White papers continue to be a strong marketing asset as they demonstrate thought leadership and serve as informative guides for customers and prospects. However, once the white paper is written, it must be properly promoted to reap the full benefit. Here are some tips:
1. Write a series of blog posts
While white paper content can be complex, a company blog is the perfect place to break down the topic via a series of posts. Include links throughout to drive readers to the full white paper to extend the mileage of your efforts.
2. Develop a contributed column
A byline article or two, drawing on specific themes from the white paper, can help expand the white paper’s reach and further covey a company’s expertise. To keep the article concise, focus on one viewpoint.
3. Create a media pitch
If the white paper includes a timely news angle, contact reporters with a brief media pitch offering the white paper as a resource along with a company spokesperson as an expert on the topic.
4. Collaborate with sales
Work closely with the sales team to make sure your white paper efforts are aligned with their needs. This might include steering content toward a particular topic or industry. Once the paper is written, ensure the sales team shares it with their list of prospects and existing customers.
*This post originally appeared in Y&A’s Spark Newsletter