Philip Deramo has been authoring his company’s cyber liability white papers for the better part of his tenure as Vice President. He created and presented a cyber liability business model that enabled the company to entertain various exposures, and in doing so created an opportunity to come up with informative white papers on the topic. He knows publishing white papers is not an easy job, and he offers a few tips.
Lots of marketing
Getting your white paper out there is a lot like marketing a new book – you need to start early. Marketing beforehand ensures that there is a ready audience willing to read the white paper as soon as it’s published. However, unlike marketing a book, you don’t have to spend months on the marketing aspect. If you start a week (or two) before publishing, you should have generated enough buzz to prepare your readers.
Review the content
Have the content reviewed and edited at least two weeks in advance. Have a professional proofread, edit and add any design aspects that may be necessary. This ensures that you don’t run into any issues during publishing. Having another set of eyes go through the content ensures they catch any errors or oversights in your work.
Promote the paper
If you have a blog, generate excitement by posting a series of blog posts that promote the white paper. At the end of each post, include a call-to-action type message that keeps readers informed about the white paper. Include links to a landing page if you have to.
Philip Deramo has more than a decade of experience in insurance underwriting.
Lots of marketing
Getting your white paper out there is a lot like marketing a new book – you need to start early. Marketing beforehand ensures that there is a ready audience willing to read the white paper as soon as it’s published. However, unlike marketing a book, you don’t have to spend months on the marketing aspect. If you start a week (or two) before publishing, you should have generated enough buzz to prepare your readers.
Review the content
Have the content reviewed and edited at least two weeks in advance. Have a professional proofread, edit and add any design aspects that may be necessary. This ensures that you don’t run into any issues during publishing. Having another set of eyes go through the content ensures they catch any errors or oversights in your work.
Promote the paper
If you have a blog, generate excitement by posting a series of blog posts that promote the white paper. At the end of each post, include a call-to-action type message that keeps readers informed about the white paper. Include links to a landing page if you have to.
Philip Deramo has more than a decade of experience in insurance underwriting.
