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Make The Most of Your White Papers

February 22, 2012 | Comments: 0 | Views: 112

In business, the White Paper is a powerful marketing tool. It provides its readers with an insight into particular issues within their industry, and offers advice on how to overcome them.

They are a great way to convey technical information within a marketing format, but what happens once they've been published?

You obviously felt the information was important enough to invest in the creation of the White Paper, so why let it go to waste?

Getting extra mileage from your White Papers

By their nature, White Papers can be anything up to 50 pages in length (sometimes longer) - that's a lot of information.

Usually, they are written for a specific audience and are quite scholarly in nature, but why not re-use the content for your blog?

Let's face it, running a corporate blog is daunting; you're constantly pestering your subject matter experts for content and then you have to try to convert what they have provided you with into something your blog readership will want to read.

So, if you're scrambling round for content, why not repurpose your White Paper content for your blog audience?

Whether you do this in-house or prefer to use the outside expertise of a copywriter, one White Paper can create a series of informative and interesting posts.

Of course, it's not as simple as publishing each chapter separately. You have to mould the information from the White Paper into something that is accessible and interesting to your blog readers:

Understand your blog readers and re-write the content in a way they can understand and enjoy it. Simplify it and add in a few graphics to highlight important aspects.Create a blog series from each paper (usually, a 15-20 page White Paper will create about 7 new blog posts), and make sure you show that you are publishing a series of blogs to keep your readers interested.For particularly complex sections, use info graphics to illustrate the points to make them more accessible.

By generating a large number of blogs like this, you can schedule their publication so you'll always have blogs ready and waiting, rather than scrambling round at the eleventh-hour when you realise you haven't posted anything for a few days.

This type of regenerated marketing collateral will make sure your message is out in the marketplace and accessible to everyone. Even the most complex of subjects can be simplified creating a potential new market for your products and services.

Now, there's no reason for your White Papers to be published and then forgotten about.

Why not take a look at the ones you have and see if you can convert them into something vibrant and accessible for your blog - you'll never be stuck for blog ideas again.

Sally Ormond, Briar Copywriting, is a professional copywriter, SEO website copywriter and advertising copywriting with extensive experience in both B2B and B2C markets.

To have a chat about how she can help you send an email to or call +44(0)1449 779605.

Source: EzineArticles
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