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Powder coating it again would be best. If you are going to paint it yourself, then I would say go with hammered paint, such as Rustoelum or Hammerrite. The stuff is really tough. I have done wheels, bumpers and inner fenders with it. It holds up really well and isn't very expensive.
I'm painting it myself but I do have a compressor and gun. Right now I'm thinking of a 2 part epoxy. Or re-powdercoat depending on cost to have it done. I know the hammerite is good stuff, just don't know if it will hold up to ladders hitting it.
If its gonna see alot of use with stuff being taken on and off alot(especially ladders), the bedliner is probably the best stuff to use. If its only being used once in a while, the the hammered paint is what I would use next.
I was just recommended bedliner today, but it only comes in black. It doesn't get a lot of use for ladders, but I don't think it will take much to chip it.
While the bedliner is still tacky, you can apply a compatible paint over it to color it if you want. They do color bedliners as well, but I dont think you can get colored liner material for the DIYer.