5 Ways to Promote Your White Papers

Now that you are convinced that white papers can help with your product or service marketing, you need to know how to promote your white paper so it generates excitement with your readers.

Unlike a book, much of the marketing preparation for your white paper should start a week or two before you publish it on your website. 

Here are 5 tips to prepare you for the big launch:

Create an amazing landing page. The landing page on your website is the most important area to focus on when it comes to marketing your white paper. A well-designed landing page needs to clearly explain why your audience should provide their information (name, email, occupation, etc.) in exchange for your white paper. In other words, what is the value of your white paper?

Promote on social media. Write posts on Facebook, Twitter, LinkedIn, Google+ and other social media with links to your landing page. Add in graphics and a short video explaining the importance of your white paper. Do a couple of teasers with key findings of your white paper. And with Facebook in particularly, set up some sponsored posts targeting your specific audience. 

Partner with industry associations and conferences. Chances are your field has major annual conferences drawing thousands of participants. Many conferences rely on cutting-edge findings and analysis of their industries, so there could be an opportunity for you to partner with some conferences to get your white paper in front of their audiences. If you write several blog posts and do a video about your white paper, that content (which should contain links to your white paper) can easily be shared with conference participants.  

Get reviews. Have people read and review your white paper before and after it’s published. If you know an expert on your subject or someone who has a popular blog in the same topic, make a copy of your white paper available and ask them if they would write a review and post it on their blog. By associating with other experts and thought leader, you will increase your white paper’s credibility.

Email it to your subscribers. Your list of newsletter subscribers is vital in launching your white paper. You can inform your newsletter readers about your white paper a few weeks in advance and then send them a direct link to the PDF. They are your supporters, so ask them as well to share the link to your landing page. 

These are some of the ways to launch your white paper off with a bang. 

If you need help writing a white paper or marketing it, contact us below. 

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