White Paper Planning
Repurposing: Your secret marketing weapon
I’ve worked on white papers, and I have a secret: Less than 1% of those white papers was ever repurposed. Only a tiny handful of my clients, large and small, ever thought about repurposing. And usually only when I mentioned it. A secret weapon for marketing That means repurposing can be a secret weapon for any B2B…
Read MoreWhite papers and… George Carlin?
George Carlin is the last person you’d expect to have anything to say about white papers. The trail-blazing American comic was better known for his profane and cutting social criticism. But I’ve discovered a strong link between one of the comic’s lifelong preoccupations and B2B content writing. Who was George Carlin? Any Baby Boomer likely…
Read MoreHow to repurpose a white paper by creating tweets
Here’s how to repurpose a white paper by creating tweets from the actual document. This is part 6 of our ongoing series on how to repurpose a white paper. You can find links to the first 5 parts of our series at the end of this article. We don’t think of social media as “content.” Rather, it’s a…
Read MoreHow to repurpose a white paper by creating a landing page
Here’s how to repurpose your white paper by creating a landing page. This is part 5 of our ongoing series on how to repurpose a white paper. You can see the other parts here: Part 1 on the original white paper Part 2 on repurposing as a press release Part 3 on repurposing as a set…
Read MoreHow to repurpose a white paper into a slide deck
Here’s how to repurpose a white paper into a slide deck. This is part 4 of our ongoing series. For other posts in this series, see the links at the bottom of this post. A slide deck makes a good companion to any white paper, since the two are so different. For example, you can use…
Read MoreHow to repurpose a white paper into blog posts
Here’s how to repurpose a white paper into blog posts, part 3 of our ongoing series. See part 1 on the original white paper. See part 2 on repurposing that as a press release. A set of blog posts can work well with a white paper, as the two forms complement one another nicely. For example, blog posts are a…
Read MoreHow to repurpose a white paper into a press release
Here’s how to repurpose a white paper as a press release, part 2 of our ongoing series. See part 1 on the original white paper. A press release can be one of the easiest pieces to spin off, once you get familiar with the form. Why bother doing press releases? There are good reasons to publish…
Read MoreHow to repurpose a white paper into 5 other formats
Want to know how to repurpose a white paper? Reduce, reuse, recycle. That’s a great mantra for stretching your resources and creating less trash. Did you know you can apply this mantra to your next white paper? The 3 R’s for white papers Creating a white paper takes a big investment of time and resources. Here’s…
Read MoreCopywriters: To get more from your white papers, repurpose
You’ve written a white paper. Can you make more income from this project? Yes, you can. At the same time, you’ll deliver great value to your clients. Best of all, it’s easy to do. The secret: repurposing Repurposing means using content from your white paper to create other documents such as press releases, blog posts, or…
Read MoreMarketers: To get more from your white papers, repurpose
So you’ve hired a B2B copywriter to create a white paper for your firm. How can you get more from your investment? Simple: Repurpose your white paper into multiple formats. Having essentially the same material available in different formats gives your company more “kicks at the can.” In other words, more chances to engage prospects.…
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