I’d do the following:
1. Create a great landing page and have quotes/insights from the whitepaper developed into sections on the landing page
2. Having the founder’s or a key thought leader’s quote + picture also adds credibility
3. Turn each sub theme from the whitepaper into an infographic/scrollable LinkedIn carousal and run ads
4. Do demand-gen on LinkedIn with native forms on the platform
5. For further amplification, try and link the whitepaper in your newsletters, emails and comms
6. If you do all this, might as well do some ppc ads on Google with medium-low intent keywords that are more industry education focussed.
7. Send it one on one to key clients/networkers and write a cover note (2-3 lines) on why it’s life changing. Share it personally over whatsapp, email and stuff.
8. Put a pop up on the website/relevant pages with a clear value prop on why people should download it
9. Create a short video that drives the whitepaper’s point but from your audience’s perspective and end the video with whitepaper download CTA
10. If you’ve access to communities such as this is one for marketers, see if you can float it there. (A whitepaper on growth marketing strategies would work super well in this group)
Pro tip: focus more on reads and reach and less on leads. Leads will come if people love and share your content 🙂