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Mary Ellen
Slayter
Tom
Mangan
Managing editor, Reputation Capital Former editor at Washington Post and SmartBrief
Extensive newspaper editing experience Professional editor/content marketer at Verb Nerd Industries
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Michelle
Rafter
Jennifer
McNally
Business editor, reporter and blogger Work has appeared on Inc.com, Portfolio.com, Reuters and many more
Vice president, content marketing, at SmartBrief
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• Understand Your Audience• Understand the Industry and its Issues• Leverage Outside Expertise• Verify Your Information• Develop a Workflow• Master the Art of Storytelling• Edit & Proofread• Create a Conversation
8 Steps to Writing a White Paper Like a Journalist
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Today, We’ll Focus on These 3 Ideas:
• Understand Your Audience• Understand the Industry and its Issues• Leverage Outside Expertise• Verify Your Information• Develop a Workflow• Master the Art of Storytelling• Edit & Proofread• Create a Conversation
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Leverage Outside Expertise – Who to Call
• Start with your current contacts.
• Look beyond your current network. Social media makes this easier than ever before.
• Reach out to trade associations and industry groups.
• Review trade journals.
• Don’t be afraid to ask!
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• Do your homework on the person’s background.
• Prepare questions in advance – and share them.
• Ask before you record -- this is a matter of law in most states.
• Confirm job titles and spellings of names.
• Quote and paraphrase carefully, and ask for clarification if you need it.
Leverage Outside Expertise – Interview Basics
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Master the Art of Storytelling – Writing Basics
• Outline an engaging introduction, a body with plot, and a conclusion that moves the reader forward.
• Highlight the odd, the fascinating, the amazing.
• Strive for economy of language.
• Use active voice.
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• Repurpose excerpts into blog posts. Link to landing page for the full paper.
• Adapt the material to other channels, such as interactive webinars.
• Build buzz with social media. Coordinate with your expert sources to amplify reach.
Create a Conversation
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Common White Paper Mistakes & How to Fix Them
Mistake: Tone is too sales-y. Our Fix: Save the hard pitch for later.
Resist the urge to directly sell to the reader in the text of the white paper.
Mistake: No strategy. Our Fix: Before you start writing your
white paper, make sure you understand WHY you’re doing it. Is your primary goal lead-gen? Or branding? Where does it fit in your overall marketing strategy?
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Your Questions
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