This document provides tips and strategies for using white papers in marketing. It discusses promoting white papers through company blogs, press releases, webinars, social media and more to generate leads. It also emphasizes measuring the success of white papers by tracking downloads, shares and revenue generated in order to optimize future white paper marketing efforts.

1. Using White Papers in Your
Marketing Strategy
White Paper Success

2. How Do You Promote a White Paper?
Since your white
paper is acting as
mid-funnel
content, approach
its promotion and
outreach differently
 your mid-funnel content takes time to prove
itself
 It will not be long before you start to reap
the benefits in the form of closed sales and
rankings increases
Compiled by author from source: copypress.com Image Source: Google Images

3. Why Did You Write It?
So people would download and read it
Your objective: To establish
thought leadership, generate leads
and perhaps nurture existing leads
Sadly, it’s not going to do that if no
one finds it
Now , promote it!
Compiled by author from source: nusparkmarketing.com

4. Promote Like a
Madman
Get your white paper in front of anyone who could
possibly benefit from it
 Mention it on your
 Blog
 Newsletter
 Facebook page
 Twitter
 Include:
 Journalists
 Analysts
 Bloggers
Compiled by author from source: ducttapemarketing.com

5. Industry-niche Marketing Focus
Be sure to focus on
industry-niche
 Consider promoting your white paper at a
conference to help audiences better
understand a concept
 Reach out to bloggers in your industry and
see if they find the content in your white
paper valuable
Compiled by author from source: copypress.com

6. Company Blog
Promote on Your Blog
Write a blog post providing an
overview of the white paper, or
post portions of it via a series of
blog posts
Promote your paper in your blog’s
sidebar or widget or with a call to
action at the end of the post
Compiled by author from source: nusparkmarketing.com

7. Online News Release
Promote your white paper using online press release
distribution services
This is an ideal method for
generating backlinks and creating
buzz
Online releases are submitted to
major search engines, industry
journals and social networks
Make sure the release includes
links to your website and other
content
Compiled by author from source: nusparkmarketing.com

8. Promote As Ads
Feature your best content on
your homepage or in
sponsored ads
Many companies are
publishing more eBooks and
white papers and are
promoting them as ads across
various publishers
Compiled by author from source: scripted.com Image Source: Google Images

9. Webinars and
SlideShare
Generate leads via the registration process
You can repurpose your white
paper as a SlideShare presentation
or a webinar
Webinars combine the power of
audio and visual to engage the
audience and promote thought
leadership
Compiled by author from source: nusparkmarketing.com

10. Relevant Blogger
Outreach
Compile a list of influential bloggers and online editors
Send them a release on your
paper, and explain the rationale for
why readers would be interested in
reading it
Alternatively, if any of the blogs
accept guest blog posts, write one,
submit it and include a link to your
white paper
Compiled by author from source: nusparkmarketing.com

11. Paid Search
As an immediate lead generator
Use paid search to promote your
content to your audiences
Make sure your ad keys in directly
with the search query
If someone types in “Ways to
improve sales performance,” your
ad text might be, “Improve sales
performance with proven
technology-Find out how in a free
white paper”
Compiled by author from source: nusparkmarketing.com

12. A Plan to Launch
As with any good campaign, a launch plan is key to
getting content in front of the right audience
Highlights, including supporting
statistics, can be an effective
platform to catch interest and
promote shareability
Because much of the content
found within a white paper is
highly shareable, it can be used for
blog posts, infographics and social
media broadcasts
Compiled by author from source: forbes.com

13. How Will You Know if it’s a
Success?
Never underestimate the power of
getting labeled as a resource
 A strong white paper will be added to
resource libraries in industry organizations
and shared with revere like a textbook
Compiled by author from source: copypress.com Image
Source: Google Images

14. Measuring White Paper Performance
White papers can be syndicated for
publication in multiple platforms
Syndication allows you introduction
to another website’s audience, but
choose an audience that is relevant
to your business
Choose sites that are of higher
authority, then some of their
expertise will reflect back on your
business
Compiled by author from source: scripted.com

15. Track Results
All of this effort could be for naught
you don’t have the mechanisms in
place to track leads and measure
conversion performance
1
Keep conversion tracking in mind
when building the landing page
2
Establish goal and event tracking
parameters within your analytics
platform of choice and tie it to your
CRM
3
Compiled by author from source: komarketing.com

16. Measuring ROI
White paper downloads
are commonly tracked
by marketing
automation software
Compiled by author from source: scripted.com
Manages Lead
Scoring
Manages Lead
Generation

17. Performance
Tracking your white paper download is a must when it
comes to measuring the ROI of your content
At the most detailed level, a content marketer would
to see the revenue driven from a single white paper
A simple measurement is track to downloads and shares
for each white paper
This can let your marketing team know what type of
content is resonating with your audience which may
influence your future content creation
Compiled by author from source: scripted.com

18. Optimizing Your White Papers
Give your content a
fair chance to
succeed
 This will happen naturally
 Make sure your landing page is well
optimized and characterizes a valuable result
for Google to rank #1 for related keywords
Compiled by author from source: scripted.com

19. Determining Effectiveness
The success of your
white paper can be
determined through
a variety of analytics:
Number of
downloads
Social shares SEO rank
Revenue
generated
Compiled by author from source: scripted.com

20. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

21. Sources Cited:
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<http://www.copypress.com/blog/8-reasons-to-include-white-papers-in-your-2014-marketing-strategy/>.
 Dodge, Amanda. "How to Use White Papers in Your Marketing Strategy." CopyPressed. N.p., 31 Jan. 2018. Web.
2 Feb. 2018. <http://www.copypress.com/blog/use-white-papers-marketing-
strategy/?utm_content=buffere0e94&utm_medium=social&utm_source=linkedin.com&utm_campaign=buffer>.
 Graham, Gordon. "Tips for Writing Compelling White Papers." Duct Tape Marketing. N.p., 2013. Web. 13 Feb. 2018.
<https://www.ducttapemarketing.com/white-papers-tips/>.
 Graham, Gordon. "White Paper Success Story: Vircom." That White Paper Guy - Gordon Graham. N.p., Sept. 2017.
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vircom/>.
 Harper, Kyle. "Modern White Paper Marketing: How to Create Readable, Shareable, and Successful White
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<https://www.skyword.com/contentstandard/marketing/modern-white-paper-marketing-how-to-create-readable-
shareable-and-successful-white-papers/>.

22.  Jandra, Jessica. "7 Basic Landing Page Guidelines That Make or Break Conversions." Inbound Marketing for Industrial
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<https://www.weidert.com/whole_brain_marketing_blog/bid/206472/7-basic-landing-page-guidelines-that-make-or-
break-conversions>.
 Mosenson, Paul. "17 Ways to Promote Your White Paper for Lead Generation." NuSpark, Create, Connect, Convert.
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paper-lead-generation-internet-marketing/>.
 Paunovic, Goran. "The Most Effective Content Marketing Tool Your Strategy May Be Missing." Forbes Agency Council.
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content-marketing-tool-your-strategy-may-be-missing/#2d17ed057758>.
 Shastry, Krishna. "6 Killer Tips For Succesful White Paper Marketing." Lander Blog. N.p., 17 Aug. 2017. Web.
9 Mar. 2018. <https://landerapp.com/blog/killer-tips-white-paper-marketing/>.
 Young, Ryan. "How B2B Marketers Create and Promote White Papers That Convert." KoMarketing: B2B Search, Social, &
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