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