The 70 best places to publish, promote, and sell a B2B white paper
The 70 best places to publish, promote, and sell a B2B white paper
So you have written an awesome B2B white paper. The white paper exudes style from cover to cover — abundant white space, sexy charts, and colorful splash pages to die for. This white paper will become the most beautiful digital asset ever created by your firm.
There’s only one problem. Where does one publish and promote a white paper? The best, most beautifully written B2B white paper will 👎die of obscurity if it is not exposed to enough eyeballs.
What are eyeballs? Eyeballs are readers, and readers are the target audience marketers intend to influence. These folk decide if a white paper is downloaded or shared. Without their participation white papers are meaningless.
Marketers can publish and promote a B2B white paper to an audience of million eyeballs 👀 by distributing it through self-publishers like Amazon and Google. Self-publishers, also thought of as off-website places, play a special role in drawing hordes of eyeballs to read, download and share a B2B white paper.
A B2B company employing one to five people will typically attract 600 unique visitors per month. Meanwhile, next door, Amazon is getting 200M unique visitors per month in the US alone, making it a hot destination for off-website publishing. Here, it would be a mistake to publish and promote a B2B white paper on the company website alone.
This article provides a who’s who 🤫 directory on where to publish and promote a B2B white paper. Amazon Kindle Direct Publishing, Apple’s iBook store, Google Play Books, IngramSpark, HBR, Forbes, Slideshare, and Scribd. We classify each according to the scale and type of audience they reach.
what is a b2b white paper?
White papers differ from other marketing materials, such as brochures. While brochures and other materials might be flashy 💥and include obvious sales pitches, a white paper is intended to provide persuasive and factual evidence that a particular offering is a superior method of approaching or solving a problem or challenge.
Producing a white paper represents a sizable investment. B2B white papers are at least 2,500 words in length. According to Cheryl Goldberg, it can take 20-40 hours for a professional writer to create a single medium-length paper—and that’s working on it full-time.
Apart from needing to be researched and written, the words need to be laid out in an 🎁 attractive fashion if the white paper is to get traction. This could take Cheryl’s initial prediction from 40 hours up to 80 hours of production.
Downloads and shares are the key metrics when measuring the success of a white paper. No matter how compelling a white paper if it is not exposed to enough eyeballs it will not meet performance expectations. For this reason, most white papers never return on investment.
The power of b2b white papers
These are remarkable statistics for a number of reasons. Prospects who decide to exchange their email address become a lead — and leads when nurtured, become customers.
Secondly, many B2B buying decisions are complex. Sellers must influence 👂more than one person to successfully close. According to Gartner, the typical buying group for a complex B2B solution involves six to ten decision makers‚ each armed with four or five pieces of information they’ve gathered.
Other research suggests in firms employing 100 to 500 staff an average of seven people are involved in most buying decisions.
When buyers are prepared to share a white paper with a colleague, marketers are able to influence decision-makers without having to meet them personally. It is increasingly difficult to get decision-makers in the same room. White papers continue to influence decision-makers who are spread out geographically or during times of a pandemic.
Despite all the advantages self-publishing platforms provide marketers, the content remains king. Without an awesome white paper that is unique and best-in-class, a B2B white paper will not be downloaded and shared.
Marketers will need to plan and write a compelling white paper that is branded, original, and SEO-friendly. While we have ideas on best practices for planning and writing compelling B2B white papers, we will instead focus here on where to publish and promote white papers.
70 places to publish and promote a b2b white paper
Here is our classification of the 70 best places to publish and promote a B2B white paper.
We explore all four types and explain the pros and cons of publishing and promoting a white paper to each. White papers are accepted in several file formats including unprotected mobi (.mobi), unprotected prc (.prc), portable document format (.pdf), ePub (.epub), ms word (.doc & .docx), and rich text format (.rtf).
Let’s begin with the mainstream self-publishers.
The mainstream self-publishers offer a global reach of new eyeballs. Compared to the lesser-known publishers, they have greater 💪 brand awareness and more website traffic. Most self-publishers list B2B white paper at no charge and permit marketers to distribute their white paper for free.
In exchange for bringing eyeballs, marketers pay 30-40% of the sale price back to the self-publisher. Further, mainstream self-publishers allow marketers to price discriminate. Via a platform, marketers can adjust the price of a B2B white paper for different markets.
