B2B Content Strategy: Re-purposing White Papers For Lead Generation


Re-purposing white papers for lead generation is a practical B2B content strategy. White papers are a favorite form of subject-matter expertise content for B2B marketers who use content offers for lead generation. Still, relatively few marketers re-purpose a white paper into a variety of content assets to maximize B2B lead generation results.

B2B content strategy: 5 truths of white-papers as a marketing tool

Truth #1: Most people don’t have the time or attention span to read an entire 20-page white paper from start to finish anymore.

Truth #2: Most white papers are about multiple topics, answer multiple questions, and sometimes even speak to multiple audiences in a single document.

Truth #3: Despite better search indexing of PDF documents, most of the subject-matter expertise locked inside white papers still isn’t easy to find via search engines.

Truth #4: A quality white paper is very expensive to produce when all of the thinking, researching, writing, editing, layout, design, and production costs are factored in.

Truth #5: The potential ROI of the knowledge inside a white paper is never fully realized if the knowledge is not leveraged in other ways.

Use one white paper in multiple content assets

A well-written white paper is a great cornerstone content asset of a marketing program. It contains tons of rich subject-matter expertise that helps the reader solve a problem or make a decision.  In most cases, it will include knowledge that touches on a number of related topics in a fair amount of detail.

Those topics can—and indeed should—be extracted from the white paper and turned into shorter, more focused, more easily consumable content assets that complement the white paper.  Content re-purposing is a skill that requires an eye for discreet topics in a larger body of content, and the ability to re-write each of those topical sections into a tone and format different from, but related to, the original white paper.

Learn how leveraging re-purposed content increases your lead generation

When developing re-purposed assets, strive to use the language and voice of a prospective customer. That means titling, tagging, and articulating key concepts using language that describes the problem or opportunity more so than the solution or benefit. Also think about formats that will perform well in natural search results, and string together multiple assets that deliver incremental levels of detail and insight as the reader moves from one to the next. When you draft and produce the content, be sure to include cross-links to the related content assets that suggest content consumption pathways for the reader.

Here is a diagram illustrating this B2B content strategy for a recent client exercise where we re-purposed a single white paper into 8 additional content assets; 4 online resource pages to appear in their website resource center, and four associated 1-pager downloadable articles that are gated with short lead capture forms. The white paper itself is also gated with a short lead capture form.

B2B Content Strategy: Repurposing a white paper

By creating content pathways between related assets of increasing detail and insight, not only do we create multiple lead generation opportunities, but also some implicit lead qualification based on depth of content engagement; leads who read more content assets have a higher likelihood of being qualified leads.  It is a great way to execute your B2B content strategy with a practical focus on making the most of your marketing investments.

Next steps:

Creating engaging content for your customers is no easy task. To learn how Brainrider can develop content that will help you reach your goals, request a proposal now.

Subscribe to our mailing list