Promoting whitepapers on social media

Promoting whitepapers on social media

By Eugene Struthers

22 April 2023 Re: Promoting whitepapers on social media

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How to promote whitepapers on social media

Learn the best tactics for promoting whitepapers on social media to reach a larger audience.

1. Identify Your Target Audience

Understanding the people who will benefit from your whitepaper is fundamental. Without a clear audience, your content might fall flat, or worse, fail to reach anyone at all. The more granular you get in identifying your target audience, the better.

Create Detailed Buyer Personas: A buyer persona is a semi-fictional representation of your ideal customer based on data and research. These personas help in crafting messages that resonate. For example:

Persona 1: Sarah, the CMO of a SaaS company looking for new strategies to improve lead conversion. She’s interested in insights about marketing automation.
Persona 2: John, the CTO of a mid-sized tech company who wants to understand how AI can enhance his team’s workflow.
Tailoring your whitepaper for Sarah and John would mean using different tone, keywords, and solutions. Sarah might be more interested in “streamlining marketing operations,” while John could be more drawn to “boosting team productivity with AI.”
Use Demographic and Behavioral Targeting: Social media platforms like Facebook, LinkedIn, and Twitter allow for specific targeting. For example, on LinkedIn, you can target professionals by job title, company size, and industry, allowing you to focus your whitepaper promotion on marketing managers or software developers in the tech space.
Align with Their Needs and Pain Points: What does your target audience struggle with? If your whitepaper addresses “How to Reduce Marketing Costs Through Automation,” it should appeal to those struggling with high marketing expenses. Tailoring your messaging to demonstrate how your whitepaper provides real solutions increases relevance and engagement.

2. Optimize Your Content

Great content is about both what you say and how you say it. With so much content circulating on social media, optimizing your whitepaper promotion is crucial for standing out.

Use Engaging Visuals: The brain processes visuals 60,000 times faster than text. In the world of social media, where scrolling is quick, visuals can capture attention immediately. For example:
Infographics: A visually compelling infographic summarizing your whitepaper’s key points (like statistics or important findings) could be shared on platforms like Pinterest or Instagram. You could create an infographic showing “5 Key Benefits of Artificial Intelligence in Marketing,” leading viewers to download your full whitepaper for more details.
Cover Designs: A professionally designed cover image can make a huge difference. If you’re promoting on LinkedIn or Facebook, a clean, sharp design will help position your whitepaper as high-quality content.
Craft a Captivating Headline: Think of the headline as your hook. It’s what grabs attention. Here are some examples of effective headlines:
“The Ultimate Guide to Mastering AI in Marketing: Download Our Free Whitepaper” (promises comprehensive insights).

“Are You Making These 7 Marketing Mistakes? Download Our Free Whitepaper to Find Out” (addresses potential pain points).

The goal of the headline is to make the reader feel like they can’t afford to miss out on what’s inside.

Write a Concise, Clear Description: Once the visual and headline grab attention, the description should clarify the benefits of the whitepaper. Instead of simply saying, “Download the whitepaper,” try something like:

“This free whitepaper offers actionable strategies to help marketing professionals reduce costs and improve ROI by 30%. Download it now and start optimizing your marketing today.”

3. Leverage Different Social Media Platforms

Each platform offers unique ways to connect with potential readers of your whitepaper. Let’s break down how to approach each of them:

LinkedIn: LinkedIn is the professional hub for sharing whitepapers, especially for B2B content. It’s a place where professionals are actively looking for industry insights.

Post Strategy: Share a detailed post summarizing key points of the whitepaper. Include a visual (perhaps the whitepaper cover or a relevant chart from the document) and link to the full document. For example, if your whitepaper is about improving customer retention through data analytics, your post might read:

“Did you know that companies leveraging customer data have a 20% higher retention rate? Download our latest whitepaper to find out how data-driven insights can revolutionize your customer retention strategy.”
LinkedIn Groups: Share your whitepaper in niche LinkedIn groups related to your industry. For instance, if your whitepaper focuses on “content marketing trends,” post it in content marketing or digital marketing groups where professionals actively discuss strategies.
Paid Ads: LinkedIn offers sponsored content that can be targeted to professionals based on their job titles, industry, company size, etc. For example, you could run an ad targeting marketing directors at tech companies, asking them to download your whitepaper on “Innovative Marketing Strategies for Tech Companies.”
Twitter: Twitter is ideal for quick, attention-grabbing snippets.
Threads: Create a Twitter thread where each tweet highlights a specific insight or finding from your whitepaper. This method can engage users and encourage them to click through to read the full whitepaper. For example:
Tweet 1: “#AI is revolutionizing the marketing industry. Here are 3 ways AI will impact your business in 2025 (🧵👇)”
Tweet 2: “1/ Personalized customer journeys will become a staple—leading to a 30% increase in conversions (source: our new whitepaper)”

Add a CTA at the end of the thread to download the full whitepaper.

