what is a white paper research

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White papers, working papers, preprints, journal articles: What’s the difference?

In this updated piece, we explain the most common types of research papers journalists will encounter, noting their strengths and weaknesses.

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by Denise-Marie Ordway, The Journalist's Resource February 25, 2022

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This tip sheet, originally published in May 2018, has been updated to include preprint research, a type of research featured often in news coverage of the coronavirus pandemic.

Journalists rely most often on four types of research in their work. White papers, working papers, preprints and peer-reviewed journal articles.

How are they different? And which is best?

Below, we explain each, pointing out its strengths and weaknesses. As always, we urge journalists to use care in selecting any research to ground their coverage and fact-check claims.

Peer-reviewed article

Peer-reviewed research — the kind that appears in academic journals and that we highlight here at The Journalist’s Resource — has undergone a detailed critique by scholars with expertise in the field. While peer-reviewed research is generally the most reliable, journalists should keep in mind that publication in a prestigious journal is no guarantee of quality and that no single university or research organization always does the best research on a given topic.

It is safe to assume, however, that articles published in top-tier journals have been reviewed and given a stamp of approval by a number of accomplished scholars. For journalists who are uncertain, we’ve put together a list of 13 questions  to ask to gauge the quality of a research article.

Keep in mind that not everything that appears in a scholarly journal has been peer reviewed. Journals publish various types of content, including book reviews, editorials, letters to the editor and, sometimes, even poetry.

Working paper

This broad category describes research papers that have not been peer reviewed or published in a journal. Working papers can be in various stages of completion. One might be ready for publication in a prestigious journal while another requires significant editing and other changes that could actually alter its main findings. Sometimes, working paper findings are so preliminary, authors will advise against citing their work .

Even so, working papers are a great way for journalists to gain access to new research quickly. The peer-review and publication process can take months to a year or longer, which means that by the time studies get published, their findings are sometimes not as useful or the data are old.

In choosing working papers, journalists should communicate with scholars about the progress of their research and how confident they are in their findings. It’s a good idea to seek corroboration from peer-reviewed research and to ask other researchers for help assessing a study.

A preprint is similar to a working paper in that it has not been vetted through a formal peer-review process. However, preprints tend to be more complete . Also, preprints submitted to public servers such as the Social Science Research Network and the health sciences server medRxiv get a cursory screening before they’re published online for public view.

Preprints, like academic journal articles, are assigned a Digital Object Identifier , or DOI, and become a permanent part of the scientific record.

White paper

A white paper is a report, often compiled by government agencies, businesses and nonprofit organizations, that outlines an issue and often explores possible solutions to a problem. For example, in November 2021, the federal Office of Community Oriented Policing Services released a white paper looking at factors that help or hinder law enforcement recruitment of Black Americans. Earlier in the year, the Advanced Technology Academic Research Center published a white paper on the American Rescue Plan ‘s widespread implications for government agencies.

In the business world, white papers also are used for marketing purposes — to describe a new product or approach, for instance, or diagnose a problem.

While a white paper can help journalists get up to speed quickly on an issue, it’s important to note some white papers advocate a specific position or policy change. Some rely on incomplete research or research that has not been peer reviewed.

Looking for more guidance on writing about research? Check out our tip sheets on covering biomedical research preprints amid the coronavirus and what journalists should know about peer review .

The Journalist’s Resource would like to thank Matthew Baum , the Marvin Kalb professor of global communications and professor of public policy at Harvard Kennedy School, for his help preparing this tip sheet.

About The Author

Denise-Marie Ordway

• Marketing and customer experience

white paper

• Nick Barney, Technology Writer

What is a white paper?

A white paper is an authoritative, research-based document that presents information, expert analysis and an organization or author's insight into a topic or solution to a problem. Companies or vendors use these papers in business-to-business ( B2B ) marketing models as part of a content marketing strategy. In these contexts, white papers are written to persuade clients, stakeholders, customers and prospective customers to purchase a product or service offered by the organization. They're also used to establish an organization's authority and thought leadership in a field.

White papers are more technical and in-depth than other types of content, such as blogs and case studies. They use research, statistics, expert opinions and original analysis to promote a product, service or methodology. These products and services are often referred to as solutions by technology vendors, as they are claimed to solve a client's particular issue.

White papers can be effective tools at multiple stages of the sales funnel . They generate sales leads at the top of the funnel, and they're good for nurturing leads already inside it. For instance, a company's blog post may include a call to action linking to a white paper to get a potential customer to make a purchase or to continue fostering a strong customer experience ( CX ).

Other organizations, such as research institutes, universities, nonprofit groups and government agencies, use white papers to present findings and guidance, and to propose policies and initiative. The term white paper most likely arose in England in the 19th century to distinguish shorter government reports from lengthy ones known as blue books .

Key characteristics of a white paper

White papers in business and technology are characterized by their extensive length and in-depth technical information. The following key characteristics are common in white papers:

• They have an authoritative and objective style that differentiates them from sales pitches and promotional content.
• They're written for a well-defined target audience with CX in mind.
• They're used before a sale for lead generation.
• They're generally at least 2,500 words long.
• They present educational information and facts before offering an expert analysis and proposed solution.
• They include references, citations and footnotes.
• They cite case studies and data, and use data visualization design elements, such as graphs and infographics to support analysis.
• They include numbered lists and bullet points with headings such as "10 Things You Need to Know."
• They use a narrative structure that feels like a factual story about an industry problem and its solution.
• They end with a call to action.

Main purpose of a white paper

Sales and content marketing professionals frequently create and use white papers. Information technology and other companies with complicated products tend to rely on white papers to explain in detail the benefits of their offerings and how they work.

White papers provide these other benefits that make them ideal sales and marketing tools:

• Build trust. White papers speak to readers with authority, using an educational approach, expert analyses and data-backed research.
• Generate leads. They offer valuable insights and data to potential customers who then look to the brand for more of this input.
• Nurture leads. When offered as free content, white papers help educate potential customers about a brand and its offerings.
• Propose solutions. They're a platform for companies to make the case for how their product and services solve specific issues. They let government agencies and nonprofit organizations propose new policies.
• Create brand visibility. White papers build brand awareness both for startups and established companies.
• Increase sales. White papers inform customers and potential customers, and move them closer to buying decisions.

Types of white papers

There are several types of white papers, including the following:

Problem-solution. This is a standard type of white paper that identifies a particular problem of the target audience and proposes a data-driven solution.

Thought leadership. These white papers are written to make an organization appear authoritative and visionary. Thought leadership white papers focus on a current issue or debate, explaining it in a way that informs the audience.

Backgrounder. These papers provide the technical evaluations, key takeaways and promotions of an organization's product or service.

Numbered lists. These are structured with headings and bullet points that highlight the key features of a product or service. For example, a white paper on load balancing , might be "3 Things You Need to Know About Load Balancers."

Technical paper. These white papers provide in-depth technical analyses of a product, service or technology. They are informational documents, written for people who use the product, service or technology on a daily basis.

Market research. The market research white paper is based on new or relevant original research findings that an organization thinks its customers and potential customers should be aware of. It's intended to educate readers about a specific subject matter and demonstrate authority.

Visionary. Visionary white papers reveal an organization's insightful thinking to readers. Similar to the thought leadership white paper, the goal of visionary white papers is to look beyond the scope of current issues toward where the writer thinks a debate or technology is headed.

Examples of white papers

Many professionals in the tech industry rely on white papers to stay educated and knowledgeable about current topics and evolving technology.

White papers often require a reader to fill out a registration form for access. These forms let organizations collect information about the people reading their content, such as a reader's company and role, so they have a better understanding of who their audience is.

Successful white paper examples include the following:

• Gartner's "Reinvent Strategic Workforce Planning."
• McKinsey & Company's "Developer Velocity: How software excellence fuels business performance."
• Satoshi Nakamoto's "Bitcoin: A Peer-to-Peer Electronic Cash System."
• TechTarget's " 2022-2023 Media Consumption and Vendor Engagement Study ."

How to create a white paper

Writing white papers involves the following steps:

• Define the target audience. Before writing, the author or organization should be aware of sectors the paper is targeting. Organizations often define their audience through customer segmentation .
• Select a topic. The writer selects a topic that is relevant to the target audience. For most companies, topics often center around the field or issue their product addresses. For instance, if a company is selling a network detection and response technology, and has a target audience of executives and IT professionals, a relevant topic would be cybersecurity, its risks and prevention.
• Research the topic. The author conducts extensive research to determine what the target audience wants to know about the topic and how to answer those questions. This research covers both the technical aspects of the topic and search engine optimization research if it's going to be posted online.
• Write a compelling introduction . White papers must have a compelling introduction and a concise, early declaration of the problem statement. A compelling introduction attracts a reader's attention, and a concise problem statement lets the reader know the purpose of the paper.
• Present data and analysis . The white paper should be filled with the most important information, data and original analyses. White papers rely on original research as well as other pieces of market, scientific and technical research available to the general public or hidden behind paywalls or membership requirements. A diversity of sources lends authority to a white paper and can strengthen an author's analysis. This research data should also be provided through engaging visuals such as graphs.
• Present a solution . After analyzing a topic, an author must offer a unique solution to the problem and recommendations for next steps. If a white paper is authoritative and educational enough, the reader will be prepared to learn how they might solve their own version of the problem statement.
• End with a call to action . White papers should end with a clear next step or call to action. This should be an action the reader can take immediately, such as requesting a free demo for a product or service, talking directly to a product expert or signing up for a newsletter. Getting the reader to take this step is the essential purpose behind a white paper.

White papers vs. e-books

White papers and e-books are two distinct, long-form content marketing tools that are often confused.

White papers

These in-depth reports typically aren't more than 20-30 pages and are usually shorter than e-books. White papers are more singularly focused on a topic and used in B2B business models to target specific audiences.

E-books are longer and broader in scope than white papers. For example, rather than focus on a specific problem within an industry, an e-book might focus on the industry itself. The target audience for e-books is also broader than the audience for white papers. For instance, e-books might offer how-tos and other kinds of guides for the general public. E-books are used more in business-to-consumer ( B2C ) contexts and tend to be more visually engaging than white papers.

White papers are an important part of generating leads for e-commerce companies. Learn how to create an e-commerce content strategy to improve sales .

Continue Reading About white paper

• 5 customer journey phases for businesses to understand
• 21 lead generation tools to fill the sales funnel
• Sales funnel vs. flywheel: How sales and marketing has evolved
• B2B vs. B2C e-commerce: What's the difference?
• 5 examples of e-commerce content marketing strategies

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How to Write a Compelling White Paper: Step-by-Step Guide

A white paper is an authoritative document designed to inform and persuade stakeholders by providing in-depth research and solutions to specific problems. Key elements include the title, abstract, introduction, problem statement, solution, conclusion, and references. Creating a detailed outline is essential for organization and effectiveness. Writing and formatting tips include using clear language, supporting claims with data, and incorporating visuals. Templates and examples can guide the structure and design. The time required to write a white paper varies based on complexity and research needs. Understanding how to write a white paper ensures the creation of a professional and impactful document.

White papers are authoritative documents designed to inform and persuade stakeholders by providing in-depth research and insights on specific issues. They play a crucial role in business and technical fields, helping companies establish thought leadership, generate leads, and drive decision-making.

Understanding how to write a white paper is essential for businesses looking to present comprehensive analyses and propose solutions to complex problems. This guide covers every aspect of writing a white paper, from defining its purpose to finalizing its format. You’ll learn how to create a white paper document, including the essential steps and key elements involved.

We’ll also explore how to format a white paper to ensure it is professional and engaging. Whether you’re wondering how to write a white paper outline or seeking a how to write a white paper example or template, this guide provides detailed instructions and tips. Finally, we’ll discuss how long does it take to write a white paper, offering time estimates based on various factors. By the end of this guide, you’ll have a clear understanding of how to write a technical white paper and be equipped with the tools to create an impactful document.

What is a White Paper?

1. Detailed Definition

A white paper is an authoritative document that addresses a specific issue, provides comprehensive analysis, and proposes a well-supported solution. Originating from governmental use, white papers are now a staple in various industries, including technology, finance, and healthcare. They serve multiple purposes, such as educating stakeholders, influencing decision-making, and establishing thought leadership.

White papers are distinct from other forms of reports due to their depth and detail. They are typically targeted at a professional audience looking for detailed information and insights on a particular topic. Understanding how to write a white paper involves structuring the document to communicate complex ideas and data effectively.

2. Historical Context and Evolution

White papers have their roots in early 20th-century Britain, where they were used by the government to present policy proposals and legislative intentions. The term “white paper” was introduced to distinguish these concise reports from the more detailed “blue books” and preliminary “green papers.” One of the earliest examples is the 1922 Churchill White Paper, which outlined Britain’s policy in Palestine.

Over the years, white papers evolved beyond government use to become essential tools in business and technology sectors. Companies use white papers to present detailed analyses, propose solutions, and establish authority on specific subjects. For example, in the technology industry, white papers often detail new technologies, such as AI algorithms or blockchain platforms, providing comprehensive overviews for investors, users, and regulators​.

3. Common Uses in Different Industries

White papers serve multiple purposes across industries. In technology, they explain complex products and innovations. In finance, they analyze market trends and investment strategies. In healthcare, they discuss medical advancements and regulatory changes. Understanding how to write a technical white paper can help you tailor the document to your industry’s needs.

Mastering how to write a white paper outline ensures your document is organized and effective. Whether you’re creating a how-to-write, a white paper example for internal use or a public how-to-create white paper document, the principles remain the same. Use clear language, support your claims with data, and structure your content logically.

By following these guidelines, you can produce white papers that establish your authority and engage your audience. This foundation will help you understand how to format a white paper and make it compelling and informative.

How to Create a White Paper Outline

1. Importance of an Outline

Creating a detailed outline is crucial for the success of your white paper. It helps organize your thoughts and ensures a logical flow of information. An effective outline acts as a roadmap, guiding you through the writing process and keeping your content focused. This is an essential step in mastering how to write a white paper. A well-structured outline allows you to break down complex information into manageable sections, making the writing process smoother and more efficient.

2. Step-by-Step Process to Create an Outline

Define the purpose and audience.

Start by identifying the purpose of your white paper and understanding your target audience. Knowing how to create a white paper involves tailoring your content to meet the specific needs and interests of your readers. Ask yourself what problem your white paper aims to solve and who will benefit from it. This clarity helps you to craft the content that resonates with your audience and achieves your objectives.

Research and Gather Information

Thorough research is the backbone of any effective white paper. Collect data, case studies, and expert opinions that are relevant to your topic. This is a key aspect of how to write a technical white paper, as it provides the necessary evidence to support your arguments. Use credible sources and ensure your information is up-to-date. Organize your research material into categories to make it easier to reference during the writing process.

Organize Sections Logically

Structuring your white paper logically is essential for readability. Begin with a strong introduction that outlines the topic and its significance. Follow with a detailed problem statement explaining the issue at hand. The main body should present the proposed solution, supported by data and examples. Conclude with a summary of key points and actionable recommendations. This logical flow is vital in formatting a white paper effectively.

Detail Each Section with Key Points

Break down each section into key points or sub-sections. For example, in the problem statement, list the specific challenges your audience faces. In the solution section, outline the steps or strategies you recommend. This detailed approach is crucial in how to write a white paper outline as it helps maintain focus and ensures that all relevant aspects are covered comprehensively.

Introduction:

• Define the topic.
• State the purpose.
• Outline the main points.

Problem Statement:

• Describe the problem.
• Explain why it matters.
• Provide context and background.

Solution/Approach:

• Present the proposed solution.
• Support with data and case studies.
• Explain the benefits and advantages.

Conclusion:

• Summarize key points.
• Offer actionable recommendations.
• Highlight the importance of the solution.

References and Appendices:

• List all sources.
• Include additional data or documents.

Creating a detailed outline is a fundamental step in writing a white paper. It ensures that your document is well-organized and easy to follow. Whether you are developing a white paper example or using a white paper template, a comprehensive outline helps structure your content effectively. By following these steps, you can produce a white paper that is clear, persuasive, and impactful, meeting the needs of your target audience and achieving your communication goals.

Writing and Formatting Tips for a White Paper

1. Writing Tips

A) use clear and concise language.

Effective white papers are easy to read. Use simple language and avoid jargon. This is essential when learning how to write a white paper.

b) Adopt an Engaging and Persuasive Tone

Engage your readers with a compelling narrative. Use a tone that persuades and keeps them interested. This is particularly important in writing a technical white paper, where maintaining reader interest can be challenging.

c) Support Claims with Data and Evidence

Back up your arguments with solid data, statistics, and credible sources. This adds credibility and supports your conclusions. Knowing how to create a white paper document involves extensive research to gather this supporting information.

2. Formatting Tips

A) consistent style and structure.

Maintain a uniform style throughout your white paper. Consistent formatting makes your document look professional. Understanding how to format a white paper is crucial to achieving this consistency.

b) Use Headings, Subheadings, and Bullet Points

Break up text with headings, subheadings, and bullet points. This improves readability and helps readers quickly find the information they need. When considering how to write a white paper outline, plan these elements carefully to enhance the document’s structure.

c) Incorporate Visual Elements

Use charts, graphs, and images to illustrate key points. Visual aids make complex information more digestible and can enhance engagement. Examples of how to write a white paper example often include these elements to demonstrate best practices.

3. Additional Writing Tips

A) draft and revise.

Write multiple drafts and revise them. Editing improves clarity and ensures your message is communicated effectively. This step is essential in how to write a white paper and ensures the final product is polished.

b) Use a Professional Tone

Maintain a formal and professional tone throughout your white paper. This will enhance your credibility and appeal to your target audience.

c) Cite Sources Properly

Always cite your sources. This not only gives credit where it’s due but also strengthens your arguments by showing the depth of your research. Proper citations are a key part of how to create a white paper document that is authoritative and reliable.

4. Additional Formatting Tips

A) create a table of contents.

For longer white papers, include a table of contents. This helps readers navigate the document easily and find sections of interest quickly.

b) Ensure Visual Consistency

Make sure that all visual elements are consistent in style and format. This uniformity contributes to a professional appearance and enhances readability.

c) Proofread Thoroughly

Check your white paper for grammatical errors and typos. A well-proofread document reflects attention to detail and professionalism. This is an important aspect of how to write a white paper template that will be used as a model for future documents.

By following these writing and formatting tips, you can create a compelling and professional white paper. Whether you’re seeking a white paper example or developing your own template, these guidelines will help ensure your white paper is effective and well-received. Additionally, considering how long does it take to write a white paper depends on the thoroughness of your writing and formatting efforts. Proper planning and attention to detail can streamline the process and enhance the quality of your final document.

Examples and Templates for White Papers

1. Overview of Useful Templates

Using a template can significantly streamline the process of writing a white paper. Templates provide a pre-designed structure, ensuring that your document is organized and professional. Many resources offer how to write a white paper template that includes essential sections like the introduction, problem statement, solution, and conclusion. These templates can be customized to fit the specific needs of your project, helping you learn how to format a white paper effectively.

2. Analysis of Successful White Paper Examples

Examining successful white papers can provide valuable insights into what works well. For instance, looking at how to write a white paper example from leading companies can show you how to present data, structure your arguments, and use visual elements. Effective white papers often feature clear problem statements, well-supported solutions, and concise conclusions. By studying these examples, you can learn how to create a white paper document that engages and persuades your audience.

Here are some key elements found in successful white papers:

• Clear and Compelling Titles: Titles that grab attention and reflect the content.
• Structured Content: Logical flow with clear headings and subheadings.
• Visual Elements: Charts, graphs, and images to illustrate key points.
• Credible Data: Well-researched and sourced information to support claims.
• Professional Formatting: Consistent style and clean layout.

3. Links to Downloadable Templates

Several platforms offer downloadable templates to help you get started. Websites like Visme , HubSpot , and Piktochart provide a variety of templates tailored to different industries and purposes. These templates serve as a white paper outline, guiding you through each section and ensuring nothing is overlooked.

• Visme: Offers customizable templates with a focus on visual elements.
• HubSpot: Provides comprehensive templates that include tips for each section.
• Piktochart : Features visually appealing templates that can be easily modified.

Using these resources, you can find a template for writing a white paper that fits your needs, making the process of writing and formatting your white paper more manageable.

4. Practical Tips for Using Templates

When using a template, customize it to match your brand’s voice and style. Ensure that all sections are relevant to your topic and audience. Templates are a starting point; your unique insights and detailed research make the white paper valuable.

Remember, templates can guide the writing of a technical white paper by providing a structure that highlights technical details clearly and concisely. This ensures that even complex information is presented understandably.

In conclusion, leveraging templates and examples is an effective way to learn how to write a white paper. They provide a solid foundation, ensuring your document is well-organized and professional. By customizing these tools to fit your specific needs, you can create a compelling and persuasive white paper that stands out.

How Long Does it Take to Write a White Paper?

1. Complexity of the Topic

The complexity of your topic plays a significant role in determining the length of a white paper. Technical subjects or those requiring deep analysis take more time. Understanding how to write a technical white paper often involves extensive research and detailed explanations, which can lengthen the process.

2. Amount of Research Required

The more research is needed, the longer it will take. High-quality white papers rely on credible data and thorough analysis. When considering how to create a white paper document, factor in the time required to gather and verify information from reliable sources. This step is crucial in how to write a white paper that is both informative and persuasive.

3. Writer’s Experience

Experienced writers may complete a white paper more quickly than novices. They know how to format a white paper and can efficiently structure their content. Familiarity with how to write a white paper outline also speeds up the process. Conversely, less experienced writers might need additional time to learn these aspects.

