problem solution white paper template

How to plan a problem/solution white paper

A problem/solution white paper will generate more leads than any other flavor..

It will also last longer than any other type of white paper.

That’s because a problem/solution white paper describes an industry-wide problem that has never been properly solved.

Then it uses facts and logic to promote a new, recommended solution to that problem.

This provides useful content to help a reader understand the issues, solve the problem, and make a decision about what to do next.

And as long as anyone in the industry is still struggling with that problem, that white paper will remain relevant.

To plan a problem/solution, you must know these 7 items:

Now let’s look a little closer at each of these items.

1. The audience

To help target your white paper, you’ll want to identify your ideal reader by:

• Company type  including size, sector and region
• Demographics  such as education, age and job title
• Psychographics  like experience, interest and stress
• Technographics  such as how the content will be accessed: desktop, laptop, tablet or mobile device.

For more on this topic, see  Know your audience for a white paper .

2. The purpose

Do you want to generate leads? Educate prospects? Train your sales force? Build mindshare? Help close sales?

A single white paper can do a lot, but it can’t do everything.

Pick your top one or two priorities and stick to them.

3. The call to action at the end

What do you want your ideal reader to do after they read your white paper?

Do not simply send people to your home page to wander aimlessly.

Instead, send them to a specific landing page. Point them to a short presentation or demo. Invite them to take a survey or use an interactive calculator. Have them call a 1-800 number or request a free trial.

In general, the more specific the call to action, the more effective… and the easier it is to measure the results.

4. The industry problem

This is some large, acknowledged industry-wide problem that creates pain for your ideal reader.

In many cases, this turns out to be the problem your offering was originally created to solve.

A problem/solution white paper leads off with this problem to get your reader’s attention and prove that you understand their pain.

Then it elaborates on the negative consequences of this problem in detail.

For more, see  How to frame your white paper around a nasty problem .

5. The drawbacks of all other solutions

What other approaches to this problem have been tried? Why are they lacking? Did some of these create new problems? Unintended consequences?

If you can’t think of any other approaches, consider all the other options your prospects have:

• doing nothing
• using a manual approach with paper or spreadsheets
• finding some freeware or cheapo-cheapo app
• putting together an in-house solution.

The most effective white papers show how inadequate each previous attempt to solve the problem has been.

For more, see  Demolish the competition .

6. How your new solution solves the problem best

What new technology, methodology or process does your white paper recommend to solve the problem?

This is the real educational content of your white paper… the “good news” that can overcome the nagging problem.

Remember, a problem/solution white paper should be educational, not a sales pitch.

So describe your solution in generic terms. And provide facts and arguments that prove the validity of your recommendation.

For more, see  Recommend a generic solution .

7. A compelling title

A good title clearly conveys the contents of the document, who it’s aimed at and the benefits of reading it. You can use a main title and a subtitle for further precision.

Don’t mention any product or company name in the title of a problem/solution white paper. If you do, your prospects may assume your paper is a product backgrounder, and that’s not what they’re looking for at the moment.

For more, see  How to write a white paper title .

Writing a problem/solution white paper can be challenging, especially if you don’t have a good plan to work from.

Spending a little time to discuss all these items will help engineer your white paper for success.

This also lessens the chances of any scrap and rework, which can drive up costs and slow down your project.

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About Gordon Graham

Worked on 320+ white papers for clients from Silicon Valley to Switzerland, on everything from choosing enterprise software to designing virtual worlds for kids, for clients from tiny startups to 3M, Google, and Verizon. Wrote White Papers for Dummies which earned 60+ 5-star ratings on Amazon. Won 16 awards from the Society for Technical Communication. Named AWAI 2019 Copywriter of the Year.

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Recommended books on white papers (and everything else)

White paper faq (frequently asked questions).

I love the seven planning items for writing a white paper.

You might want to remove all the links to additional information because they all lead to a separate page that says, “This page does not exist”. That is very frustrating. Why put the link there only to put nothing in it.

Otherwise, very helpful article. Louisa Jaffe

Louisa: Thanks for telling us about those broken links. We’ve just fixed all the ones we could find.

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A 2024 Guide to White Papers (with Templates and Examples)

White papers are an essential tool for establishing thought leadership, educating audiences, and generating leads. They offer a unique opportunity for companies to showcase their expertise and establish themselves as industry leaders. Plus, they’re not too difficult to create, especially with the right tools.

In this article, we’re going to look at what exactly white papers are and why they matter. We’re also going to give you white paper examples to inspire your next project, and what types of data visuals and designs you can include in your white paper to provide the most value.

If you want a hassle-free way to create these visuals, sign up for a free Piktochart account and use our platform to create professional-looking white papers in minutes.

Table of Contents

What is a white paper, types of white papers, elements of an effective white paper, compelling title and cover page, table of contents and executive summary, logical flow and organization, skimmable format, thought leadership and expertise, design and branding, call-to-action, white paper best practices and tips, inspiring white paper examples, conclusion and next steps, frequently asked questions.

A white paper presents information, research, or findings on a specific topic comprehensively and authoritatively. It presents research findings, incorporates expert opinions, and offers evidence-based recommendations. White papers are written in a clear, authoritative, and unbiased tone to establish the writer’s knowledge as respectable.

White papers are often used as marketing tools by businesses to show off their expertise and inform the target audience about a specific issue or solutions to a problem.

Because they provide valuable insight and solutions to problems that might be encountered by prospective customers, white papers are also a highly effective way of generating leads.

White papers are known for their in-depth analysis and research-based approach. They provide readers with a thorough understanding of the subject, supported by credible sources of information.

White papers can fit into four main categories, each with its own focus and purpose.

• Backgrounder/Product – Provides an in-depth look at a specific product/service.  Highlights key features, benefits, and successful use cases.
• Numbered List/How-to – Written in a step-by-step format and contains instructions for readers for solving a problem or achieving an objective.
• Problem/Solution – The most common type of white paper, they identify a specific issue or challenge faced by the target audience and present a solution offered by the company, often to promote a product or service.
• Survey Findings/Market Research – Presents data and information from surveys or market research carried out by the organization used to showcase industry trends and consumer preferences, or to promote a product or service.

The elements you should include in a well-drafted white paper are:

Your white paper’s title and cover design form readers’ vital first impression. Craft a compelling title that clearly conveys the value readers will get. Use meaningful keywords to help it get found.

An eye-catching cover image can also help hook readers and set your white paper apart. But keep it professional – avoid cheesy stock photos.

A table of contents makes it easy for readers to navigate through the document and allows them to jump quickly to sections of interest.

Follow this with a concise executive summary. An executive summary presents a short overview of key points covered by the white paper. Call out the key problem, main takeaways, and a teaser of the solution. This sets expectations and motivates readers to dive in.

A well-crafted white paper follows a logical flow and is organized in a way that makes it easy for the reader to follow. By flow, we mean it should have a clear introduction, main body, and conclusion. The main body should be divided into sections with catchy headings to keep the reader engaged. Then, these sections should “flow” into one another with transition words and sentences.

Having a logical flow not only improves readability but also adds credibility to your white paper. It shows that you have put thought and effort into creating the document, which reflects positively on your brand.

Not all readers will have the time or patience to read through your entire white paper. Use a skimmable format to make it easier to navigate and digest, no matter who your reader is.

Make an effort to include:

• Short paragraphs, centered around one idea at a time
• Bullet points, to emphasize lists that might get lost in paragraphs
• Headings and subheadings, to break up and organize your content
• Call outs and quotations, to highlight key points
• White space, to give your readers’ eyes a rest
• Visuals, to convey information quickly and make it easy to understand

White papers aren’t just about promoting your products or services – they should be well-researched and provide valuable insights and information. This is where thought leadership comes in. By showcasing your expertise, you establish credibility and trust with your readers.

For example, if you’re a software company specializing in data analytics, you can create a white paper discussing the latest trends and best practices in the industry. By referencing your data, you demonstrate that you have unique and valuable knowledge from the field.

It’s important to design and brand your white paper to draw attention and build credibility. Maintain consistency with the company image by following brand guidelines on color, font, and images. A professional and polished appearance will build trust with your audience and give your paper an authoritative feel.

In view of the growing popularity of digital formats, it is important to create interactive white papers that allow readers to engage with them through features like clickable links, videos, and animations. As a result, the reading experience is enhanced and sharing on social media platforms is made easier.

Ending your white paper with a clear call to action (CTA) is key. After reading, what are the next steps your reader should take? Prompt them to schedule a consultation, sign up for a newsletter, buy a product, or check out a resource. Whatever your paper hints at, this is the moment to bring it to the surface to make it easy for your reader to try.

White papers may also be gated, meaning that readers have to provide contact information before they can access the content. Businesses can use this to generate leads and build their email list.

Let’s take a look at some good practices and tips to create an efficient white paper.

You need to know the target audience and their pain points if you’re going to make it through your white papers.

What’s the challenge they’re facing? What’s the information they need to solve this problem? Use these insights to shape your white paper’s focus, structure, and language. The more relevant it is to readers’ needs, the more impact it will have.

A common mistake marketers make is to use white papers as a thinly veiled sales pitch. Instead, focus on educating the reader and providing them with valuable information. In this way, you build trust and demonstrate your credibility in your space.

Remember: you’re the authority, and you want to prove that, but your readers can’t always match that. Write clearly and simply without too much jargon or technical terminology to make your white paper accessible.

Don’t just post your white paper and pray. Actively promote it across multiple channels, such as:

• your websites
• email marketing
• social media platforms
• advertisements

The more touchpoints you create, the more likely it is that potential customers will read your white paper.

White papers are a valuable source of content because they are great for repurposing . You can, for example, turn key points from your white paper into blog posts, infographics, or even video content. This enables you to reach a variety of people and maximize the impact of your white paper.

Looking for inspiration for your next white paper? These examples from various industries showcase the diverse possibilities of the format.

Source: Infigo

1. “The State of Marketing Automation” by Ascend2

This paper highlights research on the current state of marketing automation and its implications for businesses. You’ll notice Ascend2 utilizes stacked bar charts to visualize the data they include, making it more accessible. Stacked bar charts are available with Piktochart’s functions.

2. “The Ultimate Guide to Social Media Advertising” by Mayple

This is an in-depth analysis of the trends, strategies, and best practices for businesses advertising on social media, made into an article. They know what they’re doing by posting this white paper as an article, using pre-written content to boost engagement on their blog. Piktochart has tons of templates that can help you do this for any format.

3. “The Future of Work” by ILR CAHRS

The future of work and how technology will shape it in the years to come is explored in this Cornell white paper. While it may not be the most dynamic of our examples, they use branding that carries through at the top and bottom of every page to keep things consistent.

4. “The Power of Personalisation” by Infigo

This white paper looks at how web-to-print software can help your printing business grow through personalization. It illustrates this point perfectly with stunning visuals and dynamic colors throughout that keep you engaged while reading, hence why they are our example above. Piktochart can help you create something just as visually beautiful that will keep your audience looking.

5. “The State of Cybersecurity 2023” by Sophos

This white paper provides a comprehensive overview of the current state of cybersecurity, its challenges, and emerging threats. Based on a survey of 3,000 IT professionals in 14 countries, it’s a report with lots of hype around it, but Sophos utilizes the paywall method to keep this valuable information to only those who give them more valuable information.

6. “The Ultimate Guide to Email Marketing” by AWeber

A step-by-step guide on creating effective email marketing campaigns is presented in this white paper. It’s a lengthy document, so AWeber breaks it up using headers and a table of contents so you can navigate to the info you need quickly.

7. “The State of Virtual Events 2023” by Kaltura

The results of a survey that asked over 500 marketing professionals about event planning in the face of worldwide uncertainty can be found in this paper. This is another whitepaper that uses a pay/information wall, which positions their white paper as a method for gettting capital.

8. “Your Ultimate Guide to eCommerce SEO” by Pimberly

This white paper provides an in-depth analysis of search engine optimization (SEO) and its importance of online businesses. Pimberly does a great job of gauging interest up front, not only by asking for an email, but also by providing a summary and an expected read time, 15 minutes.

9. “Challenging the Modern Myths of Remote Working” by IBM

This white paper explores the rise of remote work and its potential benefits for businesses. IBM uses plenty of white space and visuals to keep their paper interesting, formatting you can recreate easily with Piktochart’s dynamic templates.

10. “The Power of Video Marketing” by Craig Charters

The benefits of video marketing for businesses, including the impact on customer engagement and brand awareness, are dealt with in this white paper. While video is hard to capture in a physical document, Charters uses links and tons of photos to get physical examples in his work, making it accessible and fun as well as informative.

White papers are a vital tool for businesses who seek to establish themselves as though leaders and draw up leads. Through research and a clear tone of voice, they provide useful information and solutions to audiences. If you take the advice given above, you’ll be well on your way to producing a persuasive and visually stunning white paper.

If you’d like some extra help, Piktochart provides any white paper template you might need to start your business, including the following:

• Simple white paper
• Government white paper
• Social media white paper
• One page white paper

Here’s an example of what your white paper could look like with our help:

Source: Piktochart

Our easy-to-use platform makes it simple for non-designers to create professional-looking white papers in minutes. And if you need additional assistance or guidance, our team is always available to help.

A white paper shouldn’t be hard to make or read. Sign up with Piktochart today and start making next-level content that pushes your business further than ever before!

How to Write a Whitepaper?

Writing a white paper can be tough, but it can be an effective lead generation tool by providing valuable in-demand content to your target audience. We have a few steps to follow to help you start:

• Choose a Topic: Select an appropriate and efficient topic based on your business/industry experience.
• Research: Conduct extensive research on the selected topic so that you have solid data, statistics, and insights for your white paper.
• Outline: Create an outline that includes key points you want to cover in each section of the white paper.
• Introduction: There’s a reason you’re writing this white paper and why your audience is reading it, so start with an attractive introduction that clearly sets out the purpose.
• Body: Present your findings, data, and analysis in a logical order with supporting evidence and examples.
• Conclusion: Summarize your main points and come up with recommendations/solutions based on the information you provided.
• Design: Use graphics like graphs, charts, and illustrations to make your white paper more interactive and easier to read.
• Proofread: Prior to publication, make sure all grammatical and spelling errors have been rectified.

What is a White Paper Template?

A white paper template is a pre-planned document which can be used as a starting point to draw up a paper. It’s composed of sections like:

• introduction
• problem statement
• research and analysis
• recommendations

The time needed to complete the white paper can be reduced by using templates, with a view to ensuring that its structure is consistent. It is also a good way to ensure that you don’t miss anything of importance in each section.

What is the Difference Between a White Paper and a Report?

While both white papers and reports present information, there are some important differences.

Reports are often more factual and objective than white papers, while white papers usually use a more persuasive tone to convince readers of a specific point or solution. Compared to reports, white papers tend to be more detailed and complex.

They can also be used at different times. Reports are generally drawn up after a project is completed, while white papers are often used at the beginning of projects or for proposing solutions.

What are White Papers Examples?

White papers can cover a wide range of topics and industries. While we have some specific examples listed above, here is what they would generally look like in some of the most prominent industries:

• Technology – A white paper that discusses the benefits fo using cloud computing for businesses.
• Healthcare – A white paper that examines the impact of telemedicine on patient care.
• Finance – A white paper that analyzes the use of blockchain technology in financial transactions.

Why is it Called a White Paper?

The term “white paper” originated in the United Kingdom’s government as a way to present policy proposals. They were called white papers because they were typically printed on white paper and presented factual information without any bias or opinion, making them pure or “white”.

Who Writes White Papers?

White papers are usually written by experts in a specific field, such as industry professionals or academics. They have the knowledge and expertise to provide valuable insights and analysis on complex topics.

Within a company, white papers can be written by various departments, such as marketing, research and development, or product teams. It is important to have a strong understanding of the topic and access to relevant data when writing a white paper, so think about who in your company would be best qualified to talk about the task at hand authoritatively when deciding who will write your white paper.

