November 23, 2012
/ by Chris Pilbeam
Guest Post by Cori Pearce, Online Marketing Manager at Vocus.
What do your whitepapers and guides have in common with a Thanksgiving Turkey?
Answer: you’re not done with them yet.
As you might have just experienced, it takes a good amount of time to get Thanksgiving dinner on the table. First you have to fight the holiday mob at the grocery store, next you have to thaw the bird for a few days, and then it takes the better part of a day to actually cook. Likewise, as anyone who has ever been involved in writing a whitepaper or guide knows, it takes time to select a topic, do your research, consult with experts, draft and rewrite (over and over), until it is finally approved for publishing.
So after everyone has enjoyed a lovely Thanksgiving dinner, what do we do? We carve up the rest of the bird to enjoy as leftovers for the next week. You’ve put too much time and effort into this meal. Why let it go to waste? We package it up and look forward to those leftover turkey sandwiches for lunch. In the same way, we can repurpose that whitepaper it to sustain our content needs for a while, attracting customers on search and social media for a month.
Here are three ways to get the most out of that original main course.
1. Webinar (Sandwiches) Have your resident expert host a webinar on the whitepaper topic. Summarize key takeaways and put them in a PowerPoint presentation (don’t forget to post to SlideShare). The plus about hosting a webinar is that attendees can engage in a live Q&A with your business, which is a great way to start a conversation with potential customers.
2. YouTube Videos (Turkey Pot Pie)– Create short videos that summarize your paper’s abstract and conclusion. You should point out in the video how your product/service will help solve your buyer’s problems and give them the same success outlined in the paper.
3. Blog Posts (Noodle Soup) Break down your whitepaper into bite-size pieces, and use them as blog posts that tease the main content asset. If prospects find value in the brief post, chances are they will want more and will download the full report.
It’s also worth noting that when you put all of these pieces together – whitepaper, archived webinar, blog posts, and videos – you have the assets you need for a very comprehensive publicity pitch. If your business’ story is picked up by the media, you’ve extended your content shelf life even more!
Now gobble up those leads!
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