4. Average Time Estimates

Writing a white paper typically takes between a week and several months. Here’s a breakdown of what influences this timeline:

• Simple Topics: Can be completed in 1-2 weeks. These require less research and have straightforward solutions.
• Moderately Complex Topics: Usually take 3-6 weeks. These involve more detailed research and data analysis.
• Highly Complex Topics: This may take 2-3 months or longer. These require extensive research, multiple drafts, and reviews.

For example, if you’re writing a white paper on a new technology, you’ll need to account for the time needed to gather data, analyze trends, and consult with experts. Similarly, using a white paper template can help streamline some processes but won’t eliminate the need for thorough research and review.

5. Efficient Writing Tips

To manage your time effectively, follow these tips:

• Set Clear Deadlines: Break down the project into smaller tasks with specific deadlines.
• Use Templates: Leverage how to write a white paper template to structure your document efficiently.
• Conduct Parallel Tasks: Research while outlining to streamline the process.
• Seek Feedback Early: Get input from stakeholders during the drafting phase to avoid major revisions later.

Understanding how to write a white paper involves recognizing the time investment required for each phase of the project. By planning and using available resources wisely, you can produce a high-quality white paper within a reasonable timeframe. Whether you’re crafting a white paper outline or detailing how to create a white paper document, managing your time effectively is key to success.

Writing a compelling white paper involves several crucial steps. First, understanding how to write a white paper requires defining its purpose and audience. Thorough research and a structured outline are essential. The key elements of a white paper include a clear title, an engaging introduction, a detailed problem statement, a well-supported solution, and a concise conclusion.

To create an impactful white paper, maintain clear and concise language throughout. Use a professional and persuasive tone to engage your readers. Support your arguments with credible data and sources. Ensure proper formatting with consistent styles and use headings, subheadings, and bullet points to improve readability. Visual aids like charts and graphs can enhance understanding and retention of information.

Understanding how to format a white paper and how to write an outline is crucial. These steps help organize your content logically and make it easier for readers to follow. Whether you’re using a white paper template or creating one from scratch, these guidelines will ensure your document is professional and effective.

Armed with these insights and tips, you are now ready to start writing your white paper. Remember, the process may take time, especially depending on how long it takes to write a white paper based on its complexity and the amount of research required. However, with a well-defined outline and thorough research, you can produce a white paper that effectively communicates your message and establishes your authority in the field.

If you’re ever unsure about how to write a white paper, refer back to this guide. By following these structured steps and tips, you can confidently create a white paper document that is both informative and persuasive. 

Ready to craft your own white paper but need expert assistance? Check out Content Whale , one of the top content writing services in the US , for professional writing help that can create impactful and persuasive documents. Let their expertise elevate your content and drive your business success.

What is the Primary Purpose of a White Paper?

The main goal of a white paper is to inform and persuade. It addresses a specific problem and presents a well-researched solution. Knowing how to write a white paper helps establish authority and credibility in your industry. White papers are often used to influence decision-makers and generate leads.

How Detailed Should the Problem Statement Be in a White Paper?

The problem statement should be clear and detailed. It sets the stage for the rest of the document. A thorough problem statement includes background information, context, and the significance of the issue. This is a crucial step in creating a white paper that effectively communicates the importance of the topic.

Can I Use Images and Charts in a White Paper?

Yes, incorporating images and charts enhances understanding and engagement. Visual aids help illustrate complex data and support your arguments. When learning how to format a white paper, make sure to use high-quality visuals that are relevant to your content.

How Often Should I Update My White Paper?

Updating your white paper regularly ensures it remains relevant and accurate. The frequency of updates depends on the topic. For rapidly changing fields, consider reviewing and updating the document every 6 to 12 months. This practice is part of maintaining a high-quality white paper.

Is it Necessary to Hire a Professional to Write a White Paper?

Hiring a professional can be beneficial, especially if the topic is complex or if you lack writing experience. Professionals know how to write a white paper outline, conduct thorough research, and present information clearly. They can also ensure the document is formatted correctly. However, with the right resources and dedication, you can learn how to write a white paper example and create a high-quality document yourself.

Understanding these FAQs can help you navigate the process of how to write a white paper effectively. Whether you’re starting from scratch or looking for a how to write a white paper template, these insights will guide you in creating a compelling and professional document.

I am currently pursuing my Masters in Communication and Journalism from University of Mumbai. I am the author of four self published books. I am interested inv writing for films and TV. I run a blog where I write about film reviews.

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How to Write and Format a White Paper: The Definitive Guide

Table of Contents

What is a white paper, use and value, how to select a white paper topic:, white paper preparation, white paper format, final thoughts.

You’re ready to compile and share your company’s deep knowledge of your industry. A white paper seems like the perfect format. It’s a useful product that highlights your company’s expertise and a valuable marketing tool.

But how do you transform your knowledge into white paper content?

White papers are similar but distinct from business reports . In order to write a successful one, you need to understand the difference and include key elements. This article will help you decide if a white paper is right for you and how to prepare and produce one.

To write a white paper, thoroughly research a topic and propose a comprehensive solution in a well-structured, factual, and persuasive document.

A white paper should include: 1. Title (accurate but enticing) 2. Abstract (including the Problem Statement) 3. Background (may be detailed and technical or broad and high-level, depending on audience) 4. Solution (the ‘ta-da’ moment of the white paper) 5. Conclusion (the summary of findings) 6. References (using the correct industry format)

A white paper is an authoritative document intended to fully inform the reader about a particular topic. It combines expert knowledge and research into a document that argues for a specific solution or recommendation.

The white paper allows the reader to understand an issue, solve a problem, or make a decision.

White papers are data-centric, text-heavy business documents. Due to a large amount of data and research, white papers are deep reads and tend to have a formal tone.

Businesses write white papers both to record expertise and to market themselves to prospective customers.

White papers are generally written for an audience outside of the business. Therefore, they are a tool to attract readers to the company by offering top-quality industry knowledge.

However, a white paper is not a sales pitch. It sells the company by highlighting the internal expertise and valuable recommendations, not by bidding for business.

Sales Pitch: 8 Ways ABC Marketing will save money on your social media budget

White paper: Social Media Advertising: Matching marketing needs and platforms

Write an actual white paper with individual instructor guidance.

Our Report Writing Course includes written and live instructor feedback.

Choosing the right topic is essential to have your white paper read. There are three major factors:

1. Audience

As with any business writing, your audience is your first consideration. The white paper must be written with a target reader in mind. The audience may be long-time customers familiar with the industry or new prospective buyers who are entirely new to the field.

Reflect on the reader’s pain points or major questions. Within these topics, look for ones that have not been fully investigated or the available information is out-of-date.

2. Expertise

Your white paper should match and highlight your company’s expertise.

The entire document should provide a complete investigation, including external research and internal knowledge. The business’s own know-how informs the content that is included and how it is compiled.

3. Problem-based and solution-focused

White papers should identify and address a particular problem. The problem should be relevant and timely in your field. The document may focus on issues such as common dilemmas, new trends, changing techniques, and industry comparison.

The white paper must have a proposed solution or recommendation to answer the problem. This solution is based on thoroughly examining the problem and potential solutions.

The selected topic must be thoroughly researched. Information should be pulled from online references, industry resources, and internal documents. White papers are data-focused, so they should be supported by significant research.

There’s no hard and fast rule on citations, but you need to cite any information that is not public knowledge and that you didn’t know before beginning your research. However, understand that the reader’s confidence will likely increase with an increasing number of cited references.

Of course, all resources must come from authoritative sites. To write a valuable document, all research materials must be from credible, reliable sources.

Read other white papers

Are there white papers covering your topic or area already? Read them to determine the knowledge gaps and the opportunities to build on existing content. This review will also ensure that your white paper is novel instead of redundant.

Use a mind-map

It can be overwhelming to keep track of the many sources, ideas, and content involved in preparing a white paper. A helpful organizational tool is the mind map. A mind map lets the writer catalog and connect the many pieces into one visual overview.

We suggest using the free tool MindMeister to organize your content. It’s simple to use and free.

FreeMind is another alternative, but some organizations don't allow it to be used since it must be downloaded.

Don't forget visual elements

When designing a white paper, the written content is most important. However, taking the time to create an aesthetically pleasing design cannot be ignored. It should be remembered that the visuals used can greatly contribute to the overall impact of your white paper. Using visual elements such as images, animations, videos, charts, and graphs that reinforce and illustrate arguments can greatly increase clarity for the reader while making key points stand out.

White papers generally follow a standard document format. The content order may seem similar to other business reports, but there is one major difference:

A white paper places the conclusion at the end.

Many business communications, such as technical reports or proposals, include the main conclusion at the beginning of the document. This order responds to the reader's desires and preference for receiving the information.

In a white paper, the content and research inform the reader and increase their understanding of the problem throughout the document. The final section provides the ‘ta-da!’ moment when the reader receives the solution, which is supported by the evidence in the document.

The reader’s journey and preferences in a white paper and business report differ, and the major findings follow suit.

If you’re unsure of these distinctions or want to improve your business writing skills, consider enrolling in our online self-paced Technical Report Writing Course (see all of our courses here ).

And, no matter the journey, the document must be easy to understand and include informative headings for easy navigation.

Choose an accurate title

A good title is essential. It should clearly indicate what the reader will learn from the white paper and be enticing.

Bland title example: White paper on Law 123.4 Referencing Environmental Impact Assessments.

Enticing title example: The Rules are Changing: White Paper on the Environmental Impact Assessment Legislation Proposals in 2018

The phrase ‘white paper’ does not necessarily need to be in the title. Some audiences are seeking that authoritative indicator, while others may be scared off from valuable content because of the term. As always, think of what your audience would prefer.

The abstract offers a brief overview of the white paper’s main points. It allows the reader to ensure they have found a document relevant to their needs. After reading, the reader should be able to know if they are ‘in the right place.’

Problem statement

The problem statement specifies the issue the white paper will address. It needs to be defined and placed in a context to ensure the reader understands it.

This section provides the background information required for the audience to grasp the problem and, ultimately, the solution. The content may be detailed and technical or broad and high-level. The content depends on the reader and the problem.

The methods should be communicated if original research is completed for the white paper.

The ‘ta-da’ moment of the white paper.

The solution is now presented based on the preceding information. It is developed and argued for using the evidence gathered and the expertise of the author and their company.

This section summarizes the white paper’s major findings. Recommendations based on the solution are provided.

This section must include all sources used to develop the white paper. Citing sources adds validity to the document and gives the reader content for further research. Depending on your industry, follow MLA or APA citation formats. 

Write any complex document and get feedback on your actual business writing.

Writing a good white paper is not a simple task. However, investing time and skill can produce a valuable document that shares your company’s knowledge, contributing to overall education and progress in your industry. A good white paper also increases business opportunities.

As you develop an informational document such as a white paper, it's helpful to strengthen your writing process with our Report Writing Course . 

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What Is a White Paper?

Purpose of a white paper, how to write a white paper, the bottom line.

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White Paper: Types, Purpose, and How to Write One

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

Thomas J Catalano is a CFP and Registered Investment Adviser with the state of South Carolina, where he launched his own financial advisory firm in 2018. Thomas' experience gives him expertise in a variety of areas including investments, retirement, insurance, and financial planning.

Investopedia / Michela Buttignol

A white paper is an informational document issued by a company or not-for-profit organization to promote or highlight the features of a solution, product, or service that it offers or plans to offer.

White papers are also used as a method of presenting government policies and legislation and gauging public opinion.

Key Takeaways

• A white paper promotes a certain product, service, or methodology to influence current and prospective customer or investor decisions.
• Three main types of white papers include backgrounders, numbered lists, and problem/solution white papers.
• A white paper provides persuasive and factual evidence that a particular offering is a superior product or method of solving a problem.
• White papers are commonly designed for business-to-business (B2B) marketing purposes between a manufacturer and a wholesaler, or between a wholesaler and a retailer.

White papers are sales and marketing documents used to entice or persuade potential customers to learn more about a particular product, service, technology, or methodology.

White papers are commonly designed for business-to-business (B2B) marketing purposes between a manufacturer and a wholesaler , or between a wholesaler and a retailer. It can provide an in-depth report or guide about a specific product or topic and is meant to educate its readers.

The facts presented in white papers are often backed by research and statistics from reliable sources and can include charts, graphs, tables, and other ways of visualizing data. A white paper can communicate an organization’s philosophy or present research findings related to an industry.

Types of White Papers

A startup , large corporation, or government agency will use white papers differently. There are three main types of white papers: backgrounders, numbered lists, and problem/solution white papers.

Backgrounders detail the technical features of a new product or service. Designed to simplify complicated technical information, they are used to:

• Support a technical evaluation
• Launch a product
• Promote a product or industry leader

Numbered lists highlight the key takeaways of a new product or service, and are often formatted with headings and bullet points such as the following familiar format:

• 3 Questions to Ask
• 5 Things You Need to Know

Problem/solution papers identify specific problems faced by potential customers and suggest a data-driven argument about how a featured product or service provides a solution to:

• Generate new sales
• Educate salespeople on product characteristics
• Build industry interest

White papers differ from other marketing materials, such as brochures. Brochures and traditional marketing materials might be flashy and obvious, but a white paper is intended to provide persuasive and factual evidence that solves a problem or challenge.

White papers are commonly at least 2,500 words in length and written in an academic style.

A white paper should provide well-researched information that is not found with a simple Internet search and has a compelling narrative to keep the reader’s attention. The author of a white paper should:

• Research and fully define the topic
• Create an accurate outline of information
• Write an attention-grabbing introduction
• Format the paper for easy reading
• Revise and proofread

What Is an Example of a White Paper?

All of the documents listed below, publicly available on Microsoft’s website, focus on aspects of the company’s suite of cloud services. In contrast with brochures, these white papers don’t have a clear sales pitch. Instead, they dive into relevant topics, such as cloud security, hybrid clouds, and the economic benefits of adopting cloud computing.

• Digital Transformation and the Art of the Possible
• Harvard Business Review Analytic Services: Drive Agility and Innovation with ERP in the Cloud
• IDC: The Business Value of Migrating and Modernizing with Azure

How Have New Industries Used White Papers?

Cryptocurrencies have also been known to publish white papers during initial coin offerings (ICOs) and frequently issued white papers to entice users and “investors” to their projects.

Bitcoin famously launched a few months after the pseudonymous Satoshi Nakamoto issued its famous white paper online in October 2008.

Why Is It Called a White Paper?

White papers may have developed from the use of “Blue Papers” in 19th century Britain, where a Parliament report cover was blue. When a topic for the government was less serious, the blue cover was discarded and published with white covers. These reports were called White Papers. In the United States, the use of government white papers often means a background report or guidance on a specific issue.

A white paper is an informational document issued by a company, government agency, or not-for-profit organization to promote the features of a solution, product, or service that it offers or plans to offer. The facts presented in white papers are often backed by research and statistics from reliable sources and are commonly written in one of three formats: backgrounders, numbered lists, and problem/solution papers.

Bitcoin.org. " Bitcoin: A Peer-to-Peer Electronic Cash System ."

Michigan State University. " Finding British Parliamentary Papers in the M.S.U. Libraries, Collections Guide No. 6 (Advanced): Parliamentary, or Sessional Papers--Discussion ."

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What is a whitepaper?

How to write a whitepaper—and what you can expect it to do for your business..

Whenever I say the word whitepaper, I often get glazed-over looks, weird nodding motions, and get-me-out-of-here body language. And sure, a whitepaper isn't as glamorous as a data report or as relatable as a blog post, but don't knock it till you've tried it.

I've written several whitepapers (also known as special reports or research reports) over the years, and they're actually pretty interesting to research and write, especially if you love doing deep dives into topics.

And when done properly, whitepapers generate quality leads that will advance through the sales process. Here's everything you need to know about whitepapers.

Benefits of a whitepaper

A customer will read a whitepaper because it educates them on something they want to know more about. But in the process, whitepapers help potential customers learn more about your product, service, or solution and persuade them to take the next step in their buying journey. 

Here are the primary benefits for your business:

It positions you as an authority in your industry, demonstrating that you understand your customers' problems and how to solve them.

It increases awareness of your solution to those problems.

It builds brand trust by helping prospects make an informed buying decision.

When should you use a whitepaper?

Let's say you have a coffee shop. Coffee is a product that speaks for itself—anyone walking by can smell what you're brewing and decide if it's enticing or not. But if your offering is less tangible and more knowledge-based, then you'll need a different way to draw in customers and display your expertise. Whitepapers are a great solution.

Whitepaper examples

Here are two whitepaper examples, to give you a sense of what they look like.

Whitepaper example: Jiminny

Whitepaper example: Highspot

Whitepaper vs. eBook vs. blog post: What's the difference?

You have a bunch of options for written content—a whitepaper is only one of them. 

A blog post is lighter in tone, shorter in length, and never gated. While blog posts vary in length, they're generally shorter than eBooks or whitepapers—and they tend to be hyper-focused on a specific topic.

An eBook can also be light in tone, but it's longer and usually gated. It digs deeper into a topic or might present information on a broader collection of topics. It also often has a lot of visuals to support the text.

A whitepaper is often more authoritative in tone, is longer, and cites research from start to finish. 

The 3 main types of whitepaper

Once you've decided you need a whitepaper, you'll need to figure out which type of whitepaper you want to develop. You can map it to the stage of the customer journey you're targeting.

Numbered list whitepaper

This type of whitepaper presents a set of points about a specific topic of interest to your audience, often leaning heavily on industry trends.

Funnel stage: Awareness . This roundup style is often used to nurture prospects in the early stages of the customer journey—folks who are looking for general industry information and want to be better informed.

Problem/solution whitepaper

This type of whitepaper recommends a new or better solution for a challenging business or technical problem. 

Funnel stage: Consideration . This type of whitepaper is often used to attract and educate prospects in the middle stages of the buying journey: they know they have a problem, and they're researching ways to meet their challenges and goals. 

Backgrounder  

This type of whitepaper explains the technical features of a product or service and its related benefits. 

Funnel stage: Decision . This is useful for prospects comparing a shortlist of solutions near the end of the customer journey: they want more information about your specific product or service.

There are also loads of business-savvy chimeras that combine aspects of each of these types. Don't feel pigeon-holed, but use these three types as guidance for how to think about developing your whitepaper.

How to write a whitepaper

Now it's time to sit down and write the thing. But how exactly do you do that? First, keep in mind that writing a whitepaper takes longer and is much more intense than writing a blog post. You're not going to bang it out in one sitting, so before you begin the process, it's best to have a roadmap to keep you on track.

1. Select a topic and style

Choosing the right topic for your whitepaper directly influences the results. If you select a topic of serious interest to your ideal audience, you'll generate lots of leads and insights. Otherwise, you'll have wasted your time on a long piece of content.

Ask yourself:

Do I need something to explain how my product solves a problem for a specific audience to attract new leads? 

Do I need a well-researched report to nurture prospects until they're ready to buy? 

Is there a complex feature that prospects need to understand thoroughly before making their final buying decision? 

These questions will help you identify which type of whitepaper to write and what topic to write about.

2. Do your research

To write about a topic well, you'll need to understand it through and through. Complete thorough research before diving into any actual writing: read other papers on the topic, interview subject matter experts, or conduct a survey. Search for data, surveys, and research studies from authoritative industry sources to help build your argument and prove your whitepaper's premise. 

If your whitepaper reads like a blog post, with minimal citations and a lack of authoritative sources, readers won't see you as a valuable source of information.

3. Create an outline

Here's a standard whitepaper format:

Introduction

Executive summary

Various sections (and subsections) throughout the body, guided by your research

Somewhere in your whitepaper (usually at the beginning or end), you'll also want a section about your company. How prominent this description is will depend on the type of whitepaper you're writing, but you want people to know who's providing this valuable resource.

Also in your outline, indicate where you'll want graphics and what you think those graphics should demonstrate or represent. This will help you kick off the design aspect earlier, so there isn't a design bottleneck once you've completed the whitepaper.

4. Get feedback

Always run your outline by other stakeholders before moving forward. (If you have a sales or customer support team, they're great resources because they have their finger on the pulse of customer pain points.) Now's your chance to get everyone on the same page, brainstorm any gaps in the content, or see a different perspective on a given topic.

If you do this before writing, it'll save you a lot of time and effort down the line.

5. Write your whitepaper

With that feedback in hand, flesh out your outline and write the body of your whitepaper report. Dig into that research, and give your readers keen insights and valuable takeaways. A few specific notes:

Add subheadings to break up large sections for readers who prefer to skim—they'll also make the document easier to read for everyone. 

Add comments to note when something should be placed in a callout box or otherwise highlighted in the final version.

Indicate where different visuals will be placed.

Cite your sources. I know this goes without saying, but it's a non-negotiable.

Once you've finished the body copy, write your introduction, executive summary, and conclusion. Readers get the gist of the report by reading these sections before deciding if reading the whole whitepaper is worthwhile.

6. Edit and refine

Once you have what you think is a final draft of your whitepaper, have a trusted colleague or an editor do a final proofread. (Or they might give you bigger picture feedback, in which case, back to the drawing board!)

7. Add formatting, graphics, and design

You've done it—you have a final draft. Now, make it visually pleasing. Work with a designer to add those graphs, charts, or illustrations to help your audience literally see your points. Lean into aesthetics and dress up your whitepaper with a dynamic layout and design aspects. Just be sure your design choices aren't interfering with readability.

