You’ve put time, effort and precious dollars into developing a killer white paper. Now turn it into a PDF, email it your boss and congratulate yourself. Margaritas for all!
No, wait.
Let’s talk about generating value. Let’s turn that hot-off-the presses white paper into a powerhouse business development resource.
No, wait.
Let’s talk about generating value. Let’s turn that hot-off-the presses white paper into a powerhouse business development resource.
- Create a strong landing page. Dress it up with a bold graphic, sure, but focus on functionality too. Ease of access is key to driving wide distribution. Harvest names and emails, but don’t make them jump through hoops to get to the goods.
- Promote. Plug the white paper in blog posts and on social media. Share not only with prospects but also with present clients and partners who may be in a position to pass it along. If it suits the subject matter, consider a short video or infographic pointing potential readers to the landing page.
- Sell them on the value. Create snippets highlighting your content: Give readers a taste of what they will be seeing. Highlight the tangible bits here. “This paper tells you how to fix the leak!” Leverage the promise of value as a lure.
