By Ryan Malone
Product launches can be incredibly powerful tools for uniting an organization. Have you considered launching your white papers like products? Product launches:
* touch most, if not all, media channels.
* distribute a few core messages across different audiences.
* educate on benefits and offer a strong call to action.
* build momentum with sales, PR, marketing and support.
If you replace the words product launch with white papers, you’ll see that white papers share the same powerful attributes as product launches. Add to this the many studies that show white papers are among the most powerful sales tools available, and you should be wondering: Why don’t I launch white papers like products?
Fortunately, a new method of launching white papers enables companies to gain tens of thousands of dollars in free advertising reach from a single white paper. This results in more leads, better lead quality, broader reach, speaking engagements, byline articles and more!
The White Paper Launch Method
Companies are turning to the white paper launch method to increase leads, customers and influence. Beware: For this method to be effective, you must start with an educational paper. Papers loaded with product features or company propaganda don’t translate well to other media channels.
Here’s a 7-step launch process that’ll get your white paper firing on all cylinders:
1. Create a strong landing page.
Landing pages are critical to convert visitors into leads and customers. Your landing page should be a powerful teaser that incentivizes the reader to download your paper. To keep your visitor focused, consider including a video overview of your paper, a contact form below the fold and compelling content to drive conversion.
2. Put a perspective news release on the wire.
Perspective news releases share your white paper in press release format. Not only does the wire service get your arguments into the hands of the media, but it also creates potentially thousands of inbound links from sites like Google News, Yahoo Finance and Reuters.
3. Distribute pitch letters to reporters.
Pitch letters position your white paper with a teaser, enticing reporters to hear your story in a phone interview. While not all reporters will respond, they will be aware of your message. Those who do respond may provide you with valuable briefing time and a chance at a write-up.
4. Offer byline articles.
Byline articles are worth gold to marketers. But they’re only possible if your content is educational. Putting together a byline proposal gives you a chance to get your white paper into print for free in major publications.
5. Pitch speaking opportunities.
Tradeshow organizers grow attendance when attendees know they’ll learn something. Pitch tradeshow sales reps to add your white paper topic to the speaker agenda. Tie an educational topic to your presentation. The more tradeshows educate, the more tickets they’ll sell.
6. Syndicate your white paper.
White paper syndication is a great way to generate leads quickly and motivate your sales team. Use both free and pay sites to maximize reach and early lead flow. A few early sales are contagious!
7. Leverage social media.
Social media is all about sharing useful content. Strategically place retweetand sharebuttons within your white paper and on your landing page. If you’ve written good content, your readers will spread the word.
To learn how to launch white papers like products, download 7 Tactics to Boosting White Paper Performance: The Many Benefits of the White Paper Launch Method.
About the Author: Ryan Malone is the founder of SmartBug Media, a leading inbound marketing agency and believer in white paper marketing. You can follow his writing on his inbound marketing blog and follow him on Twitter.
