{"id":2599,"date":"2015-07-22T09:57:14","date_gmt":"2015-07-22T13:57:14","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=2599"},"modified":"2021-01-18T09:45:10","modified_gmt":"2021-01-18T14:45:10","slug":"marketers-to-get-more-from-your-white-papers-repurpose","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/marketers-to-get-more-from-your-white-papers-repurpose\/","title":{"rendered":"Marketers: To get more from your white papers, repurpose"},"content":{"rendered":"

So you\u2019ve hired a B2B copywriter to create a white paper for your firm.<\/h2>\n

How can you get more from your investment? <\/strong><\/p>\n

Simple: Repurpose your white paper into multiple formats.<\/p>\n

\"collage<\/p>\n

Having essentially the same material available in different formats gives your company more \u201ckicks at the can.\u201d<\/p>\n

In other words, more chances to engage prospects.<\/p>\n

When you sponsor\u00a0a white paper, you pay to gather\u00a0all the best research and create\u00a0your most convincing arguments.<\/p>\n

For a B2B marketer, that’s gold.<\/p>\n

 <\/p>\n

Why not recycle that great content into other formats that can reach different prospects who may prefer to access content in a different way?<\/p>\n

This isn’t a new idea, it’s a classic<\/h3>\n

Way back in 2009, B2B marketing expert Ardath Albee coined her \u201cRule of 5\u201d for content.<\/p>\n

\u201cEvery content development undertaking should produce content assets that can be used at least five different ways,\u201d she wrote.<\/p>\n

“Let’s say that you plan to create a white paper. When you know in advance that you need\u00a0four\u00a0additional content assets from the project, you can plan production with that in mind.”<\/p>\n

You can read more in\u00a0this seminal post on Albee’s blog<\/a>.<\/p>\n

The problem: Who\u2019s got time?<\/h3>\n

But if your team is like most marketing teams, you have no one who can spend hours or days repurposing content.<\/p>\n

Everyone already has too much to do.<\/p>\n

Let’s look at this dilemma a little closer.\u00a0As you know, there are three parts to producing a white paper:<\/p>\n

    \n
  1. Planning<\/li>\n
  2. Production<\/li>\n
  3. Promotion<\/li>\n<\/ol>\n

    As a marketer, you should focus on the first and last, planning and promotion. Leave the production to your writer and designer.<\/p>\n

    For more on why this is a good practice,\u00a0see this article<\/a>.<\/p>\n

    Solution: Ask your writer to repurpose<\/h3>\n

    It makes good sense to ask the person most familiar with your content\u2014your copywriter\u2014to do the repurposing. After all, your writer:<\/p>\n