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Writing successful white papers
The document outlines the essential components and best practices for creating effective white papers, highlighting their purpose as informative technical documents that address specific audience problems. It emphasizes the importance of understanding the audience, conducting thorough research, and using a professional design that incorporates visuals to enhance communication. Additionally, the document covers the processes of planning, writing, editing, and promoting white papers to ensure they meet their intended goals and effectively engage the target audience.
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Writing successful white papers
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- 2. WHAT IS AWHITE PAPER? Technical document that solves a problem for an audience Specific, quality information Reader-friendly design Thorough treatment of issue Intended to be educational
- 3. WHITE PAPER JOBS Showyou understand the reader’s conundrum Adequately address it Clear Specific Comprehensive Convince the reader of your worth through the quality of your work
- 4. WHITEPAPER STYLE Tone isserious Appearance matters Professional Uses graphics/tables/charts well Visually harmonious with other communication Content is neutral and well-supported
- 5. FIGURE OUT PURPOSE Writegoals Ones that you say in the paper, like “Teach you about Pinterest for business” Ones that you don’t, like “Have you hire me to write a Pinterest plan for you” Figure out your audience Who they are What they want What they need
- 6. FIGURE OUT PROCESS Whatkinds of sources are appropriate • Interviews • Existing written sources • Videos/infographics/etc How long each phase will take • Information – longer to watch a long video than to look at an infographic • Organizing – What is logical flow • Layout – where will you use text v. graphics, style guide • Producing • Reviewing
- 7. FINDING INFORMATION Prepare Brainstorm withsomeone – what do readers want to know Background research Subject matter experts Interviews preferable Writings possible (keep references for citation) Other competition What are they covering that you must include What aren’t they covering that you should include
- 8. EVALUATING INFORMATION Consider eachblock of information for • Use in satisfying audience needs • Use in meeting your goals Relationships between chunks of information • Consider a diagram to show how major chunks relate
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- 10. INFORMATION ARCHITECTURE Create anoutline of major and minor points Determine which points should be text and which should be visual Order your major topics for logical flow Tell the story of the white paper to a friend to sanity check
- 11. DESIGN Plan the overalllook and feel (type, color, # columns, sidebars/pull quotes, etc.) Create the visual elements to harmonize Decide on page size If electronic delivery and print, 8 ½ x 11 If just print, smaller works well If just electronic, horizontal orientation works well Layout pages, with attention to detail Cover and title page
- 12. WRITE Budget all majorsections Complete and edit major sections Consistent tone Logical flow through information Transitions Fact check Check for grammar/style
- 13. ASSESSMENT Reviews by: • Prospectiveaudience • Neutral party with knowledge (someone who can check you, but hasn’t been involved in the project) • Client, if appropriate Revisions as needed prior to final production
- 14. PROMOTION Reach your ownaudience • Social media contact • Cross market in other efforts like e-mail campaigns, on your web site, in advertising Reach people who influence your audience • Direct outreach • Social media contact
- 15. RESOURCES Tips on writingin general http://bit.ly/174gcU7 Presentation from iMedia’s own Cait V. Smith with strong audience focus: http://slidesha.re/1hnPC0w A lengthy, but very good, detailed guide to white papers http://bit.ly/1mm1ane
Editor's Notes
- #5 Pull marketing