I’ve found three things are true about white papers: they’re time-consuming, they’re resource-intensive, and they’re one of the most profitable pieces you’ll ever invest in.
Why? Not only can they do some serious lifting in terms of generating new leads and shortening sales cycles, you can also repurpose them in several different ways. Here are 5 ideas to help you maximize the mileage you get from your next white paper.
1. Press Release
It goes without saying media coverage provides instant credibility for your company. Whether you use a PR firm to help pitch the story or simply distribute it via the newswire, you’ll want a strong, newsworthy press release that maximizes your chances of getting picked up. That means writing both an attention-getting lead and a story that doesn’t reek of marketing speak.
2. Trade Article
Want to increase exposure for your white paper? Place an article in one of the trade publications read by your target audience. Again, you’ll just need to condense your white paper’s argument and format it to read like a magazine article.
3. Slide Deck
Break up the main argument of your white paper into a compelling Power Point slide deck. Your sales force can then use the slide deck in presentations, or you can send it to your channel partners to increase visibility.
A webinar is a great way to bring in even more leads with your white paper by turning it into an engaging presentation you can present online. Create a script to go along with the slide deck above, record the presentation and ta-da: you now have a webinar to promote and invite prospects to.
5. Create a Blog Post (or Series)
Any white paper can be easily repurposed as a blog post. If you can’t distill the white paper’s message into a single post, consider breaking it up into a series of posts. As always, choose a compelling headline and subheads, and be sure to break up the content into shorter paragraphs and sentences for better online readability.