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One of the hesitations about spending the time and money to develop long-form content is the worry that it’s going to have a short shelf life. You publish it, promote it on social media or perhaps your newsletter, and then it languishes in your files. 

That’s why you need a strategy for repurposing your long-form content. It’s just like when you take the time to make a big batch of soup for the week, you don’t want to forget about it in the fridge, you need to use it for lunches and dinners all week!

When I’m talking to consulting clients about ways to use the long-form thought leadership article we’re creating together, we are looking directly at their funnel or sales workflow:

  • Do we need more leads? (Distribution of the content in multiple channels will be critical.)
  • Are leads dropping out of the workflow before making a decision? (We’ll want to look at ways to get it into their hands in between meetings.)
  • Are we interested in reputation expansion or possibly a new service launch? (We’ll be choosing options to leverage platforms where our target audience hangs out, like podcasts or news websites.)

When we’re repurposing content, we’re squeezing every last juicy bit and using it to feed into every sales touchpoint with prospects and clients. 

We’ve done the hard work of defining your point of view, showcasing your experience and how it connects to the research of others, so why wouldn’t we use that to feed into the sales process?

If you’ve thought about writing long-form content but didn’t want to invest the time or money to do it, this list might help change your mind.

Here are 35 ways to repurpose a 2500-word thought leadership article to boost your lead generation, sales conversion, and platform-boosting opportunities:

  1. Turn it into a lead magnet: PDF the original document and use it as a lead magnet for key pages on your site. (Yes, you need to be building your list – even if you sell to corporate, as an emerging thought leader, people will want to hear more about your thoughts and ideas.)
  2. Send to prospects to keep them “warm’ before the first sales call: If you don’t want a newsletter, add a note to your “book a discovery call” page that you’ll share as a PDF when they book the call (or use an automation sequence from your scheduling app to send a follow-up email with the PDF/link a few days ahead of your call.
  3. Create a set of blog articles: One 2,500-word article can easily be turned into a set of 4-6 blog articles for your website. (And each of those articles can be repurposed into a social series,
  4. Make a video: Record a video explaining the key concepts from the article and add to the web page where you share the article. Either embed in a blog article or share on social (or both).
  5. Record an episode of your podcast: If you have a podcast, use it as the basis for a solo episode, and link to the lead magnet download page in your show notes.
  6. Host a webinar: Offer a free webinar to share how to implement what’s in the article.
  7. Turn it into a sales deck: Create or update a slide deck to use with client work and/or proposal pitches.
  8. Create an infographic: There are tons of preset templates in Canva you can use to create a visual or infographic. Write a blog article to share it, or share it in pieces with a lead magnet option to “download it all as one reference guide.”
  9. Develop an opt-in quiz: Create a quiz to help people assess their readiness to implement the article.
  10. Develop a case study: Create a case study that showcases how you implement the concepts from your article. These can then be linked to from the original article—Google gives you added search “juice” when you link within your website.
  11. Convert into social posts: Turn the blog post into a series of social media posts or LinkedIn articles.
  12. Answer a question on Reddit: Search for issues on Reddit that your article solves. When you answer, you can add the reference link.
  13. Pitch a guest post: Create a guest article based on the long version of the content and pitch it to a major website like Business Insider or Fast Company.
  14. Build some PR: Write a press release about your findings and send it out to news outlets.
  15. Create a #HowWeDidIt or #BTS piece: Write about the behind-the-scenes effort to collect the research, why the topic resonated, and how you developed the solutions. Share as a social media live video event or write the article for your website.
  16. Share as an email series in your newsletter or with your network: Turn the blog post into a series of email marketing newsletters.
  17. Add to your newsletter welcome sequence: Create or modify your newsletter welcome sequence to reference this work and keep new subscribers “warm.” (Assuming you haven’t already shared it as your lead magnet!)
  18. Boost credibility on your About page: Add a link to the article to your About page giving more information about how you work.
  19. Make a video for your sales page: Use the article content to create a video for your sales or product page that explains how you work or the approach that you use.
  20. Share the tools: Write a “6 tools to …” article to describe the tools or technology you use to implement the solution. Make sure you link to the long-form article when you do it.
  21. Write a product review: If the article has technology components (or you use various tech in the solution you write about), write a “this or that” review.
  22. Record a “how-to” video: Create a product tutorial that references the data from your article.
  23. Create a video series lead magnet. Record a video series that you drip out to new subscribers. Link to it as your lead magnet for the original article.
  24. Develop FAQs: Turn the article into a product or service set of FAQs.
  25. Share testimonials: Build a program testimonial carousel that highlights the outcomes from your work. Use copy from the article as context for the work.
  26. Make GIFs or animations: Use Canva to create a product explainer animation. Write a “concept X explained in 4 steps” and use the animation on your page, or share it out via social. 
  27. Create a podcast pitch: Write a condensed version of the article, PDF it, and use it to pitch yourself on podcasts your clients love.
  28. Record your pod pitch and create a speaker page: Take the PDF and record a short video in a similar style to how you show up for podcasts to use on your speaker page.
  29. Keep leads warm: Use that same PDF (or the original article PDF) to add to proposals OR to revive/keep warm recent prospects who have gone quiet or are slow to reply.
  30. Create a product demo slide deck: Turn the article into a product demo slide deck to boost your trust and credibility because your prospects will see you in action.
  31. Add article clips to your proposal template set: Boost your proposal credibility and update your proposal template with great lines or research from the article.
  32. Create a challenge: Turn the article into a LinkedIn poll or Instagram challenge. Refer back to the source article to help people succeed with the challenge.
  33. Publish an eBook: Create two more of these articles, format them and upload as an Amazon eBook for $1.99.
  34. Create traditional media: Format, print, and send the printed article to prospects or past clients in the mail.
  35. Make a workbook: Turn the process from the article into a step-by-step workbook, or create steps for brainstorming how to implement the solution you describe. 

There are lots of other options too—-these are specifically with B2B marketers in mind who are selling programs or services to corporate clients. And there are nuanced versions of each one too (e.g., creating a PDF-series you can drip out to prospects).

You’ve invested in the content, go get the juice!

Author

Alyssa Burkus

Alyssa Burkus

Alyssa Burkus is a thought leadership strategist, writer, and coach. She's the founder of Shift Wisdom, a writing agency based near Toronto, Canada where she specializes in helping business owners and corporate leaders build their authority and influence through writing.

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