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White Paper Project Management

How 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…

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When 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:…

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7 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…

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How 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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10 ways to be a good SME

This article from guest contributor Janice King offers a new perspective on how to create high-quality marketing materials by putting together a subject matter expert and a writer. Keep these tips in mind if you provide subject knowledge or share a writer with the engineers and other experts in your company. Have you ever been a SME? As…

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White paper must-do #3: Wrap up the project properly

Wrapping up a white paper is often neglected by newbies and veterans alike. In this step, the writer and client tie up any loose ends and close the file. This includes taking care of sources, permissions, payment and perhaps a post-mortem. Without doing all this, certain issues may not be handled in a business-like way.…

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White paper must-do #2: Create an executive summary early

Must-do #1 covered holding a “kickoff call” to discuss the white paper’s purpose and scope. This article covers creating a brief summary before you draft the full document. Hint: If you’re the client, ask for this as your first deliverable.If you’re the writer, explain this is how you always work. After the kickoff call, the writer…

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White paper must-do #1: Hold a kickoff call

When I first started writing white papers, not every one went smoothly. A few were painfully slow, going through revision after revision as we chased a moving target. Another was ruined when the CEO appeared late in the process and insisted we turn it into a sales pitch. A few were never completed because the…

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Let the writers write, and the marketers market!

I’ve worked on  white papers for all sorts of companies, large and small. When I analyze what makes a good client/writer relationship, a lot comes down to this: Everyone should stick to the areas where they make the best contribution. There are three main phases of any white paper project: #1: Planning the project #2:…

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For best results, don't rush a white paper

The day before starting my holidays last summer, I got an urgent call from the owner of a Toronto software firm. He was desperately seeking white papers. It turned out his firm was looking for six technical white papers (~65 pages) for an upcoming trade show. And that’s not all. He wanted all these papers…

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