Writing great white paper/ebook is a lot like publishing a small journal or a book. A lot of people think that if they can manage to ge...
Writing great white paper/ebook is a lot like publishing a small journal or a book. A lot of people think that if they can manage to get all the substance matter together and put it up on their website people will come looking for it. Unfortunately that just does not work. Ideally it is essential that you get your white paper/ebook written by an expert in the industry or you could put together a great whitepaper, case study, customer success story based on your own inhouse research and findings.
Once you start out on your whitepaper, it is essential that you also start thinking about ways to promote and market your whitepaper. For example if your whitepaper/ebooks are offering online elearning, tutorials, workshops i suggest you create a few tutorial videos on promote them on a online tutorial platform like Teachable. Through this platform you could even get users to buy your training programs and offer part tutorial online and part hands on training offline. I have highlighted in detail below 5 easy ways to get your whitepaper out there to the right audience.
1. Build a landing page on your website.
Ideally a month before you publish your whitepaper you should roll out your marketing and distribution plan. The first thing to probably do is embed a contact form on your webpage where you will upload your whitepaper/ebook. With some basic creative art work you could announce your new whitepaper/ebook coming soon. You could also include short narrations from your whitepaper to be published. You could then promote this landing page across your social media channels, email news letters to subscribers and also provide a link to your whitepaper on your homepage.You could use simple web marketing tools like GetResponse and GetSiteControl to do all the heavy lifting with creating awesome landing pages, Optin forms to capture lead data and social sharing tools. We also reccommend a very interesting web tool called Proof which can be integrated into your webpage in minutes with a short snippet of code. This tool displays small popups every few minutes on your landing page showing a live visitor the name, location of new users who signed up in the last 1hr or 24hrs. It can also be set up to show visitors how many people already registered or visited in the last 24hrs etc. This tool is a lead magnet and can really drive signups and registrations by 10X.
2. Publish related articles on your blog
Most companies are still catching up with the relevance of having a blog on their website and seldom update the same. If you are starting out on a new domain then you could actually get powerfull webhosting solutions from Bluehost for just $3.95/month. Your blog is dynamic and the engine of your website that can take your company places. Publish a few blog posts related to your topic in the whitepaper/case study 30 days before the date of release of your whitepaper/ebook to let your audience know of the same. You could also include excerpts from your whitepaper in your blog posts to build excitement among your audience. Do not forget to include links in your blog post to your landing page on your website. If you have a large email list i suggest you use an email marketing application like Convertkit which can automate your entire email campaign over the next few months and it is real easy to use. Further Convertkit can also help you filter down to your more serious prospects who are most likely to endup as potential buyers.
3. Share across your social media channels
Social media is the new currency in town, banks have got ahead in the game and are now allowing customers to send money over social media as people spend more time communicating on social media today than talking or SMS or email. Share your blog posts about your upcoming whitepaper across your company social media channels. A very good platform to start your social media marketing campaigns is Social Pilot. The Starter Plan is FREE and you could schedule upto 10 posts per day. Besides the tools they offer are super easy and you could schedule a months campaign in a jiffy. Do a twitter chat, get some domain experts to join you on this chat. You could also consider doing a webinar/google hangout if you have a much larger audience. I definitely would not advise paid advertising on social media or google as it really does not get you the desired results. Finally there is nothing that can beat the power of a great story or content. Click Here to read my blog post on "How effective B2B storytelling can build a 10X pipeline of leads "
3. Syndicate your Whitepaper
This by far is the most important promotion you must consider when looking to market your whitepaper. Find expert groups across Linkedin that have good pedigree and a curated community in your industry and check with them if they will be willing to promote a short introduction of your upcoming whitepaper with link to your landing page. This by far is the most effective media to get your published whitepaper in front of a large community consisting of your target audience. To quickly understand the same kindly view the video below. At Valve Solutions we would be happy to syndicate your digital content, whitepapers, research reports, mobile apps, new product launch across our linkedin group if you are looking to target over 10000+ Global Professionals, Buyers, Endusers, CEOS's from the Valves and Controls industry. Target Location 70%USA 30%Others. For more details on pricing Click Here
5. Reach out to expert bloggers in your industry.
This is a must for SME's that do not have a very large presence online across social media or a big spending budget. Reach out to expert bloggers in your industry and provide them a preview of your whitepaper and get them to publish a blog post about your upcoming whitepaper with links back to your website landing page. At Valve Solutions we would be happy to preview your whitepapers, research reports, mobile apps, new product launch and do a blogger outreach program for you if you are looking to target the global Valves industry. Well if you are a beginner or an expert looking for some guidance on writing great whitepapers/case studies we have some excellent guides on our knowledge base page of this blog Click Here