An effective way to market your white papers and guides

Erm, a picture of some crumpled white paper. White paper you see? Yes, sorry, I'll try harder next time. Technical PR, Engineering PR, Industrial PR, Manufacturing PRLaunching a white paper, guide or e-book has long been considered a crucial part of a technical PR campaign. Furthermore, the methodology for promoting the guide is pretty much in place as well; one issues a press release, promotes it via social media, considers the possibility of advertising and includes it as a download in e-mail marketing campaigns etc, etc.

But for a while now I’ve wished there was an equivalent of YouTube for these kinds of publications. I’m thinking about a site that people could use to promote their guides and where one could search for this kind of content, safe in the knowledge that it’s probably there.

And now there is; Scribd looks set to provide a revolution in the way we download written content, from e-books and free guides to novels and factual books. At present, its functionality is limited in the UK compared to the fully powered US version. At the moment you can’t sell a book on Scribd over here while US users can do exactly that. This is a shame as I believe that paying for something creates a bond between the item and the buyer that downloading for free can’t replicate. Nevertheless, this functionality is due in the over the course of the next year.

So, next time you are planning your strategy for launching a white paper, make sure that Scribd is included. I think this is a site we will be hearing much more about in 2010 and 2011.

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Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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