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What Is a White Paper?

Purpose of a white paper, how to write a white paper.

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What Is a White Paper? Types, Purpose, and How To Write One

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

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A white paper is an informational document issued by a company or not-for-profit organization to promote or highlight the features of a solution, product, or service that it offers or plans to offer.

White papers are also used as a method of presenting government policies and legislation and gauging public opinion.

Key Takeaways

• A white paper promotes a certain product, service, or methodology to influence current and prospective customer or investor decisions.
• Three main types of white papers include backgrounders, numbered lists, and problem/solution white papers.
• A white paper provides persuasive and factual evidence that a particular offering is a superior product or method of solving a problem.
• White papers are commonly designed for business-to-business marketing purposes between a manufacturer and a wholesaler, or between a wholesaler and a retailer. 

White papers are sales and marketing documents used to entice or persuade potential customers to learn more about a particular product, service, technology, or methodology.

White papers are commonly designed for business-to-business (B2B) marketing purposes between a manufacturer and a wholesaler, or between a wholesaler and a retailer. It can provide an in-depth report or guide about a specific product or topic and is meant to educate its readers.

The facts presented in white papers are often backed by research and statistics from reliable sources and can include charts, graphs, tables, and other ways of visualizing data. A white paper can communicate an organization’s philosophy or present research findings related to an industry.

Types of White Papers

A startup , large corporation, or government agency will use white papers differently. There are three main types of white papers, including backgrounders, numbered lists, and problem/solution white papers.

Backgrounders detail the technical features of a new product or service. Designed to simplify complicated technical information, they are used to:

•Support a technical evaluation

•Launch a product

•Promote a product or industry leader

Numbered lists highlight the key takeaways of a new product or service, and are often formatted with headings and bullet points such as the following familiar format:

•3 Questions to Ask

•5 Things You Need to Know

Problem/solution papers identify specific problems faced by potential customers and suggest a data-driven argument about how a featured product or service provides a solution to:

•Generate new sales

•Educate salespeople on product characteristics

•Build industry interest.

White papers differ from other marketing materials, such as brochures. Brochures and traditional marketing materials might be flashy and obvious, but a white paper is intended to provide persuasive and factual evidence that solves a problem or challenge.

White papers are commonly at least 2,500 words in length and written in an academic style.

A white paper should provide well-researched information that is not found with a simple internet search and have a compelling narrative to keep the reader's attention. The author of a white paper should:

• Research and fully define the topic.

• Create an accurate outline of information.

• Write an attention-grabbing introduction.

• Format the paper for easy reading.

• Revise and proofread.

What Is an Example of a White Paper?

All of these documents, publicly available on Microsoft’s website, focus on aspects of the company's suite of cloud services. In contrast with brochures, these white papers don’t have a clear sales pitch. Instead, they dive into relevant topics, such as cloud security, hybrid clouds, and the economic benefits of adopting cloud computing.

• An AI-First Infrastructure and Toolchain for Any Scale
• Moving your Mission Critical Mainframe Data to Azure
• Mesh and hub-and-spoke networks on Azure
• Backup and recovery overview for Azure users
• Backup and recovery overview for users new to Azure

How Have New Industries Used White Papers?

Cryptocurrencies have also been known to publish white papers during initial coin offerings (ICOs) and frequently issued white papers to entice users and "investors" to their projects.

Bitcoin famously launched a few months after the pseudonymous Satoshi Nakamoto issued its famous white paper online in October 2008.

Why Is It Called a White Paper?

White Papers may have developed from the use of “Blue Papers” in 19th century Britain, where a Parliamentary report cover was blue. When a topic for the government was less serious, the blue cover was discarded and published with white covers. These reports were called White Papers. In the United States, the use of government white papers often means a background report or guidance on a specific issue.

A white paper is an informational document issued by a company, government agency, or not-for-profit organization to promote the features of a solution, product, or service that it offers or plans to offer. The facts presented in white papers are often backed by research and statistics from reliable sources and commonly written in one of three formats that include backgrounders, numbered lists, and problem/solution papers.

Copy Engineer. " The 3 Types of White Papers and When to Use Each One ."

Master Class. " How To Write a White Paper ."

Microsoft. " White Papers on the Cloud and Azure ."

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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. 

Write any complex document and get personal feedback on your actual business writing.

Our Advanced Business Writing Course + Coaching includes written feedback and two live coaching sessions on any document.

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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White Papers in B2B Marketing: Uses, Types, Tips, Templates

Learn what is white paper in marketing, sales, business, and research, what a white paper looks like , and what makes a good white paper for lead generation.

Hadar Peretz

8 minute read

Short answer

What is a white paper in business & marketing?

A white paper in marketing and business is a comprehensive, authoritative report that combines in-depth research with persuasive content. Its purpose is to educate prospective clients and influencers about a specific aspect of a product or service, showcase expertise, guide decision-making, and ultimately lead to a purchase.

White papers are the heaviest weapon in marketing, but it takes great skill to wield

White papers are powerful tools you have in digital marketing. It can educate, persuade, and establish authority within the ranks of the hardest-to-reach decision-makers.

Whether you're a business looking to craft a compelling white paper or a professional seeking insights, understanding their nuances, challenges, and future trends is crucial.

The key to a successful white paper lies in its content, design, distribution, and strategy.

This post with cover all that. It’s your introduction to the complicated yet highly effective world of white papers in business, including digital marketing, sales, and customer nurturing.

What does a white paper look like?

White papers traditionally look like long-form PDFs with accompanying images, charts, graphs, and infographics. But this legacy format is now being replaced with interactive web-based content with videos, animations, live data, surveys, calculators, and more.

This transition makes white papers more engaging and share-worthy, which yields more leads and expands reach.

Here’s what a modern interactive marketing white paper looks like:

Why are white papers called that way?

The term "white paper" has its roots in British government policy papers, which were known for their white covers. These documents were used to present government policies and invite public feedback.

White papers made their transition to business use as businesses recognized the power of detailed, authoritative documents in influencing decisions.

