{"id":656,"date":"2009-09-01T02:44:09","date_gmt":"2009-09-01T02:44:09","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/online-marketing-branding-how-to-market-your-white-paper\/"},"modified":"2020-10-28T10:06:48","modified_gmt":"2020-10-28T10:06:48","slug":"online-marketing-branding-how-to-market-your-white-paper","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/online-marketing-branding-how-to-market-your-white-paper\/","title":{"rendered":"Online Marketing & Branding: How to Market Your White Paper"},"content":{"rendered":"

A white paper is a wonderful marketing tool that\u2019s perfect for any industry that doesn\u2019t have a web savvy audience\/client list. But they can be tricky. In my experience, people who write them tend to be in-the-box thinkers or experts in their field that know nothing about marketing. Unfortunately, their white paper also gets treated that way. Instead of treating your white paper like a document, treat it like a product. Try these tips on for size and let me know how it worked out for you and your company!<\/p>\n

Social Media Buzz<\/b> \u2013 PR rule number 1 is that you should always create a buzz starting with your own pool of contacts. If you have a white paper, use all social media<\/a> outlets to plug your paper. Your best bet is to create customized Facebook landing page. Facebook Markup Language (FBML) is a free app that you attach to your fan page. You can post HTML code into it so that when someone goes to your FB page they get directed to an introduction and (the opportunity) to sign up for your white paper before they\u2019re shuffling through your wall.<\/p>\n

Syndication<\/b> \u2013 You can also syndicate your white paper on hot syndication sites. Try out some of the following: Find White Papers, IndustryWeek, KnowledgeStorm, NetLine\u2019s TradePub, RetailWire, TechTarget.<\/p>\n

I also recommend checking out Michael Stelzner\u2019s Writing White Papers<\/a>. It was gifted to me a few years ago and I\u2019ve used it several times while writing my own white papers. It\u2019s a great easy-to-read guide that doesn\u2019t treat its reader like an idiot \u2013 as is often the case with guide books.<\/p>\n

Where to Distribute<\/b> \u2013 Connect with media outlets, journalists and bloggers\/blogs that cover your white paper topic. Offer it to them as a source and introduce yourself and your business. Even if they don\u2019t use your paper, they know a good white paper takes serious know how and experience; they will either use your paper down the road by sharing it with others or quoting you, or at the very least you\u2019ll have opened the door to developing a positive relationship with a valuable contact.<\/p>\n

Tweak Your Message<\/b> \u2013 If your white paper can answer a few questions or address different audiences, then share your document with different industries and pools of people. Be sure to include a detailed cover letter introducing the problem and how your paper offers a niche solution.<\/p>\n

Set It Apart<\/b> \u2013 Your white paper should have a prominent place on your web page. Ideally it should have its own call to action\/marketing landing page<\/a> that readers can arrive upon when clicking on the link. From there your white paper should be embedded as a downloadable PDF. You should also have your tech guy require users to submit their email, website, name and phone number so you can track your new audience, follow up with them and add them to your mailing list (upon approval of course).<\/p>\n

Be the Expert You Claim You Are<\/b> \u2013 Marketing your white paper sometimes takes that extra step. Despite your best efforts, you may have to go the extra mile and offer publications your expert opinion with byline articles. Byline articles let you share your experience and use the publication to reach a new audience that you may otherwise have never reached. It\u2019s a valuable and under utilized marketing tool.<\/p>\n

Never underestimate a good white paper. Some companies have easily reaped tens to hundreds of thousand of dollars from clients who sourced them through their white paper.<\/p>\n","protected":false},"excerpt":{"rendered":"

A white paper is a wonderful marketing tool that\u2019s perfect for any industry that doesn\u2019t have a web savvy audience\/client list. But they can be tricky. In my experience, people who write them tend to be in-the-box thinkers or experts in their field that know nothing about marketing. 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