White Paper Promotions
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 More18 must-do’s to promote a white paper
So you wrote a white paper. Now what? Now it’s time to get it in front of your target readers. That means promotions. There are many ways to promote a white paper; in fact, my book White Papers For Dummies includes a list of 40 possible promotions. But not every tactic works for every audience. So here’s…
Read MoreMetadata: the best-kept secret in white paper SEO
Did you know, three simple habits will instantly boost the SEO of your white papers? A client recently told us that her downloads increased by 1,600% after she started doing what I’m about to share with you. So read on to learn some little-known secrets about SEO and white papers. To start, many people don’t realize that a PDF on…
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. See part 1 on the original white paper. See part 2 on repurposing it as a press release. See part 3 on repurposing it as a set of blog…
Read MoreHow to repurpose a white paper into a slide deck
Here’s how to repurpose a white paper into a slide deck, part 4 of our ongoing series. See links at the bottom of this post to the other articles in this series. A slide deck makes a good companion to any white paper, since the two are so different. For example, you can use a slide deck…
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 our 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 MoreMarketers: To get more from your white papers, repurpose
You’ve hired a B2B copywriter to create a white paper for your firm. How can you get more from your investment? Simple: Plan to 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…
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