What is the purpose of white papers?

The purpose of a white paper in business and marketing is to provide in-depth knowledge on important industry topics, establish authority, influence decision-making, and generate leads by addressing industry challenges and presenting solutions in a persuasive manner.

Lead generation for complicated B2B solutions

White papers are often gated content, meaning readers provide their contact details to access them. This not only helps in lead generation but ensures that the leads are genuinely interested in your offerings.

Thought leadership

Publishing in-depth white papers on industry trends, challenges, and innovations positions your company as a thought leader. It shows that you're not just a player in the industry but a knowledgeable and trusted resource.

Sales enablement

Sales teams can use white papers to address potential clients' concerns, showcase the product's benefits, and provide tangible evidence of its effectiveness through case studies.

Challenges of writing effective white papers

While white papers are powerful tools, they're not without challenges. Let's discuss some common criticisms and how to navigate them.

Issue of over-saturation: With so many businesses publishing white papers, there's a risk of over-saturation. How do you ensure yours stands out? By focusing on unique insights, actionable content, and a compelling design.

Addressing quality concerns : Not all white papers offer value. Some might be thinly veiled sales pitches. Ensuring your white paper provides genuine insights and is backed by credible sources can address this concern.

Navigating potential biases: Being a company document, white papers might be perceived as biased. While it's natural to highlight your product, it's crucial to maintain a balanced perspective, discussing its potential limitations and how they're addressed.

Competing over visibility on search engines: Just like your website and blog posts, white papers can need to be optimized for search engines or they will never be found organically. Including relevant keywords, optimizing meta descriptions, and ensuring mobile-friendliness can boost its visibility. Consider using a backlinks service that can help both with your website and white papers.

Types of white papers

White papers stand out as authoritative and detailed sources of information with a unique ability to educate stakeholders, decision-makers, and influencers.

But the type of white paper matters. Your white paper report has to be gauged to the needs and the level of understanding of the audience you want to influence.

Furthermore, the type and content of the white paper should align with the goal you aim to achieve.

Let’s break it down and see what white papers actually look like.

1) Technical white papers

These are detailed guides on critical industry topics made for the tech-savvy audience.

If a company develops a new AI algorithm, a technical white paper would delve into its coding, functionality, and integration capabilities.

For instance, when Google introduced its new cloud security measures for G Suite they released their Encryption in Transit in Google Cloud white paper. The purpose was to showcase their new technology and pull clients to Google away from competitors like AWS.

Includes: Detailed explanations of technology, methodologies, and product mechanisms.

Goal: To educate a technically savvy audience about the intricacies of a product or innovation.

Target Audience: Engineers, IT professionals, and technical decision-makers.

2) Business benefits white papers

These focus on the advantages a product or service offers to businesses. For example, a company offering cloud solutions might publish a white paper detailing how their service can lead to cost savings, increased efficiency, and scalability for businesses.

Includes: Highlights of the advantages and benefits of a product, service, or methodology.

Goal: To showcase the value proposition and ROI of a solution.

Target Audience: Business executives, potential clients, and non-technical decision-makers.

3) Thought leadership white papers

Some businesses use white papers to educate potential clients about a solution, helping them make informed decisions.

For example, a cybersecurity firm might publish a white paper on the latest threats, educating businesses on the risks and offering their solution as a remedy.

Includes: Forward-thinking insights, predictions, and expert opinions on industry trends.

Goal: To position a company or individual as a thought leader or industry expert.

Target Audience: Industry peers, potential clients, media, and the general public interested in the topic.

4) Problem presentation and solution proposal

These white papers often start by highlighting a prevalent issue in the industry, and then proceed with describing a uniquely effective solution offered by the company writing the paper.

For instance, a white paper on sustainable energy might begin by discussing the environmental impacts of fossil fuels. It then transitions into presenting a solution, such as a new biomass technology, detailing its benefits and implementation.

Includes: Specific challenge or issue and a proposed solution or set of solutions.

Goal: To inform and persuade about the best course of action.

Target audience: Decision-makers, executives, managers, and professionals seeking industry-specific solutions.

5) Hybrid white papers

A hybrid white paper is a comprehensive document blending technical details with business benefits, catering to both technical experts and business decision-makers.

Includes: A combination of technical details and business benefits.

Goal: To provide a comprehensive view of a solution, catering to both technical and business audiences.

Target Audience: A broad spectrum, from technical experts to business leaders.

6) Research white papers

A research white paper is an in-depth presentation of original research, findings, and data, offering new insights or empirical evidence on specific topics.

Includes: Presentation of original research, findings, and data on a specific topic.

Goal: To share new insights, and discoveries, or validate a solution with empirical evidence.

Target Audience: Academics, industry researchers, and businesses interested in the research topic.

7) Policy white papers

A policy white paper is a discussion of industry standards and regulations, aiming to influence policy, guide standardization, or advocate best practices.

Includes: Discussions on industry standards, regulations, and best practices.

Goal: To influence policy, guide standardization, or advocate for best practices.

Target Audience: Industry regulators, policymakers, industry leaders.

7 critical components of effective white papers

Crafting a white paper isn't just about compiling information. It's about presenting it in a structured, engaging, and persuasive manner.

Let's look at the essential components that can make or break your white paper.

What to include in a white paper

Compelling title:

The title is the first thing readers see. It should be intriguing enough to pique their interest.

For instance, instead of "Our New Software Features," a title like "Revolutionizing Workflows: Unveiling Our Game-Changing Software Features" is more captivating.

Enticing abstract or summary:

Before diving deep, give readers a snapshot of what to expect. This section should be concise, highlighting the main points and the benefits of reading further.

Introduction and problem statement:

Start by addressing a prevalent issue in the industry. This not only grabs attention but also establishes relevance. For instance, a white paper on remote work solutions might begin by discussing the challenges businesses faced during the pandemic.

