As a content marketer at 97th Floor, I'm responsible for creating whitepapers for my clients. My involvement can include any combination of the following tasks:
- Researching the topic and writing the copy
- Performing a substantive edit
- Completing a copyedit
- Adding formatting notes with call outs for the design team
- Proofreading the designed whitepaper
- Making revisions after client review
- Writing landing page and thank you page copy
- Creating copy for social media ads that promote the whitepaper
- Reporting on whitepaper and paid ads KPIs
When writing or editing a whitepaper, the most important think I keep in mind is the audience and their level of expertise. This whitepaper was written by my client who specializes in deep learning systems and was created for machine learning experts. The first step I took was to perform a substantive edit to make sure we were speaking to those subject matter experts. I also focused heavily on structure and flow, making sure headings, introductions, and conclusions were strong. I added notes for the design team, reviewed the designed whitepaper, and created landing/thank you page copy.
If you would like to see the behind-the-scenes approach and the final products, contact me and we can speak more about this BERT whitepaper.
