A: When you’re clever enough to get leverage from the content in other formats and forums.
I was pleased to see that client Xiam Technologies was making excellent (re-)use of their white paper, “Make It Easy on Me – 3 Ways Operators Can Use Personalization To Give Customers What They Want On The Mobile Internet,” the [...]
Re-purposing content is part of the art of marketing. Have your marketing communications writer convert big-bite content into multiple smaller pieces and put them into different channels.
“We have a white paper, but it’s too long for this day and age.”
Of course, the engineer or executive who wrote the paper doesn’t think that, but you as [...]
When you hire a marketing communications writer, you should expect a description of her method. Ask for it, and be sure it makes sense to you.
You’re evaluating a marketing communications writer to do a white paper or a case study for you. “So, how do you do this?” you ask her. “What’s your writing process? [...]
I’ve described white paper projects that don’t go well due to problems in the process of writing. Even with a flawless paper, the project can falter due to problems in publishing the paper.
Let it die on the vine – There is always a bit more work you need to do once the authors, reviewers and [...]
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