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A white paper can be authored by a variety of people, depending on the purpose. A thought-leadership piece is often written by a person outside of the company, since this gives it more credibility. A technical piece may be written by someone in product marketing. If someone in product management writes a piece, it should always be at least reviewed by someone in product or corporate marketing. There are two reasons for this. First, often times product management writers can get too technical, in particular because they are so enmeshed in the product. Second, the marketing team must read the piece to assure that the same messaging is being used across all collateral.
|Sheri Ann Richerson|