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Rishabh leads the content strategy at Content Beta, a creative video and design agency for Tech & SaaS companies.
Let’s first agree on the three critical facts about whitepaper in 2023:
It takes time and effort to write a white paper based on research, interviews, and proof of concept. And don’t forget that once a white paper has been created, its content can be re-purposed / re-used in many ways.
E.g., newsletter, blog, image posts for social media, webinar, podcast, etc. And because of the Hi-RoI potential, every B2B marketer has some common questions before they start creating a white paper –
And most importantly, is there a ready checklist that I can follow?
To answer these questions, I have studied 88+ white papers. I curated the common and uncommon elements and prepared a checklist. I extracted examples from these white papers. This way you get ONE all-in-one resource to help you in your journey of writing a white paper. Let’s begin.
Whitepapers come in various forms. It’s important to understand the difference between them. For example, a technical whitepaper may appeal more to a technically savvy audience, while a business benefits whitepaper might be more useful for decision-makers who need to understand the value proposition of a product, service, or policy.
The different types of white paper are –
Here are some examples to understand better.
These serve as in-depth documents that provide an understanding of a product, service, or technology.
Purpose:
They aim to educate the audience about a specific product or technology. Usually, they support a product launch or major upgrade.
Content:
They focus on the technical aspects, the mechanism of action, and key benefits. They are generally more detailed than a typical brochure or product page on a website.
Wanna know how a white paper is different from a brochure? It’s coming up later in this blog.
Example:
The backgrounder white paper of an innovative cloud-based CRM solution could cover the technological framework, unique features, and potential impact on business operations.
Numbered list white papers are an easily digestible format that presents information as a set of tips, points, or steps.
Purpose:
They are designed to offer value and simplicity. They often highlight a collection of ideas or best practices around a specific topic.
Content:
They contain distinct, easy-to-understand sections. Each of them delivers a standalone insight. This makes the white papers skimmable yet informative.
Example:
A whitepaper on “10 Strategies to Boost Your Social Media Engagement” could list and elaborate on the different techniques.
These whitepapers highlight a particular industry challenge and propose a solution. They typically promote the brand’s product or service.
Purpose:
These white papers help establish your brand as a thought leader. They demonstrate an understanding of your audience’s pain points and offer effective solutions to them.
Content:
They begin by detailing a common problem or challenge in the industry, followed by a solution. Often these white papers are substantiated with case studies, research data, or testimonials.
Example:
A whitepaper titled “Addressing Cybersecurity Threats in Financial Services” might outline the growing risk of cyberattacks in the sector and propose solutions. It will possibly involve the company’s cybersecurity software.
Quick Tip:
A simple yet effective strategy to create this type of white paper is answering these five questions –
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1. What's Wrong? Let's find out the main problem or good chance you're dealing with. |
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2. Is The Problem Real? We'll give you numbers and facts that show your problem is real. |
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3. More Problems? Most of the time, there's more than one problem. We'll talk about those too. |
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4. Easy Fixes We'll chat about some simple ways you might solve your problem. |
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5. How our “Fix” is better? Now, we'll explain why our answer to your problem is the best one for you. |
It’s important that you are able to “speak” directly to your ideal target audience with your white paper. Therefore, your first step should be to clearly identify your ideal reader. Here’s how:
Start by pinpointing your target company’s characteristics. Think about company size, the industry they’re in, and sometimes even their location. These factors can significantly influence the issues they face and the solutions they’re seeking.
Next, get a feel for the people you’re targeting. Look at their education, age, and job position. Are you aiming for young professionals or seasoned executives? This will help you tailor your language and content appropriately. E.g., professionals in the fintech industry aged 30-45 and holding VP positions and above.
It’s important to understand your readers’ mindset. What are their interests and experiences? What worries them? By tapping into these emotions and experiences, your white paper can resonate more deeply.
Lastly, consider how your readers will access your content. Are they more likely to read your white paper on a desktop at the office, or a tablet during their commute? This could influence how you structure your content and how in-depth you go.
This is the “homework” one needs to complete before starting to write the white paper. This targeted approach enhances the effectiveness of your content and boosts your chances of truly engaging your audience.
Now, let’s understand the components of a white paper.
We know how to sell your story using your product UI
The components of a white paper include –
These detailed reports showcase the current state of a particular industry. They provide a snapshot of the industry’s health, trajectory, and potential challenges.
A whitepaper is accepted depending on the accuracy and relevance of the data. So, collect all relevant data, including industry reports, market research, financial statements of key players, and news articles.
