Best Way to Market a White Paper
-
Hello everyone,
I had to write a white paper for an entirely different purpose than to drive links, but it did come out very well and I think it would be a fantastic tool in my SEO efforts.
What do you guys think is the best way to market a white paper? Obviously I will let our email subscribers know about it and place a link to it in a prominent place on the website, but if anyone has any extra ideas, I would love to hear them.
Also, what is the best way to host it? Taking the Moz beginners guide for example, I would love to just put it on my server like http://static.seomoz.org/files/SEOmoz-The-Beginners-Guide-To-SEO-2012.pdf but is it necessary that I make it web-friendly like http://moz.com/beginners-guide-to-seo?
Can the former do anything for SEO? What if there are links to and from the site?
Any advice would be great.
Thanks
-
Both suggestions from Ron and ReferralCandy are good ones. Have a dedicated landing page, promote on all of your owned channels like newsletters and social media profiles, and do your best to promote through your writing onsite and offsite.
Beyond that I recommend that you look into paid social channels like LinkedIn, Twitter, etc. You can get reasonable CPCs and highly targeted audience demo/psychographics like job title, region, etc. Very handy if you only want to target CMOs or CIOs, for example.
-
You might consider setting up a dedicated landing page for the white paper and requiring an e-mail and name to download. You could use pay per click to drive leads and collect their contact info when they download.
If you are set up in directories that offer coupons consider setting up a coupon that allows leads to download the white paper.
-
On top of email marketing, you can consider promoting it on your social media channels, and writing blog posts to promote your white paper. Treat it like one of your products, and market it the same way as you would normally do for your product. Here's a link that will be of relevance to you: http://www.benchmarkemail.com/blogs/detail/online-marketing-branding-how-to-market-your-white-paper
In terms of SEO, it would be preferable if you gave it a web-friendly url, which would help as a ranking factor, and easily shareable as a link. You would want your white paper to rank well on search engines too!
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Is there such a thing as buying white hat backlinks? (example)
Hi, would you guys recommend using a backlink service like this? https://www.peopleperhour.com/hourlie/gain-30-links-from-30-top-newspaper-sites-in-the-uk/396519Or is this the kind of thing that leads to being penalised?Over the years, I've always been told this is black hat and dodgy. Is that always the case?
Link Building | | landport0 -
Best inexpensive email outreach program
Hello, What's an inexpensive, easy-to-use email outreach program for link building? Thanks
Link Building | | BobGW0 -
What is the absolute strongest way to increase domain authority?
I'm asking for specific techniques and or examples. I have been link building strong links from related websites and yet my DA has fallen two points in a month.
Link Building | | jonnyholt0 -
Help with outreach emails for content marketing
Hello, Could I get some feedback on how to make a good outreach email? I'm using buzzstream and Rand's awesome whiteboard friday. Here's what I've put together: Hi [first name] have you seen this [our niche] article? Paragraph 1 (short paragraph) comments on what the person is involved in, and ask them how these things are going Paragraph 2 (short paragraph) talks about how I've shared and retweeted their recent important posts. Paragraph 3 (short paragraph) Asks if they would link to our article. This niche article is really useful and needed to these people. Paragraph 4 (short paragraph) I'm not sure how to reasearch and put something interesting here. [my name] co-owner [our website]
Link Building | | BobGW0 -
Best links not showing up
I was wondering why some of my best (high-ranking) links don't show up either in Open Site Explorer or Majestic SEO's backlinks tool. Does Google even see them?
Link Building | | cathiedducktoes0 -
3-Way Link Exchange Method - Does it Work?
Hello People, I have been searching for a service to help us with our link building and have been talking to a company that uses the 3-Way link exchange method and my question is: Does it work well? Below I pasted an email from this company explaining their method. Thanks in advance to everyone! =============================== Our success rate is about 80%. For one way links, we use 3 way link exchange method for making links. Suppose your site is A. My website is B. My friends website is C and friend's client's site is D. I will add a link on B linking to D and my friend will add a link on C linking to A. This is the procedure we use for making links. We check the quality of the website before putting link on it. The site will be completely relevant, no spam links will present there and the page will be minimum of PR1. ================================
Link Building | | k9byron0 -
Best place to outsource backlinking services?
Hi, I have been doing "lite" SEO on my site for several years and have achieved some decent ranking for relevant terms. I have good solid content and and am simply in need of quality backlinks to boost my SERPs. I stopped doing SEO because I was focused on development of the site for about 6 months and lost about half of my traffic as a result. In the past I have used rentacoder, guru, and odesk for software development, but does anyone know the best one to find decent SEO consultant/content writers? I want to start out at about $300/month for back links and ramp up from there. Also, The last company I hired provided almost all links from India spam sites, however, I still noticed a steady increase in rankings over a few months. Thought on thats? Thanks!
Link Building | | lane06180 -
Best Blog Search Engine
What's the best way to find blogs? Any search engine or blog catalog you recommend? I"m trying to find blogs with specific topics/articles.
Link Building | | SoulSurfer80