25 Ways to Promote and Distribute Your White Paper

25 Ways to Promote and Distribute Your White Paper

Let’s say you’ve just completed an educational white paper on a topic of clear and compelling interest to your existing and potential best new clients.

How do you promote and distribute it? Do you put it in clear plastic and hang it on doors? Slide it under windshield wipers? Drop it from airplanes?

Promoting a white paper (sometimes called an eBook or Investors Guide) goes beyond the first step of emailing it to your current clients.

People digest content in different ways. The more and better you repurpose it and distribute it, the more buzz you’ll create.

Try these tactics to elevate your white paper’s visibility, buzz-ability and overall usefulness:

1. Repurpose each chapter into a blog post.

2. Post the paper as a call to action on your website home page.

3. Pitch to a reporter at an influential news publication so they can place it or interview you on the topic.

4. Write an article for a leading trade publication, and add a link to the paper.

5. Write a headline and tweet it out with an image of the paper.

6. Create a Twitter web card with tips from the paper.

7. Design an infographic based on the paper’s tips, tricks, or quotes.

8. Post a chapter or chapters on SlideShare.

9. Post the cover on Instagram.

10. Share a snippet of it on Google+

11. Write a LinkedIn article based on the content.

Related: 7 Strategies for Building Better Web Sites

12. Take the content and make it into a video.

13. Sell it on Amazon.

14. Place the book in the Resources (or Library) section of your website.

15. Create an online CTA for the white paper within another relevant blog post.

16. Give a printed edition to prospective investors at seminars, events, and in- person meeting.

17. Launch it as an audio book.

18. Create a podcast around the topic of the book.

19. Host a webinar.

20. Write a guest blog post for sites covering the topic.

21. Get it on a USB drive and give it away at conferences, seminars, and booth exhibits.

22. Promote it in your weekly email to existing subscribers.

23. Feature the content as part of your lead nurturing email campaign to potential investors.

24. If you do a radio broadcast, craft a feature segment on the main topic.

25. Turn it into a PowerPoint presentation.

Can you think of more ways to share your white paper?

Dan Sondhelm
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Dan Sondhelm is the CEO of Sondhelm Partners, a firm designed to help financial clients attract investors, strengthen distribution and build brands. Dan was nominated by ... Click for full bio

Most Read IRIS Articles of the Week: Feb 19-23

Most Read IRIS Articles of the Week: Feb 19-23

Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, Feb 19-23, 2018

Click the headline to read the full article.  Enjoy!

1. Don’t Get Pinged by the Social Security Earnings Limit

I’d like to introduce you to Peggy. Born in 1956, Peggy will be 62 in 2018. She has worked in retail her whole life, the past twenty-five years spent in management. Peggy divorced from her husband 14 years ago, is still single and has no children. — Dana Anspach

2. We're Back to “Bad News is Good News” and “Good News is Great News”

This week the markets shrugged off last week’s fears and went back to the slow and steady melt up, despite economic news that looked likely to once again rock the boat. — Lenore Elle Hawkins

3. Q1 2018 Factor Views

Themes established in 2017 across a wide range of markets and factors continued to resonate through the fourth quarter. Economic growth was strong and supportive of equity markets across the globe, a range of volatility measures reached all-time lows, and business and consumer sentiment remained elevated. — Yazann Romahi and Garrett Norman

4. A Beneficial Basket of Commodities

Advisors and investors that feel they are hearing more and more about commodities and the corresponding exchange traded products in recent months are right. That is a natural result of dollar weakness and yes, the greenback is floundering again in 2018. — Tom Lydon

5. 3 Trends Shaping the Future of Asset Management

As the industry works to cope with new regulation, wades through an outpouring of new products, learns to satisfy investors’ shifting priorities and manages the active-passive debate, the viability of business units will be questioned, and at times radical measures will be taken. Peter Hopkins

6. 5 Ways Advisors Leave Money on the Table, and What to Do About It

My hope is that this article points out some opportunities for you to make more money and serve your clients at a higher level and that you decide to do something about it. — Bill Bachrach

7. The Market Has Gone Wild! Is It Time to Change Your Investment Strategy?

Whether the market is flying high or taunting your emotions with new lows and some bumpy volatility, here are four things every investor should keep in mind ... — Lauren Klein

8. How to Deepen Client Relations and Capture New Business Using Engaging Content

Why financial advisors NEED to understand much more clearly the power of good digital market. With tools like AdvisorStream, it’s easier than ever to get the content you need to drive leads and referrals today! — Kirk Lowe and Matt Halloran

9. Three Ways The Most Successful Gain Big Attention

How do some firms and ideas go from nowhere to everywhere in a few short months? All of a sudden a restaurant becomes popular, a gas station gains a cult following, or a Broadway show becomes too popular to get a ticket for years. — Maribeth Kuzmeski

10. Who Are the Hottest FinTech Firms and Influencers Around the World?

"Worldwide, $27.4 billion poured into fintech startups in 2017, Accenture reports, up 18% from 2016. With so much in play, it’s not surprising that 22 companies are new on this, the third edition of our list."  — Chris Skinner

11. The New Stock Market Normal Is Not What You Think!

Many sensational headlines have been written the past few weeks about market declines, but two things have increased for sure: the viewership and the ad revenues of financial media organizations — Preston McSwain​​​​​​​

Douglas Heikkinen
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IRIS Co-Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues ... Click for full bio