Pull your white papers into the year 2010 - Susan Weiner Investment Writing

Investment and wealth managers, you can get a lot more mileage out of your white papers today.

How’s that?

Don’t forget about the content once it’s up on your website. Reuse it using social media.

Recycle as blog posts
White paper content can be recycled into blog posts. In some cases, you can pluck a few paragraphs and drop them into your blog “as is.” However, most of the time, you’ll need to frame and re-write the content. I’ve been doing this recently for a white paper client.

Another possibility: Send your white paper to a blogger whom you respect. Offer to answer questions about your topic on the other person’s blog. Check out “How to guest-blog on personal finance or investments,” if you’d like to explore this option

Tweet it–and don’t forget LinkedIn
It’s a no-brainer to tweet the availability of your white paper. Smart marketers go beyond this. They tweet intriguing excerpts, keeping them short enough to be retweetable. Pithy quotes are popular on Twitter.

Remember, tweets are also great fodder for LinkedIn updates. While you’re over at LinkedIn, you may also want to raise a question in a Group related to your white paper topic.

Go multimedia
Different members of your audience prefer to take in content in different ways. So, also consider turning your white papers into podcasts, videos, or interactive webinars.

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