4 More Ways to Promote Your White Paper
On my last post, I shared with you four ways to promote your new white paper for maximum impact. In this post, I will discuss four more ways in which you can promote your new white paper.
Announce Your White Paper Publicly
A press release is an often overlooked way to promote white papers.
A white paper press release comes with several benefits, including spreading the word about your white paper, increasing the credibility of your white paper, and helping increase traffic to your white paper landing page. All of this increases the number of readers who download your white paper. This, in turn, generates more leads.
Just like your white paper, your white paper press release should focus less on the company itself and more on the benefits it will bring to readers.
Your press release should let the reader know what they can learn by reading the white paper and how it will benefit them and their company.
If your white paper writer has journalism experience, you should ask them to write the press release as well, since they will already be familiar with the topic.
Once you have your press release, be sure to send it out to journalists and bloggers who cover your industry. This increases the amount of exposure your white paper will get and increases the odds of news outlets picking up your press release.
Announce Your White Paper via Newsletters
Newsletters offer another way to announce your new white paper to a large mass of audiences. Feature your white paper prominently to get more attention on it. If possible, arrange for your white paper to be mentioned in a channel partner's newsletter to have it reach more readers and a larger audience.
Be sure to include the white paper download link in the newsletter that you send at regular intervals, if you have one.
If you are trying to build a newsletter subscriber base, an excellent way to get people to sign up is to offer them a free white paper in exchange. Most readers will happily sign up for your newsletter in exchange for a relevant white paper that promises to solve their problems. Not only will you generate more leads over time, but your company will also receive a boost in credibility.
Make Your White Paper Widely Available
Hosting white papers on your website is a straightforward approach, but don't forget about putting your white paper up on other free hosting websites for more exposure.
Also, in-person events such as trade shows and conferences are excellent venues to provide physical copies of your white paper to people who may be learning about your company for the first time. By offering your white paper as a gift to participants, you can drive up downloads and generate valuable leads.
Be sure to look up industry associations as they can be great partners in promoting your white paper, as they can help distribute it to prospects that you may not have access to otherwise.
Repurpose Your White Paper in Other Formats
An infographic can be an excellent way to transform your white paper into something more easily digestible. Since most white papers are packed with data, you can easily pick out the most compelling information to focus on a specific angle.
A slide deck often complements a white paper, since you can use it to present the highlights of the topic in an online webinar or in-house presentation. You can then offer a white paper to readers who want more details and create a content loop.
You should also make a short video based on some of the information in your white paper to entice people to download the whole paper. Be sure to upload the video to your corporate YouTube channel and feature it on your website. If you have blog posts about the white paper, be sure to embed the video in the posts as well.
Like a video, a podcast offers a tantalizing preview of the full content in your white paper. Podcasts are a largely untapped marketing tool for B2B marketers with the potential to reach a wide audience of listeners who might not otherwise be exposed to your white paper.
Conclusion
Of course, no matter how you choose to promote your white paper, creating an effective landing page should be the #1 priority.
Since most promotional tactic leads to the landing page for your white paper, you need an effective page where prospects can go to learn about and download your white paper.
This post only offers some of the possible tactics that you may have forgotten or never considered. When deciding which tactics to implement, it is important to take into account your budget, your target audience, and your overall objectives.
This post is an excerpt from a longer white paper. To download the whole paper and learn more, click here.
