Quick tip: Don’t rush a white paper late in December

Around mid-December every year, several prospects ask if I can finish a white paper before the New Year.

I say, “Not very likely. Why the rush?”

Then they sheepishly tell me.

Sometimes it’s their bonus

Their editorial calendar called for four white papers for the year, but they only did three. If they don’t do a fourth, they won’t get their bonus—and they’re counting on that money.

Sometimes it’s their budget

They have some money in the marketing budget they’ve got to spend by the end of the year. It’s “use it or lose it” and the CFO is breathing down their neck.

And sometimes it’s their mistaken belief that anyone will notice a white paper that comes out on December 30th.

Here’s what I tell them

About their bonus

“Well, we can certainly start a white paper in late December and get it published in January. Isn’t that enough to check that box and get your bonus?”

Meanwhile I’m thinking: Don’t publish a white paper just because the clock is ticking!

And push back on an editorial calendar that puts quantity over quality.

About their budget

“Sure, I’ll take your money now and do the work later. No problem.”

Meanwhile I’m thinking: Advanced planning is a wonderful thing.

On publishing a white paper late in December

“Your efforts will get buried under a three-foot pile of distractions: concerts, decorating, family, parties, shopping, storms, and travels.

“To get anyone’s attention, you’ll have to redo your campaign in January anyway.

“So let’s aim to publish by the third week of January. You’ll see much better results with that timeline.”

Meanwhile I’m thinking: Grind culture will really grind you down!

Bonus tip: Don’t publish any white papers before mid-January either

You know what it’s like in every office after a big holiday.

Everyone spends the first few days talking about what they did, and ever-so-slowly getting back in the saddle.

They’re not busy downloading white papers the minute they come in January 6.

Why not mark December 11 through January 15 as “holiday blackout days” when you won’t publish any long-form content?

Why not take a breath, have a cup of eggnog, and enjoy the people around you at work and at home.

Bottom line: Your white paper just won’t succeed if you rush it out late in December or early in January.

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