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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 only when I mentioned it.  A secret weapon for marketing That means repurposing can be a secret weapon for any B2B marketing…

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Gating: There is a third option

three door: open, closed, and partly open

Most discussions about whether or not to gate content are all or nothing. But did you know there’s a third option? You can think of this as a “middle way” or a hybrid. And it works very well for many companies, including my own. In an earlier post of this series, I discussed the best practices…

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18 must-do’s to promote a white paper

fingers turning knob through different stages of the customer journey

So you wrote a white paper. Now what? Now it’s time to get it in front of your target readers. And that means doing promotions. There are lots of 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…

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To gate or not to gate?

white paper behind a brick and wrought iron gate

That is the question, for anyone involved in content marketing today. So what’s the best answer? As you know, “gated content” is a white paper, special report, or any other content you give to a site visitor after they complete a registration form. We’ve all filled in those forms. But do they work? Here’s a dirty little secret…

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How 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…

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How 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…

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How to repurpose a white paper into blog posts

scoop of chocolate ice cream

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…

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How 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 many good reasons to…

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