8. Create a landing page with a lead gen form

And remember, the landing page is only one way to get people to download your whitepaper. You should also get your sales team involved, and advise them to share your whitepaper with prospects they've been nurturing. Use your whitepaper cross-functionally, and reap the benefits of your well-researched, well-crafted document.

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Margot Howard

Margot is a freelance content marketing writer with many years of corporate sales experience. She writes for B2B SaaS, software, and service companies, especially Sales Technology companies. When she isn't writing, you can find Margot cooking, hiking, or walking her dog. Connect with her on LinkedIn: https://bit.ly/3gCGDL2.

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Lead management is the process of collecting and managing leads with the goal of turning them into customers through targeted marketing content.

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White Paper: Purpose and Audience

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What is a White Paper?

Originally, the term white paper was used as shorthand to refer to an official government report, indicating that the document is authoritative and informative in nature. Writers typically use this genre when they argue a specific position or propose a solution to a problem, addressing the audience outside of their organization. Today, white papers have become popular marketing tools for corporations especially on the Internet since many potential customers search for information on the Web. Corporations use white papers to sell information or new products as solutions that would serve their customers' needs.

The Purpose of a White Paper

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.

What Kind of Problems Do Readers Want to Solve?

The audience for a white paper can be the general public or multiple companies that seek solutions to their problems or needs. Typically, you will not know your audience personally, unlike when you write a recommendation report for your client. And yet, in order to persuade your audience, you need to focus on their needs. If you can address the problems that your readers want to solve, they will read your white paper for a solution. Otherwise, your white paper may not be read. It is important to emphasize your readers' interests rather than your interests, as shown in the example below:

Lydon and O'Leary libraries will be closing at 2:00pm on Wednesday, July 3rd , and will be closed on Thursday, July 4th . If you have any questions, please contact [email protected] .

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White Paper Style Guide

• When to Use a Whitepaper
• How to Format a Whitepaper
• Citation in Technical Papers

Links to Helpful Content

• Purdue OWL Video on Writing White Papers
• WhitePaper Guy, (Gordon Graham)

White Paper or Whitepaper?

White paper is more widely used and it has strong documentation to back it up. At the end of the day, white paper is the safer choice. You won't be wrong for choosing to use the space-separated version. When it comes down to it, whitepaper is an acceptable preference at best, while white paper is the standard. (from blog linked above, May 12, 2016)

(In 2022, the age of the adjective/noun mashup for naming apps and businesses, this seems a quaint opinion.)

A  white paper  is a research-based report which offers a focused description of a complex topic and presents the point of view of the author or body represented by the author.  The purpose of a white paper is to give readers understanding of an issue, which in turn helps them solve a problem or make a decision.

The term originated in Britain, where it refers to a type of government issued document. In a business context, the purpose of white papers has evolved to an aspect of marketing and is often used to persuade.

Key Characteristics of White Papers

White paper experts including Gordon Graham have identified these key characteristics for a white paper:

• A document containing narrative text
• At least 5-6 pages long
• Oriented in portrait format (landscape format tends to be for B2B e-books)
• Educational, practical and useful, not a sales pitch
• Used before a sale, not after a sale
• Provides facts, not just opinion
• Includes an introduction or executive summary

If a document has all these characteristics, it’s probably a white paper

from "That White Paper Guy"

Purpose of White Papers

"A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.

Marketers create whitepapers to educate their audience about a particular issue or explain and promote a particular methodology. They're advanced problem-solving guides. Typically, whitepapers require at least an email address for download (usually they require information more than that), making them great for capturing leads."

A whitepaper is NOT:

"A product pitch. Although Investopedia , [see above], defines a whitepaper as 'an informational document issued by a company to promote or highlight the features of a solution, product, or service', be warned that overtly shilling your own stuff could turn off your readers. The goal of a whitepaper is to inform and persuade based on facts and evidence, not tell the world why your product is the best and they need to buy it now." [Investopedia seems to have backed off from this stance.]

from Hubspot

• Next: How to Format a Whitepaper >>
• Last Updated: May 11, 2023 1:13 PM
• URL: https://libguides.uml.edu/whitepaper_style

• What Is a White Paper?
• Written By Gregg Rosenzweig
• Updated: August 2, 2023

We’re here to help you choose the most appropriate content types to fulfill your content strategy. In this series, we’re breaking down the most popular content types to their most basic fundamentals — simple definitions, clarity on formats, and plenty of examples — so you can start with a solid foundation.

What is a white paper?

A white paper is an in-depth piece of content (similar to an ebook) or well-researched report that allows a business to serve as an authority on a topic, often by presenting a problem alongside a solution. They often include charts, graphs, and visualizations to help hammer a point home.

What makes white papers more than just ebooks?

Unlike ebooks, white papers deliver an abundance of focused and original research. Their reason for being includes everything from presenting data analysis to new studies to academic research.

They can be created from…

• Case studies
• Original data
• Presentations
• Research papers

The long and short of it

Whether it’s a case study or report requiring a deeper dive, white papers often range in depth depending on how much information is in the ocean of information to explore.

A general guide to white-paper length:

• Short Form (1,500 words or less)
• Standard (3,000+ words)
• Long Form  (5,000+ words)

What can white papers do for a business?

A white paper can serve as a powerful, persuasive, useful, and lead-generating tool positioning a business as a credible thought leader on a given topic.

Popular use-case examples for white papers

White papers establish authority and build trust with an audience — but one of the most compelling reasons to produce one is capturing qualified leads. For example, you can capture personal information upfront as a gateway before granting access to the white paper.

Business types:

White papers are historically popular in places such as the government or financial sector when a study’s findings must be relayed in a relatively succinct format. However, they have been more universally adopted by companies well-versed in content marketing.

White paper examples – short form

White paper examples – standard form

White paper examples – long form

Understanding content quality in examples

Our team has rated content type examples in three degrees of quality ( Good, Better, Best ) to help you better gauge resources needed for your content plan. In general, the degrees of content quality correspond to our three content levels ( General, Qualified, Expert ) based on the criteria below. Please consider there are multiple variables that could determine the cost, completion time, or content level for any content piece with a perceived degree of quality.

More content types with examples:

• What Is an Article?
• What Is an Ebook?
• What Is a Customer Story?
• What Is a Product Description?
• What Is an Infographic?
• What Is a Presentation?
• What Is a Motion Graphic?
• What Is an Animated Video?

Want data-backed white papers created for your business? ClearVoice’s team of experts can help. From strategists and writers to editors, we can craft high-quality white papers from start to finish. Talk to a content specialist today to get started.

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What is a White Paper? Format, Types and Examples

Key insights from the best white paper examples across 9 industries, a blueprint to guide you.

• What is a White Paper?
• The Purpose of a White Paper
• Establishing Thought Leadership
• Driving high-quality traffic
• Collaborating with potential partners and product evangelists
• Identifying the Target Audience for White Papers
• Business Executives and Decision Makers
• Industry Professionals and Specialists
• Internal Teams
• Researchers and Academicians
• Government Experts and Policymakers
• Investors and Venture Capitalists
• What is the best format for a white paper?
• Executive Summary
• Introduction
• Research and Data Analysis
• Proposed Solutions and Implementation
• Common Mistakes to Avoid in White Papers
• Losing sight of the purpose
• Missing the fine line between fluffy and engaging
• Choosing an Uninteresting Title
• Failing to add structure
• What is the Ideal Length of a White Paper?
• Getting a Subject Matter Expert to Write Your Whitepaper
• Give Wings to Your White Paper with Research
• Are There Any White Paper Design Examples?
• How Do You Make Your White Papers Visually Rich?
• Exploring Types of White Papers
• Product Backgrounders or Evaluator’s Guides
• Numbered Lists
• Technical Papers
• Steps to Write a White Paper
• Plan the research
• Identify your Audience
• Choose a Topic
• Determine Objectives
• Demonstrate a Solution
• Add Character
• Include References and Footnotes
• Who uses whitepapers?
• Marketing Executives
• In The Web3 World
• CTOs, CFOs, CIO’s and more
• How do you distribute your whitepapers effectively?
• Landing Pages, Newsletters, and Blog Posts
• In-Person Interactions
• White Paper Syndication Services
• Private Communities

Lead Generation from White Papers: The Power of Gating

• Qualifies Leads
• Allows for Market Segmentation
• Demonstrates Value
• Limited Organic Traffic
• Pseudo-Qualified Leads
• Lack of Inbound Links
• How to Go About Gating
• Full Form Gating
• Partial Form Gating
• Gating on Social Media
• Gating through Surveys and Questionnaires
• How do you measure and track your whitepaper’s success?

Best Examples Of White Paper

Introduction: what is a white paper.

White papers are great examples of marketing collateral that exhibit your authority over a chosen niche.

Mostly, they are long-form content intended to educate the target audience, that delve deeper into industry trends, issues, and policies and explain its causes, implications, and benefits.

Companies, public institutions, governments , universities, and individuals publish white papers to address an industry problem to propose their solution to it.

That way, their product/solution has better recall value than its competitors.

According to the B2B Content Marketing 2018 Benchmarks, Budgets, and Trends report, white papers are one of the top 4 most effective types of marketing collateral preferred by 71% of companies.

Content marketers across industries use white papers as potential tools for sales . But, a lot of effort, time, resources, and money goes into creating it.

So, how do you ensure your white paper gives you more bang for your buck?

We have condensed our research of more than 70 white papers across industries and have drawn the below insights that will help you create the best white papers.

" White papers are long-form content intended to educate and inform the target audience. They delve deeper into issues, trends, and policies, and explain their causes, implications, and benefits. "

Learn the 8 steps to writing awesome white papers with free templates.

Creating a white paper needs a lot of work even before you begin working on the core structure.

Planning, stakeholder signoff, SEO strategy, value proposition, and ability to drive revenues are vital factors that you need to consider before putting pen to paper.

Let's look at how some of the most famous companies are doing it effectively. Jump to the best white paper examples in your industry:

• Financial Services
• Manufacturing
• Transportation
• Across Industries
• Non-Profits  

To make it easier for you, we have outlined below the best practices that you can implement while creating white papers that will resonate with your target audience:

THE PURPOSE OF A WHITE PAPER

This ever-so-important marketing collateral that’s stood the test of time is used by companies, public institutions, governments, universities, think tanks, and consultancies (yup, the list is quite long).

But, each one uses them in their own special way. 

So what purpose does a white paper really solve? Good question. Let’s dive into the specifics.

Establishing Thought Leadership:

Well-written white papers demonstrating unique knowledge help solidify trust and credibility in your brand . 

White papers with in-depth research and analysis allow you to showcase your expertise, distinguish your brand and stand out as an authority in a topic or specific industry.

Remember, people are more likely to buy from a brand they trust and respect, so make sure you represent it well.

Driving high-quality traffic:

Learning followed by persuasion has proven highly effective in conversion.  By building a top-notch lead pool that will likely provide contact information in exchange for white papers, you can simplify the process of creating a concrete, reliable mailing list.

White papers also serve as solid conversation starters, because you know what your lead is looking for.

Collaborating with potential partners and product evangelists:

The benefits don’t stop there. Think bigger and look beyond your organization.

White papers allow you to attract evangelists from different communities.

They will spark interest, cultivate support, and open doors for partnership opportunities that could act as acquisition channels for your brand.

IDENTIFYING THE TARGET AUDIENCE FOR WHITE PAPERS

Writing a white paper is like telling a knock-knock joke;

it won't work if no one's there to respond with "Who's there?" So, when you invest time in writing a white paper,

you must know who your readers will be. Ask yourself, "Who's going to read my white paper?"

Business Executives and Decision Makers:

Senior executives are often the decision-makers in their organizations and are responsible for strategic planning and investment decisions. 

Well-researched white papers can influence their judgment. 

Industry Professionals and Specialists:

This category includes professionals seeking industry-relevant knowledge to enhance their work.

White papers prove valuable for engineers, doctors, lawyers, researchers, and analysts, bridging the gap between theory and practice, and fostering professional growth.

Internal Teams:

Prospective employees can benefit from white papers as they share insight into a company’s vision, values, and line of thought.

At the same time, they help fill knowledge gaps within the firm for current employees.

Researchers and Academicians:

White papers are platforms for presenting research findings, academic studies, and technical analyses to a broader audience.

They also serve as supplementary materials for students studying relevant subjects and provide case studies for teaching purposes.

Government Experts and Policymakers:

These personas use white papers to propose policies, outline government ventures, and address critical issues.

Consequently, they become a medium to influence policy decisions and shape public initiatives.

Investors and Venture Capitalists:

Startups and companies seeking funding use white papers to present their business plans to potential investors and venture capitalists.

These white papers state the value proposition and present investment opportunities that are seeking financial support.

WHAT IS THE BEST FORMAT FOR A WHITE PAPER?

Even the best white papers vary in structure.

These pointers will give you a general idea of a paper’s multiple components.

However, remember to experiment and see what works best for you.

Before you start writing, create a content outline to serve as a blueprint to guide your progress as you develop and write your white paper. 

Your outline could look like this:

Executive Summary:

Focus on developing an attention-grabbing executive summary to engage your readers effectively.

Your readers will encounter this section first and use it to decide if they want to continue reading.

A well-constructed summary should provide a mix of the following building blocks.

Introduction:

Including the problem statement in your introduction is a good idea, as it immediately arouses curiosity.

An appealing and educative introductory section will incentivize readers to continue. Think of it as an elevator pitch.

What should this section ideally include? The clearly defined purpose that the white paper is trying to accomplish.

Research and Data Analysis:

This section offers a comprehensive topic investigation, drawing from reputable sources and empirical data. It should mention the literature review conducted and the methodologies used.

The analysis interprets the collected data by providing insights and support for proposed claims. 

Tables, charts, graphs, and diagrams will make this content visually appealing.

Proposed Solutions and Implementation:

This part builds on the previous section and recommends a solution for the problems identified.

The solution may be a product or course of action.

While presenting your value proposition is essential, avoid taking a hard-selling approach.

Instead, demonstrate to your readers how the proposed solution directly applies to their situation, highlighting its potential benefits, such as Return on Investment (ROI).

Conclusion:

The conclusion serves as the summary of the entire white paper. It’s what your readers will remember, and remember well.

Many will choose to focus on this chunk of the paper alone, so make sure it has notable influence. 

Any conclusion should close out with a Call To Action button for your white paper to deliver value. This could be a free consultation or demo of your product.

Platforms like Cleverstory are pushing boundaries, turning these often static documents into highly engaging, interactive experiences.

With a plethora of templates at your fingertips, you don’t need to start from scratch and can go about building a dynamic white paper.

Common Mistakes to Avoid in White Papers:

With a deluge of white papers out there, it’s understandable to feel overwhelmed and label them “redundant” or “unnecessary”.

 Here are some common but avoidable mistakes content marketers fail to pick up,

Losing sight of the purpose:

          Addressing a specific business need is at the heart of this marketing collateral.

          Writing a bland, one-size-fits-all piece is likely to fall short.

           White papers that show you how you’re different in knowledge, opinion, and innovative thinking will help you stand out.

Missing the fine line between fluffy and engaging:

          Readers want you to avoid beating around the bush and wasting their time.

          While essential, efforts to capture and retain attention must stay within the paper. 

          Ask your audience what they’d want to consume. This will make your white paper highly relevant and pique your readers’ interest.

Choosing an Uninteresting Title:

          If it’s not a catchy title, it won’t work.

          Vague, generic, textbook-like ones won’t communicate value. Try to be specific, descriptive, and result-driven to arouse interest.

           At the same time, over-the-top titles will push readers away. Consider taking a minute to brainstorm titles to ensure it grabs your readers' attention.

Failing to add structure:

          Your readers will not resonate with a wall of information.

          Clearly defined sections, subheadings, and topic sentences offer readers a coherent, smooth reading journey.

          A well-defined layout, bullet points, adequate spacing, and well-timed breaks will make your content easier to consume.

WHAT IS THE IDEAL LENGTH OF A WHITE PAPER?

There is no such thing as 'ideal length' for a white paper.

However, every page must add incremental value to the reader. Keep the curious reader hooked on with new things that they weren't aware of in every sentence that you put out.

It is easy to get carried away by all that you want to write, but your readers may not be interested in knowing them.

If you are publishing a white paper titled "5 ways to prevent cardiovascular diseases," then readers will look for the text under the bullets that speak about these five different ways.

So, devote maximum effort in making this portion of the document valuable for them. 

GETTING A SUBJECT MATTER EXPERT TO WRITE YOUR WHITEPAPER

Compare these two: a weather meteorologist predicts that there will be rain tonight. Your 80-year old grandma peering out of the living room window says it is not going to rain anytime soon.

Whose prediction are you more likely to heed? It is natural human psychology to take notice when an expert opines.

So, it is a good idea to partner with a leading academician or a client executive or an independent blogger to co-author a white paper.

It is valuable only because it comes straight from a bevy of experts. You can nominate an SME from your company to partner with an external influencer in the authoring process. This approach adds more heft to your white paper.

GIVE WINGS TO YOUR WHITE PAPER WITH RESEARCH

Think about it – aren’t you eager to know the prediction of poll results in your state even before they are declared? That is because predictions are a cumulation of people's opinions.

From our analysis, we found that some of the best white papers were the ones that had some form of research/survey results embedded in it. These results were an aggregation of public opinion who have given their verdict.

Today, with online surveys, you can compile results within a few hours of putting it up.  People want to know what other people in their community are saying. It is bound to engage the target audience more than a one-page newsletter .  

ARE THERE ANY WHITE PAPER DESIGN EXAMPLES?

One of the biggest stumbling blocks in the white paper creation process is the availability of templates or design examples.

Here is our post on How to Writ’e a White Paper [with free templates] that you can download and get started right away.

These white paper design examples and templates will help you not be overwhelmed with the monstrosity of the project. Feel free to tweak them based on your needs.

HOW DO YOU MAKE YOUR WHITE PAPERS VISUALLY RICH?

One reason why marketers don’t see a high ROI on their white papers despite the best efforts is that they fail to make it visually enriching.

Include infographics, images, charts, etc. to explain your points as well as giving a takeaway for your target audience. Remember, you could reuse all of these visuals in social media, etc. to boost white paper downloads.

Make Content That Is Bingeable And Not Boring

EXPLORING TYPES OF WHITE PAPERS

Hate to break it to you, but there isn’t just one kind of white paper. 

Where’s the fun in that?

These broad variations have arisen from a multitude of use cases.

Product Backgrounders or Evaluator’s Guides:

This paper discusses a value proposition's specific features, benefits, and functions. It aims to establish your company as a market leader while explaining a new product offering.

Such a paper can be effective during a product launch, capturing the attention of potential customers.

Numbered Lists:

Numbered lists deliver crisp information through tips, questions, and key points.

It is flexible enough to be incorporated into other content forms like blogs and e-books.

Technical Papers:

Technical papers often present themselves as user manuals for product upgrades or malfunctions.

The language is often carefully crafted to suit the target audience and includes technical terms (hence, the name).

STEPS TO WRITE A WHITE PAPER

Unfortunately, white papers do not come with a superhero guide. As clique as this may be, each one is unique. 

But, keeping in line with this blog being comprehensive, here is a brief plan.

Plan the research:

When writing a white paper, you’re asking for a time investment from your readers at the end of the day. Hence, creating value is the first step.

It’s wise to include market research (your own and external sources) wherever apt. 

As mentioned, the goal here is to cater to all the personas within your target audience, not just potential customers. 

Remember, this isn’t where you emphasize your technology or product.

Identify your Audience:

We’ve talked about a white paper’s audience multiple times already, and we’ll continue to do it. 

That’s exactly how important it is to consider.

How do you intend to target your audience? How can you capture their interest? Which jargon can they comprehend? You need to ask yourself these questions to develop ideal reader profiles. 

Acknowledging their objectives and interests will equip you to draw up your white paper accordingly.

You can also adjust your language and style to suit their needs.

Choose a Topic:

Pick a topic you are qualified to write on.

The concept you decide on should give you enough leeway to tap into an unexplored conversation and put your spin on it.

Keep in mind that you should focus on the benefits your reader can derive from your writing.

Determine Objectives:

If your intended audience includes multiple stakeholders, determine which need you want to cater to.

Your goals can be lead generation , brand recognition, or simply education. 

Based on your objectives, you can set appropriate parameters to measure success.

Demonstrate a Solution:

Here, every marketer’s muscle memory comes into clutch. 

But rather than focusing on your offering, take an expansive approach and include multiple solutions.

First and foremost, your white paper needs to be valuable and flexible.

Basically, aim to create your industry’s gold.

Add Character:

Use creatives and real-life examples to bring your white paper to life. ‘

Remember, you’re trying to have it resonate with your readers. 

You want them to remember what you’ve written and come back with questions, comments, and suggestions.

But how can you make your white paper digestible and engaging?

Using Cleverstory, you can incorporate interactive charts, videos, and animations to breathe life into your white paper.

Include References and Footnotes:

If you use data from other sources, acknowledge them in footnotes and reference them to their origins. 

You’ve got to give credit where it’s due.

Once you’ve developed your white Paper, release it into the industry to see how your audience receives it. 

The results and observations that you generate will set the scene for what’s to come.

 If it doesn’t perform well, take a step back to evaluate and improve.

WHO USES WHITEPAPERS? 

At the top of our minds, marketing collaterals such as whitepapers, case studies , POV's , infographics, brochures and brand stories are used by the beloved sales team of every organization to send across to potential prospects .

