After you’ve written a white paper, the following step is to make sure it’s read by important decision-makers. Creating a “buzz” around your white paper establishes you as an authority figure and allows you to reach as many people as possible. To advertise your white paper, use some of the strategies listed below. These suggestions are useful for introducing a new article as well as leveraging its content months after it was first published.
It Has a Link
Post your white paper on your website after it’s finished. Encourage readers to fill out a quick online form to acquire a free copy of the paper, which is a great way to generate leads. This stage must be completed first, as you will require the paper to be uploaded on your website as a link for different additional marketing.
On a blog
Blogs are a great method to get the word out about your work. If you’re blogging on a topic and have a white paper on the subject, include a link to the document on your website. Better better, take a few pertinent subjects or references from the document and post them as blog comments, linking back to the original.
Please submit your paper.
You can submit your paper to a variety of online places. TechTarget’s BitPipe, KnowledgeStorm, and TMCNet are subscription-based services that offer an online library of IT white papers, webcasts, and product information for perusal. Topics and/or industries are used to group papers. You may submit your white paper for free to ZDNet’s enormous library of free IT papers, webcasts, and case studies. There are more, as well as FindWhitePapers.com, which is a free service.
To distribute your white papers at trade exhibitions and conferences, print tangible copies. To encourage reporters to schedule an interview with you, make sure copies of your white paper are provided to the press room at the event.
Share it on social media
Create a personalised Twitter backdrop with a thumbnail picture of the cover page of your white paper and a visual URL. Because Twitter backgrounds are visuals, you can’t link to the paper, but you may direct them to your website to download it. Send a white paper to your Facebook “fans” or post a link to the white paper on your Facebook fan page or personal profile. You may also utilise Facebook’s Notes tool to paste in HTML-formatted text, such as the landing page for your paper on your website. LinkedIn has a free tool that allows you to upload papers and other things to your profile and subsequently display them.
Sending an Email
Consider renting opt-in email lists from a third party to advertise your white paper via email. Choose a suitable list and send an emailer offering a free copy of the paper to that list, for example. You may include a call to action in emailers, asking readers to “click here” for a copy of the publication. You may also use a web form to collect information from readers for further follow-up, and you can even have the paper distributed automatically via email. Alternatively, print a postcard and encourage your readers to register online to receive a free copy of the paper.
Incorporate it into your e-Zine.
When you publish a new document, let your company’s e-newsletter or e-zine know about it. To lure readers, extract a few suggestions or quotes, then ask them to submit an email or fill out a simple form to receive a complete copy of the paper.
Create an online presentation based on your printed paper’s content. If your white paper is about a new technology or process, for example, utilise video to illustrate how it works. The video link may then be placed prominently on your website or uploaded to YouTube.
Publish a Press Release
Consider producing and publishing a press release that summarises your paper’s principal goal and message for papers with noteworthy information. Press attention may be justified for papers that provide significant information to your clients, and press releases have the extra benefit of being indexed by search engines once they are published online. Some press release distribution companies, like PR Web, include Google indexing in their distribution fees. Anyone who searches for relevant keyword words that connect back to the document may be able to read it if Google picks up the release. It’s especially vital in this case to make sure the press release is optimised for the white paper’s relevant keywords.
As an article, reposition
Use your white paper to capture the attention of a significant trade journal or magazine editor to guarantee that your paper has the most effect. Send the document to the editor for evaluation, with the recommendation that it be repurposed as an article for their magazine. When editors receive a new storey idea, they are typically ecstatic, and your publication is exposed to hundreds or thousands of new readers.