Comments on: How to Refresh an Old White Paper http://www.whitepapersource.com/writing/how-to-refresh-an-old-white-paper/ The source for writing and marketing white papers Wed, 23 May 2012 04:37:58 +0000 http://wordpress.org/?v=2.3.2 By: Gordon Graham http://www.whitepapersource.com/writing/how-to-refresh-an-old-white-paper/#comment-7927 Gordon Graham Sat, 14 Mar 2009 18:11:55 +0000 http://www.whitepapersource.com/writing/how-to-refresh-an-old-white-paper/#comment-7927 Excellent suggestions, Janice. These really round out this article and make it more complete. My original piece assumes that the white paper is still effective, and does not need a major update... but of course the only way to tell that it to re-read it carefully. Perhaps a distinction could be made between "refreshing" a white paper and "revising/ updating" one. Doing more research and adding more content goes beyond what I mean by a simple annual "refresh." I can see a "refresh" being done by a marketing assistant who does not necessarily have the skills to generate fresh content. An "update" would likely require a skilled writer. Excellent suggestions, Janice. These really round out this article and make it more complete. My original piece assumes that the white paper is still effective, and does not need a major update… but of course the only way to tell that it to re-read it carefully.

Perhaps a distinction could be made between “refreshing” a white paper and “revising/ updating” one. Doing more research and adding more content goes beyond what I mean by a simple annual “refresh.”

I can see a “refresh” being done by a marketing assistant who does not necessarily have the skills to generate fresh content. An “update” would likely require a skilled writer.

]]> By: Janice King http://www.whitepapersource.com/writing/how-to-refresh-an-old-white-paper/#comment-7731 Janice King Tue, 10 Mar 2009 17:37:27 +0000 http://www.whitepapersource.com/writing/how-to-refresh-an-old-white-paper/#comment-7731 Your tips provide a good checklist for the final stage in a white paper refresh. It would be nice if updating white papers were this simple, but it never is -- and it shouldn't be. The first step in a refresh should be to read all of the content and make sure that it is still accurate, current, and reflective of the company's messaging and product information. The challenges section also may change significantly based on current industry or competitive conditions. New content may be available to add greater depth or credibility to the white paper. And finally, verify that it makes sense to continue publishing this white paper as opposed to producing a different one or even similar content in a different form, such as a podcast. Janice King, Author Copywriting That Sells High Tech Your tips provide a good checklist for the final stage in a white paper refresh. It would be nice if updating white papers were this simple, but it never is — and it shouldn’t be.

The first step in a refresh should be to read all of the content and make sure that it is still accurate, current, and reflective of the company’s messaging and product information. The challenges section also may change significantly based on current industry or competitive conditions. New content may be available to add greater depth or credibility to the white paper.

And finally, verify that it makes sense to continue publishing this white paper as opposed to producing a different one or even similar content in a different form, such as a podcast.

Janice King, Author
Copywriting That Sells High Tech

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