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Karl Wright: journalist, editor, copywriter

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HP white paper marketing

16th May 2016 By Karl Wright

HP Defence white paper
We did this for an HP defence pitch in the US. The design studio got really excited and used lots of pictures of jets and tanks. We had to spoil their fun and point out that these were unlikely places to find a printer.

HP needed white papers on a range of subjects, including network security, regulatory compliance, network and device management, for its enterprise marketing programme.

These were used in two ways: in a standard online lead-generation role, and as bespoke sales collateral for salespeople to give to high-value corporate and public-sector leads as part of the sales process. Sometimes, we’d even create a bespoke white paper for a specific person, addressing that person’s questions or concerns in order to stop them being a barrier to purchase.

HP white paper

My role varied from project to project: sometimes copywriting, sometimes commissioning, editing and project managing. If
necessary, when we were writing about specialist subjects such as regulatory compliance, I would find and recruit a freelance writer with the relevant specialist expertise.

When Publicis hired me, this revenue stream did not exist. It began as three white papers on HP networking software. I turned them round in a day or two, and from that, grew enterprise content into a revenue stream worth hundreds of thousands of pounds a year to the agency.

Filed Under: Work Tagged With: enterprisemarketing

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