Effective & Creative Ways to Market Detailed Buyers Guide/Whitepaper
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My company has developed a detailed white paper/buyers guide for a specific type of widget that we sell, and we're looking for creative ways to market this content. We will be marketing it on our blog, plus via our ecommerce store's navigation. Any other suggestions?
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We simply have the .pdfs on our own site and many people link to them. We are happy to have those links and those links make these .pdf documents rank in the SERPs for important keywords (you can edit the properties of a .pdf document to produce a "title tag" that will optimized them and display in the SERPs.).
We could add a notation to our website that invites people to post them on their own website or add customized branding (still keeping the embedded links to our own site). Or, we could contact webmasters who link to them on our site and offer the custom brand if they host the document on their own server. That would get us some additional backlinks.
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We would like to have others use the guide on their sites, but I am having trouble coming up with ways to promote it to those sites for their use. Any ideas?
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Thanks. When I read "marketing" I thought you were selling.
If I was taking that approach I would place it in a .pdf and have a few embedded links within it that click the visitor to your website where more information can be obtained. If you allow others to post the free guides on their websites these will be spidered and counted by google as backlinks to your website.
Also, if you have a shopping cart that allows "buy buttons" you can embed links within a .pdf that can make a sale by linking to your shopping cart.
Good luck!
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Sorry, maybe I should clarify. We are not trying to sell the guide, we want to give it away for free. We are just looking for ways to publicize it. Of course, we will include it on our site, but I was trying to get ideas on other ways to promote it.
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This is contrary to what you are asking... but I would probably post it on my website in public view as a way to attract links.
I have written some product guides and that is what I have done with them. They are some of my best pages for pulling in search engine traffic and have attracted a nice number of links. These pages are responsible for a lot of my sales and reduce the number of questions that we must answer by phone or email.
Using your idea, I guess I could take all of the product guides that appear on my site, bundle them into an easily printable .pdf and offer them as a download for $9.95. Now I get the traffic, get the links and sell a few copies too. Best of everything.
A friend of mine has a lot of how-to-do-it pages on his website but also sells ebooks that includes all of the stuff posted on his site but some bonus items too. There is another way to approach it.
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