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Who Else Benefits from Reading Your White Papers?
By Steve Hoffman, President and CEO, Hoffman Marketing Communications, Inc.

Organizations typically target white papers to a defined external audience. However, organizations can also use white papers to educate and inform a broad array of secondary audiences.

Organizations typically target white papers to a defined external audience, such as business decision makers in a particular vertical, or technical decision makers that face a particular type of problem or need. However, organizations can also use white papers to educate and inform a broad array of secondary audiences. Even though the white papers are not primarily targeted to these additional groups, the papers remain an effective vehicle for conveying useful information to them.

Crafted properly, white papers synthesize information from internal subject matter experts, analyst information, research results, objective product/service information, and other useful knowledge into a single, well organized document. As a result, the white paper that emerges from this process can be the single best source of information about such topics as the following:
  • Business issues that the organization addresses
  • Ways the organization addresses these issues
  • Best practices for addressing these business issues
  • How the organization

    Steve Hoffman is President and CEO of Hoffman Marketing Communications ( www.hoffmanmarcom.com ), a firm that specializes in developing white papers for leading technology companies around the word. He can be reached at 408.778.5664 or by email at info@hoffmanmarcom.com

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