How to Write White Paper?

Link for Video Lecture: White Paper

What Is A White Paper?

A white paper is a detailed guide or report about a particular topic and related problems. Its purpose is to educate readers and help them to understand and solve a problem. It is a combination of knowledge and research that offers specific solutions and recommendations. In short, it enables a reader to understand the problem, solve it and make a decision.

A white paper is a powerful tool of content marketing marketers use to share knowledge. In the world of content marketing, a white paper is like a long document like an eBook. White papers are technical and have in-depth knowledge. The original research and statistics support the facts expressed in the white paper. White papers include tables, graphs, charts, and other ways of visual aids.

Who Uses White Papers?

In the past, Government departments, NGOs, and other institutions produce white papers. But now any company that is involved in content marketing can utilize white papers. NGOs, think tanks, and other institutions read white papers to get information, new policies, and solutions.

Types of White Papers

There are different types of white papers;

• It is a white paper in which the benefits of services and products are explained in detail.
• Problem-solution. It is a white paper that drives the reader to the solution to the problem.

The other types of white papers present a summary of statistics, information, research, and solution to the issue. Whatever type of white paper is, the basic purpose is to showcase your expertise in a given area.

Use & Value

Businessmen write white papers for marketing purposes. They write newsletters for audiences outside the business. A white paper is not a sales letter but it sells the company by providing recommendations and expertise. It does not mean advertisements and marketing only.

You can build trust with your audience through white papers. The reader comes to know that you are experienced, reliable, and skilled in a given area. When your potential customers search for information to understand a problem they are facing, and you provide this information then they will turn to you again.

Selection of Topic for White Paper

It is important to select the right topic for your white paper. There are three factors that help to select a topic for a white paper.

1. Audience

The audience is the first thing to consider whatever type of white paper is. The audience might be long-time customers familiar with the company or new buyers.

You should define your audience. Is your audience professional or has knowledge of the subject or it is unfamiliar? It will help that how much research is required to write a white paper.

You have to optimize your white paper using keywords properly in this world of information technology. But remember to write for people not for search engines.

2. Expertise

The white paper reflects the expertise of your company. So this document provides knowledge that is a combination of internal expertise and external research.

3. Identifying a Problem And Its Solution

The white paper identifies a relevant and timely problem in the field. In addition, the focus of the white paper might be new trends, industry comparisons, changing techniques, and dilemmas.

The white paper must offer a solution or recommendation to solve the problem. Marketers offer this solution on deep analysis of the problem and its solution.

How to Write a White Paper?

Here are the guidelines to write a good white paper,

1. Research

The topic for a white paper should be well-researched and interesting for the audience. Moreover, you should grab information from industry resources, online references, and internal documents. Marketers focus on data and information in white papers.

2. Read Other White Papers

You can try to find white papers that cover your topic. So read them thoroughly to find the gaps and opportunities to build the existing content. It will make your white paper valuable and novel.

3. Use Mind-Mapping Technique

You can use different techniques like mind mapping to organize the knowledge in the form of a visual overview. Similarly, you can track ideas, content, and other sources to write a white paper.

4. White Paper Format

There is a standard format of white paper to follow. So the content order might be similar to the other types of business reports. But the only difference is that a white paper has its conclusion at the end. Many business documents place conclusions at the start of the document. In a white paper, the content and research increase the understanding of the problem. The last part of the document provides a solution to the problem.

5. Choose a Good Title

A good and appealing title is very important for the white paper. So the intro should be attractive & captivating to entice readers to move on. They should know what they will find in the white paper and how it will help them. A reason for white paper failure is to put statistics and prolong it without interest.

6. Abstract

It offers a brief overview to the reader about the main points of the white paper. It should make sure that the reader has found a document according to his requirement. Finally, the reader should understand that he is in the right place.

7. Problem Statement

It will specify the problem, the white paper will address. The problem is defined to make sure that the reader has understood it.

8. Background

This section of white paper provides the background information required for the reader to understand the problem and its solution. Moreover, the content of this section might be detailed, broad, or technical. The writer should communicate the methods of research.

9. Solution

It is the last section of the white paper where a solution to the problem is placed. This solution is based on the information provided earlier.

10. Conclusion

This section provides a summary of findings of the white paper. They provide recommendations on the basis of solutions to the issue.

11. References

This is the section where all the sources of the information are cited. It provides credibility and validity to the document.

Final Thoughts

It is not an easy task to write a good white paper. But it is the investment of time and skill that shares the contribution, knowledge, and progress of your company in the industry. A good white paper increases your business opportunities. Moreover, your first draft is not the final draft. You can revise and update until the final version.

Mistakes a White Paper Should Avoid

Here is a list of common mistakes that should be avoided while writing a white paper.

• Above all, a white paper is not a sales letter and your readers want to read unbiased informational documents. So don’t emphasize your readers to buy your product or service.
• Research well to write a good white paper. On the other hand, a lack of adequate research will make your white paper a flop document. Your reading and research will take time but it will make your white paper a good document.
• Moreover, the white paper should have a proper design.
• All kinds of white papers should have a story to tell. For example, setting a problem, elaborating on it, and finding its solution is a formula to write any kind of white paper.
• There are white papers that present research and findings but they don’t tell how to implement them in practical life.

White Paper Format

• The white paper should follow a standard format enabling a reader to get its required information easily.
• You should keep in mind that there are mobile visitors who view the document on different devices so their view can vary from device to device. Therefore, responsive design solves this issue.
• You can make a text bold, italic, or colored to emphasize a certain part of the white paper. So it is good to follow trends to emphasize certain parts of the white paper.
• Moreover, the design of the white paper should be according to the matter and audience.

Collect Contacts

The collection of contacts is very important for sales and marketing teams. So the visitors are attracted by offering something against their contacts. In addition, it is a good way to generate leads.

Distribution of White Paper

Once you have written a white paper then you need to distribute it or publish it on your website. There are different channels where you can distribute your white paper. You can distribute your white paper on social media. Similarly, you can get the help of influencers or media to market your white paper. There are different tools of marketing that can be used to distribute your white paper. On the other hand, email marketing is also a way to share your white paper with the audience.

Handling White Paper Leads

There are different objectives of white papers. Above all, they provide solutions to problems, information, and research to the readers. So the white papers can convert your potential customers into paying customers.