Creating a compelling white paper is important, especially if you are selling a complex product or your sales target is one or more corporate levels away from the users they are buying for. If they don’t fully understand the problem you are solving and trust you to lead their team to an effective solution, you’ll never make the sale.
But it won’t do you any good to write a great white paper that no one ever sees. Distributing your white paper effectively and then promoting it as equally as important.
Here are some of the suggestions we give our clients after the white paper is complete.
Create a Landing Page
You can’t harvest hot leads if you don’t know who is downloading your white paper, so you should create a dedicated landing page on your website and use a registration form to collect some information from the people who want to download it. No need to ask for much, just enough to get in touch.
Leverage Social Media
If you’ve written a white paper that adds real value to the people you want to serve, it makes sense to tell them about it on social media. We make this easy by cascading out our white papers into feature articles, blog posts and social media posts. This serves as teaser content that drives traffic to your landing page.
Leverage your email list to promote your white paper to your subscribers. But also consider partnering with one of the trade publications. They have huge mailing lists and can promote your white paper much better than most companies can do on their own. We have relationships with the leading publications.
When we cascade out a white paper, we end up with7 blog posts that can be used on the company blog, on a company executive’s LinkedIn profile or somewhere else. By reaching out to industry influencers and thought leaders we help our clients explore opportunities for guest blogging or collaboration and help them share audiences.
Consider running paid advertising campaigns on platforms such as Google Ads or social media platforms to promote your white paper. Target your ads to reach your specific audience based on demographics, interests, and behaviors.
Our white papers are written so that the first half of the paper results in an excerpt suitable for the trade press, allowing our client to partner with industry publications to distribute their white paper to a wider audience. This can help you reach new readers and generate leads from different channels.
It’s still important to leverage design and formatting techniques to enhance readability and visual appeal, especially the cover, as that’s what many will see in your promotions.