#86: Repurposing White Papers and Case Studies

Marketing / Automation

We are wrapping up this month’s theme: “Content Multipliers.”

For some businesses, using case studies and whitepapers are super useful, but after using it once, you may be thinking, “What else can I do?”

Today’s video gives you two ideas to get your creative juices flowing on how to repurpose white papers and case studies.

Welcome to Systems Sunday, today we are wrapping up Content Multipliers.

For some businesses, using case studies and whitepapers are super useful but after using it once, you may be thinking what else can I do? Here are two great ideas to get your creative juices flowing.

Idea #1: Create the Ultimate Buyer’s Guide

Whitepapers are usually long-form persuasive copy. They’re filled with reasons that your clients would want to hire you or buy from you and often contain plenty of stats and other valuable data. You can reuse this data and copy on your blog.

Create a mega blog post titled: The Ultimate Buyer’s Guide to ABC. For example, if you sell aquariums then you might title yours: The Ultimate Buyer’s Guide to Fish Aquariums. You can also try variations of this title such as:

  • The Ultimate Shopping List for (Product)
  • What Every (Target Audience) Should Know Before Hiring (niche)
  • 7 Buying Tips When Purchasing (Product)
  • The Insider’s Guide to Getting a Deal on (Product)

Keep in mind that you can tweak these titles depending on your branding. If your brand is all about dressing with style and sass for plus-size women, then you might title your post, The Sassy Girl’s Guide to Purchasing a Plus-Size Bathing Suit.

Now that you have a title, take your whitepaper and note which sections you want to use in your buying guide. You don’t have to use everything just because it’s there. In fact, many whitepapers can be quite lengthy so there’s nothing wrong with saving a few of your favorite paragraphs and cutting the rest.

As you’re creating this blog post, look for natural opportunities to mention your products or if you’re selling someone else’s products as an affiliate, add your unique ID into the content.

You may also want to compare two options for your readers and make it clear which one you prefer and why. For example, you might say, “The ABC leash is great for small dogs who don’t care much for running but I found XYZ leash is a much better fit for my active dog who needs a bit more freedom.”

Another thing you can do in your shopping guide is provide plenty of images. Try to show the products clearly and if possible, take a few selfies where you’re using the product. This builds even more trust in your recommendations.

If you’re selling a product for someone else, you may want to ask for a special coupon code or discount that you can pass on to your blog readers. Some marketers are more than happy to share these if you ask while others may have a strict no-coupon policy. Still, if you know the seller well, it doesn’t hurt to ask.

If the product you’re promoting is your own, consider posting a coupon code inside your content. Coupon codes will often prompt readers to take faster action. You can even set your code to expire after a certain period. Just be sure to let readers know they only have so much time to act on your recommendation if they want to lock in this great deal.

When you’re done with converting your whitepaper into a blog post, click publish. Be sure to share the page freely on social media and answer questions or comments on the page.

Idea #2: Turn it into a Podcast

Take a lengthy whitepaper or case study and turn it into a podcast. When you’re finished you can upload your podcast to the iTunes directory, Stitcher, and other websites to help your brand get more visibility.

First, read through the content and lightly edit by removing words you don’t use and making references to your products or services. If you have a story or thought you’d like to add, go ahead and do it.

Once you’re done, it’s time to record your podcast episode. There are dozens of programs you can use for this task. But one of the best also happens to be free, too. It’s called Audacity and it makes recording audio simple.

You can now upload it to any podcasting directory of your choice. This task can be time-consuming if you plan to submit it to all the major platforms. If you find yourself a real good virtual assistant, you’ll be saving yourself a whole lot of time. 

That’s it for today’s episode, I’ll see you next week for more Systems Sunday.

Did you enjoy this episode and want to put it into action? Grab this template bundle!

Content Repurposing Templates


Template bundle includes:

  • Insider’s Guide
  • 55 Ways to Repurpose Your Content
  • 3 Worksheet Templates – Use these templates to quickly create worksheets from your content.
  • 3 Checklist Templates – Another set of templates to help you create fresh content.
  • 3 Report Templates –  A handy way to turn articles or emails into a report.
  • 3 Slideshow Templates – Convert your articles, blog posts, or emails into slideshows using these handy templates.
  • 10 Snippets Promo Graphics  Use these to create tips, quotes, and other graphics snippets you pull from your content.


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