{"id":4096,"date":"2024-09-12T09:28:02","date_gmt":"2024-09-12T09:28:02","guid":{"rendered":"https:\/\/hocoos.com\/?post_type=answer&#038;p=4096"},"modified":"2026-03-09T17:22:40","modified_gmt":"2026-03-09T17:22:40","slug":"%e4%bb%80%e4%b9%88%e6%98%af%e7%99%bd%e7%9a%ae%e4%b9%a6","status":"publish","type":"answer","link":"https:\/\/hocoos.com\/zh\/%e7%ad%94%e6%a1%88\/%e4%bb%80%e4%b9%88%e6%98%af%e7%99%bd%e7%9a%ae%e4%b9%a6\/","title":{"rendered":"\u4ec0\u4e48\u662f\u767d\u76ae\u4e66\uff1f"},"content":{"rendered":"<div class=\"wp-block-rank-math-toc-block\" id=\"rank-math-toc\"><h2>\u76ee\u5f55<\/h2><nav><ul><li><a href=\"#when-should-you-use-a-white-paper\">\u4ec0\u4e48\u65f6\u5019\u5e94\u8be5\u4f7f\u7528\u767d\u76ae\u4e66\uff1f<\/a><\/li><li><a href=\"#what-are-the-different-types-of-white-papers\">\u6709\u54ea\u4e9b\u4e0d\u540c\u7c7b\u578b\u7684\u767d\u76ae\u4e66\uff1f<\/a><\/li><li><a href=\"#what-is-the-correct-structure-for-a-white-paper\">\u767d\u76ae\u4e66\u7684\u6b63\u786e\u7ed3\u6784\u662f\u4ec0\u4e48\uff1f<\/a><\/li><li><a href=\"#what-are-some-other-formatting-and-style-considerations-for-a-white-paper\">\u767d\u76ae\u4e66\u7684\u5176\u4ed6\u683c\u5f0f\u548c\u6837\u5f0f\u8003\u8651\u56e0\u7d20\u6709\u54ea\u4e9b\uff1f<\/a><\/li><li><a href=\"#how-to-write-a-white-paper\">\u5982\u4f55\u64b0\u5199\u767d\u76ae\u4e66\uff1f<\/a><\/li><li><a href=\"#what-are-the-key-differences-between-white-papers-and-other-marketing-materials\">\u767d\u76ae\u4e66\u4e0e\u5176\u4ed6\u8425\u9500\u6750\u6599\u7684\u4e3b\u8981\u533a\u522b\u662f\u4ec0\u4e48\uff1f<\/a><\/li><li><a href=\"#conclusion\">\u603b\u7ed3<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"when-should-you-use-a-white-paper\" style=\"font-size:32px\"><strong>\u4ec0\u4e48\u65f6\u5019\u5e94\u8be5\u4f7f\u7528\u767d\u76ae\u4e66\uff1f<\/strong><\/h2>\n\n\n\n<p style=\"font-size:18px\">\u60a8\u5e94\u8be5\u5728\u6253\u7b97\u505a\u4ee5\u4e0b\u4e8b\u60c5\u65f6\u64b0\u5199\u767d\u76ae\u4e66\uff1a<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>\u5411\u53d7\u4f17\u89e3\u91ca\u65b0\u7684\u60f3\u6cd5\u6216\u6280\u672f\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>\u5c55\u793a\u60a8\u5728\u590d\u6742\u95ee\u9898\u4e0a\u7684\u4e13\u4e1a\u77e5\u8bc6\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>\u4f7f\u7528\u57fa\u4e8e\u8bc1\u636e\u7684\u7ed3\u8bba\u8bf4\u670d\u51b3\u7b56\u8005\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>\u901a\u8fc7\u63d0\u4f9b\u6709\u4ef7\u503c\u7684\u5185\u5bb9\u6765\u4ea7\u751f\u6f5c\u5728\u5ba2\u6237\uff0c\u4ee5\u6362\u53d6\u7528\u6237\u7684\u8054\u7cfb\u4fe1\u606f\u3002<\/li>\n<\/ul>\n\n\n\n<div class=\"answers-tip-box mt-8 