Detailed solution presentation:

After highlighting the problem, present your solution in detail. This shouldn't just be about your product but how it addresses the stated issue. Using real-world examples can make this section more compelling.

Incorporating case studies:

Nothing builds trust like proven results. Include case studies where your solution has made a tangible difference. This not only adds credibility but also gives readers a practical perspective.

Concluding takeaways and next steps:

Summarize the key points and guide readers on the next steps. Whether it's contacting your sales team, signing up for a webinar, or downloading a product demo, make sure the CTA is clear and compelling.

Trustworthy references:

Cite your sources. This not only adds credibility but also shows that your content is based on factual information.

White paper design and format

While content is king, design is the throne it sits on. A well-designed white paper can enhance readability, comprehension, and engagement.

Let's delve into the aesthetics of white paper creation.

1) Graphics and charts

Visual aids can simplify complex data, making it easier for readers to grasp. For instance, if discussing market trends, a well-designed chart can convey the information more effectively than paragraphs of text.

2) Layout and design

A cluttered layout can deter readers. Use a clean design, with ample white space, consistent fonts, and a logical flow. Remember, the design should enhance the content, not overshadow it.

3) Interactive white papers

Interactive white papers are shown to be more, engaging, more memorable, and better understood than traditional static PDFs.

Incorporating clickable elements, videos, and interactive graphs can enhance user engagement.

Companies like Cisco have experimented with interactive white papers, resulting in increased user dwell time and improved lead generation.

Here’s a comparison of static vs interactive white papers. Which would your readers prefer?

4) Ideal length

While white papers are detailed, they shouldn't be unnecessarily lengthy. Aim for comprehensiveness without being verbose. Depending on the topic, anywhere between 5 to 20 pages will be most effective.

But the rule of thum b is to strive for the shortest document possible without eroding the core information your audience needs to make an informed decision.

What makes a good white paper?

Below is our list of white paper best practices which, if applied, will bring you outstanding results.

This advice is easier said than done. White papers are a complicated and expensive marketing asset to produce. But we believe it’s worth it, and believe you can do it.

White paper best practices

Historical context can add depth to your white paper: If discussing a longstanding industry issue, referencing older white papers can showcase its evolution.

Always ensure your white paper adds value: It shouldn't just be a lengthy sales pitch but should offer genuine insights and solutions.

Always focus on the reader's perspective: What are their pain points? How can your solution alleviate them?

Always keep the reader's journey in mind: The flow should be logical, taking them from recognizing a problem to seeing the value in your solution.

Align the type of white paper with your target audience: A technical white paper filled with jargon won't resonate with a non-technical audience.

Consider your brand identity: The design should resonate with your company's colors, fonts, and overall aesthetic.

If opting for interactive elements, ensure they're mobile-friendly: A significant portion of your audience might access the white paper via mobile devices.

Seek external feedback: Before publishing, get feedback from industry experts outside your company. This can provide a fresh perspective and highlight potential biases.

Use real-world examples to bolster your points: For instance, if discussing the benefits of sustainable energy, cite studies showing its positive impact on communities.

Use visuals to reduce textual load: Infographics, charts, and images can break the monotony and make the content more digestible.

Promote your white papers across various channels: Leverage anything from email campaigns to social media, to maximize their reach.

Regularly update your white papers to reflect the latest trends: Ensure your reports remain relevant and valuable.

Help your readers focus on key information: Always accompany your white paper with a compelling description, highlighting its key takeaways.

Best channels for distributing a white paper

Creating a stellar white paper is just half the battle. The next step is ensuring it reaches your target audience. Let's explore the most effective distribution channels.

1) Company websites: Your company's website is the first place potential clients visit. Hosting white papers here, especially in a dedicated resources section, ensures they're easy.

2) Email campaigns: Email remains one of the most effective marketing tools. Sending targeted email campaigns with your white paper as the main content can drive significant engagement.

3) Sales deck and marketing one-pagers: White papers are used to build trust and authority in various stages of the sales process. They can be added as an effective next step in early-stage decks like your sales pitch deck and product one-pager .

4) Social media platforms: Platforms like LinkedIn, known for professional networking, can be ideal for sharing white papers. A catchy post with a compelling snippet from the white paper can drive clicks and downloads.

5) Distribution at industry events: Conferences, seminars, and trade shows are where industry professionals gather. Distributing physical copies or providing download links during presentations can boost your white paper's reach.

How to measure white paper performance

To make a truly effective business white paper you must monitor its performance. To do this you can’t keep relying on PDFs which offer no visibility into your reader’s engagement beyond the initial download.

PDFs are a legacy of paper handouts. They are not fit for modern content experiences and are unable to provide even the most basic information for making data-driven decisions.

Monitor the performance of each distribution channel to understand where you're getting maximum engagement and optimize accordingly.

If you have website versions of your white papers use tools like Google Analytics to monitor your white paper's performance.

If create web-based interactive white papers with Storydoc, you can rely on Storydoc’s built-in analytics suite to get granular information about who read your white paper, which parts they lingered on and which they skipped, how long they read it, how far they scrolled, who they shared it with, and more.

Future trends for making competitive white papers

As the digital landscape evolves, so do white papers. Let's gaze into the crystal ball and explore the trends that might shape the future of white papers

AI white paper content and design generation

Artificial Intelligence isn't just for sci-fi movies. It's making inroads into content creation too. AI tools can assist in gathering data, analyzing trends, and even drafting sections of white papers.

For instance, companies like Storydoc are pioneering AI-driven white paper report design and content generation . These are revolutionizing how white papers are crafted, reducing production time and cost, and improving content experience.

Automating white paper personalization at scale

One size doesn't fit all. Some white-paper designers already let you tailor each document to individual readers, focusing on their specific interests and preferences.

Imagine sending a white paper that adjusts its content based on your prospect’s professional background, interests, and past interactions with the company.

Well, you can do just that by integrating your CRM with Stroydoc , letting you automatically pull each contact’s information and details into the individual white paper you send them.

You can do with at scale, limited only by the number of contacts and the information you hold in your CRM.

