Whitepapers and Position Papers

The Problem:

Companies need a range of technically-oriented materials to support marketing and sales.  The most difficult materials to write, yet the most useful, are focused whitepapers that describe how the company’s technology addresses real customer problems and provides real value.  Without this information, whitepapers tend to be high-level market-ectures, or lists of features and standards without a connection to solution and value.

Companies need to effectively communicate their positions on various topics that define the market place.  The “all things to all customers” approach is known to fail.  Position papers are tricky because they need to be clear without being inflammatory, and need to be aligned with the customer’s technology without projecting a “one size fits all” view of the technology.

Weak or non-existent whitepapers and position papers are a huge turn-off to developers and would-be customers that are trying to evaluate technology.  Good whitepapers and position papers help define a presence, lead to developer and customer interest, and can be the basis for marketing and sales tools, such as webinars, scenario-based sales demos, developer forums, and technology evangelism.

The Panoscopix Solution:

Panoscopix can provide this service off-site, with expert consultants that have years of experience building and deploying real solutions, and writing clear, high-impact, goal-oriented papers.  Whether the need is a single paper, or an overall strategy and set of papers, Panoscopix has the experience to deliver.

A brief review of current papers leads to a “gap analysis”, and also allows the current paper style and format to be used.  If an overall strategy is being developed, content points are identified and prioritized.  The usage of the paper – general public, managed access, internally only – is also determined, as this has direct bearing on the content and tone.

Deliverables:

This service provides the following deliverables:

• Gap analysis of current whitepapers and position papers.
• Overall strategy, if needed.
• One or more papers, based on the above needs and priorities.
• Paper authoring cycle that includes identifying main points, tie ins to other papers, text and graphics generation, and a review by customer’s marketing, sales, and technical peers