{"id":11586,"date":"2015-06-02T12:21:03","date_gmt":"2015-06-02T16:21:03","guid":{"rendered":"http:\/\/www.mgb2b.com\/blog\/?p=11586"},"modified":"2016-07-05T10:49:44","modified_gmt":"2016-07-05T14:49:44","slug":"how-to-use-white-papers","status":"publish","type":"post","link":"https:\/\/www.mgb2b.com\/blog\/how-to-use-white-papers\/","title":{"rendered":"For Time’s Sake: Repurpose Your Long-Form B2B Content"},"content":{"rendered":"

\"how<\/a><\/p>\n

Creating good content is a time investment. This is especially true in business-to-business marketing, where the typical length of a white paper\u00a0is 6 to 10 pages if not more. What goes into those pages? Research. Statistics. Testimonials. Sweat, and maybe some tears, too. \u00a0And then \u2013 it\u2019s done. The fruit of your labor is sent out via press release or company email and that\u2019s it. It\u2019s over. Right? Wrong.<\/p>\n

<\/p>\n

You do value your time, right?<\/strong><\/h2>\n

Think about that white paper not as a single piece of content, but as a rich puzzle with dozens of pieces, easily distributed through your network of social media channels and blog. Start off by choosing your favorite stat or fact from the white paper. If you found it compelling, your blog subscribers likely will, too<\/a>. And better yet: the research is already done<\/em>. Aside from massaging the wording and tone to appeal to your blog\u2019s audience, you have a ready-made blog entry rearing to go.<\/p>\n

If that doesn\u2019t get you fired up, then you must really<\/em> enjoy getting bogged down with the hours of research that go into a blog. Again, you do value your time, right??<\/p>\n

Next, boil every stat in your white paper down to 140 characters (leaving room for the link to your white paper download page, of course) and voila<\/em> \u2013 fresh, compelling Twitter content. Don\u2019t forget to include a few eye-catching photos, too. For as long as your white paper lives on your website, you can and should feature a few of these tweets every week to attract new readers \u2013 and leads \u2013 to your website.<\/p>\n

From here, opportunities abound to shake up your white paper\u2019s content for the weeks, even months, to come. Share a two-minute video interview with the customer you featured in your testimonial. Turn part (or all) of your white paper into a podcast that can be downloaded from your website. (And while you\u2019re at it, check out some podcasts related to your industry and explore sponsorship opportunities<\/a>.) Create a snazzy infographic<\/a> out of all the stats. Get creative, and your customers, followers, and leads will appreciate it \u2013 and share it, too.<\/p>\n

If you\u2019ve gotten to this paragraph, we\u2019ve established that you do in fact value your time<\/strong>. It\u2019s your most valuable (and irreplaceable) asset, so make the most of it the next time you sit down to create a white paper. Map out all the ways you can repurpose your long-form B2B content, and your blog and social media wells will be stocked with valuable, lead-generating material.<\/p>\n","protected":false},"excerpt":{"rendered":"

Creating good content is a time investment. This is especially true in business-to-business marketing, where the typical length of a white paper\u00a0is 6 to 10 pages if not more. What goes into those pages? Research. Statistics. Testimonials. Sweat, and maybe some tears, too. \u00a0And then \u2013 it\u2019s done. The fruit of your labor is sent […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98,103,169],"tags":[],"class_list":["post-11586","post","type-post","status-publish","format-standard","hentry","category-b2b","category-marketing-strategy-2","category-social-media-2"],"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/11586","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=11586"}],"version-history":[{"count":10,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/11586\/revisions"}],"predecessor-version":[{"id":12795,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/11586\/revisions\/12795"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=11586"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=11586"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=11586"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}