White papers are only useful and powerful as a marketing tool when they are read by your target customers and potential clients.

This means that for a white paper to be successful, you need to craft a campaign around the paper to gain readers and interest in the information it provides.

Crafting a white paper launch should always include strategizing additional marketing materials for potential clients to read: content materials that send a consistent message across all platforms.

What is a white paper?

For the uninitiated, white papers are usually in the five to eight page range and clock in at around 2500 words. White papers contain narrative text that is educational, practical, and useful – not a sales pitch. The paper provides facts, not just opinion.

They may show and explain a particular product, or communicate the value of a certain service. Typically, they also tend to relate the product or service to important desired customer outcomes: usually saved cost, time, and resources.

Additionally, because more people read white papers for work, not pleasure, it’s important that the design of the paper also includes elements that make it easier to read:

  • Text breakdown/headings to make it easy to skim
  • Illustrations
  • Pull quotes
  • Text boxes
  • Other visual aids

Crafting a white paper marketing campaign

In addition to outlining, researching, writing, editing, and designing the actual paper, it’s important to craft a campaign around the white paper and market it thoroughly. Promotion can happen in a variety of ways that may include:

  1. Letters sent out to prospective clients inviting them to read the paper.
  2. Posting the paper to numerous websites.
  3. Extracting ideas from the paper and crafting related blog posts from them.
  4. Creating a press release about the paper.
  5. Mentioning the white paper in newsletters, e-zines and blogs.
  6. Featuring the paper prominently on your home page.
  7. Creating online ads for it.
  8. Sending e-mails about it.
  9. Mentioning the available white paper in e-mail signature lines.
  10. Tweeting about it on Twitter or sharing on other social media channels.
  11. Giving it to prospects on sales calls.
  12. Giving it to prospects at trade shows.
  13. Paying a third-party service to syndicate it.

Searching out value-added services

To put your best foot forward with your white paper campaign, a professional copywriter should be happy to answer questions and offer help with any of the above suggestions. A professional content strategist will look beyond the completion of the white paper document itself to help you craft a complete marketing campaign.

These value added services may include drafting sample cover letters and e-mails to your potential clients, composing related blog posts or contributed articles from extracted ideas, and putting together a press release for the paper. All of these additional campaign aids will get you started promoting your paper and take the burden off your need to do any additional creative writing.

It’s important to ensure your paper gets out there into the hands of your target clients and customers. These promotional ideas for your white paper marketing provide the needed tools to help you share the ideas in your white paper. If you entice more people to read the white paper, you’ll ultimately bring in more leads which can turn those prospects into new clients and customers.