{"id":3383,"date":"2015-11-24T11:00:16","date_gmt":"2015-11-24T16:00:16","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=3383"},"modified":"2021-01-18T09:49:16","modified_gmt":"2021-01-18T14:49:16","slug":"from-white-paper-to-tweets","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-tweets\/","title":{"rendered":"How to repurpose a white paper by creating tweets"},"content":{"rendered":"
This is part 6 of our ongoing series on how to repurpose a white paper. <\/strong><\/p>\n You can find\u00a0links to the first 5\u00a0parts of our series at the end of this article.<\/p>\n <\/a>We don’t think of\u00a0social media as “content.” Rather, it’s a channel you can use to\u00a0promote B2B content.<\/p>\n Social media can be\u00a0a powerful way to publicize a white paper; that’s why we\u00a0included creating tweets for Twitter to wrap up\u00a0this series.<\/p>\n Facebook is still unproven as a B2B channel.<\/p>\n We’ve spent years looking\u00a0for any B2B company that consistently generates quality leads through Facebook…and we’re still waiting.<\/p>\n LinkedIn is much more useful for B2B, mainly because people use it primarily for business networking and to explore their professional\u00a0interests.<\/p>\n For example, our own LinkedIn group,\u00a0Get More from Your White Papers<\/a>\u00a0now numbers 500+ people. You can ask any questions you like about white papers there.<\/p>\n We recommend sharing your new white papers with LinkedIn groups related to your\u00a0topic or industry. You can also use LinkedIn’s blogging tool to post articles related to your white paper.<\/p>\n Opinions on\u00a0Twitter’s reach may differ.<\/p>\n But consider the potential if you send your tweet out several times to your 2,000 followers, and some of them in turn share your tweet with their followers.<\/p>\n Following a regular posting schedule with well-developed tweets will definitely expand the reach of your white paper.<\/p>\n [Tweet “Regularly posting well-developed tweets will\u00a0expand your white paper’s reach.”]<\/p>\n Our client created the tweets for our sample\u00a0white paper, and we think he did a reasonable job.<\/p>\n Here are the ones he set up:<\/p>\n <\/p>\n <\/p>\n <\/p>\n Look for key points in the white paper that might entice your audience. Short headlines often work well. Tell your audience how the white paper will help them. Include the download link.<\/p>\n Our client did\u00a0a great job with short, snappy sentences, including the\u00a0download link and incorporating relevant hashtags.<\/p>\n Try\u00a0what you’re using in other social media or for SEO.<\/p>\n Rather than listing a string of hashtags at the end of your tweet, pick one or two keywords that fit the topic well and write them into the tweet.<\/p>\n If you’re still stuck, use a tool like\u00a0Google Keywords<\/a>\u00a0to see what hashtags other people in your field are using.<\/p>\n If you feel like you’re retweeting too much, you can always use the #ICYMI (in case you missed it) tag on any recycled posts.<\/p>\n So there you have it. Repurposing your B2B\u00a0white paper into some relevant tweets is an excellent way to get the word out.<\/p>\n Have you ever written tweets for a white paper? Do you have any more tips to offer? Please leave your comment below.<\/em><\/p>\n See part 1 on the original white paper<\/a><\/p>\n See part 2 on repurposing it as a press release<\/b><\/a><\/p>\n See part 3 on repurposing it as a set of blog posts<\/b><\/a><\/p>\n See part 4 on repurposing it as a slide deck<\/b><\/a><\/p>\nForget Facebook, but use LinkedIn<\/h3>\n
Tweets can go\u00a0far<\/h3>\n
The actual tweets for this white paper<\/h3>\n
\u00a0Some Twitter tips<\/h3>\n
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\nYou only have 140 characters. You don’t want them all taken up with the url. You can find various tools for this. We use bit.ly<\/a>.<\/li>\n
\nTweets that are 100-130 characters have been proven to get the most engagement and retweets. This allows your followers space to add a comment\u00a0when they’re retweeting.\u00a0People often avoid retweeting if they have to\u00a0rewrite the tweet to add their own input.<\/li>\n
\nTweets have a shorter shelf life than other social media. Your tweet will reach half its total engagement within the first 20 minutes of being posted. And even after several tweets, not all of your followers will have seen it.<\/li>\n
\nThat way, your audience can quickly click to tweet the link out to their followers.<\/li>\n
\nThese can make sure your tweets go directly to the audience you want, without getting buried in the news feed.<\/li>\n<\/ul>\nWhat to put\u00a0into a tweet<\/h3>\n
Don’t know what hashtags to use?<\/h3>\n
Catching up on the other parts of this series<\/h3>\n