Convert your recently published research into 10 different content pieces.

Most researchers just share the link to their recently published research paper and miss hundreds of thousands of views and engagement. Here’s how to increase viewership for your research, which translates into more engagement and citations, using one simple technique: Content Repurposing. 

Since you spend hundreds of hours working on your research, and it’s already written, peer-reviewed, and available online, all you need to do is to take the original research document and slice it into 10 different pieces for multiple audiences and platforms. Here is the list of the formats that you can create: 

1️⃣Value Proposition Document

This is a one-page document explaining the value of the work you have done in very simple language. This document should include the following:

• The problem you are solving

• The way you are tackling it

• The result you have achieved

• The impact that your research will create

Don’t use technical terms or jargon. Make it simple so anyone can read and understand it. Later, you can share it with the media or use it to plan your interviews and public speaking. 

2️⃣ White Paper Document

This is my favourite part. Write a 1,000-word document explaining everything you did in your research, like you are speaking to a 7-year-old kid. Don’t follow any format; there is no need to focus on grammar; just write as you would tell a bedtime story to your kids.

This document will be the basis for any content pieces you create later. Be a storyteller and get creative in this part. 

3️⃣Press Release

Once your research is scheduled for publishing, get in touch with your organization's comms team and ask them to create a press release for this research. Alternatively, you can do it yourself using any AI tool like Claude, Copilot, or ChatGPT. Review and make sure all data and details are accurate. Make sure the PR is published on the organization's website, and distribute it everywhere and to relevant media contacts and outlets. This will bring more viewership and engagement on national, regional and international levels. 

A 400 - 600 word press release is more than enough. You can add personal quotes from yourself and any other leading authors. 

4️⃣Blog Post

It’s never a bad idea to have a personal blog or newsletter. If you have one, use the whitepaper, write a formal, engaging article, and publish it on your blog. If you don’t, write a professional article and share it with relevant media outlets to be published. Many websites and magazines will welcome you to write guest blog posts about your work for free. 

Make it personalized, engaging, and authentic. Avoid jargons. The readers will most likely be public audiences with no related experience to your field. 

5️⃣Linkedin Post

Using the value statement page and the whitepaper, write an engaging LinkedIn post with a catchy design and introductory hook that can capture the attention of your audience. Write it in a professional and well-structured way since the readers will be your fellow colleagues, researchers, and academia in different fields. Add the link to the research paper as a reference. You can create multiple posts about different angles related to your published paper. 

6️⃣Twitter Thread

Using the value statement and whitepaper create a thread of 5 to 8 tweets, explaining the problem, it’s relativity to the public audiences, your approach, and the result. Write in simple way and avoid jargons. Use multimedia including catchy designs, videos, or infographics. 

7️⃣Abstract Video

If you submitted an abstract video with your research to be published in the journal, publish it as a standalone piece in social media and attach it to your press release. If not, create a 1-3-minute video abstract that includes photos, videos, and supporting material. Make it simple. It can be like a documentary style where you are speaking in front of the camera and showing some photos, or it could be a mix of photos, text, and voice-over. Many tools will create this video for you in minutes using AI and some inputs from your side. 

Plus tip: Create a mobile version of your video and post it on TikTok. 

8️⃣Infographic

Technical diagrams belong in the research paper. Any other format shall have its own infographic that common people can understand. Turn your figures and charts into appealing infographics using AI tools or Canva. 

9️⃣Slide Deck

A 10-slide PDF document with less text and more visuals will attract more viewers to your work, especially through LinkedIn. You can follow the investment pitch deck approach or a structured storyboard to keep the audience engaged during the reading. You can publish the document on LinkedIn, SlideShare, or any other relevant platform.

🔟Livestream Presentation

No need to wait to speak at a conference. Set up your own presentation. Create a virtual event, invite people, and show up virtually. Show your slides, explain your research in simple words, and answer any questions. Record the presentation and upload it to your YouTube account. Make it short, up to 30 minutes maximum, including the Q&A section. Based on the audience you are targeting, you can make it formal, simple, engaging, technical, or whatever your audience prefers. 

Creating these content formats only takes a couple of hours, and you can do it using AI summaries and writing tools. Following this approach for high-quality published research will increase engagement, viewership, and citations. 

What tactics do you usually use to promote your recently published research?

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