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
In the whitepaper I created for a medical equipment software client, I completed each of these steps. In order to write the whitepaper for inventory managers at clinics, I researched blog content, competitor products, and interviewed SMEs at the client company. After working with the design team to format the whitepaper, I wrote landing/thank you page copy.
As part of this product, I also wrote copy for LinkedIn ads to promote the whitepaper. The messaging focuses on solving the specific pain points of orthopedic practice managers.
If you would like to see the behind-the-scenes work that went into the final products, contact me and we can speak more about the whitepaper and promotion.
