Ten Tips to Keep White Paper Projects on Track

1. Gather approvals up front. Before beginning the white paper project

, secure all necessary permissions and signatures up front. Many writing firms prepare a work statement that explains the project scope and establishes deadlines for draft submissions and payment. Also, line up purchase orders and non-disclosure agreements (NDA), if required. Handling approvals before the kickoff call allows you to concentrate on the white paper, rather than on administrative details. 2. Invite project participants to kickoff call. Invite everyone involved in the white paper project to the kickoff meeting, including a marketing representative, technical contact, and the review team. The meeting provides an opportunity to establish participants roles and review the papers main points, scope, and purpose. During this call, introduce the writer and discuss expectations. 3. Designate a single contact person. Establish a single point of contact to coordinate the white paper review process. This person will act as a clearinghouse for all white paper drafts and can coordinate feedback for the writer. 4. Secure high level buy-in. To ensure cooperation amongst project participants, try to get a high level company executive to buy in on the white paper project. He or she can explain the projects importance, increasing the probability of success. This can be accomplished in-person at the kickoff meeting or by email. 5. Handle housekeeping up front. Before scheduling interviews and gathering content, address housekeeping details, such as payment details and terms. Also provide the writer with a list of key personnel and contact information, including subject matter experts and a financial liaison. 6. Synch schedules. During the kickoff meeting, ask project participants for ideal meeting times to avoid scheduling conflicts. 7. Create an outline. An outline ensures that project participants are on the same page regarding the target audience, objective, primary focus, tone, length, and the papers overall purpose. An outline provides a framework for the paper and keeps the project focused to meet stated objectives. 8. Establish review timelines. During the kickoff call, establish deadlines for document delivery. Set a tentative deadline for the outline and the first draft of the white paper. If the paper is needed by a certain dateperhaps for a product launch or trade showdiscuss this at the kickoff call. Also review travel schedules, vacation plans, or other time constraints to ensure timely review of drafts. 9. Address graphic needs up front. Discuss any required illustrations, drawings, or other graphics at the kickoff call. Involving an artist may require additional time, so its best to address what you will need early on to meet project deadlines. 10. Ensure thorough and timely review. Encourage all reviewers to thoroughly review the outline and identify necessary changes or additions to planned contentpreferably within two to three business days. Maintain a tight project schedule to ensure the content is fresh in your writers mind. Also, ask for delivery of an eight to 10-page paper within a week of outline approval. For subsequent drafts, a good rule of thumb is delivery within three to four business days. Next time, read an in-depth article that discusses why a white paper is one of the best lead generation tools available to todays business-to-business marketers.

Ten Tips to Keep White Paper Projects on Track

By: George Mathew

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