26 May 2020

8 Strategies on How to Promote a White Paper for B2B SaaS

White papers make excellent B2B SaaS lead magnets. But, they’re often time-consuming to produce, so you need to know how to promote a white paper to its full potential.

In this video, we’ll cover 8 ways you can promote your B2B SaaS white papers to drive leads and sales.

8 Strategies on How to Promote a White Paper for B2B SaaS (Transcript)

Hi SaaS marketers! Emily Amos here from Uplift Content.

White papers make excellent B2B SaaS lead magnets. They enable you to highlight your products or services while offering readers actionable value. But, of course, nobody will benefit from the lead magnet if no one knows about it. The first step to getting results is knowing how to promote a white paper for your SaaS company.

White papers can be time-consuming to produce, so you need to make sure they don’t sit on a (virtual) shelf collecting dust. Here are 8 ways to promote your white paper effectively:

How to promote a white paper on your website

1. Blog posts:

As part of your overall content strategy, create blog posts that funnel readers to your white paper with strong calls to action.

2. Landing pages:

These webpages give people a preview of the value that your white paper will deliver.

How to encourage downloads of your white paper through email

3. Newsletter teasers:

Before you publish your content, start generating interest in your white paper by including a preview snippet in your email newsletter. 

4. Email signature:

Instead of including a link to your website’s homepage, link directly to your white paper to drive your contacts there.

How to promote a white paper on social 

5. Scheduled posts:

Choose a few social networks to promote your white papers on. Create a series of posts to release gradually that highlight different points of interest in the material.

6. Industry groups:

People in these social media groups are actively seeking engagement and solutions. Offer up the insight in your white paper to this captive audience.

How to boost downloads of your white paper through partnerships

7. Podcast features:

Be a guest on a podcast to build brand awareness and promote your content to a wider audience. The audio-based medium enables you to forge a strong connection with listeners.

8. Media partnerships:

These collaborations often take the shape of an agreement that includes an ad buy in exchange for editorial about your company. Media partnerships amplify your reach and credibility, helping you promote your white paper to a larger audience within your industry.

Get support with content strategy and creation

Uplift Content can help your team by creating compelling white papers, as well as  writing the associated content that you’ll need to promote your white papers across multiple marketing channels. Explore our white paper writing service.

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Emily Amos
Emily Amos

As the founder of Uplift Content, Emily leads teams in creating done-for-you case studies, ebooks and white papers for high-growth SaaS companies. Check out her bio.

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