White Paper Promotions
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I worked on white papers over 25 years, and I learned what works (and what doesn’t). To help share my knowledge, I published 50+ issues of my newsletter on this site. As of September 2025, I’m now posting my quick tips and insights on Substack. And I post when I have something useful to say—not…
Read MoreGuest post: How to create 14 touchpoints from a single white paper
by Zachary Hyde, copywriter 2-minute read. Does your company think doing a white paper means dressing up a sales pitch with a pretty design and throwing it on your website? You’ll never generate an acceptable ROI that way. And you’ll be tempted to say, “We tried white papers, but they don’t work for us.” The…
Read MoreRepurposing: Your secret marketing weapon
I’ve worked on white papers, and I have a secret: Less than 1% of those white papers was ever repurposed. Only a tiny handful of my clients, large and small, ever thought about repurposing. And only when I mentioned it. A secret weapon for marketing That means repurposing can be a secret weapon for any B2B marketing…
Read MoreGating: There is a third option
Most discussions about whether or not to gate content are all or nothing. But did you know there’s a third option? You can think of this as a “middle way” or a hybrid. And it works very well for many companies, including my own. In an earlier post of this series, I discussed the best practices…
Read More18 must-do’s to promote a white paper
So you wrote a white paper. Now what? Now it’s time to get it in front of your target readers. And that means doing promotions. There are lots of ways to promote a white paper. In fact, my book White Papers For Dummies includes a list of 40 possible promotions. But not every tactic works for…
Read MoreTo gate or not to gate?
That is the question, for anyone involved in content marketing today. So what’s the best answer? As you know, “gated content” is a white paper, special report, or any other content you give to a site visitor after they complete a registration form. We’ve all filled in those forms. But do they work? Here’s a dirty little secret…
Read MoreMetadata: the best-kept secret in white paper SEO
Did you know: Three simple habits can instantly boost the SEO of your white papers? A client from a huge firm confided that their white paper downloads increased 16X after she started doing what I’m about to share with you. Read on to learn some exciting but little-known secrets about SEO and white papers. To…
Read MoreHow to repurpose a white paper by creating tweets
Here’s how to repurpose a white paper by creating tweets from the actual document. This is part 6 of our ongoing series on how to repurpose a white paper. You can find links to the first 5 parts of our series at the end of this article. We don’t think of social media as “content.” Rather, it’s a…
Read MoreHow to repurpose a white paper by creating a landing page
Here’s the final part of my series on how to repurpose your white paper. You can see the earlier parts here: Part 1 on the original white paper Part 2 on repurposing as a press release Part 3 on repurposing as a set of blog posts Part 4 on repurposing as a slide deck I…
Read MoreHow to repurpose a white paper into a slide deck
Here’s how to repurpose a white paper into a slide deck. This is part 4 of our ongoing series. For other posts in this series, see the links at the bottom of this post. A slide deck makes a good companion to any white paper, since the two are so different. For example, you can use…
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