How to market your whitepapers - Tips to get more readers

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What is Whitepaper?

White Paper Development Company are used as a sales or marketing tactic, written to provide information and context around a particular product, service, concept, or technology. they are often designed to be persuasive, rather than as a specific technical document


Tips to get more readers

Publishing a new white paper is a lot like publishing a new book — you need to do a lot of marketing ahead of time. Marketing beforehand can help create a lot of buzz and get people to line up to read it as soon as it is published.

But unlike marketing a book, you don’t have to market your white paper for months before you publish. If you start your marketing push a week or two before you plan to publish, you should have plenty of time to generate excitement and prepare to engage your readers.

  • Create a high-converting landing page.

Your landing page is arguably one of the most important areas to focus on when it comes to marketing your white paper. Without a well-converting landing page, all of your marketing efforts are worthless. Your landing page must clearly explain why your audience should hand over their details & give away how ever many minutes of their lives reading your white paper.

  • Post ads on your website.

Advertise your white paper on related web pages. For example, if your white paper is about cloud security, you can promote it in the cloud section of your blog and in related pages on your website.

  • Leverage speaking opportunities

In my opinion, the best talks at conferences tend to be those based on case studies or research data, where the speaker shares something new. Speaking at conferences about the data and insights from your whitepaper can be a great way to promote your whitepaper – just make sure you don’t give it all away in your talk, and provide the audience with a reason to go and download the white paper.

  • Run ads on your blog.

If you don’t promote additional content in your blog posts, you’re missing an opportunity to engage leads and grow your list. Be sure to run ads for your white paper in related blog posts. If your posts are long, you may want to include an ad near the top and bottom of the post. That way, readers will see the ad even if they don’t read the entire blog post.

  • Update the resources section of your website.

Feature new white papers prominently in the resources section of your website. Including a search feature in your resource section also makes it easier for visitors to look for content relevant to their industry, vertical, or role

  • Google Adwords, The Display Network & Re-targeting

If there are specific terms that people search for in Google that would suggest that they’re of your target audience or searching for the information your whitepaper provides, a pay-per-click Google Ads campaign could be very effective. If on the other hand, there are specific sites that capture your audience. You may also want to try retargeting (or Facebook exchange) to try and bring back people who have visited your landing page but left without downloading the whitepaper.

  • Promoting white papers on LinkedIn

If you’re a member of any relevant LinkedIn Groups, they can be a great place to share your White Paper Writing Services – although be sure not to come across as too self-promotional. Groups, on the other hand, tend to get a good amount of engagement, and given the professional nature of LinkedIn, it’s a great place to reach a b2b audience.

  • Using Promoted Tweets

While sending out tweets and incentivising them with ‘pay with a tweet’ schemes can work wonders, promoting tweets can be a safer way to ensure that your message is seen by the right people on Twitter, and doesn’t get buried in the news feed.

  • Create a video summarizing key points

There a few benefits to turning the insights from your whitepaper into a video. First of all, it’s great from a search perspective as Google is including more and more universal video results in search results. You can also drive a lot of views from within YouTube through related videos, and people searching for your topic on YouTube. While YouTube may not seem like a platform where business-related research & whitepaper data thrives it can generate a lot of views when done right.

  • Upload it to Slideshare

Slideshare is a great place to upload a presentation version of your whitepaper, as there’s quite an active community of professional people using the platform to learn and find insights. The trick is to ensure that your presentation incentivises people to visit your landing page and download the full whitepaper.

Key Takeaways

Creating a White Paper Solutions promotional plan can help you reach a wider audience, attract more leads, and convert them into customers. Try using a few of the tips above to expand your reach the next time you publish a white paper or other piece of long-form content.

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