WHITE PAPERSDEMONSTRATING YOUR EXPERTISE
WHAT IS A WHITE PAPER?
Technical document that solves a problem for an audience
Specific, quality information
Reader-friendly design
Thorough treatment of issue
Intended to be educational
WHITE PAPER JOBS
Show you understand the reader’s conundrum
Adequately address it
Clear
Specific
Comprehensive
Convince the reader of your worth through the quality of your work
WHITEPAPER STYLE
Tone is serious
Appearance matters
Professional
Uses graphics/tables/charts well
Visually harmonious with other communication
Content is neutral and well-supported
FIGURE OUT PURPOSE
Write goalsOnes 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 audienceWho they are
What they want
What they need
FIGURE OUT PROCESS
What kinds 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
FINDING INFORMATION
PrepareBrainstorm with someone – what do readers want to
know
Background research
Subject matter expertsInterviews preferable
Writings possible (keep references for citation)
Other competitionWhat are they covering that you must include
What aren’t they covering that you should include
EVALUATING INFORMATION
Consider each block 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
RELATIONSHIP EXAMPLES
Purpose Information Presentation Distribution
Information gathered
Available sources
Communicator needsReader needs
INFORMATION ARCHITECTURE
Create an outline 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
DESIGNPlan the overall look 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
WRITEBudget all major sections
Complete and edit major sections
Consistent tone
Logical flow through information
Transitions
Fact check
Check for grammar/style
ASSESSMENT
Reviews by:• Prospective audience• 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
PROMOTION
Reach your own audience• 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
RESOURCES
Tips on writing in 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