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.
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.
|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.