Launching a white paper with social media
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The document outlines a strategy and timeline for launching a white paper using social media to extend its reach and life. It involves creating landing pages and content in the month prior to promote an upcoming teleseminar. During launch month, the white paper is released along with blog posts, videos and social media promotion of the teleseminar. In following months, articles based on the white paper are released along with ongoing social sharing to continue driving traffic. The goal is to maximize SEO value and generate ongoing visits, leads and business for the author.
![WhitePaperResults.com2010Launching a White Paper A case study in how to get better conversion and more visibility using a social media planApryl Parcher<br />Launching a White Paper with Social Media<br />A white paper shouldn’t be a “one and done” project. You can extend the life of your white paper and give it a much wider distribution by planning a launch campaign using social media, your blog, and article syndication. <br />STRATEGY:<br />After the white paper is written, create a landing page for it on your server, plan a teleseminar on your topic (to be completed after the WP launch), and break the main white paper topics into a series of articles for later use. Use blog, email, Facebook, Twitter, LinkedIn and YouTube to create buzz about the white paper and subsequent teleseminar. Once the launch is completed, use the articles created from the white paper for blog posts and to submit to article syndication sites over the next several months. <br />TACTICS and TIMELINE:<br />One Month Prior to Official White Paper Release:<br />,[object Object]](https://image.slidesharecdn.com/launchingawhitepaperwithsocialmedia-100901095135-phpapp01/85/Launching-a-white-paper-with-social-media-1-320.jpg)
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Launching a white paper with social media
- 2. Create a blurb and sign-up form for the home page (keep private until launch)
- 3. Blog post and articles (to release just prior to launch date) mentioning white paper and teleseminar
- 4. Create opt-in list for advance registration, and write a series of autoresponders & thank-you page
- 5. Add a custom tab to FB page, and sign-up form
- 6. Add graphic to Twitter & YouTube backgrounds
- 7. Adjust Welcome Tab to mention white paper and teleseminar
- 8. Add a tweet box to website
- 9. Send out emails to registrants—have them ask questions on the FB page to be used to promote the WP
- 10. Create a survey
- 11. Create slideshare presentation for LinkedIn
- 12. Create Events for FB and LI
- 14. Make all private landing pages for the report public on website and FB
- 16. FB ad
- 17. 3 Blog posts (scheduled at intervals prior to teleseminar)
- 18. 3 Narrated YouTube videos (scheduled at intervals prior to teleseminar)
- 20. Post to TW FB and LI on day of teleseminar
- 21. Encourage attendees to post questions on FB page, and let them know that every time they tweet with hashtag, they’ll end up on the website in a social plugin box
- 23. Release several blog posts/articles created from white paper
- 24. Announce an alliance with a charity (portion of all sales for month donated)
- 25. Use one or more of the WP graphics for blog posts with a few bullets
- 26. Use some sidebar content for articles/blog posts
- 27. Use some of the 3rd party papers from the white paper to: Pull Statistics, Add My Expertise, Case Study—link to white paper
- 28. Use any of above to create YouTube videos as short articles (use on blog. FB, and/or slideshare)Sample Result Graphs from BizMSolutions<br />CONCLUSION:<br />The SEO value of launching a white paper via social channels is very high. Even though it’s still early after her launch process, Janice is receiving a substantial amount of unique website visitors, recurring visits and mailing list sign-ups. Her comprehensive, detailed plan is continuing to pay off in traffic, visibility and new business. <br />Congratulations, Janice Clark!<br />