Apr
7
White papers have one fatal flaw.
They require someone to read them.
Organize the release of your white paper in a timely matter and you can take advantage of human nature – people consume information in chunks.
Before you start your next campaign, go to your local trade mag’s website and see what’s up on the editorial calendar. Write a white paper related to one of the topics on that calendar. When you release the white paper in coordination with the calendar, and you’ll have incidental leads from people who are searching for more information that topic. (It works both ways – the trade pub will get traffic from you also.)
Comments
