{"id":2549,"date":"2015-05-06T11:30:01","date_gmt":"2015-05-06T15:30:01","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=2549"},"modified":"2021-01-18T09:43:14","modified_gmt":"2021-01-18T14:43:14","slug":"when-not-to-use-a-white-paper","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/","title":{"rendered":"When NOT to use a white paper"},"content":{"rendered":"<h2>I believe\u00a0white papers are the most powerful form of content any B2B company can produce.<\/h2>\n<p><strong>But there are times when using a white paper may not be\u00a0the best choice to reach an\u00a0audience.\u00a0<\/strong><\/p>\n<p>Whether you&#8217;re a white paper copywriter or a B2B marketer, remember that\u00a0a white paper may not work well in any of these situations:<\/p>\n<ul>\n<li>Your\u00a0competitors don&#8217;t have white papers<\/li>\n<li>Your\u00a0prospects don&#8217;t want white papers<\/li>\n<li>There&#8217;s not much to say<\/li>\n<li>There&#8217;s not enough money in the budget<\/li>\n<\/ul>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2655 alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg\" alt=\"photo of Stop sign\" width=\"385\" height=\"446\" \/><\/a><\/p>\n<h3>When NOT\u00a0to use a white paper #1:<br \/>\nYour\u00a0competitors don&#8217;t have any<\/h3>\n<p>If the company has more than one competitor, check out the content they produce by visiting their websites.<\/p>\n<p>If you don&#8217;t spot any white papers, perhaps they have some that aren&#8217;t available\u00a0online. Contact those vendors posing as a consultant or researcher\u00a0to see if they have any white papers available on request.<\/p>\n<p>If not, you have a decision to make.<\/p>\n<p>You can seek to gain a competitive edge by being the first to use\u00a0white papers in a certain space. In this case, you may want to give these documents a friendlier name such as\u00a0&#8220;special reports.&#8221;<\/p>\n<p>Or, you can focus on creating\u00a0other types of content, such as case studies, that prospects are expecting.<\/p>\n<h3>When NOT\u00a0to use a white paper #2:<br \/>\nYour prospects aren&#8217;t asking for them<\/h3>\n<p>As you know, white papers can be used from top to bottom of the sales funnel:<\/p>\n<ul>\n<li>To generate leads at the top<\/li>\n<li>To nurture prospects through the middle<\/li>\n<li>To eliminate\u00a0competitors at the bottom<\/li>\n<\/ul>\n<p>Prospects\u00a0often\u00a0ask for white papers during their RFP process or final evaluation.<\/p>\n<p>But if a prospect has never asked for a white paper, that tells you something. Perhaps they don&#8217;t need them, they don&#8217;t want them, or\u00a0they don&#8217;t trust\u00a0them.<\/p>\n<p>To confirm your suspicions, you might want to take a quick poll of the\u00a0company&#8217;s favorite clients or user group.<\/p>\n<p>If none of your clients or prospects want to look at any white papers, think hard before starting one.<\/p>\n<h3>When NOT\u00a0to use a white paper #3:<br \/>\nThere&#8217;s not much to say<\/h3>\n<p>As you may have seen in my article\u00a0<em><a title=\"Does your company need a white paper?\" href=\"https:\/\/thatwhitepaperguy.com\/getting-started-with-white-papers\/does-your-company-need-a-white-paper\/\" target=\"_blank\" rel=\"noopener noreferrer\">Does your company need a white paper<\/a><\/em><em>?<\/em>\u00a0I&#8217;ve found white papers work best to describe a B2B offering\u00a0that&#8217;s relatively new, relatively complex, or relatively expensive.<\/p>\n<p>One of those\u00a0three may be sufficient; two out of three is certainly enough.<\/p>\n<p>But if a company is selling something relatively well-known, relatively simple, and relatively inexpensive, a white paper may not be necessary. There may be no need for a detailed explanation of what the company has to offer.<\/p>\n<p>In this case, the company may be better served by publishing other\u00a0forms of content such as case studies, blog posts, FAQs, and so on.<\/p>\n<p>Here&#8217;s a real-world\u00a0example:<\/p>\n<p>I recently spoke to a steel manufacturing company with some innovative products; they were wondering if they should publish white papers. But they already have effective spec sheets that sum up the product features and benefits in brief.<\/p>\n<p>I couldn&#8217;t see much\u00a0need for full-length white papers\u00a0that would simply repeat the same information.<\/p>\n<p>What they&#8217;re selling is not very\u00a0complex or expensive. Even their new product was\u00a0simply a better, stronger, more durable version of what came before.<\/p>\n<h3>When NOT\u00a0to use a white paper #4:<br \/>\nThere&#8217;s not enough in the budget<\/h3>\n<p>Almost every B2B marketer wants white papers&#8230; but unfortunately, not everyone can afford them.