From the course: Writing White Papers
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Incorporating outside materials
- Most businesses that have done marketing or research have a collection of materials that they've produced, sales sheets, case studies, research papers and what have you. These are all potentially rich sources for inclusion in your white paper but it's not as simple as dropping in a graphic or copying some text. As an example of why this is bad, take a look at this published white paper. Page two consists of only one sentence of original text accompanied by a copy and paste graphic from another organization's better produced report. The problems are myriad. Images like this one usually aren't searchable, so you'll lose any online visibility benefits you might have gotten which is one of the great side benefits of creating a white paper. The style may seem distractingly different. That draws attention to the fact that you just copied and pasted, lowering your credibility. After all, if that material came from someone else, wouldn't it make more sense for the reader to ignore you and…
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