{"id":2523,"date":"2015-10-07T11:00:41","date_gmt":"2015-10-07T15:00:41","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=2523"},"modified":"2021-01-18T09:47:45","modified_gmt":"2021-01-18T14:47:45","slug":"from-white-paper-to-blog-posts","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-blog-posts\/","title":{"rendered":"How to repurpose a white paper into blog posts"},"content":{"rendered":"

Here’s how to repurpose a white paper into\u00a0blog posts, part 3 of our ongoing series.<\/h2>\n

See part 1 on the original white paper<\/a>.<\/p>\n

See\u00a0part 2 on repurposing that\u00a0as\u00a0a press release<\/a><\/span>.<\/p>\n

\"graphic<\/a>A set of blog posts can work well with\u00a0a white paper, as the two forms complement one another nicely.<\/strong><\/p>\n

For example, blog posts are a shorter and more informal way to\u00a0publish ideas than a white paper. They’re basically here today, gone tomorrow.<\/p>\n

A\u00a0blog can be where a company tries out ideas and gets quick feedback.\u00a0But once an idea is fully baked, the company\u00a0can present it in a white paper where it will stand for a much longer time.<\/p>\n

Creating the blog posts<\/h3>\n

The first post based on our sample\u00a0white paper was done by the client. The company founder\u00a0extracted it from the original text, and I think he did a good job.<\/p>\n

Click the thumbnail or here to see that post<\/a>.<\/p>\n

\"Original<\/a><\/h3>\n

At the bottom,\u00a0you can see the call to action in blue: asking readers to\u00a0download the full white paper.<\/p>\n

Next, my partner Angie Gallop created three more posts for this article. Each\u00a0took less than two hours.<\/p>\n

We figure that means a copywriter can turn\u00a0a white paper into multiple blog posts in less than a day. We didn’t even present these to the client; we created\u00a0these strictly for research purposes.<\/p>\n

You can click on a thumbnail below to see each\u00a0post.<\/p>\n

\"actual<\/a>

Blog post #1<\/p><\/div>\n

\"actual<\/a>

Blog post #2<\/p><\/div>\n

\"actual<\/a>

Blog post #3<\/p><\/div>\n

Experience and people-power<\/h3>\n

Turning a white paper into\u00a0blog posts is a matter of experience and people-power.<\/p>\n

With experience comes confidence. An intern or other beginner may feel squeamish about opening up\u00a0a finished white paper and extracting its guts for another document.<\/p>\n

An experienced copywriter, on the other hand, won’t worry about going in to extract a few posts.<\/p>\n

The problem is: Even if they have the confidence and the know-how, most\u00a0marketing teams are hard-pressed to spare anyone the time to work on extracting blogs from white papers.<\/p>\n

That’s where an\u00a0outside copywriter can provide\u00a0a valuable service, by submitting a batch of blog posts along with the white paper they produce.<\/p>\n

How much do blog posts go for?<\/h3>\n

The going rate for B2B blog posts is\u00a0$250 to $500 per.<\/p>\n

I think a copywriter who extracts\u00a0four blog posts from a white paper can charge $500+ for their\u00a0efforts.<\/p>\n

And if you’re a marketing manager, doesn’t that sound sweet? You get your next four blog posts, each promoting your new\u00a0white paper, all for $500?<\/p>\n

A few tips on blog posts<\/h3>\n

The ideal length for a blog post is 500 to 600 words. You can go a little bit longer, but not too much shorter.<\/p>\n

When you’re repurposing something longer\u2014like a white paper\u2014into something shorter\u2014like a blog post\u2014you’ll have to cut and compress.<\/p>\n

The key to compressing text\u00a0is to use fewer words, drop any side issues, and preserve just\u00a0the\u00a0key\u00a0points.<\/p>\n

If the blog posts run together into a series, it’s good to add links to the earlier and later\u00a0posts… just as we’ve done with this series.<\/p>\n

In all cases, the\u00a0call to action is the same: to download the full white paper.<\/p>\n

Of course, not all white papers are alike. Here are some specifics on how to handle each different type of white paper.<\/p>\n

\"scoop<\/a>Backgrounder to blog posts<\/h3>\n

To repurpose a back-grounder\u2014aka a vanilla- flavored white paper\u2014you can make each major section a post.<\/p>\n

As you may know, I recommend\u00a0organizing a backgrounder around a set of key features and benefits of the product or service being discussed.<\/p>\n

So if you describe four major benefits of a certain offering, you could create four meaty blog posts by compressing each section down to 500 words.<\/p>\n

