Establish a distribution plan, set a publish date, and have your edited, formatted whitepaper prepared at least one week in advance. Consider setting up a pre-publishing landing page about two weeks before your publish date so you can encourage readers to sign up if they’re interested in the whitepaper. By giving them a chance to sign up and submit their contact information, you can deliver the whitepaper to them immediately after it is published and ensure you have a list of potential readers ready to read your content. Alternatively, you could wait to send out emails until the day of publication, asking newsletter readers and subscribers to visit your landing page and download the paper.