It can be tempting to assign the task of writing white papers to your in-house team members who are well-versed in the relevant information. However, this approach isn’t always the most effective.
Even if your team includes skilled writers, they may struggle to present the key messages in the most clear and persuasive manner. Additionally, professionals with extensive technical knowledge—such as engineers, lawyers, CPAs, or scientists—often find it challenging to break free from the specialized jargon of their fields. While they may grasp every detail of the topic, they might find it difficult to convey these concepts in a way that’s easily understood by those outside their area of expertise.
If these team members aren’t used to writing regularly, creating a white paper could take significantly more time than anticipated. This time spent wrestling with the right words and organizing them into a coherent document could detract from their ability to manage their usual workload.
In many cases, the hours your team would spend developing a white paper might be better invested in their primary responsibilities. Their schedules are likely already packed with critical tasks and projects, and adding the responsibility of drafting a white paper could lead to inefficiencies and missed deadlines.
Moreover, your team members have likely accumulated a deep understanding of your company, its market, and how it stacks up against competitors. This insider knowledge is valuable but can also lead to biases that might not resonate with your target audience. An external writer, on the other hand, can bring a fresh perspective and ask the questions that matter most to your audience, ensuring the white paper is both informative and accessible.
