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Executive Tips
Developing Your White Paper Distribution Plan
Developing a white paper is a very time intensive project, including research and strategy, content development, layout and final production. Ultimately, this investment can influence the decision-making process of current and prospective customers, so plan your distribution as carefully as you plan your development.
Here are a few ways to generate the most visibility from your white paper:
1. Internal Distribution
Make sure that all marketing, sales and business development (BD) staff receive the new white paper first, and share with them your distribution plans. If your company has an in house newsletter, submit an article about the new white paper for more internal exposure.
2. Social Networks
Utilize LinkedIn, Facebook and Twitter to post links to the white paper. This can easily be passed along your social network chain with the click of a button. Also, send the white paper link to industry bloggers and analysts since the information could interest their readers.
3. Free White Paper Syndication
Post your white paper on free online resources. Industry specific listings for your audience are available, such as FindWhitePapers.com that focuses on technology research or consider a broader database, like BNET.com (BusinessNet). Be sure to use a compelling headline and summary to make your white paper stand out from the competition.
4. Paid White Paper Postings
Most online publications have white paper programs. Research options by asking about the cost, click through rates, duration of posting and tracking options. Look for secondary research that shows which Website is rated highest in circulation for your audience.
5. E-mail Campaign
Identify recent leads that would benefit from reading your white paper, and start e-mailing! Not only are you reconnecting to prospective customers, but you’re also providing them with useful information. In addition to BD efforts, include the white paper link in your signature line for maximum exposure.
Utilize these tactics and take your white paper to the next marketing level, and be sure to check out our white papers.
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