Publishing a new white paper is a lot like publishing a new book — you need to do a lot of marketing ahead of time. Marketing beforehand can help create a lot of buzz and get people to line up to read it as soon as it is published.

But unlike marketing a book, you don’t have to market your white paper for months before you publish. If you start your marketing push a week or two before you plan to publish, you should have plenty of time to generate excitement and prepare to engage your readers.
The tips below will help you prepare for the big launch:

1. Have a distribution plan at the ready

Before you launch a white paper, you need to have a plan. You shouldn’t just publish on a random day when it’s ready. You need to make a plan and set a publish date ahead of time and stick to it...