White Paper Project Management

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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6 success factors for white papers

Many white papers are started… but not all of them are completed. There are many reasons for this. Priorities change… new products emerge… people come and go… executives lose interest. Explaining a product in detail can turn up flaws the vendor doesn’t want to admit… or conflicting opinions that can’t be resolved. How can you…

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