To get your target audience to notice your new white paper, you need to unveil it like a mini-product launch. Try different promotional tactics and repeat as long as they keep working. Don’t abandon promotions too soon, and use all these must-do tactics:

  • Create a landing page with an abstract

  • Feature the white paper prominently on your website

  • Mention it in company newsletters

  • E-mail your sales force and channel partners (if any)

  • E-mail your house opt-in list

  • Tweet it on Twitter

  • Blog about it

  • Announce it to relevant LinkedIn groups

  • Publish a press release

  • Send it to relevant journalists

  • Send it to relevant bloggers

  • Get it mentioned in channel partner newsletters

  • Post it on free white paper sites

  • Create a slide deck

  • Send your slide deck to your sales force and channel partners (if any)