Hashtags: Use hashtags related to your topic. For example, if your whitepaper is about digital marketing, hashtags like #MarketingTips, #SEO, #DigitalMarketing could attract the right audience.
Facebook: Facebook works well for community-building and engagement, particularly in groups.
Group Engagement: Share your whitepaper in industry-specific Facebook Groups, such as groups dedicated to small business owners or digital marketers. Write a post like:
“Are you a small business owner struggling to gain visibility online? Our free whitepaper provides actionable strategies to boost your brand presence—download now!”
Facebook Ads: Facebook Ads allow you to target very specific demographics. For instance, if your whitepaper addresses financial planning, you can target people aged 30-45 who have an interest in personal finance.
Instagram: Though Instagram is visual, you can still promote whitepapers creatively.
Stories: Use Instagram Stories to give a sneak peek of your whitepaper’s contents. Consider using a slide deck with key takeaways and a “Swipe Up” CTA linking to the full whitepaper.
Carousel Posts: Share multiple slides with key insights or stats from the whitepaper. This works well because it engages users to swipe through each slide, generating interest before they download the full whitepaper.

4. Leverage Paid Advertising

Paid ads allow you to target your whitepaper promotion to the most relevant audience and increase visibility.

LinkedIn Sponsored Content: A LinkedIn ad can drive leads effectively. For example, you might sponsor an ad targeting marketing managers in the software industry, offering your whitepaper titled “The Future of Marketing: 10 Trends You Need to Know.” The sponsored content could be paired with a link to a landing page where users can download the whitepaper in exchange for their contact information.
Facebook Ads: Use Facebook’s advanced targeting to narrow down your audience. For instance, if your whitepaper is about “reducing operational costs,” you could run Facebook ads targeting business owners and managers in industries like manufacturing or logistics.
Twitter Ads: Twitter’s promoted tweets allow you to extend the reach of your whitepaper. You can directly target users interested in your whitepaper’s topic by targeting keywords, interests, or even specific competitors’ followers.

5. Engage with Your Audience

Engagement is vital for nurturing relationships and turning passive followers into active readers.

Respond to Comments and Direct Messages: Let’s say you share a post about your whitepaper on LinkedIn. When users comment asking for more details, respond promptly, answering their questions and encouraging them to download the whitepaper for in-depth insights.
Host Webinars or Live Q&A Sessions: A live session on Facebook, Instagram, or LinkedIn allows you to discuss the findings in your whitepaper, dive deeper into the content, and interact with your audience in real-time. Promote the session in advance to generate buzz and offer the whitepaper as a takeaway for those who join.
Encourage User-Generated Content: Ask followers to share their key takeaways from your whitepaper or to discuss how they plan to implement the strategies you’ve outlined. For example, you can run a contest where users share how they’ve applied lessons from your whitepaper, and the best submission wins a free consultation.

6. Use Influencers and Thought Leaders

Influencer marketing in your niche can significantly expand your reach.

Collaborate with Industry Experts: Reach out to industry influencers and ask them to either promote your whitepaper or collaborate on content. For instance, an influencer in digital marketing might share your whitepaper with their audience, adding credibility and boosting reach.
Example: If your whitepaper is about “Advanced SEO Techniques,” you might partner with a well-known SEO expert who can share your whitepaper or even provide an endorsement.
Guest Posts: Write guest posts on blogs or websites where your target audience already engages. For example, if your whitepaper addresses marketing strategies, you could write a guest post on Content Marketing Institute’s website, with a link to your whitepaper at the end.

7. Repurpose Content

One of the most efficient ways to maximize the value of your whitepaper is to repurpose its content into different formats.