<\/p>\n<p>A\u00a0white paper is a significant project with\u00a0numerous\u00a0contributors that requires a budget of thousands of dollars.<\/p>\n<p>Trying to do one for\u00a0a few hundred dollars won&#8217;t likely generate the results you want to see.<\/p>\n<p>In fact, the average budget to create and promote a white paper is $7,250. You can easily spend more if you need translations, color copies for events, or more\u00a0extensive promotions.<\/p>\n<p>On top of all that,\u00a0a white paper\u00a0eats up\u00a0staff time for the myriad of tasks involved:<\/p>\n<ul>\n<li>Planning the content, digging up background, giving interviews, and reviewing drafts<\/li>\n<li>Repurposing the white paper into other formats, such as\u00a0a press release, blog posts, or\u00a0slide deck<\/li>\n<li>Planning, creating, and tracking promotional campaigns<\/li>\n<\/ul>\n<p>You can add further costs by running\u00a0pay-per-click campaigns, posting ads\u00a0on websites, or syndicating a white paper through a third-party service like KnowledgeStorm.<\/p>\n<p>For a longer discussion of these costs, see pages 75-79 of my book\u00a0<em><a title=\"White Papers For Dummies\" href=\"https:\/\/www.amazon.com\/gp\/product\/1118496922\/ref=as_li_tf_tl?ie=UTF8&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1118496922&amp;linkCode=as2&amp;tag=thwhpagu-20\" target=\"_blank\" rel=\"noopener noreferrer\">White Papers For Dummies<\/a>.<\/em><\/p>\n<p><strong>The bottom line<\/strong><\/p>\n<p>If a company doesn&#8217;t\u00a0have the money; has<strong>\u00a0<\/strong>nothing to say; has no competitors with white papers; and has no prospects asking for white papers,\u00a0there\u2019s probably no point doing\u00a0one.<\/p>\n<p>Instead, use your time and money to create something that will truly serve your prospects.<\/p>\n<p><em>Do you agree? Can you think of any other times NOT to\u00a0use a white paper? Or, have you used a white paper successfully in any of the situations listed above?<\/em><\/p>\n<p><em>Tell us about it in our <a href=\"https:\/\/thatwhitepaperguy.com\/getting-started-with-white-papers\/when-not-to-use-a-white-paper\/#respond\">comments section<\/a> below.<\/em><\/p>\n<hr \/>\n<p><em>Want to hear whenever there\u2019s a fresh article on this site? <\/em><a href=\"https:\/\/thatwhitepaperguy.com\/subscribe\/\"><em>Subscribe here to stay in the know on long-form content<\/em><\/a><em>. From time to time, we\u2019ll also send you word about some great new resource or training. And you can unsubscribe any time. \u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I believe\u00a0white 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\u00a0the best choice to reach an\u00a0audience.\u00a0 Whether you&#8217;re a white paper copywriter or a B2B marketer, remember that\u00a0a white paper may not work well in any of these situations:&hellip;<\/p>\n","protected":false},"author":2,"featured_media":6465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,7,14,8],"tags":[31,41,39,42,40,21],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When NOT to use a white paper - That White Paper Guy<\/title>\n<meta name=\"description\" content=\"I believe white papers are the most powerful content a B2B company can produce. But there are situations where white papers may not be the best choice.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When NOT to use a white paper - That White Paper Guy\" \/>\n<meta property=\"og:description\" content=\"I believe white papers are the most powerful content a B2B company can produce. But there are situations where white papers may not be the best choice.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/\" \/>\n<meta property=\"og:site_name\" content=\"That White Paper Guy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ThatWhitePaperGuy\/\" \/>\n<meta property=\"article:published_time\" content=\"2015-05-06T15:30:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-18T14:43:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"288\" \/>\n\t<meta property=\"og:image:height\" content=\"334\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Gordon Graham\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@WhitePaperGuy\" \/>\n<meta name=\"twitter:site\" content=\"@WhitePaperGuy\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gordon Graham\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/\"},\"author\":{\"name\":\"Gordon Graham\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/#\/schema\/person\/657ecb7a40f0e8f04458d0c78abeedfd\"},\"headline\":\"When NOT to use a white paper\",\"datePublished\":\"2015-05-06T15:30:01+00:00\",\"dateModified\":\"2021-01-18T14:43:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/\"},\"wordCount\":876,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg\",\"keywords\":[\"B2B