These marketing collaterals serve the singular purpose of providing information to the readers about your company/product/service so that they decide to, well, pick you! 

But, you already know all this. We are aware that this definition isn’t terribly helpful. 

So, let's get a liiiitle specific. 

MARKETING EXECUTIVES 

In the universe of marketing, content never serves a singular purpose. There is always room to refresh, refurbish and of course, create magic.

Every marketer will agree that whitepapers aren’t any different. Content rich collaterals such as whitepapers can do wonders such as 

Educate new employees on the specifics of a company

Serve as inspiration for other forms of content (social media posts, blogs, feature updates, etc) 

Establish your company as a thought leader in your field. 

IN THE WEB3 WORLD

Whitepapers are one of the primary sources of information in the Web3 world. Who would’ve thought, right? Whitepapers heavily determine a ton of important factors relating to the assets such as : 

• The price of the coin
• The project value
• The use cases
• Dependencies
• Future roadmap 
• Predictions 
• Integrations

In Web3, potential investors and buyers consider whitepapers to be their make or break component before making a decision.

Since Web3, cryptocurrency and the whole cloud of new age internet built on a blockchain is still a fairly new concept to the world - people are looking to garner all the information they can. 

Here’s a guide on how to read Web3 Whitepapers

CTOS, CFOS, CIO’S AND MORE. 

No. Not UFOs. 

Whitepapers are used by Chief Technical Officers, Chief Financial Officers, Chief Information Officers and so on for distinct purposes in their respective line of work. 

This includes -

• To draw comparisons
• Discover new developments
• Analyze the current status of the market
• Analyze fluctuation in numbers amongst various companies
• Analyze the performance & long-term risks

HOW DO YOU DISTRIBUTE YOUR WHITEPAPERS EFFECTIVELY?  

Effective distribution has become paramount with the increasing demand for educational content.

Unfortunately, your white paper isn’t going to be a magnet.

Even if you've tailored your paper to your target audience, you still need to consider how they’ll find it.

Landing Pages, Newsletters, and Blog Posts:

Embedding or linking your white paper on these SEO-friendly channels improves distribution and increases visibility.

You can also drive traffic through PPC ads, social media, and other promotions on these pages. Once these visitors land, you can qualify leads by gating the content they view or download.

We’ll talk more about gating in a separate section (it deserves to be the star).

But make sure these channels are accessible through all devices to expand reach.

In-Person Interactions:

Carrying your white paper can deliver tremendous value at meetings and events.

They allow you to solve customers’ pain points instantly, offer deeper explanations and provide “tangible takeaways”.

These interactions could be seminars, workshops, conference presentations, or networking events.

White Paper Syndication Services:

Syndication Services can distribute your content to multiple third-party platforms or websites, increasing visibility, brand recognition, and traffic.

These houses publish white papers after verification to ensure credibility.

They provide a window into a large, typically niche, paid reader base.

Private Communities:

A ton of B2B tea is split on Reddit, Slack, and Discord.

They provide valuable avenues for industry-related conversations and insights.

You can amplify the reach of your content by actively participating and sharing content that tackles community-specific issues.

Make Your Content Available Anywhere Anytime Any Device

While generating new leads through your white papers is great, consider sharing them with your existing lead database.

You’ll be able to generate fresh engagement and gain traction through potential backlinks.

Quick Note: Backlinks are hyperlinks that direct a visitor from one website to another.

We’ve talked about distributing your white papers effectively. But what after? You wouldn’t want to be left in the dark, would you?

With tools like Paperflite, your customer-facing teams can send out white papers via personalized content microsites. 

That way, you’ll be able to gain insights into how recipients engage with your content , which parts resonate the most, and how often they return to it.

Get Actionable Insights That Moves Sales Forward

We’re now back to our favorite dating app analogy.

Imagine stepping into the world of a dating app and striking up conversations with potential matches. In this digital realm, you sift through profiles, assessing hobbies, personalities, and compatibility factors – all to decide if someone is worth pursuing.

In the world of marketing, this process is akin to "gating" . Just as you use filters to narrow down your dating prospects, gating helps businesses filter out worthwhile leads from a larger audience. It's a strategy that saves you valuable time and resources.

Sounds good, right? Well, gating can offer more for your lead-generation efforts.

Qualifies  Leads:

If a lead chooses to share their personal details in exchange for content, it’s safe to say that they’re “interested” without much hesitation.

Allows for Market Segmentation: 

Gating collects lead data, aiding in strategic segmentation and attentive nurturing, ultimately bolstering your lead to customer conversion.

This data spans company details, industry, and geography.

Demonstrates Value:  

Gated content creates a sense of exclusivity, making readers perceive it as valuable and worth their time.

But remember, the quality of the asset should always be worth more than the disclosure of information.

In an ideal world, this sounds splendid. 

But do you lose out on something?

Is this a classic “you can’t have the cake and eat it too” situation?

Well, don’t say we didn’t warn you. Here are some drawbacks to gating your content:

Limited Organic Traffic:

When you gate content, you’re effectively restricting the ranking of relevant keywords, as search engines cannot crawl into your content.

This limits its use in SEO campaigns and, in turn, lowers organic discovery.

Pseudo-Qualified Leads:

Some leads might supply false information to access gated content, leading to potentially skewed or inaccurate data collection.

Unwillingness to provide any data at all is also an obstacle at times.

Occasionally, a reluctance to share any data at all can also pose an obstacle.

Lack of Inbound Links: 

Linking content to other pages and sharing disappears when gating emerges.

Devise an balanced mix of gated and ungated content to ensure success

Ungated content shines in the Awareness stage.

All web content is, by default, ungated. This allows for increased search visibility and brand recognition. 

Also, consider which stage your business is in. Visitors may not be willing to provide information to start-ups or lesser-known firms.

You can pair gated content with the right promotional strategy as it finds its place within the Consideration section.

• What kind of content should we gate? 
• How many pages? 
• What details do we need? 

Addressing these questions will make sure the material is accurate and relevant.

HOW TO GO ABOUT GATING

If you’ve chosen to gate content using forms, you have two techniques at your disposal.

Full Form Gating:

With full form gating, the user needs to provide detailed information (name, email ID, phone number, company, industry, and geography) by filling out the entire form to access gated content like white papers, e-books, etc.

This technique yields valuable information for lead nurturing and segmentation purposes because of how comprehensive and vast the questions are. 

But on the flip side, it suffers from high abandonment and low conversion rates due to greater friction.

Partial Form Gating:

Partial form gating involves extracting limited details (name or email address), resulting in a lighter user commitment.

This method offers a positive experience while providing quality lead information. 

Users are more likely to complete a form with a few basic questions only. Progressive profiling takes place as the reader delves deeper into the content.

But, beyond gating white papers on websites, here are some alternatives.

Gating on Social Media:

The lead logs into or authenticates their account through this method.

After which, a redirect to the social media platform takes place, and the user grants permission to extract personal profile information from LinkedIn, Facebook, etc.

 You can eliminate manual form filling and ensure up-to-date information.

Gating through Surveys and Questionnaires:

This type of gating boasts a dynamic design allowing for personalized, highly efficient data collection. 

Subsequent questions are based on answers given in the previous ones leading to higher engagement. Skip logic is also present, smoothening the journey.

A brief overview of the structure:

• Initial questions: This section includes demographic or other inquiries to determine if the survey is relevant.
• Branching: Post the initial questions, the survey branches out into specific topics and follow-up questions.

With Cleverstory you can capture quality leads, through high-intent gating and going beyond the

HOW DO YOU MEASURE AND TRACK YOUR WHITEPAPER’S SUCCESS?  

If you have included your whitepaper in your landing page, or published it anywhere in your website - Google Analytics is your guy.

With Google Analytics, you can see from which region your incoming website traffic is being generated. Google Analytics also enables you to track collective data on users such as how long viewers have spent on your asset. 

Platforms such as Paperflite enable you to track uber-specific metrics through smart gating such as - 

• The name of the user
• How much time a specific user has spent on your asset 
• What other assets have they viewed
• Number of times the viewer has shared the asset

Let us now dive into the best white papers across industries that we analyzed

The Best White Paper Examples for Financial Services Companies

1.  5 steps to rid your small business of payroll stress

Published by: ADP

Why do we like this?

ADP is an established authority in the payroll software industry, and they know what works in their industry. This white paper uses a lot of visual appeals to explain how small businesses can overcome payroll-related challenges.

Moreover, this white paper's target audience (SMEs) does not have much time, so ADP has stuck to the basics. The company has given out vital information that the audience is seeking instead of flooding the white paper with text. While giving out the five steps, they've even given a case study of how they helped one of their clients, which makes their opinion invaluable.

2.  Seizing the Digitalization Opportunity

Published by: Siemens

For starters, this white paper is an 'insight paper,' which is a smart move by Siemens . The authors have laid out the key findings upfront, which is the core of the white paper. They have substantiated the concept of TCO (Total Cost of Ownership) financing with examples of how they have helped clients in the real world. It doesn't have a lot of white spaces but is full of core and reference text.

3.  RegTech: Helping Your Data Work Smarter and Harder

Published by: Wolters Kluwer

This white paper tackles a complex topic, one that does not have a lot of literature out in the open - Regulatory Technology (RegTech). The company introduces a solution, explain its basics, the necessity for it, how it helps companies in various geographies, and the benefits of implementing it.

Wolters Kluwer explains what their opinion is on RegTech in a manner that an IT professional would comprehend it.

4.  Are equities overvalued?

Published by: HSBC

Why do we like it?

This finance white paper has loads of content in it to explain the reasons for the overvaluation of the equity market and why asset allocation could be the answer to it. It has content under five clear headings and is bound to interest portfolio managers, fund managers, and investment professionals.

Authored by the bank's global executives, it is a significant report that has a clear message - investors need to be cautious in their equity allocation approach.

5.  How Banks Can Win New Small Business Customers

Published by: VansonBourne

We like this white paper for two reasons:

1) It is an output of the collaboration between Avoka and Vanson Bourne . Avoka creates customer acquisition and onboarding journeys in financial services, while Vanson Bourne is an independent specialist in market research for the technology sector. An excellent example of how a collaborative effort counts a lot more than individual efforts.

2) It compiles verbatim responses to a survey administered to 300 small business owners in European countries. It is rare to see white papers where two vendors catering to similar target audiences join hands to create marketing collateral that serves them both.

The Best White Paper Examples for the Healthcare Industry

1. Journey To Value: The State of Value-Based Reimbursement in 2016

Published by: McKesson

This white paper is well-structured for the healthcare industry, with an academic orientation. It begins with the list of charts and figures used and the definitions of healthcare terminologies. McKesson had already forayed to answer the question " Is value-based reimbursement real? ” two years ago in a similar white paper.

This time in a sequel to the earlier document, they teamed up with a niche research company to survey 465 payers and hospitals to see how far the needle had moved on value-based reimbursement.

By expanding and repeating the earlier study, they have established themselves as an authority on the subject. The white paper moves along from one stage to the next by explaining the survey methodology, the sample design, and the findings.

2.  Reinventing Utilization Management to Bring Value to the Point of Care

Mckesson 's Vice President has authored this white paper on the topic of Utilization Management , which is a good strategy as it exhibits how much they value their content.

After a brief introduction, it moves to the limits of traditional utilization management models and how shifting to a collaborative exception-based model combined with analytics will serve as a bridge to the future. 

3.  Current and New Approaches to Making Drugs More Affordable

Published by: CVS Health

Dealing with industry issues and suggesting remedial measures for a company like CVS Health  is an excellent way to build topic authority.

Bringing drug costs under control is an industry-wide problem for US healthcare companies. CVS Caremark has taken the lead to explain how if manufacturers across the board were to reduce drug prices, it would improve health outcomes and reduce medical costs.

Besides suggesting three techniques to reduce costs, the company has suggested three recent innovations that help further reduce costs. The company has explained how medications can be made further affordable by comparing the high-profit percentages of pharmaceutical companies as compared to other industries.

4. The Only Way is Up

Published by:  Bayer

In terms of the choice of subject, this is one of the most attractive white papers published by Bayer . The company explains where short cucumbers originate from, how cucumbers are a core component within Middle Eastern cultures and the critical consumption drivers for the vegetable in Europe and North America.

The white paper is a storehouse of insights that includes average household sizes, life priorities of the customers, the evolution of the consumer, etc. For a company of the profile of Bayer, to be opining about short cucumbers and how they have entered the snacking market is unique.

5.  The Forgotten Killer: Cardiovascular disease

Published by: Aetna

This white paper serves as a primer for cardiovascular diseases (CVD) and explains its most common conditions. It describes how countries such as Finland are adopting measures to fight it, the promise and limitations of new drug therapies, and technology advancement that could improve diagnosis.

This white paper is an eye-opener for those who are not aware of CVDs and gives out a lot of information on ways to avoid it. With impressive noting of footnotes and charts, this is an excellent piece for people looking to fight CVDs.

The Best White Paper Examples for the Insurance Industry

1.  Digital Transformation in the Insurance Industry

Published by: Frost & Sullivan

Commissioned by Samsung Electronics America , this white paper deals with the trends that are shaping the Insurance industry. It deals with how insurance companies can thrive in this changing industry landscape, and how technologies such as mobile, wearables, AR/VR are impacting the industry.

It is a perfect example of how a company specializing in a niche has partnered not just to explain industry trends, but also to explain how they're at the forefront of it.

2. Black Insurance's White Paper

Published by: Black Insurance

Black Insurance 's white paper on the challenges faced by the industry (i.e., multiple parties, high costs, and barriers to entry) shows their deep understanding of the subject.

It explains Black Insurance 's proposed solution to this situation along with with the business model, the pricing framework, licensing, token economics, technical design, etc. It is a comprehensive white paper that positions them as an authority in this domain.

3.  Nine ways insurance carriers are driving down combined ratios with video

Published by: Panopto

Panopto is a video platform that enables users to record videos. The company has created a white paper for an industry that uses video extensively.

It is almost a no-brainer that the company has put out a white paper to further their business initiative and showcase its authority in the subject.

4.  The Insurance Industry: Supporting SMEs To Prosper

Published by: Allianz

This white paper is similar to other step-by-step pieces that lay down the number of steps that an organization must take to achieve a specific goal.

Each page highlights a challenge that small and medium enterprises face along with the remedial actions that they could bring, which makes it easier for readers to know how to deal with them.

Moreover, this is a survey of 500 SME businesses to identify the top 5 challenges facing the SME industry.

5.  Embracing the multi-generation workplace

Published by: AXA

AXA ’s white paper has impressive statistics by experts about an aging UK population followed by a bulleted-executive summary (pretty unconventional, but seems to work!).

It then moves methodically into the challenge that aging employees and the organizations alike face, covers the benefits of having a diverse workforce, recommendations for companies. It is not too long; neither is it abridged and is perfect for a good read for human resource professionals who are dealing with an aging workforce.

6.  Enterprise Counterparties: Mortgage Insurers

Published by: Fannie Mae and Freddie Mac

This white paper is by the US government charters to provide liquidity, stability, and affordability to the mortgage market. So, it is a highly valued piece because it has the US government’s stamp on it. Moreover, it is a bible for many mortgage insurers, academics, policymakers, regulators, etc. who want to get to the point straight.

This document is in a free-flowing format without any pictures, but it has substantial intrinsic value. We included this piece to show how government agencies prefer putting out their publications.

7.  Accident Insurance

Published by: Prudential

Prudential ’s white paper on accident insurance for the US market is extremely well structured and explains the various aspects of accident insurance. This white paper is insightful with numbers and graphs, explaining the reasons why people need accident insurance, what employers need to do, etc.

With 13 pages of useful content, companies looking to provide accident insurance benefits to its employees can use this document as a handy guide.

The Best White Paper Examples for the Manufacturing Industry

1.  How ETERNUS DX contributes to energy efficiency, cost savings, and a human-centric intelligent society

Published by: Fujitsu

Fujitsu describes how their disk storage systems provide energy efficiency in the face of rising energy costs in data centers. It is a technical paper replete with diagrams and process flows. Clearly, Fujitsu has explained technical concepts intending to sell their solution that increases disk storage, saves energy,  and improves energy efficiency.

Fujitsu also describes their green IT initiatives and what they're doing to reduce burdens on the environment. With ' caring for the environment ' a core topic of this white paper, their Green IT initiatives resonate well with the document.

2.  Win more business with fewer sales resources

Published by: Infor

An example of a white paper that has been created solely to market the company's solutions. It explains the need for change in discrete product sales and other technical concepts very well backed by secondary research. A no-frills document that sticks to the point and conveys its central message within five pages.

It offers suggestions on how manufacturers manage sales and how they have a choice to take advantage of the situation with fewer resources.

3.  How Software solutions can help mining companies increase efficiency levels

Published by: Sage Business Solutions

This white paper is well-structured and moves in a step-by-step manner. It explains the challenges of improving mining efficiencies in Australia, available software solutions, and mobile dashboards that can enhance productivity .

It follows the inverted pyramid structure of laying down the most significant challenges and narrowing down on the ideal solution.

The Best White Paper Examples for the Retail Industry

1. Dialogue Marketing: How to Enter and Succeed in the German Market

Published by: Deutsche Post

This exciting piece speaks about ways to enter the German market using dialogue marketing, i.e., all marketing & advertising activities aimed at starting a direct dialogue with customers.

It explains what non-German retailers need to do to enter a new market (if they haven't) already done it. Deutsche Post 's white paper makes them an authority on the subject of marketing in Germany. Besides, being a major German logistics player, this white paper makes a lot of sense for them to publish .

Why? Because if e-commerce companies were to enter Germany, shipments would go up, which will ultimately benefit them.

2.  Eligma - AI-driven and blockchain-based cognitive commerce platform

Published by: Eligma

Although this white paper aims to harness AI and Blockchain to improve the decision making for eCommerce customers, it is applicable for all industries.

This white paper is an example of a yet-to-be-launched product. It explores market opportunities, business model, execution plan, technology solution framework that leverages AI and Blockchain, and loyalty programs. One core vision combines all these elements: to offer a set of solutions to discover, purchase, track, and resell eCommerce items.

Seldom do we find such white papers that have the depth and coverage for a solution that isn't launched in the market yet.

The Best White Paper Examples in Technology

1.  Design and deliver cloud-based apps and data for flexible, on-demand IT

Published by: Citrix Systems

In this no-frills white paper, Citrix Systems  deals with the topic in hand straightaway: A better way to deliver cloud-based workspaces using Citrix Cloud IT.

From a visual perspective, there aren't many pictures in this document, but it makes up for it with use cases that further give evidence of their proposed solution.

2.  Hitachi Content Platform

Published by: Hitachi Vantara

This technical white paper is bereft of any visual appeal barring system architecture diagrams. It delves deeper into how Hitachi 's solution can help minimize vulnerability and threat exposure.

A company-specific white paper which focuses on the problem at hand and how their solution can help overcome it.

3.  Creating the Foundation for Digital Transformation

Published by: Hewlett Packard Enterprise and Red Hat

This unique white paper is written jointly by HP and Red Hat . It explains how they bring together their consulting and migration expertise to help clients achieve digital transformation.

They've even highlighted the success story of how one of their clients, DreamWorks Animation , was able to accomplish digital transformation. This white paper is an excellent example of how they're bringing their proposition to life.

4.  Using Virtual Platforms for Pre-Silicon Software Development

Published by: Synopsys

This white paper is similar to the Hitachi Content Platform piece that we mentioned above but does not propagate their solution.

Instead, they explain how it has become increasingly challenging to sell silicon without the associated software executing on the hardware. It is prevalent in a variety of application domains like wireless, multimedia, networking, and automotive.

It is a common problem that many semiconductor companies are facing and explains how a virtual platform can be used to develop and integrate the software. The target audience for this white paper is semiconductor engineers and IT architects, who know the nuances of semiconductor development.

5.  Air, Fluid Flow, and Thermal Simulation of Data Centers

Published by: Autodesk

A technical document explained with diagrams on the usage of computational fluid dynamics cloud-based services within the Autodesk 360 platform. It was published in 2013 and is still very relevant due to how they command authority in their chosen niche.

6.  2018 Fjord Trends

Published by: Fjord (An Accenture Organization)

Fjord 's white paper on global trends is a treat for those who track technology developments closely. Each industry trend has a section on what's happening around the technology, what lies ahead and Fjord 's recommendations for enterprises looking to adopt the technology.

Each trend has examples of how companies are leveraging it to prove its significance to the industry. The report stands out for its clarity, simplicity, and depth of coverage of each trend.

7.  Our Approach to Automated Driving System Safety

Published by: Apple

Apple ’s white paper on their approach to automated vehicles explains how their systems work. True to its native style, the white paper contains plain and simple text and does not use pictures to amplify its message.

It reveals fascinating insights on driver safety and pays close attention to every detail. It mandates that drivers must have both hands on the steering wheel, work in a single shift, and take frequent breaks while driving.

The Best White Paper Examples for the Transportation Industry

1. Fast-Forwarding to a Future of On-Demand Urban Air Transportation

Published by: Uber

This document is a quick example of how a transport company predicts a bold new future. While Uber has sponsored the white paper, note how it mentions reviewers from NASA , MIT and other elite organizations that provide air transport.

They've coined the term VTOL - short for ' Vertical Take-off and Landing .' Imagine a service that does not exist today, and you have the opportunity to bring it to life. This white paper introduces the concept of VTOL in urban cities; it talks about all aspects of this - barriers to achieve them, emissions, certifications, safety, performance, and rider experience.

