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Lisa Shepherd

4. Use the white paper as the basis for a presentation at an
industry conference.

5. Use the white paper as the basis for a lunch and learn, to
which you invite 20 target customers.

6. Use the white paper as the basis for a webinar, and
promote it to your existing and prospective customers.

7. Write a press release about the white paper and send it to
the editors of trade publications that your target audience
reads.

8. Write a blog summarizing the white paper and post it to
your own blog and any blogs that you are a guest author
on. Be sure to include a link to the download or email
page for the white paper.

9. Tweet about the white paper, update your LinkedIn and
Facebook pages with a link to it.

10. Send out a link to the white paper in your regular newsletter.

METRICS
# of white papers produced
# of views/downloads per white paper
# of PR mentions
# of times prospects mention your white papers
# of times your white papers are cited by other sources

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© 2012 Lisa Shepherd