White Papers


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White Papers

  1. 1. White Papers Bigger and longer isn’t always better
  2. 2. <ul><li>What are white papers? </li></ul><ul><li>How to research white paper </li></ul><ul><li>How outline a white paper </li></ul><ul><li>How to write a white paper </li></ul><ul><li>Recommendations </li></ul>What we’ll be talking about
  3. 3. <ul><li>Pages or articles that can be distributed in print or through online sources </li></ul><ul><li>Used to inform the public about products, services or technologies and potentially convince them of something </li></ul><ul><li>Requires research and planning in order to be successful </li></ul><ul><li>The topic depends heavily on your marketing goals </li></ul>What is a white paper?
  4. 4. Effective white papers <ul><li>In order for a white paper to be successful you must meet the following characteristics. </li></ul><ul><ul><li>Know the type of paper you audience will best respond to </li></ul></ul><ul><ul><li>Know the expected time frame in which it must be produced </li></ul></ul><ul><ul><li>Know what particular message needs to come across </li></ul></ul>
  5. 5. Research <ul><li>A white paper always starts with research </li></ul><ul><li>Includes internal and external sources so that the writer can not only become familiar with the topic but also have key data points to include </li></ul><ul><li>It’s important to know the outside sources that you use in your paper because ultimately they will determine your credibility </li></ul>
  6. 6. Research continued <ul><li>The writer should interview experts and review other sources of expertise on the topic </li></ul><ul><li>Examples include: professional associations, niche websites and expert blogs </li></ul>
  7. 7. Outline <ul><li>The second step is to outline your white paper </li></ul><ul><li>The outline should be open-ended and flexible as it is likely to change </li></ul><ul><li>From the outline an overview or executive summary must be compiled that includes the primary points of the paper </li></ul>
  8. 8. Outline continued <ul><li>The overview is short and typically includes the raw data that was collected </li></ul><ul><li>After compiling the executive summary you can look and see if further research needs to be done </li></ul>
  9. 9. Writing a white paper <ul><li>White papers don’t typically follow traditional formats: introduction, body and conclusion </li></ul><ul><li>The arrangement of the white paper depends on the style, tone and subject </li></ul><ul><ul><li>Usually include a boilerplate at the end </li></ul></ul><ul><li>It is accepted and recommended to use bullets and callout boxes in a white paper because they emphasize important information and increase readability </li></ul>
  10. 10. Writing a white paper continued <ul><li>Length should be determined by the topic but anywhere between 3 to 10 pages is common </li></ul><ul><li>Longer is not necessarily better, as the paper should be readable and get the points across quickly </li></ul><ul><li>The final product will be disseminated in the manner that the company typically uses </li></ul>
  11. 11. Writing a white paper continued <ul><li>This generally includes an email that leads to a landing page where the paper can be downloaded </li></ul><ul><li>Remember that the white paper should follow company formatting standards </li></ul><ul><li>You should indicate your privacy policy regarding original content and its distribution </li></ul><ul><li>The white paper should be an easily accessible format such as PDF </li></ul>
  12. 12. Recommendations <ul><li>Allow for extra time during the process to collect more data or make changes to the paper </li></ul><ul><li>This also allows for a longer review time </li></ul><ul><li>Always make sure to highlight the message that is central to the paper </li></ul>
  13. 13. Recommendations continued <ul><li>It’s more important to convey the point than overly elaborate </li></ul><ul><li>Don’t include information that is not relevant to the subject </li></ul><ul><li>Get as many people to review the white paper before publishing as possible </li></ul>
  14. 14. Call to action <ul><li>Full report - http ://crunk.starrtincup.com/whitepapers </li></ul><ul><li>William Tincup </li></ul><ul><li>W: www.starrtincup.com </li></ul><ul><li>E: [email_address] </li></ul><ul><li>P: 817-204-0400 </li></ul>