HOW TO WRITE A WHITE PAPER 怎么写白皮书 英语指南Word文档格式.docx
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HOW TO WRITE A WHITE PAPER 怎么写白皮书 英语指南Word文档格式.docx
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Ifyouareeagertoknowallthesethings,goahead:
Whatisawhitepaper?
Awhitepaperisadetailedguideorreportofaparticulartopicandtheproblemsithas.Itiswrittentoinformtheaudienceandmakethemunderstandthetopic,itsproblems,andsolutions.Thiswasalaymandefinition,astructuredoneaspertheworldofmarketingwouldgolikethis:
AwhitepaperisapieceofcontentresemblinganeBook.Opinionsandfactsincludedinwhitepapersaresupportedbyresearchandstatisticsderivedfromreliablesources.Theyincludevisualsaswell,suchastables,images,graphs,charts,andmanymore.Thewhitepaperisgenerallylonger,detailed,andtechnicalthananeBook.
BackstoryofWhitePaper
Theterm“whitepapers”tracesitsorigininEngland’sgovernment-issueddocuments.OneofthewidelypopularexamplesistheChurchillWhitePaper,1922,whichwascommissionedbyWinstonChurchill.Inbusinesses,especiallyinB2B,consulting,financial,sectors,whitepapersareusedforcommunicatingthephilosophyofacompanyonacertaintopic.Itmakesthecaseforthegoodnessoftheirproduct.Whitepaperscanbeconsideredasaneditorialthanotherformsofcontent.Ithasadeepfoundationofresearchwhichgivesitanauthoritativetone.Thisisthereasonwhytheypromotethoughtleadership.
Whatistheuseofwhitepaper?
Businessespreparewhitepaperswithtwomajorintentions:
Torecordexpertise
*Tomarketthemselves
Theyarededicatedtoanaudienceoutsidetherangeofbusiness.Thisiswhytheyactasamediumtoattractnewreaderstothecompanyaspotentialconsumersbyprovidingthemwithindustryknowledge.Awhitepaperisnotasalespitch
Everywritermustknowthatwhitepaperscanneverbeasalespitch.Theyarewritteninanentirelydifferentway.Yes,theybothserveapurposetosellthecompany,butwhitepapersdon’tmarketintypically.Theyhighlighttheexpertiseofbusinessbyhighlightingvaluablerecommendationsandinternalexpertiseofthecompany.Unlikesalespitch,theydon’tbidforthebusiness.
Examples:
WhitePaper:
OnlineAdvertising:
Makingmarketingcheapyeteffective
*SalesPitch:
HowXYZmarketingissavingusers’budgetonadvertising?
Typesofwhitepapers
Therearevarioustypesofwhitepapersacompanycanpublish:
Backgrounder:
Thiswhitepaperoffersadetailedexplanationofthebenefitsofacompany’sservice,product,andmethodology.
*Problem-SolutionApproach:
Whilewhitepaperwriting,onewalksthroughthesolutiontoanissuethatisprevalentintheindustry.
Ifyouareastudentandwillingtoknowaboutotherwhitepapers,youcangetonlineassignmenthelp.Expertsinsuchsitescanletyouknowaboutthem.
Howtoselectawhitepapertopic?
Itistoughtochoosetherightkindoftopic.Herearethethreefactorsyoucanconsiderwhilechoosingatopic:
Audience:
Keepyourtargetaudienceinmind.Trytoascertaintheirpreferences.
*Expertise:
Whilewritingawhitepaperyoumusthighlighttheexpertiseofyourbusiness.
*Problem-based:
Addressaspecificproblemrelatedtoyourbusinessorindustry.
*Solution-focused:
Itshouldhaveaproposedsolutionorrecommendasolutiontotheproblem.
Howtoprepareforwhitepaperwriting
Research
Awhitepapertopichastoberesearchcomprehensively.Youcandiginformationfromindustryresources,onlinereferences,andinternaldocuments.
Youdon’thavetofollowanysternrulesoncitations,however,docitedatathatyoudidn’tknowpriortoresearch.But,trytoknowthereaders’confidenceisexpectedtogrowwithabiglistofresources.Allyoursourcesmustbelongtoauthoritativewebsites.Tomakeavaluabledocument,youwillhavetocitecredibleorigins.Also,youcantakehelpwithcustomresearchpaperwriting.
Readwhitepapers
Itisalwaysagoodideatoreadothers’workbeforewritingyourown.Bydoingso,youcangainideasonhowtomakeyourcontentmoreengaging.Also,youcandecideonthingsyoudon’twanttoincludeinyourpieceofwriting.So,findoutwhitepaperswrittenonyourtopicontheweb.Gothroughthemanddeterminetheknowledgegapsyouhave.Useyourreadingskillasanopportunitytocreateexistingcontent.
Gofororganizationaltools
Isn’titgreattokeeptrackofallsources,content,andideasinvolvedwhilewritingawhitepaper?