marketing\",\"B2B white papers\",\"white paper copywriter\",\"white paper management\",\"white paper writer\",\"white papers\"],\"articleSection\":[\"Getting Started\",\"White Paper Planning\",\"White Paper Project Management\",\"Writing B2B Content\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/\",\"url\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/\",\"name\":\"When NOT to use a white paper - That White Paper Guy\",\"isPartOf\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg\",\"datePublished\":\"2015-05-06T15:30:01+00:00\",\"dateModified\":\"2021-01-18T14:43:14+00:00\",\"description\":\"I believe white papers are the most powerful content a B2B company can produce. But there are situations where white papers may not be the best choice.\",\"breadcrumb\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#primaryimage\",\"url\":\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg\",\"contentUrl\":\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg\",\"width\":288,\"height\":334},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/thatwhitepaperguy.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"When NOT to use a white paper\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/#website\",\"url\":\"https:\/\/thatwhitepaperguy.com\/\",\"name\":\"That White Paper Guy\",\"description\":\"That White Paper Guy is award-winning white paper writer Gordon Graham\",\"publisher\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/thatwhitepaperguy.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/#organization\",\"name\":\"That White Paper Guy\",\"url\":\"https:\/\/thatwhitepaperguy.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/04\/TWPG-new-logo.jpeg\",\"contentUrl\":\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/04\/TWPG-new-logo.jpeg\",\"width\":1280,\"height\":682,\"caption\":\"That White Paper Guy\"},\"image\":{\"@id\":\"https:\/\/thatwhitepaperguy.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/ThatWhitePaperGuy\/\",\"https:\/\/x.com\/WhitePaperGuy\",\"https:\/\/www.linkedin.com\/in\/thatwhitepaperguy\",\"https:\/\/www.pinterest.ca\/1whitepaper\/\",\"https:\/\/www.youtube.com\/c\/GordonGraham-ThatWhitePaperGuy\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/#\/schema\/person\/657ecb7a40f0e8f04458d0c78abeedfd\",\"name\":\"Gordon Graham\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/thatwhitepaperguy.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2018\/10\/Gordon-Graham-summer-2023-96x96.jpg\",\"contentUrl\":\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2018\/10\/Gordon-Graham-summer-2023-96x96.jpg\",\"caption\":\"Gordon Graham\"},\"description\":\"Worked on 320+ white papers for clients from Silicon Valley to Switzerland, on everything from choosing enterprise software to designing virtual worlds for kids, for clients from tiny startups to 3M, Google, and Verizon. Wrote White Papers for Dummies which earned 60+ 5-star ratings on Amazon. Won 16 awards from the Society for Technical Communication. Named AWAI 2019 Copywriter of the Year.\",\"url\":\"https:\/\/thatwhitepaperguy.com\/author\/gordon\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"When NOT to use a white paper - That White Paper Guy","description":"I believe white papers are the most powerful content a B2B company can produce. But there are situations where white papers may not be the best choice.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/","og_locale":"en_US","og_type":"article","og_title":"When NOT to use a white paper - That White Paper Guy","og_description":"I believe white papers are the most powerful content a B2B company can produce. But there are situations where white papers may not be the best choice.","og_url":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/","og_site_name":"That White Paper Guy","article_publisher":"https:\/\/www.facebook.com\/ThatWhitePaperGuy\/","article_published_time":"2015-05-06T15:30:01+00:00","article_modified_time":"2021-01-18T14:43:14+00:00","og_image":[{"width":288,"height":334,"url":"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg","type":"image\/jpeg"}],"author":"Gordon Graham","twitter_card":"summary_large_image","twitter_creator":"@WhitePaperGuy","twitter_site":"@WhitePaperGuy","twitter_misc":{"Written by":"Gordon Graham","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#article","isPartOf":{"@id":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/"},"author":{"name":"Gordon Graham","@id":"https:\/\/thatwhitepaperguy.com\/#\/schema\/person\/657ecb7a40f0e8f04458d0c78abeedfd"},"headline":"When NOT to use a white