Thought Leadership & White Papers
From first idea to final word, and beyond.
Great thought leadership starts with an idea. However, turning that idea into something people want to read takes more than good writing. It takes research, a strong storytelling instinct and the ability to find a compelling narrative, even in the most complex subject matter.
No two thought leadership projects are the same. Some businesses have a wealth of expertise but aren’t sure which stories to tell. Others have the strategy and research in place but need an experienced white paper writer to bring everything together.
My services cover six key areas. You can engage me for one stage, several stages or the entire process.
All prices are indicative and exclude GST. Final fees depend on the scope, complexity, research requirements and deliverables.
1. Discovery and direction
Indicative price: $900–$2,250 + GST
A white paper can be a powerful piece of content, but only if you get the strategy clear from the beginning. I’ll help you find the opportunities, ideas and expertise worth sharing.
- Understand your business objectives and target audiences
- Identify areas of expertise and potential thought leadership opportunities
- Explore the issues and conversations that matter to your audience
- Establish priorities and desired outcomes
- Develop a pipeline of thought leadership themes and ideas
2. Story development, research and interviews
Indicative price: $1,200–$3,300 + GST
The white papers that really resonate are those that explore a key problem or issue for a specific audience, offer a fresh perspective and back it up with credible research and expert insights. I’ll help you turn a broad topic or idea into a compelling story, uncovering the evidence and expertise needed to support your argument.
- Identify and develop strong story angles
- Define the central argument and key messages
- Establish the target audience and content format
- Organise complex material into a logical narrative and structure
- Conduct background research
- Interview executives and subject matter experts
- Analyse technical reports, data and research
3. Writing and editing
Indicative price: $900–$6,000+ + GST (depending on length)
A great white paper, no matter how technical or complex, should be easy for the audience to read. I’ll help you write a clever, authoritative white paper that’s also engaging and well-written, without losing the technical detail or nuance.
- White papers and research reports
- Thought leadership articles and opinion pieces
- Long-form B2B content like eBooks
- Structural editing and rewriting
- Copyediting and proofreading
- Collaboration with designers and production teams
4. Executive messaging and briefing
Indicative price: $750–$2,250 + GST
A white paper can be a great opportunity to profile your senior leaders. I can help you prepare them to communicate their expertise with clarity and confidence through social media or traditional media.
- Develop executive briefing documents
- Distil complex ideas into clear key messages
- Prepare talking points and supporting evidence
- Develop anticipated questions and suggested responses
- Prepare executives for interviews, presentations and speaking opportunities
5. Distribution
Indicative price: $450–$1,500 + GST
There’s no point in a white paper that sits around gathering dust. I’ll help you get your thought leadership in front of the right audiences.
- Identify appropriate channels and publication opportunities
- Adapt content for websites, LinkedIn, newsletters and other platforms
- Develop supporting promotional copy
- Work with marketing and communications teams to support distribution
6. Follow-up
Indicative price: $450–$2,400 + GST
A white paper is not a one-off, but something that can power your marketing efforts for a long time to come. I’ll help you make the most of your thought leadership, long after publication.
- Review content performance and audience feedback
- Identify what resonated and opportunities for future stories
- Repurpose white papers and research reports into articles, social posts and presentations
Let’s make your expertise worth reading
Have a white paper in mind? A research report that needs a stronger narrative? Or a collection of ideas that could become a thought leadership program?
Whether you need end-to-end support or an experienced white paper writer to take on one part of the process, let’s talk about how I can help.
