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’ve been writing white papers for B2B technology marketers for many years. It’s a variegated format, one that serves different purposes in the marketing process. That variety is both a strength and a weakness for marketers, however. It’s versatile, which is great.
At the same time, the size of the blank canvas can be intimidating. Without good planning and direction, the white paper can become a costly document that does not achieve its desired marketing objectives. To help my clients avoid this trap, I’ve developed a white paper discovery process that consists of five
questions. It pays to go through this discovery process before commencing the work itself. It’s not overly elaborate. Rather, these five questions comprise a simple concept and positioning exercise that sets the project on course for best results with the paper’s intended audience.