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The #1 mistake B2B content marketers make

What’s the #1 mistake that B2B content marketers make? We put this question to our expert panel of B2B content consultants. Here’s what they told us. Tip #1: Use sales copy to promote content Steve Slaunwhite is a marketing consultant and veteran B2B copywriter who’s written many books about writing and marketing. He says the #1 mistake B2B content…

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Copywriting vs content writing

Here’s a question I got recently: Is copywriting any different from content writing? That’s a great question. Here’s my answer, some lively comments, and an update I posted after thinking about this some more. I was fortunate to learn my craft while writing for traditional magazines. From 1985 to today, I’ve written close to 1,000 magazine…

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A look back at 2015 | That White Paper Guy

We covered a lot this year in our quest to help you create compelling white papers. To give you a quick review, we’re highlighting the best of the bunch.   That White Paper Guy’s website We’ve been sharing articles every two weeks on our website, www.thatwhitepaperguy.com. We’ve found you love to see real-world examples from our portfolio,…

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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 good reasons to publish…

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How 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…

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