So you’ve written a white paper to showcase your insurance expertise. It’s well focused, well written, backed up by research, and provides valuable information to your target audience. This is no easy feat, and you are to be congratulated. However, the process isn’t over. Now you’ll have to get the word out about it.
Give it its own dedicated landing page. It’s not unusual for white papers to get lost on a website—on a resource page, a single blog post, or somewhere else it can’t be readily seen or sold. Instead, give it its own web page, with copy that promotes it like it’s a product. Highlight the benefits of reading it and what your audience will get out of the process—make them want to read. This gives you a single, easy place to link to on your social media and other places you promote it.
Optimize the landing page. Be sure to work in relevant keywords—use them sparingly, but be sure they’re in there. That way, you can make sure your white paper is easy to locate on Google. And be sure to include social sharing buttons at the top of your landing page so that users can promote your content as well. Avoid mentioning anything else about your business, including ads, on your landing page—its sole aim should be selling your white paper.
Use white paper distribution services. White paper distribution services publish white papers in a wide variety of industries, including insurance. They have access to a broad audience, are knowledgeable about promoting their white papers, and often have audiences on social media and via email that they can promote your white paper to, as well.
Promote your white paper. Mention it on social media, put a link to it on your website, and write an e-zine article highlighting it to blast to your email marketing list. Be sure you’re talking about your white paper on all your marketing channels.
Your white paper can be an excellent tool for highlighting your insurance expertise—and expanding your business base. However, once you write it, the work is only partly done. Promote your white paper by creating a sales-focused landing page for it, get attention on social media channels, and use a white paper distribution service to access a wider audience. With these steps, you should be able to get the audience your hard work deserves.
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