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White Papers and Monographs
At BizTechReports.Com, we define White Papers as
comprehensive, multi-sourced reports on the market trends
driving demand for technological offerings. They typically
explore the strategic, operational, technical and financial
imperatives associated with how new technologies affect a
target environment.
Monographs, by contrast, are shorter single issue reports on
specific demand factors or trends. Our monographs are often
jointly authored by our analysts and our client's subject matter
experts (SMEs).
Good white papers and monographs are consultative content
initiatives that simultaneously educate the market while
advancing a company's marketing agenda. To that end, we
execute the following process to ensure that our projects:
The Process
#1 Market-Driven Topics:
All too often, high-tech organizations will develop company-
centric "key messages" to inject into the marketplace that are
driven by the capabilities, features and benefits of the
technology provider. We focus on the market. The first step in
any engagement is to identify issues that are driving
demand for our clients' offerings and then create editorial
topics that advance the marketing mission.
#2 Audience Analysis:
Most strategic technology buying decisions in the public and
private sector are made through an interdisciplinary acquisition
committee. The second step in our process is to understand
the diverse nature of the actual audience.
#3 Mission Mindshare:
The main objective of engagements is to elevate the profile and
stature of our clients in their target markets. The third step of
a typical project is to identify information gaps that may
derail a positive buying decision. Then we can position our
clients as "thought leaders" by filling in these gaps.
#4 Multiple Sources:
The biggest difference between successful and unsuccessful
consultative content initiatives is how well a document is
sourced. The fourth step in the process is to identify sources
inside and outside of the company so that the final editorial
project is seen by the target audience as containing credible,
authoritative and objective insights.
#5 Compelling Questions:
The written page is nothing more than the declarative answers
to questions. The fifth step in the process is to make sure that
we effectively use our sources to address important industry
issues so that we can set the terms of discussion for product
and/or service evaluations.
#6 Project Management Accountability:
Most consultative content initiatives take forever to complete.
We have developed a project management paradigm that allows
us to complete in-depth projects in four to six weeks. Shorter
projects can be completed in much less time.
At BizTechReports.Com, we define White Papers as
comprehensive, multi-sourced reports on the market trends
driving demand for technological offerings. They typically
explore the strategic, operational, technical and financial
imperatives associated with how new technologies affect a
target environment.
Monographs, by contrast, are shorter single issue reports on
specific demand factors or trends. Our monographs are often
jointly authored by our analysts and our client's subject matter
experts (SMEs).
Good white papers and monographs are consultative content
initiatives that simultaneously educate the market while
advancing a company's marketing agenda. To that end, we
execute the following process to ensure that our projects:
- Contribute to the audience's body of knowledge
- Establish our sponsors as thought leaders
- Generate and capture demand through registration
The Process
#1 Market-Driven Topics:
All too often, high-tech organizations will develop company-
centric "key messages" to inject into the marketplace that are
driven by the capabilities, features and benefits of the
technology provider. We focus on the market. The first step in
any engagement is to identify issues that are driving
demand for our clients' offerings and then create editorial
topics that advance the marketing mission.
#2 Audience Analysis:
Most strategic technology buying decisions in the public and
private sector are made through an interdisciplinary acquisition
committee. The second step in our process is to understand
the diverse nature of the actual audience.
#3 Mission Mindshare:
The main objective of engagements is to elevate the profile and
stature of our clients in their target markets. The third step of
a typical project is to identify information gaps that may
derail a positive buying decision. Then we can position our
clients as "thought leaders" by filling in these gaps.
#4 Multiple Sources:
The biggest difference between successful and unsuccessful
consultative content initiatives is how well a document is
sourced. The fourth step in the process is to identify sources
inside and outside of the company so that the final editorial
project is seen by the target audience as containing credible,
authoritative and objective insights.
#5 Compelling Questions:
The written page is nothing more than the declarative answers
to questions. The fifth step in the process is to make sure that
we effectively use our sources to address important industry
issues so that we can set the terms of discussion for product
and/or service evaluations.
#6 Project Management Accountability:
Most consultative content initiatives take forever to complete.
We have developed a project management paradigm that allows
us to complete in-depth projects in four to six weeks. Shorter
projects can be completed in much less time.
BizTechReports.Com
| BizTechReports.Com Lane F. Cooper Editorial Director Tel: 415 646 6592 lcooper@biztechreports.com |