Updating white papers can be a never-ending process, but that’s not a bad thing, because it ensures the messages you’re sharing with your audiences are up-to-date. When developing a brochure or a publication, most marketers start with some sort of objective and develop an outline covering the main points. They then create a series of … Read more
White paper drafts should always be reviewed carefully before the finished white paper is produced and distributed. It’s normal for the writer of the white paper draft to review it to make sure it says what they want it to convey, but it’s a good idea to have several other sets of eyes review white … Read more
What’s the right white paper length? It’s a question we hear frequently. While a brochure might contain a couple hundred words, white papers are generally between 1500 and 5000 words, which typically works out to 6 to 20 printed pages. In other words, there can be significant differences in white paper length, depending upon the … Read more
White paper case studies can be one of the most effective ways to promote your company and its products or services. In simple terms, a case study is a document that tells readers what you did for someone, how you did it, why you did it that way, and what the results were. White paper … Read more
You can communicate too much You and your team have worked for several weeks to develop your white paper detailing the improvements to your product line. When you turned it over to your graphic designer, she reported that your white paper would be at least 24 pages long — and probably even longer than that. … Read more
One of the most common purposes for white papers is to educate key audiences such as customers and prospects. But there’s another audience for which white papers are just as effective at educating. That audience is internal staff. White papers to educate internally Most people think of white papers as external marketing documents and they … Read more
There are several types of white papers companies may use as part of their marketing communications efforts. While the potential types of white papers are limited only by the creativity of those who develop them, most will fall into one of the following four categories. 1. Types of white papers for background information Some white … Read more
White papers are a powerful tool for marketing, communications, and education, but you may have wondered whether white papers are right for your organization. If you can answer “yes” to any of these five questions, it’s likely white papers can help you … and the more “yes” answers you provide, the more likely white papers … Read more
White paper titles may well be the most important component of your white paper, because it determines whether the audience you wish to reach will actually read it. We’re all increasingly busy these days, and we have little patience for the items competing for our time. When we glance at a social media feed or … Read more
White paper SMEs (subject matter experts) play an important role in developing white papers for marketing or educational purposes. That’s because white paper SMEs are the people who have the knowledge needed to develop the white paper. Rarely do white paper writers already have all the information they need on their own (and generally, that’s … Read more