They conclude by saying what steps they will take to bring this to life. A 98-page document, it sure is bound to appeal to the die-hard fans of futuristic transportation.

2.  Rethinking Transportation 2020-2030

Published by: RethinkX

This white paper is bold in many ways, because its author, Stanford economist, Tony Seba is a man known for his daring, but accurate predictions. He predicted the rise of the solar industry when solar panels were a lot more expensive than they are today.

In this white paper, Tony predicts the death of the automobile and the oil industry. He goes deeper into every aspect of these predictions and gives the reasons for his predictions.

The predictions, statistics, in-depth research, and recommendations of this white paper make it a unique content asset. The author has explained every concept in detail in the appendix section - an ideal example of a comprehensive white paper. 

The Best White Paper Examples Across Industries

1.  A Four-Step Plan For Business Continuity - How to Develop and Maintain a BC Plan to Mitigate the Risk of Business Disruption

Published by: Sungard Availability  Services

This white paper tells us the four steps needed to plan for Business Continuity (BC). BC applies to all companies and all industries, so the company has a unique advantage in that it can appeal to any company in any industry. It does not lean towards any particular industry; instead, it is a generic document.

2.  The Power of Design Thinking

Published by: Dassault Systemes

One of those white papers where the format used is in the first person, and the author is an academic. It is another unique way of creating a white paper by getting academia or an expert from a different organization to write for you.

It contains valuable advice, mainly because it comes straight from Philip Gray, an expert who has spent four decades in product design.

3.  Data Resilience with Fallback Protection

Published by: Teradata

Teradata 's technical white paper explains the need for a high-level discussion of the features of Fallback, a unique element to Teradata Database . It enhances the availability of a single Integrated Data Warehouse system.

The target audience for this white paper is data experts who will comprehend fallback recovery tools, performance impact due to Fallback, the benefits of having the Fallback.

4.  Interactive content across the buyer's journey

Published by: i-on interactive, Inc.

A common topic across industries, this white paper explains why interactive content is better than static content and the different interactive content tools. The authors have cleverly used the buyer's journey to describe their case why businesses must use interactive content.

5.  10 Best Practices for Writing Effective White Paper Titles

Published by: inSegment

An often neglected feature, this white paper features the top 10 best practices for creating the best headlines. It is a short document and does not have a lot of content, but makes up for it via examples and useful suggestions.

6.  MONITORING 101

Published by: Solar Winds

A generic white paper applicable to companies across industries, it introduces the concept of 'monitoring' for someone who is familiar with computers and IT in general, but not with monitoring. As such, (almost) no prior knowledge or experience is required to read this white paper.

It talks about the FCAPS model of surveillance, building blocks of monitoring framework, techniques of monitoring, and more. A seemingly technical concept has been explained well so that readers can understand it easily.

7.  AWS Security Incident Response Guide

Published by: Amazon

Amazon 's biggest priority is security, and its collection of white papers on security is unarguably the most comprehensive that we have researched. Published during June 2019, Amazon 's white paper enables the reader to understand better the impact of incident response (IR), and user security choices on corporate goals.

A well-structured white paper, it encourages Amazon's customers to start small, develop runbooks, leverage necessary security capabilities, and create an initial library of incident response mechanisms to iterate from and improve gradually.

The Best White Paper Examples for Nonprofits

We like white papers by nonprofits because their topics are the most varied. They range from human rights issues to researching on butterflies, and so each white paper is a specimen in itself. Every nonprofit has a unique way of authoring white papers to suit their requirements.

1. Human Rights and Australia’s Foreign Policy

Published by: Amnesty International Australia

The first in our collection of white paper examples for nonprofits is the Amnesty International Australia ’s document. It talks about Australia’s role in promoting and defending human rights globally. It outlines ita recommendations at the beginning of the document and then dives deeper into the subject of global human rights issues and Australia’s interests.

Every problem area in the white paper has an immediate recommendation attached to it, so readers know what is the remedy for it. Despite lacking visuals and images, it makes for compulsive reading into Australian principles of multilateralism and human rights.

2. Extending US Biodiversity Collections to Promote and Collections

Published by: National Science Foundation

This white paper has brilliant Instagram-worthy images all through it with a caption that describes the effort behind digitizing biodiversity specimens in the United States.

A short 12-page white paper, it leads the reader through the collection of physical biodiversity specimens (plants and animals) and digital data gathering around them. It concludes with the steps needed for implementing and sustaining biodiversity collection efforts for the 21st century.

3.  Under the Radar: Degradation in Canada’s Boreal Forest and Climate Consequences

Published by: Natural Resources and Defense Council

  This manuscript may not be a white paper in its real sense. However, it weaves a story as a white paper would through do vibrant imagery. Every page is replete with stunning images that explain how Canada’s forestland is gradually receding.

Originally presented during the 21st Century Conference in Oxford, each page has insights about the shrinking carbon-absorbing capacity of Canada’s forests. It concludes with recommendations on steps needed to introduce afforestation. 4.  The United Nations Children Fund – Women or Children First?

Published by: International Organizations Group

  This detailed white paper is 102-pages long and divided into six sections. It traces UNICEF ’s history in combating epidemics, diseases, assisting women in childbirth, their health, and nutrition. It decries the reign of Carol Bellamy as the UNICEF executive director and the emergence of a feminist revolution that nurtures the girl child and cares for them. It recommends greater transparency in the operations of UNICEF and a more careful approach to spending their resources.

5. White Paper on Cancer Carers

Published by: European Cancer Patients Coalition (ECPC) and Eurocarers.

Carers are unpaid folks who provide care for patients with chronic illnesses such as cancer, who account for 80% cancer care in Europe.  ECPC ’s white paper in collaboration with Eli Lilly , Merck , and Pfizer on cancer carers methodically explains the need for specific attention towards their needs, and the importance of an improved framework for carers generally.

It is an excellent example of a white paper created by the private sector and nonprofits towards providing sustainable care for chronic illnesses. It includes case studies of how European countries have been implementing different measures successfully and recommends employment, social, healthcare, and educational policy changes across Europe.

6.  A 5˚C Arctic in a 2˚C World - Challenges and recommendations for immediate action

Published by: Columbia Climate Center, WWF, Woods Hole Research Center

This white paper summarizes the key outcomes of a workshop held in June 2016 to discuss the 1.5-2˚C change in global warming highlighted during the United Nations Framework Convention on Climate Change at Paris in 2015. A 1.5-2˚C change in global warming means a 3.5-5˚C change for the Arctic region, which can be disastrous. This white promptly highlights the immediate and long-term measures such as carbon dioxide removal and exploring the usage of alternate energy on a global scale.

It meticulously lays the background, the urgency of the situation, the need for immediate action, and recommendations.

7.  Satoshi Nakamoto's Bitcoin White Paperflite   Published by: Satoshi Nakamoto Why do we like this? No collection of white papers is complete without mentioning Satoshi Nakamoto's seminal piece on Bitcoin. This white paper, published in the wake of the 2008 financial crisis, is text-based and is a good starting point for anyone looking to learn more blockchain and cryptocurrency.

It describes the mechanics of a simple peer-to-peer electronic cash system, later known as Bitcoin.  It succinctly explains how the Bitcoin might function without relying on a country's government or central bank. There is hardly any information about Satoshi Nakamoto in the public domain, but this white paper ushered in the era of blockchain technology.

Should a white paper include counter arguments or opposing viewpoints?

Sure! Including counterarguments adds depth to your white paper by addressing potential objections. It’ll showcase an exhaustive and balanced view of the topic.

Can white papers be repurposed into other content forms?

Yes, you can repurpose your content from white papers into blogs, infographics, videos, and more. This allows your insights to cater to different audience preferences.

How often should a company produce white papers?

It’s always going to be Quality over Quantity. Choose to produce white papers when you have valuable insights to share. There is no strict schedule you need to adhere to.

What is a typical timeline for creating a white paper?

The timeline will vary based on your topic’s complexity, research, and writing process.  However, on average, the process might take a few weeks to a couple of months to complete.  

What are Your Favorite White Paper Examples?

Do you have any favorite white paper examples that you'd like to feature here? Is there any white paper that has awed you? Let us know your choices at [email protected] , and we will make sure it is part of this list.

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White Paper

An authoritative guide that discusses issues on a certain subject along with a solution on how to solve them

What is a White Paper?

A white paper is an authoritative guide that discusses issues on a certain subject, along with a proposed solution for handling them. The term, “white paper”, came about after the government color-coded reports to indicate who could access them, with the color white referring to public access.

White papers are commonly used today in the fields of business , politics, and technology to discuss challenges, issues faced, and solutions on how to overcome the challenges.

Types of White Papers in Companies

There are three types of white papers that are commonly used by companies:

• Benefits of the business – A case study of how a business process or specific technology can increase productivity
• Technology – Discusses a specific technology and its benefits
• Hybrid – Addresses the benefits to the business along with some technical details on the product/service.

Also, white papers are now being used commercially as a document for marketing and sales. They are also prominently used in the field of technology to discuss the potential uses of a new product and how it can help increase the efficiency of processes in companies.

Although a white paper discusses the uses of the product, it is ultimately a marketing tool that promotes the company through a sponsorship of the document. The distribution of the paper also helps the company gain sales leads .

Choosing a Topic for a White Paper

Keep the following points in mind when selecting a topic for a white paper:

1. Audience

Similar to writing an article or an essay, the audience is the first factor that is considered when writing a white paper. For a business, they can be longstanding customers of the company or new customers who will learn more about the business and its products and services through the document.

The white papers published by the government will discuss urgent issues and current events in the economy that the general public will want to learn more about.

2. Expert analysis

The white paper must be written by someone with extensive industry knowledge of the product or service and a thorough understanding of the subject at hand. For companies, the document should provide in-depth research on the product and highlight how it can help benefit customers.

3. Problem-solving

While the white paper provides detailed information about the company’s product/service, it should also address problems faced by customers and how the product can solve the problem. The problem must be relevant to the industry and the customer. Very often, white papers are written to address how a product can help the customer evolve with the new trends and techniques in the field.

A white paper should be structured in the following way:

1. Introduction

The introduction is an overview of the white paper. It discusses the main points that comprise the document. It also helps the customer identify if the content in the report is relevant to them.

2. Problem statement

The problem statement is the specific problem issue faced by customers that the white paper will discuss. The statement must be in line with the product/service. It also needs to be stated clearly so that it is understood by the reader.

3. Information

The information section is the most important part of the paper, where the introduction and problem statement are tied in together to discuss the product and all its features. The information will lead to a solution.

4. Solution

The solution section will help generate leads for the company, as it discusses how the product/service will help the reader. The solutions need to be relevant and backed by evidence to support the claims in the paper. This section must contain both quantitative and qualitative information.

5. Conclusion

The conclusion is a summary of the entire paper and can include a list of its key takeaways.

Uses of White Papers

White papers help increase the authority of a business and improve their credibility with customers. They can be utilized in a number of different ways, including the following:

1. Case study

Very often, many companies market lengthy case studies as white papers. A case study is a story about a business, the challenges it faced, and how the company’s product helped them overcome a problem.

A case study contains detailed and technical information and enables customers to see themselves using the product. Case studies help provide a real-world example of how the company helped its customer achieve success.

2. Reference

White papers are lengthy and detailed and may provide a lot of extra information that the customer doesn’t really need. However, they can often serve as a reference guide for other companies in the industry to help them improve their business.

More Resources

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How to Write a White Paper in 10 Steps (+ Tips & Templates)

Written by: Orana Velarde

Whitepapers are powerful assets for marketers and businesses.

According to a 2023 B2B Content Marketing report , 43% of B2B marketers admitted that whitepapers produced the best results for their content marketing efforts last year.

What’s the deal about whitepapers? They establish you as a thoughtful leader and build trust with your audience by providing authoritative content backed by research.

White papers can help move the needle for your sales team as well. A Demand Gen Report revealed that 71% of B2B buyers used white papers to analyze purchasing decisions. So if you're looking to funnel in high-quality leads, you can use whitepapers as a lead magnet. They not only provide value but also instill confidence in the minds of your readers about whatever product, service or idea you’re selling.

So, how do you create whitepapers that fetch impressive results, and how does it fit into your content marketing strategy?

In this article, we’ll walk you through a step-by-step tutorial on how to write a white paper. We’ve also included some great design tips for taking your white papers to the next level as well as advice on how to properly distribute and promote your white paper.

Want to skip the tutorial and get started? Use Visme to create a professional white paper in your browser using free templates, design tools and multiple download options.

Here’s a short selection of 8 easy-to-edit white paper templates you can edit, share and download with Visme. View more templates below:

Table of Contents

What is a white paper, how to write a white paper in 10 steps, white paper design tips & best practices, 7 ways to promote your white paper, white paper faqs.

• A white paper is a document used by business professionals to share in-depth information about a specific topic; typically to generate leads, build trust and increase sales.
• To write a white paper, you must choose a topic, conduct research, understand your audience, create an outline, write an attention-grabbing title and introduction, break up the content with subheadings and back it up with data.
• For better results, start with a template, create an enticing cover page, add a table of contents and relevant imagery, choose fonts and colors well, make your data beautiful and stay on brand.
• After publishing a white paper, promote it with a landing page, Visme Forms, paid or organic social media and email marketing.
• Use Visme white paper templates to get a head start and use Visme Forms to collect leads while sharing your white paper with an interested audience.

A white paper is a document used by business professionals to share in-depth information about a specific topic.

For example, you can use a white paper to share marketing statistics, compare different campaigns, present a complex analysis of an industry trend, or share an in-depth explanation of a specific process carried out by a team or company.

Here's an example of what a white paper looks like.

A white paper can be used for one or more of the following purposes:

• Generating leads by providing white papers in exchange for email addresses.
• Building trust by solving a problem or offering useful information on a particular topic.
• Increasing sales by using data-driven content to influence buying behavior.

Now, you might be wondering — how are white papers different from eBooks? Aren’t they both informational documents published by brands? True, but there’s a slight technical difference between the two.

How is a White Paper Different From an eBook?

Now, you might be wondering — how are white papers different from eBooks? Aren’t they both informational documents published by brands?

In many cases, you might find that the terms ‘white paper’ and ‘eBook’ are used interchangeably. However, there are a few differences between the two, and it’s important to know which one is best for your needs.

eBooks are electronic books that usually provide a general overview of a topic. They are more conversational in nature, and are normally directed at non-expert audiences who are new to a particular topic.

White papers , on the other hand, are targeted at more expert audiences who are already familiar with a topic and want to learn more about a particular aspect of it, such as a detailed analysis of a specific strategy. White papers are more factual, professional and research-based.

What Is the Purpose of a White Paper?

The purpose of white papers is to persuade prospects that a particular solution is a superior product or the best procedure for solving a problem. It’s commonly employed in B2B marketing to influence the decision-making processes of current and prospective customers.

3 Types of White Papers

Here are the three types of white papers used by businesses.

1. The Backgrounder (also called the evaluator's guide or product briefing) . They are used to simplify or explain new and complex technologies to technical audiences.

Backgrounders describe the features, functions, and benefits of a product or service. Because they help simplify complex information, you can use them to support product launches, technical evaluations or promote a product, service or idea.

2. The Numbered List. This whitepaper is organized into a list of points about a certain issue. It can also be used to present the key highlights of a new product or service in a format that’s easy to digest.

Here are some examples of numbered lists:

• 18 Stunning One-Pager Templates: How to Use Them & Best Practices
• 50 Eye-Catching Logo Color Schemes and Combinations
• 5 Top Rebranding Strategies & Examples to Make Your Own

This white paper format can come in handy for grabbing attention and nurturing leads in your sales funnel.

3. The Problem/Solution. This white paper outlines specific problems and uses persuasive, factual, data-driven arguments to convince readers that a specific solution is the best. This example of a white paper can help you:

• Educate marketers, salespeople and affiliates about your offering
• Acquire leads
• Redefine the industry and attract the interest of key stakeholders

Now that you know what a white paper is and what it’s used for, let’s get into the step-by-step process of creating one for your own business.

Step 1: Choose Your Topic

Before you start creating your white paper or even looking at white paper examples for inspiration, you have to choose your white paper topic.

To choose a relevant and impactful topic, ask yourself:

• Is there any important aspect of your industry with very little content or information on it available online?
• What aspect of your business do you think would be of value to share with your industry peers?
• Is there a specific angle about your business that you’d like to analyze and share your findings on?
• Has your team accomplished any admirable feats that could be replicated?

Choose a topic that you know and understand well. White papers are expert documents, so make sure you have enough knowledge to share and sources or proof to back it up.

You also need to pick a topic that interests your audience. If your audience is not relevant or engaging for your readers, it might not bring you the results you hope to achieve.

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Step 2: Conduct Thorough Research

Once you’ve chosen your topic, it’s time to collect information and data to create insightful content that delivers actual value.

You can use both internal and external sources to gather information for your white paper. The deeper you dive into your topic, the more unique and useful your content will be.

Here are several ways to conduct in-depth research for your white paper:

Find credible sources.

While researching the content for your white paper, keep a record of all the sources you use.

You can add these sources to your white paper in any of the following ways:

• As quotes inside the content
• As a list of references at the end of the document
• As footnotes

If you’re copying quotes and statements from thought leaders and experts in the field, be sure to mention them by name.

Read other journals, reports and white papers on the same topic.

Apart from your regular research online or at the library, a great way to find reliable sources is to read journals and reports already published on the same topic.

Reading up on content that’s already published on your topic will inspire you to come up with unique angles. It will also help you pinpoint content gaps, which you can address in your white paper.

Create a folder of all the research material on your computer so you always have it on hand.

Connect with experts in your industry.

For a more personalized approach, conduct interviews with people that work within the realm of your topic. Connecting with top-level personalities might be difficult, but if you construct and deliver your angle convincingly, they might just answer your call (or email.)

To find the right people to talk to, use a tool like BuzzSumo . The trick is to find the people talking about the topic you’re writing about in the white paper.

Put down a list of names, and use outreach tools like Respona to get in touch with them via email. Conduct interviews in the format that they’re comfortable with, it might be on a Zoom call, a meeting over coffee or maybe a written questionnaire.

Fact-check everything.

It’s in your best interest to share content that you’re sure about being reliable and true. Don’t skip this step, and fact-check the information you source in both previously published content and interviews you conduct.

There are plenty of online tools to help you fact-check your research — journalists and thought leaders use these tools regularly.

Step 3: Understand Your Audience

I mentioned above that a large part of choosing a topic and preparing the content for a white paper is to consider your audience.

But simply considering your audience is not enough — you have to go a step further and understand your audience on a deeper level. Ask yourself questions like:

• Why is my audience interested in this topic?
• How does my audience usually consume information?
• How much does my audience know about this topic?
• What does my audience want to know more about?
• How will my white paper help them?
• What type of research analysis is more suitable for my audience?

You might need to do in-depth research to answer these questions. If your team has already done this work, that’s one step less for you. It’s helpful to create a visual user persona to get a snapshot of your audience’s needs and characteristics.

The idea is that you need to understand your audience well in order to make a connection. If your title interests them, they’ll start to read, but if the content isn’t up to par, you’ll lose the opportunity to make an impact.

Have your user persona on hand to stay in line with the intended messaging for that audience. Here’s a simple template for a user persona analysis if you don’t have one yet.

Step 4: Create Your White Paper Outline and Format

You’ve done the research and now you’re ready to write the content. But before you can tap into your inner storyteller, you must first create an outline. This whitepaper outline will most likely set you up for a great Table of Contents in the final design.

Here’s a simple outline for a white paper as an example:

• Abstract or Summary
• Introduction
• Section Subheadings
• Footnotes/Sources

If you’re looking for a more detailed whitepaper structure, check out this infographic that lists the most important sections to include.

White papers are usually written in an uphill style with the conclusion at the end.

First, you lay out the playing field with the abstract, and then each section offers information that layers upon the one before it.

You can look at it like this:

• Present a problem or situation
• Offer a methodology with guidance
• Explain possible solutions without being pushy

In the end, a good white paper will give the reader an “Aha!” moment upon completion.

To create the outline and format for your white paper with Visme, open the whiteboard or a blank document template to start.

Draft your outline from scratch or use the practical AI Writer to help you. Add a text box and choose to write with AI. In the prompt window, explain the main topic of your white paper, what you’re planning to cover and ask it to write an outline for you.

If you’re writing from scratch, use high-level headings for the critical sections of your content, and then branch out into subheadings.

Jot down ideas and important points you need to cover under each section. These will be fueled by your internal and external research.

White papers are typically written in a standard document format, but you can also create a white paper presentation. In terms of functionality, think of the structure of a white paper more like a research paper and less of a report. The difference is that a report includes conclusions in the executive summary or introduction, while a white paper outline includes them at the very end.

Also, differing from an eBook, a white paper includes supporting data visualization apart from eye-catching imagery.

Step 5: Craft an Attention-Grabbing Title

The first thing your readers will see of your white paper is the cover. Make it eye-catching, interesting and welcoming. Your title or headline takes center stage on your cover, so pay special attention to that part.

To craft an attention-grabbing title for your white paper, our friends at Gaebler.com offer some interesting tips:

• Make it enticing
• Make promises
• Be clear and concise
• Use a subtitle

Let’s take a look at the title below, “The Alarming Spread of Dengue - And What We Can Do To Keep Ourselves Safe.”

What’s enticing about it? First, the design choices for this cover helps with the attention-grabbing aspect. The word ‘Dengue’ is in all caps and the entirety of the title is over a red splatter that resembles blood. The background is an image of a mosquito with a dark overlay. Instantly, your attention is piqued. This is where ‘being clever’ helps create a great headline.