mt-lg-10\">\n<div class=\"answers-small-title\">\n\t\t\t\t\t\t\t\n\u6df1\u5165\u4e86\u89e3\uff1a \n\n<\/div>\n<div class=\"answers-small-description mt-4\">\n\n\u8003\u8651\u5728\u9500\u552e\u6f0f\u6597\u7684\u4e2d\u95f4\u73af\u8282\u4f7f\u7528\u767d\u76ae\u4e66\uff0c\u56e0\u4e3a\u8fd9\u6709\u52a9\u4e8e\u57f9\u517b\u6f5c\u5728\u5ba2\u6237\u5e76\u4fc3\u4f7f\u4ed6\u4eec\u66f4\u63a5\u8fd1\u8f6c\u5316\u3002\n\n\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-are-the-different-types-of-white-papers\" style=\"font-size:32px\"><strong>\u6709\u54ea\u4e9b\u4e0d\u540c\u7c7b\u578b\u7684\u767d\u76ae\u4e66\uff1f<\/strong><\/h2>\n\n\n\n<p style=\"font-size:18px\">\u767d\u76ae\u4e66\u53ef\u4ee5\u5206\u4e3a\u56db\u5927\u7c7b\uff1a<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>\u80cc\u666f\u4ecb\u7ecd<\/strong>\uff1a\u63d0\u4f9b\u6709\u5173\u6240\u9009\u4e3b\u9898\u7684\u66f4\u591a\u8be6\u7ec6\u4fe1\u606f\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>\u7f16\u53f7\u5217\u8868<\/strong>\uff1a\u63d0\u4f9b\u4e00\u7cfb\u5217\u5efa\u8bae\u6216\u610f\u89c1\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>\u95ee\u9898\/\u89e3\u51b3\u65b9\u6848<\/strong>\uff1a\u9648\u8ff0\u95ee\u9898\u5e76\u63d0\u4f9b\u89e3\u51b3\u65b9\u6848\u6216\u5e94\u5bf9\u65b9\u6cd5\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>\u4ea7\u54c1\/\u670d\u52a1<\/strong>\uff1a\u5c55\u793a\u7279\u5b9a\u4ea7\u54c1\u53ca\u5176\u4f18\u52bf\u3002<\/li>\n<\/ul>\n\n\n\n<div class=\"answers-tip-box mt-8 mt-lg-10\">\n<div class=\"answers-small-title\">\n\t\t\t\t\t\t\t\n\u4e13\u5bb6\u63d0\u793a\uff1a \n\n<\/div>\n<div class=\"answers-small-description mt-4\">\n\n\u9009\u62e9\u6700\u9002\u5408\u5185\u5bb9\u548c\u76ee\u6807\u53d7\u4f17\u9700\u6c42\u7684\u767d\u76ae\u4e66\u7c7b\u578b\u3002\n\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-is-the-correct-structure-for-a-white-paper\" style=\"font-size:32px\"><strong>\u767d\u76ae\u4e66\u7684\u6b63\u786e\u7ed3\u6784\u662f\u4ec0\u4e48\uff1f<\/strong><\/h2>\n\n\n\n<p style=\"font-size:18px\">\u867d\u7136\u767d\u76ae\u4e66\u53ef\u4ee5\u6839\u636e\u95ee\u9898\u7684\u8303\u56f4\u548c\u76ee\u6807\u53d7\u4f17\u91c7\u7528\u7075\u6d3b\u7684\u6f14\u793a\u98ce\u683c\uff0c\u4f46\u5927\u591a\u6570\u767d\u76ae\u4e66\u90fd\u9075\u5faa\u4e00\u4e2a\u901a\u7528\u7684\u7ed3\u6784\u3002\u767d\u76ae\u4e66\u901a\u5e38\u5305\u542b\u4ee5\u4e0b\u4e3b\u8981\u90e8\u5206\uff1a<\/p>\n\n\n\n<ol style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>\u6807\u9898\u9875<\/strong><\/li>\n\n\n\n<li><strong>\u6458\u8981\u6216\u6267\u884c\u6458\u8981<\/strong><\/li>\n\n\n\n<li><strong>\u7b80\u4ecb<\/strong><\/li>\n\n\n\n<li><strong>\u6b63\u6587\uff08\u5305\u542b\u6570\u636e\u548c\u5206\u6790\u7684\u4e3b\u8981\u5185\u5bb9\uff09<\/strong><\/li>\n\n\n\n<li><strong>\u7ed3\u8bba\u548c\u5efa\u8bae<\/strong><\/li>\n\n\n\n<li><strong>\u53c2\u8003\u6587\u732e<\/strong><\/li>\n<\/ol>\n\n\n\n<div class=\"answers-tip-box mt-8 mt-lg-10\">\n<div class=\"answers-small-title\">\n\t\t\t\t\t\t\t\n\u4e13\u5bb6\u63d0\u793a\uff1a \n\n<\/div>\n<div class=\"answers-small-description mt-4\">\n\n\u4f7f\u7528\u63cf\u8ff0\u6027\u6807\u9898\u548c\u526f\u6807\u9898\u6765\u7ec4\u7ec7\u767d\u76ae\u4e66\u5e76\u8f85\u52a9\u5bfc\u822a\u3002\n\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-are-some-other-formatting-and-style-considerations-for-a-white-paper\" style=\"font-size:32px\"><strong>\u767d\u76ae\u4e66\u7684\u5176\u4ed6\u683c\u5f0f\u548c\u6837\u5f0f\u8003\u8651\u56e0\u7d20\u6709\u54ea\u4e9b\uff1f<\/strong><\/h2>\n\n\n\n<p style=\"font-size:18px\">\u4ee5\u4e0b\u662f\u63d0\u9ad8\u767d\u76ae\u4e66\u8d28\u91cf\u7684\u683c\u5f0f\u548c\u6837\u5f0f\u8981\u6c42\uff1a<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>\u5c3d\u53ef\u80fd\u4f7f\u7528\u7b80\u6d01\u660e\u4e86\u7684\u8bed\u8a00\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>\u4f7f\u7528\u56fe\u8868\u3001\u56fe\u5f62\u548c\u5176\u4ed6\u89c6\u89c9\u5143\u7d20\u4ee5\u4fbf\u66f4\u597d\u5730\u7406\u89e3\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>\u9075\u5faa\u4e13\u4e1a\u7684\u8bbe\u8ba1\u548c\u5e03\u5c40\u6807\u51c6\u3002<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>\u786e\u4fdd\u884c\u52a8\u53f7\u53ec (CTA) \u6e05\u6670\u660e\u4e86\u3002<\/li>\n<\/ul>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-to-write-a-white-paper\" style=\"font-size:32px\"><strong>\u5982\u4f55\u64b0\u5199\u767d\u76ae\u4e66\uff1f<\/strong><\/h2>\n\n\n\n<p style=\"font-size:18px\">\u5c3d\u7ba1\u64b0\u5199\u767d\u76ae\u4e66\u53ef\u80fd\u9700\u8981\u5927\u91cf\u65f6\u95f4\u548c\u5e7f\u6cdb\u7684\u7814\u7a76\uff0c\u4f46\u5373\u4f7f\u5b58\u5728\u56f0\u96be\uff0c\u5b83\u4ecd\u7136\u662f\u63d0\u5347\u5728\u7ebf\u5f62\u8c61\u7684\u597d\u65b9\u6cd5\u3002&nbsp;<\/p>\n\n\n\n<p style=\"font-size:18px\">\u64b0\u5199\u767d\u76ae\u4e66\u65f6\uff0c\u8bf7\u9075\u5faa\u4ee5\u4e0b\u5217\u8868\uff1a<\/p>\n\n\n\n<ol style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>\u786e\u5b9a\u76ee\u6807\u53d7\u4f17\u548c\u76ee\u6807<\/strong><\/li>\n\n\n\n<li><strong>\u8be6\u7ec6\u63a2\u8ba8<\/strong><\/li>\n\n\n\n<li><strong>\u51c6\u5907\u5927\u7eb2<\/strong><\/li>\n\n\n\n<li><strong>\u64b0\u5199\u6587\u672c<\/strong><\/li>\n\n\n\n<li><strong>\u5ba1\u67e5\u548c\u8c03\u6574<\/strong><\/li>\n\n\n\n<li><strong>\u8bbe\u8ba1\u548c\u6392\u7248<\/strong><\/li>\n\n\n\n<li><strong>\u5206\u53d1\u548c\u5ba3\u4f20<\/strong><\/li>\n<\/ol>\n\n\n\n<div class=\"answers-tip-box mt-8 mt-lg-10\">\n<div class=\"answers-small-title\">\n\t\t\t\t\t\t\t\n\u6df1\u5165\u4e86\u89e3\uff1a \n\n<\/div>\n<div class=\"answers-small-description mt-4\">\n\n\u4e0e\u4e3b\u9898\u4e13\u5bb6\u6c9f\u901a\uff0c\u786e\u4fdd\u767d\u76ae\u4e66\u4e2d\u7684\u4fe1\u606f\u771f\u5b9e\u53ef\u4fe1\u3002\n\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-are-the-key-differences-between-white-papers-and-other-marketing-materials\" style=\"font-size:32px\"><strong>\u767d\u76ae\u4e66\u4e0e\u5176\u4ed6\u8425\u9500\u6750\u6599\u7684\u4e3b\u8981\u533a\u522b\u662f\u4ec0\u4e48\uff1f<\/strong><\/h2>\n\n\n\n<p style=\"font-size:18px\">\u5ba3\u4f20\u518c\u548c\u535a\u5ba2\u6587\u7ae0\u66f4\u4fa7\u91cd\u4e8e\u63a8\u5e7f\uff0c\u800c\u767d\u76ae\u4e66\u65e8\u5728\u63d0\u4f9b\u8be6\u7ec6\u4e14\u6743\u5a01\u7684\u4fe1\u606f\u3002&nbsp;<\/p>\n\n\n\n<p style=\"font-size:18px\">\u767d\u76ae\u4e66\u4e3a\u5bfb\u6c42\u5168\u9762\u4e86\u89e3\u7279\u5b9a\u4e3b\u9898\u7684\u8bfb\u8005\u63d0\u4f9b\u4e86\u989d\u5916\u7684\u89c1\u89e3\u548c\u89c6\u89d2\uff1b\u8ba9\u6f5c\u5728\u5ba2\u6237\u65e0\u6cd5\u83b7\u5f97\u4ed6\u4eec\u5bfb\u6c42\u7684\u4fe1\u606f\u53ef\u80fd\u4f1a\u635f\u5bb3\u60a8\u7684\u4e1a\u52a1\uff0c\u56e0\u4e3a\u4ed6\u4eec\u4f1a\u5728\u7ade\u4e89\u5bf9\u624b\u90a3\u91cc\u627e\u5230\u8fd9\u4e9b\u4fe1\u606f\u3002<\/p>\n\n\n\n<div class=\"answers-tip-box mt-8 mt-lg-10\">\n<div class=\"answers-small-title\">\n\t\t\t\t\t\t\t\n\u4e13\u5bb6\u63d0\u793a\uff1a\n\n<\/div>\n<div class=\"answers-small-description mt-4\">\n\n\u5c06\u767d\u76ae\u4e66\u4e2d\u7684\u5185\u5bb9\u5206\u89e3\u6210\u66f4\u5c0f\u7684\u5355\u5143\uff0c\u4f8b\u5982\u5c06\u5176\u8f6c\u5316\u4e3a\u535a\u5ba2\u5185\u5bb9\u6216\u793e\u4ea4\u5a92\u4f53\u5e16\u5b50\u3002\n\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\" style=\"font-size:32px\"><strong>\u603b\u7ed3<\/strong><\/h2>\n\n\n\n<p style=\"font-size:18px\">\u767d\u76ae\u4e66\u5728B2B\u9886\u57df\u88ab\u7528\u4f5c\u4e00\u79cd\u5de5\u5177\u3002\u5185\u5bb9\u7684\u6267\u884c\u51b3\u5b9a\u4e86\u5176\u5728\u4f20\u8fbe\u4fe1\u606f\u3001\u4e0e\u53d7\u4f17\u5efa\u7acb\u8054\u7cfb\u548c\u4ea7\u751f\u6f5c\u5728\u5ba2\u6237\u65b9\u9762\u7684\u6709\u6548\u6027\u3002\u5f53\u4f01\u4e1a\u5728\u5176\u4e1a\u52a1\u9886\u57df\u5185\u6295\u5165\u64b0\u5199\u767d\u76ae\u4e66\uff0c\u5e76\u4f7f\u7528\u6e05\u6670\u7684\u8bed\u8a00\u3001\u5408\u9002\u7684\u56fe\u50cf\u548c\u5f3a\u6709\u529b\u7684\u884c\u52a8\u53f7\u53ec (CTA) \u8fdb\u884c\u5b9a\u5236\u65f6\uff0c\u5c31\u53ef\u4ee5\u57f9\u517b\u76f8\u5173\u7684\u5728\u7ebf\u5f62\u8c61\u3002\u64b0\u5199\u767d\u76ae\u4e66\u7684\u8fc7\u7a0b\u9700\u8981\u65f6\u95f4\u548c\u7cbe\u529b\uff0c\u4f46\u5b83\u53ef\u4ee5\u5e2e\u52a9\u4f01\u4e1a\u5b9e\u73b0\u5176\u76ee\u6807\u3002<\/p>","protected":false},"excerpt":{"rendered":"<p>When should you use a white paper? You should write a white paper when you intend to: Deep Dive: Consider utilizing white papers somewhere in the middle of the sales funnel as it could assist nurture the leads and push them closer to conversion. What are the different types of white papers? White papers can [&hellip;]<\/p>","protected":false},"author":39,"featured_media":4097,"template":"","answers_category":[27],"class_list":["post-4096","answer","type-answer","status-publish","has-post-thumbnail","hentry","answers_category-website-content"],"acf":{"image":8079,"card_image":4097,"content":[{"acf_fc_layout":"header_section","title":"\u4ec0\u4e48\u662f\u767d\u76ae\u4e66\uff1f","descriptions":"A white paper can be defined as an in-depth report or an authoritative manual that details the intricacies of a problem and proposes a resolution to the people. Consider white papers as comprehensive material that provides information and states why such information is necessary.\r\n\r\nThe objective of white papers is clear: to educate and to persuade. They present the capabilities of an organization, create trust from potential clients, and can sometimes even convert prospects into customers.","tip_label":"Deep Dive","tip":"A white paper aims at striking a thin line between offering useful content and slowly marketing your business\u2019s skills or solutions.","additional_tips":null,"key_takeaways_label":"Key Takeaways:","key_takeaways":[{"label":"White papers establish authority and inform an audience, ideal for B2B","body":""},{"label":"Pick the appropriate type (backgrounder, etc.) that goes with the content and the audience","body":""},{"label":"Clear language, appropriate visuals, and compelling CTAs should lead to better outcomes","body":""}]}]},"_links":{"self":[{"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/answer\/4096","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/answer"}],"about":[{"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/types\/answer"}],"author":[{"embeddable":true,"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/users\/39"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/media\/4097"}],"wp:attachment":[{"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/media?parent=4096"}],"wp:term":[{"taxonomy":"answers_category","embeddable":true,"href":"https:\/\/hocoos.com\/zh\/wp-json\/wp\/v2\/answers_category?post=4096"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}