In this presentation, I look at how to write a whitepaper and turn it into 35+ pieces of additional content for your marketing team. From one writer's perspective, this is a way for your B2B company to make an impact and see impressive results from content marketing in 2019.

1. The 2019 Content Model
Writer’s Edition
A strategy for transforming long-form content into 35+
pieces of marketing content...

2. Content System Overview
Strategy
Create
ResearchPromote
- Publishing
- Tagging
- Outreach
- Commenting
- Feedback
- Community
- White Papers
- Case Studies
- Guides
- Articles
- Stories
- Updates
- Keywords
- Influencers
- Interviews
- Data
- Studies
- Experience
- Audience Personas
- KPIs & Goals
- Brand Narrative
- Content Inventory
- Governance
- Team
START
HERE

3. 7 Types of Written Content
White papers, eBooks, technical docs, in-depth guides...
Slideshare presentations, webinars...
Technical articles, blog posts, guest posts...
Resources, tools, checklists, lists...
Status updates...
Stories, mashups, memes, GIFs, graphics, quotes...
Tagging, mentions, outreach, commenting...
DEEP-DIVE DOCUMENTS
PRESENTATIONS
ARTICLES
DOWNLOADS
UPDATES
GRAPHICS
Engagement

4. Deep-Dive Documents
Deep-Dive Doc Technical Articles Presentations Downloads
Status Updates Micro-Content Community

5. 1. Create Deep-Dive Document
What is it?
A Deep-Dive Document goes deep on a specific topic. It’s
research-centric and driven by a desire to provide the
MOST value to your readers.
Types of Deep-Dive Documents:
White Papers: A broad term for long-form docs
created to share research, insights, and strategies.
Case Studies: Show readers, by example, what kind
of results your product or service can deliver.
In-Depth Guides: Dive DEEP into the tactical plan for
how to achieve a goal or execute a strategy.
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2
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6. 1. Create Deep-Dive Document
Transform Into Article
Use the Deep-Dive Doc and
your additional research to
construct an articulate,
optimized article.
Generate Ideas
While writing, use the Google
Doc commenting feature to
identify article titles as you
create the Deep-Dive Doc.
Conduct More Research
Take the idea and flesh it out
with more research. This will
give it the power to stand as
its own piece of content.

7. 1. Create Deep-Dive Document
Here’s an example of commenting with an article idea...

8. Presentations
Deep-Dive Doc Technical Articles Presentations Downloads
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9. Presentations
You’re viewing this presentation, aren’t you? Seems like they
DEFINITELY have a place in a B2B marketing strategy. ;-)

10. 2. Create a Presentation
SlideShare receives
159,000,000 page views
per month
65% of people are
visual learners
What is it?
A Presentation gives users yet another
digestible way to consume your
content. Transform your deep-dive doc,
or 1-2 technical articles, into this
format. All the visual learners out there
will thank you for it.

11. Technical Articles
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12. 3. Write Technical Articles
What is it?
A Technical Article goes into actionable tactics, strategies,
how-tos, and whys. Think of it as a typical 1,000-word blog
post, but with more purpose and less keyword stuffing.
Why write technical articles?
Some will want to read your 5,000-word document, but
others won’t. Technical articles are valuable for those
who need a more consumable version.
Where should I publish these?
● Your company blog
● As a LinkedIn Article
● On Medium.com
● For a guest post

13. Downloads
Deep-Dive Doc Technical Articles Presentations Downloads
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14. 4. Develop downloads
What is it?
Downloads serve as an additional resource for readers to
refer back to time and time again. Often, they require an
email address to download, which builds your list.
However, you can give them away at no cost, too.
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15. Status Updates
Deep-Dive Doc Technical Articles Presentations Downloads
Status Updates Micro-Content Community

16. 5. Write Status Updates
Why care?
If your content gets published and no one is around to
hear it, it won’t make a sound. You’ve gotta go raise the
roof and stir up some noise. That starts with consistently
updating your status. You’ll connect with readers, forge
relationships, and begin building a thriving community.
Elements of a Good Status Update
● Long-form captions to engage deeper
● Tagging relevant people and influencers
● Video or audio micro-content to accompany it
● A call-to-action around community engagement
● Responding to all the comments

17. Micro-Content
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18. 6. Make Micro-Content
As you work on Deep-Dive and Technical Articles, highlight opportunities for
micro-content. If you identify it while creating, you can use the micro-content
within the longer content as well.

19. 6. Make Micro-Content
Once you’ve got the idea
identified, transform it into a
visual piece of micro content. Group Flow Triggers
#2: Good Communication
Leadership requires
consistent
communication. If they
don’t know what you’re
looking for, you’ll never
get it.
I’ve learned a lot about communication over the years,
and I love studying leadership.
Those of you like me will love this concept of “group flow
triggers” I recently discovered while writing an article.
...see more
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20. Community Engagement
Deep-Dive Doc Technical Articles Presentations Downloads
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21. 7. Engage With the community
Community Engagement is one of the most important aspect
of any content marketing plan. Without a following, your
investment gets squandard.
Find your tribe and connect with them.
Comment on their posts, go out of your way to add value, get
their expertise, become the host of an industry meetup…
If you want to be a leader,
it starts with the community.

22. Do You Need Content?

23. Let’s Connect!
Chelsei R. Henderson
Full-Stack Freelance Writer
- - - - -
[phone number]
chelsei@535creative.com
http://www.linkedin.com/in/chelseirae