Creating good content takes time and effort, You want to get the most out of your investment, which is why repurposing content is one of the most valuable marketing tactics at your disposal. As well as being an effective way of generating inbound leads, it gives you the ability to personalise your content and the freedom to write on a multitude of subjects from various angles.

So let’s imagine your white paper…

Packed full of your skills, knowledge and experience, white papers are one of the most highly valued forms of content you can create:

Repurpose it and pitch it as editorial

The trade press are always crying out for new and original content that the other publications don’t have. Once you’ve written your white paper, why not pitch it as an exclusive to a publication that gets you in front of your target audience?

Clearly they’re not going to publish in full – or if they do, it would be because you’ve paid a hefty sum to place it as advertorial. Instead, condense it down to the essence of the piece:

  • Context: what’s the issue/opportunity? How is it impacting the audience? And why is it so important right now?
  • Anticipated outcome: if the audience follows your advice, what is the best-case scenario?
  • Main body: what are the key steps/take away messages/lessons learned the audience can put into action?
  • Conclusion: perhaps some research to back up that the insights you shared work in reality, or a mini case study with a company that has followed your advice and been the better for it.

Editorial is great because it’s free and it has the potential to lead to follow on activities, such as interviews, speaking appointments and roundtable engagements.

Plus, never underestimate the value of seeing your name in print. Placing editorial carries a similar value to winning an award – if the editor thought your story was good enough to run and promote to their readership of thousands, it’s a very powerful third-party endorsement.

Repurpose it into a blog series

I use this method a lot with my clients because it’s so effective. Once you have this big meaty asset created, the blogs act as a way to drive traffic towards the white paper, which encourages people to download it – think of them like a sneak preview of what’s inside.

Each blog could explore one element of your research, voicing your organisation’s opinion / commentary on the issue.

For example, if your white paper talks about ‘5 things to be conscious of when migrating to the cloud’, you could write a dedicated blog on each thing. Start by performing a little extra research into the issue to help introduce the piece, insert the copy from the white paper, and then tweak the writing style so it’s more conversational and less corporate. Then perhaps add some details about how the service you offer overcomes this issue with a client testimonial to back you up.

Then hook in the keywords and phrases you want to be found for and you’ll give your content a natural SEO boost to increase your chances of being found online and capture your audience’s attention.

Repurpose it as a LinkedIn article

I’m sensing a definite trend towards individuals wanting to publish content under their own name, and LinkedIn is the perfect platform to do this.

To write the original white paper, you’ve probably involved various subject matter experts in your business:

Repurposing your white paper into a thought leadership article, you can by-line it to a particular consultant or member of the team and then promote it through their personal network. Although your white paper will have covered the subject matter in great depth, pull out the single message you want people to remember after reading the article and make this the focus. Then draw on the experiences of the individual, perhaps inserting some anecdotes to make it feel more personal and like it’s come from them.

The great thing about engaging this tactic, is that because it’s shared with people they know personally, those people are more likely to engage and share it, which gains you more visibility within their networks – and these are people who are just like them, people working in similar roles, in similar companies, with similar needs.

It’s also effective for elevating an individual’s personal profile if they’re due to speak at an event. By publishing thought leadership articles, you’re demonstrating that they have something of value to say, rather than a traditional sales pitch, which will encourage delegates to attend their talk and seek them out afterwards for a conversation.

Repurpose it as an infographic

This is really effective if you’ve performed your own research because you can pull out your findings, along with a little commentary to give the piece a clear narrative and flow, and engage a graphic designer to help craft an eye catching piece.

Infographics are great because they convey a lot of information very quickly, it adds a little interest by breaking up your copy, and for some people, they prefer to acquire their information as pictures rather than words as they find it more memorable.

Repurpose it for email marketing

Unfortunately, your audience isn’t psychic. They’re not going to wake up tomorrow and just know that you have a white paper that they need to go and download.

If you have something of value to share, never be afraid or embarrassed to shout about it – if anything you’re doing a kindness by helping people to know it’s there.

Think about the key messages within the white paper, the really valuable nuggets the reader will takeaway and use within their own business. Then use these to hook your audience in within an email – keep it short, sharp and sweet, no more than 150 words – and don’t forget to include a link where they can download the white paper in full.

Have a play!

There really is no right or wrong way to repurpose your white paper. I’d always advocate testing different things and figuring out what works best for your business. The above are purely to get you thinking. You might try them all and not see the return you’d hoped for.

But then you try:

  • Getting your subject matter expert to record it as a video.
  • Present it as a webinar.
  • Break it down into a series of social updates with links to download the white paper.
  • Pull out the mini case study examples and write up the full versions.
  • Create a dedicated landing page on your website that talks more broadly about the issue and encourages people to download the white paper to find out more.
  • Generate a snappy ‘how to’ guide full of practical advice.

The list goes on, but hopefully you get the idea that the possibilities are endless, so be open to trying everything. And if you have a specific question about your white paper, feel free to ‘Say hello!’ – I’m always more than happy to share my thoughts.