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 every audience.
So here’s a table that lists all the promotions I consider must-do’s for every white paper. These tactics are listed more or less in chronological order.
So I recommend that you work through this table from top to bottom.
|1||Create an effective landing page|
|2||Feature your white paper prominently on your website|
|3||Mention it in your newsletter (if any)|
|4||E-mail it to your sales force (if any)|
|5||E-mail it to your channel partners (if any)|
|6||E-mail it to your house list of prospects and clients|
|7||Tweet about it on Twitter|
|8||Post about it on your blog|
|9||Repurpose it as 2 or 3 blog posts *|
|10||Announce it to any appropriate LinkedIn groups|
|11||Publish a press release about it *|
|12||Send press release + white paper to journalists & analysts|
|13||Send press release + white paper to bloggers|
|14||Get it mentioned in channel partner newsletters (if any)|
|15||Post it on free white paper sites or forums|
|16||Repurpose your white paper as a slide deck *|
|17||Send your slide deck to your sales force (if any)|
|18||Send your slide deck to your channel partners (if any)|
|* Ask your white paper writer to create these|
Everything leads to the landing page
Creating an effective landing page is must-do #1 for any white paper promotion.
That’s because almost every other tactic you implement leads to that landing page.
Most of the people you tell about your white paper will use your landing page to access it.
And that’s the link they will use to pass on the word.
Without one, where can interested prospects go to find and download your white paper?
But you must make a landing page that works.