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By Julie Alexander December 22, 2022
How to create the best B2B report of your career
Every content manager has had That Report.
You know the one. The report/white paper/eBook that just. never. ends. No matter what you do, there is more feedback, more mistakes, and more problems.
The deadline approaches (and passes), and the thing still isn’t online — everyone’s upset, and it’s all your fault.
Today, one of my missions is to prevent as many content managers as I can from having to deal with That Report.
Common pitfalls in report, white paper, and eBook production
First, it’s important to understand a couple of things. Namely: what turns a seemingly simple deliverable into That Report?
I will use my own personal anecdote as an example. The task at hand was to create a horizontal industry report based on third-party research. Our final product would be a gated lead generation magnet. I was the Content Manager leading the content team, and we had one key stakeholder owning the project.
1. Lack of clear expectations: We received the research from the agency we were working with. It was neatly organized into findings and content suggestions. The key stakeholder passed it off to the content team and told us we had full creative freedom.
2. Not planning feedback at the right points in the process: After the research got passed on to my team, the key stakeholder was off for three weeks. The plan was that we would produce the report while the stakeholder was away, and she would give her final feedback when she returned.
This turned out to be a very bad plan.
She returned, and the finished report was the complete opposite of what she’d envisioned. The deadline was approaching, and we had precious little time to make adjustments. We were so far off the mark that she would not publish the report without an overhaul.
3. The creators ran with their own vision: We created this report in a vacuum. The copywriter read the research and had another interpretation of the findings, so she wrote the report from that angle. Then it was passed off to the designer, who, also excited to be given complete creative freedom, designed to her heart’s content. Both creators poured so much time and creativity into creating something they loved, but ultimately, it wasn’t what the stakeholder had envisioned. In the end, it was a waste of time, energy, and creativity, which was completely demotivating.
4. Poorly defined scope: It was a whale of a report, which made it tedious to give and process feedback. We received a ton of research from the agency we were working with, so the report grew and grew. More stats, more takeaways. It was enough information for a few reports, honestly. And by the time it was finished, it was just too much to process. We’d created a monster.
What happened next?
Well, In a wave of utter desperation, I pulled the creators off of the project, rewrote it myself, and got someone else to do the design. 😬 I know.
Instead of sitting down with my team, processing the feedback, and coming up with a solution together, I took matters into my own hands.
Did it get the project done? Yes. Did it damage the confidence of my team and their relationship with me and the stakeholders involved in the project? Yes. Would I do it all differently today? Hell to the yes.
With reports, it’s crucial to create a structured environment that is clear enough to guide but not so structured that it stifles creativity.
Never ever create “That Report” again
Looking at the summary of That Report, one factor is abundantly clear: complete creative freedom is bad news. Projects — and people — need boundaries. We need a structure in which to operate; otherwise, things get out of control. So the goal is to create a structured environment that is clear enough to guide but not so structured that it stifles creativity. With that in mind, here’s how you turn That Report into the best dang deliverable anyone has ever seen or had the pleasure of working on. 1. Get your process right. Here’s the one I’ve found to be most effective:
It’s simple and gets the job done. The most important thing is how you communicate the process with everyone involved. Take the time to define expectations at each point. Create clear briefings and go over them in detail together with the full project team to make sure everyone is on the same page. 2. Ask clarifying questions. In other words, there’s no such thing as full creative freedom. Help your stakeholders develop their ideas and describe what they envision. It gives your creators direction and reduces the risk of a disappointing delivery. 3. Set boundaries. If you can’t get the content deliverable done right with your key stakeholder out of the mix for three weeks, say it and stick to it. Define what you can and can’t do, and negotiate until everyone agrees that the process and expectations are realistic. As the Content Manager, it’s up to you to set your team and the project up for success. 4. Communicate and have meta-conversations about communication. Make sure you understand the following about everyone in the project team:
- Communication style
- Preferred channels for communication
- Preferred methods for giving and receiving feedback (written, verbal, combo, other)
Ditch That Report 😭 for the best report of your career 🤩
Rarely does any large project go perfectly from start to finish. When people are involved, there will be errors — and that’s ok! The important thing is that we learn (ideally collectively) from our mistakes and optimize for next time. I hope you can learn from some of my mistakes and start out a few steps ahead of the game when you dive into your next big content deliverable.
Let’s talk about it together!
Share your thoughts on LinkedIn using #thecravediscussion This week’s topic: What are some common pitfalls you face when creating reports?
Director of Brand & Communications
About the author
When I’m not thinking up B2B marketing strategies and processes, you’ll find me at the yoga studio or in my favorite chair with a cat and a book.
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