Do you want to be thought leaders, generate more leads and possibly nurture the existing ones until they're ready to buy? When it comes to growing your pipeline and getting the maximum return on investment, most B2B companies find whitepapers to be more effective than videos, blogs, infographics, e-newsletters, etc.

Unlike the amount of content we see a lot today, your prospects are actually interested in a whitepaper. A well-written white paper always contains valuable information that can help potential customers make important business decisions. And nothing is more of an impact than an in-depth analysis of a problem related to your business.

However, promoting whitepaper can be a struggle for marketers as half of them don't even know where those marketing materials fall in the sales funnel. As a result, this gray area can often confuse marketers.

To successfully promote your white paper, you need to understand its purpose, as well as the expectations of your potential and existing customers.

1. Revise your landing page and test it with A / B.
While promoting your whitepaper, the first thing you need to do is look at your landing page. Your landing page can either make it or break it, and a non-convertible page can make all of your marketing efforts pointless.

As you offer your unique value proposition or MSRP, make it clear why your audiences should be disclosing their details and take the time to read your white paper. Make sure your site is easy to navigate, looks good, and is accessible from all types of devices.

2. Work with Industry Associates & Conferences
To keep an eye on potential partners, many conferences rely on content marketing in the form of blog posts, videos and white papers. Marketers should take this opportunity to introduce their white paper to a wider audience. You can reach the audience of the attendees through your valuable partnership opportunities. You can also partner with an industry association to promote or research your white paper.

3. Use Facebook to promote your white paper
The key to successful content marketing on Facebook is promoting page posts to target the specific audience in their news feed. You can easily optimize your advertising budget and keep an eye on your advertising spend using Facebook's new cost cap bid strategy. Facebook algorithmically optimizes your campaigns by maintaining the consistency of your budget regardless of the various cost factors.

Read more - https://deck7.com/blog/6-things-to-consider-for-your-white-paper-promotion?utm_source=Niranjan&utm_medium=prfree.org