White Papers

Introducing a new ASTD-TCC member benefit...

MEMBERS-ONLY

We welcome your contributions to the field of training and development.

Author Guidelines:

  • An ASTD-TCC white paper must provide a substantial overview of a learning practice, perspective, concept, experience or project that would benefit other professionals in the field.
  • It is not primarily a marketing piece for the member and should be free of product or company endorsements.
  • Claims of results or benefits should be supported with data or factual evidence.
  • Opinions of the author or sources should be quoted as such, and not presented as facts.
  • All sources must be credited.
  • All work must be original and created specifically for the for ASTD-TCC white paper program. Previously published works must be edited or modified substantially to qualify as an ASTD-TCC white paper. Original Spectrum articles can quality as white papers if they meet the quality guidelines.
  • Plagiarism, in whole or part, is not acceptable.
  • By submitting a white paper, you as the author are certifying that the work is original and that all applicable copyright laws have been followed. ASTD-TCC does not take responsibility for content, intent or legality.
  • ASTD-TCC reserves the right to edit or refuse white papers that do not fall within these guidelines.

Submission Process:

  • Please submit all white papers in Word format to Jane Neumiller-Bustad at jnbustad@gmail.com. ASTD-TCC will work with the author to edit and prepare the white paper for publishing.
  • All white papers will be published using the ASTD-TCC white paper template, and hosted in the “members-only” section of the website. In addition, all white paper authors will receive a PDF copy of the published paper on the ASTD-TCC template, which may be used on their web sites or as part of a marketing kit.
  • ASTD-TCC members may submit up to one white paper per quarter for publishing, for a total of four per membership year.
  • ASTD-TCC reserves the right to use member white papers to publicize the chapter. Doing so means that a member white paper may be found outside of the member's only section of the website.

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?

Check out the newest
ASTD-TCC White Paper:

Persuasive Writing Secrets for Business
By Diane Autey

Most people speak effortlessly about their favorite topics. Facts, figures, quotes and examples come easily to mind. But when they are called upon to write about their favorite topics, they often overdo it. With volumes of information in their heads their problem isn’t writer’s block, it’s writer’s control. The other tendency is to tell the story from their own perspective—after all, they're the experts. They forget that their audience is not as enthralled with their favorite topics as they are.

When writing for business it is important to educate and engage your audience to increase the likelihood that the entire message is received. Your objective is to sell your products, services and ideas. This requires simplifying your messages, writing clearly and concisely, and using language that persuades. Many content experts struggle with persuasive writing. What they do is so intuitive that they disregard or simply forget key components.

>> READ FULL ARTICLE
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