Marketers can list B2B white papers on their company website and point their visitors to download white papers from the self-publisher site. This allows readers to leave reviews and marketers can take advantage of reporting tools offered by the self-publisher.
Mainstream self-publishers offer many advantages:
AMAZON KINDLE DIRECT PUBLISHING (KDP)
APPLE’S IBOOK STORE
GOOGLE PLAY BOOKS
Publish with Google Play Books and reach readers on their preferred platform. Google Play Books helps you grow a global audience and earn revenue worldwide. When you publish on Google Play Books, you put your books in front of over two billion Android users.
IngramSpark was developed for, and with input from independent publishers so that professional-grade publishing services could be made more easily accessible to anyone. Customers can manage print-on-demand and digital content all within the same interface, plus we offer open access to Ingram’s Lightning Source™ global distribution network.
Lulu is here to help with book printing available in five languages and in over 225 countries and territories. Whether you are creating a gift, a book to sell on Amazon, a manual for your office, a portfolio, or any other kind of book for any purpose, Lulu encourages you to create something.
At Kobo, we embody everything you love about your favorite local bookshop, perfected for your modern life. Our mission is to bring the power of reading to your world — because we’re book lovers, just like you. Why do we do it? Because we believe stories shape who we are, and words can enhance and transform the world around us.
Since our inception, we’ve chronicled success by celebrating those who have made it and those who aspire to make it, while convening and curating the most influential leaders and entrepreneurs who are driving change, transforming business, and making a significant impact on the world.
SlideShare is an American hosting service, now owned by Scribd, for professional content including presentations, infographics, documents, and videos. Users can upload files privately or publicly in PowerPoint, Word, PDF, or OpenDocument format. Content can then be viewed on the site itself, on mobile devices, or embedded on other sites.
Scribd brings together the best of the written word to help readers become their best selves. The only app that satisfies every curiosity. Explore audiobooks, ebooks, magazines, podcasts, sheet music, and more. Try it free for 30 days at Scribd.com.
An advantage of lesser-known platforms like Payhip and Shopify is they offer e-commerce ✌integration between their marketplace and a company website. Instead of two separate listings, a single instance of the white paper is hosted on the self-publishing platform and published dynamically to the company website via an API.
This makes reporting and maintenance of white papers easier.
Some lesser-known self-publishers are aggregators, meaning they can publish and promote a B2B white paper across an array of mainstream platforms. The lesser-known self-publishers differ from the mainstream self-publishers in a few ways:
Most mainstream self-publishers expect authors to assemble their B2B white papers before 🤞 approaching them for publication and promotion. An advantage of the lesser-known self-publishers is they often share tools to help authors create their B2B white papers including templates and formatting.
In other ways, lesser-known self-publishers are similar to mainstream counterparts.
Printed white papers 📚 have an advantage as they are able to be handed out at an event or used as part of a direct mail campaign. The majority of content today is published and promoted in digital format. Print provides an opportunity to stand out from the crowd and 🧨get noticed.
Barnes & Noble Press
Barnes & Noble Press™ is Barnes & Noble’s innovative self-publishing platform where independent publishers and authors can find everything they need to publish both print and digital books for customer purchase or print beautiful books for personal use. Barnes & Noble Press allows users to easily upload their book and make it available for purchase on BN.com, on NOOK devices, and in stores.
Publish with the least expensive full-service press on the Internet without sacrificing quality! Publish your book in 7-14 business days, instead of 6-12 months like our competitors, for under $250 with no setup fees! You’ll receive anywhere from 5-500 books, depending on the self-publishing plan you choose. Our plans offer various combinations of printing, editorial, and marketing services, including a Booksellers Returns Program.
Infinity Publishing provides you with the easiest and most comprehensive self-publishing experience. Maximize your book’s exposure in our global distribution network including Amazon, Barnes & Noble, and over 30 other outlets for softcover, hardcover, eBook, and audiobook publishing. Enjoy publishing a book that is among the most beautifully presented on the market.
InstantPublisher.com is the short-run printing and book publishing division of Fundcraft Print Group located in Collierville TN. FCP is a third-generation family-owned publishing conglomerate with seven divisions specializing in all types of print from family history books to long-run commercial print jobs. The InstantPublisher division launched in 2004 and since then has helped thousands of authors self-publish.
