Secondly, these are optional promotional actions after the required ones:
Mention the paper in your email sig line, your LinkedIn, or Google+
Sponsor a podcast, video chat
Send it to relevant analysts
Submit a guest post to relevant blogs
Post it on channel partner websites
Get it mentioned in industry association newsletters
Post it on industry association websites, portals or forums
Submit it to trade magazines
Syndicate it through a content network
Create a self-running presentation
Post your slidedeck online or use it for a webinar
Give a presentation at an industry conference
Give out hard copies at tradeshows and events
Give out digital copies on flash drives at events
Use it as a conversation starter
Use it as a leave-behind
Set up a Google AdWords pay-per-click campaign
Make an online display ad campaign
Advertise in trade magazines
I also thought about how we used swag at shows to get our name out there.