4 Ways to Promote Your B2B White Paper in 2022

4 Ways to Promote Your B2B White Paper in 2022

Kayla Graham

White papers are indispensable for B2B’s, making you more visible online and giving buyers important information about your solution. And they are still an effective lead strategy in 2022. You could have the best white paper in the world, but if you’re not promoting it, then no one will know about it. Like any content, promotion is vital to get the reach you need.

We show you four highly strategic ways to promote your B2B white paper and amplify its reach.

What Exactly Is a White Paper and Why B2B’s Need It?

A white paper is an in-depth educational report or guide presenting a problem and providing a solution. It helps your readers with three aspects: understand an issue, solve an issue, and decide.

A white paper helps establish you as a credible resource for potential buyers. Hence why, as a B2B, you should invest in producing them. It requires time and dedication, but outsourcing the project to B2B content marketing experts can help you create a tailor-made white paper in less time.

It’s been estimated that 76% of buyers would share information about themselves and their business in exchange for a white paper. So, a white paper plays a vital role in lead generation and in establishing brand authority and leadership.

Follow the 80/20 Principle with Content

The 80/20 rule for content advises that 20% of your efforts should be on creating content, and 80% should be on promoting it. It’s easy to think it’s the other way around, with 20% on promoting it and 80% on creating content. But the reality is the world of content is competitive and crowded, so you must put effort into promoting your content.

Promotion equals amplification on a massive scale. So, keep the 80/20 rule in mind when creating content.

80/20 Rule Infographic

How to Promote a B2B White Paper on a Website  

Your website is a powerful PR tool. It’s like an online shop window, so it’s excellent for promoting your white paper. Try promoting it through the following ways:

Create an Optimized Landing Page for Your White Paper

A landing page on your website is a great way to capture leads in exchange for your white paper. These visitors are interested in what your brand has to offer, so it’s good to keep that interest going. However, your landing page must be constructed well: SEO optimized, great enticing content, and easy to fill out forms.

Download formalities should be simple, easy, and short. If you have a poor landing page, your marketing efforts will go to waste, and your efforts in getting traction for your white paper will be in vain.

Write a Blog About Your White Paper

Writing a blog about your white paper is a great way to promote it. However, you don’t want to put all the information on the blog. Instead, give a teaser on the white paper by providing central ideas and a selection of excerpts from it. Your readers should get a preview that entices them to download your white paper.

Don’t forget to repurpose your blog posts into other forms of content: infographics, social media posts, website pages, etc., to further amplify their reach.

Use Web Banners for Your White Paper

Place an ad or widget on your website—on the bottom, the sidebar of blog posts, or other pages—mentioning your white paper. This way, visitors who might have come to your website for the first time through a search engine or your social media accounts will be reached.

How to Promote Your B2B White Paper on Email

Email marketing remains to date one of the most important forms of marketing with a high ROI, so you want to use it to promote your B2B white paper.


Generate interest in your white paper by including a preview snippet in your email newsletter.

Email signature

Link directly to your white paper from an email signature instead of including a link to your website’s homepage, or have both if it doesn’t look too cluttered.

Send Emails to Your Target List

Sending emails to prospective clients, existing customers, partners, and even colleagues is a great way to promote your B2B white paper. These contacts will be interested, given they are already vested in your brand and what you have to offer.

How to Promote a White Paper on Social Media

Social media is like a giant online billboard with the potential to reach millions of people, so it makes it a fantastic contender for promoting your white paper.

Scheduled Posts

Your social media accounts like LinkedIn and Facebook are great for promoting your B2B white paper. Choose a few social networks to promote your white paper on. Schedule your posts by creating a series of them that help generate interest in your white paper.

Industry Groups

After you’ve built up engagement in social media groups, offer up your white paper. LinkedIn groups are great for the B2B space.

How to Promote a B2B White Paper with Partnerships

Strategic and relevant partnerships can do wonders for promoting your white paper and brand in general.

Podcast Guest

Be a guest on a podcast to build brand awareness and promote your white paper to a wider audience.

Third-Party Partnerships

These collaborations can take several forms, like partnering up with influencers, industry experts, or media sponsorships (including local press coverage) to help amplify your reach and credibility.

Hire a Content Marketing Agency

Content marketing is the king of marketing these days, and by working closely with a B2B content marketing agency that has all the know-how, you can better promote your white paper.

Extras in Promoting a White Paper

Here are a couple of extras on how to promote your B2B whitepaper:

White Paper Submission Sites

There are several white paper submission sites like Online Whitepapers and That White Paper Guy where you can promote your white paper. Most of these are FREE too.


Given the popularity of video content, why not consider making a video based on some information from your B2B white paper and then upload it to your website, YouTube channel, etc.

Online and In-Person Events

Promote your B2B white paper at both online events like webinars, meetings, etc., as well as in-person events—trade shows, exhibitions, meet-ups, etc.— as they slowly return.

To properly succeed with your B2B white paper, you must promote it well. It’s not always easy, especially when you have so much to do. But a team of B2B content marketing experts can help you with it. Book time today with our team, and let’s start promoting your white paper.