Think 'Education' When Choosing Topics for Articles and White Papers By Diane Autey Articles and white papers build credibility as a content expert, but many of my clients struggle to identify compelling topics. This article will explain the difference between articles and white papers, and then provide questions you can ask yourself to choose topics that will generate results for your business.
What are articles?
Articles are compositions that appear in magazines, newspapers, academic journals, on the Internet or in other types of publications. They offer breadth, depth, or explanatory background on an educational topic. Feature articles deal with human-interest topics.
How long are articles?
500 to 2,000 words (or 1 to 4 pages)
How are articles used?
Articles can be submitted to business journals, trade journals, or newspapers for reproduction in whole or in part. Editors may accept, reject, or modify submitted articles to suit their standards and audience. You can order reprints to use as handouts.
What are white papers?
White papers are compositions used to educate an audience on a particular point of view. The content expert communicates a position backed by credible, third-party sources. The author may reveal his or her expertise in the subject matter toward the end of the document in the event the reader is interested in more information or to contact the author to obtain a product or service.
How long are white papers?
1,000 to 2,500 words (or 2 to 7+ pages)
How are white papers used?
White papers can be printed and distributed to decision-makers, posted on a website, offered as background information, or submitted to industry trade journals for publication. They can act as a powerful door-opener to gain access to a corporation or executive.
In my work with clients I ask some standard questions to help them determine good topics for articles or white papers:
In what area(s) are you a content expert?
What is your primary customer seeking or in need of?
How can you help?
What examples do you have of customers or clients who have benefited from your products/services?
For white papers:
What opinions do you have about the importance of your product/service in the marketplace?
What third-party evidence is there to support your point of view?
How can your customers best utilize your products/services?
Why are you/your company uniquely qualified to provide these products/services?
An article illustrates an expert’s process
Kristin Ford of PC Training Source wanted to write an article about how to evaluate online learning, which she does routinely in her business. She wasn’t sure how to approach the topic. Through the interview we discovered five criteria Kristin uses to evaluate whether any course — whether online or instructor-led — will produce the performance-based outcomes that her clients desire. Then, Kristin selected a topic and we reviewed two courses using the five criteria — one that meets all the criteria she would recommend, and one that she would not, and why. The result is an article that educates the reader on the criteria used by a seasoned expert in her industry.
A white paper communicates a point of view
Bill Handschin, Ph.D., L.P., of Talent Management Consulting, wanted to demonstrate his expertise in talent assessment in technology industries. His white paper topic is “Mastering the Transition from Technician to Technical Manager” and his point of view is: using the right assessment, coaching and development strategies can increase the potential for success when a technical expert is promoted to a management position. We quoted a book that lists common attributes of scientists and engineers, and then Bill listed the skills needed to be successful as a manager (they’re totally opposite). Bill describes what needs to take place to identify, hire/promote, and train technicians to become effective managers of technical people. The white paper communicates Bill’s point of view backed by credible third-party sources.
The top three things to consider when selecting a compelling topic for an article or white paper are:
What are my primary customers’ needs or desires?
How does my product/service address these needs/desires?
Do I have examples to support the educational topic or point of view?
When you work with Projects Done Write, it’s best to have a potential topic in mind. Through a tape-recorded interview, I will ask probing questions that get at the heart of the message and convey it in a compelling and educational manner, targeted to your primary audience. Once complete, I will give you advice on ways to distribute the article or white paper to achieve your desired results.
Diane Autey is president of Projects Done Write, a professional writing firm that excels at telling a company’s story from one page to a book. We specialize in success stories, articles, white papers, and legacy books. Contact Diane at (612) 716-7642 or diane@projectsdonewrite.com.
Are you hitting your training bull’s-eye? Or, are you aiming at the broadside of the barn and wondering why your training is still missing the target? Find out how targeted training can help you meet your performance goals.
Some employers take a generic or broad approach to training. Instead of considering what an employee actually needs to know or learn to successfully perform their job requirements, they sit them down in front of a computer with a long list of training programs that are generic enough to apply to almost everyone in the company.
Putting all your employees through the same, vast span of training may seem like the easiest way to cover all your training bases, but in the end, it can be costly and ineffective. Let’s face the facts: the broader the audience, the less specific and detailed the training program can be. In order to cater to all levels of competency and job relevancy, the training becomes simplified and diluted to the point of being ineffective. In addition, putting employees through training they don’t need is a waste of time and money and frustrating to those forced to endure subjects that are not relevant to their position.
Training that is targeted, and based on the actual tasks performed and knowledge needed by the employee, is the most effective way of achieving a high level of job performance. To cultivate an effective, productive employee, you need a highly focused, individualized training plan. You must assess both the position and the employee in order to:
Determine the skills and knowledge necessary to perform the tasks required for the position;
Uncover the gaps where the employee lacks sufficient skills or knowledge.
During your assessment/gap analysis, be sure to consult with the employee, their direct manager/supervisor, their peers, etc. Sometimes, their opinions of what skills and knowledge is needed can be quite different. Keep in mind, developing a good understanding of what skills and knowledge an employee needs to perform the job they hold can be a lengthy process. Even though you perform a gap analysis, some gaps are only discovered over time.
