Why Your White Papers Aren’t Being Read (And How to Fix It), According to Ross Simmonds

In a recent LinkedIn post, Ross Simmonds discusses a common pitfall in B2B marketing: the underestimation of content distribution. Simmonds highlights that while many brands invest heavily in creating in-depth assets like white papers, they often neglect the crucial step of promoting them effectively. This oversight leads to valuable content going largely unread, a situation Simmonds describes as “sad…”

The Distribution Dilemma in Content Marketing

Ross Simmonds argues that the core issue isn’t necessarily the quality of the white paper itself, but rather the strategy, or lack thereof, for its promotion. He points out that the insights contained within these longer-form pieces are highly valuable, but they need to be repackaged and disseminated through channels where the target audience is already engaged. Simmonds emphasizes that the best B2B brands understand this dynamic.

“The best B2B brands don’t just create more—they distribute their work better.”

According to Simmonds, the problem is often a significant imbalance between the investment in content creation and the resources allocated to its promotion. He shares a stark observation:

“I’ve seen brands invest $40k in developing a white paper but spend less than 4 hours of time thinking about how they should promote it…”

Leveraging Insights Across Multiple Channels

Simmonds outlines how the content from a white paper can find its audience through various other formats and platforms. He suggests that the key is to extract the core ideas and present them in digestible pieces that resonate with audiences on different platforms.

From White Paper to Social Snippets

As Ross Simmonds notes, the journey from a comprehensive white paper to audience engagement often begins with smaller, more accessible content formats. He explains that the value of a white paper is unlocked when its key takeaways are transformed into:

• LinkedIn posts
• X (formerly Twitter) threads
• Carousel slides

These shorter formats are more likely to capture attention and drive engagement within busy social media feeds. Furthermore, Simmonds points out the potential for these insights to be referenced and amplified in other digital spaces.

Amplification Through AI and Community

Simmonds highlights the modern landscape where AI and online communities can play a role in content amplification. He suggests that content derived from a white paper can gain traction when referenced by AI tools or shared within platforms like Reddit. This distributed approach ensures that the core message reaches a wider audience, even if they never read the original document.

“They will read the LinkedIn posts, X threads, and carousel slides that pull insights from them. They will read the response from an LLM referencing it when you share that content on Reddit.”

Additionally, Ross Simmonds argues that the inherent value of a well-researched white paper can lead to organic discovery and sharing. As he puts it:

“They will link to that white paper when they realize it supports their position in the market. They will FWD it to every prospect / client who would benefit from hearing third party validation of a thing you referenced.”

In essence, Simmonds’s message to B2B brands is to shift their focus from solely creating more content to strategically distributing the content they already have. By breaking down long-form assets and promoting them across relevant channels, businesses can significantly increase the impact and reach of their marketing efforts.