Moz Q&A is closed.
After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.
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
-
Best way to check/find lost links?
Hi all As everyone, we have seen a decrease of domain authority and external links during the last months. with open site Rand is explaining the reason in this in this post, but I still would like to have a look to the links that in theory I have lost during the last months. I thought Majestic was the best option but I have been trying to get the info and I see nothing clear. When I download the fresh or history links, I only see links that are live (in theory, because in history I get a lot not existing but I can not see it without a manual check). The option of lost links is just giving me 1000 links per day, but after downloading some and checking I see that this lost link report is showing me links that are working (but it looks that majestic couldn't access when they did the crawling and show them as lost). Also the numbers of lost links are totally different if you use fresh or historic... Anyone could recommend me a good way to find out links that I really lost? Thanks
Link Building | | AutoEurope1 -
Any white label link building providers like Audience Bloom?
Have used the services of Audience Bloom and do think they are great in being able to provide white label link building services: http://www.audiencebloom.com/services/link-building/white-label-link-building-services-for-agencies/ They are quite expensive though and so we are wondering if any one can help to provide other similar and credible companies like them that offer white label link building but at a lower cost. We would appreciate the advice here of anyone that is unbiased and unaffiliated in providing an credible recommendations. Thanks so much!
Link Building | | Gavo0 -
Best Way to Filter Backlinks
When analyzing backlinks and trying to get the same one for another site there are a ton of backlinks to go through. I know that if the DA of the link is then pages on the site might be a good choice like adding an article or something of the sort to the site but as far a the same page goes you can typically only do this with a comment on the page. My question is, given a huge list of backlinks from multiple sites, is there an easy way to analyze the links and determine which ones I can copy without manually checking hundreds of links?
Link Building | | spyke010 -
Best Name for Business and Backlinks / SEO
Sorry if this is a basic question I should know the answer for. We have just acquired the .org for a moderately well searched keyword set. Our objective is to fight for rank specifically on this one set of two keywords. We want make sure our site is setup and business named optimally for this. Here is my question. What is the best business name for SEO and keyword rich backlinks, or anything else I'm not thinking of? KEYWORDS: Blue Widget DOMAIN: BlueWidget.org BUSINESS NAME OPTIONS: A) simply BlueWidget.org. We like this but do we lose some benefit of "Blue Widget" with a space on backlinks? **B) Blue Widget Foundation. Is this better because people will reference us by the keywords with a space "The Blue Widget Foundation", instead of "from the people at BLUEWIDGET.org"? ** Am I missing anything important here in the name? We just want to start everything off on the right foot. Thank you Moz. Just joined and my first post.
Link Building | | RetBit0 -
What is the best way to go about building backlinks?
I'm a newbie here and my head is spinning because I don't know where or how to start the backlink building process. My website is 1 month old and I don't have any backlinks yet. what is the best way to go about it? Should I study my competition's backlinks and go from there? I'm so confused I need help! Please help! Any information will be greatly appreciated!!
Link Building | | allie741 -
Best Keyword reseach tool for spanish site?
Good morning to all. I am looking for a good keyword research tool for spanish website. The google keyword tool does not give enought long tail keywords and wordtracker does not provide good results for spanish sites. Does anybody here have experience with a good keyword tool for spanish sites?
Link Building | | seoroyal0 -
What is the best way to manage backlinks?
What back link management software do you guys use or recommend? Need to manage types of links on each page. Thanks
Link Building | | joemas990 -
What are the best paid directories today?
Looking to do some paid directory submissions and was wondering if a) they were still worth the money and b) if you have $500-$1,000 what paid directories would you submit too? I am assuming that BOTW is still on the list, but I rarely every see a BOTW link in any backlink report. Are they still relevant or are they more a sign of quality to the engines rather than an actual link? Same with JoeAnt
Link Building | | BraveheartDesign0