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What is a White Paper?

4 min to read

A white paper can be defined as an in-depth report or an authoritative manual that details the intricacies of a problem and proposes a resolution to the people. Consider white papers as comprehensive material that provides information and states why such information is necessary.

The objective of white papers is clear: to educate and to persuade. They present the capabilities of an organization, create trust from potential clients, and can sometimes even convert prospects into customers.

Deep Dive:
A white paper aims at striking a thin line between offering useful content and slowly marketing your business’s skills or solutions.
Key Takeaways:
  • White papers establish authority and inform an audience, ideal for B2B
  • Pick the appropriate type (backgrounder, etc.) that goes with the content and the audience
  • Clear language, appropriate visuals, and compelling CTAs should lead to better outcomes
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What is a White Paper?

When should you use a white paper?

You should write a white paper when you intend to:

  • Explain to the audience a new idea or technology.

  • Display your expertise on an intricate issue.

  • Persuade decision-makers using evidence-based conclusions.

  • Generate leads by providing worthwhile content, in exchange for user’s contact information.
Deep Dive:
Consider utilizing white papers somewhere in the middle of the sales funnel as it could assist nurture the leads and push them closer to conversion.

What are the different types of white papers?

White papers can be distinguished into four main categories which are:

  • Backgrounder: Offers further detail on the selected subject.

  • Numbered list: Presents a series of advice or suggestions.

  • Problem/Solution: States a problem and provides an answer or a way to tackle it.

  • Product/Service: Displays a particular product and its advantages.
Pro Tip:
Select the type of white paper that is most appropriate for the content and the needs of the target audience.

What is the correct structure for a white paper?

Although white papers may employ flexible presentation styles based on the range of issues and the audience they target, there is a general structure that is observed in most of them. The main sections that are generally included in a white paper are:

  1. Title Page
  2. Abstract or Executive Summary
  3. Introduction
  4. Body (main content with data and analysis)
  5. Conclusion & Recommendations
  6. References
Pro Tip:
Make use of descriptive headings and subheadings to help organize the white paper and assist navigation.

What are some other formatting and style considerations for a white paper?

Here are the formatting and style requirements to improve the quality of the white paper:

  • Speak plainly and make your words short and clear wherever possible.

  • Use charts, graphs, and other visuals for better understanding.

  • Follow professional standards for the design and layout.

  • Make sure the CTA is clear.

How to write a white paper?

Even though drafting a white paper can take a lot of time and be quite extensive in research, still it can be a good way of enhancing your online presence even with the difficulties it poses. 

Follow the list below when in the process of writing a white paper:

  1. Define target audience and objective
  2. Explore in detail
  3. Prepare an outline
  4. Compose the text
  5. Review and adjust
  6. Design and format
  7. Distribute and publicize
Deep Dive:
Engage with subject matter experts to make sure that the information that is part of your white paper is factual and credible.

What are the key differences between white papers and other marketing materials?

While pamphlets and blog posts have a more promotional approach, white papers aim to deliver detailed and authoritative information. 

White papers offer readers who seek a comprehensive understanding of a specific subject additional insights and perspectives; leaving leads with no coverage of the information they seek can be detrimental to your business as they will find it with your competitors.

Pro Tip:
Break down content from your white paper into smaller units, such as turning them into blog content or social media posts.

Conclusion

White papers are used as instruments in the B2B domain. It is the execution of the content that determines its effectiveness in terms of conveying information, connecting with the audience, and generating leads. A relevant online presence can be nurtured when businesses invest in writing a white paper within their business area and tailoring it with clear language, appropriate images, and strong CTAs. The process of writing them demands time and effort but white papers can help businesses meet their goals.

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