White Papers for Dummies held me a little more when it talked about promoting your white paper after you have created it.
First up, the must-do’s have all the things that I did in my marketing department position:
- Create a landing page with an abstract
- Feature it prominently on your site
- Mention it in company newsletters
- Email your salespeople/partners/in-house opt-in list
- Tweet about it on Twitter
- Blog about it
- Announce it in LinkedIn groups
- Publish a press release
- Send it to relevant journalists and bloggers
- Get mentioned in channel partner newsletters (and vice versa for them)
- Post it on (Scribd.com, slideshare.com, slideboom.com, mybrainshark.com)
- Create a slide deck and send it to sales and channel partners