If you’ve ever written or edited academic papers, you know exactly what I mean. Having likely come from the field of academia, technical writers often write in jargon and paragraphs that never seem to end, usually riddled with passive-voice verbs. Whether it’s including bullet points, shortening paragraphs, or breaking up long chunks of text with visuals and interactive components, your marketing team can be an invaluable asset to your technical writing team. Their advice can help your technical writers make the material more readable. Keep your marketing writers involved throughout the white paper creation process. With their grasp of persuasive language and storyline arcs, they can stay within the traditional parameters of a white paper (third-person voice and a mostly objective tone), yet drive the narrative toward a decision to engage. Instead of only assigning technical writers to the task, involve content marketing writers in the planning and creation processes. In contrast to instruction manuals and ingredients descriptions, a white paper’s ultimate purpose is to move prospects further along in the sales funnel. Bring Content Writers into the Planning Process for White PapersĪlthough white papers are primarily informational and extremely detailed, there is an element of persuasion involved. With a content marketing platform on which they can communicate in real-time, they can create blog posts that provide the technical details your prospects’ decision-makers need to decide to do business with your brand. That collaboration can expand your marketing staff’s technical knowledge, too, making them more effective in creating convincing copy. Instead of convincing a panel of academics, though, they need to learn that it’s the company’s prospects who they need to convert. Pairing them with a marketing writer can revive that persuasive angle in their writing. They might be rusty, but they likely had to write a thesis paper or dissertation during their university days. It’s not that most technical writers have never written a persuasive paper. We advise you to take full advantage of content collaboration to expand the range of both your marketing and technical writing staff. Pair Technical Writers with Marketing Writers for Long-Form Blog Posts For that reason, blog posts have evolved from the last decade’s 400-word fluff pieces into 1,500 to 2,500-plus-word deep dives. Today’s skeptical audiences demand that a business they deal with has a complete command of its work. Their expertise lends itself to long-form content. It might take a little work on your part, but if you encourage your technical writers to expand their horizons, they can put out both blog posts and white papers that position your company as a thought leader in its field. Broaden Your Marketing and Technical Writers’ HorizonsĮffective content planning takes advantage of the full range of everyone’s talents. Content marketing requires writers to frame their work to convince and convert their target audience. What they might lack, though, is the knack of persuasion. By the time they finish a white paper, their research broadens their knowledge of the topic. Expert technical writers do extensive research to write them. White papers require a depth of expertise in the subject matter they cover. But they wouldn’t be in the position they’re in without a wealth of knowledge about what your company does. Technical writers might not be engineers, developers, doctors, or chemists. Technical Writers Have a Broad Range of Subject Matter Expertise Our answer is a resounding “yes.” Here’s why. blog post debate needs to be had? Should they expand their range to include blog writing on a regular basis? But what about blog posts? Are there certain situations where the white paper vs. White papers, certainly, would be in most technical writers’ job description. Their world is one of logic, detailed descriptions, and emotionally detached accounts of how your products work. Your company’s technical writers dwell in a different universe than your content marketing team.
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