How Long Should a Whitepaper be?

Typically, white papers range from 6 to 20 pages. However, the length can vary depending on the complexity of the topic and the amount of research and data presented. For simpler topics, or those that they plan to repurpose as a social media post, some companies prefer to use a one page white paper .

What are Good White Paper Topics?

White papers are usually focused on a specific industry or problem that your business addresses. Some examples of topics for white papers could be:

• The Future of Artificial Intelligence in Healthcare
• The Impact of Social Media Marketing on Consumer Behavior
• Sustainable Solutions for Environmental Conservation

It is essential to choose a topic that aligns with your business and can provide valuable insights to your target audience.

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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 a White Paper in 10 Steps [Plus 5 Examples]

Updated June 2024: Learning how to write a white paper is a crucial skill for SaaS marketers. Why? Because a white paper is one of the best ways to demonstrate your expertise while providing useful information to prospective clients. It’s also a great marketing tool for generating leads and nurturing them into customers. 

That’s why almost 59% of B2B marketers used white papers last year in their marketing mix. White papers also ranked fourth in terms of content that gave content marketers the best results , after in-person events, virtual events and webinars, and research reports. 

Because white papers are so important for lead generation, it’s important to understand how to write a white paper that gets results. In this post, we cover every step of the white paper writing process—from identifying your audience to writing and distributing the white paper for maximum leads. 

What is a white paper?

White paper vs ebook: which one should you create.

• White paper vs case study: Which one should you create?

Importance of white papers for SaaS

8 types of white papers, how to structure a white paper, how to write a white paper for saas in 10 steps.

• 6 mistakes to avoid when writing a white paper

4 white paper examples

Frequently asked questions (faqs), need a hand with your saas white paper.

A white paper is a lead magnet that covers a particular topic in depth. The goal is to create a content asset that educates your target audience and helps them understand and solve an issue that they’re having. The content needs to be valuable enough that your target audience is willing to trade you their email address for the information. 

Some people are confused about what a white paper is. If you look up “white paper definition,” here’s the general flavor of what you’ll see: 

Hubspot says, “A white paper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.” CoSchedule adds to the white paper definition with, “It’s a document that helps you establish topical authority and share original insights, data and expertise.” 

If lead generation is a priority for your SaaS company, then it’s likely that white papers are already part of your content strategy . They go beyond surface-level content, offering valuable solutions to specific industry challenges backed by independent research.

And because white papers tend to have a higher perceived value than other content assets, they can be powerful lead magnets, incentivizing potential customers to share their contact details. 

When learning how to write a white paper that drives leads, you first need to be clear on your goals. And while the goal of white papers is often to nudge your target audience towards your product, a white paper is NOT a sales pitch.

Instead, they focus on solving the reader’s problem by providing clear and useful information, unique insights and perspectives, and measurable data. 

Ultimately, a good white paper should: 

• Identify and validate the problem that needs to be solved 
• Impartially highlight ways to solve the problem 
• Pitch your SaaS product as a way to solve the problem 

Before you figure out how to write a white paper that drives sales, do you know if a white paper is the right choice? Maybe you’re debating whether you should write a white paper vs ebook .

White papers are research-heavy reports that position your company as a thought leader in the industry. They provide new or unique information on a specific problem and solution. 

White papers also tend to dive deep into a narrowly defined topic and use evidence-based research to support the ideas and arguments. Most white papers are led by text and supplemented by diagrams or graphs for greater comprehension. 

eBooks also have the goal of educating their audience, except that they’re often written in a more casual tone and include more design elements and white space. This delivers more digestible chunks of content for a lighter read. 

eBooks are created with both eye-catching graphics and easy-to-read text so prospects can read and understand them easily. 

So which is right for you? 

Whether you choose a white paper or an ebook depends on your specific goals. eBooks may be better for providing general “how-to” information or getting people excited about the topic with a brief intro, while white papers are better suited for providing technical and detailed analysis on a specific topic. 

Read our post: White Paper vs eBook: Which One Should You Create?

White paper vs. case study: Which one should you create?

It’s a good idea to consider whether your content goals would be better supported by a white paper or case study before creating either type of asset. Both formats can be very effective, but there are a few key distinctions.

White papers offer new insights or actionable advice on a particular topic in your industry. They are data-driven and research-heavy.

White papers position your company as a thought leader and industry expert. Most white papers are gated, so they help you gather leads.

Case studies provide an in-depth look at why and how a customer was successful with your solution. They give metrics to showcase the impact of your solution and may discuss the implementation or adoption process.

Case studies help alleviate concerns that might be keeping potential customers from signing up for your solution. They are rarely gated, as they can play a significant role in closing sales.

To learn more about these content formats and decide which is best for your content goals, check out our post on the differences between case studies and white papers.

Read our post: White Paper vs Case Study: What’s the Difference?

Rarely are B2B buyers ready to purchase after reading a single blog post or watching a product explainer video. This is especially true for enterprise clients. They need to build trust with your brand and understand how your solution will help solve their particular pain point. 

• 50% of B2B buyers find long-form content like white papers and ebooks to be helpful when making a purchasing decision
• 45% of B2B buyers find white papers to be the content format that is the most valuable in the early stages of their journey
• 40% of B2B buyers find white papers to be the most valuable content format for the middle of the buyer’s journey

White papers rank among the top content formats for B2B buyers, especially in the early and middle stages of the funnel, according to the 2023 Demand Gen Report .

When researching a solution, buyers gravitate to white papers because they want to validate the legitimacy of a solution through use cases and analytical data. White papers help develop thought leadership and move prospects through the sales funnel. 

White papers are also highly shareable. Content packed with quick-hitting facts and shareable stats are the number one driver for sharing content . When passed along to the C-suite, white papers can help influence stakeholders on the purchasing team. 

In SaaS marketing, 8 types of white papers exist. Some serve as how-to guides providing step-by-step instructions, while others function as industry reports that deliver valuable insights and in-depth analysis. When learning how to write a white paper that drives leads, choose which type of white paper to use based on your goals and objectives for the asset.

1. How-to or problem/solution white paper 

How-to or problem/solution white papers call out a nagging business problem and provide a new and improved solution. Use this type of white paper to attract and educate prospects, usually in the consideration stage of the buyer’s journey. Your audience knows they have a problem and is researching solutions to overcome it. 

2. Technical white paper 

Technical white papers explain the technical aspects of a product and how it solves a problem. They’re tailored to tech-savvy audiences and feature elements such as technical specifications, flowcharts, tables and diagrams. 

3. Business benefits white paper 

Business benefits white papers focus on showcasing the specific advantages of a product. Unlike technical white papers that explore the working details of a solution, business benefits white papers focus on the big-picture business outcomes. They’re geared toward decision-makers and non-technical audiences. Sometimes, they provide a cost-benefit analysis and potential ROI to justify the value of the solution. 

4. Market research white paper 

You may have seen white papers titled “The State of…,” which offer big-picture insights into specific industries. For instance, an IT security company might create a market research paper called “The State of Cybersecurity: Threats, Challenges and Best Practices.” These papers delve deep into the industry’s latest trends, showcase what’s effective and address current challenges.

5. Visionary white paper 

Unlike market research white papers which focus on the current state of an industry, visionary white papers project out into the future. Visionary white papers are typically titled “The Future of…” These white papers are best for top-of-funnel prospects that want to learn more about the industry, or high-level professionals who want to stay up-to-date on predictions and trends. 

6. Product comparison white paper 

Product comparison white papers compare multiple products in a specific industry. Marketers use them strategically for the Decision Stage of the buyer’s journey when the prospects know they need a solution, but need help deciding between a few vendors. 

7. Educational white paper 

Educational white papers are designed to teach your audience something new. Since these white papers are grounded in factual evidence, you should dig into industry reports when doing your research. 

8. Thought leadership white paper 

Thought leadership white papers present original viewpoints that often go against conventional wisdom. The goal is to demonstrate expertise, establish credibility and gain influence, particularly among decision-makers or executives. You can put a spin on current issues or take a new approach to address your audience’s pain points. 

When crafting a white paper, it’s helpful to adhere to a white paper structure that sets the stage for the proposed solution. Here are the 9 elements you’ll want to include when formatting a white paper: 

1. Title page

Create an attention-grabbing title that highlights the problem you’ll solve or the topic covered in the white paper. Make it intriguing enough to entice readers to share their email addresses. 

2. Introduction and problem statement

Explain the purpose of your white paper and why your target audience should read it. The introduction describes the business problem your technology solves from the perspective of your target audience. It should be interesting enough to hook readers right away and keep them reading. 

3. Background 

Here’s where you can provide in-depth background information on the specific problem you’re discussing. This section is usually data and research-heavy. Dig into why the problem is a growing concern in the industry and what detrimental effects it may be having on the readers’ businesses. 

4. Proposed solution

This is the meat of your white paper. This section should propose a solution to the stated problem, typically a course of action, product or service. For SaaS companies, that means describing your technology and how it solves your audience’s pain point. It may also compare your solution with competing technologies. 

5. Graphics and other visual elements

Nobody enjoys reading a wall of text. White papers are much more engaging when you add visual elements like charts, tables and infographics. People retain information with visuals better than text, so using graphics is a great way to summarize your points in a digestible manner. 

6. Fact-based evidence 

Facts help to support your argument and reinforce why you believe something is true. Statistics, metrics and quotes can add context to your points, highlighting the importance of a problem or the effectiveness of your solution. Sprinkle in facts to help bolster your position. 

7. Conclusion

Wrap up with the most important points that you want your readers to remember. It should summarize the white paper’s findings and recommendations. Also, emphasize the benefits of your solutions and the risks to readers who don’t take action on resolving the issue. Conclude with the most important points that you want your readers to remember. 

8. Call to action

Add a call to action (CTA) to encourage readers to take the next step, whether that be booking a demo or signing up for a free trial. Frame it as a way to start solving their problems. Even the most fact-based research white paper should include some form of CTA to help readers take the next step. 

9. About the vendor 

The About section is where you can openly sell your solution. Clearly state what your technology does, who it helps and how. You can add another CTA at the end of this section.  While there’s no rigid white paper format you need to follow, these guidelines will provide a good starting point.

Now that you know the white paper structure to aim for, let’s get into the step-by-step process of how to create a white paper for your SaaS company. 

• Know your audience
• Strategize and plan
• Narrow your white paper topic
• Offer a unique point of view
• Do your research
• Create a white paper outline
• Write and edit your white paper
• Coordinate reviews and approvals
• Draft supporting content
• Design the white paper
• Develop a distribution strategy

1. Know your audience

When thinking about how to write a white paper, the most important step is making sure you know who you’re writing for.  

You can define your ideal customer profile (ICP) by asking a few questions: 

• What’s their role in the organization? Decision-makers wear multiple hats. Know their job title and company size and tailor your white paper content accordingly. 
• What stage are they at in the buying process? Prospects in the Awareness Stage know they have a problem but don’t yet have a solution. Prospects in the Consideration Stage are looking at different solutions. Lastly, prospects in the Decision Stage are ready to buy and looking for reasons to choose your product. 
• What are their primary pain points and challenges? Really knowing your prospects’ pain points and challenges enables you to write a white paper that is valuable to them—and one that they’re willing to give you their email address for.

2. Strategize and plan

Figuring out how to write a white paper is all about landing on a great topic. Sit down and brainstorm ideas for your white paper. What is it that your ideal customers want to know? What will help them solve a burning problem?

If you’re stuck for topic ideas, you can turn to a ready source—anyone in your company who speaks directly to customers or prospects. For you, that may be any employee from: 

• Marketing 
• Partnerships 
• Customer service
• Technical support 

Your sales department is having targeted conversations with prospects every day. Common questions and pain points come up on these calls every day. 

And the conversations don’t have to be a one-way street, either. Run some white paper topics by a focus group panel or your customer advisory board and see which topics intrigue them the most. 

3. Narrow your white paper topic

Prospective clients generally prefer topics that are more specific. Topics that are too broad dilute the overall effectiveness of the information. And don’t try to cram everything into one white paper. Instead, focus on the most important and relevant points.

If you know exactly who you’re writing the white paper for and how it fits into your content strategy , it should be easy to narrow your topic. If you want to generate leads in a specific vertical, you may focus on the topic of a new approach to a common industry challenge. However, if you want to support a new product launch, you may decide to discuss the technologies underlying your new solution.

Read our blog post: White Paper Topics: How to Choose the Right One to Generate More Leads

4. Offer a unique point of view

You want to avoid rehashing the same tired information as everyone else. Nobody gets excited about a white paper that covers the same topic as your competitors. This might seem like a no-brainer, but when thinking about how to write a white paper, you need to provide a fresh perspective. 

With so much content vying for your prospects’ attention, many companies struggle to stand out. Taking a stance that goes against conventional wisdom can help you win raving fans. Specifically, taking a stance that aligns with the buyer’s values can help to establish credibility and trust.

Even SaaS companies can create a brand identity around their values and causes. For example, Square and Stripe turned the payments industry upside down by creating online payment software tailored towards small businesses. Previously, small businesses relied on traditional merchant accounts that involved high fees, lengthy contracts and complex setups. 

Consider what your brand stands for and how it’s different from competitors. For example, how do you solve a problem differently than anybody else? 

Think about how to demonstrate your expertise in a way that encourages conversation. Often this unique point of view can come from the subject matter experts you chose to interview. Be sure to create a fully fleshed-out content brief so everyone is on the same page.

5. Do your research

The best white papers come from extensive research. If you want to establish your company as an authority and gain the trust of your target audience, you’ll want to base the claims you share on credible sources.  

First, determine where you might find the information you’ll need for the white paper. That will determine the research methods you’ll use. If you’re doing interviews, schedule them at least a day apart so you have time to prepare, as well as digest the information afterward.

You likely have an in-house SME that you can interview, such as a product developer, data analyst or CEO. However, sometimes you may want to find external industry experts or advisors to contribute their knowledge. 

When performing secondary research, read industry reports and other white papers on your topic. See what influencers have written about on the topic. Reading will help you discover content gaps and unique approaches your white paper can take. Keep all research material in a single folder. 

Be sure to find credible sources for your white paper. Using industry reports, journal articles and publications are great sources. 

You can also perform surveys with your customers, which allow you to collect opinions and data on specific topics related to your industry. For example, a project management company can collect specific data from its B2B clients to prove its effectiveness and success rates of completion. 

Once you’ve completed your research, be sure to create an outline. Don’t skip this step—it will help you stay more focused and save you time in the long run. Allow your manager and an SME to check that your outline is on track to meeting everyone’s expectations for the white paper.

6. Create a white paper outline

A detailed white paper outline is key to producing a white paper that is compelling and cohesive. Since white papers contain so many points, you’ll want to create your outline in several steps to ensure that each section is well-organized and adequately supported by research.

A. Land on a working title or two

You have two primary opportunities to convince your prospects to download your B2B SaaS white paper: the title and the cover. It’s crucial that these elements make a powerful impact. Use your white paper outline to capture a few ideas for persuasive, benefit-driven titles.

B. Brainstorm insights and actionable takeaways 

Ask yourself what you want your readers to gain from your white paper, then write down everything that pops into your mind. This section of your white paper outline doesn’t have to reflect your final draft. Rather, this exercise will help ensure that your content covers all the information you want to share with your audience, including educational insights and tips they can put into action immediately.

C. Lump ideas into sections

Your next step is to structure your brain dump into sections. This will help you identify a few major themes for your B2B SaaS white paper. Once you’re finished, if you feel like your topic is too broad, cut any themes that don’t support the main focus of your white paper.

D. Fill the gaps in each section

Review each section in your white paper outline to see what’s missing. Think about this from your prospect’s perspective. Include statistics to help illustrate the points you’re trying to make. Ensure that every question your reader might be wondering has an answer.

E. Edit and organize each section

Now that you’ve put all of the details around your major themes into your white paper outline, it’s time to edit your outline. Step away from your white paper for a while and return to it with fresh eyes to see if you can tighten up the content and ensure it flows as logically as possible without any redundancy.

F. Add links to source material such as data

Statistics help make your white paper as compelling as possible, and they support your credibility by showing that you use research from reputable sources. Add links to these sources to your white paper outline. Stats make great graphic design elements later down the road in the white paper production process.

G. Get feedback from subject matter experts 

Get a few sets of eyes on your white paper outline. Subject matter experts and other key stakeholders will likely have valuable feedback to offer that can improve your content. They can help you spot any gaps in information or point out confusing sections that require explanation. They can also provide feedback on the flow of your white paper outline.

6. Write and edit your white paper

Once your colleagues approve the outline, you’re ready to flesh out your SaaS white paper. Here are 3 quick tips to consider: 

• Valuable content: Pack your document with high-value content such as research, survey reports and recent statistics. 
• Examples: Share your case studies and real-world examples to make your white paper more relatable. 
• Quotes: Use quotes from industry experts and industry influencers to better engage your readers. 

Once you’ve completed the first draft, you should step away from your computer for at least 24 hours. Fresh eyes can help you rethink, rewrite and polish your work. Do this a few times until you’ve nailed it.

Edit the white paper for logic, key messages, grammar and style. Often, you’ll need to eliminate buzzwords and hype, improve readability with simpler language or make the text more crisp and compelling. Make every word count—avoid padding it with flabby writing or lazy thinking.  

Even the best writers need editors. Get a co-worker or editor to provide a fresh pair of eyes on your work. This can help you catch mistakes you didn’t see or provide a different perspective to strengthen your writing. 

7. Coordinate reviews and approvals

Reviews and approvals always take longer than you might think, so make sure you set aside enough time in the project timeline. Before the project even starts, you should determine exactly who will be reviewing and approving the SaaS white paper. 

Review by committee is tedious and tough. Conflicting opinions and personal preferences can dilute the original message and cause the review process to go on for far longer than it should. Aim for no more than 3 stakeholders to be involved in the review process. Set firm deadlines for review and approval cycles. 

You’ll have a smoother content approval process if you set up the following in advance of starting the white paper: 

• Brand guidelines: Brand guidelines ensure your white paper aligns with your brand identity, maintaining consistency across all marketing collateral. This is especially important to pass along to a SaaS content marketing agency if you decide to outsource the white paper writing. 
• Content brief: Your content brief should state the content goals, audience and a rough outline for the white paper. Be sure to create a fully fleshed-out content brief so everyone is on the same page.
• Editorial style guide: This is one of the most important documents during the writing and editing phase. It includes standards for tone, grammar, images and vocabulary. 
• Workflow: Use a project management tool to easily assign tasks, set deadlines and move the white paper through each stage to completion. The tool allows all team members to see where the project is at and ensures that the white paper gets completed on time. 

Once your white paper gets final approval, you’re ready for publishing. 

8. Draft supporting content

Opt-in pages are the entry point to gated content like white papers. However, so much can go wrong with the opt-in page that you may never collect your prospect’s email address. If you want to increase downloads, make sure you include 6 crucial elements in your opt-in page . 

When designing your opt-in page, make sure to place the unique value proposition, form and call to action above the fold. This helps readers take the desired action without having to scroll. 

Hook readers by driving curiosity with a compelling headline that explains the main benefit of downloading the white paper. In the body of the opt-in page, you can add short bullet points to tell them what they’ll learn in the white paper. 

The thank you email and thank you page should include a link to the downloadable white paper, along with the next step you’d like prospects to take, such as booking a demo call or signing up for a free trial.

9. Design the white paper

Appearances matter. Get your designer to create a memorable white paper design that is professional and easy to read—and plays into your branding.

If you’ve got some interesting data, don’t bury it in dense paragraphs. Instead, present it using visually engaging charts, graphs and infographics to captivate your audience and make the information more digestible.

When designing the graphics, you’ll need to know what types of graphics will best highlight your research. Start by defining your visualization goal for each graphic: 

• Inform: Convey an important data point or message that doesn’t require much context to understand
• Compare: Show differences or similarities 
• Show change: Visualize trends over time
• Organize: Categorize data to show trends
• Reveal relationships: Show correlations among variables

The types of visuals you use depend on the purpose. For example, horizontal bar charts are great for charting survey results. Or you can use infographics as a way to tell a story using facts and statistics. Even adding icons with corresponding text is a great way to make the information easier to read.  

If you don’t know how to design a white paper, we recommend reviewing the white paper examples below for inspiration. 

Read our blog post: 5 White Paper Design Best Practices to Strengthen Your Credibility

10. Develop a distribution strategy

Now you know how to prepare a white paper, but do you know how to promote it? A SaaS white paper isn’t valuable unless the right people see it, download it and read it. Think about how you will use owned channels (like your website, social media and email) and external channels (like conferences, advertising and public relations) to get your white paper in front of people.

Here are some tips to promote and distribute a white paper : 

• Strategically promote your white paper on your website: You should place the white paper in spots on your website where it makes sense as part of the buyer’s journey. Ask yourself when your target audience would be ready for this information. Consider adding it to the Resource section of your website or as a CTA at the end of related blog posts. 
• Post it on social channels: Your audience is probably scattered across various social media channels. Create a series of posts focused on key ideas from your white paper. Remember, white papers can be repurposed into different formats—blogs, tweets, social posts, slide decks and even sales material. 
• Send it out to your email list: Email marketing has stood the test of time and shows no signs of slowing down. Send a teaser email to your mailing list to build anticipation of the white paper before it’s published. Once published, you can include it in your newsletter or email nurture sequences. You can even have customer-facing team members include it in their email signatures to get it in front of your target audience. 
• Develop partnerships: Leverage relationships with content marketers and journalists in your network to include links to your paper from their content. Perhaps, you’ve got original research that would fit perfectly to their content. Send them an email to see if they’ll include a link to your research into their blog content or an article. 

Never forget to promote and distribute a white paper. Content that gets lost in the shuffle results in lost opportunities and time that could’ve been spent elsewhere. 

Read our blog post: 8 Strategies on How to Promote a White Paper for B2B SaaS

6 mistakes you should avoid when writing a white paper

Many SaaS companies fall victim to common mistakes when writing a white paper, which can derail a stellar piece of content and turn off your readers. The good news is you can write valuable white papers by avoiding these costly mistakes.

Mistake #1: Being overly ‘salesy’

White papers use facts and logic-based evidence to prove a point. If the white paper is too salesy, readers will tune out once they realize it’s a marketing pitch. They’ll question the objectivity and credibility of the content, leading to a loss of trust. Instead, present a vendor-agnostic view of the problem and solution, and support claims with factual evidence. 

Mistake #2: Cutting corners with research 

The worst thing to do when writing a white paper is to slap in a few stats you find on Google and call it a day. A bunch of Google searches aren’t going to bring you any new insights on the topic. Not only that, repurposed statistics are blatantly obvious and can instantly undermine your credibility. 

Use a combination of primary and secondary research instead. Industry reports are trustworthy sources that add credibility. Primary research brings life to your white paper. Consider leveraging interviews, surveys and focus groups to gather unique and original data points. 

Mistake #3: Failing to consider your target audience  

White papers are meant to address specific industry challenges, provide solutions and offer valuable insights. If you don’t understand your target audience, you may miss the mark on addressing their needs. 

You can make your white paper more relevant by keeping your ideal customer profile (ICP) front and center when choosing a topic, figuring out what subtopics to cover, doing your research and writing the white paper.

Mistake #4: Not prioritizing design and readability 

Most people won’t read your entire white paper word for word. The key is to make your white paper scannable so that readers can still get the gist of your complex ideas without reading the entire document. 

Visual elements can help you tell a story with only a few words. Line graphs are great for showing comparisons, trends or patterns, while infographics help to summarize key ideas.  

Also, use headings, different size fonts and graphics to break up your white paper. This makes your document more easily digestible. With plenty of white paper templates out there, there’s no reason not to have a visually appealing white paper design . 

Mistake #5: Not focusing on the ‘how’

Placing too much emphasis on research findings is another mistake. Many white papers will stay in the realm of theory without covering how to use those findings on a practical level. 

For example, there are endless white papers discussing the importance of employee engagement. But very few give concrete strategies and examples in specific verticals to help the reader solve their problem.

Mistake #6: Forgetting to fact-check 

For your white paper to have its intended effect, it’s important to establish your content as a credible source of information. Spreading false or misleading information will cause you to lose trust and could have legal ramifications. 

You can verify statistics and quotes by ensuring you cite the original sources and that they’re accurately represented. Also, check that they’re cited from reputable sources and not just a random blog post from the internet. 

The best way to write exceptional white papers is to learn from successful ones. Pay close attention to their structure, design and how they infuse storytelling to persuasively argue their points. 

Here are 4 white paper examples to learn from: 

1. Databricks – Getting started with unstructured data

This white paper from Databricks gives B2B tech professionals plenty of real-world examples of how a structured data strategy can be used in businesses. 

Many tech solutions aren’t so “obvious” to new users. But by giving concrete examples of how customers can use your solution in a non-salesly way, you can nudge readers down the sales funnel toward a purchase.

2. Snowflake – Design patterns for building multi-tenant applications

This Snowflake white paper compares 3 ways to organize data for customers using one of the Snowflake products. 

The white paper provides clear recommendations to solve a specific problem. Giving clear recommendations can help tech buyers in the buying process because they often highlight the functionalities or features most relevant to the buyer’s use case. 

The white paper also uses workflows and charts to visually demonstrate the solution.

3. ActivTrack – Manager’s guide to productivity measurement

This ActivTrack white paper takes an educational approach by focusing entirely on giving value and only subtly promoting its product at the end. 

The white paper includes plenty of visual elements with minimal text to summarize the key points of the section. This allows readers to quickly scan the document and get the gist of what is said. 

4. AeroSpike – Streamlining data architectures for IoT analytics

AeroSpike sets the stage in this white paper by describing the importance of scalable and reliable data structures. It uses practical examples, such as connected healthcare for diabetes management and smart city initiatives, to showcase real-world applications of IoT and data architectures.

At the end of the white paper, AeroSpike presents its product and its benefits. It talks about how AeroSpike is a high-performance database that can handle the issues described in the paper. 

Want more white paper examples?

Check out our white paper examples post for 9 more examples, plus quick descriptions of their strengths. We’ve even organized the white paper examples by target audience, making it easier to identify patterns and determine which elements your target audience is looking for.

Read our blog post: 9 White Paper Examples to Inspire Your Next White Paper

Should you gate your white paper?

Gating your white paper is great if you want leads, but there are some drawbacks as well. If your target audience has to provide their email address to access your white paper, fewer people will see it since not everyone is willing to give up their email addresses for a piece of content. 

If you don’t gate your white paper, you’re making the white paper barrier-free so more people are likely to read it. And by creating the white paper in HTML, rather than as a PDF, you can optimize the white paper for search and get traffic organically. 

When making the decision of whether or not to gate your white paper, it’s important to get really clear on your primary goal for the content asset. Are you trying to generate leads? Or are you trying to get the information in front of as many prospects as possible and grow your brand awareness?

How long should a white paper be? 

White papers are typically 2,000 to 4,000 words in length, but the range can vary significantly by target audience. After all, a chief operations officer (COO) will typically need a different breadth of information than a marketing manager. Find out what the average length of a white paper is for different audiences.

Read our blog post: How Long Is a White Paper?

How many pages is a white paper?

White papers should at least be 6 pages long, but on average are between 10 to 12 pages. Gone are the days of lengthy 30- to 50-page documents. Today’s time-pressed tech buyers and executives want shorter white pages. This is just enough content to cover a specific topic in-depth without losing readers’ interest. 

What does it mean to write a white paper?

Writing a white paper means crafting an authoritative document that uses logic and facts to promote a recommended solution to a problem. Technology buyers want to educate themselves on their problems and potential solutions before they can evaluate or justify a purchasing decision. Businesses offer white papers as downloadable content on their websites to generate leads. 

Can anyone write a white paper?

No, not anyone can write a white paper. To write a white paper, you need to be a strong writer and have experience in a particular topic or consult with subject matter experts. White papers are perceived as highly authoritative documents supported by research and data. As a writer, you need to understand the target audience’s pain points and possess the expertise to present information convincingly. 

How many hours does it take to write a white paper? 

Generally, it takes 20 to 40 hours, spaced out over 6 to 8 weeks, to complete a white paper. Writing a white paper is an extensive process that requires conducting thorough research, interviewing SMEs, writing the draft and collaborating with other stakeholders for input. Hiring experienced SaaS content writers can expedite the process since they can produce better quality work in less time, minimizing the need for extensive revisions. 

What’s next?

You’ve done the hard work of writing a white paper that will resonate with your audience and add value. Now you’re ready to make sure you cite your sources properly . 

This is the sixth post in a 9-part series called the Ultimate Guide to Writing a White Paper for B2B SaaS .

If you’re anything like our other SaaS customers, you’re probably slammed. We’re here to help. Check out our white paper writing service .

6 Elements of a High-Converting Opt-In Page Learn how to craft an opt-in page that drives downloads of your B2B SaaS lead magnet.

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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White Paper 101: A 4 step process, with examples

Afoma Umesi

Gathercontent contributor, writer, 7 minute read.

Interviewed by:

Table of contents

Collaborate

How to bring people together around digital projects.

Ellen de Vries

Brand and Content Strategist

In content marketing, the purpose of a white paper is to engage and persuade potential customers to become qualified leads. The white paper is a sales tool , one that adds to a brand’s consistency and reach. And, as opposed to a typical long-form blog article, in the hands of a good content strategist , white papers often revolve around research and statistics to provide a definitive, fact-driven case on a given topic.

If done correctly, this “show, not tell” approach to building trust and demonstrating industry expertise can become a powerful addition to your lead generation toolkit. So, before diving in, you must understand how basic white paper formats differ and study different white paper examples to see these format fundamentals in action.

The 3 main white paper formats

Despite the variety of topics and industries they cover, most white papers fall into one of three content formats : Numbered Lists, “Backgrounders,” and Problem/Solution white papers.

Each is more or less suited to specific marketing use cases, meaning the white paper format you choose is as vital as the particular topic you’ll go on to cover.

White paper formats: The Numbered List

Our brains love structure and finding patterns in the environment around us. We’re hard-wired to respond to patterns , as they help us learn and inform our decision-making. So, it’s no fluke that numbered lists are a powerful form of white paper design.

A numbered list approach enables an author to tame complicated, abstract topics and frame them in an orderly, cognitively-digestible approach. This makes the Numbered List format especially useful when the white paper needs to serve as a topical primer for an audience.

As explained by “That White Paper Guy” Gordon Graham , this format can tame a seemingly random topic through its sequential approach alone.

And, for white paper creators, the Numbered List is, arguably, the quickest and easiest type of white paper to create.

Use the Numbered List format if:

• You need to make a complex topic understandable and approachable to those less familiar with it (Example: “The 5 Essential Principles of Marketing Automation”)
• Specific use cases involve constraints where other, long-form formats aren’t ideal and readability is most important (like content overwhelmingly consumed on mobile devices)
• You aren’t sure where the target audience is in the content marketing funnel and want to capture a potential lead no matter where they may be in the buyer’s journey

Numbered List white paper example:

Mastering the pivot: a new white paper from deloitte and slack.

In this 2020 collaboration between Deloitte and Slack, the numbered list format gets a clever spin, positioned as three acts that, together, support the overall topic of the white paper.

In addition to the advantages of the format we covered above, this 3-act approach pays off the main theme of the piece –that “mastering the pivot” requires an organization to transform. And transformation necessitates going from Point A (Act 1) to B (Act 3).

Learn more: Find some additional types of white paper examples.

White paper formats: The Backgrounder

The “backgrounder” is another white paper format discussed by Gordon Graham. Unlike the punchy, uber-scannable numbered list, the backgrounder (sometimes referred to as a technical white paper) dives deeply into crucial features and benefits or aims to stand as the premier resource on unfamiliar technology or concepts.

Due to being inherently information/text-heavy, this form of branded content is typically leveraged lower in the content marketing funnel. But, if the goal in writing is to position a brand, product, or business as the pre-eminent thought leader on a topic, backgrounders may also work higher up in the funnel.

Use the Backgrounder format if:

• Your audience needs to persuade stakeholders that your product or offering is worth the investment
• Your audience needs the maximum amount of detail possible in order to make a decision
• You have access to the product teams and product information needed to write at length as an authority on the white paper topic
• Valuable context needed for a product or feature launch is not readily available or known to your audience

Backgrounder white paper example:

Demystifying mach architecture in a composable world.

This backgrounder from Digital Experience Composition solution Uniform is an excellent example of how authoritative white papers need not reach George R.R. Martin word counts .

Clocking in at only eight pages (including its cover page), Uniform’s approach is thorough and comprehensive.

The white paper includes:

• A topical overview on monolith platforms
• A primer on the background of microservices API-first cloud-based and headless (MACH) architectures
• A concise sidebar touching in Jamstack, an alternative solution
• Details on the limiting factors of monolith platforms
• Guidance on when to leave monolith platforms behind
• And a detailed introduction to Uniform’s own Maturity Model for MACH Integration

It’s a lot. But, again, that’s the point of the backgrounder white paper format– to provide the potential lead everything they need to know, precisely when all that know-how is needed.

White paper formats: Problem/Solution

Finally, the problem/solution white paper format is popular because it allows the author to focus on their audience's known pain points (or related paint points). In doing so, the author can empathize with their audience while illustrating how bad things might get if said problem remains unsolved.

Then, as a form of evidence-based-success story, the author can shift to demonstrating how their product, business, or brand is the only solution worth considering.

And, if the problem and solution are consistent by nature, the ensuing white paper can enjoy a longer shelf-life than other more topical forms of content.

Use the Problem/Solution format if:

• The desired audience is problem aware but is still researching how they might solve the problem on their own
• The stakes at hand are both significant and quantifiable
• The brand/product/service the author is writing on behalf of makes for an honest and compelling solution that fits the specific business needs of the audience
• Case studies (i.e., proprietary facts or statistics ) are available to serve as evidence within these success stories

Problem/Solution white paper example:

Apple: building a trusted ecosystem for millions of apps.

This problem/solution example from 2021 shows how a narrative approach can serve an entirely different white paper format.

In this case, the format unrolls through a series of mishaps made by a main character, John. While all the problems and solutions roll up to the same theme (the value of Apple’s efforts to build a secure app ecosystem), these issues are personalized.

And, by doing so, their real-world impacts are much more tangible to those who may not appreciate the technical complexities at play beneath them.

Putting examples into practice: Tips for starting your own white paper

One significant advantage of choosing a type of white paper before you begin writing? You've already taken a big step toward completing your outline. That, and you'll be able to focus on more actual examples of your chosen type of white paper and provide additional examples of how to structure your own.

In addition to the specific aspects of your type, most white papers contain the following:

A title page

Your title page is your first opportunity to catch your reader's attention by telling them what your white paper will cover and what they can expect to learn. The title for your white paper will likely reflect what type of white paper it is. For example, if it's a Problem/Solution white paper, your title will tell the reader what the problem is and how your organization solved it.

A formal introduction

If the title is an opportunity to tell your reader what this white paper is about, the formal introduction allows you to dive a little deeper. The introduction should detail an issue or problem (potentially complemented by an abstract ). Like an abstract in a scientific study, this introduction can function as a summary, making the reader curious to learn more.

A well-researched background

Here's where the full deep dive comes in. The body of your white paper should delve into the topic's background. Cover important context, the industry's history, your organization's inner workings, and the full scope of the problem you're addressing.

Ideally, your solution is one only you or your business can provide. The solution is the core of the white paper— it's unique information that showcases the value of your business.

A formal conclusion

Like the introduction, this conclusion summarizes everything the reader has learned by reading this white paper. But this time, point the reader toward a desired marketing or sales action. Feel free to lead up to a CTA that prompts your reader to engage with you further.

References, citations, and links to sources

Include a thorough accounting of all the resources you've included in your white paper. Not only is this a satisfying way to make all that research feel worthwhile, but your readers will appreciate knowing you did your homework. Plus, if they're so inclined, they can easily use your list of resources as a jumping-off point for further reading.

Remember: Never leave your readers wondering what to do next

As with any form of effective content writing , the ultimate goal of any format of white paper is to drive conversions. This is worth keeping in mind because getting a white paper right can be a time-consuming process. It's also worth keeping in mind because long-form content like white papers rely more heavily on your internal content process and protocols.

That's why, in addition to mastering your own approach to white paper formats and execution, make sure your ability to stay organized and execute is in top form. For more help here, take a peek at what Gather Content can do for you.

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Writing a White Paper (Format, Tips, Examples & Templates)

Get white paper examples by leading companies. Learn how to write & format a white paper for business and marketing. Create, write & design white papers A-Z.

Hadar Peretz

9 minute read

Short answer

What is the best white paper format?

• Executive Summary
• Introduction
• Problem Statement
• Solution Overview
• Benefits and Advantages
• Case Studies or Examples
• Technical Details or Methodology
• Recommendations
• References or Sources

What makes an effective business white paper?

An effective business white paper format is concise, well-researched, and addresses a specific audience's pain points. It offers actionable solutions, incorporates compelling visuals, and establishes the author's authority on the subject.

Key considerations when creating a business white paper

Audience Understanding : Know your target audience's needs and preferences.

Clear Objective: Define the purpose of the white paper.

Visual Appeal: Incorporate relevant charts, graphs, and images.

Credibility : Cite reliable sources and provide evidence.

Engaging Narrative: Craft a compelling story in content and design that guides the reader.

How to write a white paper (step-by-step guide)

Writing a white paper is no small feat. It requires research, understanding, and a knack for presenting information engagingly.

But with the right approach, your white paper can position your brand as an industry leader, driving leads and fostering trust. Remember, it's all about offering value and meeting the needs of your audience.

Step 1: Grasp the white paper's core

Recognize that a white paper is more than just a long article. It's a detailed report on a specific topic, designed to educate and address issues.

Understand its origins from government documents and its evolution into a tool for thought leadership.

Step 2: Define your target audience

Identify who you're writing for: industry professionals, novices, or another group.

Tailor your language, tone, and content depth to their needs and interests.

Step 3: Prioritize value over promotion

Keep the content educational and avoid overtly promotional language.

Aim to establish trust and position your brand as a reliable information source.

Step 4: Embrace the drafting process

Don't aim for perfection in the first go.

Write multiple drafts, take breaks, and seek feedback for refinement.

Step 5: Build your content around a narrative (not facts)

Use storytelling techniques to maintain reader interest.

Introduce problems, provide solutions, and share success stories for context.

Step 6: Dodge common mistakes

Avoid a salesy tone; keep it educational.

Base your content on thorough research.

Invest in good design for readability and engagement.

Ground your content in real-world examples and actionable insights.

Step 7: pay attention to format and design

Use design elements to highlight key information when formatting your white paper.

Stay updated with design trends, but ensure they align with your topic and audience.

Step 8: conclude and review

Summarize the main points and insights.

Review the entire content for coherence, clarity, and value.

16 impactful white paper examples for business and marketing

Discover exemplary business white paper formats from industry leaders to refine your approach. Draw inspiration from best practices and elevate your corporate documentation standards, and learn est practicess based on our in-depth analysis of each example.

Microsoft white paper

The white paper from MSA discusses the future of operational development, emphasizing changes in the operational landscape. It targets professionals in the operational and business development sectors.

Microsoft digital marketing white paper

Good Points:

Forward-Looking: The document does an excellent job of forecasting future trends and aligning them with current industry practices, making it highly valuable for strategic planning.

Cohesive Structure: The white paper is organized logically, allowing for easy navigation and comprehension of the content.

Inclusion of Data: The use of data, charts, and figures strengthens the arguments and offers readers empirical evidence to support the presented information.

Engaging Imagery: The inclusion of relevant images and diagrams aids in visualizing the concepts discussed. The visuals are not only explanatory but also break the monotony of continuous text, making the reading experience more engaging.

Bad Points:

Generalized Statements: At times, the document can be a bit broad in its statements, lacking specific details that might be beneficial to the reader.

Heavy Text: The document leans heavily on text, with fewer visual elements like charts or infographics, which might make it denser for some readers.

Lack of Actionable Insights: While the paper provides a broad overview of the future landscape, it could benefit from more actionable recommendations for businesses to apply immediately.

Lack of Summaries: While the content is well-structured, there's a missing element of concise summaries or key takeaways at the end of major sections. Providing these could aid readers in recapping the essential points discussed.

Missing Call to Action: The document provides valuable information but lacks a clear call to action, guiding the reader on the next steps or how to further engage with the topic or the organization.

Google Cloud white paper

Google Cloud's white paper emphasizes its commitment to privacy in Generative AI. Targeted at enterprise customers, it belongs to the cloud computing and artificial intelligence industry.

Google short technical white paper

Detailed Explanations: The document provides thorough explanations of how user data is treated, ensuring transparency.

Relevance to Current Trends: Addressing privacy in AI is timely and crucial, making this paper highly relevant to current industry concerns.

Repetitiveness: Some points, especially around data ownership and privacy, are reiterated multiple times, which might make the content feel redundant.

Lack of Practical Examples: While the commitments are clear, real-world examples or case studies would help readers understand the practical implications better.

Visual Enhancements: While the design is clear, it could benefit from more engaging visuals or infographics to highlight key points or statistics, adding an extra layer of engagement.

Interactive Elements: Given the digital nature of the topic and the platform (Google Cloud), the integration of interactive elements or links to online demos, tutorials, or related resources could further enrich the reader's experience.

Amazon AWS white paper

This document from AWS provides a framework for designing and operating machine learning workloads using best practices. It's intended for solution architects and ML practitioners in the tech industry.

Amazon technical white paper

Depth and Breadth: AWS dives deep into each of the five pillars of the Well-Architected Framework. It provides thorough explanations, ensuring that readers understand each concept.

Use of Case Studies: Real-world examples and case studies are included, which offer readers practical insights and relatable scenarios.

Relevance: The document clearly understands its target audience. By providing specific AWS service recommendations for different ML scenarios, it offers actionable insights.

Technical Jargon: While it's aimed at professionals, the language can sometimes be overly technical, which might make it less accessible to newcomers.

Length: The document is quite lengthy. While it covers a lot, it might be overwhelming for some readers, especially those looking for quick solutions.

Assumed Prior Knowledge: The document sometimes assumes the reader has prior knowledge of AWS services, which might not always be the case.

Engaging Design Elements: While the document is informative, it could benefit from more design elements, such as infographics or pull quotes, to break up the monotony and highlight key points.

Apple white paper

This document by Apple introduces ProRes RAW, a new video codec, detailing its features and benefits. It's crafted for video professionals, filmmakers, and content creators in the multimedia sector.

Technical Mastery: Apple showcases its technical prowess, diving deep into the intricacies of the codec, which will be appreciated by professionals in the field.

Benefits Highlighted: The document effectively underscores the advantages of using ProRes RAW, making it clear why it stands out from other codecs.

Practical Use Cases: Apple includes scenarios and cases where ProRes RAW can be best utilized, providing context and clarity to readers.

Assumed Knowledge: The white paper assumes a certain level of technical expertise from the reader. While this is okay for its target audience, it might alienate novices.

Limited Comparisons: Although the document does a great job explaining ProRes RAW, it could benefit from direct comparisons with other existing codecs.

Dense Terminology: There's a heavy use of technical jargon without sufficient explanations, which could be challenging for those not deeply versed in video codecs.

Lack of Interactive Elements: Given the brand and the nature of the topic, incorporating interactive elements like QR codes leading to video demonstrations or tutorials could have added significant value.

Missing Call to Action: While the document provides a plethora of information, it doesn't guide the reader on the next steps, whether that's purchasing a product, joining a workshop, or any other related action.

IBM white paper

Market Connections' white paper focuses on enhancing data utility and management. It caters to business leaders, data analysts, and professionals in the data-driven decision-making realm.

IBM research white paper

Engaging Visual Design: The document uses a vibrant color palette, dynamic shapes, and appealing graphics, which make the content pop. This design approach draws the reader in and keeps them engaged.

Relevance to Current Trends: In today's data-centric world, the paper's focus on supercharging data is timely and resonates with the needs of modern businesses.

Concrete Recommendations: The document provides specific strategies and tools for improving data utility, making it actionable for readers.

Case Studies & Testimonials: The inclusion of real-world examples and testimonials lends credibility and offers a practical perspective on the discussed topics.

Lack of Technical Depth: While the paper is informative, it doesn't delve deep into the technical aspects of data management, which might leave some tech-savvy readers wanting more.

Generic Advice: Some sections offer generalized advice that can be found in many other resources, making them less unique.

Potential Bias: The paper occasionally comes across as promotional for Market Connections' services, which might detract from its objectivity.

Oracle White Paper

This document from Oracle delves into the integration of Oracle Content and Experience with Oracle WebCenter Portal. Targeted at IT professionals, it belongs to the tech and software industry.

Oracle corporate white paper

Clear Structure: The paper is well-organized with distinct sections, making it easy for readers to navigate and find specific information.

Visual Aids: The use of diagrams and flowcharts helps in understanding complex processes and integrations.

Technical Depth: The paper provides in-depth technical details, ensuring that IT professionals can grasp the intricacies of the integration.

Jargon-Heavy: While it's intended for IT professionals, the heavy use of jargon might alienate readers who are not deeply familiar with Oracle's suite of products.

Lack of Real-World Examples: The paper could benefit from real-world use cases to illustrate the benefits of the integration.

Aesthetic Appeal: The design is quite basic, and a more modern and engaging layout might make the content more appealing to a wider audience.

SAP white paper

SAP's white paper delves into digital manufacturing within regulated environments, emphasizing quality and compliance. It's designed for manufacturing professionals, quality assurance teams, and regulatory compliance officers.

SAP business white paper

Industry-Specific Insights: SAP offers valuable insights tailored to regulated manufacturing environments, ensuring the content is highly relevant to its target audience.

Holistic View: The document covers a wide range of topics, from digital transformation to compliance challenges, offering a comprehensive overview.

Expertise on Display: SAP's deep industry knowledge is evident, lending credibility to the information and recommendations provided.

Complexity: The document, at times, delves into intricate details which, while valuable, might make it challenging for readers unfamiliar with the topic.

Promotional Tone: There's a noticeable push towards SAP's solutions, which, while understandable, might come off as less objective to some readers.

Lack of Practical Examples: While the paper is rich in information, it could benefit from more real-world examples or case studies to illustrate the discussed concepts.

Lack of Visual Summaries: While the document is rich in content, it misses out on visual summaries (like infographics) that can quickly convey complex information. Given the technical nature of the topic, such visuals would be beneficial for comprehension.

Pfizer white paper

This white paper by Pfizer delves into the significance of community engagement in diversifying clinical trials, particularly focusing on the Pfizer-BioNTech COVID-19 vaccine trial.

It aims to address the healthcare disparities highlighted by the pandemic and the urgent need for diverse representation in clinical trials.

The target audience includes healthcare professionals, researchers, and policymakers in the medical and pharmaceutical industries.

Pfizer research white paper

Comprehensive Structure: The document is well-structured with clear headings, subheadings, and a table of contents, making it easy for readers to navigate and understand the content.

Relevant Data and Citations: The white paper provides relevant statistics, data, and references to support its claims, enhancing its credibility.

Clear Objective: The paper's goal is evident from the beginning, ensuring that readers understand its purpose and the importance of the topic.

Lengthy Content: Some sections are quite detailed, which might be overwhelming for readers looking for quick insights.

Lack of Visuals: The document could benefit from more graphs, charts, or infographics to break the monotony and present data in a more engaging manner.

Repetitive Emphasis: While the importance of diversity in clinical trials is a crucial topic, the paper occasionally reiterates the same points, which could be condensed for brevity.

AT&T white paper

This white paper delves into the importance of mobility in the modern collaboration era. It's intended for business leaders, IT professionals, and teams looking to enhance collaborative efforts in the digital age.

AT&T company white paper

Well-Structured: The document is organized in a logical manner, with clear sections and subheadings, facilitating easy navigation.

Actionable Advice: It provides concrete strategies and recommendations on enhancing mobility for collaboration, ensuring readers can take immediate action.

Potential Overemphasis: While mobility is essential, the document occasionally seems to overstate its importance, which might come across as a bit unbalanced.

Lack of Diverse Case Studies: While there are some examples, the paper could benefit from a broader range of case studies across different industries.

Assumed Context: The paper sometimes assumes readers are fully aware of the current collaboration landscape, which might not be true for everyone.

Tesla white paper

Dell Technologies' ESG report showcases their commitment to driving human progress through sustainable technology, emphasizing their efforts in advancing sustainability, cultivating inclusion, transforming lives, and upholding trust.

Tesla consumer white paper

Highly Specialized Content: The paper zeroes in on a niche topic within the energy sector, providing deep insights that are valuable to a specific audience.

Clear Explanations: Complex concepts related to net billing tariffs are broken down and explained in a comprehensible manner.

Data-Driven Arguments: The use of charts, figures, and empirical data adds weight to the points being made and supports the document's claims.

Narrow Focus: While the specialized content is a strength, it also means the paper might be too narrow for a general audience or those looking for a broader overview of the energy sector.

Stylized Language: At times, the document uses language that's a bit too stylized or technical, which might make it less accessible to some readers.

Potential Bias: The paper seems to advocate for specific tariff structures, which might come off as less objective to some reader mmunities.

CitiBank white paper

This white paper delves into the transformation and disruption in financial market infrastructures, focusing on the evolution of securities services. Intended for financial professionals and industry leaders, it belongs to the banking and financial services sector.

CitiBank financial white paper

Comprehensive Coverage: The document provides a holistic view of the securities services landscape, touching upon various aspects like settlement transformation, digital assets, and the role of Central Securities Depositories (CSDs).

Data-Driven Insights: The paper is backed by quantitative data, with surveys involving 483 individuals globally, offering credibility to its findings.

Complex Jargon: The document uses industry-specific terms that might be challenging for readers unfamiliar with the financial sector.

Lengthy: While comprehensive, its extensive coverage might be overwhelming for someone looking for quick insights.

Lack of Visual Aids: More charts, graphs, or infographics could have made the data more digestible and engaging.

General Electric white paper

GE's white paper discusses the evolving landscape of global power markets. Intended for energy industry decision-makers. The document provides a holistic view of the energy market, touching on various aspects from production to consumption

GE thought-leadership white paper

Comprehensive Overview: The document provides an in-depth exploration of power markets, encompassing historical data, current trends, and future projections. This thorough approach offers readers a holistic perspective on the subject.

Effective Data Visualization: The use of charts, graphs, and tables is commendable. They present intricate data in a digestible format, allowing readers to quickly grasp key trends and insights.

Segmented Content Approach: The content is divided into distinct sections, each addressing specific facets of power markets. This segmentation aids in navigation and allows readers to delve into areas of specific interest.

Dense Text: Some sections are text-heavy, which might be overwhelming for some readers. Breaking up the content with more visuals or bullet points could improve readability.

Design Uniformity: While the document is rich in content, there's room for improvement in terms of design consistency, particularly in the color schemes and visual elements used.

Static Design: Given the technical and extensive nature of the topic, integrating interactive elements or links to supplementary multimedia resources could enhance the reader's engagement and understanding.

Clarification of Technical Aspects: The document occasionally uses industry-specific terms and concepts. Including a glossary or providing side notes with explanations would ensure accessibility for readers not deeply familiar with power markets.

ExxonMobil white paper

A comprehensive exploration of ExxonMobil's commitment to the energy transition, focusing on innovative solutions for lower-emission marine fuels. Targeted at stakeholders in the marine industry and those invested in sustainable energy solutions.

ExxonMobil business white paper

Relevant Data: The white paper provides specific data points, such as projected energy consumption and emission reduction targets, which lend credibility to the content.

Engaging Visuals: While I couldn't directly view the visuals, the structure suggests the inclusion of charts or images, which can help break up the text and provide visual context.

Lengthy Content: Some sections could benefit from concise writing to ensure the reader remains engaged throughout.

Call to Action: While the document provides valuable information, it could benefit from a clearer call to action, guiding readers on the next steps or how to get involved.

World Economic Forum (WEF) white paper

The World Economic Forum's white paper delves into the emerging concept of the industrial metaverse. It's crafted for industry leaders, technologists, and policymakers keen on understanding the future intersection of industry and virtual realms.

WEF financial white paper

Cutting-Edge Topic: The WEF addresses a novel and emerging trend, making the paper a valuable resource for those looking to stay ahead in the tech and industrial sectors.

Expert Contributions: The document includes insights from industry experts and thought leaders, lending credibility and depth to the content.

Global Perspective: As expected from the WEF, the paper provides a global view, considering the implications and developments of the industrial metaverse across different regions and cultures.

Infographics and Visual Aids: The use of charts, graphs, and other visual aids complements the text and provides a break from long passages. This not only makes the content more engaging but also aids in quicker comprehension of complex data.

Conceptual Density: The topic, being new, is also complex. The paper sometimes delves into highly conceptual discussions which might be challenging for some readers.

Potential Overhype: While the industrial metaverse is undoubtedly exciting, the paper occasionally might come across as too optimistic, without sufficiently addressing potential pitfalls or challenges.

Lack of Practical Guidance: The document is rich in forecasting and analysis but could benefit from more actionable insights or steps for businesses to start their metaverse journey.

Lack of Interactive Elements : For a topic like the metaverse, which is inherently interactive and dynamic, the inclusion of QR codes or links to interactive demos, videos, or web pages might have enhanced the reader's experience.

Siemens white paper

Siemens explores the transformation towards smart manufacturing, emphasizing the integration of digital and physical realms. Aimed at manufacturers, it belongs to the industrial automation and digitalization sector.

Siemens business white paper

Holistic Approach: The paper offers a comprehensive view of the smart manufacturing journey, from challenges to outcomes, ensuring readers get a full picture.

Use of Models: The introduction of concepts like the Digital OODA Loop provides readers with actionable frameworks to apply in their operations.

Human-Centric Focus: Beyond just machinery and processes, the paper emphasizes the importance of human-centric outcomes, highlighting the balance between technology and worker well-being.

Assumed Familiarity: The paper dives deep into specific Siemens solutions without always providing sufficient background, which might be challenging for those unfamiliar with Siemens' offerings.

Limited External Perspectives: The paper heavily focuses on Siemens' solutions. Incorporating third-party testimonials or case studies might have added more credibility and a broader perspective.

Verizon white paper

This white paper emphasizes the importance of network resilience in the face of Distributed Denial of Service (DDoS) attacks. Targeted at C-level executives, it belongs to the telecommunications and cybersecurity industry.

Verizon thought-leadership white paper

Practical Recommendations: The document offers actionable steps for C-level leaders to enhance network resilience, making it a hands-on guide.

Relevance to Current Threat Landscape: By focusing on DDoS attacks, which are prevalent today, the paper addresses a pressing concern for many businesses.

Promotional Content: The inclusion of Verizon's own solution (DDoS Shield) might come off as promotional, potentially detracting from the paper's objective tone.

Lack of Case Studies: Real-world examples or case studies could have added more weight to the paper's arguments and made it more relatable.

How to design a white paper for engagement

White papers are essential tools for businesses, especially in the B2B sector, to establish authority, inform potential customers, and influence their decisions.

But beyond the content, the design of a white paper plays a pivotal role in capturing the reader's attention and ensuring the message is effectively conveyed.

Best practices for white paper design

Readability is Key: Ensure that the text is easy to read. Use short paragraphs, bullet points, and subheadings to break up the content. The choice of font and its size also plays a crucial role in readability.

White Space: Don't clutter the design. Proper use of white space can make the content more breathable and aesthetically pleasing.

Mobile Optimization: With many users accessing content on mobile devices, ensure that your white paper design is responsive and looks good on all screen sizes.

Interactive white paper design

Engage with Multimedia: Modern digital platforms allow for the integration of videos, GIFs, and animations in white papers. These multimedia elements can make the content more dynamic and engaging.

Clickable Elements: Incorporate hyperlinks, clickable infographics, and call-to-action buttons. This not only provides additional resources to the reader but also encourages them to explore related content or take desired actions.

Feedback Loops: Allow readers to leave comments, ask questions, or even participate in polls within the white paper. This interactivity can provide valuable insights into what your audience thinks and feels about the content.

Here is what a static white paper looks like compared with an interactive white paper:

Designing White Papers for Storytelling

Narrative Flow: Just like a compelling story, a white paper should have a clear beginning, middle, and end. Start with an introduction that outlines the problem or challenge, delve into the details in the main content, and conclude with a solution or call to action.

Visual Elements: Use graphics, charts, and images to break the monotony of text and illustrate complex ideas. These visual elements not only make the content more engaging but also help in explaining intricate concepts in a digestible manner.

Consistent Branding: While the white paper should be informative, it's also an opportunity to subtly reinforce your brand. Use consistent colors, fonts, and logos that align with your brand identity.

Here's an example of storytelling white paper design:

Business white paper interactive storytelling templates

With traditional PowerPoint slides, your content may blend into the crowd. Storydoc's interactive white paper templates elevate your content, making it dynamic and memorable.

Unlike static slides, Storydoc's animated, annotated, and narrated templates engage readers, making them twice as captivating as standard reports.

Moreover, they're cost-effective and let you quickly produce your white paper.

I am a Marketing Specialist at Storydoc, I research, analyze and write on our core topics of business presentations, sales, and fundraising. I love talking to clients about their successes and failures so I can get a rounded understanding of their world.

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Blog Marketing 20+ White Paper Examples [Design Guide + White Paper Templates]

20+ White Paper Examples [Design Guide + White Paper Templates]

Written by: Sara McGuire Jun 28, 2023

There’s a reason why white papers are a marketing staple. When created right, white papers boost your authority, solve problems for your clients and stakeholders and act as powerful lead magnets.

But how to you create a white paper that will drive results? In this guide and with the help of Venngage’s White Paper Maker , you’ll learn how to write and design white papers that engage readers, impress clients and generate sales leads.

To add an element of enjoyment to the process, you can explore our collection of white paper templates that offer captivating and informative formats for narrating your story.

[Watch] How to Create a White Paper with Venngage:

White paper examples we’ll cover (click to jump ahead):

Business white paper examples, marketing white paper examples, government white paper examples.

• Policy paper examples

Research white paper examples

Hr white paper examples.

• White paper FAQ

Without further ado, let’s dive right in.

Businesses write white papers for a number of reasons. It’s a great document to showcase a company’s expertise in the field and to win over investors. A white paper can also be used for marketing purposes and brand awareness (which I’ll discuss in the next section ).

Here’s an example of a business white paper:

This business white paper example by Google aims to persuade the reader into adopting AI by leveraging Google’s authority. It also contains a technical deep dive for more advanced readers.

This is a perfect case of a business using white papers to demonstrate its expertise and establish itself as the thought leader in the industry.

To create a business white paper like this one, you can use a white paper template . Here’s an example of one:

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.

This business white paper template discusses the importance of employee engagement and different strategies to optimize engagement in a company. A staffing consultancy firm could create a business white paper like this one to demonstrate its expertise.

Now, if you already have a draft of your white paper content, you can just copy and paste it to a template you like. (If you haven’t written it yet, here’s a white paper writing guide you should definitely check out!)

But how do you make the most out of a business white paper template like the one above? Let’s take a look at some design tips you can apply:

1. Create an eye-catching white paper cover page

Don’t underestimate the effectiveness of an eye-catching cover page. Like the cover of a book, a captivating cover page will entice people to open it and read it further.

At first glance, your readers should have an idea of what the white paper will contain. Use a photo that reflects the theme of your white paper, or create a visual using diverse icons .

Let’s check out a B2B white paper example on employee engagement. The two men on the cover could easily be a manager speaking with one of his team members. 

Both look energized and engaged, indicating that this business white paper will offer valuable insight to companies looking to invigorate their employees.

2. Highlight key takeaways to summarize the information in your white paper

White papers tend to pack a ton of information within their pages. But in reality, many people aren’t going to take the time to read the whole paper cover to cover.

Try highlighting a few key takeaways that will get them excited about reading your white paper. Or outline exactly what they will trade their time to learn about.

As you can see in this white paper example, there’s a whole section that highlights the key takeaways in the report. Because it’s right on the front page, it’s hard to miss, which is a nice touch:

Pro Tip:  Not sure which template is right for your use case? Venngage has a massive catalog of 500+ professional and engaging templates you can customize today. No more boring Word documents or endlessly struggling with expensive design tools.  Browse our white paper templates.

3. Incorporate photos which resemble your target users in your white paper layout

Photos help create a connection between the information in your white paper and your reader. Using a photo on the cover also tells the reader what they can expect to find within the pages.

In this healthcare white paper template, the image of a child with a sugary dessert connects directly to the topic. The reader will instantly know what the paper is about.

If your goal with white papers is to promote your services and generate leads, your message needs to be memorable. Incorporating visuals resembling your target audience is one way to do so.

This content marketing white paper template depicts someone hard at work while downing a cup of coffee. The image would resonate most with professional marketers you’re trying to reach in a B2B capacity:

Businesses can use white papers as part of a content (and sales) marketing strategy such as lead generation . Most of the time, the white paper is gated — you need to insert your contact information before downloading/accessing the document. Here’s an example:

This white paper example by Frost & Sullivan (commissioned by Samsung Electronics America) explores the trends in the insurance industry. Specifically, it discusses the impact of digital transformation on this industry and how companies can deal with the change.

In order to access the white paper, you need to put in your contact information:

Now, let’s take a look at some more white paper design tips you can apply to make the best out of your marketing white paper:

4. Use high-quality photos with a consistent style

Photos, icons, and illustrations can play an important role in how effectively your white paper communicates information. It’s almost as important as knowing how to write a white paper that conveys information succinctly.

Don’t just use images for decoration. Instead, use photos to illustrate important concepts, to make information easier to understand, and to convey a mood. Marketing white paper examples, like this one, use bright, colorful photos to engage and excite readers.

Venngage’s integration with Pexels and Pixabay makes it easy to find thousands of high-quality stock photos. Check out our  guide to incorporating stock photos  seamlessly into your design. 

Pro Tip:  Use Venngage’s image swap button to change the images in a template in just 1-click. Your images and icons will be replaced with a new image that is already formatted to the template.

5. Use a neutral color scheme for a modern technology white paper design

Say you want to create a white paper to introduce new technology or explain tech-based solutions to problems. A white paper design with a sleek, modern and minimalistic design will likely appeal to techie people.

Pick a neutral background color like white or light grey. Then, pick visuals with similarly sleek color schemes. Tech white paper examples like this use a cool and muted grey palette:

But a great way to add some visual appeal to your white paper layout is to pick an accent color that you can use to make parts of your page pop. For example, this content marketing white paper template contrasts two cool corporate blue accents:

Pro Tip:  With Venngage, you can scale your white paper creation without sacrificing quality. How? Once you’ve created a white paper you like, save it as a template to reuse it again. Or hand the design reins to a team member. Want to create a white paper with your team? Our  real-time collaboration  feature (Business plan only) can help.

Learning how to write a white paper that speaks to your readers is important. For example, when selecting images for your white paper, keep an eye out for people who resemble your target audience .

This will help communicate that your white paper is actually relevant to the group you’re trying to reach.

That said, in some cases, including photos resembling your target audience might not make sense. If this happens, I’d recommend including non-generic stock photos or authentic product images. 

This modern business white paper template uses real product images as well as authentic stock photos to give it that visual flair:

Pro Tip: Need help with creating personas for your target audience? Our in-depth user persona guide  will help you quickly get upto speed.

6. Use creative backgrounds for a trendy white paper design

A simple design trick to make your white paper more engaging is to use the right background. You can opt for a simple background pattern design to add some visual impact to your white paper layout, or even try a trendy color gradient.

For example, take a look at how a color gradient background gives this content marketing white paper template some wow factor:

Here’s a simpler marketing white paper template that opts for a vibrant color gradient background but with simpler font choices to give it a sleek professional look:

Alternatively, you can use a different color gradient on your white paper template to make it stand out. Remember to keep your branding in mind when choosing the color combination so readers recognize the white paper as belonging to your brand.

It’s so easy to experiment with white paper backgrounds, so don’t be shy about trying out different options. With Venngage, you can change your white paper background with 1-click:

Pro Tip: Even if you don’t have any design experience (I don’t), the right background image can instantly make your white paper look more polished and professional. Keep this simple yet effective trick in mind, so you can create white papers that captivate readers.

7. Include calls to action throughout your white paper

If you’ve been wondering what makes a great white paper, it’s the strategic use of calls to action (CTAs).  It’s an important part of understanding how to write a white paper that readers will engage with.

In a white paper, there are plenty of opportunities to position your product or service as a solution to your target audience’s pain points. This means that there will be ample opportunities to include CTAs throughout your white paper.

For example, if you mention a feature of your product, you can place a clickable CTA button beside it:

CTAs are a great way to move people through the  sales pipeline , from your white paper to a  landing page  or blog post. 

Governmental organizations write white papers to outline policies before proposing new bills and legislations. A white paper is a good tool for gathering feedback from the public before implementing wide-reaching policy changes.

This is an example of a government white paper:

There are a lot of ways you can make your government white papers more engaging. Here are some design tips:

8. Make your page numbers stand out so your white paper is easy to scan

When designing your white paper, it’s important to keep your readers in mind. Don’t just think about what they want to read, but how they want to read it.

Your white paper isn’t the latest installment of Stranger Thing s , so it’s unlikely that every reader is going to sit down and read it cover to cover. In fact, there’s a good chance they’re going to want to skip ahead to specific sections that interest them. 

Making your page numbers easy to read will be appreciated by your readers who are trying to locate a particular topic in your white paper.

Take a look at the page numbers in this policy white paper template:

The above government white paper template can be used by a government to communicate complex social, political, and economic issues to an audience.

Healthcare white paper templates, for example, can be useful in proposing healthcare policies to the general public.

Governments can distribute healthcare white papers to communicate crucial healthcare policy changes to residents in an easy-to-read and accessible format (just like the one above by the American Heart Association).

The white paper example below has a format that’s easy to customize for any industry. Its straightforward table of contents and simple design elements keep the focus on the text.

Go ahead and customize this template with our intuitive drag-and-drop editor:

You can create a functional table of contents by adding hyperlinks to individual chapters and sections. This will help your readers navigate the white paper’s contents.

Select the text you’d like to turn into a link, then click the link icon in the top bar. Along with the option to add a URL, you can select pages within the eBook. When you download your design, download it as an  Interactive PDF .

9. Highlight themes in your white paper template using icons

This white paper template, from the cover page onwards highlights the cybersecurity topic it is focused on — phishing scams — by using a hook icon. The cover also introduces a circle motif that is used throughout this technical white paper, to give it a cohesive design and summarize information.

Pro Tip:  Do you work in a boring industry? Whether you’re in finance, law or health care, you can set yourself apart from the competition by creating engaging, yet informative white papers. A well-designed white paper can give you an unfair advantage when it comes to making technical information easy to understand and positioning the value of your business.

Policy white paper examples

Good policy white paper examples include a brief description of the scope of a problem or issue to be discussed, alongside recommendations.

This policy white paper from the Australian government is a good example:

Policy papers also include data to give context to issues. The Australian policy white paper above includes a bar graph describing the percentage of Australians born overseas to illustrate the country’s multicultural societies:

On that note, here’s some ways to best incorporate data visualizations to your white papers:

10. Visualize your white paper data using charts and pictograms

A common problem that marketers and consultants face when creating white papers is finding a way to make the data engaging and easy to understand. 

The solution? Visualize your data using charts and pictograms.

While everyone on your team is busy creating boring Word documents, you can be the creative genius that uses charts and pictograms to create visually engaging white papers.  

The type of charts you use will depend on the type of data you’re visualizing. Here’s 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 policy white paper examples such as this.

Pro Tip: With our online graph maker, you can create charts and graphs that are more creative and engaging than 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 how pictograms are used in technology white paper examples like the below. They act as visual aids to showcase key statistics and changes as it relates to the IT sector.

Don’t be afraid to mix it up. They say variety is the spice of life — the same can be said of white papers! This business white paper design, for example, combines both bar graphs and pie charts.

For more ways to add data visualizations to your white papers, check out this post: How to Visualize Data In Your White Papers

Just like other white papers, research white paper examples include reported facts and data aimed at educating readers around a particular topic. Research white papers are also written to help readers understand and address specific problems.

If you’re writing a research white paper for your business, here’s some ways to make it more engaging:

11. Highlight featured quotes using a big font

This is a design trick you’ve probably seen used in magazines and news publications. Well, guess what — it works great for white paper design as well! Pull particularly impactful and persuasive quotes and make them stand out from the rest of the text using big, bold fonts.

Not only will this draw readers’ eyes to the quotes, but it also gives your page design more visual variation. Company white paper examples like this one use a bright orange font to help their featured quotes stand out.

Human resources white papers tackle issues around employment, management, employee retention and churn. HR white papers can also be used to attract potential employees by showcasing the company culture and ethos.

12. 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.

Venngage’s 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. No designer needed:

Try thinking of creative opportunities 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 an additional punch of color and reinforcing its brand palette in an unexpected way.

Pro Tip: Need help with creating your own brand-style guide? Our guide on brand guidelines will help you create brand collateral that will dictate the look and feel of your brand and in the process, help you stand out from the herd.

13. Use icons to emphasize section headers in your white paper template

One of the primary purposes of a white paper is to visually communicate information in an engaging way. But many businesses end up creating something that reads like a college textbook. No one wants to read that…just ask any college student.

TechSmith studied over 4,500 office workers and found that people absorb information 7% faster when they’re given text with accompanying images, versus just plain text. When designing your white paper, look for opportunities to make the text easier to scan with visuals. 

An easy way to bring attention to important points is to place an icon beside the text. Government white paper examples like the one below are text-heavy. But the icons help direct the eye to each section header and break up the text.

This marketing white paper layout uses icons to punctuate the headers and add a dash of personality to reinforce its fun and lively color palette.

Here’s another example of a white paper design where icons are used to visualize points and make information easier to find.

14. Use a visual motif that reflects your white paper topic

A visual motif is a visual element that is repeated throughout your design. When you’re designing a multi-page document like a white paper or a report, your pages should have a cohesive look and flow.

To pick a motif for your white paper design, think of some themes reflected in your white paper. Is your white paper about social media engagement? Then a motif of birds (“tweeting”) or speech bubbles could work.

A white paper topic that is focused on establishing a sprint process could use a race track motif instead.

Hiring strategy white paper examples like the below use a leaf motif. Plants reflect the theme of growth associated with recruitment.

Or you can also use a simple shape motif throughout your white paper design. This approach is more subtle but can still lend to a cohesive and well-thought-out white paper design.

For example, this simple white paper template uses a hexagon motif (it kind of makes you think of a beehive, doesn’t it?).

15. Break up chunks of text with visuals when writing a white paper

When you’re laying out your white paper pages, put your storytelling cap on. Think: what kind of flow do I want my report to have? Where can I use visuals to emphasize certain points? Where can I illustrate an idea?

A common mistake novice designers make is to cram too much text into a page, rather than breaking up the text and giving it space to breathe.

Don’t hesitate to dedicate big chunks of your page–or the page in its entirety–to pictures. Images give the eyes a rest and help to reinforce information.

Visual headers are also a great way to break up expanses of text while still having the visuals serve a purpose (yay for purposeful design!). You can create your own illustrations using icons–they can make for some fun and quirky headers, like in workplace tech white paper examples.

16. Open your white paper with a boldly colored glossary

Like any design project, it’s important to start off on the right foot. You can do this by creating a glossary for your white paper. Think of it as a map that outlines exactly what your white paper will cover. 

In bright white paper examples like the one below, you can see how the designers used a bold color to bring attention to the glossary. This ensures that it will be seen by a reader, and actually used to navigate the content.

If you make your white paper design engaging, a lot more people are going to want to read it:

Try using a full-page color fill (like in this white paper example) for your glossary. Otherwise, readers may miss it when quickly flipping through the pages.

17. Include tables and boxes to emphasize key points and takeaways

Visualizing information or data isn’t limited to just graphs. When writing a white paper, you can also section off important pieces of information using tables and boxes.

In the white paper examples 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:

18. Vary the color, fonts, and styles of your headers

You can create a hierarchy by using a different font or color for your headers and sub-headers. This also helps give your page design more variety.

In this example, they use different fonts and colors for each level of header. This helps make the distinction between main and sub-headers more noticeable.

Your main design goal should be to create a white paper that’s engaging to readers and easy to navigate. When you are working with this much text, it’s important to make it easy to skim through.

19.  Dedicate pages to particularly important points

The primary goal of your white paper should be to educate readers. But you also want to strike a balance between being informative and entertaining.

If there is a central point that you want readers to remember, you may want to dedicate an entire page to that one point and an accompanying image to help drive the message home.

Pages like this should be used sparingly. That being said, they can deliver some real impact to readers.

Take this white paper example that dedicates a page to an evocative quote and photo:

20.  Allow for plenty of white space on your pages

Unlike one-page reports where you have to fit a lot of information into a small space, white papers allow for more freedom to spread the information out. That will allow you to create page designs with plenty of white space.

In the design world, white space is the empty space around design elements on the page. Leaving some room for your text and images to breathe will help your design look less cluttered.

Check out how this example uses plenty of white space on nearly every page. The result is an organized and modern white paper design.

21. Break chapters or sections into separate columns

Dividing your page into columns is a good way to organize your information and save space on the page. For example, in the white paper above, the Overview and the beginning of Chapter 1 are organized neatly into their own columns.

This makes it easy to jump from one point to the next, without getting lost.

22. Include a question on the front page of your white paper

Speaking directly to your readers can really grab their attention. Asking a question can get them to want to actually read your white paper.

In this white paper example, a simple question to the reader introduces what the report will cover. The designers even bolded it so it was the first thing readers would see!

Now they could have just said “We are going to cover Topic X” on the cover. But that doesn’t place their white paper in the perspective of the person it’s meant to help — the reader.

On the other hand, when you address a common problem people in your niche face, that will pique their interest.

23. Vary your page layouts to keep readers engaged

When people look at the same thing over and over again, it can cause visual fatigue. Their eyes glaze over and their attention drifts.

Varying your page layout will help keep readers engaged by going against their expectations. When the eyes have something new to look at, it’s easier to stay engaged.

This white paper template uses a few different page layouts. One page may have a featured image, another a large quote, and the next only includes written content. This white paper layout is fresh and interesting.

Use these white paper examples to create a design that reflects your brand

Use these examples of white papers as springboards for your own unique and brand-appropriate designs. Knowing how to write a white paper that considers your audience every step of the way will help you develop the perfect response to their questions and make your designs accessible .

FAQs about white papers

What is a white paper.

In the business world, a white paper (or whitepaper) is an in-depth informational report that explains a complex or technical concept in addition to providing a persuasive solution to a problem. 

For example, here’s what a technical white paper looks like:

Unlike ebooks , which may address a broader scope of topics, white papers have a singular focus. They’re designed to solve a specific problem for readers and build brand trust in the process.

White papers are also research-based and widely considered to be a valuable resource. In fact, Equinet reports that a whopping 75% of B2B would share information about themselves and their company in exchange for a white paper.

What is the format of a white paper?

White papers can be formatted in any number of ways, but depending on your industry, you may want to consider formatting your white paper for printing on standard printers. In that case, it’s best to stick to a letter-sized page, whether in portrait (8.5×11) or landscape (11×8.5).

These documents also are best in the PDF file format; this is the easiest way both to share them online and to have them printed.

Why should you create a white paper?

White papers can be extremely valuable documents to educate your stakeholders, clients, and top-of-funnel traffic — when the white papers are actually interesting. According to the Demand Gen 2018 Survey Report , 71% of B2B buyers used white papers in the last 12 months to research purchasing decisions.

How long is a white paper?

Typically, white papers are around 3 to 20 pages long. But some white papers can be longer. A white paper should be long enough to cover the concept or problem at hand. Since this usually includes case studies or new research, plus explanations and analyses, a good rule of thumb is writing white papers to provide enough evidence to back up your claims.

How to write a white paper that people will actually read?

If it doesn’t have an appealing design, your white paper probably isn’t going to work as well as you want it to. As with any type of content — from writing blog posts to making presentations to crafting ebooks —a lot of your white paper’s success comes down to the design.

Take this eye-catching hiring strategy white paper example; it uses dramatic images, colors, layouts, and icons to elevate its content to another level.

How to format a white paper with design in mind:

• Make sure your cover page immediately informs readers what your white paper is about.
• Summarize key takeaways at the start after writing your white papers.
• Don’t forget to think about your readers’ experience. Use clear page numbers to make it easier to scan your white paper.
• Visualize your data to make your white paper more engaging.
• Use consistent brand colors and fonts throughout your white paper format. This will make your design look more polished and professional.
• Use high-quality photos with a consistent style.
• Keep your target users in mind throughout the design process. If you’re using images of other people make sure they resemble your target users.
• Emphasize section headers in your white paper with icons.
• Break up walls of text with visuals like infographics and charts.
• Use a glossary to outline the specific topics you aim to address.
• Incorporate calls to action throughout your white paper design.
• Format your white paper to allow for plenty of white space. This will prevent your white paper design from looking cluttered.
• Switch up your page layouts to keep readers interested.

This article is also available in Spanish Más de 20 Ejemplos de White Paper Increíbles [Guía de Diseño + Plantillas] and Portuguese White paper: mais de 20 exemplos cativantes [guia de design + modelos]

You might also be interested in some of these helpful design guides:

• What is a White Paper? 15+ White Paper Examples to Get Started
• How to Write a White Paper (Tips & Templates)
• How to Visualize Data In Your White Papers
• What is a Marketing Plan & How to Create One [with Examples]
• 90+ Annual Report Design Templates, Inspirational Examples & Design Tips

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White papers and eBooks should be the foundational assets of any content marketing strategy. The numbers don’t lie, at least in this case:

• White papers are among the top 10 tactics used by B2B content marketers in a CMI study.
• 78% of buyers used white papers in the past 12 months to research B2B purchasing decisions.

Sounds simple, right? Write a white paper to improve the results of your content marketing efforts. If you want to get started now, you can  click here to skip down below for a free white paper template. Too simple a directive? Keep reading.

There are a lot more questions to be answered prior to creating a white paper. Here are just a few of them:

White Paper or Whitepaper?

If you guessed “white paper,” you’re correct.  At least according to these sources:

• AP Style Guide
• Investopedia

According to Google’s data, people get it right roughly 83% of the time.

White Paper:  Average monthly searches = 49,500

Whitepaper: Average monthly searches = 9,900

What is a White Paper versus an eBook?

Having worked at IDC for 10 years prior to joining Curata, I prefer to look at eBooks as an evolution of the white paper; at least from a content marketing perspective. Some of Curata’s most downloaded eBooks are in some ways like a white paper according to the above descriptions: data-centric, based on quantifiable research, and deeply researched on a single topic, for example:  the 2016 Content Marketing Staffing & Tactics Study . That said, according to the above distinctions, white papers do play a key role in educating and engaging buyers at a deeper level than your typical eBook. (If you do want to write an eBook, read Curata’s  Ultimate eBook Template  with free download.)

How do I get the Biggest Bang for My White Paper Buck?

Four quick tips to get the most return out of your white paper investment:

• building thought leadership in an area that aligns with your product direction.
• addressing the pain points of a particular persona.
• meeting the needs of your audience at a point in the buying cycle.
• achieving “ownership” of a popular search term in Google.
• Optimize the reuse and repurpose of white paper content.  Creating a relevant and high quality white paper is a non-trivial endeavor. It would be a waste to simply create this asset, gate it behind a landing page, do some promotion and then move on to the next big project. A strategic way to ensure you get the most out of a white paper is to use the Content Marketing Pyramid framework . This puts a white paper at the top of pyramid, with the content from the white paper atomized into more bite-sized assets such as eBooks, webinars, infographics, blog posts, bylines, tweets, and so on. Using an editorial calendar such as the one in this  free editorial template  will enhance your execution.
• Market your marketing.  Once you’ve put all this time and effort into creating a white paper, you need to ensure that just as much effort—if not more—is invested into its promotion. Atomizing content as described above will help as most—if not all, of the pyramid components drive traffic to the white paper. Collaborate with your internal and external teams to tap into all available promotional channels, such as social media, newsletters, email programs, search engine marketing, cross-promotion with other content assets, and so on. Teams to align with include: social media, digital marketing, field marketing, marketing communications, and agency partners.
• Measure pipeline impact . You can’t know what your ROI is until you measure it. There are many content marketing platforms on the market today, and the best of them, such as Curata CMP, offer sound analytics functionality , with the ability to measure things like social shares, leads generated, leads touched, pipeline generated, pipeline touched, and revenue influenced.

How do I Structure a White Paper?

At the end of this post is a a complete white paper template download, which is also chock-full of tips for completing each section. Keep reading to take a deep dive into each of these areas.

Your title can make the difference between a good white paper and a great white paper. Spend time crafting a title that will grab your readers’ attention and entice them to read and share your white paper.

• Review the following questions in preparation for title brainstorming: Who is your target audience? What are their greatest pain points, needs, and/or interests that are being addressed by this white paper? What are you providing in this white paper that your audience cannot get elsewhere? What are the key Google search terms you’re looking to target/own as a result of this white paper and its related Content Marketing Pyramid ?
• Grab attention with a bold title , but don’t be too risqué. Ensure your title represents what is truly in the white paper. And remember, focusing on your audiences’ needs versus your own will keep you on a track to success.
• Unless you work in a highly technical industry, avoid buzzwords and stick to clear and easy to understand language.
• Abide by standards in your industry , but don’t sacrifice the opportunity to differentiate your white paper with the title.
• Tap into tools such as Google Keyword Planner  and Buzzsumo  to see which words and phrases are being searched for.
• Optimal title length for search engines: “Google typically displays the first  50-60 characters  of a title tag, or as many characters as will fit into a 512-pixel display. If you keep your titles under 55 characters, you can expect at least 95% of your titles to display properly.” [ Moz ]
• Keep your title short , simple and to the point. As they say, less is more. Do take the time to create a shorter, more powerful title. Having trouble shortening your title? Break it down into sections with a colon, or insert a subtitle that can be more descriptive.
• Analyze which white paper titles already exist in your industry  i.e., from your competitors. Determine which types of titles have been most successful (i.e., Google search ranking, social shares), and which aspects have helped set those white papers apart from the others. You may decide to emulate some of the attributes of the best titles, but don’t be afraid to take a chance and be unique.

Abstract or Executive Summary

The abstract provides another opportunity to grab your readers’ attention, and convince them your white paper is worth their time to read. Similar to the title, time should be spent developing a clear, concise and hard-hitting abstract.

• Write the abstract after you have completed your white paper.
• Use a direct structure format for the creation of your abstract. That is, include the most attention-getting findings, insights, and recommendations from your white paper.
• Keep it short, simple and to the point. A commonly recommended length is 150 to 250 words.
• Put the entire abstract on the title page . Then you can use the title page as a separate sheet for your sales team to send to prospects.  Add a call-to-action linking to the full white paper and save it as a PDF.
• What is included in this white paper? (i.e., What audience pain or need is trying to be solved?)
• Why should I read this white paper? Give your audience a reason to take time out of their busy schedule to read your white paper.
• What are the white paper’s conclusions and recommendations?
• Have someone review your abstract. Preferably someone that knows your audience and has strong attention to detail.

Develop an outline prior to beginning the writing process; it will eventually take form as its shorter, more succinct cousin, the table of contents. The outline will provide a map and related trails to keep you on the correct path to meet your originally laid out objectives. It will ensure your messaging and content are on-target, and that information flows in an easy-to-follow manner for your readers. The following tips and subsequent section examples provide a good starting point.

• DON’T SKIP THE OUTLINE. Yup, the first tip is that you shouldn’t skip the process of creating an outline. Yes, it will take time and delay the start of the writing process. However, it will save you an enormous amount of time in the long run, and more importantly, ensure you have a better final product.
• Target your audience’s needs. It’s critical to create a white paper focused on readers’ needs, interests and/or pain points. Take a non-egocentric approach to your content creation, minimizing the attention spent on your company and its products. There are plenty of other formats to provide company or product-specific information to your audience, such as data sheets for example. For additional tips on how to align with audience needs, refer to “ The Four Steps to Content Marketing Enlightenment .”
• Collaborate with your team for outline creation. As the foundational design of your white paper, modifying your course at this stage is much easier than trying to change direction once the paper is written. Be sure to include team members as part of the development and review of the outline to ensure your white paper plan is on target.
• Plan on many revisions. Creation of an outline is an iterative process. Don’t hesitate to modify its design during the process.
• Maintain flexibility. Although the outline is intended to be the map or blueprint for writing your white paper, maintain the flexibility to adjust your outline as necessary once writing begins.
• Map out sections and subsections. It is important to break up your text into several sections, including section headers and subheads within each section. This increases readability and allows your reader to skim through the document and absorb the sections most relevant to their business.

The below sections provide an example of how to structure a white paper.

Introduction

If you’ve done a good job creating the title and abstract, your readers will be ready to dive into your story. The introduction is essentially the next level down from the abstract. More specifically, it’s an opportunity to introduce readers to the problem, need or pain point that is the basis of your white paper, as well as the related solution. Just as in the abstract, you need to pique your audience’s interest in the introduction and entice them to read further.

• Set up the problem, need or pain point right up front.
• Grab your readers’ attention in the first sentence or two. Strive to make a great first impression—try using a controversial and/or bold statement.
• Use data to support your point(s).
• Provide additional detail to that included in the abstract, but avoid going into too much detail. Save the specifics for later sections.
• Introduce a framework that may be used throughout the white paper, or could even provide background into the topic.
• Indicate the objective(s) of the white paper, as well as what specifically will be included in subsequent sections. Providing a map or structure in the introduction will help your audience follow your thought process and understand how the white paper is organized to achieve its objectives.

Background/Problem Statement

The introduction provides an overview of the white paper. This section allows you to expand upon this overview, and thoroughly define the problem statement.

Sample questions to be answered in this section:

• What is currently happening in the market today? (i.e., What’s the current situation?)
• What are companies and/or individuals struggling with most, and why?
• What are the specific problems, needs and/or pain points?
• What are the potential benefits of addressing these problems, needs and/or pain points? Answering this question will help readers understand why your solution is of value; and more importantly, entice them to continue reading.
• What data points help to support answers to the above questions?
• What frameworks and/or models can be used to enhance readers’ understanding of this information?

You’ve provided a succinct description of the most impactful solutions in the abstract, and an overview of these solutions in the introduction. This section allows you to go into the specifics of the solutions.

• Introduce the solution(s), including a clear definition and even a framework or model.
• Provide a detailed description of each part of the solution . Use subcategories as required to help readers draw distinct boundaries between different parts of the solution. Subcategories also make it easier for your audience to follow your thought process and absorb the content.
• Be very clear regarding the benefits of each of the solutions , including how it specifically impacts your audience.
• Target your solutions to different segments of your audience  to improve your content’s relevancy.
• Provide specific, real-world examples to support your solution(s). These examples provide another opportunity to connect with different segments of your audience. For example, provide cases targeted for three different buyer personas.
• Create a figure and/or table as a stand-alone sheet to help readers visualize your solution(s). This sheet can also serve as a stand-alone asset for your readers and/or your sales enablement efforts. One example from our recent business blogging study can be seen below.

By this point you’ve told your readers what you’re going to tell them in the abstract and introduction; you’ve told them in the problem statement and solution; and then you need to tell them what you told them. The conclusion provides the opportunity to:

• Summarize the white paper objectives.
• Review the problem statement(s).
• Highlight the solutions and their value for your audience. Be clear regarding how these solutions address the problem statement(s).
• Finish with a strong statement. For example: a vision of future solutions, how your audience can develop new solutions on their own, and/or where they can go for additional information and/or resources.

Additional Resources

Provide a list of available resources for your audience. This may include resources you have sourced throughout the white paper.

More Tips for Creating White Papers

• Formatting & Coloring: Create a consistent color scheme based on the color of your logo. Use the most dominant color for your section headers. Use a softer version or a shade of gray as the subhead color. Use these same colors throughout all visual elements of your white paper such as charts, graphs or figures.
• Grammar & Editing: Ensure your white paper has been run through several editors for quality control. Once someone downloads your white paper, it is in his or her possession and you are unable to make further edits. Correct spelling and grammar will elevate your message and back up the credibility of your company.
• Promoting Other Assets: Use the white paper to link to your other content marketing assets, such as other white papers, eBooks or blog posts. Make sure these assets are highly relevant to the topic at hand and focused on answers the audience may need, rather than pushing your company’s products too aggressively.
• Curating Expert Content: Substantiate your message by including content from subject experts by getting quotes directly from them or curating their content. Be sure to follow ethical best practices for curating content, such as linking back to the original source, only taking a small portion of curated content, and adding your own annotation. For a guide to ethical curation, download our complete eBook on the topic: Content Marketing Done Right .

Ready to get started? Download this free template to create your own white paper today.

Michael Gerard

Michael was CMO of Curata, responsible for Curata’s marketing strategy and all related activities. He has over 25 years of marketing and sales experience, having successfully launched and sustained three start-up ventures as well as having driven innovative customer creation strategies for large technology organizations such as IDC, Kenan Systems, Prospero (mZinga) and Millipore. Michael received his MBA from the MIT Sloan School of Management, as well as a BS in Engineering from Worcester Polytechnic Institute, and an MS in Engineering from Northeastern University.

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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 to highlight your company’s expertise and a valuable tool in marketing.

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 if yes, 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 correct industry format)

A white paper is an authoritative document intended to inform the reader on a particular topic fully. 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 Advanced Business Writing Course + Coaching includes written feedback and two live coaching sessions.

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 comprehensively researched. Pull information 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 is likely to increase with an increasing number of cited references.

Of course, all resources must come from authoritative sites. In order 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 allows the writer to catalog and connect the many different 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. By 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, place the main conclusion at the beginning of the document. This order responds to the desires of the reader and their preference in 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 where the reader now 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. The major findings follow suit.

If you’re unsure of these distinctions or are looking 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. It should also 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 at all. Some audiences are seeking that authoritative indicator. Other readers may be scared off from valuable content because of the term. As always, think of what your audience would prefer.

The abstract offers the reader 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. The problem needs to be defined and placed into a context to ensure it’s understood by the reader.

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.

If original research is completed for the white paper, the methods should be communicated.

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

Based on the preceding information, the solution is now presented. It is developed and argued for using the gathered evidence 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.

All sources used to develop the white paper must be collected and cited in this section. It adds validity to the document. It also gives the reader content for further research. Depending on your industry, follow MLA or APA citation formats. 

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Writing a good white paper is not a simple task. However, the investment of time and skill can produce a valuable document that shares your company’s knowledge, contributing to overall education and progress in your industry. And, a good white paper increases business opportunities. As you develop an informational document such as a white paper, it's helpful to strengthen your writing process with our Advanced Business Writing course. 

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How to create great problem-solution approaches for white papers

• September 29, 2021

State the problem first in a problem-solution white paper

Problem-solution white papers are one of the most effective ways to provide information that will be valuable and useful to your customers and prospects. Most companies create products or services that are designed to address specific problems or challenges their industries face. Using a problem-solution approach in a white paper is an excellent tool for explaining what makes your company’s solution to the problem the best choice.

The most effective problem-solution white papers start with a short section that describes the problem or challenge customers are facing. You can handle it by talking directly about the problem, or you can develop a fictional scenario that captures what your audience deals with on a daily basis. There are two goals to this approach. First, it builds a connection with your readers, because they see you understand the situations that are frustrating them. Second, it prepares them for a discussion of the solution, so they’re more likely to read the rest of the white paper.

Talk about the solutions that are available

It’s tempting to jump in and immediately offer your company’s solution, but that’s rarely the most effective approach. Why? It provides less credibility. If you say, “here’s your problem and here’s our miracle solution,” your white paper is going to sound more like an ad or a marketing brochure instead of a serious review of the issue. People become wary when reading advertising.

It makes more sense to discuss the solutions that have been developed for the problem or challenge and detail the advantages and disadvantages of each. To keep your white paper convincing, focus on facts and keep the content general. Don’t make a strong push for your company’s solution yet.

Zero in on your approach

After you’ve reviewed all the solutions that are currently available, it’s time to present your company’s solution as the best answer. But be careful how you do that. Rather than boasting about how great your product or service is, discuss its advantages in general terms.

Don’t make your white paper an ad

While it’s tempting to get into great detail about what makes your offering better than the competition, that kind of content will destroy the impression of objectivity you’ve tried to create. Instead, end your white paper with a short section describing your product or service, and an even shorter description of your company. If you’ve included the right information and presented it in the right way, readers will come to the conclusion that your solution is best on their own.

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White Paper Templates to help you in formatting your White Papers

A white paper is an in-depth guide on a topic, the problems surrounding it, and 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.

The definition of white paper varies heavily from industry to industry. For example, it provides an in-depth informational report that explains a complex concept or provides a persuasive solution to a problem in the business world. It might be similar to an eBook, but they are different. They are designed to solve a specific question for readers and build a brand in the process.

The old definition is derived from politics, where it means a legislative document explaining and supporting a particular political solution.

In technology, it usually describes a theory behind a new piece of technology. Even a business white paper can serve various uses and audiences, some more product-based than others.

Why is a White Paper Called so?

The term originated when the government papers were color-coded to indicate distribution. A white paper was designated for public access. White papers are used in politics, business as well as technical fields to help people make decisions. The white paper has referred to documents used as sales or as a marketing tool in commercial use.

What a white Paper is not?

A white paper should contain useful information, but it is not a sales pitch. Its goal is to help the reader understand an issue, solve a problem, or decide not to tell the world why people need to buy your product right now.

Purpose of a White Paper

Its purpose is to advocate that a particularly given position is preferable or that a particular solution applies to a specific problem. The Decision-making processes of current or prospective customers are influenced by it.

Types Of A White Paper

Companies commonly use the following three types

• Benefits of the business – This type of paper will tell customers how a particular offering or product will benefit them. It can work at any point in the sales cycle.
• Technology – It is mostly written for a more technical audience as it will detail a particular product’s features and benefits. It works best in the later stages of the buying cycle when the reader has adequate knowledge on why he/she needs a solution, wants to know more about a solution, and whether it will be a good fit.
• Hybrid – It offers something for everyone as it combines the first two styles with a high level of technical detail and product information. Most needs of the reader will be met by the hybrid white paper.

Format of a White Paper

You will want a title that will grab attention and communicates the problem you are solving, which is appropriate for your target audience. Including the title’s product name is not a good idea as your title should be benefit-oriented, not feature, oriented.

The executive summary

Include direct, brief statements of your position to engage the reader. You need to provide enough facts to assure and encourage the reader to continue reading the paper even though it summarizes what the document entails.

Introduction

It is an overview of the white paper. It discusses the main points that comprise the document. It also helps the customer identify the relevance of the content to them. In this section, define the issue and provide a background discussion.

Problem statement

The problem statement is the problem faced by customers that the white paper will address. It needs to be stated clearly for easier understanding by the reader. This part should entirely be from the point of view of the target audience.

High-level solution

Including any competing technologies, describe the relevant technologies at a high level. Support the arguments with tables, charts, and graphics. You are educating your target audience on where your solution fits and the current state of the art.

The solution section helps generate leads for the company as it talks about how the product or service will help the reader. In white papers, the gentle approach works better. Use appropriate language and level of detail according to your target audience. Remember to show why your solution is much better than that of the competition.

Business benefits

In this section, you need to grab the reader’s attention by providing plenty of assurances that your solution will work for them. Show the reader that you understand his/her pain.

The conclusion is a summary of the entire article, and it is advisable to include the essential points. Many readers may skip the paper’s entire contents to read this section only, so it is advisable to write this section as if it were a standalone document summarizing the main selling points about your solution.

Writing a White Paper

Identify Your Audience’s Pain : It is essential to know the audiences who will be reading your white paper. Knowing this helps to establish the voice you use and whether specific vocabulary is appropriate. The scope of research you should include is also narrowed down. It is vital to ensure that all the arguments are logically supported, but the stats and information presented should be relevant to your target audience.

Do Your Research :It would be best to avoid any forms of product promotion as white papers are not meant to be advertisements for your company. Instead, you should provide the readers with valuable and plenty of useful information even if they don’t become customers. Always remember that white papers serve to show your expertise as a company or a brand in a given field. Your readers should come away with the impression that you are a reliable source of expert information and having learned something new.

Create An Outline : To avoid getting lost in your thoughts halfway through, you need to make the outlining process more detailed.

A persuasive white paper outline should include;

• Headline – describe your topic
• An executive summary – a brief description of your white paper
• Your introduction – what you will expand on in the body of your white paper
• Section sub-headings
• Sidebars – include sidebars with additional information
• Images – use images for data best presented by them
• Conclusion – summarize your key takeaways

Put Pen To Paper And Flesh Out Your Outline : Outlining makes it easy for a writer to organize his/her work. Outlining also saves time, and it generates a free flow of ideas rather than thinking on the spot.

Use Imagery To Support Your Points : Visuals can help you present information in a visually exciting way. Visuals include graphs, tables, and charts.

Get Feedback : The higher quality your write-up is, the more authority you will have in your writer’s eyes. Getting feedback from someone you trust is essential for readability issues and the correction of typos.

Invest In The Formatting And Design : Color, layout, and imagery go a long way to make your whitepaper appealing. However, it is not necessary to get too flashy with it.

Download White Paper Templates

Broad topics can be quite challenging to comprehend and decipher. Depending on what writers aim to convert, the intentions of writing a paper differ. The white paper helps in writing reports, proposals, or discussions.

Suppose there are tons of information that needs to be put together to deliver a comprehensive document for the target audience’s understanding. In that case, white paper templates are helpful. Simply download our professionally designed white paper templates today to get started.

White Paper Format

White Paper Sample

White Paper Template for Word

White Paper Frequently Asked Questions

The basic standards of a white paper are difficult to narrow down. Anyone can call white paper anything. There are no laws or regulations to stop them.

1.Building a white paper must be from narrative text. 2. Must be in portrait format and at least five pages long. 3. Must provide useful and educational content. 4. Must provide well-researched facts. 5.Must be used before a sale 6. Must include an executive summary and introduction.

1. Technology benefits white paper. 2. Product comparison white paper. 3. Business benefits white paper. 4. Hybrid technology white paper 5. Video and slide formatted white paper.

1. Business benefits white paper tells customers how a particular product benefits them. 2. Product comparison white paper positions one solution as the best choice in the market place by weighing pros and cons. 3.Technology benefits white paper goes into detail about product features and benefits. 4. Hybrid technology white paper combines the business benefits white paper and technology benefits white paper offering something for everyone. 5. Video and slide formatted white paper translate white papers into a video or a slide format for customers looking for content on video and slide sharing websites.

Anyone who is thinking of buying a new high-priced product or service. IT managers, especially.

People read white papers to find useful information to help them solve an issue. It is often used to learn technical details of a product or service they’re thinking of buying.

People write white papers generally to provide the best solutions for addressed problems. It is also written to help customers in decision-making processes.

The white paper is a popular tool for content makers. They can be used to position your company as a reliable source of information to present useful information about your products and services. It educates readers while also helping them to understand and solve an issue.

An eBook and a white paper are similar in marketing. The difference between the two is that white papers are more technical and in-depth. A publisher’s facts and opinions come from original research from reliable resources. They include charts, tables, graphs, and other ways of visualizing data.

There are different types of white papers used. Whatever style you produce, your expertise in a given area should always show on the white paper contents. Your audience is searching for information on your white paper and will look for an authoritative source. However, a white paper is not a sales pitch. You should write a white paper with a target audience in mind. It may be long time customers or new prospective buyers who are entirely new to the field. The document should provide a complete investigation (external research and internal knowledge). The white paper’s sole objective is to identify a particular problem and address it accordingly.

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How to Introduce Your Solution in a Problem/Solution White Paper

by John Cole | Aug 21, 2022 | Collateral , Lead Generation , White Papers | 0 comments

When writing a problem/solution white paper , you always want to start with the problem your prospect has—the problem your product or service was designed to solve. You work toward your solution from there, rather than starting from the solution itself.

Beginning your white paper with a problem discussion places readers on familiar ground. It helps them determine relevance. It reaffirms their concerns.

Problem discussions also build affinity. They show readers you understand their problem and what they’re up against. Often, you’re giving them insights or implications they hadn’t considered.

But you can’t talk about problems alone. Eventually, you have to offer a solution.

Introducing that solution, however, is a delicate proposition.

That’s because technology buyers typically read white papers for education, not for product information. Introduce your product or service too soon or in the wrong way, and you can easily give your readers the impression they’re being sold. And that’s a big mistake.

The Worst Mistake You Can Make with a White Paper

When TechTarget and the CMO Council asked tech buyers which factors most often caused them to be disappointed in a problem/solution white paper, 47.7% said they were “expecting technology discussion, not product info”—the highest total of any factor measured. 1 In other words, giving the appearance of a sales pitch is probably the worst mistake you can make in a white paper.

Prospects are only interested in hearing about product features once they know what they want, that is, once they’ve decided to seriously consider your solution. White paper readers, however, are more often in the initial, information-gathering stages of solving a problem. They may not yet fully understand that problem. They’re not ready for a sales presentation.

So, how do you introduce your solution in a problem/solution white paper?

Make it generic.

What do I mean by generic? Well, once you’ve laid out the problem for the reader, don’t immediately propose your specific offering. Instead, introduce a new solution class .

Naturally, that new solution class will be one into which your offering fits very neatly.

You can define your generic solution class as broadly or as narrowly as you need. If your product has a lot of competition in its existing category, you can define a very specific subclass of that category, based on your product’s strengths, which excludes most of your competitors. If you have a very innovative product, on the other hand, you can define a brand new class of products of which yours, for now, is the only member.

Any advantage your product or service offers the market can be used to define this new solution class.

I picked up this “generic solution” idea long ago from Michael Stelzner, author of the book Writing White Papers: How to Capture Readers and Keep Them Engaged . I think it’s brilliant because of the variety of benefits it offers technology marketers.

Benefits of a Generic Solution in a Problem/Solution White Paper

Here are some of those benefits:

1. You give your white paper a more educational feel: As I mentioned earlier, white paper readers are typically trying to educate themselves. They’re gathering information. They’re not ready for a sales pitch. A discussion of a problem they have and how a new class of solutions can help them solve that problem gives them exactly what they want. So, they’re more likely to keep reading.

2. You avoid the perception of salesmanship: By introducing your solution in a generic fashion, you can discuss its strongest selling points without mentioning your specific product or service—or even your company—by name. You reduce the readers’ perception of bias. The case you make for your solution becomes more persuasive. Finally, once you’ve thoroughly convinced your reader you’ve shown him the best way to solve his problem, you can introduce your specific product or service as a real-world example.

3. It simplifies your explanation of the solution: You avoid the temptation to drill down into product features. The discussion stays at a high level. It makes your explanation both easier to understand, and less intimidating for the reader.

4. You get to “set the specs” for your prospect: If your white paper is convincing and seems unbiased, there’s a good chance your prospect will use it as a specification for choosing an implementation. In defining a new solution class, you’re setting the requirements for what it takes to be considered a part of that class. In effect, you’re tailoring the specification to match your offer. And you’re persuading your reader to eliminate most if not all of your competitors from consideration.

5. It lets you include a “What to Look for” list: You can even take your “specification” one step further. After you’ve made the case for your new solution class, you can supply your reader with a list of “key considerations” for seeking a specific implementation. Stelzner calls this the “What of Look for” list. He says, “By providing a list of key considerations, you are essentially telling readers how to shop for YOUR solution, without ever mentioning your product. The list should be written in such a way that it leads readers down a path, at the end of which only your solution stands.” 2

6. You position your company as a thought leader: You’ve shown your readers all the implications of the problem they’re facing. And you’ve proven to them that this emerging class of solutions is the best answer to that problem. In other words, you’ve shown them all the thought your company has put into solving his problem. When it comes time to choose a specific solution, who is that reader most likely to trust?

7. You establish a unique position for your product or service in the marketplace: You’ve given your offering its own niche. You’ve set it apart from all the rest, even without mentioning it by name.

Combined, these advantages not only create a powerful position for your product. They also keep readers engaged, so they’ll follow your argument to its end. This, in turn, greatly increases the chances they’ll act on what they’ve learned. Which is exactly what you want.

On your next white paper project, insist on a problem / “generic solution” format. And be sure to prove a strong case for your generic solution before you introduce your specific product or service. It’s a proven formula for boosting white paper ROI.

Need someone who knows the formula to write an effective problem/solution white paper for you? Drop me an email at [email protected] .

____________________________________

1 2007 TechTarget/CMO Council Technology Buying and Media Consumption Benchmarking Survey.

2 Stelzner, Michael, Writing White Papers: How to Capture Readers and Keep Them Engaged , WhitePaperSource Publishing, 2007.

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How to Write a Problem Solution Paper

Last Updated: July 22, 2023 Fact Checked

This article was co-authored by Stephanie Wong Ken, MFA . Stephanie Wong Ken is a writer based in Canada. Stephanie's writing has appeared in Joyland, Catapult, Pithead Chapel, Cosmonaut's Avenue, and other publications. She holds an MFA in Fiction and Creative Writing from Portland State University. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 147,715 times.

A problem solution paper focuses on a particular problem or set of problems. As the essay writer, you will then need to come up with a solution or several solutions to the stated problem. Problem solution papers are common on exams, as they allow you to explore an issue and use critical thinking to respond with a solution. To write a problem solution paper, start by outlining the paper. Then, follow the structure of a problem solution paper and polish the paper so it is at its best when you turn it in.

Starting the Paper

• For example, you may have a main situation like, “obesity and poor fitness,” or “trigger warnings on college campuses.”
• If you get to choose the situation, make a list of groups you belong to, such as “school,” “family,” “race,” “culture”,” or “local community.” Then, identify a situation or issue you have encountered as a member of one of these groups.

• In the situation component, you will paraphrase the prompt of the paper in your own words.
• In the problem component, you will state the problem or problems and explain what they are in your own words.
• In the solution component, you will state your solution or solutions to the problem. You will also explain how it will address the problem.
• In the evaluation component, you will list the main ideas in the paper and offer a prediction or recommendation based on your solution to the problem.
• There will only be one situation presented to you in the prompt for the paper. You can then have multiple problems and multiple solutions that link back to the situation.

• Introduction section, where you discuss the situation
• Transition sentence or paragraph
• Conclusion section, where you discuss the evaluation

• Problem 1 and Solution to Problem 1
• Problem 2 and Solution to Problem 2
• Problem 3 and Solution to Problem 3

Writing the Paper

• For example, if the situation in the paper prompt is “obesity and poor fitness,” you may focus on specific aspects of the situation in the introduction. You may look at how the consumption of unhealthy food and the overuse of cars plays into obesity and poor fitness in society.

• If you cannot find a lot of outside material on the problem, you can collect your own data for the paper. Do this by making a survey that you give to people who are affected by the problem. You can also interview people associated with the problem, or with possible solutions.
• For example, if you were researching the problem “trigger warnings on college campuses,” you may interview college representatives at your university or college. You may also talk to students on campus.
• Most problem solution papers written for exams do not require you to cite any outside sources. You may need to cite your sources if you are writing the problem solution paper for a class.

• For example, if you were writing about the situation “obesity and poor fitness,” you may have the following thesis statement: “Obesity and poor fitness can lead to a decrease in life expectancy, and it is essential that individuals and governments work together to tackle this issue by improving their citizen's diet and fitness.”

• For example, you may come up with a solution that addresses a lack of resources by adding support, money, or more staff. Or you may come up with a solution that addresses the problem by changing an existing practice or habit.

• For example, if one of your solutions to the problem of obesity and poor fitness is to encourage people to cook at home, you may list a few specific ways people can do this. You may suggest that national eating healthy at home campaign is created, offering recipes online that take less than 30 minutes to prepare at home.

• For example, you may end up a call to action like, “With rising levels of obesity in our country, it is essential that we take action now to address this serious issue.”

Polishing the Paper

• You can create a reverse outline using your paper as a guide, where you go through each section and confirm it follows the outline you started with.

• You can also show the paper to a peer, friend, or family member and get them to proofread it for you.

• If you are writing the problem solution paper for a class assignment, you may still have a set word count. Check that your paper falls within this word count.
• ↑ https://www.jccc.edu/student-resources/academic-resource-center/writing-center/files/problem-solution-paper.pdf
• ↑ http://www.eapfoundation.com/writing/essays/problemsolution/
• ↑ https://grammar.yourdictionary.com/grammar/writing/how-to-write-a-problem-solution-essay.html
• ↑ https://www.shsu.edu/centers/academic-success-center/writing/handouts/modes/essays/9.-.Problem.Solution.Essay.pdf
• ↑ https://clt.library.jwu.edu/c.php?g=1028305&p=7459493
• ↑ https://clt.library.jwu.edu/c.php?g=1028305&p=7459493#s-lg-box-wrapper-27749528

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About This Article

A problem solution paper focuses on a particular issue and should include one or more solutions to it. You’ll need to begin the paper by stating the situation in your own words. For example, the situation could be “obesity and core fitness.” Include a thesis statement at the end of your introduction, which could be something like, “Obesity can lead to decreased life expectancy, making it imperative for governments and people to tackle this issue by improving diet and fitness.” The following sections should deal with identifying all of the problems arising from the situation and proposing solutions to them. Try to give examples to explain each solution. For instance, if you say the growth of obesity can be stopped by improving people’s diets, you could propose a national healthy eating campaign. Finally, you should conclude by evaluating the whole paper and making recommendations about how to implement your solutions. For tips from our Writing co-author on how to plan an outline for your problem solving paper, read on! Did this summary help you? Yes No

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