White paper templates that take you from static to interactive

With the business world being so stuffed with the same old lengthy and tedious white papers, its high time to do something different.

Instead of aiming for industry standards, do what the industry leader you claim to be would do - create cutting-edge interactive white papers that provide content experiences worth sharing.

The white paper templates below help you do away with the legacy boring PDFs your competition uses and steal away their attention with interactive storytelling content and design.

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

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

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

What is a white paper and how to write it with examples

Dec 9th, 2022

What is a white paper?

How to write a white paper, white paper examples, should you gate your white paper.

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If your business objectives are to promote your product or service, generate leads, establish thought leadership and encourage your potential customers to purchase the product, you can create a white paper. Marketing specialists write white papers to educate their audience about a specific topic or describe and promote some methodology. These in-depth reports can highlight the features of your product or service and help your customers find solutions to their problems.

However, to create an excellent white paper, you must have clear goals, relevant topics, and new information to share. In this article, we will take a closer look at white papers, consider their unique features and describe the differences between white papers, case studies, ebooks, and blog articles. We will also discuss the process of writing a white paper and provide several examples of this content type.

A white paper is a report or guide that gives a thorough overview of a topic while promoting a company’s goods or services and enticing readers to use them. A white paper presents a potential solution to customer problems, describes the product’s features and justifies why a product or service is the perfect option for the given issue. In addition, this marketing document contains studies, surveys, and other statistics supporting the provided information. The audiences for white papers include prospective clients, investors, journalists, analysts, and stakeholders.

A white paper is a form of content marketing or inbound marketing. It is a piece of content that allows for generating traffic and increasing the company’s visibility in search engines. A document is typically written in an academic style and contains at least 2,500 words. White papers are created for two primary purposes: educating potential customers about the topic while positioning a company as an authority and encouraging consumers to purchase the offered product or service. In addition, whitepapers are often presented as gated content , so consumers should fill out a form with their contact information to download material. 

There are three categories of white papers: backgrounder, numbered list, and problem/solution. The backgrounder describes the technical or business advantages of the product. This white paper is most effective for supporting a technical evaluation or product launch . A numbered list or listicle provides a series of recommendations, questions, or points regarding a specific business issue. These white papers are intended to draw attention with provocative ideas, nurture leads , or cast doubt on competitors. Finally, problem/solution papers present a new solution to a problem, generate leads, and inform and persuade stakeholders.

Although a white paper is a sales document, it differs from a product pitch or presentation. A white paper is useful and informative and provides only facts without opinions. It aims to build trust with the audience and increase brand awareness . Sales pitch, in contrast, is written in a more aggressive tone and focuses mainly on the product’s benefits. While the goal of a product pitch is to convince the audience to buy your product straight away, a white paper uses facts and logical arguments to inform the readers about your solution and explain why it is the best choice.

Now we will compare a white paper with a research paper, case study, ebook, and blog article and look at their distinctive features.

White paper vs research paper

Research papers are scholarly publications in journals that feature the findings of original studies or criticism of other researchers’ works. A research paper aims to contribute to the body of knowledge in a particular field. Research papers are usually written to support or refute a theory and present recent findings. These publications are frequently examined by academics who are specialists in various branches of science and technology. It often takes a long time to publish a research paper as it requires peer reviews.

White papers typically address complex issues through technical discussions. These documents are used in product marketing to highlight a specific viewpoint or product and influence consumer purchasing decisions. Although a white paper is presented scientifically and logically, it is intended to impact customers in a way that benefits the business. While research papers are created by engineers, scholars, and doctors, the authors of white papers are technical writers, internal company personnel, and subject matter experts. 

Research papers are mostly published for informational and educational purposes. Hence academics like students, professors, researchers, and scientists make up the majority of their readers. On the other hand, white papers’ audience is prospective customers, so they might increase sales of a specific brand, product, or service. 

White paper vs case study

A case study is a record of research conducted to examine a specific problem or circumstance during a given period. For example, in a business case study, an author may explore the organization’s strategy, analyze how consumers use a product, or describe the state of the market. The goal of a case study is to educate readers, inform the audience about a problem and provide recommendations. In essence, both a white paper and a case study describe the advantages of a product or service while demonstrating how a particular method has turned out to be an efficient remedy for the problem.

However, there are some significant differences between white papers and case studies. Case studies are more concise, while white papers are longer, involve technical research, and provide detailed suggestions on resolving the issue. The former demonstrates the effectiveness of a solution and provides real-life examples. Case studies also place greater emphasis on observation and examination. White papers, in contrast, focus primarily on theoretical information and highlight crucial characteristics of a product or methodology.

White paper vs ebook

An ebook or electronic book is a digital publication that contains text, photos, and interactive elements like links and videos. Ebook provides recommendations, answers, or strategies for an industry or niche. White papers and ebooks share certain similarities. For instance, both marketing assets can be used to establish a company as a thought leader, build credibility and generate leads. Besides, ebooks and white papers have a longer lifespan than other content marketing formats. You can use the documents for a few years and repurpose them in different ways: turn them into a series of blog articles, create an infographic, or include the publications in newsletters.

The primary difference between an ebook and a white paper is the audience. An ebook is a comprehensive guide on a specific topic targeted predominantly at a general audience. A white paper is an academic report that targets a niche audience of specialists and presents new research. The other difference is the objective. The purpose of a white paper is to educate the audience and highlight the brand’s value proposition. Ebooks are also more informative and comprehensive. These assets serve as guides for broader topics. Finally, ebooks are longer and have a formal structure, while white papers often include the following components: a problem, methodology, guidance, and resolution.

White paper vs blog article

A blog article is a piece of content posted on a blog which is a website or a section of the site. Blog article often includes text, images, and videos. A blog article aims to briefly overview the subject, generate leads , and market products and services. On the other hand, a white paper’s primary goal is to give a complete idea about the topic. Although blog articles can present facts, these content pieces are usually not data-focused and are much shorter than white papers.

