Content is king! This has long been a driving mantra for Business to Government (B2G) marketers and government agencies. As a result, communications and marketing teams have been busy creating insightful and helpful white papers, infographics, e-books, and more. But content success is not a field of dreams. If you build it, they will not necessarily come. In order to drive traffic to your content, explore using a number of different channels to get their insights seen and read by government decision makers.
Below are some tactics we recommend for where to publish whitepapers to increase exposure.
- Start at Home
Your company’s website should serve as the foundation for content distribution and the first place you publish white papers. Create a dedicated “Resources” or “Insights” section where your white papers and reports live. You can provide content to every visitor or create a gated entry for specific materials. Gating content behind a simple registration form allows you to capture contact information for targeted follow-up, supporting lead gen efforts. Once published, amplify the white paper through your own social media, newsletters, and blog posts. Regularly reference the insights from it in social posts as well as in other blogs or content.
Social media sites, including LinkedIn and Medium, should be considered extensions of your web presence. White paper content can be published in full on Medium just as you would on your own website. A LinkedIn Company Page can be used to post abstracts of the white paper and drive people to your site to download the full piece. White paper authors (individual thought leaders) can also post the full content on their LinkedIn feeds as an article.
- Expand the Reach with Trusted Partners
Of course, GovWhitePapers is a great resource for publishing your white papers. Our extensive member base relies on GovWhitePapers for up-to-the-minute content on a wide variety of technology and policy that impact how government does its job. Posting content on our site is free.
Additionally, many associations and think tanks host “white paper libraries” for their members. Tap into the memberships of your organization to post white papers with these trusted sources. This can boost credibility and ensure your content reaches professionals who are actively looking for best practices and policy insights.
Also, consider condensing and revising content into a contributed article for a trade publication. These publications regularly accept articles from the vendor community. You will have to make sure the article remains non-promotional, focusing on thought leadership rather than product features. You can then promote that article on your social channels and provide a link back to the full whitepaper.
- Engage through Events and Webinars
White papers don’t have to remain static PDFs. Use them as the foundation for interactive formats, such as webinars, conference sessions, or virtual briefings. Presenting your insights in real time allows you to connect directly with agency professionals and position your company as a thought leader. These events can drive traffic back to the original white paper. You can promote those events for free on GovEvents!
- Repurpose and Repackage Your Content
Extend the life of your white paper by transforming it into fresh, shareable formats. Break the content into a series of blog or LinkedIn posts that highlight key themes or insights. Use compelling data points to create an infographic for your social channels. You can even turn your top takeaways into a short video or podcast segment. Each of these new assets should link back to the full white paper, giving your audience multiple ways to discover and engage with your work.
- Tap into Content Syndication Networks
To further increase exposure, consider investing in a syndication partner to publish your government white papers. Content syndication platforms can distribute your white paper across multiple industry sites and newsletters. These paid syndication networks target government and public sector audiences based on demographics, agency affiliation, or topic.
GovWhitePapers also offers promotional support in addition to the free posting with a number of promotion and syndication efforts, including:
- Display ads on GovWhitePapers’ home page, search page, and content pages
- Gated content lead capture and delivery
- Dedicated emails to your target audience
- Inclusion in GovWhitePapers’ and GovEvents’ weekly eNewsletters
- Social media promotion across relevant audiences on LinkedIn, X, and Facebook
Visibility equals credibility
When publishing white papers, combine owned channels, strategic partnerships, syndication networks, and event-driven engagement to transform a single B2G white paper into a long-term asset that builds authority and drives trust across the public sector landscape.
Get Started Today!
Publishing a white paper or other content on GovWhitePapers is easy and FREE!
- Enter your content details – Include the title, author, and publication date.
- Upload your white paper – Add your file directly to the submission form.
- Choose your access level – Decide whether your paper will be ungated (open access) or gated to enable lead capture for downloads.
- Publish your listing – Submit and make your white paper available to our audience.
Not a member? Not a problem. Joining is easy and free!
