White Paper Project Management
12 steps to great white paper project management
A white paper project is a complex undertaking, with many moving parts. Here is a 12-step program, of sorts, for effective white paper project management. We’ve learned all these lessons through painful experiences with white papers that went off the rails. A few were never even completed, despite my best efforts. So consider these best…
Read MoreHow to get great reviews for your white paper
Every white paper gets reviews, often by numerous people. But these reviews aren’t always helpful. To gain an effective review, a white paper writer or sponsor sometimes needs to take reviewers by the hand and give them a little guidance. This article includes five tips, plus a reviewer’s checklist you can download and circulate to your…
Read More18 must-do’s to promote a white paper
So you wrote a white paper. Now what? Now it’s time to get it in front of your target readers. That means promotions. There are many ways to promote a white paper; in fact, my book White Papers For Dummies includes a list of 40 possible promotions. But not every tactic works for every audience. So here’s…
Read MoreGet faster approvals from your B2B clients
This recent article on getting faster approvals from your B2B clients caught our eye. It’s an excellent follow-up to our recent post on 9 tips for how to be a great client, so we asked permission to republish it. Many corporate writers go crazy with what’s known as the “approval process.” A more accurate title might be the “disapproval process” where…
Read MoreTell the truth! Show your white paper sources
What do you do when you finish a white paper? If you’re like most writers, you send in your invoice, and then take the rest of the day off. But haven’t you forgotten something? What about sending your client all the sources you referenced in your white paper? How about backing up all those claims in your…
Read More9 tips for how to be a great client
I’ve written for 120+ different companies now. That gives me enough experience to separate the sheep from the goats, the good from the bad. I’m always delighted to work with a good client again. And I’m happy to be done with the few I consider not-so-good. Here’s my list of 9 tips on how to be a great client for…
Read MoreHow to hire a white paper writer
If you’re looking for a white paper writer, how do you find one? Don’t just rush to Google “white paper writer.” Instead, take a minute to consider three trade-offs to help zero in on the perfect writer for you: Time or money Writing experience or domain knowledge Full-service or text-only Tradeoff #1: Your money or your time The more experience a white…
Read MoreWhen NOT to use a white paper
I believe white papers are the most powerful form of content any B2B company can produce. But there are times when using a white paper may not be the best choice to reach an audience. Whether you’re a white paper copywriter or a B2B marketer, remember that a white paper may not work well in any of these situations:…
Read More7 habits of highly effective white paper marketers
One of my favorite self-help books is 7 Habits of Highly Effective People by Stephen Covey. First published in 1989, it has sold an estimated 25 million copies in 38 languages. I still try to follow its guidelines in my own life. With apologies, I’ve applied the 7 habits to the act of marketing with highly…
Read MoreHow to create a white paper mashup
What if you need a white paper that’s more than just one flavor? As you know, I believe there are three main “flavors” of white papers. Vanilla: A backgrounder zooms in on a certain product or service. Ideal for prospects doing a technical evaluation near end of the sales funnel. Chocolate: A problem/solution zooms out to show an industry-wide problem…
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