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Launching A White Paper Like A Product
By Doug Caverly
Staff Writer
Article Date: 2010-10-28
Product launches can be big and fun events, with free food, product giveaways, and CEOs running around on stage. To overgeneralize: everybody loves 'em, and they're successful in creating interest. So it might be a good idea to release a white paper in a similar fashion.
That doesn't mean flying scads of reporters out to a hotel in California or New York, of course. Ryan Malone had seven other things in mind when he made that suggestion, starting with the idea of creating a strong landing page for any curious individuals.
Another few recommendations then involve putting a perspective news release on the wire, distributing pitch emails to reporters, and offering byline articles. These tips can help create a lot of additional awareness.
Next, Malone advised looking for speaking opportunities. Also, look into syndication. He wrote, "White paper syndication is a great way to generate leads quickly and motivate your sales team. Use both free and pay sites to maximize reach and early lead flow. A few early sales are contagious!"
Finally, Malone suggested, "Leverage social media. . . . Social media is all about sharing useful content. Strategically place retweet and share buttons within your white paper and on your landing page. If you've written good content, your readers will spread the word."
All this may not have quite the same effect as stuffing reporters with donuts and then giving them free smartphones (as Google likes to do), but these tips should represent a cheaper and still-useful way of releasing a white paper.
About the Author:
Doug is a staff writer for WebProNews. Visit WebProNews for the latest eBusiness news.
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