Use iBooks Author to create and submit books to Apple Books or distribute them anywhere on the web. Book creation is moving to Pages, and iBooks Author is no longer available to new users. iBooks Author can still be used on macOS 10.15 and earlier, but there will be no new updates.
MyeBook publishing platform allows you to create and share your content, making your publication available on demand to a global audience on all devices. The App allows you to publish not only your latest magazine but also brings in your social media, video and website content making your App the place for your readers to go for the most up to date information about your company.
BookBaby makes self-publishing easy. Services include cover design, book printing, eBook conversions, distribution, website creation, and much more. BookBaby offers you the largest eBook distribution network, including Amazon, Apple, Kobo, Barnes & Noble, and many other popular retailers in over 170 countries around the globe.
Payhip is an e-commerce platform that enables anyone to sell digital products or memberships directly to their fans and followers. You can embed Payhip directly into your website or you can use our storefront to sell your work. Payhip takes care of everything. We’re an all-in-one eCommerce solution for creators.
Perhaps you have a product with frequently changing content, or you’ve simply updated an old product with a new file. Either way, by using our product update feature you can add, remove and switch files, and send an update to your previous customers.
Gumroad is a service for creators to sell their work. We host their files, process their payments, and deliver their files to their customers. So, when your credit card statement or PayPal dashboard shows “Gumroad” payments, that just means you’ve supported a creator who uses Gumroad!
PayLoadz offers a complete Digital Goods eCommerce service for anyone to sell downloadable goods online in just a few minutes. PayLoadz is a leading online marketplace for digital downloadable goods. We enable tens of thousands of customers to sell digital goods such as videos, video games, ebooks, software, and templates to a large audience of buyers from our online store.
Click2Sell is an innovative online affiliate marketing network portal that combines digital product retailing and an affiliate network in one website. This network is created by a European company, located in Vilnius, Lithuania.
iUniverse is an assisted self-publishing company, founded on traditional publishing roots, valuing quality service and professional editorial standards. We believe the best services in book publishing should be available to all authors. It’s our mission to help you fulfill your goals as an author. It’s our passion, and it defines everything we do.
eBook Partnership, we have been working with authors and publishers to create and sell eBooks since 2009. Our conversion specialists take pride in ensuring each book is formatted to suit the content and to the strict specifications of the retailers, subscription services, and e-libraries worldwide.
We provide a simple process to turn authors’ documents into professionally formatted ebooks and release them through all the industry’s most powerful sales channels. We give our users a single place to publish their projects, manage any changes, and track their performance across multiple vendors.
ClickBank is a leading global retailer with its own affiliate marketplace. We enable you to grow with unlimited scale. ClickBank is the world leader in performance marketing of digital products, with over six million clients and distribution in 190 countries.
Shopify is a leading global commerce company, providing trusted tools to start, grow, market, and manage a retail business of any size. Shopify makes commerce better for everyone with a platform and services that are engineered for reliability while delivering a better shopping experience for consumers everywhere.
On the Unbound site, authors pitch their ideas directly to you. If you like what you read, you can pledge your support to help make the book happen. Everyone who supports an author before they reach 100% of the funding target gets their name printed in every edition of that book.
An ebook can be more than a white paper. It can be a non-fiction historical account of a famous battle or a fiction novel about two people ❤️romantically involved. That’s why the former-mentioned mainstream self-publishers and lesser-known self-publishers help authors publish and promote white papers and a whole host of other genres.
The next three publishers specialize in publishing and promoting B2B white papers.
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white paper publishers
We found 25+ industry-specific publishers that distribute finance white papers, marketing white papers, technology white papers, and military white papers. These white paper publishers have no provision for self-publishing and require a payment from the author before agreeing to publish and promote a B2B white paper.
The number of eyeballs they can draw to a B2B white paper is a fraction of the quantity when compared with mainstream and lesser-known self-publishers. However, the value of industry-specific publishers does not rest in quantity but the 👌quality of the readers they can draw. Their readers are qualified, belonging to a specific job line like finance, technology, or marketing.
Secondly, industry-specific publishing sites carry far less inventory, making it easier for readers to find and download your B2B white paper. The competition on self-publishing platforms is fierce. Every day thousands of assets are added to Amazon, Google, and Apple stores. It is easy for your B2B white paper to become lost in the myriad of other content.
All-in-all, industry-specific publishers may deliver more downloads of your B2B white paper compared to any other publisher or self-publisher.
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