This title also includes a subtitle, further informing the reader why it’s important they read the white paper. To be clear and concise, don’t use any fluff words.

This title also uses the adjective ‘alarming’ as a support word that makes the title more interesting without sounding exaggerated. Their research will probably prove just how alarming the spread of dengue is, so this is a perfect word choice.

You won’t always have a title that can be designed like the example above. Your title might be something like “The Army’s Framework for Character Development”.

To make this title more enticing, there’s also a subtitle, “Integrating Character Development with Leadership Development.”

The title is clear and concise, and makes a promise with the subtitle. There is room for improvement for the cleverness aspect in this title, but it’s not necessary in some cases.

Knowing when to be clever depends on your audience and topic. This white paper, since it’s about the military, needs to keep a more serious tone.

Step 6: Write an Enticing Introduction

As I mentioned above, white papers include the conclusion at the end, which means that you’ll have to welcome your readers with a different type of introduction at the beginning. The most common is a summary or abstract of what’s inside the white paper.

If you or the author is a thought leader in the field, then you should also include an author blurb alongside the introduction. The example below uses one page to cover both instances — the author blurb on the left and the introduction on the right.

Be concise and inviting when you write the introduction, be it a welcome note or an abstract. Don’t give too much away, but also make sure to point out the main factors. Include why you wrote the white paper and what you hope the reader will get out of it.

Step 7: Break Up the Content With Subheadings

Now it’s time to format the content in your white paper properly. Inside each main section, use subheadings to break up the text so it’s easier to read.

The example below shows how the main topic page is divided into subtopics. This page could work as an opener for a more extended section, which will be separated into three subsections, mirroring the first page.

Using subheadings to break up content is vital for the reader. It helps with information retention and research purposes. Readers might want to highlight specific areas; subheadings will make it easier to find their notes later.

Step 8: Back Up Your Content With Data

White papers are meant to be informative, full of value and well-researched. And there’s no better way to support your findings than with solid data.

Using verified facts, statistics, quotes and other data as evidence in your white paper can help your business establish authority in its niche. It’s also important for ensuring your white paper has a powerful impact on your audience.

Make sure you properly cite all the sources of the data you use in your paper. To cite your sources, use either annotation with footnotes, or annotations and a final section listing sources. The most important thing to consider when citing sources is that they’re fact-checked and relevant.

To make your data more engaging, you can use data visualization techniques such as charts, graphs, widgets, maps and more. More on this later.

Step 9: Ensure Value in Every Paragraph

This tip is more important than you think. A white paper is not a magazine editorial or a fiction novel, so avoid adding any fluffy language that simply fills up the page. Every paragraph must bring value in some way.

As I mentioned above, the content of a white paper takes the reader on a journey from a base problem or statement.

It leads them uphill with researched methodologies, solutions and data to a conclusion that makes the reader feel like they’ve learned something important.

Improve the impact of your white paper by writing it in collaboration with your team or colleagues. Use the workflows feature to assign the data visualizations to one person, a specific section to another, the proofreading to another and so on. By writing it together you can ensure that everything is covered and the overall message makes sense.

Step 10: Proofread and Edit

Never skip the proofreading and editing stage. All the work you’ve put in with the research and writing can be ruined with a silly typo in a heading or a duplicated sentence.

Yes, everyone makes typos, but pros have proofreaders to make sure they don’t.

If you can’t do the proofreading and editing yourself — don’t worry, hardly anyone can — ask coworkers to help or consider hiring a professional. It’s worth it!

Your content is ready and it’s time to put it all together in a concise document format. The design of your white paper is more important than you’d think. If you design well, you can make even the most boring topic look interesting.

To design your white paper, choose the tool you’re most comfortable with. Most professional designers prefer using Adobe InDesign, but it can be difficult to use for beginners and non-designers.

Not convinced? This is what one of our users had to say about creating with Visme,

Regardless of the software you use, here are some design tips and best practices to help you enhance your white paper and make it more engaging.

1. Start With a Template

Creating a white paper from scratch can be tricky, especially for beginners. You’d need to think of a design layout that fits your content, follows visual hierarchy principles and looks great.

Thankfully, there are dozens of white paper templates available online that you can simply customize according to your needs. You can find ready-made white paper templates that fit your topic or content requirements in Visme’s white paper template library .

White Paper Templates

Design Case Study White Paper

Design Tool White Paper

Design Survey White Paper

Workplace Design White Paper

Social Media Privacy Concern White Paper

Product Design White Paper

Create your white paper View more templates

It’s easy to customize the white paper templates in Visme. There are multiple pages of different kinds, including a table of contents page. Add, remove and duplicate pages with a single click.

You can also change text, colors, images, fonts and more. Or, take it a step further and add charts and graphs, embed videos, insert links and hover effects, add animated illustrations and icons, and more.

2. Create an Enticing Cover Page

Just like your title, your white paper’s cover page is the first thing your audience will see. Make sure it’s worth it and compels them to read further.

The design of your cover page should be engaging, and it should support your title by giving it context. It should also establish the theme of your white paper.

Here’s an example of a white paper cover page from a Visme template.

In the example above, the background photo and color scheme of the cover page establish the topic of the white paper. You can tell at first glance that it’s going to be about nature or the environment.

Look for ways to make your title more enticing, maybe by making the text bigger, a different color or as a section in a separate line.

When choosing a visual for your cover page, make sure it’s 100% relevant. It could be a photo with or without overlay, an illustration or a graphic design with icons , shapes and colors. If you’re not confident in your design skills, stick to what the template offers or use the Visme AI Image Generator . In the prompt window, share the topic of your white paper and the message you’re sharing. Mention the colors that are prominent in your design to get better results from the generator.

Last but not least, add your logo on the cover page of your white paper to turn it into a branded document. That way, it will help increase your brand awareness and recall when your white paper is shared among your audience.

3. Add a Table of Contents

The table of contents is the next page after the cover. It lays out the top-level headings in order, along with the page number where that section starts.

Here’s another example of a white paper with a unique table of content layout

Most templates have around 6 or 7 headings ; simply duplicate and extend each line item to add more. The final page numbers should be added at the end when you’re done formatting the content.

For digital white papers, add hyperlinks to the headings that will help readers navigate to the relevant page and make it easier for them to browse your document.

Don’t forget to add a link to your table of contents page on every page in case readers want to go back — a simple home icon in the corner would do.

4. Add Relevant Imagery

Your white paper needs visuals. Adding imagery can not only make your white paper look more engaging, but it can also help keep your document on brand.

Every piece of imagery you select must have a purpose; if you’re adding visuals for decorative purposes, make sure they are relevant and support the content somehow.

If your company has corporate photography, use that instead. Using branded imagery helps with credibility and thought leadership status.

When you don’t have brand photos to use, select stock photos that fully embody your topic and don't distract from the research you’re presenting.

The white paper templates in Visme offer stock image placeholders to help guide your design. You can add photos by uploading from your own computer, or by tapping into Visme’s built-in library of free images, illustrations, icons, videos and an integrated AI Image generator.

Other sources for visuals that we recommend include Unsplash and Adobe Stock. You can also use data visualizations like charts, graphs, maps and infographics to add a visual touch to your white paper.

5. Choose Your Fonts Well

The typography on your white paper must be easy to read. The headlines, titles and subtitles must be more noticeable than body text. And this is where fonts come in — fonts are an important factor when creating a textual hierarchy for your content.

White papers are not the type of document for display or overly decorative fonts. Use classic document fonts like Lato, Garamond or Helvetica. Stick to one font style for the entire document — choose between serif or sans serif, and don’t mix them.

To differentiate the sections in your body text where you’re using the same font, you can play around with font sizes, add solid color blocks behind paragraphs and make footnotes smaller and italic.

6. Use a Consistent Color Scheme

The colors in your white paper must be balanced and harmonious throughout all the pages. Use color themes to change all the colors in a document with one click; it’s much faster than changing the color of every element one by one.

You can also turn your brand’s color palette into a one-click color theme in Visme, which will show up in the color themes tab in the editor. This technique will not only keep your white paper on brand, but all other projects created by your team.

We recommend keeping color theory and color psychology principles in mind when choosing colors for your white paper design. Using clashing colors can negatively impact your brand image, as well as make your white paper difficult to read.

7. Make Your Data Beautiful

With imagery to visually support your content, you’ll need data visualizations to support your research and analysis. Use different types of data visualizations depending on your needs. You can choose from:

• Line, bar and pie charts
• Data widgets

No matter which type of data visualization you use, it has to look good. We believe in making data beautiful, and that’s easy with Visme.

Inside the graph maker, you can customize the chart’s appearance with colors, typography and positioning of legends so it matches the rest of your white paper design.

For example, here’s a page from a white paper template in Visme. Notice how the bar chart design blends in seamlessly with the rest of the content.

But data visualization is not only reserved for numerical data. You can also use infographics to visualize text-based information.

Don't simply present your data; tell a story with it! Data storytelling provides more context and makes your findings meaningful for your audience.

The infographic example above visualizes the effects of arsenic poisoning in humans using a large illustration of a skeleton, lines and icons in an anatomy-style layout.

8. Keep it On Brand

Every visual project that your company or business creates should be branded, including your white paper. I mentioned above how to use brand colors for all the elements inside the white paper pages, but you should also consider the fonts, icons and other visuals.

If your brand has a set font pairing, use that. If your company has a set of custom icons, use those! You can easily upload your brand fonts, logo and assets to Visme and store them in your Brand Kit to use in any design project.

Apart from branding the visuals inside your white paper, also make sure that the content is on-brand.

A white paper’s purpose is to give your business credibility and good standing in your niche. If the way your content is portrayed doesn’t match your brand voice and tone, then it won’t have the impact you desire.

This is why proofreading and editing are essential, to make sure that every sentence and paragraph matches your brand voice.

9. Establish Visual Hierarchy

Just like there’s a flow to the content in your white paper, you need to create a visual flow to ensure your imagery is balanced and attractive.

Visual balance and flow are achieved with good use of hierarchy principles . The most obvious is de-escalating the sizes of your headings, subheadings, body text and footnote.

Watch this video to get a quick overview on visual hierarchy principles:

Moreover, a photo shouldn’t overpower the text unless the image is what you want the reader to focus on. Also, data visualizations with legends too small to read are useless, so make sure they’re easy to understand and the surrounding context is relevant.

Additionally, body text in large chunks might be hard to read; to make it better, try using two columns instead.

Test your visual flow with co-workers or people in your team. Ask them for honest feedback about the way the pages feel to them. Are there any confusing formatting problems or things out of order? Fix those issues and you’re ready to share your white paper.

What good is a white paper if you’re not sharing it with your audience?

Offering your white paper in exchange for an email sign-up is just one of the ways you can use it for marketing purposes and for generating leads .

Here are some ideas for distributing and promoting your white paper.

1. Publish Your White Paper

The first step to distributing and promoting your white paper is to publish it. With Visme, you can do this a couple of ways; digitally or as a printable document.

Create a live link.

Our favorite publishing and distribution format is digital. When you publish your white paper to the web, we’ll host it on the Visme servers and your readers will be able to read it online.

If you want to collect emails in exchange for distribution, simply add a sign-up form or create a password-protected entry. You can even add the option for viewers to download a PDF version of the white paper. You’ll find all these options in the sharing and privacy settings. When you choose this option, you can also track opens and views with the Visme analytics dashboard .

Embed into your website.

When you publish your white paper digitally, you can not only share it as a link, but you can also embed it onto your website. Doing this will keep readers on your site longer, and they’ll have a better opportunity of getting to know your brand.

Just like when you share a link, an embedded white paper can also have a sign-up form or password-protected entry.

Download as a PDF.

If you want to go the classic route, simply download the white paper as a PDF and send it to your readers in an email or a zipped file. Even though this is the general way of sharing a white paper, it’s not the most impressive or memorable.

When you share a white paper digitally and give readers an option to download it, you cover all your bases and make an impact.

2. Create a Landing Page

Promoting and sharing your white paper needs a launchpad from where it can be distributed. A dedicated landing page with a clear call-to-action is your best bet. Add a landing page to your website or with a tool like LeadPages or directly in your CMS .

Here’s an example of a white paper landing page from Meta:

With this strategy, the white paper can be used as a lead magnet to collect emails . A white paper is usually top of the funnel content, perfect for connecting with potential customers and clients. Using a white paper as a lead magnet is great for brand awareness and topic authority.

Your white paper’s landing page can either have a CTA that directs readers to the digital version of your white paper or the page on your website where you’ve embedded it.

Better yet, set up a Visme Form where you offer the link to the white paper in exchange for their email. Visme Forms are not your regular forms; they can have multiple steps and customizable 3D animated characters.

If you prefer to offer it as a downloadable PDF, include the file in the thank-you message they see after they sign up on the form on the landing page. You can even add interactive elements to engage your readers better.

Use visuals from inside your white paper to promote the content, and create iPad mockups with your cover page inside it. The landing page URL can also become your go-to for sharing on platforms like social media and paid online ads.

3. Share It On Social Media

Sharing your white paper on social media is essential for your audience to learn about your document and the value they will gain from it.

Create social media graphics and relevant copy for each platform you’re active on. Use enticing and inviting language to convince people to download your white paper.

Design social media posts right in Visme using your Brand Kit and the visuals from your white paper. Try placing the cover page of your white paper into an iPad mockup, so people know that you’re promoting a digital reading product in your post.

Share promotional graphics for your white paper with Visme’s social media scheduler right from the editor. Schedule it to your favorite channels or post it manually as you create the material.

4. Run Online Ads

Apart from posting and sharing on social media organically, consider running paid ads. This is where your copy and visuals need to be on point as you’re paying per click and you’ll want your ROI to be positive.

Create your ads with Visme easily . Try creating short videos with visual effects and enticing copy that will make people interested in clicking on your ad. A/B test some different styles of ads to find out what works better and then create more of those.

5. Send to Your Email List

A white paper is great for generating leads, but you can also send it as a gift to your existing email list. Send the link to the digital version or the PDF file to everyone on your email list with a small blurb and invitation to read.

Include a summary and add more info than you would on a social media post. You don’t need them to sign up in exchange for the white paper; you just want them to open it and read it, so it’s okay if you reveal more of what’s inside.

6. Create a White Paper Hub on Your Website

When you have more than one white paper or e-book in your repertoire, consider creating a hub on your website where your audience can see all your offerings in one place. Lay it out as a gallery or list, linking each item to its relevant landing page.

Here's an example of a hub we created for our graphic design eBooks .

Share the URL of your hub in your social media posts, online ads or email newsletters. The more published content you have in the hub, the higher your authority in the niche.

If you plan to create and share numerous live Visme links for white papers, start using Visme’s dynamic fields feature.

Create dynamic fields for datasets that can change over time, such as demographic percentages or quantitative figures that you’ll likely share across several white papers. Then, when you have to change it by editing the dynamic field, it will reflect on all white papers where that data was included.

7. Run an Outreach Strategy

Another technique to distribute your white paper is to run an outreach strategy. This practice involves reaching out to people in your niche who might want to share your white paper with their audience.

Distribute to influencers and publications.

Have your outreach team contact influencers and other publications with the news about your new white paper. If you mentioned any thought leaders in the white paper, share it with them as well.

Invite them to read the white paper with your live link or PDF, and ask if they’ll share it with their own audience.

Have your sales team share it with prospects.

Above, I mentioned that you could send the white paper to your email list. Take it further and have your customer success team share the white paper in a more personalized manner with your most loyal customers or good prospects.

Additionally, include a CTA to the white paper landing page on relevant blog posts on your site. This can help grow your potential audience and strengthen your internal linking at the same time.

If you still have questions about writing a white paper, these frequently asked questions can help clear your doubts.

Q. How to Write a White Paper in One Day

You might not be able to write and finalize a white paper in one day but you can surely have a first draft. Once you have that, the rest is much easier.

Write your white paper first draft with one of Visme's templates or use Visme AI Document Generator . From inside the Visme template gallery, open the AI Designer by clicking on the “Generate with AI” button. Tell the AI that you need a white paper, and share your topic and goal, plus any information you’re planning to feature. The chatbot will show you a few styles, choose one and wait at most two minutes for the white paper to generate.

Q. How to Publish a White Paper

You can publish a white paper in several ways. The most common is to share it as a digital or static PDF, but you can also share it as a flipbook, embed it to your website, include it in an email or share it as a printed document.

With Visme, you can share it as a live Visme link with or without a password entry. You can also use your white paper as a lead magnet by asking for an email before granting access.

Q. How Do You Start Writing a Whitepaper?

To start writing a white paper, you must choose a topic, conduct or gather relevant research samples and draft an outline. From there, start working on each section by writing the content and brainstorming ways to visualize the data.

Q. What Is a White Paper Example?

A white paper typically looks like a document with 8-12 pages starting with an eye-catching cover page and an enticing title. If you’re looking for visual examples of white papers, check out this list , where we share a wide variety of white paper examples.

Q. How Long Should a White Paper Be?

While white papers generally range from 6 to 12 pages, the ideal length can vary based on the complexity of the topic and the preferences of your target audience. Prioritize depth of analysis and clarity communication over strict adherence to a specific page count.

Q. Who Uses White Paper?

White papers are used by businesses, government agencies, nonprofit organizations and research institutions to present authoritative information, educate audiences on complex issues and influence decision-making processes with their respective industries or fields of expertise.

Ready to Create an Engaging White Paper?

Using white papers as lead magnets, solving a problem or educating your audience is a great way to improve your marketing efforts while building authority in your niche.

You’ll collect leads which you can nurture into loyal customers who will be glad to share all the content you create.

But creating one for the first time isn't easy.

To make it easier on yourself, use practical tools like pre-designed professional templates, the Visme AI Document generator and the myriad of design and business features inside the Visme editor.

If you’re ready to create your white paper , sign up for a free Visme account and choose one of our white paper templates to get started.

Create high-converting white papers in minutes with Visme

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About the Author

Orana is a multi-faceted creative. She is a content writer, artist, and designer. She travels the world with her family and is currently in Istanbul. Find out more about her work at oranavelarde.com

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Blog Marketing How To Write & Format a White Paper [Tips & Templates]

How To Write & Format a White Paper [Tips & Templates]

Written by: Chau Nguyen Jun 28, 2023

Okay, so you’re working on a white paper. That’s great! The thing is, attention spans are goldfish-level short these days.

People are busy, and dense text can be hard to get through. Even if your white paper has valuable information, a lot of text might make it difficult for readers to absorb everything.

That’s why I’m here to help! In this article, I will help you craft an engaging white paper using Venngage’s white paper maker . Discover tips for keeping it interesting, using visuals (spoiler alert: they’re key!) and even snag some white paper templates to kickstart your project!

Let’s get started!

Click to jump ahead:

How to write a white paper

How to structure a white paper, how to create a white paper outline, tips for designing an engaging white paper, faqs about white paper writing.

Before making your white paper engaging, you first need to make it informative and credible. After all, it’s an important document to establish you as a thought leader in your industry.

Here are some guidelines to ensure the quality of your white paper:

Research your audience and topic well

Think about who will be reading your white paper. Are they actually experiencing the problem you’re trying to solve? Will your solution work for them? How much information will they need to be persuaded?

White papers are authoritative in nature, so people expect them to come with meaningful data from credible sources. Make sure you research your audience and your topic well to know how much data you need to make your case.

If your data comes from primary research, you can include your methodology as well for transparency and credibility:

Once you’ve nailed your research and solution, time to deliver all that information the best way you can. The language you use here must be the same as your audience’s: think of all the words and phrases they use often and try to incorporate them into your white paper writing.

You should also consider how people will read your paper — on desktop, on tablet or on mobile.

Mobile accounts for about 50% of global website traffic , reaching nearly 60% in Q2 2022. 

Unless you have enough resources to create a responsive white paper ( like this one! ), you should make sure your document is legible on mobile. This means breaking up your paragraphs into smaller chunks of text and adding plenty of visuals so it’s easier on the eye:

I’ll touch on more tips to make your white paper engaging in the next section, so stay tuned!

Make sure people can scan your content

And to do that, you should break up your text with headings and subheadings. This helps keep your white paper organized and allows your reader to scan through the information easily.

You should also add a Table of Contents after the title page to help readers navigate your paper. Or in this case, the Table of Contents sits right on the first page:

Keep it succinct and to the point

There’s no standard length for this type of content, but a good rule of thumb is to write a white paper that’s around six pages. This should be enough space to do justice to your research and data, without overwhelming your readers.

Plus, it’s always good to be mindful of your audience’s time when creating any type of content.

As white papers ‌provide expertise or a solution to a problem, your audience should be willing to devote a good amount of time and attention to your content… but don’t push your luck!

No matter how interested a reader is in a topic, they’ll drop off eventually if you ramble instead of getting to the point. 

Most white papers follow a standard format that includes a:

Introduction

• Proposed solution

You may be wondering why there isn’t a problem statement section. After all, a white paper is supposed to dissect and provide solutions to a problem, yes?

Well, you can include the problem statement in the intro — intros explain what a white paper is about. This section is the perfect place to make a case for your white paper.

But of course, there’s no rigid format you should follow to a T. If it works better with your content, feel free to make your Problem Statement a separate section.

Now, let’s look at what you should write in each section with examples:

The title page is straightforward: it includes the title of your white paper and the name of the organization that produced it (or the author’s name).

