The finished white paper should be available for free download on the homepage as a PDF. This way, anyone can benefit from your expertise, and you can generate additional traffic for your site. Depending on the target group, you can also share the document via social media channels and newsletters.
The production and distribution costs for white papers are low, but the design, planning and implementation can take a lot of time and effort. Unfortunately, the success of a white paper – as with various other PR and marketing measures – is not immediately quantifiable. However, a distinction should be made between regular advertising expenditure and the compilation of a white paper, as a substantiated document creates long-term value for the company, who can then benefit from it in several ways.
In general, white papers are more effective than conventional advertising messages. The combined facts and arguments they provide mean that interested parties can consult these documents for a long time. Graphic elements can also be integrated into related subject articles and used for internal presentations.