ByusinganorganizationtoollikeMind-Map,youcandothiseasily.Suchtoolsallowthewritertoconnectmultiplepiecesofinformationintoonevisualoverview.Thereisnoneedtospendextrabuckstoaccessanorganizer.YoucanusefreetoolslikeFreeMindwhicharesimpletouse.
Howtoformatawhitepaper
Thewhitepaperformatisgenerallyastandarddocument.Theorderofcontentisoftensimilartootherbusinessdocuments,butthemajordifferenceis:
Manybusinesscommunicationsplaceconclusionsatthebeginningofthedocument,suchasbusinessproposalsortechnicalreports.Thewhitepaperplacesthesummaryorconclusionattheend.
*Thisorderreflectsthewishesoftheaudienceandtheirpreferencewhilereceivinginformation.
*Contentandresearchshowsinformtheaudience.Inawhitepaper,thesearethetwofactorsthatincreasetheirunderstandingproblem.
*Thelastsectionoffersaconstructivemoment.Heretheaudiencereceivessolutionsthatarebackedbyreliableevidenceinthedocument.
*Thepreferencesandjourneysofreadersinabusinessreportandwhitepaperaredifferent.Themajorfindingsfollowsuit.
*Incaseyouarenotsureofdistinctionsandlackbusinesswritingskills,youcanconnecttosomeonlinereportwriters.
Irrespectiveofthejourney,yourdocumentmustbeeasytoreadandunderstand.Itmusthaveinformativeheadingsandoveralleasynavigation.Herearethebasicsfordraftingallsections:
Title
Itmustbeappealingasusersaremorelikelytoclickoncatchytitlesthantheplain,boringones.Youcansay,itiscrucialtothinkofagoodtitle.Trytoclearlysaywhatreaderswillgetinyourcontent.Enticethemwithyourtitle.Don’tusethephrase“whitepaper”inthetitleunlessrequired.Ithasbeenobservedthattheaudienceseekauthoritativeindicator.Understandthepreferencesofyourpotentialreaders.
Abstract
Thissectionispickedbymostoftheusers.Itgivesabriefoverviewofthemajorpointsofawhitepaper.Here,thereadersareallowedtoacknowledgetheyhavefoundarelevantdocumenttoservetheirneeds.Aftergoingthroughabstractstheymustfeeltheyareintherightplace.
ProblemStatement
Theproblemstatementexplainstheproblemyourwhitepaperismainlyaddressing.Themainissuehastobedefinedandputintocontext.Thishastoensurereadersunderstandtheproblem.
Background
Inthissection,youwillhavetoofferbackgroundinformationneededforthereaders.Yourreadersshouldbeabletograsptheissueandsolution.Thecontentsofthebackgroundmustbedetailed,high-level,broad,andtechnical.Itmustdependonthereaderandtheproblem.Whenoriginalresearchisdoneforawhitepaper,youmustcommunicatethemethods.
Solution
Herecomesthemostsortedmomentofwhitepaperwriting.Onthebasisoftheprecedingdata,youwillhavetopresentthesolutionhere.Itmustbearguedanddevelopedfortheuseofaggregatedevidenceandexpertiseoftheauthorandtheircompany.
Conclusion
Youmayalreadyknowwhattheconclusionismeantfor.Summarizethecontentofthemajorfindingsofyourwhitepaper.Presentrecommendationsbasedonsolutionsprovided.
References
Allsourcesareutilizedtodevelopawhitepaperwhichshouldbeaggregatedandcitedhere.Referencesaddvaliditytoyourwhitepaper.Thisistheonlysectionwhereyourreadersgetcontentforfurtherresearch.FollowcitationformatslikeMLAorAPA.Createitasperyourindustry
Whatnottodowhilepreparingawhitepaper
Knowingeverythingaboutwhitepaperisgoodifyouareabeginner.Butbeforeyoubeginwithone,therearecertainmistakesyoumustknowsothatyoucanavoidthem.Therearesomecommonmistakeslistedhere.Allofthemhavethepotentialtoturnyoureffortanddedicationintoawastedventure.Letusquicklygothroughthem:
Makeitlikeasalespitch
Yes,whitepapersareusedinmarketingcampaignswherebusinessespresenttheirproductsandservices.Butthatdoesnotmeanitshouldlooklikeasalespitch.Ifyouareturningawhitepaperintoasalespitch,youaretakingitallwrong.Thiswillinstantlyturnyourreadersoff.Because,whentheaudiencecomestowhitepapersinsearchofinformativepiecesmadewithoutanybias.Thus,itshouldhelpthembyprovidinginformationandnottrytopersuadethemtobuyaserviceorproduct.Asalespitchisadifferentconcept,youcansaveitforproductbrochuresorothercontent.
Lackofin-depthresearch
Youhavealreadyreadthatwhitepapersmustbeintenselyresearcheddocuments.Itisrightthatcarryingoutvaluableauthenticresearchrequiresalot.Aptresearchoftenneedscollectiveefforts.Attimesitmayfallbeyondthebudgetofamarketingteam,andminorst
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