paper","datePublished":"2015-05-06T15:30:01+00:00","dateModified":"2021-01-18T14:43:14+00:00","mainEntityOfPage":{"@id":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/"},"wordCount":876,"commentCount":1,"publisher":{"@id":"https:\/\/thatwhitepaperguy.com\/#organization"},"image":{"@id":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#primaryimage"},"thumbnailUrl":"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg","keywords":["B2B marketing","B2B white papers","white paper copywriter","white paper management","white paper writer","white papers"],"articleSection":["Getting Started","White Paper Planning","White Paper Project Management","Writing B2B Content"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/","url":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/","name":"When NOT to use a white paper - That White Paper Guy","isPartOf":{"@id":"https:\/\/thatwhitepaperguy.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#primaryimage"},"image":{"@id":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#primaryimage"},"thumbnailUrl":"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg","datePublished":"2015-05-06T15:30:01+00:00","dateModified":"2021-01-18T14:43:14+00:00","description":"I believe white papers are the most powerful content a B2B company can produce. But there are situations where white papers may not be the best choice.","breadcrumb":{"@id":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#primaryimage","url":"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg","contentUrl":"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/05\/stop-sign-cropped.jpg","width":288,"height":334},{"@type":"BreadcrumbList","@id":"https:\/\/thatwhitepaperguy.com\/when-not-to-use-a-white-paper\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/thatwhitepaperguy.com\/"},{"@type":"ListItem","position":2,"name":"When NOT to use a white paper"}]},{"@type":"WebSite","@id":"https:\/\/thatwhitepaperguy.com\/#website","url":"https:\/\/thatwhitepaperguy.com\/","name":"That White Paper Guy","description":"That White Paper Guy is award-winning white paper writer Gordon Graham","publisher":{"@id":"https:\/\/thatwhitepaperguy.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/thatwhitepaperguy.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/thatwhitepaperguy.com\/#organization","name":"That White Paper Guy","url":"https:\/\/thatwhitepaperguy.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/thatwhitepaperguy.com\/#\/schema\/logo\/image\/","url":"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/04\/TWPG-new-logo.jpeg","contentUrl":"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/04\/TWPG-new-logo.jpeg","width":1280,"height":682,"caption":"That White Paper Guy"},"image":{"@id":"https:\/\/thatwhitepaperguy.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ThatWhitePaperGuy\/","https:\/\/x.com\/WhitePaperGuy","https:\/\/www.linkedin.com\/in\/thatwhitepaperguy","https:\/\/www.pinterest.ca\/1whitepaper\/","https:\/\/www.youtube.com\/c\/GordonGraham-ThatWhitePaperGuy"]},{"@type":"Person","@id":"https:\/\/thatwhitepaperguy.com\/#\/schema\/person\/657ecb7a40f0e8f04458d0c78abeedfd","name":"Gordon Graham","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/thatwhitepaperguy.com\/#\/schema\/person\/image\/","url":"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2018\/10\/Gordon-Graham-summer-2023-96x96.jpg","contentUrl":"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2018\/10\/Gordon-Graham-summer-2023-96x96.jpg","caption":"Gordon Graham"},"description":"Worked on 320+ white papers for clients from Silicon Valley to Switzerland, on everything from choosing enterprise software to designing virtual worlds for kids, for clients from tiny startups to 3M, Google, and Verizon. Wrote White Papers for Dummies which earned 60+ 5-star ratings on Amazon. Won 16 awards from the Society for Technical Communication. Named AWAI 2019 Copywriter of the Year.","url":"https:\/\/thatwhitepaperguy.com\/author\/gordon\/"}]}},"_links":{"self":[{"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/posts\/2549"}],"collection":[{"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/comments?post=2549"}],"version-history":[{"count":5,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/posts\/2549\/revisions"}],"predecessor-version":[{"id":11135,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/posts\/2549\/revisions\/11135"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/media\/6465"}],"wp:attachment":[{"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/media?parent=2549"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/categories?post=2549"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/tags?post=2549"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}