Five Ways to Extend the value of Your White Paper

We’ve all heard the story about the economy – things are tough all over. The problem is that as the economy forces everyone to tighten their belts, businesses can’t stop marketing. Instead, they must make every marketing dollar count. Marketing efforts not only have to be highly targeted, they need to be highly effective providing maximum ROI.

Enter the white paper. A well written white paper speaks to a highly targeted audience, is very versatile and enjoys a shelf life much longer then traditional forms of advertising.

Because they are informative in nature, white papers can also form the basis of a number of marketing applications.

Here’s five ways to extend the value of your white paper:

1. Public relations – Because they are informative in nature, reporters will often welcome white papers as opposed to a press release. This can lead to company interviews and media placements which can pay for the cost of the white paper many times over.
2. PowerPoint Presentations – Your white paper presents the solution to an industry problem, why not share it with the industry. Use the information to create presentations that can be offered to conventions, industry meetings, key note events, sales presentations, whatever. Add the white paper as a leave behind and you’ve got a powerful marketing tool.
3. Sales Brochures – While a good white paper will do much of the selling, create a condensed version as a sales brochure that can be quickly read at trade shows or as a leave behind highlighting key points.




4. Trade Publication Articles – A good white paper can often make the basis of an article pitched to trade publications. Focus on the proposed solution and pitch it as an article written by a top executive or appropriate company rep.




5. Video Scripts – Use the white paper to create videos which can be distributed online through your YouTube channel or other social networks. Offer the videos to industry bloggers as blog posts.

That should get you started. The important thing is that once you’ve got the white paper, you’ve got the basis of a number of powerful marketing tools.

Click here to see how I can help you extend the value of your white paper.

Learn more about the power of marketing with white papers in my free report Utilizing White Papers to Generate Leads and Establish Industry Prominence.