Organize the collected information into the section. Each section should have a clear focus and flow logically from one point to the next.
Don’t just present the facts; go through them. Explain what they mean for your audience and how they might affect the industry’s future.
Write in a clear, concise manner. Ensure the language is accessible to the audience. Use charts and diagrams to clarify the points.
Review your whitepaper for any errors or grammatical mistakes.
Example:
For the renewable energy sector, the report may delve into current investments, new technologies, policy changes, environmental impacts, and so on.
Staying up to date with trends, and exploring and analyzing them is an important component of the industry. Communicating effectively is another crucial aspect of it.
They provide valuable insights into the direction and potential developments within a specific market. They help businesses stay relevant, anticipate changes, and make informed decisions. By incorporating industry trends into your white papers, you are established as a trusted resource and guide for your audience.
Conduct thorough research. Use reputable sources like market reports, industry studies, and expert analysis to identify current and emerging trends.
Choose trends that align with your target audience’s interests. They should relate to your product or service offerings as well.
Use simple language to present your analysis clearly that resonates with your target audience. Use quantitative data, charts, and figures from credible sources to support your analysis. Use specific examples to illustrate the impact and application of each trend.
Analyze the implications of each trend on the industry, market players, and consumers. Point out the opportunities and challenges they present.
Provide actionable recommendations for businesses to leverage the identified trends. Explain the effects of it and address emerging consumer needs.
Example:
Trends might include AI advancements, cybersecurity measures, and changes in data privacy laws in the IT industry.
This component focuses on estimating the size and value of a specific market, detailing its characteristics, needs, and behaviors. It helps businesses understand the potential scope and opportunities within their target market.
Gather relevant data on market size and potential revenue opportunities from reliable sources.
Clearly define the market segment and the product or service being analyzed.
Present your findings in clear, simple language, and avoid technical terms. Make it visually appealing by using charts, graphs, and figures.
Explain the significance of industry trends, competition, and potential growth opportunities. Highlight how these elements predict future trends.
Review the results for businesses operating in the target market. Highlight the opportunities and challenges they present.
Provide guidelines for businesses to capitalize on the report. Explain how businesses can position themselves to get a significant market share.
Example:
In the tech industry, you might explore their budget trends, technology preferences, and pain points.
These are methodologies or strategies that detail the most effective ways to achieve a goal or solve a problem in your industry. By incorporating this into your whitepapers, you provide actionable insights and guidance to your audience. It helps them navigate the challenges they may encounter.
Determine the specific aspect you want to highlight in the whitepaper. For example, the focus can be on data management, customer segmentation, or sales pipeline optimization. It can be about a product, service, process or technical concept.
Gather insights from reputable and reliable sources such as industry reports, case studies, and expert opinions. Explore and analyze how businesses have implemented best practices and achieved desirable results.
Review the gathered information and select the best practices that line up with your target audience’s needs and goals. Describe the practices in detail and explain why they are considered “best.”
Improve clarity of the best practices by presenting them in a short, simple format. Break them down into bullet points or numbered lists.
Example:
Best practices in content marketing may involve SEO strategies, content diversification, or user engagement techniques.
A proof of concept (PoC) is a demonstration or experiment. It validates the feasibility and potential value of the product or solution in solving a particular problem.
In the case of a white paper, it showcases how the product or solution focuses on a specific business challenge or delivers desired outcomes. It allows the audience to understand the practical benefits of your offered solution.
Specify the business challenge or pain point that your solution addresses. Highlight the importance and relevance of solving this problem.
Introduce the concept of your solution. Outline its key features, capabilities, and value proposition. Explain how it tackles the problem. Showcase how your solution is more effective. Stand out.
Provide an overview of the technical framework of the solution. Describe the technologies, infrastructure, or methodologies that enable it.
Avoid overhyping or overselling your solution. Focus on providing a realistic demonstration of the Proof of Concept. This ensures that the audience can relate to the demonstration without setting unrealistic expectations.
Outline a real-life scenario where your product/solution was implemented to solve a problem. Include relevant data, testimonials, or case studies to further support the effectiveness of your solution.
By incorporating a Proof of Concept in the white paper, you the product’s/service’s capabilities and its potential to address the specific challenges. This helps build trust, credibility, and confidence in your offering.
Example:
Proof of Concept in an AI-powered customer service solution could showcase how it reduced response time and improved customer satisfaction in a client’s business.