Blog Posts: Create a blog series based on the whitepaper’s content. For example, if your whitepaper is about AI in marketing, write blog posts about “How AI is Transforming Marketing Automation” and “The Role of AI in Personalizing Marketing Campaigns.” Each post can link back to the full whitepaper.
Infographics: Turn statistics and key points from your whitepaper into an infographic. This is especially effective for platforms like Pinterest or Instagram.
Podcasts and Video Summaries: Record a podcast or create a video summarizing your whitepaper’s key insights. You could even host interviews with experts mentioned in your whitepaper, offering even more value to the audience.

8. Track and Optimize Performance

To ensure that your social media promotion efforts are paying off, monitor key performance indicators (KPIs) and adjust strategies as needed.

Engagement Metrics: Track likes, shares, comments, click-through rates (CTR), and conversion rates (downloads). These metrics tell you how well your whitepaper is resonating with the audience and whether adjustments are needed.
A/B Testing: Test different headlines, visuals, and calls to action (CTAs). For example, you could test a post that says “Download Now” versus one that says “Get Your Free Copy.” Analyze the results to understand which drives better conversions.
Optimisation: Based on your results, tweak your content strategy. For example, if LinkedIn ads perform better than Twitter ads, allocate more budget to LinkedIn. If certain posts resonate more (e.g., data-driven posts), create more content like it.

By diving deeper into each tactic and providing concrete examples, this strategy gives you a comprehensive approach to promoting your whitepaper across social media. The key takeaway is that a multi-platform, well-targeted, engaging, and data-driven strategy will maximize your whitepaper’s impact and reach.

Practical example:

Certainly! Let’s look at a real-world example of how HubSpot, a company known for providing marketing, sales, and service software, successfully promoted a whitepaper on social media to generate leads and increase brand awareness.

Practical Example: HubSpot's "State of Inbound" Whitepaper

Background: HubSpot has been releasing its annual "State of Inbound" report for years. This report is essentially a whitepaper that provides insights into the current state of inbound marketing, including trends, strategies, and challenges faced by marketers and salespeople. The report is highly valuable to professionals in the digital marketing and sales industries, offering data-driven insights that help businesses improve their marketing and sales efforts.

Strategy: How HubSpot Promoted the Whitepaper

1. Target Audience Identification

HubSpot knows their target audience very well: marketing managers, CMOs, sales professionals, and business owners in need of data-driven insights into inbound marketing strategies.
They target companies of all sizes, primarily in the B2B sector, who use inbound marketing techniques to attract and convert leads.

2. Optimised Content for Social Media

Visuals: HubSpot used compelling visuals in their posts, often sharing infographics or snippets from the report with statistics that grabbed attention. Infographics are particularly useful in breaking down complex data into digestible visuals.
- Example: An infographic summarizing a key finding like “62% of marketers say inbound is their most effective lead generation strategy” was shared across social media.
Captivating Headlines: HubSpot created headlines like:
- “Discover the Future of Inbound Marketing: Download the Latest State of Inbound Report”
- “What’s Changing in Inbound Marketing? Find Out with HubSpot’s Annual Report”
Clear Call-to-Action: In every post, there was a clear CTA encouraging users to download the full report, such as “Download the Full Report Now” or “Get Your Free Copy Today.”

3. Leveraging Different Social Media Platforms

LinkedIn:
- HubSpot used LinkedIn extensively to target marketing professionals and decision-makers.
- Sponsored posts and ads were placed on LinkedIn, specifically targeting job titles like “Marketing Director,” “CMO,” and “VP of Marketing.” They also targeted companies in industries like software, technology, and B2B services.
- In the post, HubSpot shared key findings from the whitepaper, such as trends in content marketing, and included a link to download the full report in exchange for email addresses.

Twitter:
- HubSpot used Twitter to share bite-sized insights from the report, linking to the landing page for the full whitepaper.
- They used relevant hashtags like #StateOfInbound, #MarketingTrends, and #DigitalMarketing to increase reach.
- Example Tweet: “In 2025, 60% of marketing budgets will shift toward inbound strategies. See the full trends in our #StateOfInbound report: [Link to landing page].”

Facebook:
- On Facebook, HubSpot shared shorter excerpts and videos summarizing the whitepaper’s key findings.
- They also ran targeted Facebook Ads aimed at marketers and small business owners.
- The ads featured headlines like “Get the Latest Insights into Inbound Marketing Trends for 2025.”

