Marketing with White Papers: Secret #4: Six Essential Channels to Promote your White Paper

Four secrets that guarantee white paper success

Introduction

Is your white paper being downloaded, read, shared? No? You need to promote your white paper to ensure its success. As content marketing tactics go, white papers are a sizable investment.  You want to make sure your white paper does its job.  That means you need to actively promote your white paper.

Promote your white paper

It is important that the marketing team understands that the more effort they invest in promoting a white paper, the more likely it is that it will succeed. Make sure the marketing team is in on the white paper planning process from the start. Make sure the team is thinking about promotion all the way through the white paper process.

There are many ways to promote your white paper but the six we discuss here are essential for a credible Return-on-Investment. In this fourth post in the series: Marketing with White Papers: Four secrets that guarantee white paper success, Secret #4 describes six essential channels to promote your white paper.

Secret #4: 6 Six Essential Channels to Promote your White Paper

Essential to marketing your white paper is a landing page. A landing page is a page on your website to send interested readers to when they want to download your white paper. The landing page advertises the white paper and has a contact form for the prospect to fill in. With a first name and email address you can start the conversation.

Once the landing page is in place it’s time to promote your white paper. There are many ways to get the paper out there but six stand out as essential channels. To ensure white paper success, use all six essential channels to promote your white paper.

1.    Promote it on your company website

The obvious place to start to promote your white paper is on your company website.  Feature the white paper prominently on the home page with a call-to-action button that links to the white paper landing page.

Your company blog is another powerful way to advertise the white paper.  Write a series of posts about your white paper, ready to send out, weekly, at a minimum. You might blog about:

  • the upcoming white paper launch, then
  • a brief summary of the problem the white paper addresses, then
  • a post about the innovative solution the white paper presents, then
  • a summary of the entire paper.

Always include a CTA that ends up on the white paper landing page. Write the posts in a way that will entice prospects to download the whole paper. Remember, though, that even if only the blogs are read, it will continue to build awareness of your brand, your solution.

2.    Promote it in your regular newsletter

Another excellent channel to promote your white paper on is your company newsletters.  Place an ‘ad’ in the sidebar of the first page of the newsletter.  Have a compelling button that again links to that all-important landing page.

Promote your white paper

You could write a small article that summarizes the white paper and place it in the newsletter. It is also a good idea to arrange for your white paper to be mentioned in your channel partners’ newsletters.

3.    Promote it via email

Email is a cost-effective way of promoting your white paper.  You can:

  • e-mail it to your sales force to educate them in the key benefits.
  • e-mail it to your channel partners – your distributors and dealers.  They too will benefit from understanding all the features and benefits of the new product or service.
  • e-mail it to your house list of prospects and clients. 

When emailing through your channel partners, send a link to the white paper landing page so you can collect new leads. When you email your inhouse list, send the pdf as an attachment to keep your solution top of mind.

4.    Promote it on social media

Speaking of sharing, social media is another essential promotion for your white paper.  Post a link to your landing page on LinkedIn and announce it to any appropriate LinkedIn groups. Tweet about it on Twitter! Place links on all your social media sites, always linking back to the landing page on your website. 

Every time you blog about your white paper (see # 1 above), post a link to the blog on all social media channels. Include an enticing tidbit to get readers to your blog and the CTA.

5.    Promote it externally

There is nothing wrong with the old favorites.  Press releases are still effective at spreading the word.  Go ahead, publish a press release about it. 

  • Send the press release, along with a copy of the white paper, to journalists who cover your space.
  • Send the press release, along with a copy of the white paper, to bloggers who cover your space.

Don’t forget, there are sites where you can post your white paper for free.  Use all available channels.

6.    Promote it through internal and personal networking

Promoted internally, white papers can educate your sales team.  That sales team is then better able to promote the white paper! Beautiful.

A slide deck and presentation based on white paper content is effective for educating and networking. The same presentation given to the sales team can be presented at networking events, like association meetings, conferences, workshops.  All great places to promote the white paper.

Conclusion

Your white paper won’t achieve its goals if it is not actively promoted.  In this post in the series: Marketing with White Papers: Four secrets that guarantee white paper success, Secret #6 identifies six essential channels to promote your white paper:

1.    Promote it on your company website

2.    Promote it in your regular newsletter

3.    Promote it via email

4.    Promote it on social media

5.    Promote it externally

6.    Promote it through internal and personal networking

For a successful white paper, you need to maintain the push.  You must promote for months to get full value out of your white paper.  Promote strongly right up to when the next white paper is released.

This series, Marketing with White Papers: Four secrets that guarantee white paper success, will help you ensure your next white paper is a resounding success:

Secret #1: The right white paper at the right time

Secret #2: The white paper plan

Secret #3: How to write a white paper

Secret #4: Six Essential Channels to Promote your White Paper

Are you looking for a white paper writer for your next product launch? Why not hire an expert?

A persuasive white paper, special report, or e-book uses simple language to explain complex solutions.  I understand the science and technology behind your product, your services.  I can translate that complexity into easy-to-read content for a lay audience.

I know when to leave the jargon in and when to take it out.

Contact me to plan your next successful white paper!

CONTACT A WHITE PAPER WRITER

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