The presentation format refers to the orientation (landscape or portrait). The format can be horizontal (landscape) or vertical (portrait). The choice depends on factors like content, audience, and visual preferences. Additionally, custom formats offer creative alternatives for a more customized presentation.
Portrait –
Landscape –
Book –
Subheadings in an outline or table of contents (TOC) help organize information. They act as labels to show what each section is about. Subheadings help you navigate and find specific parts of a document. You can easily skim through and locate the information you need. Page numbers are an added bonus.
A Hyperlinked Table of Contents is a clickable list of topics or sections within a document. It eliminates the hassle of scrolling and guessing where the desired content might be. Hyperlinked outlines allow readers to jump directly to a specific part with just a click.
A visual outline or table of contents (TOC) pairs each section with a dedicated picture or visual element. With a quick glance, you can grasp the main theme or concept of each section. The eye-catching visuals make it more memorable. This visual approach enhances overall readability and engagement.
The aim of this section is to get attention and answer the most important question of any reader – “What’s in it for me?”
Including an Executive Summary not only shows respect for your reader’s time but also increases the chances of your whitepaper being read, understood, and acted upon. Think of it as an elevator pitch for your content; it’s short, concise, and compelling. The one-page limit forces you to present your primary findings, recommendations, and insights in a distilled form without going into too much detail.
A two-column layout is a design format that divides a page into two vertical columns. It creates a balanced and organized structure for presenting information. The content is split into two parallel columns. This layout is commonly used in magazines, newspapers, and websites.
A three-column layout is a design arrangement that divides a page into three vertical columns. It provides a structured framework for presenting content. It offers a balanced distribution of information and allows readers to easily compare and navigate through different sections. It is commonly used in newspapers, magazines, and websites.
Bullet points, also known as pointers, are short and to-the-point information. They are used to highlight key ideas or elements without any extra words. They’re perfect for quick scanning and absorbing essential details. Often represented by small dots or other symbols, they are widely used in presentations, documents, and articles.
A checklist outlines the necessary steps or items that need to be addressed. It ensures that important tasks are completed and nothing is overlooked. It helps you stay organized, track your progress, and ensure that all essential actions are taken. This approach enhances efficiency, minimizes errors, and maintains consistency in completing tasks.
Brand guidelines are a set of rules and standards for a brand’s visual and verbal expression. They ensure that the brand’s logo, colors, typography, and other visual elements are used consistently and accurately. By following these guidelines, the brand can maintain a cohesive, professional, and trustworthy presence.
The plain text refers to the simplest form of written information. It focuses solely on words, without any visual elements such as images, colors, or formatting. It is the go-to format for sharing content in its raw and straightforward form. These types of white papers are often seen as “nerdy” or academic in nature.
A watermark is a faint, transparent, or semi-transparent design or text, overlaid on a document or image. They act as proof of ownership or protection against unauthorized use. They can be logos, text, or patterns, placed in a way that does not obstruct the main content.
A background pattern is a repeating design or motif in the background of a document, image, or webpage. It adds visual interest and enhances the overall aesthetic appeal.
Background patterns can be simple or intricate, featuring lines, dots, geometric shapes, or other graphical elements. They are commonly used in graphic design, web design, and digital art to elevate the composition.
Highlighting data means emphasizing or drawing attention to specific information. It involves bolding, coloring, underlining, or italicizing to make the selected information stand out from the rest. It enhances readability, making it easier to understand and analyze the information.
Customer success stories showcase how customers have benefited from using a product or service. They provide real-life examples of solving a problem, boosting business, or achieving success. They are typically shared through case studies, testimonials, or written narratives.
Customer quotes are direct statements or testimonials about a product or service. These quotes are genuine and unedited. They reflect the thoughts and feelings of customers with firsthand experience. It allows potential customers to connect with the experience and businesses can build trust and credibility.
An industry expert quote is a valuable addition to any content piece. It provides credibility and insights from someone well-versed in a specific field. It can enhance the overall quality and trustworthiness of the work.
Results achieved refer to the outcomes or accomplishments that come from using a product or service. It can include factors such as increased sales, improved efficiency, cost savings, enhanced productivity, or any positive impact on a business or individual.
Businesses can showcase concrete benefits and positive impacts of their product or service by sharing the results achieved by customers.
Icons are easily recognizable images that serve as small, visual symbols. Each of them carries a specific meaning or function. They make information easily accessible and understandable. Icons are widely used in digital interfaces, signage, websites, and applications.