This government white paper discusses the problem of illegal tobacco trade and proposes several approaches to address it: 

Just so you know, some of our templates are free to use and some require a small monthly fee.  Sign up  is always free, as is access to Venngage’s online drag-and-drop editor.

You can also include a sub-headline under the title to further explain what it’s about: 

The introduction should explain the purpose of the white paper and why the reader should care. It should be interesting (and informative) enough to hook the reader right away and keep them reading.

As mentioned, the introduction also contains your problem statement. In other words, it should provide an overview of the problem you’re trying to address. You don’t need to include too much information here, as that’s the role of the Background section.

Here’s an example:

The author introduces an overview of the problem — phishing scams — which is backed with visualized data that allows readers to grasp its impact at a glance:

Related :  How to Visualize Data In Your White Papers

Here’s where you provide background information about the problem you’re discussing. This section tends to be research- and data-heavy.

Let’s revisit our “Approaches to Battling the Illegal Tobacco Trade” white paper. Here’s what the Background section looks like:

The author provides a table that lists the countries where illegal tobacco trading is present, from the least problematic (less than 10% of the industry) to the most (40% and above).

The author also includes some background information on illicit tobacco products, all backed by data:

“Cigarettes account for over 90% by value of tobacco product sales. They are also the most illicitly traded form. Numerous bodies of research indicate that the illicit cigarette trades represents approximately 10%–12% of the total cigarette market — although this varies by country.”

And why illegal tobacco trade is problematic:

“Each year this translates to a loss of government revenues from US$40 to US$50 billion.”

Now, onto the proposed solution.

This could be a product, a service or a course of action. 

This government white paper addresses the sugar consumption crisis among children and proposes a policy to ban the sale of added-sugar products in schools:

Let’s look at another example. This technology white paper proposes a product as a solution: new technology that helps prevent falls in tilted chairs:

No matter what solution you propose, it should be well-supported with evidence. In the white paper above, the author presents elements that make their new technology the solution to fall prevention: 

Stuck for ideas on your tech white paper? Check out our awesome tech white paper templates to get your creative juices flowing.

The conclusion should summarize the main points of the paper and provide recommendations for next steps:

You can also add a call to action here, like “contact the author for more information”. Or if you’re writing a white paper to gather more leads, you can add some information about your business too: 

Note : white papers are academic in nature, so you should use reliable sources to back up your argument and include citations/references as needed.

You can follow these ten useful pointers when creating your white paper outline:

• Define your purpose : Clearly identify the objective of your white paper. Determine what problem you’re addressing or what information you’re providing to your audience.
• Research and gather information : Conduct thorough research on the topic to gather relevant data, statistics, case studies, or expert opinions. This will help you support your key points and strengthen your arguments.
• Develop an introduction : Begin your white paper with a compelling introduction that grabs the reader’s attention and provides an overview of the topic. Clearly state the problem or opportunity you’re addressing and briefly outline your proposed solution.
• Organize main sections and subtopics : Identify the main sections that will structure your white paper. These sections should correspond to the key aspects or steps of your proposed solution. Break each section into subtopics that will be discussed in more detail.
• Provide supporting evidence : Within each section, present evidence, examples, and data to support your claims and validate your solution. Use clear and concise language to convey your points effectively.
• Include visuals and graphics : Visual elements such as charts, graphs, diagrams, or infographics can enhance the readability and understanding of your white paper. Incorporate relevant visuals where appropriate to illustrate complex concepts or data.
• Craft a conclusion : Summarize the main points discussed in the white paper and reiterate the proposed solution. Emphasize the benefits or value that readers can gain from implementing your recommendations.
• Add an executive summary : Write a concise executive summary at the beginning of your white paper, providing a brief overview of the entire document. This allows readers to quickly grasp the key points and decide if they want to read the full paper.
• Review and revise : After completing the initial draft, review and revise your white paper for clarity, coherence, and overall effectiveness. Ensure that the information flows logically, the language is concise and engaging, and there are no grammatical or spelling errors.
• Format and finalize : Format your white paper to make it visually appealing and reader-friendly. Use appropriate headings, subheadings, fonts, and spacing. Consider adding a table of contents for easy navigation. Finally, proofread your document one last time before publishing or sharing it.

Let’s say you’re looking for a white paper on sugar consumption in children. Would you read this:

Needless to say, applying visuals and data visualizations to your white paper makes a big difference. And you don’t need to be a professional designer to do so. Let’s look at some tips for creating an engaging white paper design:

1. Use a white paper template

If you don’t have the design skills to organize your draft into a well-designed document full of visuals, using a template is the way to go.

Venngage offers dozens of  white paper templates  you can edit for your business.

To get started, simply  sign up for a free account , search for a white paper template and edit away.

To make it even easier for you, we’ve made a video walking you through editing a white paper template in Venngage. Check it out here:

2. Add data visualizations to your white papers

If you’ve got yourself some good data, don’t bury it under heaps of text. 

While everyone on your team is busy creating boring Word documents, you can be the creative genius that uses charts and pictograms to craft a visually engaging white paper.

The type of charts you use will depend on the type of data you’re visualizing. We have  a guide to picking what types of charts to use  that can help you there. 

You could use a line graph to show revenue  growth over time . Or you could use  pie charts  to show parts of a whole, like in this policy white paper example:

Pro tip: with our  online graph maker,  you can create better charts and graphs than the standard Excel charts. A plain old bar graph won’t do much to inspire anyone, but a creative chart that tells a story can. 

Pictograms  are also a creative and effective way to visualize statistical data. Take a look at the white paper example below. Pictograms act as visual aids to showcase key statistics and changes in the IT sector:

Don’t be afraid to mix it up. They say variety is the spice of life — and this saying applies to white papers, too! This business white paper design, for example, combines both bar graphs and pie charts:

For more tips on visualizing data for your white paper, check out our post:  How to Visualize Data In Your White Papers

3. Emphasize key points and takeaways with tables and text boxes

Visualizing information or data doesn’t mean just using graphs. When writing a white paper, you can also section off important pieces of information using tables and boxes.

In the white paper template below, the designers used a table to organize key points and takeaways from each main section:

Here’s another example of a white paper layout that uses a table to highlight some key statistics:

Breaking up lengths of text with boxes will help make your white paper easier to read, like in this example:

Which brings us to our next point…

4. Break up chunks of text with visuals

Visuals are perfect for illustrating ideas and emphasizing points.

Don’t be afraid to break up your text with visuals and create some breathing room in your white paper. You can even dedicate a whole page to pictures. Images give the eyes a rest and help reinforce information.

Take this white paper example — it dedicates a whole page to an evocative quote and photo:

Visual headers are also a great way to break up expanses of text while still having the visuals serve a purpose. You can create your own illustrations using icons — this can make for some fun and quirky headers, like in this workplace tech white paper:

5. Allow for plenty of white space on your pages

Speaking of giving your text some room to breathe, make sure you don’t crowd your pages with too much text or images.

Adding white space (or negative space) can help ensure your design isn’t too cluttered. 

Check out how this example uses plenty of white space on nearly every page. The result? An organized and modern white paper design:

6. Use a consistent design that reflects your white paper topic

When you’re designing a multi-page document like a white paper or a report, your pages should have a cohesive look and feel.

(Note: by using a consistent design for your white paper, you’ll achieve  unity  — one of the 13 basic  design principles .)

First, think of the themes reflected in your white paper. Is your white paper about social media engagement? Then using illustrations of birds (“tweeting”) or speech bubbles could work.

A white paper topic focused on establishing a sprint process could use race track visuals instead.

The hiring strategy white paper below uses greenery as the main design theme. Plants reflect the concept of growth associated with recruitment:

7. Incorporate your branding into your white paper design

To improve brand recognition, you need to have  consistent branding  across all marketing collateral. This not only helps your  marketing efforts  but also helps you maintain consistency in your internal and external comms.

Be sure to incorporate your  logo , brand color palettes and fonts into your white paper design.

For business users, Venngage’s  My Brand Kit  makes it easy to save your logos, brand color palettes and brand fonts for later. Then, you can easily apply them to your designs with one click. 

For example, you could change the colors of this white paper template… 

…to this: 

Try thinking of creative ways to incorporate your  branding . 

This white paper design, for instance, extends the use of its signature color beyond standard headers and icons. It actually applies a transparent color overlay to the images, adding a punch of color and reinforcing its brand palette in an unexpected way:

We have plenty more white paper design tips in our post on the top 20+ white paper examples you can use for your business. Or you could browse our business white paper templates selection to get started right away!

What is a white paper?

A white paper is a well-researched, in-depth report that discusses a problem and proposes a solution to that problem. Here’s an example:

Typically backed up with lots of data and persuasive, factual evidence, quality white papers address complex concepts or problems, making them essential for any content marketing strategy.

For more information on the origin of white papers (including why they’re called “white papers” in the first place!), read our post:  What is a White Paper? 15 White Paper Examples to Get Started .

What is the purpose of a white paper?

White papers often have original research to back them up, and take a strong stance on what needs to be done to solve a problem.

In other words, white papers advocate for the best solution to a particular problem, making them authoritative by nature. This makes sense given that they’re often used by the government, like in this example:

White papers are everywhere these days, and businesses use them for all sorts of things. But if you’re tackling a government white paper, these government white paper templates might be just what you need.

They’re still an authoritative source of information, but rather than just to inform or educate, white papers can also influence an audience’s decision-making process.

This marketing white paper , for example, aims to persuade businesses to market themselves effectively in order to attract talent:

Companies can also use white papers to show that their product or service can best solve their customers’ problems. Of course, they still need to back their claims with research and evidence.

A cyber security company could use this white paper to showcase their expertise and offerings in order to drum up more business.

Make sure your white paper is not only informative but also engaging!

Remember how the average human attention span has dropped to below that of a goldfish?

Even when a reader is interested in the topic of your white paper and plans to devote a good chunk of their time reading it, they may still bounce if your content is too dense (read: walls of text).

So make sure you think of your audience when you write your white paper and follow our design tips to keep them engaged.

And remember, you can create a professional, well-designed white paper using one of Venngage’s white paper templates. It’s free to get started!

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The 2024 Ultimate Guide: How to Write and Format a White Paper

The step by step guide to succeeding with white paper marketing.

• 1 What is a white paper?
• 2. White paper examples
• 3 How to write a white paper
• 4 Mistakes a white paper should avoid
• 5 White paper Format
• 6 Gating your white papers
• 7 White paper distribution
• 8 Handling your white paper leads
• 9 Choosing the right white paper template
• 10 Final thoughts

Introduction

White papers are a popular and powerful tool for content marketers. They can be used to position your company as a thought leader and authority on a particular topic by presenting useful and persuasive research findings and technical information about your products and services.

White papers can also be used as a powerful asset to generate more leads when the information is valuable enough for readers to submit their personal details in order to access your findings. This ultimate guide will teach you everything you need to make white paper marketing a formidable addition to your content marketing strategy . 

1. What is a white paper and why is it important?

A white paper is an in-depth report or guide informing readers about a specific topic and its problems. It is meant to educate readers and help them to understand and solve an issue. It is important as it helps establish a company as an expert in its field, educates customers, and influences decisions. 

In the world of marketing, a white paper is a long-form piece of content , similar to an eBook . The difference between the two is that white papers tend to be more technical and in-depth. The facts and opinions expressed in white papers are often backed by original research or statistics that the publisher has aggregated from reliable sources. They often include data visualizations such as charts, graphs, tables, and more.

The term "white papers" originated in England as government-issued documents. One famous example is the Churchill White Paper , commissioned by Winston Churchill in 1922.

Today, the term is most commonly applied to “deep dive” style publications for marketing purposes. Businesses — especially in the consulting, financial, or B2B sectors — use them to communicate their organization’s philosophy on a topic, make the case for the superiority of their product, or simply to present important points related to their field.

White papers are no less editorial than other forms of content, but the depth of research lends them an authoritative tone. For this reason, they are good candidates for promoting thought leadership .

Who uses white papers?

In the past, white papers were most often produced by governmental agencies, NGOs, think tanks, consultancies, and financial institutions that needed to present the findings of their ongoing research in a succinct format.

With the widespread growth and adoption of content marketing (the creation and distribution of non-promotional content intended to generate interest in a business and its offerings), white papers have become more common in other industries as well. Any organization that engages in content marketing can benefit from producing white papers.

Their popularity across industries is due to their versatility. While all white papers have certain elements in common, a B2B startup will use them differently than a large consultancy, and both will use them differently from a governmental organization.

Types of white papers

There are numerous types of white papers a business might publish.

• One type is the backgrounder , in which the benefits of their product, service, or methodology are explained in depth.
• Another is a problem-solution approach, which walks the audience through the solution to a problem that is common in their industry.

Other types of white papers simply present a summary of useful statistics and information about the state of a particular field or industry. An example of this would be the Content Marketing Benchmarks Budgets and Trends from the Content Marketing Institute.

Whatever type you produce , the contents of your white paper should serve to showcase your expertise in a given area. Your audience is searching for an information document and will look for an authoritative source — a business they perceive as having in-depth knowledge of a subject.

The contents of your white paper should serve to showcase your expertise in a given area.

How can a white paper benefit businesses or organizations?

White papers enable you to build trust with your audience. They show readers that you're reliable, experienced, and adept in a given domain. When potential customers search for an informational document to help them understand a problem or opportunity they're facing, and you provide them with a quality white paper that helps, they'll turn to you again in the future.

This perception of authority can also serve to boost sales in an organization. More than half the respondents to the Eccolo Media B2B Technology Content Survey reported having read a white paper before making a buying decision. Buyers prefer to purchase from vendors they trust and see as experts in their field.

Finally, white papers are extremely useful for lead generation . The Content Preferences Survey from DemandGen found that more than three-fourths of survey respondents were willing to exchange personal information for a white paper — more than for eBooks , case studies, analyst reports , podcasts, brochures , or infographics.

With all of these potential benefits, utilizing white papers in your content marketing strategy can produce great results.

More than three-fourths of survey respondents were willing to exchange personal information for a white paper.

2. White paper examples

When you think about white papers, you probably think of PDF articles with thousands of words. But times are changing and so is the way we produce and consume content.

Nowadays, every marketing collateral (including white papers) needs to be well-written, well-structured, and designed for every type of visitor. 

Here are some great examples of white papers doing exactly that. 

This unique one-pager presenting findings from the Developers at Work Survey demonstrates how a white paper should be done. The animated, interactive data charts show off just what's possible with our embed feature .

Open white paper example #1  

Privacy and the GDPR - BDO

This well-produced special edition produced by BDO and creative agency Monte Media does an incredible job of turning a conventionally dull topic into a piece of content that's engaging and comes to life.

Open white paper example #2

This white paper is a step by step guide to succeeding with content marketing.

See more  white paper examples

Start creating white papers with Foleon

3. How to write a white paper

Starting a white paper can be a daunting task. So much information and research are required that it’s easy to get lost in that portion of the work and let it become a roadblock to actually putting things on paper.

Even after the writing itself has begun, white papers are tricky to do well. Simply listing statistics without some form of narrative arc is a surefire way to keep your white paper from ever being read. Luckily, following a few simple guidelines can help keep a white paper engaging and make the process of finishing it much easier.

Pick the right topic

This might seem obvious, but without a topic that resonates with your audience, your white paper is not likely to be read. When choosing the right topic, you should consider three important criteria:

• It should be something you are qualified to write about.
• It should be something your audience is interested in.
• It should address a topic around which little content has been written already and thus fill a " content gap ."

Naturally, finding a topic that brings points 1 and 2 together is vital. White papers are meant to be authoritative pieces of content based upon the author's experience and expertise, so it's important to write about what you know . But you must match this to the interests of your readers if you're to produce something they'll be eager to engage with .

Don't be afraid to crowdsource information from within your organization. If the topic of a white paper is related to engineering, why not interview an engineer or have them look over what you’ve written? The same goes for other roles. Crowdsourcing knowledge means having the power of a true expert in many fields.

Finally, filling a "content gap" will help your white paper get noticed and gain traction. By addressing a topic no one else has written about definitely, your white paper will be more likely to rank highly on search engines and even be featured elsewhere on the web.

Pro tip: You can even ask your audience what they would like to see in your upcoming white paper. You'll get ideas, make your topic more relevant, and you'll generate buzz around your content even before it's finished. In fact, we used the same method for this guide!

Define your audience

Defining your audience goes hand in hand with choosing the right topic. But moving beyond your audience's interests, it’s important to think of the kinds of people who will be reading your white paper.

• Are they fellow professionals, well versed in your subject?
• Are they likely to be reading something they are relatively unfamiliar with?

Knowing this helps establish the voice you should use and whether industry-specific jargon is appropriate. It also narrows the scope of the research you should include. It’s always important to ensure all arguments are logically sound and well supported, but the stats and information presented should be relevant to the specific audience you're targeting.

Part of defining an audience in the age of Google centers around how people will find the white paper. This means thinking about which platforms specific personas use for research and what search terms they put in. Not only will this help a white paper get found by the right people, but it is useful when outlining the white paper later on.

Optimizing for keywords is important, but remember to write for people, not for search engines. Google is getting better all the time at understanding and matching search intent with relevant content . This has become particularly important with the advent of AI-powered language models which can produce long-form content at scale. 

Wrap it in a great intro and outro

Ad with all good writing, your intro should serve to captivate your audience, pique their curiosity, and entice them to read further. It's good practice to provide a brief summary of what they'll find in the white paper and to emphasize exactly what benefit they'll get from reading it.

Your outro is equally important, especially if you're using your white paper to market your products or services. You should avoid any self-promotion in the body of your white paper, but you can certainly mention your relevant product offerings and how to obtain them — perhaps using a compelling call-to-action — at the end.

Pack it with value

White papers are not meant to be advertisements for your company, and you should avoid any overt promotion. Instead, you should provide plenty of useful information that will be valuable to readers even if they don't become customers. Emphasizing value is the key to a great white paper that will get shared and widely read.

Remember, white papers serve to showcase your expertise as a company or brand in a given field. Your readers should come away having learned something useful and with the impression that you're a reliable source of expert information. As pointed out earlier, generating this kind of reputation will lead to greater business success as buyers are more likely to purchase from companies they trust.

Emphasizing value is the key to a great white paper that will get shared and widely read.

Don’t be scared of multiple drafts

No first draft is ever a finished work. Elizabeth Bishop, the renowned and Pulitzer Prize-winning poet, wrote seventeen drafts of her poem “One Art” before it was completed. It’s now considered one of the best villanelles ever written .

While a white paper may not need seventeen drafts, there will undoubtedly be points missed and logical inconsistencies in the first version. Finishing a draft, stepping away, and coming back to it with a fresh mind is the best way to ensure quality. If there’s another good writer at your company, getting another set of eyes on it is even better.

Keep it interesting

White papers should be more detailed and thorough than blog posts or eBooks . This may cause them to be more dry and formal, but this doesn't mean they have to be boring.

A trap that white papers easily fall into is using statistics as a crutch and not maintaining interest throughout. Technical as it may be, you still want your white paper to be read. To make this happen, it’s useful to borrow techniques from fiction and creative nonfiction writers.

There are lots of resources for learning about a plot, but generally, it has five parts, as illustrated in Freytag’s pyramid:

These won’t always correspond perfectly in a factual piece of writing like a white paper, but they can get you thinking about how to create and hold interest. Use those ideas to keep readers’ attention until the very end.

4. Mistakes a white paper should avoid

There are some pitfalls and common mistakes to avoid when writing a white paper. Each of these has the potential to make an otherwise stellar piece of content into a wasted effort. Here's a brief list of things to look out for.

Sounding like a sales pitch

When white papers are used as part of a marketing campaign where businesses showcase their product, a common mistake is to make them sound like a sales pitch . Don't let this happen; it will immediately turn your readers off. In a white paper, your audience is seeking unbiased, educational information that will help them, not try to persuade them. Save the sales pitches for other content, like product brochures .

Lack of adequate research

As previously mentioned, white papers should be well-researched documents. Conducting lengthy original research may indeed be outside a marketing team’s budget, but merely including a few stats from the first page of a Google search simply won’t cut it.

Aggregating statistics and searching through scholarly work may take time, but the result will be worth it. For your white paper to achieve its intended effect, It’s important to establish your content as an authoritative source to which the audience would want to return.

Poor design

We'll go in-depth into design in the next section, but it's worth mentioning here. The written content of a white paper is what matters most, but neglecting design is a big mistake. Design makes your salient points stand out and helps the reader understand what they're reading. Using visuals (like images, animations , videos, charts, and graphs) that support your arguments is crucial.

Check out this white paper example built with Foleon!. Open the white paper

Not telling a story

White papers are informative and factual. We’ve driven that point home already. That doesn’t mean they should be boring. Backgrounders, problem-solution white papers, and research findings all have a story to tell, and the reader is far less likely to make it through the entire piece without some form of narrative to keep them engaged.

Setting up a problem, elaborating on a solution, and including some type of success story is a proven formula for making any type of content more story-like.

Leaving it abstract

Because most white papers will involve sharing research findings, it can be easy to leave them in the realm of theory without explaining how to utilize those findings on a practical level. This is true more of backgrounders but can be the case with problem-solution white papers as well.

A good example is the abundant amount of content on employee engagement. Many B2B cases have covered the importance of employee engagement and the pitfalls of getting it wrong. Too little of this content goes further and gives concrete examples of what companies in specific verticals can do to alleviate the problem.

5. White paper format

Before addressing anything else, we first need to talk about the format you'll use.

