Guidance on Producing White Papers
Among the how-to articles at BNET.com I've browsed, one that I'd particularly recommend covers the ins and outs of "Producing White Papers."Credited to BNET's editorial staff, the article defines "business white papers" — they "provide information that enables readers to evaluate products, services, or technologies" — and then walks you through these guidelines for putting a white paper together:
- Understand user needs.
- Choose the appropriate type of white paper (e.g., technology guide, position paper explaining a trend or technology, guide to the business benefits of a product or service, etc.).
- Set an objective (e.g., educating potential customers, moving toward thought leadership by sharing valuable expertise, etc.).
- Provide reliable information that is relevant to the reader.
- Write at the appropriate technical level.
- Assure professional quality writing by bringing in an editor, if necessary.
- Structure the white paper carefully (e.g., choose an informative title, open with an overview, etc.).
- Make the white paper visually interesting.
- Make it easy to access the white paper.
- Market your white paper. (But don't make your white paper too much in the way of a marketing piece. The paper should clearly be educational, and it should be written in a neutral tone.)
Labels: Communication, Decision-making, Documentation
posted by Karen Nelson @ 11:38 PM
<< Home