Instagram:
- Instagram posts included visuals from the report in carousel format, showing different statistics and insights in a visually appealing way.
- Stories were used to drive awareness with a "Swipe Up" feature linking directly to the landing page for the whitepaper.

4. Paid Advertising

HubSpot used LinkedIn Sponsored Content and Facebook Ads to expand the reach of their whitepaper to a broader audience, ensuring it was seen by marketing professionals across various industries.
For example, they promoted a post with a quote from the whitepaper, such as “Inbound marketing is expected to grow by 15% in the next year,” and paid for it to be shown to LinkedIn users who fit their target criteria, such as job titles in marketing and sales.

5. Engagement with Their Audience

Webinars and Q&A: To engage directly with their audience, HubSpot hosted webinars discussing the key findings from the report, featuring experts who explained the trends in greater detail.
Social Media Interaction: HubSpot actively engaged with comments on their posts, replying to questions and discussing the findings from the report with followers.
- For instance, if a user commented on a LinkedIn post asking for more details on a specific trend from the report, HubSpot would reply with insights and invite them to download the full whitepaper for more information.
User-Generated Content: HubSpot encouraged followers to share their thoughts on the report and how they plan to implement its findings in their marketing strategies. They used the hashtag #StateOfInbound to collect all related posts and discussions.

6. Influencers and Thought Leaders

HubSpot often collaborates with industry influencers to boost the credibility and reach of their whitepapers. For example, they partnered with marketing thought leaders to host live discussions or share snippets from the report in their own social media channels.
These influencers typically have large followings in the marketing community and were able to amplify HubSpot's whitepaper by promoting it through their own channels.

7. Repurposing Content

HubSpot repurposed the content from their whitepaper in multiple formats:

Blog Posts: They wrote blog posts that summarized key trends from the report, linking back to the full whitepaper for more detailed information.

Infographics: Data-heavy sections of the report were turned into easily digestible infographics that could be shared on Pinterest, Instagram, and LinkedIn.
Podcast Episodes: HubSpot recorded podcast episodes discussing the insights and trends found in the report, often inviting industry experts to join in the conversation.
Video Content: Short videos explaining certain statistics or recommendations from the whitepaper were shared across social media platforms.

8. Tracking and Optimising Performance

HubSpot tracked the performance of their whitepaper promotion using social media analytics tools and Google Analytics to measure engagement, downloads, and lead generation.
Metrics Monitored:
- Click-through rate (CTR) for each post.
- Conversion rate (how many people downloaded the whitepaper after clicking on the CTA).
- Engagement metrics (likes, comments, shares).
Based on the results, HubSpot adjusted their targeting. For example, if they found that a certain type of post on LinkedIn (such as a detailed case study from the report) led to higher engagement, they would boost similar posts.

Results:

Lead Generation: The "State of Inbound" whitepaper consistently generated thousands of new leads each year for HubSpot. By gating the whitepaper (requiring users to provide their email to download it), HubSpot was able to capture valuable contact information that they could use for nurturing leads.
Brand Awareness: The whitepaper served as a highly shareable asset across social media, contributing to HubSpot's brand recognition within the marketing and sales industries.
Engagement: By actively engaging with their audience and repurposing the content, HubSpot created a conversation around the report that extended beyond a simple download. The discussions and interactions helped cement HubSpot’s position as a thought leader in inbound marketing.

Key Takeaways from HubSpot's Strategy:

Targeting: HubSpot effectively targeted the right audience on the right platforms (LinkedIn for professionals, Twitter for trends, Instagram for visuals).
Visual Appeal: They used infographics and visuals to make complex data easily digestible and shareable.
Multi-Platform Strategy: HubSpot tailored its content to suit the format and audience of each platform while maintaining a consistent message.
Engagement: Active engagement with followers—responding to comments and hosting webinars—helped build trust and increase conversions.
Repurposing Content: HubSpot maximized the value of the whitepaper by repurposing it into various formats, ensuring its reach was broad and consistent.

In summary, HubSpot’s promotion of its “State of Inbound” whitepaper is a textbook example of how to successfully leverage social media for whitepaper marketing, leading to increased leads, brand visibility, and authority in their industry.