The other difference between white papers and blog articles is the tone. White papers require an official and professional style, while blog articles can be written in a more informal manner. White papers require more research and provide a thorough analysis of a product or service. Therefore, completing a comprehensive white paper can take weeks to months. A blog article is more straightforward, so writing one can take a few hours to several days. White papers are designed to draw qualified leads and prospects, whereas blog articles are less technical and can reach a wider audience.

Once you are familiar with different content formats and their differences from a white paper, let us discuss the process of writing a white paper from ideation to publication and distribution.

An excellent white paper needs to be thoroughly researched and present new information that readers cannot find through an internet search. Moreover, a white paper should be engaging and maintain the audience’s interest. Now we will describe how to write an excellent white paper in greater detail below.

Step 1. Define your audience

Defining your audience is one of the most crucial steps in creating a well-researched white paper. First, you need to consider what kinds of readers you want to attract. For example, you can use specific jargon if your audience is professionals in the industry. Furthermore, the statistics and provided information should be relevant to your target audience. Knowing your readers’ interests also narrows the scope of research you should conduct.

When determining your audience, consider the following characteristics: educational background, job title, and professional needs. Think about which platforms and search queries your readers use to find information. Conduct in-depth research to understand why your audience is interested in this topic, how much knowledge readers already have about the subject, and how your white paper can help them. In addition, interview your clients and check the comments from your audience to learn about their main problems and goals.

Step 2. Choose a relevant topic and research it

Choosing an impactful topic for a white paper is a crucial component of its success. When defining the topic, make sure you are qualified to write about it and that your audience is interested in the problem. Beyond that, the topic should fill the content gap , which means that there should not be much information online on the subject. Your topic may concern a product or an innovative business idea. A white paper can describe a particular aspect of your business or your team’s accomplishments.

Ask your audience about their expectations, check other reports and studies to identify content gaps, and interview other industry experts to develop an idea for a white paper. Then find credible sources and collect expert opinions and statistics. Finally, fact-check the information to verify its accuracy. 

Step 3. Make an outline

The following step is to create an outline that determines your target audience, defines the structure, and organizes the study. When creating a plan for your paper, think about how to summarize your findings in a way that addresses the issues of your readers. Make a list of concepts and crucial matters you should address within each section.

A white paper typically consists of the following elements: title, abstract or summary, introduction, section subheadings, sources, and conclusion. First, you need to describe a problem or situation. Secondly, you should provide a methodology and instructions. Finally, you need to explain possible solutions to the problem. 

Step 4. Provide valuable information

It is critical to remember that a white paper’s goal is to provide helpful information to an audience even if they do not become your clients. Make sure each paragraph brings value and makes readers feel they have learned something new. A white paper should demonstrate your expertise in a particular field as a business or brand.

Use proven facts and statistics to make a white paper more trustworthy. Thus, your audience will perceive the company as a reliable source of information. In addition, building a reputation as an expert will increase your chances of achieving success, as customers are willing to buy from businesses they trust.

Now you need to format the content of your document. Use bullet points and subheadings to divide the text into sections and make it easier to read. You can also add charts and graphs to capture readers’ attention and highlight the concepts you want people to remember. You can decide how to format the paper by looking up various examples and templates. 

Step 5. Proofread and edit

When writing a white paper, maintain a formal tone. Use language appropriate for the audience you are targeting. Avoid using informal language, slang, and expressions that are not suitable for academic writing. Although keyword optimization is crucial, remember to write for your readers instead of search engines. Google is constantly improving its capacity to recognize and match relevant information with search queries.

Do not worry about creating a perfect white paper on the first draft. It may require several revisions to finalize a report. To ensure your white paper is exciting and understandable, hire professional proofreaders or try editing a document yourself. 

Step 6. Distribute and promote your paper

Creating the document is only the first step. You also need to ensure it reaches the desired audience. For instance, you can send a press release to advertise the publication of a new paper or share it through LinkedIn or Twitter. The other way to promote the publication of the white paper is to send it to your prospects after a demo call to provide more information. A smart strategy to distribute your white papers is to embed or link them to relevant landing pages, guest blogs, and newsletters.

White paper syndication or publishing the same document on independent websites enables companies to target a niche market , generate leads, and increase the reach of a white paper. Besides, a white paper distribution through content syndication is very effective as it allows for repurposing content and promoting it on various platforms.

Next, we will look at white paper examples from different companies in various industries to provide you with an understanding of how to create a white paper.

In this section, you can find three white paper examples to collect ideas for creating your own.

Cisco’s white paper

Cisco is a company that develops and provides network equipment, data security services, and telecommunications gear. The company created a white paper called “Networking and your competitive edge” , where Cisco explained the importance of having a secure and reliable network edge. The advantages of this white paper are a large number of infographics, quotes, statistics, and balanced use of text and visuals. Plus, the document allows people to understand a complex topic with the help of the simple and engaging language of the presentation.

Google’s white paper

The white paper called “Cloud security and compliance” by Google is a 28-page tutorial demonstrating the effectiveness of Google cloud products and services in protecting the data of any workspace. The white paper has all the components of a well-written, readable document, including subtle color fonts, pictures, and plain language. What is more, Google repurposed the white paper and created the infographic for people who do not have time to read the entire document. 

Uber’s white paper

In the paper called “Fast-forwarding to a future of on-demand urban air transportation” , Uber promotes the idea of air transportation and establishes the company as a key figure in its creation. The company describes its VTOL aircraft, explains the need for it in urban areas, and lists the obstacles that should be overcome. Uber also mentions reviewers from NASA, MIT, and other prestigious air transportation organizations to increase the report's credibility. As a result, the company establishes itself as a thought leader by describing future trends and innovations in the industry.

You can use the above-mentioned practices tested by reputable companies to create a white paper that will educate your audience, generate leads and increase sales. 

Companies can use gated content like white papers to grow contact lists for marketing and sales teams. Gated content is any publication that readers can access by providing personal details like name and email. A company creates a landing page that contains a description of available content and a form where users can enter contact information and gain access to the materials.