Illustrations are visual storytellers. They are used to provide visual interest or depict something. They can be simple or intricate, created digitally or by hand. They are commonly used in books, articles, presentations, and websites to captivate and engage readers.
Product screenshots capture a product’s user interface or functionality. They highlight specific features, interactions, or design elements of software, websites, or digital products. They serve as visual references for potential customers.
General research statistics refer to numerical data and findings derived from studies and analysis. They reveal trends, distributions, and connections within a research field. They guide researchers in drawing meaningful conclusions and making informed decisions.
A survey is a research method to gather information, opinions, or feedback on specific topics. It involves collecting data by asking a set of specific questions to a group of people. They can be conducted online, over the phone, or through traditional paper forms.
Integrations with other apps refer to a software or platform connecting and working seamlessly with other applications or systems. It allows seamless communication and collaboration between applications, allowing for data sharing and synchronization. It enables users can access new features, automate processes, and create a more interconnected and efficient ecosystem.
Compliance certification is the official recognition of meeting specific standards or requirements. It involves undergoing assessments or audits conducted by authorized bodies. It assures stakeholders that the entity operates according to the established norms, follows industry best practices, and upholds the necessary quality or security standards.
Badges are visual symbols that represent achievements, affiliations, or accomplishments. They can be in the form of small icons, logos, or emblems. They’re used to showcase specific skills, qualifications, or memberships. Badges are commonly seen on websites, social media profiles, or digital platforms.
Establishing authority involves highlighting credentials, qualifications, and experience. It helps in gaining the trust and credibility of the target audience.
Social proof using logos is like a seal of authority. It involves showcasing the logos of respected brands, industry leaders, or prestigious organizations. It demonstrates that the entity has been recognized and endorsed by respected sources.
Signatures bring a personal touch and a sense of authenticity to a document. It showcases the direct involvement and reinforces the entity’s expertise, credibility, and accountability for the presented information.
Social proof using reviews involves incorporating testimonials and positive feedback from customers or clients or review professionals. By including reviews in a document, the entity showcases real-life experiences. It helps build trust and credibility.
Data visualization is the process of representing data through visual elements. It uses charts, graphs, or maps, for better understanding and analysis.
A timeline is a visual tool that shows the chronological order of events or milestones. It generally uses a horizontal line or axis to represent time, with dates or periods marked along it. Timelines make it easy to understand the sequence of historical events, project progress, or story development.
A flowchart is a visual diagram that shows the steps, decisions, or processes in a logical sequence. It uses different shapes, symbols, and arrows to illustrate the flow of information or actions. They’re used to map out workflows, algorithms, or decision-making processes.
Vertical bar charts, also known as column charts, are visual representations of data. They use vertical bars to showcase information across different categories. Each bar represents a variable, and the height indicates the quantity or value associated with it. They make it easy to identify patterns, trends, or comparisons within the data.
Horizontal bar charts are visual representations that display data using horizontal bars. Each bar represents a variable, and its length indicates the quantity or value associated with it. The visual depiction enables viewers to quickly spot patterns, trends, or comparisons within the information.
Pie charts are circular representations that divide data into slices or segments. Each slice represents a proportion or percentage of the whole. They display the distribution or composition of a dataset. Pie charts ensure easy visual comparison and let us identify the larger and smaller segments of the data.
Comparative charts allow the comparison of multiple data points or categories. They come in various forms, such as bar charts, line charts, scatter plots, etc. They are used to highlight similarities, differences, or trends between different datasets or variables.
A line graph displays data using a series of points connected by straight lines. It shows the relationship between two variables or sets of data, typically over a continuous period of time. They’re great for showing trends, patterns, or changes in data over time.
Comparative tables showcase side-by-side comparisons of different elements, characteristics, or data points. They present information in a tabular format, typically with rows and columns. They make identifying similarities, differences, patterns, or correlations easy.
We know how to sell your story using your product UI
A cover page is the first page of a document or publication. It serves as a visual introduction that contains the title, subtitle, author’s name, and other relevant information.
Magazine-styled highlights on cover pages are visually appealing. They showcase the key features or highlights using eye-catching images, bold headlines, and intriguing snippets of content. Such cover pages serve as a preview of the articles or topics featured inside.
Generic stock images used as backgrounds are commonly chosen visuals for cover pages. These images are often generic but can suit various themes or topics.
Stock images used as elements on cover pages elevate the design and appeal of the publication. These images are used to complement the main content or theme. They add depth and create a cohesive composition.