The bottom line is that very few employees embody all the aptitudes required for the jobs they hold and therefore will need training to strengthen their skills. Training focused on specific, individual needs rather than generalized ideas is critical to the success of the employee and ultimately the company. Targeted training:
Saves time and money
Gets implemented and used more than generic training because it’s relevant
Is more effective at developing competent employees
Member Testimonial: Why I Love ASTD-TCC By Kristin Ford
I joined ASTD-TCC to help myself — and what a great idea it was! I am a vendor for the WLP community — representing multiple vendors for various products and services related to training. Specifically, what I do for my customers is solve their most pesky and difficult problems relating to training. In order to do this, the depth and breadth of my knowledge of the marketplace is critical. So, I was not really looking for prospects with problems — I was seeking knowledge and a network of expertise that I could call upon to solve training problems. Now, I have a network of people who “know” training. I have met so many experts in the industry that have helped me in countless ways — both directly and indirectly — and that have been invaluable resources to me. Through my ASTD-TCC contacts, I have directly obtained customers, vendor partners, and friendships that will last a lifetime.
Soon, I was getting so much out of my membership that it was time to give back. I am currently the co-chair of Professional Development on the ASTD-TCC Board of Directors. While my sincere intent is to give back — here too, I have found that I get more than I give. My role as co-chair has allowed me to serve alongside some of the most talented, smart, and selfless people in the industry. Because I truly wanted to bring the best of the best to programs, I have been able to have conversations and meet such experts as Bob Mosher, Thiagi, and Elliot Masie among many, many others. Further, my experience has included presenting at the Leaders Conference in Washington, D.C., which is definitively out of my comfort zone, but where we need to be in order to grow.
This has been one of the most valuable organizations to belong to — of all that I have experienced. Talk about a great network — I got it. You can have it for you, too. Come and join us.
After a great kick-off meeting on June 8, the Coaching SIG is ready for a new season of learning and networking — starting in September. Thanks to all who participated in the meeting and brainstormed great ideas for meeting topics, speakers, and even a book discussion. You can get all of the details by joining the ASTD-TCC Coaching SIG group on LinkedIn. Read and add your favorites to the list of topics, speakers, and books posted there. Also, watch for an announcement of our meeting schedule and location. The SIG is open to members of ASTD-TCC and the metro community who are interested in developing their organizational coaching skills and knowledge.
Julie Berg is co-chair of the Coaching SIG and president of HRD Consulting, a provider of leadership training services and coaching for professionals. Contact her at Julie@hrdconsultingmn.com.
Open Board Positions and Application Process By Tim Gustafson
Members interested in serving on the ASTD-TCC Board of Directors next year should submit a letter of intent and resume by July 31.
Open positions for 2010 are as follows:
President Elect — provides vision and direction to the Board and the Membership, and maintains chapter relations with Ewald Consulting and ASTD National Director of Finance — oversees financial matters for the chapter Director of Conference 2011 — assists 2010 Regional Conference Director and oversees 2011 Regional Conference Director of Professional Development — directs chapter meetings, including monthly chapter meeting, special interest groups, and ASTD-U Director of Corporate Connections — increases awareness of our chapter with corporate CLOs
The position descriptions are available for review here .
Following the receipt of letters of intent and resumes, the Nominating Committee will schedule interviews in August, and the slate of candidates will be presented to the current Board of Directors at its September board meeting, followed by general membership ratification in mid-September.
Benefits of serving on the Board
Although compensation is not offered, the benefits are tremendous. As a board member, you will:
Collaborate with professionals who share the same interests and values
Contribute to the improvement of the chapter
Build resume credibility
Effect change in an organization
Be recognized for your efforts
Give back to the community
Feel good by doing good
Learn new skills
Make an impact
Have fun!
The Board of Directors meets monthly and consists of 10 to 15 directors — all are required to be members of the chapter. Terms are two years in length, with the president track adding an additional year. The Board of Directors has all the powers and duties necessary or appropriate for the overall direction of ASTD-TCC.
In the years I have been involved with ASTD-TCC, the greatest member advantage has been serving on the chapter’s Board of Directors — collaborating with people of good will and successfully working towards a common purpose.
Kris Ahlquist
Judith Anderson
Carla Bergseth
Barbara Camm
Nicole Engravallo
Leann Glenna
Rodney Harris
Peter O'Keefe
Julie Smendzuik-O'Brien
Ellen Zebrun
Renewing Members
Skip Anderson
Dawn Baker
Andrea Bockley
Jane Comstock
Kaylea Cook
Claire Edmondson
Melodye Eisele
Richard Fedje
Mary Filo
Jean Fraser
Robin Frette
Staci Gilbert
Karen Hanson
Sheila Hines Edmondson
Linnea Holt
Jessica Johnshoy
Sarah Lindberg
Diane Madir
Jean Maher
Jean Martens
David Martin
Lisbeth McCarty
Brian McDermott
Richard Meiss
Erin O'Hara Meyer
Gary Miller
Mary Beth Onkka
Gay Radloff
Donna Simmons
Susan Snegosky
Valerie Stachour
Karen Steinhilber
Dennis Tkach
Stacey Tomes
Teri Wright
Judy Zitzloff
September Monthly Meeting: Please note this is a breakfast program - Register Today!
Spectrum Committee
Members
Sarah Brammer, Editor
Cheri Wittenberg
Andrea Winkelman
Kirsten Rewey
Lynae Steinhagen
Cheryl Carstens
Nicki Brunner, Layout
July Spectrum Contributors
Diane Autey Kristin Ford
Tim Gustafson
Sandy Staebell
What would you like to read?
If you have ideas for articles or information that could be shared in Spectrum, feel free to contact the 2009 editor, Sarah Brammer, at smbrammer@embarqmail.com.
Spectrum is a subscription-based email publication from the American Society for Training & Development's Twin Cities Chapter to its members. If you would prefer not to receive the newsletter anymore, click here to unsubscribe and enter "Unsubscribe" in the subject line of the email reply.
