Website whitepapers – an alternative to social media?

Hail, new business fan! This will be mercifully brief. And I mean it this time!

Just thought you might appreciate a helpful reminder that you can do new business without having to blog twice a week, maintain an active twitter feed, or spend loads of time in LinkedIN. These can all be valuable, mind you. But are big time commitments. Particularly for smaller agencies.

So, go old school. Craft a whitepaper around a particular topic, category, target, etc. And just one of the things you can do with it is throw it on your website. Make it easy to download, easy to read and include some smart implications.

One interesting example…here: this is a link to a page on the Blamer Partnership website. This is from that Steve Blamer, the guy behind the Ad Age article that created such a ruckus earlier this week.

You will not there’s no blog on the site, but three short whitepapers. Interested prospective clients can read all three and get a sense for how Steve thinks and, crucially, what value he can bring to their business.

You should also check out this site because some of his thinking relates to agency compensation. Fair warning – some scary reading there. But just reading it will be valuable to all agencies of all shapes and sizes. Because it can help you understand current client perspectives. Always a great thing as you begin to negotiate the financial relationship between you and yours.

Of course, once you write a brief, brilliant whitepaper, there are lots of ways to repurpose it. And that can include social media, natch. But let’s leave that for another day!