There is no definitive answer to whether you should gate a white paper. On the one hand, gating your content is a great way to generate leads . Moreover, a successful buyer's journey often starts with gated content as the very first step. Most people who provide contact information are interested in your company because of your regular distribution of useful content.

On the other hand, gating your white paper reduces the number of people who will read the document because not everyone wants to share their personal details. Therefore, if your white paper is not gated, it will attract a larger audience and can improve your search rankings. However, gating a white paper will stop search engines from indexing a publication.

Creating a perfect white paper may require a lot of time and effort. Nevertheless, this results in a valuable document that promotes your company’s expertise and fosters general education and development in your industry. A perfect white paper contributes to the company’s growth.

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What is a White Paper? Format, Types and Examples

Key insights from the best white paper examples across 9 industries, a blueprint to guide you.

• What is a White Paper?
• The Purpose of a White Paper
• Establishing Thought Leadership
• Driving high-quality traffic
• Collaborating with potential partners and product evangelists
• Identifying the Target Audience for White Papers
• Business Executives and Decision Makers
• Industry Professionals and Specialists
• Internal Teams
• Researchers and Academicians
• Government Experts and Policymakers
• Investors and Venture Capitalists
• What is the best format for a white paper?
• Executive Summary
• Introduction
• Research and Data Analysis
• Proposed Solutions and Implementation
• Common Mistakes to Avoid in White Papers
• Losing sight of the purpose
• Missing the fine line between fluffy and engaging
• Choosing an Uninteresting Title
• Failing to add structure
• What is the Ideal Length of a White Paper?
• Getting a Subject Matter Expert to Write Your Whitepaper
• Give Wings to Your White Paper with Research
• Are There Any White Paper Design Examples?
• How Do You Make Your White Papers Visually Rich?
• Exploring Types of White Papers
• Product Backgrounders or Evaluator’s Guides
• Numbered Lists
• Technical Papers
• Steps to Write a White Paper
• Plan the research
• Identify your Audience
• Choose a Topic
• Determine Objectives
• Demonstrate a Solution
• Add Character
• Include References and Footnotes
• Who uses whitepapers?
• Marketing Executives
• In The Web3 World
• CTOs, CFOs, CIO’s and more
• How do you distribute your whitepapers effectively?
• Landing Pages, Newsletters, and Blog Posts
• In-Person Interactions
• White Paper Syndication Services
• Private Communities

Lead Generation from White Papers: The Power of Gating

• Qualifies Leads
• Allows for Market Segmentation
• Demonstrates Value
• Limited Organic Traffic
• Pseudo-Qualified Leads
• Lack of Inbound Links
• How to Go About Gating
• Full Form Gating
• Partial Form Gating
• Gating on Social Media
• Gating through Surveys and Questionnaires
• How do you measure and track your whitepaper’s success?

Best Examples Of White Paper

Introduction: what is a white paper.

White papers are great examples of marketing collateral that exhibit your authority over a chosen niche.

Mostly, they are long-form content intended to educate the target audience, that delve deeper into industry trends, issues, and policies and explain its causes, implications, and benefits.

Companies, public institutions, governments , universities, and individuals publish white papers to address an industry problem to propose their solution to it.

That way, their product/solution has better recall value than its competitors.

According to the B2B Content Marketing 2018 Benchmarks, Budgets, and Trends report, white papers are one of the top 4 most effective types of marketing collateral preferred by 71% of companies.

Content marketers across industries use white papers as potential tools for sales . But, a lot of effort, time, resources, and money goes into creating it.

So, how do you ensure your white paper gives you more bang for your buck?

We have condensed our research of more than 70 white papers across industries and have drawn the below insights that will help you create the best white papers.

" White papers are long-form content intended to educate and inform the target audience. They delve deeper into issues, trends, and policies, and explain their causes, implications, and benefits. "

Learn the 8 steps to writing awesome white papers with free templates.

Creating a white paper needs a lot of work even before you begin working on the core structure.

Planning, stakeholder signoff, SEO strategy, value proposition, and ability to drive revenues are vital factors that you need to consider before putting pen to paper.

Let's look at how some of the most famous companies are doing it effectively. Jump to the best white paper examples in your industry:

• Financial Services
• Manufacturing
• Transportation
• Across Industries
• Non-Profits  

To make it easier for you, we have outlined below the best practices that you can implement while creating white papers that will resonate with your target audience:

THE PURPOSE OF A WHITE PAPER

This ever-so-important marketing collateral that’s stood the test of time is used by companies, public institutions, governments, universities, think tanks, and consultancies (yup, the list is quite long).

But, each one uses them in their own special way. 

So what purpose does a white paper really solve? Good question. Let’s dive into the specifics.

Establishing Thought Leadership:

Well-written white papers demonstrating unique knowledge help solidify trust and credibility in your brand . 

White papers with in-depth research and analysis allow you to showcase your expertise, distinguish your brand and stand out as an authority in a topic or specific industry.

Remember, people are more likely to buy from a brand they trust and respect, so make sure you represent it well.

Driving high-quality traffic:

Learning followed by persuasion has proven highly effective in conversion.  By building a top-notch lead pool that will likely provide contact information in exchange for white papers, you can simplify the process of creating a concrete, reliable mailing list.

White papers also serve as solid conversation starters, because you know what your lead is looking for.

Collaborating with potential partners and product evangelists:

The benefits don’t stop there. Think bigger and look beyond your organization.

White papers allow you to attract evangelists from different communities.

They will spark interest, cultivate support, and open doors for partnership opportunities that could act as acquisition channels for your brand.

IDENTIFYING THE TARGET AUDIENCE FOR WHITE PAPERS

Writing a white paper is like telling a knock-knock joke;

it won't work if no one's there to respond with "Who's there?" So, when you invest time in writing a white paper,

you must know who your readers will be. Ask yourself, "Who's going to read my white paper?"

