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So you wrote a white paper. Now what?

Now it’s time to get it in front of your target readers. That means promotions.

There are many 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.

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So here’s a table that lists all the promotions I consider must-do’s for every white paper.

This table also gives a rough guide on how much effort and money each one takes to implement.

These tactics are listed in chronological order, so I recommend that you work through this table from top to bottom.

 # Promotional Tactic Effort Cost
 1 Create an effective landing page Medium Low
 2 Feature the white paper prominently on your website Medium Low
 3 Mention it in your newsletter (if any) Easy Low
 4 E-mail it to your sales force (if any) Easy Low
 5 E-mail it to your channel partners (distributors, dealers, VARs—if any) Easy Low
 6 E-mail it to your house list of prospects and clients Easy Low
 7 Tweet about it on Twitter Easy Low
 8 Blog about your white paper Easy Low
 9 Repurpose it as 2 or 3 blog posts * Medium Medium
10 Announce it to any appropriate LinkedIn groups Easy Low
11 Publish a press release about it * Medium Medium
12 Send press release + white paper to journalists who cover your space Easy Low
13 Send press release + white paper to bloggers who cover your space Easy Low
14 Arrange for it to be mentioned in channel partner newsletters (if any) Easy Low
15 Post it on free white paper sites Easy Low
16 Repurpose it as a slide deck * Medium Low
17 Send your slide deck to your sales force (if any) Easy Low
18 Send your slide deck to your channel partners (if any) Easy Low

* ask your white paper writer about doing these

Everything leads to the landing page

Creating an effective landing page is the #1 must-do for any white paper promotion.

Why? Because almost every other tactic you implement leads to the landing page for your white paper.

Without one, where can interested prospects go to learn about and download your white paper?

But you must make a landing page that works. For tips on creating an effective landing page, see this article.

A marketer’s job is never finished

Of course, this list can hit only a few highlights, and remind you about some possible tactics you may have forgotten or never considered.

No matter how much you do, you can always do more.

But make sure to cover these 18 items first and you’ll be off to a good start in promoting your white paper.

Marketers, get the checklist!

For a handy checklist of these 18 must-do tactics to promote a white paper, click here.


What do you consider must-do’s to promote a white paper? Please leave your comments below.



About Gordon Graham

Worked on 300 white papers on everything from choosing enterprise software to designing virtual worlds for kids, for clients from Silicon Valley to Switzerland, from household names like Google and Verizon to tiny startups with big ideas. Wrote White Papers for Dummies which earned more than 50 5-star ratings on Amazon. And named 2019 Copywriter of the Year by AWAI, the world's leading training organization for professional copywriters.

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  1. […] They may even be able to suggest the best promotional tactics.  […]

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