Case Study: Repurposing Dense Content

Synopsis
I helped a certification body reach new and expanded audiences with multi-modal content derived from a dense whitepaper showing the value of nursing certification to three different audiences: nurses, nurse managers, and physicians. I used an AI-powered workflow to streamline production. The goals were simple: increase the brand recognition of the nursing certification and increase the numbers of nurses in the pipeline to achieve that certification. 

The Challenge
The certification body had developed a lengthy, academic-style whitepaper on the value of nursing certification. Though well-written and widely distributed, it suffered from poor readership and did not seem to resonate with the three target audiences.
 

The Solution
I created a scalable AI-driven workflow to extract key messages from the white paper, working with subject matter experts to create and validate a stakeholder messaging plan for the three audiences. I then created a number of microlearning and marketing/public relations assets, including infographics, short videos, media pitches, blog posts, and articles. 

The Results
The organization saw a lift of 352% in Facebook engagement and 245% in LinkedIn engagement within months, reaching the three targeted audiences. Page views to the certification web portal increased significantly.
 

Executive Takeaway
Whitepapers are a great avenue for disseminating research, but reach and engagement can be limited, holding you back from achieving your goals. Segment your audiences and develop microlearning and other assets designed to reach your audiences where they are. 

Interested in learning how we can help your association? Complete the form below.