Business Executives and Decision Makers:

Senior executives are often the decision-makers in their organizations and are responsible for strategic planning and investment decisions. 

Well-researched white papers can influence their judgment. 

Industry Professionals and Specialists:

This category includes professionals seeking industry-relevant knowledge to enhance their work.

White papers prove valuable for engineers, doctors, lawyers, researchers, and analysts, bridging the gap between theory and practice, and fostering professional growth.

Internal Teams:

Prospective employees can benefit from white papers as they share insight into a company’s vision, values, and line of thought.

At the same time, they help fill knowledge gaps within the firm for current employees.

Researchers and Academicians:

White papers are platforms for presenting research findings, academic studies, and technical analyses to a broader audience.

They also serve as supplementary materials for students studying relevant subjects and provide case studies for teaching purposes.

Government Experts and Policymakers:

These personas use white papers to propose policies, outline government ventures, and address critical issues.

Consequently, they become a medium to influence policy decisions and shape public initiatives.

Investors and Venture Capitalists:

Startups and companies seeking funding use white papers to present their business plans to potential investors and venture capitalists.

These white papers state the value proposition and present investment opportunities that are seeking financial support.

WHAT IS THE BEST FORMAT FOR A WHITE PAPER?

Even the best white papers vary in structure.

These pointers will give you a general idea of a paper’s multiple components.

However, remember to experiment and see what works best for you.

Before you start writing, create a content outline to serve as a blueprint to guide your progress as you develop and write your white paper. 

Your outline could look like this:

Executive Summary:

Focus on developing an attention-grabbing executive summary to engage your readers effectively.

Your readers will encounter this section first and use it to decide if they want to continue reading.

A well-constructed summary should provide a mix of the following building blocks.

Introduction:

Including the problem statement in your introduction is a good idea, as it immediately arouses curiosity.

An appealing and educative introductory section will incentivize readers to continue. Think of it as an elevator pitch.

What should this section ideally include? The clearly defined purpose that the white paper is trying to accomplish.

Research and Data Analysis:

This section offers a comprehensive topic investigation, drawing from reputable sources and empirical data. It should mention the literature review conducted and the methodologies used.

The analysis interprets the collected data by providing insights and support for proposed claims. 

Tables, charts, graphs, and diagrams will make this content visually appealing.

Proposed Solutions and Implementation:

This part builds on the previous section and recommends a solution for the problems identified.

The solution may be a product or course of action.

While presenting your value proposition is essential, avoid taking a hard-selling approach.

Instead, demonstrate to your readers how the proposed solution directly applies to their situation, highlighting its potential benefits, such as Return on Investment (ROI).

Conclusion:

The conclusion serves as the summary of the entire white paper. It’s what your readers will remember, and remember well.

Many will choose to focus on this chunk of the paper alone, so make sure it has notable influence. 

Any conclusion should close out with a Call To Action button for your white paper to deliver value. This could be a free consultation or demo of your product.

Platforms like Cleverstory are pushing boundaries, turning these often static documents into highly engaging, interactive experiences.

With a plethora of templates at your fingertips, you don’t need to start from scratch and can go about building a dynamic white paper.

Common Mistakes to Avoid in White Papers:

With a deluge of white papers out there, it’s understandable to feel overwhelmed and label them “redundant” or “unnecessary”.

 Here are some common but avoidable mistakes content marketers fail to pick up,

Losing sight of the purpose:

          Addressing a specific business need is at the heart of this marketing collateral.

          Writing a bland, one-size-fits-all piece is likely to fall short.

           White papers that show you how you’re different in knowledge, opinion, and innovative thinking will help you stand out.

Missing the fine line between fluffy and engaging:

          Readers want you to avoid beating around the bush and wasting their time.

          While essential, efforts to capture and retain attention must stay within the paper. 

          Ask your audience what they’d want to consume. This will make your white paper highly relevant and pique your readers’ interest.

Choosing an Uninteresting Title:

          If it’s not a catchy title, it won’t work.

          Vague, generic, textbook-like ones won’t communicate value. Try to be specific, descriptive, and result-driven to arouse interest.

           At the same time, over-the-top titles will push readers away. Consider taking a minute to brainstorm titles to ensure it grabs your readers' attention.

Failing to add structure:

          Your readers will not resonate with a wall of information.

          Clearly defined sections, subheadings, and topic sentences offer readers a coherent, smooth reading journey.

          A well-defined layout, bullet points, adequate spacing, and well-timed breaks will make your content easier to consume.

WHAT IS THE IDEAL LENGTH OF A WHITE PAPER?

There is no such thing as 'ideal length' for a white paper.

However, every page must add incremental value to the reader. Keep the curious reader hooked on with new things that they weren't aware of in every sentence that you put out.

It is easy to get carried away by all that you want to write, but your readers may not be interested in knowing them.

If you are publishing a white paper titled "5 ways to prevent cardiovascular diseases," then readers will look for the text under the bullets that speak about these five different ways.

So, devote maximum effort in making this portion of the document valuable for them. 

GETTING A SUBJECT MATTER EXPERT TO WRITE YOUR WHITEPAPER

Compare these two: a weather meteorologist predicts that there will be rain tonight. Your 80-year old grandma peering out of the living room window says it is not going to rain anytime soon.

Whose prediction are you more likely to heed? It is natural human psychology to take notice when an expert opines.

So, it is a good idea to partner with a leading academician or a client executive or an independent blogger to co-author a white paper.

It is valuable only because it comes straight from a bevy of experts. You can nominate an SME from your company to partner with an external influencer in the authoring process. This approach adds more heft to your white paper.

GIVE WINGS TO YOUR WHITE PAPER WITH RESEARCH

Think about it – aren’t you eager to know the prediction of poll results in your state even before they are declared? That is because predictions are a cumulation of people's opinions.

From our analysis, we found that some of the best white papers were the ones that had some form of research/survey results embedded in it. These results were an aggregation of public opinion who have given their verdict.

