Frequently Asked Questions(FAQs)

What is a white paper?

A white paper is a fact-driven, topical report that focuses on sharing information with its target audience rather than directly pitching products or services. White papers are typically 8 to 12 pages in length (but can be as short as 4 pages or longer than 24 pages). Written from the perspective of an expert, a white paper covers its subject in sufficient depth to provide readers with an understanding of important issues and actionable insights into potential solutions.

What other types of content do you create?

In addition to white papers, we've created case studies, articles, blog entries, brochures, charts, fact sheets, press releases, proposals, research reports, sales guides, training materials, web pages and even presentations for our clients.

Is content reusable for other marketing purposes?

An advantage of well researched and written content is its ability to be used and reused in multiple forms. Combining content needs within a single project ensures consistency and integration and achieves additional economies of scale. For example, for one client we conducted a market research project whose findings produced content for a full white paper, an executive summary paper, a press release, email campaign and associated web landing page.

How are articles and white papers credited?

The most effective attribution depends on the objectives of the project and the intended use of the completed document. Most of our work appears under our client's byline and we often ghostwrite articles to be published by their executives. In other cases, having the white paper produced and bylined by an objective third-party organization is valuable from a credibility standpoint. Where appropriate, we have produced articles and reports for clients under our own byline.

How are copyrights handled?

Our clients own the copyright for content and research that they have funded within the project. If Clarity Consulting-owned content is included within a deliverable, clients are provided with non-exclusive use of that content.

Who handles production?

Unless otherwise requested, we supply the final versions of white papers and other deliverables in PDF format ready for electronic distribution. If physical copies or other formats are required, we can provide or arrange for production. Also, many of our clients have the capabilities and prefer to handle final design and production themselves to ensure consistency with branding and internal corporate standards.

What is the process?

Capitalizing on years of experience, we follow a formal process that focuses on understanding your objectives and producing detailed outlines and other interim deliverables for review before creating the final content. By ensuring alignment throughout the effort, this approach minimizes time, cost and surprises. As a result, our clients rarely have more than very minor changes in document drafts.

How much does a white paper cost?

While a common and important question, white paper (and other content) costs are too variable to easily answer without knowing the scope of the project. Critical parameters include size and format of the deliverable, research requirements, production requirements, internal marketing review and approval requirements and bylining. Contact us with the details of your project and we will be pleased to provide you with a cost estimate. Unless otherwise requested, we fix price our content production services, protecting your budget from overruns and other unexpected costs.