Case Study: From blog posts to white papers

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white papers

Earlier this year, one of my clients asked me to write a series of articles comparing various marketing tech apps. I ghost wrote them for one of their martech experts and they were published under her name on the corporate website. Several months later, the marketing manager wanted to turn those posts into a short white paper that they could use for their custom consulting projects.

This client understood the value of the original content and what more it could do for them by repurposing it into another format. It was a pleasure working with the marketing manager and SME on this one.

The client

A B2B tech consulting firm (as this was ghost written, I’m not naming the company.)

The work

Take a 5-part blog post series I wrote and turn it into a short white paper (< 5 pages long.) The firm would use it as part of their outreach marketing campaigns to promote their industry expertise with marketing technologies.

The process

The marketing manager is used to working with freelancers in general, and me specifically, so the assignment and overall project went pretty smoothly.

The process went like this:

  1. The manager sent me a general outline of the white paper and links to the published versions of the original blog posts (since they were lightly edited after I submitted them.)
  2. I created a timeline with milestones for the work (first draft due date, revisions due back to me, etc.) that we’d both work from.
  3. We rejigged the due dates a few days later as the marketing director shifted a few campaigns around and wanted to send this one out earlier.
  4. I sent the first draft and waited for feedback.
  5. The SME sent back some comments, I revised the paper, and sent it back.

My thoughts

Working with this marketing manager is great. She’s very responsive and keeps me updated on anything that changes on her end, which is critical for me as the outside freelancer. The SME was also great, answering all my questions quickly, and helping me understand how she’d use the white paper.

Not all clients are good at communicating changes in deadlines, but since we’re connected through Slack, it makes it easier to do. Communication is quick and we can share ideas more efficiently.


If you’re looking for a short white paper for your B2B tech or SaaS company, check out my services and reach out. I’d love to help you repurpose your content into something else equally valuable for you and your customers and audience.

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