, event invitations and reviews, just to name a few! This shows how versatile Instant Magazine truly is as a solution.
What have been the results?
In five weeks time (during summer vacation), our white paper was requested 140 times. That's nearly as often as our PDF was requested in the five months prior! This is partly thanks to the promotion efforts of our partner, but the social login option has undoubtedly contributed.
Social login makes it easier to access the white paper and also gives us more info on our readers than a plain form would.
In addition, using social login reduced our number of fake leads. Previously, 10% of our white paper leads were ‘fake’ (i.e. readers would provide a bogus email or phone number when filling out our form). With social login, we totally avoid this problem because users have to use their social profile to get in. Now the information we collect is virtually always correct as very few people have a fake Facebook or LinkedIn profile. Win, win!
We can now see that the white paper is actually read quite thoroughly — something we could never measure with a PDF. Two-thirds read all the way to the last page, and people spend quite some time on each page. You could definitely say this has proven to be a huge success.
Has the goal been achieved?
Yes, without a doubt!
What are your plans for the future?
We now plan to replace all our PDF white papers with digital interactive versions and gate them with social login. We’re also going to start using Instant Magazine for other things like brochures, reports, customer magazines, event magazines, job vacancies and our internal personnel magazine.
What tips do you have for other Instant Magazine users?
Be consistent in your story with both text and images. Both elements should reinforce and support each other. Also, make sure to test your digital publications on mobile devices like phones and tablets. Give plenty of thought to distribution. It would be a pity to create a beautiful white paper that never gets seen.Open white paper
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