Reengineering the White Paper

Bloom Group contends that:  Unless you do original research you cannot have anything original to say and therefore your white paper can't represent thought leadership.

Focus less on distributing your white paper directly to prospects and more on getting online "influencers" (bloggers, online publications, tweeters, etc.) to recommend and provide links to your paper.  If the most influential bloggers, tweeters and other in your market like your white paper, they'll likely to generate a lot of traffic to your website.

It’s easy to believe this if your white papers aren’t generating client interest. To be sure, there are too many bad white papers out there. But a notable few prompt clients to reach out to the white paper’s authors. Rather than junk the white paper, we believe it’s time to retool it.

How do you use social media to attract attention to your white papers?