What Next?

So you're done.  The piece, or the campaign, is in its final draft.  It could have taken a full global team months to get to this point (in the case of a company like Accenture), or you could have written it from the heart in a couple of days. 

How do you unleash it on the world?  

Here are some ideas, all of which we can help with execution:

• LinkedIn post.

  • The organic post on LinkedIn is a good way to start. Introduce the paper and put a clean, non-gated link to your website for download.

  • If the paper justifies an infographic, create that.

  • Rather than asking your colleagues to 'like' your post, ask them to post the paper to their own LI page.  What you lose in personal likes you'll greatly gain in reach.

  • Consider LinkedIn advertising.  It's one of the best ad values available, especially if you're a B2B. Want to target CFOs who went to your school and now work for the top 50 machine tool companies in the UK?  You can do that.  

• Twitter

  • Twitter's reach is less than LinkedIn, but has a high quotient of influencers - analysts, media, government - that makes it a good secondary target.  

  • Post from your company's Twitter page, teasing sections of the white paper - maybe add an infographic as above.

  • I'm not convinced about the 'targetability' of Twitter ads, but try them - they're inexpensive.
    

• Internal and external communications

  • Make sure the paper is broadly circulated through your existing IC and External channels - a newsletter, podcast, intranet.