Developing A Whitepaper Launch Strategy
Posted: Friday 05 February, 2010
This has been a really interesting exercise, as there was patenty no 'correct' answer from the outset. Moreover the array of new services, channels and communities that we now have access to means that there are numerous permutations and combinations that simply weren't there previously.
At first, the obvious approach seemed to be to use the whitepaper function within LinkedIn iteself, not least given the subject matter but also the audience. However I can't help but wondering whether simply posting to the web is falling short in terms of a whitepaper's potential (nb just to point out that it's nothing more than a streamlined document with hints and tips based on first person experience - brain surgery it most certainly is not).
So, we decide against simply posting it to one or more sites and linking to it from our own extnded network.
Given the SEO value of links, it seemed sensible to attempt to negotiate it's placement in a site with a decent page rank (and relevant audience, obviously).
So that's what we've done.
The end result is that the content will go on the third party site first (ie old school PR), containing links (to the benefit of our search efforts), which we will then link to from our network to proudly convey the 'coverage' (again PR) before finally extending the documents' reach through posting to our various social communities.
Moroever, by advertising it's availability directly from us on the Punch site, the thinking is that some - and perhaps many - might still ask for it directly, thereby assuring it's value as a lead-gen exercise too.
You can be sure that we'll be watching with interest to see if the above is anywhere close to what actually happens...