A picture is no longer worth a thousand words. Today, its value is in the number of eyeballs it can keep glued to your content and the ratio of those viewers it convinces to click through to other sections of your website.

Your carefully crafted copy and painstakingly gathered statistics won’t earn those clicks on their own. The average human attention span is now less than that of a goldfish . And with 3.3 million Facebook posts, 448,800 tweets, and 149,513 emails sent every minute , competition for your readers' attention is intense, to say the least. Long form mediums like the white paper need serious sparkle just to compete.

How to format a white paper

You'll need more than just black text on a white background. Your design choices regarding things like color, typography, and the use of visuals will play a prominent role in the success of your white paper. Here are a few important principles to keep in mind for creating a quality white paper design.

Keeping mobile visitors in mind

More than 54% of internet traffic is now mobile , and web designers have adapted to this trend by creating what's known as responsive design . Before this, web pages simply scaled according to the size of a user's screen, retaining their layout. Naturally, this made most pages both unreadable and unnavigable on smaller devices.

Responsive design solved this by allowing elements on a page to rearrange, resize, or be completely hidden from view in response to the size of the screen. When a smaller screen is used, font-sizes increase, buttons become larger for touch screens, and the entire layout adjusts to make the page mobile-friendly.

But while this has become standard for web designers in a mobile-first world, producers of other digital content assets like white papers have generally not adapted . Surprisingly, most companies that offer white papers and eBooks on their websites still use PDF format .

The problem with PDFs is that they're unreadable on smaller screens . They're fixed-layout documents — they can't adjust or adapt to different screen sizes. Reading them on a mobile device requires excessive zooming and panning around, which is a terrible experience for users.

Mobile traffic is ever-increasing. If you decide to produce your white paper as a PDF , you risk excluding this vast segment of your audience. It's a design mistake that will cost you views and conversions.

See examples of responsive white papers

Emphasis and readability

Because in-depth white papers contain lots of text and visuals, as well as supplementary information like footnotes, figures, logos and copyright info, the danger is that your design becomes cluttered. Clutter accumulates before you realize it. You may choose a clean layout and color scheme, to begin with, but as you continue to add content, things can get crowded. Often, you must make tough choices about what not to include to strike the right balance between completeness and readability.

Good design makes bold choices and prioritizes important information. These choices and priorities affect layout, placement, color, font size, page order and more.

Use these design elements to create emphasis on vital pieces of information. But be careful. Emphasizing too many pieces of information — or too few — will cause readers to struggle to discern what’s important.

Good design makes bold choices and prioritizes important information.

Have a look at what's trending

Bold fonts and color schemes are in. If you look at the hippest tech companies right now, you’ll see lots of pastels and color gradients. Of course, all that might change tomorrow. But still, a great way to get inspiration when you're just starting is to take a look at what design trends are currently popular.

U2's frontman, Bono, sings "every artist is a cannibal, every poet is a thief." And he's right. Good designers are always drawing inspiration from other designers.

The best way to create a successful design is to spend a lot of time looking at what others are doing successfully. Use Evernote , or a bookmarking service to save white papers and other exceptional designs that you encounter for future reference.

Don’t know where to start looking? Dribbble and Behance are two networks where great designers share their latest work. They consistently have material that’s on the cutting edge of what’s trending.

Design for your audience

While trends may inspire you, it's more important to align your design with your audience and your subject matter.

• Will you be addressing suit-and-tie financial executives or blue-collar management at construction firms?
• Are you writing about changes to privacy regulations in the tech industry, or about the effects of farming on biodiversity?

Your design should support and strengthen your topic. The colors and typography should be consistent with what you're writing about, the tone you've chosen, and the audience you've defined.

Writing a white paper for a funeral parlor? Hot-pink headlines might be a bad choice. Taking color psychology into account can help you achieve the look and feel you're after.

Brush up on the basics

No prior knowledge of design? No problem.

If you don’t have a designer working with you in-house, you can still teach yourself the basics of design and check work against those principles. A big part of the battle is knowing the search terms that will get you the knowledge you need. Luckily, good primers on basic graphic design are abundant.

After doing a bit of reading, start creating. Don’t be afraid of making mistakes. If you create a white paper and don’t like the design, try to pinpoint what it is about the design that needs improvement.

After the reading you’ve done, you’ll have the tools to critique your own work and the work of others. This is the best way to improve and create well designed white papers.

Choosing the right tools

At Foleon, we pride ourselves on providing a tool that makes creating responsive digital white papers easy, even for those with no prior graphic design experience.

Choosing a tool like this, which takes the guesswork out of design, will shorten the time it takes for you to produce great white papers. There is a vast ecosystem of tools out there, each of which is geared toward a different purpose and skillset. The right one will enable you as both a designer and a writer.

See how you can scale engaging content creation .

6. Gating your white papers

For most companies, lead generation and growing lists of contacts for the sales and marketing teams are important activities. Attracting visitors to your site and offering them something of value in exchange for their contact information is a proven method for filling the top of your funnel.

But for this type of inbound marketing to work, two things are needed: exceptional content that visitors are eager to acquire, and a method for gating (or walling off) that content behind a form.

Many brands skip the first part and move straight to the second. They quickly produce something mediocre and put it behind a form. This might work in the short term for generating lists, but keep in mind that users expect more from content they “pay” for. The quality of your gated content serves as an indicator of the quality of your brand will affect your ability to turn prospects into customers down the road.

So how do white papers fit into your b2b content marketing funnel ? They may act either as lead generation tools themselves or can be used to direct readers to other parts of a website that captures lead information.

What is gated content?

Walling expert content off behind a form designed to capture personal details is one of the most common techniques for generating leads. Gated content is any content that a reader cannot access until after they input some personal information, such as their name and email address. White papers and eBooks are two of the most common types of content used for this purpose.

Typically, a company will create a landing page that includes a description — and perhaps a preview — of what information readers can expect to find inside. The landing page will include a form for visitors to enter their personal information and thus gain access. After entering the required information, visitors are either presented with a download button or receive the gated content in their inbox.

There are plenty of variations on this formula, but the basic technique of providing “free” content and asking readers to “pay” by providing their personal information has been very important part of content marketing for a long time.

To gate or not to gate

While gating your best content is great for lead generation, there are some drawbacks as well. Walling off your white paper will mean it gets read by fewer people as not everyone is willing to give away their contact details.

An open-access white paper will be read by a wider audience. If it’s in-depth and authoritative, it may also do well organically and improve your search rankings. Gating it behind a form, however, will prevent search engines from indexing it.

It’s important to consider what the primary goal of your white paper is: disseminating information and gaining brand awareness or generating leads. If the latter is more important, then gating is a great option.

Semi-gating

Another variation on gated content — and one that’s growing in popularity — is semi-gating . This can give you the best of both worlds by allowing your white paper to reach a wider audience while still retaining the ability to generate leads.

Semi-gating gives readers a taste of your white paper without requiring them to give up any info. You can, for example, make the first few pages of your white paper open access, and then make visitors fill in a form to read more. This works well because digital content is so abundant and brands must offer more for free or risk visitors turning elsewhere.

Allow your white paper to reach a wider audience while still retaining the ability to generate leads.

Offering more content for free also builds trust and brand loyalty among your readers. Let them know your white papers are valuable and helpful, and they’ll be more interested in giving you their personal information. You’re also more likely to gain qualified leads if readers have a chance to sample your white paper before converting.

Of course, semi-gating doesn’t mean giving away your entire white paper. Typically, there’s at least one section of the white paper that is exclusive to those who go through the gating process. Semi-gating can help reach a wider audience, build trust and loyalty, increase lead quality, and still help you capture the contact information you need.

There’s a concept in marketing and design known as friction . Friction is anything that causes the sales process to slow down. It’s like a roadblock that makes it less likely prospects will convert, sign up, download, or purchase. It can be caused by a multitude of things including poor design, confusing navigation, subpar copy, too many form fields, and more.

Your ability to generate leads with a gated white paper will largely depend on how much friction is involved. Asking for more information than you really need is one common and unnecessary source of friction that can lead to losing potential readers.

The entire field of conversion rate optimization is geared toward removing friction — or making user interactions easier. CRO specialists make forms simpler, navigation more intuitive, and design CTAs that are more likely to be clicked. Optimizing your landing page for conversions is a vital part of any lead generation campaign.

But the reality is, asking for personal information will always be an obstacle for a large number of people. So the key here is to make the process easy and noninvasive as possible.

An excellent way to do this is by reducing the number of form fields to the bare minimum and using mid-gating to ensure your ask is timely and yields immediate value for the reader: "Fill out this form to get access to the rest of this white paper, we've saved the best for last!".

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7. White paper distribution

So, after following the tips in this guide, you create an engaging, informative white paper that inspires readers to take action and deepen their relationship with your company. You mid-gate (or semi-gate) it to capture readers’ information and gain valuable insight into the interests and demographics of your consumer base.

Now, you publish it on your website, sit back, and wait for your Pulitzer.

Only, the traffic never comes… Where did you go wrong? You didn't think about your white paper distribution strategy . 

The importance of distribution

The internet isn’t the same as it once was. Thanks to the massive amount of content produced every day for and an ever-growing number of channels, it’s a lot harder to get noticed. Unless you’re Gabriel García Márquez back from the dead, simply writing something and posting it online doesn’t guarantee readership.

To get eyes on your white paper, you need to be smart not only about writing and design but distribution as well. Some content marketing thought leaders go so far as to claim that you should spend 20% of your time on content creation and 80% on promotion.

Distribution is all about identifying traction channels where your ideal customers consume content and making your white paper highly visible on those channels. Depending on the audience you defined in the beginning, some will be more relevant for you than others.

Social promotion

If you’re at all familiar with marketing, advertising, or online media, chances are you’re aware of how important social media is to visibility. People from all walks of life, and from all over the world, are on Facebook, Twitter, and LinkedIn. Ensuring that you share your content regularly on these platforms will give you a solid base of promotion on which to build.

But it's not enough to simply write a post and tweet it into the void. Try to find communities like Facebook and LinkedIn groups where your target audience is likely to congregate. Search for relevant hashtags on Twitter and Instagram . Find subreddits relevant to your industry.

Once you’ve found your audience, it’s much easier to connect with them. If you contribute to these spaces regularly, you’ll have an easier time keeping their attention and distributing your white paper.

Influencers and earned media

Public relations isn’t what it once was; influencer marketing has taken its place as the way to get noticed by the masses.

These days, influencers — people with large, engaged followings on social media and newsletters — are better equipped to amplify your content than traditional journalists. They play a growing role in shaping public opinion and even in setting business trends . Shares from an influencer can even help you land spots in major publications the way press releases used to.

Social media is the best place to find influencers in your vertical. When you investigate the best communities in which to promote your white paper, look for the content that people are already referencing and sharing. Eventually, you’ll start to get a picture of who’s putting out content that’s getting widespread traction. These are the people whose voices can amplify your brand.

Start by interacting with them. Begin a conversation, comment on their pieces with regularity, and give them feedback on their work. There are great tools, like Voila Norbert and ContactOut , to help you quickly track down email addresses.

After building enough rapport, try offering to collaborate on future white papers or other types of content. This process can take some time because your goal here is to build a relationship.

Eventually, you can ask an influencer to share your white paper. You might even consider quoting them in the white paper itself — anything that gives them an incentive to share your work is helpful.

Pro tip: Try to find an expert in your white paper related subject and interview them. It will add value to your white paper and you'll increase the chance that the expert shares your content with his or her extensive network.

Email marketing

The jungle of online content may thicken daily, but there are a few places you can still get readers’ attention. Email distribution has stood the test of time in this regard. It provides greater ROI than social , and it shows no signs of weakening.

If the purpose of your white paper is lead generation, email marketing will not be applicable. But for boosting sales, building trust, and establishing your brand as a trustworthy source of information, it's important not to neglect your existing contact base.

Although email may not have the appealing viral possibilities associated with social media, it does have other advantages. Namely, anyone who subscribed to your email list chose to be there. This means you can expect a higher level of engagement from this audience than those who come in via other channels. Capitalize on their loyalty and engagement by encouraging contacts to share your white paper with their networks and thus multiply your distribution efforts.

This was discussed in the previous section, but it's worth mentioning again here: another big advantage of Foleon's gating features is that when your existing contacts share your white paper with their contacts, those people will be confronted with a login form that will allow you to capture their info and expand your email list further.

Going beyond the basics

The techniques discussed above are essential items in your white paper distribution toolbox. However, they’re not the only ones. The best way to distribute your white paper depends largely on your target audience and the industry to which your content speaks.

Take some time to critically evaluate and research how knowledge is shared in your industry. Every industry will be slightly different. Reaching people in these places is the best guarantee of effective distribution.

8. Handling your white paper leads

As we've discussed, white papers can serve a variety of objectives. They’re commonly used for thought leadership and to disseminate important research, relevant to a specific industry.

When it comes to content marketing, however, the most common use for white papers over the last several years has become lead generation. In chapter 6, we discussed how to bring readers to your white paper and capture their information.

Once you've properly gated your white paper and set up a solid distribution strategy, it's time to think about how you'll handle the leads that come in. If not properly tracked and nurtured, leads will quickly become cold and won't lead to increased sales for your company. So how do you follow up with leads and maximize the opportunity you’ve created with your white paper?

How to track your white paper leads

The buyer’s journey outlines the steps a person goes through, from becoming aware of a problem they have, to learning about different solutions to that problem, to eventually purchasing a product or service (hopefully yours) that solves their problem.

To maximize the chances your new leads become paying customers, you must take the abstract concept of a buyer’s journey and map it to your specific content ecosystem. The actions your prospects take on your website can be indicative of what stage of the journey they're in.

For example, you may see someone read a blog post on your site, then come back a day later to get your white paper, and then finally sign up for a free trial or an email list. After that, they might decide to make a purchase. As patterns begin to emerge around the journey your customers take, you'll learn what actions on your part can help them to advance.

There are many tools available to help you analyze this journey for yourself. Google Analytics is probably the most widely used. It lets you track and compile data regarding user behavior on your website. You can define goals and generate reports that will show you steps users tend to take before completing those goals.

Targeting stages of the buyer’s journey

As it becomes more clear what actions visitors take before purchasing, you'll better understand where to use your white paper in the buyer's journey.

The question you should seek to answer is, where does it provide the most value to your potential customers? Do you see greater success when accessing your gated white paper is a prospect's first interaction with your company? Or is it perhaps more effective to use it as an offer once visitors have returned a second (or third) time to your site?

You can see that white papers don't exist in isolation but act as a member of an ecosystem. The related blog posts, landing pages, emails, social messages, and follow up sequences must all be carefully orchestrated and properly timed.

This process takes practice. It takes trial and error, and you must be a keen observer of trends . However, that effort will pay off.

...white papers don't exist in isolation but act as a member of a content ecosystem.

Following up with your leads

Depending on where in the buyer's journey you use your white paper, the way you'll want to follow up with leads will be different.

• If, for example, your white paper targets the awareness stage and the leads you gather are relatively unfamiliar with your company, it might be smart to enroll them in an email sequence that highlights other pieces of content on your site such as blog posts that are relevant to the topic they showed interest in.
• Suppose your white paper is for people in the consideration stage, and leads are already familiar with what you have to offer. In that case, you might consider following up by sending them special offers or exclusive deals — again, closely related to the topic of interest.
• If you're taking a highly targeted approach to distribution and using your white paper to generate hot leads that you think are already close to making a purchasing decision, the best way to follow up might be for a sales representative to reach out directly by phone.

This is what it means to nurture leads. By proactively keeping in touch with leads and offering them more relevant content, you maximize the likelihood of them becoming a customer.

9. Choosing the right white paper template

In 2021, Hubspot reported that 82% of marketers actively invest in content marketing. Thus, the need to create interactive content experiences that stand out amongst your competitors has never been more critical in your content marketing strategy as the volume of published white papers grows yearly. 

For this reason, the visual representation of your white paper has become increasingly crucial for retaining your audience's interest. In addition to the value your white paper content provides your audience, the single most significant factor at your disposal to maintain content engagement is how your white paper is visually presented. 

For whitepapers, the white paper template you opt for to present your content can significantly influence the success of your publication. The template is more than just a matter of aesthetics; it represents a strategic decision that affects user engagement, experience, and even how your brand is perceived.

Below are some factors you should carefully weigh when choosing your white paper template .

Target audience and content

The two biggest influences that will determine the selection of your white paper template are your target audience and the purpose of your content. 

For example, if you create an annual report that provides Financial Services information or a research piece exploring trends in Software & IT salaries, you’ll want to use a template that easily represents data-rich elements such as tables and eye-catching statistics. In contrast, visually-oriented templates containing hi-res imagery or videos are better suited for online catalogs or digital magazines . 

Think about your target audience's needs and how your template's layout can optimize your content's engagement. 

Creative control with flexible features 

You’ll get the most value out of your interactive white paper with a content creation platform that allows you to harness professionally designed white paper templates that are easy to use and fully customizable with a drag-and-drop interface. This will allow everyone in your team to create content quickly with no coding experience required. 

Custom templates set your white paper up for success by providing a starting foundation to help guide the layout and structure of your content. Custom features allow you to design your white paper any way you like by quickly changing blocks, fonts, and colors according to your brand guidelines with the added ability to add or remove sections. 

Mobile experience and device responsiveness

As of September 2023, over 55% of website traffic is from mobile devices. Therefore, it is essential that your white paper is responsive across all devices. 

Most content creation platforms have integrated tools that automatically adapt your content to different screen sizes. However, to ensure the best possible user experience, you should always test your white paper on multiple devices as part of your content creation process before publishing.

Finally, website speed is one of the most significant factors influencing user experience and playing a pivotal role in organic rankings. According to section.io , 32.3% of visitors bounce from a webpage if it takes more than 7 seconds to load. Ensuring that your content creation platform and hosting services are optimized for website performance is critical in maximizing your readership when choosing your white paper template.

10. Final thoughts

Be prepared to write a lot more content.

By this point, you should have all the ingredients you need to make your white paper a rousing success. However, you’ll notice by now the reality that your white paper fits into a larger ecosystem of marketing actions and content.

In today’s business world, producing quality content is one of the best ways to get your target market's attention. But not everyone will be ready for the same piece of content at the same time.

From white papers to blog posts, to podcasts, the type of content that will drive conversions for your business is something you'll discover over time. What’s certain is that one type won't satisfy all your audience's needs. Because of that, you should be prepared to fill the rest of your buyer’s journey with other appropriate content.

This means lots of writing. There’s no way around that. It means coming up with content ideas, creating them, distributing them, and measuring their success — then rinsing and repeating. After this primer, you should be fully equipped for success writing not only white papers but whatever content you choose along your journey.  

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Critical Writing Program: AI in Education Fall 2024: Researching the White Paper

• Getting started
• News and Opinion Sites
• Academic Sources
• Grey Literature
• Substantive News Sources
• What to Do When You Are Stuck
• Understanding a citation
• Examples of Quotation
• Examples of Paraphrase
• Chicago Manual of Style: Citing Images
• Researching the Op-Ed
• Researching Prospective Employers
• Resume Resources
• Cover Letter Resources

Research the White Paper

Researching the white paper:.

The process of researching and composing a white paper shares some similarities with the kind of research and writing one does for a high school or college research paper. What’s important for writers of white papers to grasp, however, is how much this genre differs from a research paper.  First, the author of a white paper already recognizes that there is a problem to be solved, a decision to be made, and the job of the author is to provide readers with substantive information to help them make some kind of decision--which may include a decision to do more research because major gaps remain. 

Thus, a white paper author would not “brainstorm” a topic. Instead, the white paper author would get busy figuring out how the problem is defined by those who are experiencing it as a problem. Typically that research begins in popular culture--social media, surveys, interviews, newspapers. Once the author has a handle on how the problem is being defined and experienced, its history and its impact, what people in the trenches believe might be the best or worst ways of addressing it, the author then will turn to academic scholarship as well as “grey” literature (more about that later).  Unlike a school research paper, the author does not set out to argue for or against a particular position, and then devote the majority of effort to finding sources to support the selected position.  Instead, the author sets out in good faith to do as much fact-finding as possible, and thus research is likely to present multiple, conflicting, and overlapping perspectives. When people research out of a genuine desire to understand and solve a problem, they listen to every source that may offer helpful information. They will thus have to do much more analysis, synthesis, and sorting of that information, which will often not fall neatly into a “pro” or “con” camp:  Solution A may, for example, solve one part of the problem but exacerbate another part of the problem. Solution C may sound like what everyone wants, but what if it’s built on a set of data that have been criticized by another reliable source?  And so it goes. 

For example, if you are trying to write a white paper on the opioid crisis, you may focus on the value of  providing free, sterilized needles--which do indeed reduce disease, and also provide an opportunity for the health care provider distributing them to offer addiction treatment to the user. However, the free needles are sometimes discarded on the ground, posing a danger to others; or they may be shared; or they may encourage more drug usage. All of those things can be true at once; a reader will want to know about all of these considerations in order to make an informed decision. That is the challenging job of the white paper author.     
 The research you do for your white paper will require that you identify a specific problem, seek popular culture sources to help define the problem, its history, its significance and impact for people affected by it.  You will then delve into academic and grey literature to learn about the way scholars and others with professional expertise answer these same questions. In this way, you will create creating a layered, complex portrait that provides readers with a substantive exploration useful for deliberating and decision-making. You will also likely need to find or create images, including tables, figures, illustrations or photographs, and you will document all of your sources. 

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• Last Updated: Sep 4, 2024 2:07 PM
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