Promoting a White Paper for Maximum Impact

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)