How to Write a White Paper Like a Journalist, Part 2: Take Your Content from Blah to Awesome

By Lee Price on January 22, 2013 / Strategy and Planning / Leave a comment

Have you read our new (awesomely meta) white paper, How to Write a White Paper Like a Journalist? Last week, we hashed out the first steps of writing a white paper like a pro: gathering great information.

Today we’re thinking about the final steps, or what we think of as taking your content from blah to awesome.

5. Develop a Workflow and Keep it Moving

Work like a journalist – learn how to multitask and keep moving forward.

Avoid analysis paralysis. Develop research shortcuts. Set and stick to deadlines.

6. Master the Art of Storytelling

Write your white paper as a compelling narrative. You’re shooting for vivid mental imagery and strong emotional resonance.

7. Edit and Proofread

If you can, hire a professional editor. If you can’t, learn to be your own best editor. Read your copy out loud, trim excess words, and pay attention to transitions – they’re the road signs of your story.

8. Create a Conversation

A great white paper gets people talking. Promote through social media and blog posts. Consider hosting a webinar or a Twitter chat.

Read the full white paper for our complete rundown of how to create a compelling white paper.

Now we want to hear from you. How do you define a successful white paper? What are tips you’ve learned, or questions you have about writing and promoting the perfect white paper? We’ll be sharing your ideas and answering your questions in a Reputation Capital webinar in February.