White Papers From Cooper Research Associates
Cooper Research Associates works with you to write and
publish white papers that:
The best white papers are jargon-free reports on the key trends
that are driving demand for technological offerings. These
projects address critical questions about how new technologies
-- and technology-enabled strategies -- affect a user community
or industry segment.
The most important success factor associated with producing
effective white papers revolves around keeping the target
audience clearly in mind throughout the editorial process. To
that end, we take our clients through the following process to
ensure a measurably positive outcome.
The CRA Process
#1 Market-Driven Topics:
All too often, high-tech organizations will develop company-
centric "key messages" to inject into the marketplace that are
driven by the capabilities, features and benefits of the
technology provider. We focus on the market. The first step in
any engagement is to identify issues that are driving demand for
our clients' offerings and then create editorial topics that
advance the marketing mission.
#2 Audience Analysis:
Most strategic technology buying decisions in the public and
private sector are now made by an interdisciplinary acquisition
committee. The second step in our process is to understand the
diverse nature of the actual audiences so that we can develop
an editorial action plan that will resonate with the key decision-
makers.
#3 Mission Mindshare:
The main objective of a white paper is to elevate the profile and
stature of our clients in the minds of their target markets. The
third step, therefore, is to identify information gaps that may
derail a positive buying decision. By filling these information
gaps, we can position our clients as "thought leaders" in a field
that matters to the readers.
#4 Multiple Sources:
The biggest difference between successful and unsuccessful
consultative content initiatives is how well a document is
sourced. The fourth step in the process is to identify solid
sources inside and outside of the company so that the final
editorial project is seen by the target audience as containing
credible and authoritative insights.
#5 Compelling Questions:
The written page -- whether it is in a white paper, case study,
article or a book -- is nothing more than the declarative answers
to questions. The fifth step in the process is to make sure that
we effectively use our sources to address important industry
questions that are actually on the minds of readers so that we
can set the terms of discussion for product and/or service
evaluations.
#6 Project Management Accountability:
Most consultative content initiatives take forever to complete.
We have developed a project management paradigm that allows
us to complete in-depth projects in two-to-three weeks. Shorter
projects can be completed in much less time.
Cooper Research Associates works with you to write and
publish white papers that:
- Engage with your prospects as they research the
strategic, operational, financial and technical issues that
will define their solution requirements.
- Position you as thought leaders on the issues that are
driving demand for solutions.
- Generate high-quality leads as prospects register to
download the business technology reports we produce for
you.
The best white papers are jargon-free reports on the key trends
that are driving demand for technological offerings. These
projects address critical questions about how new technologies
-- and technology-enabled strategies -- affect a user community
or industry segment.
The most important success factor associated with producing
effective white papers revolves around keeping the target
audience clearly in mind throughout the editorial process. To
that end, we take our clients through the following process to
ensure a measurably positive outcome.
The CRA Process
#1 Market-Driven Topics:
All too often, high-tech organizations will develop company-
centric "key messages" to inject into the marketplace that are
driven by the capabilities, features and benefits of the
technology provider. We focus on the market. The first step in
any engagement is to identify issues that are driving demand for
our clients' offerings and then create editorial topics that
advance the marketing mission.
#2 Audience Analysis:
Most strategic technology buying decisions in the public and
private sector are now made by an interdisciplinary acquisition
committee. The second step in our process is to understand the
diverse nature of the actual audiences so that we can develop
an editorial action plan that will resonate with the key decision-
makers.
#3 Mission Mindshare:
The main objective of a white paper is to elevate the profile and
stature of our clients in the minds of their target markets. The
third step, therefore, is to identify information gaps that may
derail a positive buying decision. By filling these information
gaps, we can position our clients as "thought leaders" in a field
that matters to the readers.
#4 Multiple Sources:
The biggest difference between successful and unsuccessful
consultative content initiatives is how well a document is
sourced. The fourth step in the process is to identify solid
sources inside and outside of the company so that the final
editorial project is seen by the target audience as containing
credible and authoritative insights.
#5 Compelling Questions:
The written page -- whether it is in a white paper, case study,
article or a book -- is nothing more than the declarative answers
to questions. The fifth step in the process is to make sure that
we effectively use our sources to address important industry
questions that are actually on the minds of readers so that we
can set the terms of discussion for product and/or service
evaluations.
#6 Project Management Accountability:
Most consultative content initiatives take forever to complete.
We have developed a project management paradigm that allows
us to complete in-depth projects in two-to-three weeks. Shorter
projects can be completed in much less time.
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Cooper Research Associates
Lane F. Cooper
Principal Director
SF: 415.646.6592
DC: 202.747.7562
Principal Director
SF: 415.646.6592
DC: 202.747.7562
| What do White Papers Cost? Brief projects (3-4 pages) = $2,500.00 Mid-sized projects (5-7 pages) = $3,000.00 * Larger projects (8-10 pages) = $4,000.00 Lead generation Typically = $30-$40/qualified registrant Samples Available Upon Request * White papers longer than ten pages are not recommended. |