One of the keys to writing a great white paper is to include lots of quality content — especially by referencing stats and figures, which will make it more interesting and add credibility. As the writer, it’s your job to find this quality content. So before getting started, you’ll need to spend a few hours gathering the information you’ll need and modifying it to suit your purposes.Continue Reading
Publishing a new white paper is a lot like publishing a new book — you need to do a lot of marketing ahead of time. Marketing beforehand can help create a lot of buzz and get people to line up to read it as soon as it is published.
But unlike marketing a book, you don’t have to market your white paper for months before you publish. If you start your marketing push a week or two before you plan to publish, you should have plenty of time to generate excitement and prepare to engage your readers.
The tips below will help you prepare for the big launch:
If you’re looking to use white papers to help your business generate leads, writing the actual paper is just the first step. A white paper will only generate leads if it’s read by the right people. So after you finish writing, you’ll need to make an extra effort to promote it in order to draw potential readers in and, eventually, convert them into clients.
Below are six of the most common mistakes content marketers make when promoting their white papers, and some simple ways to counter them: