Heidi Suydam
White papers are informational reports or authoritative guides discussing a specific issue or topic. What makes a white paper different from any other piece of informative writing is that white papers include a proposed solution or way of dealing with the topic of the paper. The purpose of a white paper is to provide as much information as possible on a particular subject, allowing readers to make an informed decision or form opinions firmly grounded in the information shared in the paper.
A paper full of information sounds like a research paper. However, white papers have a distinct difference. The research compiled for a white paper is carefully presented to guide the reader towards a solution. White papers are persuasive, in-depth, authoritative reports about a particular topic that presents a challenge and includes a solution for the reader.
Here are ten tips and guidelines for writing white papers.
Topic Selection
Choosing a topic can be a challenge. Timely, relevant topics such as new trends, changing technology, product comparisons, or shifts in techniques in different industries are a few examples of solid white paper topics.
As you select your topic, consider these three things: audience, authority, and answers.
Audience
You want to choose a topic people will want to read. Keep your audience in mind when selecting a topic. Often groups of people with similar interests or in similar industries share similar challenges. Your white paper is a tool to draw them in as you offer a solution to a common problem they face.
Authority
White papers build trust with your audience or customers. When you select a topic, choose one that is on-brand, allowing your audience to realize you have some previous knowledge on the subject. Stick to matters directly related to your brand or business. Doing this will help establish you as an authority and help your existing audience continue to engage with your brand.
Answers
Always offer answers—white papers center on a problem or question needing attention and solutions. As you select a topic, choose one for which you can offer a proposed solution based on your research, not your opinion.
Read Other White Papers on the Same Topic
Reviewing other white papers on the same topic can help you develop the idea in areas where existing white papers may be lacking. Reading multiple articles on the same topic will help you add interest to your paper. It will also help you avoid being redundant. Reviewing existing papers will help you present the information in a new way.
Research
Extensive research will help you develop a white paper that stands out as engaging and unique. Credible sources are a critical part of writing a white paper. Collect them as you research and keep them organized for easy access as you draft your paper.
Be Professional
Descriptive business style writing is acceptable for white papers. This style of writing does not include opinion and always includes credible sources. Professional writing presents information clearly, and concisely without an emphasis on personal voice or style. It is a more formal type of writing that most often is informative, persuasive, transactional, or instructional.
Draft: Outline, Write, Edit
Organize your research into an outline, then begin writing your white paper. Writing before editing is a key component of this process. Your mind will be fresh and full of information about your topic. It is essential to get it all into your draft. Begin editing your paper after your first draft. Your paper may undergo several revisions before you are satisfied with your final draft.
White Paper Format
White papers typically follow the following format:
- Abstract: a concise summary including the details of your research and results. The abstract is not an introduction.
- Problem statement: explains the issue your paper is addressing.
- Background: information to help your audience understand the problem addressed in the paper.
- Solution: present a solution to the problem based on the research shared in the paper and your expertise on the subject.
- Conclusion: a summary of the major points covered in the paper. Make recommendations (products or services) based on the solution presented in the paper.
- References: Cite references using an official format such as MLA or APA.
Strong Introduction
The introduction is very different from the abstract. This part of your paper aims to give your audience an overview. Let your audience know what to expect from the rest of the paper. You want your introduction to be compelling, to draw the reader in and make them want to read more. You can do this by identifying your target audience and then summarizing the challenge they face and the solution you present in the paper.
Connect with Your Audience
Mention your target audience by role or some other identifiable group. Let them know your paper exists to serve them.
Refrain from Marketing Language
A white paper is not the place for marketing language. Instead, the paper’s purpose is to inform and persuade, not pitch or pressure. With a white paper, you are establishing trust with your audience and presenting yourself as a thought-leader about the topic at hand.
Discuss Their Challenge
After identifying your audience, discuss the specific challenge they face that you address in your white paper. You want your audience to know you understand challenges specific to their situations and how to help. However, this is not the place to present your product or service. Your audience is the focus.
Summarize a Solution
It is an excellent strategy to point out why old solutions may not work and let readers know what they need to solve the problem they are facing. The key is to do this without yet mentioning your product or service. Mention what your product or service can do, not the specific product or service itself.
Conclusion (Summary) Of Your Paper
This section may feel redundant; however, it may be the only section your readers read. For this reason, it is essential to write this section like a stand-alone document. The conclusion of your paper serves as a comprehensive summary. Summarize all your key points and emphasize the benefits of your solution and any risks involved with the product, service, or solution you offer.
Include a Call to Action
A call to action is an integral part of a white paper, and one many stumble over or leave out entirely. Your solution to a challenge is a crucial element of your white paper and includes an action for readers to take. This call to action in a white paper differs from simply placing contact information or “order here.\” at the end of an article. Consider your audience and your goal for their action. How will their action benefit you and your reader? Then craft a call to action that is clear and precise. The call to action is a direction to the reader to do something, often to click on a link sending them to the next step in a process.
White papers are used for many different purposes. For example, B2B companies use white papers as part of a sales funnel. Politicians may use white papers to influence peers or constituents to think or vote a certain way. White papers are a widely utilized form of B2B content marketing to establish authority and thought leadership about a topic, product, or service. When making important decisions, 76% of people have used white papers in the process. White papers are a critical element of a B2B content marketing strategy. Book a demo with Content Cucumber today if you need help with content creation, including white papers. We have a team of professional writers ready to help you with your B2B content marketing strategy.
