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!




  1. Old school, new school, new media, old media – it all does not matter. As Hollywood would tell you, it is about the content and not the form of distribution. As the piece above notes, ideas, suggestions and discussion can be utilized in many different vehicles. The important part is the information provided and whether it enlightens and engages the reader to take action.

    The most important part of my Opinion section is people’s feedback and thoughts (assuming they are constructive) on the opinions I bring forward. I want my readers to learn from what other people in our industry (especially clients) have to say.


  2. Steve Congdon says:

    Hi, Steve. Agree. And particularly value your idea of the content making someone take action. While I’m all for a professional using their shared intellectual property to create awareness, demonstrate expertise and build relationships… what counts is taking action.

    The ultimate action, of course, is being hired. But it’s rare that in our business. A reasonable action, though, one could expect would be joining a mailing list, sharing the thought with someone else, joining an RSS list…or getting an in-bound phone call or RFP.