White papers and videos are powerful strategic partners, with each offering opportunities for supporting and strengthening the other. The opportunities for using them together are limited only by your imagination, but here are five particularly effective techniques for you to consider.

1. White papers and videos can build website traffic

People who read your white papers may want additional information or greater depth of knowledge in specific areas. You can develop videos that provide that additional information and then include the link in your white paper.

For example, if your white paper is about the superiority of the cross-cutting technology your veeblefetzers use instead of the industry-standard spiral cutting method, you can create a brief video that shows both methods operating side-by-side. Then, when you discuss cutting methods in the body of your white paper, you can include a line like: To see a quick video of how each method works in actual operation, visit <website link>. Not only will that induce readers to visit your site, but once they do, they may linger and visit other pages.

2. White papers and video versions

You might consider creating a 3- to 5-minute video that summarizes the main points of your white paper. You can post the video on your website or send a link out in emails. The video can include a link for downloading the full white paper. Someone who might be hesitant to download and read the entire white paper sight-unseen may change their mind after seeing your interesting video summary.

3. Creating brief video clips

Another approach is to take three or four of the key subjects of your white paper and create 30- to 60-second video clips that provide a quick summary of each. Here again, the purpose of these videos is to catch someone’s interest and encourage them to download the entire white paper.

4. Spotlight your SMEs

A way to make the content more personal is to create brief video clips of the subject matter experts (SMEs) who provided information for your white paper explaining some of the key concepts. For example, suppose production engineer Jill Jones helped you understand what makes cross-cutting better than spiral-cutting. Putting Jill on camera to share a similar explanation will catch viewers’ eyes and plant the idea that smart and personable people are behind your products. Because people are more likely to do business with people they like, this can pave the way for more sales.

5. Post videos on social media

Video content is particularly powerful on social media, so consider posting the videos you develop to support your white paper on LinkedIn, Twitter, and the other social media sites your organization uses. You can include a link for downloading your white paper.

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