White paper promotion is the sending or presentation of media messages that inform and motivate people to consider and download information documents. White paper promotion may be a mixture of paid advertising and free publicity (unpaid media channels).

Microblogging (e.g. Tweets) - is a form of promotion that uses announcements, solutions and factoids to link back to white papers and other forms of online content.

Blog Posts - are commentary and messages that can be used to reference white papers, and can be viewed by many users.

Press Releases - are announcements that are sent to the media which share the key topics that are covered in a white paper.

Email Broadcasting - is the sending of availability messages upon the completion of white papers.

Viral Marketing - is a form of promotion that requests users to forward content on to other users within their contact lists.

Promotional Videos - are visual presentations of condensed portions of white papers.

Discussion Groups - are a form of online promotion in which participants share and reference content amongst one another.

Social Bookmarking - is the submission of links and votes, which reference white papers, to social bookmarking sites.

Article Marketing - is the promotion of white papers through online articles.

Alert Web Pages - allow users to register for announcements when content becomes available.

Tutorials - are educational versions of content that are presented through slides and notes pages.

Direct Mail - is a form of promotion that uses the postal system to send printed copies of white paper related literature.

Banner Advertising - is the process of linking content (white papers, articles) through promotional graphics.

Pay Per Click Advertising - involves the use of promotional messages which are typically linked to white paper summary pages.

Affiliate Marketing - involves the distribution of white papers on web sites that are owned by companies other than that which created the content.

Talk Shows - are promotional channels that reference white papers through the spoken work, and may be aired via television, Internet or radio.

A Web Seminar - is an online version of a white paper that utilizes audio and visual elements.