They can be found in every industry, from IT to healthcare and from consultancy to financial services: white papers. You spend a lot of care and attention on a white paper, so naturally you want it to be read well. But how do you ensure that your white paper reaches your audience? Bloeise gives you five tips to put your white paper on the market.
Tip 1: Make up a good title
Before you start writing, it is good to think about a good title for your white paper. This must cover the load and forces you to think about the content. An attractive title also ensures that a reader clicks on your whitepaper faster. Since you are certainly not the only one who brings a white paper to the market, it is best to choose something striking.
By the way, don't stop by coming up with a striking title. It must of course remain businesslike. You do well to use buzz words from the industry that you write about in the title. Also use the right keywords so that you can be found better online. You can start a keyword search for this.
Tip 2: Content is paramount
No matter which market you release your white paper on, it is a huge opportunity to increase your brand awareness. You present yourself as an expert. That is why it is important that you think carefully about the content beforehand. What exactly do you want to say and explain in this white paper? In that respect, writing a white paper is no different than writing a blog or a book.
If you really want to write a good white paper, it should arouse the interest of all the great leaders in your industry. If you have no idea how to do that yourself, you could hire a good copywriter who has already worked in this industry or industry.
Tip 3: Market your whitepaper with a landing page
White papers and landing pages are inextricably linked. Keep the landing page simple; no bells and whistles are needed. Here, too, you must find the right keywords. Immediately give the visitor an option to download the whitepaper or request it.
Do an A / B test to test different versions and to be sure that your landing page will score. Monitor the conversion and make adjustments later. On the landing page itself, ask for the name of your reader, the company it works for, what areas of interest it has and how you can contact him or her.
Tip 4: Spread your white paper in your network
Is everything ready? Then it's time to distribute your white paper. You can do this through blogs, trusted media and of course social media. There are countless options that can be overwhelming. Therefore ask yourself who you want to reach and where you can find this audience.
Make sure that you expand your network with good journalists, bloggers and that you promote your work on, for example, conventions and networking drinks. It is also always a good idea to promote your white paper through your own blog. This is how you build a name.
Tip 5: Use all social channels
Social media help you tap into a larger audience. Because a white paper is primarily intended for business, your audience will probably be on LinkedIn. This network has the option to distribute content via LinkedIn Publisher. You can then put your content into groups in which your target group is located.
And as a last tip: also consider advertising online. This can be done via social channels such as Facebook, but also via Google Ads. A white paper provides your company with new leads and sales, so you can free up your marketing budget for this.