White paper marketing is the process of promoting and selling products or services through the use of informational papers that contain a minimal amount of self-promotion. It involves producing an informational document, making the document available at locations which are frequented or can be found by qualified people, and has mechanisms to allow the identifying or gathering of information from the reader.

White Papers (Information Documents) - Focused Topic, Explanation, Credible

Distribution Points - Easy to Find - Own Web Site, Directory Web sites, Authority Web Sites

Information Gathering - Impressions, Downloads, Lead Requests

How to Create Awareness

Increase Web Traffic, and

Generate Qualified Sales Leads

This figure shows that white paper marketing includes the creation of focused information documents, distributing the documents through multiple media channels, and using response mechanisms to track the success of the white paper marketing program. The distribution channels include web sites, email broadcasts, and print distribution. The response processes include download registrations, embedded link tracking, and direct contacts by phone, email, or other methods.