White Paper Guide: How to Write a White Paper

In business, a white paper is an informational document circulated by a company that deeply explores a specific topic, problem, or solution relevant to the business. Companies can also use a white paper (also sometimes written as "whitepaper") to announce new products or services to the general public. They can be distributed via an internet landing page that may be promoted through a blog post, podcast, paid marketing, or organic search engine traffic.

In the past, white papers have been used by not-for-profit organizations, NGOs, and governments to gauge public opinion on new policies. In the digital age, white papers are more frequently used by private companies as a marketing strategy for brand awareness and lead generation. White papers typically have less flashy advertising appeal and are more factual data describing the beneficial attributes of a product or service.

The purpose of a white paper is for businesses to promote their products or services to new customers, stakeholders, and decision-makers. A good white paper engages and educates a business’s given clientele with in-depth information that does the work for the customer. By addressing a specific topic relevant to its industry and the larger world, a white paper can establish a business as an authority on a specific topic in the public eye.

By informatively engaging with the public, a white paper becomes an avenue for a business’s marketers to share information about new products, services, or methodologies that their business offers. White papers are also used in business-to-business (B2B) marketing, for businesses to inform other businesses in the supply chain of their products or services.

White papers were first used by government agencies, NGOs, financial institutions, and think tanks to share new information, policies, or research findings. With increased interest in content marketing in the digital age, white papers became a form of business writing to share information about new products or services or as a form of B2B marketing.

All white papers are data-based documents that may contain information gathered from original research, external academic research, and case studies. However, the different types of white papers organize the narrative in slightly divergent ways.

1. 1. Backgrounders: Backgrounders are used specifically to detail the technical features of a new product or service. They are designed to enhance the readability of complicated technical information.
2. 2. Problem/solution papers: This form of white paper outlines the pain points of a specific problem faced by potential customers in a business’s given field. The paper goes on to make a data-based argument about how a featured product or service provides a new and improved solution to that problem.
3. 3. Numbered lists: White papers structured as numbered lists highlight the key takeaways of a new product or service, formatting the information using headings and numbered or bullet points to make complicated topics digestible.

A good white paper serves multiple purposes at once. It must be well-researched, presenting and contextualizing information that your audience couldn’t find with a simple internet search. At the same time, it must craft a compelling narrative and keep your audience’s attention throughout. Researching the wealth of examples of white papers can be helpful, but writing a good white paper typically boils down to the following steps.

1. 1. Define your topic and research it. Before you start writing your white paper, you will need to define the specific topic you’re writing about. Your particular topic may be a product or new business initiative. You’ll substantiate your argument about why this topic is important with hard research. Once you know your topic, give yourself a few weeks to perform in-depth research on it. Knowing the facts around your topic will help you craft a salient and compelling argument.
2. 2. Make an outline. A white paper is a long-form document that is typically around 2,500 words long. With a paper of this length, it’s best to make an outline that defines your target audience, organizes your research, and develops the structure of your paper. When you’re organizing your paper, consider how best to synthesize your research in a manner that addresses the specific concerns of your target audience.
3. 3. Write a captivating introduction. The introduction of your white paper, specifically the first paragraph, should grab your reader's attention. Think of it as your elevator pitch for whatever information is in your white paper. This is what helps you stand out. Focus on the most important and enticing details to highlight in your opening, and use exciting, active language to get your target audience engaged.
4. 4. Consider formatting and readability. Your white paper format should organize information as cleanly and legibly as possible. Using bullet points and headings will help to organize information easily. Infographics and charts also help clarify information while giving your readers points of visual interest. Researching other white paper examples and templates can help you decide how to clearly format your white paper.
5. 5. Revise, revise, revise. Your white paper may take several drafts to finesse, so don’t worry about making it perfect on the first draft. Once you think you have it in good shape, give it one more pass to see how you can make the information as clear and enticing as possible. Enlist friends as proofreaders to make sure that your paper is as engaging and clear as possible.

White papers and blog posts are two pieces of marketing collateral that can be interconnected. Blog posts (or even podcasts) are often used by marketers to repackage factual information from a white paper in a creative, casual way. However, a white paper is a long-form document that makes a data-based argument, while a blog post is a less formal piece of marketing collateral that is voice-driven and subjective. There are several important differences between a white paper and a blog post.

1. 1. Format: A white paper is a stand-alone document (typically within an online PDF or a dedicated internet landing page) that can be circulated independently. A blog post lives on a blog platform alongside other blog posts.
2. 2. Style: Writing white papers is similar to writing academic papers, while writing a blog post is more similar to writing a public journal entry. A white paper is a factual, research-based document while a blog post is often used to express opinions and has more of the author's own voice and tone than a white paper.
3. 3. Length: White papers are long-form documents that explore large amounts of information, and are typically 2,500 to 5,000 words long. Blog posts tend to be far shorter than white papers, at about 500 to 2,500 words.
4. 4. Purpose: The main purpose of a white paper is to share factual, technical information. Blog posts are used to engage interest in a business or brand through the marketing voice of the brand.

Get the MasterClass Annual Membership for exclusive access to video lessons taught by business luminaries, including Sara Blakely, Chris Voss, Robin Roberts, Bob Iger, Howard Schultz, Anna Wintour, and more.