Illustrations used on cover pages are a unique and artistic approach. These hand-drawn or digitally created visuals are crafted around a specific message, theme, or aesthetic. They add a touch of creativity, personality, and originality to the design.
Graphic patterns used on cover pages add a sense of style and visual interest to the publication. These patterns can be geometric or abstract themed. They can be created to complement the content. They serve as eye-catching backdrops and make a statement.
Minimal cover pages follow clean design principles. They typically feature minimal text, uncluttered layouts, and restrained use of color and imagery. They offer a contemporary and understated aesthetic, allowing the content to shine.
Such cover pages feature an image of the author, adding a personal touch to the publication. The photograph provides readers with a visual representation of the individual behind the work. It brings authenticity, credibility, and human connection to the cover page.
Cover pages with headers are a minimalistic approach. They feature a bold header with carefully selected fonts, and creative styling to make a visual impact. They offer a clean and direct design approach that sets the tone for the content coming up
The “About Us” section provides a brief overview of an organization or company. It shares details about their background, mission, values, and notable achievements
A website hyperlink enables readers to directly access the entity’s website and explore further. They can find additional details, insights, and resources on the website and explore their mission, vision, values, and offerings.
Including social profiles is like an invitation for the reader to join a larger community. It offers readers the opportunity to follow, interact, and stay updated with the latest news, updates, and content.
A call to action or a CTA prompts the audience to take a specific step. It can be making a purchase, signing up for a newsletter, downloading a guidebook, or requesting more information. They use straightforward language and create a sense of urgency, encouraging the audience to act immediately.
Let’s see examples of some commonly used CTAs used in the whitepapers –
Soft CTAs encourage readers to take the desired action without being too pushy. They use friendly language, offer additional information, or provide incentives to encourage engagement. They create a relaxed and welcoming atmosphere, allowing readers to respond at their own pace.
Additional resources refer to supplementary materials or sources such as links, books, articles, or videos. They provide further information, support, or examples related to the main content. They offer readers the chance to explore the topic in more depth. It can also refer to what content to consume next.
“Visit our website” is a direct call to action that invites readers to explore the website. it encourages readers to navigate to the website and get access to additional insights, articles, products, or services. The aim here is to enhance engagement with readers.
“Schedule a call or demo” is a proactive call to action. It encourages readers to arrange a conversation or demonstration by clicking on a provided link or contacting directly. The aim here is to provide a personalized experience and address specific requirements.
“Sign up” or “Get Started” are straightforward and action-oriented. They motivate readers to become part of the community or initiate their experience. The aim is to establish a direct connection and streamline the onboarding process.
“Follow Author” is an inviting call to action hat encourages readers to follow the author and become a part of their community. This way readers can access exclusive content, participate in discussions or subscribe to the author’s updates, and newsletters, or follow their social media profiles.
Check if these elements are relevant to your company or your product while writing a whitepaper –
Writing a whitepaper is strenuous, time-consuming, and requires meticulous planning. That’s why we’ve created this exhaustive whitepaper checklist, designed to guide you at each step, from inception to publication, ensuring you don’t miss a thing. Think about how much time, effort, and resources you could save by avoiding unnecessary re-work. Bookmark this today!
White Paper Formatting Guidelines – DO’s and DONT’s
Here is a list of some Do’s and Dont’s while writing a white paper –
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Dont’s:
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We handpicked and curated inspiring white paper samples from a variety of companies in different software and tech businesses. Each showcases unique strategies and styles. Have a look before your start writing a white paper –
We’ve had the chance to understand white papers in depth. I hope the exhaustive checklist, best practices, and real-life examples we provided, help you to write the best white paper for your product, service, and company.
Remember: focus on the value you provide, keep your audience at the core, and let authenticity lead the way. Show and Tell.
A white paper is a long document or report. It provides in-depth information that helps people understand a complex issue, or explains a certain approach or solution to a problem. It’s usually quite detailed and professional in tone.
It’s mainly used in the business and governmental sectors to provide guidance, share knowledge, propose strategies and solutions.
Ideally, white papers should be 6 to 8 pages long.
To pick a good white paper topic, consider what is relevant to your audience. The topic should address a real problem or question they have, and something you have valuable knowledge or unique insight on.
Yes, visuals can be a great addition to a white paper. They help to simplify complex concepts and make them easier to understand.
You might consider using things like data visualization (graphs, charts, tables, or diagrams), infographics etc.
You can share it on your company’s website, distribute it through email newsletters, or promote it on social media platforms. You might also consider partnering with other organizations or influencers in your field to broaden its reach.
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