Of course, your call to action after every blog post will be\u00a0something like:
\nFor more details on the [type of feature or benefit], download the full white paper here<\/span>.<\/em><\/p>\n

or<\/p>\n

For more details on how your organization can benefit from a [key distinction\u00a0of\u00a0offering], download the full white paper here<\/span>.\u00a0<\/em><\/p>\n

\"scoop<\/a>Problem\/solution to\u00a0blog posts<\/h3>\n

To repurpose a problem\/ solution\u2014aka a chocolate- flavored white paper\u2014you can\u00a0make each major section into one post.<\/p>\n

That means three posts to cover the problem<\/strong>, the traditional solutions<\/strong>, and the new, improved solution<\/strong>.<\/p>\n

You can sometimes make a fourth post out of the buyer’s guide<\/strong>, which covers\u00a0what to look for in an ideal solution.<\/p>\n

So without doing any writing, you can create three or four blog posts from any problem\/solution white paper.<\/p>\n

\"scoop<\/a>
\nNumbered list to\u00a0blog posts<\/h3>\n

The numbered list (or “listicle”) is also known as the strawberry flavored white paper: light, lively, and easy to digest.<\/p>\n

To repurpose this flavor, you can go two ways.\u00a0You can either use a skeleton of the whole list as one post, or you can use\u00a0each separate point of the list as a post.<\/p>\n

Let’s look at each approach in a little detail.<\/p>\n

Method #1: Use\u00a0the whole list as a skeleton<\/strong><\/p>\n

Let’s say your list is on\u00a0“5\u00a0hidden gotcha’s\u00a0before you sign on the dotted line” for a\u00a0B2B service or product.<\/p>\n

The simplest blog post would show the whole list as a skeleton: 1, 2, 3, 4, 5 with each point stripped down without more than\u00a0100 words of\u00a0detail.<\/p>\n

At the end, the call to action would be:
\nFor more details on these 5 hidden gotcha’s, download the full white paper here<\/span>.<\/em><\/p>\n

You might show the cover of the white paper. You would direct your readers to the\u00a0right\u00a0landing page.<\/p>\n

The benefit<\/strong> of this approach is that you pack a ton of value into a single blog post. And anyone who requests the full white paper is very engaged with the topic.<\/p>\n

The downside<\/strong> is that you give away all your\u00a0key points in a single shot, so you may not generate as many leads. And a single shot gives you fewer chances of engaging a prospect than Method #2, which stretches the same material into a whole set of posts.<\/p>\n

Method #2: Use\u00a0each point as a separate post<\/strong><\/p>\n

With this approach, you\u00a0take each numbered item\u00a0and make that into a post and then make it a series.<\/p>\n

It’s thing 1, thing 2, thing 3, thing 4, thing 5, and so on. And make sure that each post\u00a0points to the previous one and the next one.<\/p>\n

All those posts would pretty much write themselves. So in very short order,\u00a0you’ll have five blog posts out of a\u00a0numbered list of five items.<\/p>\n

Work with these ideas and you’ll soon be getting far more bang for your buck on each of your white paper projects.<\/p>\n

 <\/p>\n

Here’s\u00a0part 4 of this series on how to repurpose a white paper as a slide deck<\/a>.<\/p>\n

 <\/p>\n

\n

Have you ever repurposed a white paper into a set of blog posts? Do you have any other tips or suggestions to share? Please leave your comment below.<\/em><\/p>\n

\n

Want to hear whenever there\u2019s a fresh article on this site? Subscribe here to stay in the know on long-form content<\/a>. From time to time, we\u2019ll also send you word about some great new resource or training. And you can unsubscribe any time. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Here’s how to repurpose a white paper into\u00a0blog posts, part 3 of our ongoing series. See part 1 on the original white paper. See\u00a0part 2 on repurposing that\u00a0as\u00a0a press release. A set of blog posts can work well with\u00a0a white paper, as the two forms complement one another nicely. For example, blog posts are a…<\/p>\n","protected":false},"author":2,"featured_media":6445,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7,15,10,8],"tags":[36,35],"acf":[],"yoast_head":"\nHow to repurpose a B2B white paper into blog posts<\/title>\n<meta name=\"description\" content=\"We demonstrate how to turn a B2B white paper into several blog posts with examples of posts we created from an actual white paper.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-blog-posts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to repurpose a B2B white paper into blog posts\" \/>\n<meta property=\"og:description\" content=\"We 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