3 ways to repurpose your white paper

 

You created a white paper, sent it out to a specially segmented audience, and watched how it performed. You may have even distributed it on social media, hoping to lock in a few more marketing-ready leads.

What next? You put a lot of time, energy, and resources into creating a white paper. It feels like a shame to distribute it once and then let it sit in a knowledge base.

That’s why we created this post. White papers, ebook, case studies, and more are all information-dense pieces of content that can have a longer life than a one-and-done send

In today’s post, you’ll learn how to distill the value from a white paper, then transform that information into a variety of other forms of content.

Break it down

To start, you need to break down the information in your white paper. White papers, case studies, and ebooks tend to be very dense. They’re like academic papers where as much information is packed into them as possible.

This sometimes makes them a little hard to read and even harder to digest.

Our first step is to determine what is engaging and valuable to a customer. Some value points are:

  • Statistics and data – In our digital world, everyone wants to see the numbers. Claim that your product is effective? You better have a statistic about it.
  • Quotes – From customers, from your employees, or from your CEO. Your audience wants to hear from the real people who work with, for, and in your brand.
  • Problems and solutions – find the problems your white paper acknowledges and solves for. That’s why your leads are viewing your content, to solve their problem.
  • Actionable steps – Beyond a problem or solution, your customers want to have an immediate takeaway from your content.

Go through your white paper and highlight these points. They will make it that much easier to transform your content. What formats can you put them in?

Infographic

An infographic is often an incredible fit for transforming a white paper into something more easily consumable.

We have done that with a couple reports from Ascend2. While the white papers are not overly dense, they’re packed with data, which is exactly what you want.

When creating infographics from a white paper, you should:

  • Choose an angle – pick a specific direction to dive into with your infographic. This means you may exclude certain parts of the white paper to keep your focus.
  • Choose a metaphor – what makes infographics so effective is they usually make abstract concepts easier to understand. This is easier to do when you choose a metaphor. Here we use the metaphor of feeding fish and the sea for our lead nurture infographic.
  • Pick compelling stats- choose the most compelling stats to use first, then work your way down to less engaging ones.

 

Blog post

Another great way to repurpose a white paper is to write a blog post based on it.

We did that just a few weeks ago, converting this white paper into a blog post.

To do this, we had to:

  • Select the main ideas – out of our white paper, then translate them into headers for our post.
  • Rip images – For this post, all we did was take snips of some of the most important graphics in the white paper. We incorporated the graphics that provided value in the blog post.
  • Rewrite the content— we didn’t want this blog post to be a duplicate of the white paper, so we rewrote and condensed many sections so it wouldn’t be as long.

Blog posts based on a white paper can be used to promote that white paper or used in lieu of a white paper on certain channels.

Standalone social images

The main idea of repurposing white papers is to make a big piece of content more digestible. This is done by picking and choosing what is important and only presenting a smaller, condensed version of the main topic.

Social media is about as small as it can go, which is why there is so much value in making social media images for white papers.

LinkedIn posts with images get 200% more engagement than text-only posts. Tweets with images are 150% more likely to get retweets than text-only ones. It’s worth your while to post images by themselves, they get a lot of preference in the algorithms.

Here are some things to keep in mind:

  • Ensure there’s value – make sure that there is a reason to share the images you create. Nice images are cool, but they likely won’t get reshared unless you provide a stat, actionable advice, or quote
  • Try to make a concept easier to understand – text laid over a background is technically an image. But it’d be better if you were able to add something to what you’re pulling from the white paper by visualizing it
  • Pull images/aesthetics – directly from the white paper. If you are promoting the white paper using these images, make sure the images match the style of the paper. You can pull elements from the original white paper and enhance them to have more value on social.

Social images can be used independently to gain traction and engagement on the channel you post them on. Or you can use them to promote the white paper or any other content you create from that white paper.

Here are a couple examples we created from the same white paper from the prior example.

These are just a handful of examples you can use to repurpose your white papers. But by following the process outlined at the beginning, your imagination is the limit for the types of content you can create.

Imagine making videos or slideshows. You could even make a webinar or a speech using this format. This is content recycling at its finest. Save energy and effort while squeezing every drop of value from your white papers. Let us know what you come up with.


Have you ever created new content from an old white paper? How did it go? Are you inspired to try it after reading our post?

 

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