It's basically content marketing. I wouldn't go as far as writing a white paper unless you have a very specific insight that can drive people to you. Even then,

It's basically content marketing. I wouldn't go as far as writing a white paper unless you have a very specific insight that can drive people to you. Even then, a white paper is quite a bit of work and if you aren't doing it well, it's likely even hurting you. I would start smaller: blog posts, LinkedIn posts, twitter, medium or whatever else is out there. This is significantly less work which will increase your reach as well. LinkedIn has been quite rewarding (for me) but all of these things take time. Also, don't hide your white paper behind an "give me your email to access white paper". This isn't flying anymore and nobody will read it at all.