When is a White Paper Not a White Paper? When You’re Repurposing It.

Getting leverage from your white papers

I was pleased to work on a white paper called “Make It Easy on Me – 3 Ways Operators Can Use Personalization To Give Customers What They Want On The Mobile Internet.” I was even more pleased to see that client Xiam Technologies took the smart-marketing step of repurposing that well-produced piece of cornerstone content into other channels.

Repurposing = leverage

Xiam used the white paper as lead-generation content by syndicating it to a knowledge portal on mobile search. They were smart enough to wrap the paper up with an introduction that showed their knack for repurposing:

Personalization is also a topic Colm Healy will examine in a series of thought leadership contributions beginning later this week. Healy is CEO of Xiam Technologies, a Qualcomm subsidiary providing discovery and recommendations solutions to mobile operators.

The first entry in the series will outline the main points in the company’s white paper, titled “Make It Easy For Me: 3 Ways Operators Can Use Personalization To Give Customers What They Want On The Mobile Internet.”

Do you see the cyclical nature of this kind of content?

  • In the first content strategy pass, Xiam spotted a few themes and short-form pieces of content that their subject matter experts could weave together.
  • That led to the white paper — the whole that became greater than the sum of those parts.
  • After the white paper, the next content strategy pass answered the question, “How else can we repurpose what we already have in hand?”

Content like white papers, case studies and technical articles is rich in SEO-potential and industry authority. Why restrict it to the corral of your website? Give it away so it can roam the plains of the web and seed your brand.

Never forget the Content Buffet. Xiam is one of those companies laying out a rich spread.

photo credit: KVDP


Author: John White

John White of venTAJA Marketing is a content marketing writer for technology companies. He posts about technology writing from the perspective of the marketing manager. It’s a dirty job, but somebody has to do it. Download his eBook, “10 Questions to Ask When Hiring Your Content Marketing Writer.”