Another practical example:

Let's take a look at Salesforce, a global leader in CRM (Customer Relationship Management) software, as an example of a company effectively using social media to promote a whitepaper.

Practical Example: Salesforce's "State of the Connected Customer" Whitepaper

Background: Salesforce releases annual reports like the “State of the Connected Customer” to provide insights on how customer expectations and behaviors are evolving in a digital-first world. These reports focus on the shift toward personalization, the growing importance of customer experience, and the role of technology in shaping customer interactions. The whitepaper offers valuable, data-driven insights for marketers, customer service professionals, and business leaders.

Strategy: How Salesforce Promoted their Whitepaper

1. Target Audience Identification

Who are they targeting?
- Salesforce targets professionals in marketing, sales, and customer service roles at both large and small businesses, across various industries such as retail, financial services, healthcare, and technology.
- Their audience includes both B2B and B2C decision-makers who want to understand how to improve customer experience and better serve their customers using Salesforce tools and strategies.
Buyer Personas:
- Persona 1: Sarah, the Marketing Manager at a retail company who wants to understand evolving customer expectations.
- Persona 2: Tom, the VP of Sales at a SaaS company who is focused on improving customer engagement and leveraging data-driven insights.

2. Optimized Content for Social Media

Visuals: Salesforce used rich, eye-catching visuals to highlight the key findings from the report, such as charts, graphs, and infographics. These were used to communicate complex data in a simple, digestible way.
- Example: An infographic showcasing "5 Key Trends in Customer Experience" from the whitepaper, which was shared on Instagram and Twitter.
Headline: The headlines used in the social media posts were direct and compelling, designed to immediately catch attention.
- Example: “The Future of Customer Engagement: Discover the 2023 Trends” or “How Are Your Customers Changing? Download the Latest Customer Insights Report”.
Clear Call-to-Action (CTA): Each post included a clear and actionable CTA like “Download the Full Report Now” or “Learn How to Stay Ahead of Customer

Expectations – Get the Whitepaper”.

3. Leveraging Different Social Media Platforms

LinkedIn:
- LinkedIn was a primary platform for Salesforce’s promotion because it’s heavily populated by professionals in the business and tech industries.
- Sponsored Posts: Salesforce ran LinkedIn ads targeted at senior-level professionals in marketing, sales, and customer service. They tailored these ads based on job titles, industries (e.g., retail, finance), and company sizes, ensuring they reached the right decision-makers.
  - Example LinkedIn Ad: “See how top brands are delivering personalized customer experiences in the 2023 State of the Connected Customer Report. Download it now!”
- Organic Posts: Salesforce also shared organic posts summarizing key findings from the report, asking questions like, “How are your customers engaging with your brand in 2023?” and linking to the full report for more insights.
- LinkedIn Groups: They posted within relevant LinkedIn Groups (such as "Customer Experience Professionals" and "B2B Marketers") to engage with a more niche audience.

Twitter:
- Salesforce used Twitter to share bite-sized insights and statistics from the whitepaper to engage followers. The key findings were shared as individual tweets, each containing a link to download the full whitepaper.
- Example Tweet: “73% of customers expect companies to understand their needs. Get the full insights from our latest State of the Connected Customer report. Download here: [Link]”
- They also used trending hashtags such as #CustomerExperience, #CXTrends, and #StateOfTheConnectedCustomer to extend their reach.

Facebook:
- Salesforce used Facebook to run targeted ads, as well as share posts within their business-focused Facebook pages.
- Example post: “How are customer expectations changing in 2023? Download the full report to find out how you can prepare your business. #CustomerFirst”
- They ran paid ads targeting business owners, customer service leaders, and marketing professionals.

Instagram:
- On Instagram, Salesforce leveraged carousel posts and Stories to break down key findings and trends in a visual format.
- They used Instagram Stories to share key statistics from the report, with a “Swipe Up” link to download the full whitepaper.
- Example Story: A series of slides showing a key insight like "Personalization is key: 65% of customers expect companies to offer personalized recommendations," followed by a CTA to download the full report.

4. Paid Advertising

Salesforce ran paid social media ads across LinkedIn, Twitter, and Facebook. These ads were designed to capture leads and drive traffic to the whitepaper landing page.

Facebook Ads: Focused on business owners and marketing managers.

Twitter Ads: Promoted tweets targeting users interested in customer experience, CRM, and marketing technology.

