Content Strategy & Copywriting: Content Derivatives

I am fortunate that my interests, skills and experience have found a home in my professional life: content strategy. I love assessing a situation, whether an individual campaign or full-fledged brand awareness, and figuring out what content would best achieve the business goals and objectives.

Making white papers new again

To help introduce internal product marketers to the capabilities of the newly created Strategic Communications team I was on, we launched what we called a “white paper initiative.” We intended to assess previously published content and determine how else it could be used (“repurposing”). As the senior content specialist, my part in this initiative included:

Conducting an audit of white papers previously published by the six business divisions
Reviewing all white papers to determine which had the best potential for further content development
Identifying what content formats would work best
Presenting internal product marketers with a content strategy proposal for asset development
Creating a plan and timeline for publishing repurposed content, and promoting it on social media
Shepherding each campaign from planning to development to publication and promotion

The results

I selected six white papers and collaborated with the product marketers and our designers to repurpose the original content into 14 derivatives and four months of social content.

I identified the key information and drafted outlines and copy to reformat the information into: