Stone Boiling is an Ancient Cooking Method

Stone Boiling is an Ancient Cooking Method Stone boiling is an ancient cooking technique to heat food with directly exposing it to flame, reducing the likelihood of burning, and allowing the construction of stews and soups. The old story about Stone Soup, in which a glorious stew is created by placing stones in hot water and inviting guests to contribute vegetables and bones, may have its roots in ancient stone-boiling.   How to Boil Stones Stone boiling involves placing stones into or next to a hearth or other heat source until the stones are hot. Once they have achieved an optimal temperature, the stones are quickly placed into a ceramic pot, lined basket or other vessel holding water or liquid or semi-liquid food. The hot stones then transfer the heat to the food. To maintain a continued boiling or simmering temperature, the cook simply adds more, carefully timed, heated rocks. Boiling stones typically range in size between large cobbles and small boulders, and should be of a type of stone that is resistant to flaking and splintering when heated. The technology involves a considerable amount of labor, including finding and carrying an adequate number of appropriately sized stones and building a large enough fire to transfer sufficient heat to the stones. Invention Direct evidence for using stones to heat liquid is a little hard to come by: hearths by definition generally have rocks in them (called generally fire-cracked rock), and identifying whether the stones have been used to heat liquid is difficult at best. The earliest evidence that scholars have suggested for the use of fire dates to ~790,000 years ago, and clear evidence for soup making is not present at such sites: it is possible, perhaps likely, that fire was first used to provide warmth and light, rather than cooking. The first true, purpose-built hearths associated with cooked food date to the Middle Paleolithic (ca. 125,000 years ago). And the earliest example of hearths filled with heat-fractured round river cobbles come from the Upper Paleolithic site of Abri Pataud in the Dordogne valley of France, about 32,000 years ago. Whether those cobbles were used to cook with is probably speculation, but definitely a possibility. According to a comparative ethnography study conducted by American anthropologist Kit Nelson, stone boiling is used most frequently by people who live ​in the temperate zones on earth, between 41 and 68 degrees latitude. All kinds of cooking methods are familiar to most people, but in general, tropical cultures more often use roasting or steaming; arctic cultures rely on direct-fire heating; and in the boreal mid-latitudes, stone boiling is most common. Why Boil Stones? American archaeologist Alston Thoms has argued that people use stone boiling when they dont have access to easily cooked foods, such as lean meat that can be direct-cooked over a flame. He indicates support for this argument by showing that the first North American hunter-gatherers didnt use stone boiling intensively until about 4,000 years  ago when agriculture became a dominant subsistence strategy. Stone boiling might be considered evidence of the invention of stews or soups. Pottery made that possible. Nelson points out that stone boiling requires a container and a stored liquid; stone boiling involves the process of heating liquids without the dangers of burning a basket or the contents of a bowl by direct exposure to fire. And, domestic grains such as maize in North America and millet elsewhere require more processing, in general, to be edible. Any connection between boiling stones and the ancient story called Stone Soup is sheer speculation. The story involves a stranger coming to a village, building a hearth and placing a pot of water over it. She puts in stones and invites others to taste the stone soup. The stranger invites others to add an ingredient, and pretty soon, Stone Soup is a collaborative meal full of tasty things. The Benefits of Limestone Cookery A recent experimental study based on assumptions about American southwestern Basketmaker II (200–400 CE) stone boiling used local limestone rocks as heating elements in baskets to cook maize. Basketmaker societies did not have pottery containers until after the introduction of beans: but corn was an important part of the diet, and hot stone cookery is believed to have been the primary method of preparing maize. U.S. archaeologist Emily Ellwood and colleagues adding heated limestone to water, raising the pH of ​the  water to 11.4–11.6 at temperatures between 300–600 degrees centigrade, and higher yet over longer periods and at higher temperatures. When historical varieties of maize were cooked in the water, chemical lime leached from the stones broke down the corn and increased the availability of digestible proteins. Identifying Stone Boiling Tools Hearths at many prehistoric archaeological sites have a preponderance of fire-cracked rock, and establishing evidence that some were used in stone boiling has been tested by American archaeologist Fernanda Neubauer. Her experiments found that the most common fracture on stone boiled rocks are contraction-fractures, which exhibit irregular crenulated, wavy, or jagged cracks on the breakage faces and a rough and undulating interior surface. She also found that repeated heating and cooling eventually fractures the cobbles into pieces too small to use depending on the raw material and that the repetition also can cause fine crazing of the rock surfaces. Evidence such as that described by Neubauer has been found in Spain and China by about 12,000–15,000 years ago, suggesting the technique was well known by the end of the last Ice Age. Selected Sources Ellwood, Emily C., et al. Stone-Boiling Maize with Limestone: Experimental Results and Implications for Nutrition among SE Utah Preceramic Groups. Journal of Archaeological Science 40.1 (2013): 35-44. Print.Gao, Xing, et al. The Discovery of Late Paleolithic Boiling Stones at SDG 12, North China. Quaternary International 347 (2014): 91-96. Print.Nakazawa, Yuichi, et al. On Stone-Boiling Technology in the Upper Paleolithic: Behavioral Implications from an Early Magdalenian Hearth in El Mirà ³n Cave, Cantabria, Spain. Journal of Archaeological Science 36.3 (2009): 684-93. Print.Nelson, Kit. Environment, Cooking Strategies and Containers. Journal of Anthropological Archaeology 29.2 (2010): 238-47. Print.Neubauer, Fernanda. Use-Alteration Analysis of Fire-Cracked Rocks. American Antiquity 83.4 (2018): 681-700. Print.Short, Laura, et al. Facile Residue Analysis of Recent and Prehistoric Cook Stones Using Handheld Raman Spectrometry. Journal of Raman Spectroscopy 46.1 (2015): 126-32. Prin t. Thoms, Alston V. Rocks of Ages: Propagation of Hot-Rock Cookery in Western North America. Journal of Archaeological Science 36.3 (2009): 573-91. Print.

How to Write White Papers People Actually Want to Read (Free Template)

How to Write White Papers People Actually Want to Read (Free Template) What’s the first thing that enters your mind when you hear â€Å"white paper†? If you’ve never written one before (or work at Dunder Mifflin), you might think plain printer paper.   And that’s †¦ well, technically, that’s accurate. The white papers we’ll be talking about today are different. These research-based reports (typically longer than a blog post but shorter than an ebook) are a staple content format for marketers. When they’re well-written, they’re powerful tools for solving problems, establishing authority, and generating leads. However, they’ve developed a poor reputation in some marketing circles. That’s because too many white papers are thoughtlessly churned out with an assembly-line mentality. Ever download something called a â€Å"white paper† that was actually a thin and poorly-disguised sales brochure? A lot of us have. In this post, youll learn how to write white papers that don’t suck. Instead of cranking out crap to meet ill-conceived content quotas, it will walk through how to plan, write, format, and promote quality white papers. Ones that actually get read, smash your business objectives, and make you a star for your organization. Plus, its based 100% on first-hand experience. How to Write White Papers People Actually Want to Read Table of Contents So, What Are White Papers, Exactly? Examples of Real-Life White Papers The White Paper Template Getting Started Writing Your White Paper Outline Research How to Write Your White Paper How to Format White Papers the Best Way Edit. Edit. Edit. Handing Off For Design Promotion So, What Are White Papers, Exactly? A white paper is a document that argues a specific position or solves a problem for its audience. They first originated as a type of official government document. According to Purdue Owl: Typically, the purpose of a white paper is to advocate that a certain position is the best way to go or that a certain solution is best for a particular problem. When it is used for commercial purposes, it could influence the decision-making processes of current and prospective customers. 7 Examples of Actual White Papers That explains that much. But, what does a white paper usually look like? Generally, they’re formatted as PDFs and look somewhat similar to an ebook or typical research report. Here are some samples: How to Win at Local SEO (Sundog Interactive you might recognize the author) LinkedIn Marketing Resources (a library of white papers) Citation Cleanup: Assessing the Damage, Estimating Your Project Timeline (Moz) Microsoft AI Platform: Build Intelligent Software (Microsoft) Google Security White Paper (Google) Coffee in America (Experian) Apple ProRes (Apple) Straight-forward stuff so far. DID YOU KNOW: You can manage marketing projects (including white paper development), plan deadlines, and schedule social promotion all on one marketing calendar with ? See how it works. This White Paper Template + Blog Post = Your Success In this post, well dig into the nuts and bolts of writing effective white papers. But first, be sure to grab your free white paper template (Word format). Then, use it to put all the advice in this post into practice.So, You’re Going to Write a White Paper. How Do You Get Started? Before you jump into writing, you have some planning to do. Sure, this takes time off from actually producing the work. It’s necessary though to ensure what you write is purposeful and effective. First Things First: White Paper Ideation Let’s figure out what you’re going to write about. This involves several steps. Figure Out Who You’re Writing For Who’s going to read your white paper? Ideally, your organization or agency should have an idea who your target audiences and customers are. If not, we’ve put together a comprehensive guide that might help. Identify Problems You Can Solve For Them Once you’ve identified your audience, think about what kinds of information they need from you. Secondarily, you might also tie that back into your own products or services. That sets you up at the solution to that problem. Generate Ideas When you know what problems to solve, you’ve got a purpose for your white paper. The next challenge, then, is to decide which ones to write about, and from which angle. A simple brainstorming session can help with this. Or, start by asking a few questions: Which problems are top priority?  Consider starting with ones that are most pressing or timely. Which problems can I tie back into my business?  Say your organization wants to be known as an authority on an area you’re new to. Or, maybe you have a new product or service offering coming out, and want to position yourself as the best option. Find ideas that align your goals with your audience’s. What are we experts on? If you have deep knowledge or expertise on an area you’re known for, a white paper can help reinforce that perception. Recommended Reading: The Best 30-Minute Content Marketing Brainstorming Process Determine If A White Paper Is Really the Best Content Format Before you get too far along, you might decide a different format would work better to reach your audience and achieve your goals. Follow this graphic to help decide if writing a white paper is the best approach: Next, Write Your Outline White papers are usually fairly long. The same outlining process you’d use for a shorter piece, like a blog post, will work here. You might need to make it a bit longer or more detailed, though, to avoid getting lost in your thoughts partway through. An effective white paper outline should include: Headline or working title: You don’t have to settle on a headline or title right away, but start with a working version that describes your topic. Our Headline Analyzer  can help. An executive summary: This is essentially a brief (200 words or so) description of what your white paper will be about. Think of it like a short pitch for why someone should write what you’re about to write. Your introduction: Which points will you touch on in your intro? These are what you’ll expand on in the body of your white paper. Section sub-headings: Like your headline, these don’t need to be final yet. But, you should have a clear idea of what you’ll discuss in each section. If your headline is the core problem you’ll solve, consider each sub-heading a sub-point or step toward resolving it. Beneath each sub-heading, include further bullet points clarifying exactly what you’ll write about. This is all about knowing what you want to say before you try to say it. Sidebars: White papers often include sidebars or breakout boxes with additional information or data tables, like what you’d find in a magazine. In each section, list any possible sidebar ideas you might have. This could include any research or data you’ll need to find (more on this in a bit). Conclusion: Summarize your key takeaways. If it’s appropriate, you might consider adding a call-to-action here, too. Recommended Reading: How to Write a Call to Action In a Template With 6 Examples Here’s what a hypothetical outline might look like: Do Your Research Good white papers are fact-based and research-driven. You’re not here to throw your opinions out to the world without data to back them up. Depending on what you’re covering, you might get by with nothing more than Google and your company’s own insights. If you want to take things to the next level, though, you’ll need to do deeper research. Let’s take a dive. Dig Into Research Reports Industry research reports can provide an excellent data-backed foundation for your content. Seek out research groups (such as Forrester) or professional organizations that produce original research. Then, cite relevant stats and findings where appropriate. Check Out Wolfram Alpha Wolfram Alpha  calls itself a â€Å"computational knowledge engine.† What does that mean? It’s a search engine for facts and data with calculation functionality built in. It’s an extremely robust and powerful tool for research. Check out some of these top-level categories for things it can do: While we can’t go too far in-depth on how to use Wolfram Alpha here, they have plenty of help guides and resources  to get you on your way. Make Use of Government Websites Depending on your industry, there are several government websites that might be helpful. Here’s a handful to consider: U.S. Small Business Administration American Fact Finder Bureau of Labor Statistics Do Your Own Original Research This is the most difficult option, but it can provide the most valuable results. If you have access to publically-available information, so does your competition. Original research you produced yourself, however, is uniquely powerful. Here are just a few benefits to original research: It establishes you and your organization as an authoritative source. Wouldn’t it be awesome if your white paper became a highly-linked source of information for others? It gives you something no one else has. And that would make your white paper much more valuable than something anyone could have slapped together spending an afternoon with Google. You’ll learn more about your audience and industry. Last year, we did a survey of our blog audience. We were then able to turn our findings into a 5,000+ word blog post. That’s long enough that it could have been a white paper, had we decided to publish it as one. It taught us a lot about our audience, too, including things we wouldn’t have learned otherwise. If you have the time and resources to do your own research study, Andy Crestodina of Orbit Media Studios has a fantastic guide to get you started. Recommended Listening: How to Boost Your Results With Original Research As A Marketing Tactic With Andy Crestodina From Orbit Media Studios [015] Now You're Ready to Format and Write This White Paper We’ve done a lot of things so far. Some of it even involved a little bit of writing. Mostly, though, we’ve spent our time getting ready to write. Writing a white paper isn’t easy. You’re now staring down an intense and involved project. If you’re writing in an industry where you’re not a subject matter expert, then your preparation (outlining, researching, and working with internal or client SMEs) is going to be even more important. You’ve got this, though. Flex those fingers, tap into your inner Hemingway, and let’s knock this thing out. Tap into your inner Hemingway and knock out an awesome white paper.How Do White Papers Differ From Writing Other Types of Content? We’ve touched on this a little earlier, but it’s worth repeating here. While there are some similarities, writing a white paper isn’t quite like writing a blog post, case study, research report, grocery list, or †¦ well, you get the point. It’s decidedly it’s own animal and should be treated as such. White papers should be: Professional in tone: This is formal, almost academic-style writing. Narrowly-focused: Pick one topic and explore it thoroughly. Fact-based:  Unverified claims don’t belong here. Data-backed: You don’t have to like math, but you have to love what numbers can do to make your writing stronger. Writing Your Title Or Headline Your headline is the first thing that will sell your white paper to your audience. You want to write something that conveys clear value up front and gets them to click. However, you also want to avoid anything that could be perceived as click bait, or overly casual. So, your headline should hit each of the following checkboxes: Establish a clear benefit to your reader: Why should they care? What’s in it for them to read past your title page? Including interesting stats or a strong action verb can help. Sound professional: Even if your blog or social media content is fun and light-hearted, a white paper should strike a professional tone. It doesn’t need to be sterile and lifeless, per se, but use your best judgment here. Set realistic expectations for your reader: If your headline reads, â€Å"Ten Ways Shipping Companies Can Deliver Faster Shipments,† you better go into detail on all ten tactics. You’d be surprised how many â€Å"white papers† throw a paragraph of text surrounded by images onto a page and call it good. If you’re going to create crap, just say up front you’re creating crap. Or better yet, don’t write your white paper at all. Commit to quality or stay home. Commit to quality or stay home.Let’s take a look at five hypothetical headline examples you can follow: How SaaS Companies Can Onboard 53% More Customers In 2017 Why Are Content Calendars Important For Marketing Teams 7 Ways Small Businesses Can Compete With Enterprise Corporations Why Companies Should Use Agile Project Management How Nonprofits Can Do Better Fundraising These examples aren’t wildly creative, but they all include at least one of the following: A clear benefit A stat or action verb A professional tone Writing Your Introduction Your intro should quickly hook your audience while covering the main points the rest of your document will cover. Here’s everything it should cover: State the problem your white paper intends to solve. To create added urgency, it should also touch on the consequences for not taking action.   Summarize the key areas your white paper will cover. Give a high-level overview of what readers can expect from start to finish.   Explain the benefits of reading your white paper. What will your reader be equipped to do after reading what you have to say? Writing Each Subsection Once you’ve hooked a reader’s attention with your intro, you’ll want to keep it. So, make sure each section delivers on the promises you made in your introduction. When you’re writing an (extremely) long-form piece, it can be easy to get lost. That’s why sticking to an outline is so important (and we do hope you spent some time putting one together). With thorough research and a strong outline in hand, you can make the actual writing exponentially easier. Let’s look at a hypothetical outline: How to Select a Veterinarian Find options in your area Research each one Make a call If we were to write this section, we’d start with a paragraph about the importance of selecting a good veterinarian. We’d then dedicate a paragraph or two (or more) to each sub-point. Following this order will ensure your writing flows well from one point to the next in a logical order. When writing each section, consider using bulleted lists to make text easy to skim. For example: This is an insightful point about your topic. Here’s another interesting piece of data. Finally, here is a third important takeaway. Continue until you’ve worked through each portion of your outline. How to Write White Papers People Actually Want to Read (Free Template) What’s the first thing that enters your mind when you hear â€Å"white paper†? If you’ve never written one before (or work at Dunder Mifflin), you might think plain printer paper.   And that’s †¦ well, technically, that’s accurate. The white papers we’ll be talking about today are different. These research-based reports (typically longer than a blog post but shorter than an ebook) are a staple content format for marketers. When they’re well-written, they’re powerful tools for solving problems, establishing authority, and generating leads. However, they’ve developed a poor reputation in some marketing circles. That’s because too many white papers are thoughtlessly churned out with an assembly-line mentality. Ever download something called a â€Å"white paper† that was actually a thin and poorly-disguised sales brochure? A lot of us have. In this post, youll learn how to write white papers that don’t suck. Instead of cranking out crap to meet ill-conceived content quotas, it will walk through how to plan, write, format, and promote quality white papers. Ones that actually get read, smash your business objectives, and make you a star for your organization. Plus, its based 100% on first-hand experience. How to Write White Papers People Actually Want to Read Table of Contents So, What Are White Papers, Exactly? Examples of Real-Life White Papers The White Paper Template Getting Started Writing Your White Paper Outline Research How to Write Your White Paper How to Format White Papers the Best Way Edit. Edit. Edit. Handing Off For Design Promotion So, What Are White Papers, Exactly? A white paper is a document that argues a specific position or solves a problem for its audience. They first originated as a type of official government document. According to Purdue Owl: Typically, the purpose of a white paper is to advocate that a certain position is the best way to go or that a certain solution is best for a particular problem. When it is used for commercial purposes, it could influence the decision-making processes of current and prospective customers. 7 Examples of Actual White Papers That explains that much. But, what does a white paper usually look like? Generally, they’re formatted as PDFs and look somewhat similar to an ebook or typical research report. Here are some samples: How to Win at Local SEO (Sundog Interactive you might recognize the author) LinkedIn Marketing Resources (a library of white papers) Citation Cleanup: Assessing the Damage, Estimating Your Project Timeline (Moz) Microsoft AI Platform: Build Intelligent Software (Microsoft) Google Security White Paper (Google) Coffee in America (Experian) Apple ProRes (Apple) Straight-forward stuff so far. DID YOU KNOW: You can manage marketing projects (including white paper development), plan deadlines, and schedule social promotion all on one marketing calendar with ? See how it works. This White Paper Template + Blog Post = Your Success In this post, well dig into the nuts and bolts of writing effective white papers. But first, be sure to grab your free white paper template (Word format). Then, use it to put all the advice in this post into practice.So, You’re Going to Write a White Paper. How Do You Get Started? Before you jump into writing, you have some planning to do. Sure, this takes time off from actually producing the work. It’s necessary though to ensure what you write is purposeful and effective. First Things First: White Paper Ideation Let’s figure out what you’re going to write about. This involves several steps. Figure Out Who You’re Writing For Who’s going to read your white paper? Ideally, your organization or agency should have an idea who your target audiences and customers are. If not, we’ve put together a comprehensive guide that might help. Identify Problems You Can Solve For Them Once you’ve identified your audience, think about what kinds of information they need from you. Secondarily, you might also tie that back into your own products or services. That sets you up at the solution to that problem. Generate Ideas When you know what problems to solve, you’ve got a purpose for your white paper. The next challenge, then, is to decide which ones to write about, and from which angle. A simple brainstorming session can help with this. Or, start by asking a few questions: Which problems are top priority?  Consider starting with ones that are most pressing or timely. Which problems can I tie back into my business?  Say your organization wants to be known as an authority on an area you’re new to. Or, maybe you have a new product or service offering coming out, and want to position yourself as the best option. Find ideas that align your goals with your audience’s. What are we experts on? If you have deep knowledge or expertise on an area you’re known for, a white paper can help reinforce that perception. Recommended Reading: The Best 30-Minute Content Marketing Brainstorming Process Determine If A White Paper Is Really the Best Content Format Before you get too far along, you might decide a different format would work better to reach your audience and achieve your goals. Follow this graphic to help decide if writing a white paper is the best approach: Next, Write Your Outline White papers are usually fairly long. The same outlining process you’d use for a shorter piece, like a blog post, will work here. You might need to make it a bit longer or more detailed, though, to avoid getting lost in your thoughts partway through. An effective white paper outline should include: Headline or working title: You don’t have to settle on a headline or title right away, but start with a working version that describes your topic. Our Headline Analyzer  can help. An executive summary: This is essentially a brief (200 words or so) description of what your white paper will be about. Think of it like a short pitch for why someone should write what you’re about to write. Your introduction: Which points will you touch on in your intro? These are what you’ll expand on in the body of your white paper. Section sub-headings: Like your headline, these don’t need to be final yet. But, you should have a clear idea of what you’ll discuss in each section. If your headline is the core problem you’ll solve, consider each sub-heading a sub-point or step toward resolving it. Beneath each sub-heading, include further bullet points clarifying exactly what you’ll write about. This is all about knowing what you want to say before you try to say it. Sidebars: White papers often include sidebars or breakout boxes with additional information or data tables, like what you’d find in a magazine. In each section, list any possible sidebar ideas you might have. This could include any research or data you’ll need to find (more on this in a bit). Conclusion: Summarize your key takeaways. If it’s appropriate, you might consider adding a call-to-action here, too. Recommended Reading: How to Write a Call to Action In a Template With 6 Examples Here’s what a hypothetical outline might look like: Do Your Research Good white papers are fact-based and research-driven. You’re not here to throw your opinions out to the world without data to back them up. Depending on what you’re covering, you might get by with nothing more than Google and your company’s own insights. If you want to take things to the next level, though, you’ll need to do deeper research. Let’s take a dive. Dig Into Research Reports Industry research reports can provide an excellent data-backed foundation for your content. Seek out research groups (such as Forrester) or professional organizations that produce original research. Then, cite relevant stats and findings where appropriate. Check Out Wolfram Alpha Wolfram Alpha  calls itself a â€Å"computational knowledge engine.† What does that mean? It’s a search engine for facts and data with calculation functionality built in. It’s an extremely robust and powerful tool for research. Check out some of these top-level categories for things it can do: While we can’t go too far in-depth on how to use Wolfram Alpha here, they have plenty of help guides and resources  to get you on your way. Make Use of Government Websites Depending on your industry, there are several government websites that might be helpful. Here’s a handful to consider: U.S. Small Business Administration American Fact Finder Bureau of Labor Statistics Do Your Own Original Research This is the most difficult option, but it can provide the most valuable results. If you have access to publically-available information, so does your competition. Original research you produced yourself, however, is uniquely powerful. Here are just a few benefits to original research: It establishes you and your organization as an authoritative source. Wouldn’t it be awesome if your white paper became a highly-linked source of information for others? It gives you something no one else has. And that would make your white paper much more valuable than something anyone could have slapped together spending an afternoon with Google. You’ll learn more about your audience and industry. Last year, we did a survey of our blog audience. We were then able to turn our findings into a 5,000+ word blog post. That’s long enough that it could have been a white paper, had we decided to publish it as one. It taught us a lot about our audience, too, including things we wouldn’t have learned otherwise. If you have the time and resources to do your own research study, Andy Crestodina of Orbit Media Studios has a fantastic guide to get you started. Recommended Listening: How to Boost Your Results With Original Research As A Marketing Tactic With Andy Crestodina From Orbit Media Studios [015] Now You're Ready to Format and Write This White Paper We’ve done a lot of things so far. Some of it even involved a little bit of writing. Mostly, though, we’ve spent our time getting ready to write. Writing a white paper isn’t easy. You’re now staring down an intense and involved project. If you’re writing in an industry where you’re not a subject matter expert, then your preparation (outlining, researching, and working with internal or client SMEs) is going to be even more important. You’ve got this, though. Flex those fingers, tap into your inner Hemingway, and let’s knock this thing out. Tap into your inner Hemingway and knock out an awesome white paper.How Do White Papers Differ From Writing Other Types of Content? We’ve touched on this a little earlier, but it’s worth repeating here. While there are some similarities, writing a white paper isn’t quite like writing a blog post, case study, research report, grocery list, or †¦ well, you get the point. It’s decidedly it’s own animal and should be treated as such. White papers should be: Professional in tone: This is formal, almost academic-style writing. Narrowly-focused: Pick one topic and explore it thoroughly. Fact-based:  Unverified claims don’t belong here. Data-backed: You don’t have to like math, but you have to love what numbers can do to make your writing stronger. Writing Your Title Or Headline Your headline is the first thing that will sell your white paper to your audience. You want to write something that conveys clear value up front and gets them to click. However, you also want to avoid anything that could be perceived as click bait, or overly casual. So, your headline should hit each of the following checkboxes: Establish a clear benefit to your reader: Why should they care? What’s in it for them to read past your title page? Including interesting stats or a strong action verb can help. Sound professional: Even if your blog or social media content is fun and light-hearted, a white paper should strike a professional tone. It doesn’t need to be sterile and lifeless, per se, but use your best judgment here. Set realistic expectations for your reader: If your headline reads, â€Å"Ten Ways Shipping Companies Can Deliver Faster Shipments,† you better go into detail on all ten tactics. You’d be surprised how many â€Å"white papers† throw a paragraph of text surrounded by images onto a page and call it good. If you’re going to create crap, just say up front you’re creating crap. Or better yet, don’t write your white paper at all. Commit to quality or stay home. Commit to quality or stay home.Let’s take a look at five hypothetical headline examples you can follow: How SaaS Companies Can Onboard 53% More Customers In 2017 Why Are Content Calendars Important For Marketing Teams 7 Ways Small Businesses Can Compete With Enterprise Corporations Why Companies Should Use Agile Project Management How Nonprofits Can Do Better Fundraising These examples aren’t wildly creative, but they all include at least one of the following: A clear benefit A stat or action verb A professional tone Writing Your Introduction Your intro should quickly hook your audience while covering the main points the rest of your document will cover. Here’s everything it should cover: State the problem your white paper intends to solve. To create added urgency, it should also touch on the consequences for not taking action.   Summarize the key areas your white paper will cover. Give a high-level overview of what readers can expect from start to finish.   Explain the benefits of reading your white paper. What will your reader be equipped to do after reading what you have to say? Writing Each Subsection Once you’ve hooked a reader’s attention with your intro, you’ll want to keep it. So, make sure each section delivers on the promises you made in your introduction. When you’re writing an (extremely) long-form piece, it can be easy to get lost. That’s why sticking to an outline is so important (and we do hope you spent some time putting one together). With thorough research and a strong outline in hand, you can make the actual writing exponentially easier. Let’s look at a hypothetical outline: How to Select a Veterinarian Find options in your area Research each one Make a call If we were to write this section, we’d start with a paragraph about the importance of selecting a good veterinarian. We’d then dedicate a paragraph or two (or more) to each sub-point. Following this order will ensure your writing flows well from one point to the next in a logical order. When writing each section, consider using bulleted lists to make text easy to skim. For example: This is an insightful point about your topic. Here’s another interesting piece of data. Finally, here is a third important takeaway. Continue until you’ve worked through each portion of your outline.