First, brainstorm the whitepaper.

  • Make sure it is repurposed
  • Don’t mention your product
  • First, focus on the problem in relation to the buyer
  • Then, focus on the solution

In the end, your whitepaper should present the problem, the solution, and offer an example of a client who used this solution to achieve results.

Next, create the whitepaper.

A whitepaper is a bit different than a blog post:

  • Blog Post vs. Whitepaper
  • 500-600 words vs. 800-1,000 words
  • Usually 1 point vs. Usually 2-3 points

Okay, you have your whitepaper. Now you need to craft a 90-day campaign to achieve your goals.

3-Month Campaign for Whitepaper Lead Gen Success

[Month 1] To promote the whitepaper, distribute it to your target audience.

  • Send it in an email
  • Promote a link to the whitepaper in social media, such as Twitter, Facebook, and LinkedIn
  • Introduce the whitepaper in a blog post

[Month 2] Turn it into a webinar!

Pull in more of your target audience! Some of your prospects might prefer content in the form of a presentation over text. Convert the content of the whitepaper into webinar form to get more leverage out of your whitepaper’s content.

[Month 3] Once you have everything, offer it all in one place.

Create a new landing page including the entire campaign: whitepaper, blog posts, webinar, and an ebook if you wrote one. Include a conversion form on your landing page to grant access to your whitepaper kit and generate leads from the process.

Think you’re done? Go the extra mile!

Recycle and re-purpose for more content.

  • Create additional blog posts directing back to the whitepaper.
  • Since many people are more audio and visually-focused, create voice-over slides and 2 to 3 minute YouTube videos to capture interest.

Wondering how to create a whitepaper if you’re just getting started? Start with what you have, and generate the whitepaper from already-developed content.