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Thank you, Robin!
I agree that there's a danger of splitting authority with the solution I've proposed and either of the alternatives would be stronger. The issue here is that I've got PDFs with 80+ pages of content, so making that into a HTML page would be it's own can of worms.
I'm thinking of doing one or a couple as an experiment and seeing the results before putting effort/taking on the risk of doing a whole bunch.
Looking at some reports, I found that a client's site has PDFs that are ranking well for niche terms and getting some traffic.
What can I do to get more out of them from a marketing standpoint?
The obvious issue is that a PDF doesn't have the interactivity of a site visit, where we have analytics and CTAs. Someone has to follow a link back from the PDF to the site for us to even register a visit, let alone try to get their email or have them otherwise convert.
My first guess is to make landing page summaries of the PDF content that link to the PDF, and canonical the PDF to the respective landing page.
Has anyone tried this, or done something else that they would recommend again in this situation?