Repurposing White Papers Into LinkedIn Posts

You've invested in a high quality white paper. The design is stunning. The insights are solid. Now it’s sitting behind a gated form that nobody fills out anymore. Sound familiar?

At Borrowed Pen, we help B2B teams wring every last drop of value out of the content they already have, starting with white papers and ending with scroll-stopping LinkedIn posts. Here’s how we do it.

Why LinkedIn?

Well, that’s where your buyers are browsing ideas between meetings. They’re not always reading PDFs, but they are reading posts that:

• Feel human

• Offer quick insight

• Reflect their current challenges

• Start a conversation

When you adapt your long-form content to social, you create more surface area for discovery, and you meet your buyer where they actually hang out.

Step-by-Step: From White Paper to Scroll-Stopper

1. Pull the Headlines

Look for chapter titles, section headers, or key data points. These become:

• Bold first lines

• Carousel slides

• Hook phrases for text posts

White paper section: “The Top 3 Causes of Workflow Failure in Clinical Teams”

LinkedIn post: “We see three patterns in every healthcare org we work with. Here they are and how to fix them.”

2. Chop Up the Insight

Break down big arguments into 2–3 standalone posts:

• One focused on a problem

• One focused on the solution

• One on a counterintuitive insight or stat

You don’t have to tell the whole story every time. You just need to say something worth reading.

3. Use a Conversational Voice

No one wants to read LinkedIn content that sounds like a press release. Keep it:

• First person or informal third

• Clear and direct

• More like a chat, less like a chapter

Instead of: “The results of the study indicate a 42% decrease in data access latency.”

Try: “Most teams wait longer than they realize to get the info they need. We helped one org cut that lag by 42%.”

4. Add a CTA That Doesn’t Feel Like Homework

Don’t ask your reader to “download the full report.” Invite them into the conversation.

Try:

• “Curious if you’ve seen the same?”

• “We break this down in more detail here [link].”

• “Want the full story? DM us and we’ll send it your way, no form required.”

Internal Bonus: Sales and CS Fuel

Every LinkedIn post you create from a white paper can also be used in:

• Sales follow-up messages

• Customer onboarding sequences

• Internal training decks

• Newsletter intros

Repurposing = better ROI and more internal alignment.

Your white paper isn’t done working just because it was published. Break it up. Make it social. Keep it useful. Need help turning your heavy content into high-performing assets? We’ll help you repurpose without repeating yourself. Start your remix now.