LinkedIn Ads: Specifically targeted senior professionals in marketing, sales, and customer service.

5. Engagement with Their Audience

Response to Comments and Questions: Salesforce made sure to engage with users who commented on their social media posts. They responded to queries like “What industries are most affected by these trends?” with insightful responses and encouraged people to download the whitepaper for more detailed information.
Polls and Surveys: Salesforce conducted interactive polls or surveys on social media to gather feedback or spark conversation around key topics in the report. For instance, on Twitter or Instagram Stories, they might run a poll like “Do you think customer experience will become more important than price in the next 5 years?” This helped to stir engagement and drive more downloads of the whitepaper.

6. Influencers and Thought Leaders

Salesforce collaborated with industry influencers and thought leaders in the customer experience and CRM space. Influencers in these spaces are trusted by Salesforce’s target audience and have a significant following.
These influencers helped to share Salesforce’s whitepaper with their audience, often offering a review or discussion on its findings. This provided additional credibility and reach.
- Example: A well-known customer experience expert might tweet something like, “The future of CX is all about personalization. Learn more in Salesforce’s 2023 report: [Link to whitepaper].”

7. Repurposing Content

Salesforce effectively repurposed content from the whitepaper into various formats to keep their message fresh and engaging.

Blog Posts: They published blog posts summarizing key insights from the whitepaper, each of which included a CTA to download the full report.

Webinars: Salesforce hosted webinars discussing the findings from the report, featuring Salesforce executives or guest speakers from major brands who talked about how they are adapting to customer experience trends.
Videos: Salesforce created short videos that explained some of the key findings from the whitepaper and were shared on platforms like LinkedIn, Facebook, and Instagram.
Infographics: They turned key statistics and insights from the whitepaper into infographics and shared them on visual-centric platforms like Instagram and Pinterest.

8. Tracking and Optimizing Performance

Salesforce used analytics tools to track the effectiveness of their social media promotion. They paid close attention to metrics such as:
- Click-Through Rate (CTR): How often people clicked on the links to download the whitepaper.
- Conversion Rate: How many people downloaded the whitepaper after clicking on the link.
- Engagement: The number of likes, shares, comments, and retweets on social media posts.
A/B Testing: Salesforce ran multiple versions of ads and social media posts with different CTAs and visuals to see which had the highest engagement. For example, they tested two versions of LinkedIn ads—one focused on the industry trends and the other on customer experience—so they could optimize future campaigns based on the results.

Results:

Lead Generation: By targeting the right audience across various platforms, Salesforce saw a significant increase in downloads for the whitepaper. They not only captured leads from their social media promotions but also continued to nurture those leads with additional content and offers.
Brand Awareness: The whitepaper’s promotion on social media helped Salesforce increase its brand visibility in the customer experience and CRM space, establishing them as a thought leader.
Engagement: The interactive nature of their social media posts, including polls, comment discussions, and live webinars, created a strong sense of community and engagement around the whitepaper.
Credibility Boost: The involvement of influencers and industry experts amplified Salesforce’s message, increasing trust and encouraging more people to download the whitepaper.

Key Takeaways from Salesforce's Strategy:

Targeting: Salesforce carefully tailored its social media strategy to target the right audience based on job title, industry, and role, ensuring that their whitepaper reached decision-makers in marketing, sales, and customer service.
Visual and Interactive Content: By using infographics, videos, and interactive polls, Salesforce made the content more engaging and easier to consume.
Cross-Platform Promotion: Salesforce leveraged multiple social media platforms (LinkedIn, Twitter, Facebook, Instagram) with platform-specific content strategies.
Repurposing: Salesforce effectively repurposed their whitepaper into blogs, webinars, and videos, ensuring that their message reached a wider audience.
Data-Driven Optimisation: Through the use of analytics, Salesforce continuously refined its strategy, ensuring that they optimized their approach for maximum results.

In summary, Salesforce’s promotion of their "State of the Connected Customer" whitepaper is a great example of how a company can effectively leverage social media marketing to drive engagement, generate leads, and establish thought leadership.

Bio

Eugene Struthers creates engaging SEO web copywriting content that helps businesses find their voice, spread their message and tell their story. Eugene’s mission is to create eye catching copywriting content that converts visitors into your loyal customers.

Freelance journalist | Eugene Struthers | Copywriter | England

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