Creating a high-quality white paper takes time, effort, and creativity. So, it pains me when I see companies publish their white papers just one time and that’s it. After all, it’s likely your team invested 20+ hours into this awesome piece of content. With that kind of investment, it’s important to stretch its benefits as far as they will go.

The good news? With the right strategy, you can transform your white paper into a variety of engaging formats, ensuring you get the most bang for your buck. 

Here’s how to repurpose your latest white paper so it gets in front of more prospective customers: 

1. Create Gated Content for Lead Generation 

First things first: Put your white paper behind a lead capture form. This is the integral piece that most of your derivatives will drive back to. Offer it as a valuable resource in exchange for your audience’s contact information (also sometimes known as a “freemium”). This turns your content into a lead generation machine, gathering valuable data for your sales team.

Bonus Tip: Create a QR code that links to your gated content landing page. Use it at trade shows and conferences to easily share your white paper with interested prospects.

2. Syndicate It

Expand your reach by syndicating your white paper across various platforms. Share it on industry websites, forums, and partner networks. This not only boosts visibility but also establishes your brand as a thought leader in the industry.

3. Transform It Into an Ebook

Reformat your white paper into an ebook. Add design flair with engaging visuals, charts, pull quotes, and easy-to-read layouts. An ebook can be a more appealing format for those who prefer a more casual reading experience.

Bonus Tip: The visuals created for your ebook can be repurposed to use in social media and blog posts. 

4. Break It Into Blog Posts

Turn your white paper into a series of three to four blog posts. Each post can feature a different section or theme from the original content, providing a steady stream of valuable information for your audience over time.

5. Host a Webinar

Host a webinar event where you discuss the key findings from your white paper (even better if a customer can co-host). This allows you to interact with your audience in real time, answer their questions, and provide additional insights. Record the session to use as on-demand content later.

6. Make Evergreen Social Media Posts

Extract bite-sized social media posts from your white paper. Use them to share key insights, stats, quotes, and visuals on platforms like LinkedIn, Twitter, Instagram, and Threads. This keeps your content alive and engaging across your social channels for weeks. You can even create a video snippet from the white paper webinar. 

7. Create an Interactive Infographic

Turn the data and insights from your white paper into an interactive infographic. These are highly shareable and can captivate your audience with engaging visuals. Interactive elements like hover-over data points can make the information even more engaging.

8. Develop Slide Decks

Create a few slides based on your white paper. Use it for internal presentations, client pitches, or industry conferences. A visually appealing slide deck can help you convey your message more effectively in meetings and presentations.

Hint: Repurpose social media and ebook images for your slides.

9. Create an Email Newsletter Series

Segment your white paper into a series of emails or newsletters modules. Each email can focus on a specific aspect, keeping your audience engaged over time and driving them back to your website for more detailed information.

Implementing Your Repurposing Strategy

Now that you know what you can make with your white paper, let’s look at how. 

Specifically, we suggest you:

• Plan ahead. Identify potential repurposing opportunities before creating your white paper. Structure your content in the paper in such a way that it’s easy to adapt into various formats.

• Audit existing content. Look at your content library to identify pieces that can be refreshed and repurposed.

• Utilize tools and templates. Simplify the process by using platforms like Canva to create social media templates, webinar templates, video intro templates, and more.

• Measure and adjust: Track the performance of your repurposed content to understand what resonates best with your audience. Use these insights to refine your strategy and improve future content assets.

At Wheels Up Collective, we believe in making the most of every piece of content. We don't just create it and move on; we repurpose and reutilize it continuously. Our goal is to tailor different versions for various stages of your marketing funnel and adapt them to the diverse ways people consume content. This way, we ensure you extract maximum value from every piece.

Want to know more? Reach out and see how we can help you maximize your content's potential.