Today, with online surveys, you can compile results within a few hours of putting it up.  People want to know what other people in their community are saying. It is bound to engage the target audience more than a one-page newsletter .  

ARE THERE ANY WHITE PAPER DESIGN EXAMPLES?

One of the biggest stumbling blocks in the white paper creation process is the availability of templates or design examples.

Here is our post on How to Writ’e a White Paper [with free templates] that you can download and get started right away.

These white paper design examples and templates will help you not be overwhelmed with the monstrosity of the project. Feel free to tweak them based on your needs.

HOW DO YOU MAKE YOUR WHITE PAPERS VISUALLY RICH?

One reason why marketers don’t see a high ROI on their white papers despite the best efforts is that they fail to make it visually enriching.

Include infographics, images, charts, etc. to explain your points as well as giving a takeaway for your target audience. Remember, you could reuse all of these visuals in social media, etc. to boost white paper downloads.

Make Content That Is Bingeable And Not Boring

EXPLORING TYPES OF WHITE PAPERS

Hate to break it to you, but there isn’t just one kind of white paper. 

Where’s the fun in that?

These broad variations have arisen from a multitude of use cases.

Product Backgrounders or Evaluator’s Guides:

This paper discusses a value proposition's specific features, benefits, and functions. It aims to establish your company as a market leader while explaining a new product offering.

Such a paper can be effective during a product launch, capturing the attention of potential customers.

Numbered Lists:

Numbered lists deliver crisp information through tips, questions, and key points.

It is flexible enough to be incorporated into other content forms like blogs and e-books.

Technical Papers:

Technical papers often present themselves as user manuals for product upgrades or malfunctions.

The language is often carefully crafted to suit the target audience and includes technical terms (hence, the name).

STEPS TO WRITE A WHITE PAPER

Unfortunately, white papers do not come with a superhero guide. As clique as this may be, each one is unique. 

But, keeping in line with this blog being comprehensive, here is a brief plan.

Plan the research:

When writing a white paper, you’re asking for a time investment from your readers at the end of the day. Hence, creating value is the first step.

It’s wise to include market research (your own and external sources) wherever apt. 

As mentioned, the goal here is to cater to all the personas within your target audience, not just potential customers. 

Remember, this isn’t where you emphasize your technology or product.

Identify your Audience:

We’ve talked about a white paper’s audience multiple times already, and we’ll continue to do it. 

That’s exactly how important it is to consider.

How do you intend to target your audience? How can you capture their interest? Which jargon can they comprehend? You need to ask yourself these questions to develop ideal reader profiles. 

Acknowledging their objectives and interests will equip you to draw up your white paper accordingly.

You can also adjust your language and style to suit their needs.

Choose a Topic:

Pick a topic you are qualified to write on.

The concept you decide on should give you enough leeway to tap into an unexplored conversation and put your spin on it.

Keep in mind that you should focus on the benefits your reader can derive from your writing.

Determine Objectives:

If your intended audience includes multiple stakeholders, determine which need you want to cater to.

Your goals can be lead generation , brand recognition, or simply education. 

Based on your objectives, you can set appropriate parameters to measure success.

Demonstrate a Solution:

Here, every marketer’s muscle memory comes into clutch. 

But rather than focusing on your offering, take an expansive approach and include multiple solutions.

First and foremost, your white paper needs to be valuable and flexible.

Basically, aim to create your industry’s gold.

Add Character:

Use creatives and real-life examples to bring your white paper to life. ‘

Remember, you’re trying to have it resonate with your readers. 

You want them to remember what you’ve written and come back with questions, comments, and suggestions.

But how can you make your white paper digestible and engaging?

Using Cleverstory, you can incorporate interactive charts, videos, and animations to breathe life into your white paper.

Include References and Footnotes:

If you use data from other sources, acknowledge them in footnotes and reference them to their origins. 

You’ve got to give credit where it’s due.

Once you’ve developed your white Paper, release it into the industry to see how your audience receives it. 

The results and observations that you generate will set the scene for what’s to come.

 If it doesn’t perform well, take a step back to evaluate and improve.

WHO USES WHITEPAPERS? 

At the top of our minds, marketing collaterals such as whitepapers, case studies , POV's , infographics, brochures and brand stories are used by the beloved sales team of every organization to send across to potential prospects .

These marketing collaterals serve the singular purpose of providing information to the readers about your company/product/service so that they decide to, well, pick you! 

But, you already know all this. We are aware that this definition isn’t terribly helpful. 

So, let's get a liiiitle specific. 

MARKETING EXECUTIVES 

In the universe of marketing, content never serves a singular purpose. There is always room to refresh, refurbish and of course, create magic.

Every marketer will agree that whitepapers aren’t any different. Content rich collaterals such as whitepapers can do wonders such as 

Educate new employees on the specifics of a company

Serve as inspiration for other forms of content (social media posts, blogs, feature updates, etc) 

Establish your company as a thought leader in your field. 

IN THE WEB3 WORLD

Whitepapers are one of the primary sources of information in the Web3 world. Who would’ve thought, right? Whitepapers heavily determine a ton of important factors relating to the assets such as : 

• The price of the coin
• The project value
• The use cases
• Dependencies
• Future roadmap 
• Predictions 
• Integrations

In Web3, potential investors and buyers consider whitepapers to be their make or break component before making a decision.

Since Web3, cryptocurrency and the whole cloud of new age internet built on a blockchain is still a fairly new concept to the world - people are looking to garner all the information they can. 

Here’s a guide on how to read Web3 Whitepapers

CTOS, CFOS, CIO’S AND MORE. 

No. Not UFOs. 

Whitepapers are used by Chief Technical Officers, Chief Financial Officers, Chief Information Officers and so on for distinct purposes in their respective line of work. 

This includes -

• To draw comparisons
• Discover new developments
• Analyze the current status of the market
• Analyze fluctuation in numbers amongst various companies
• Analyze the performance & long-term risks

HOW DO YOU DISTRIBUTE YOUR WHITEPAPERS EFFECTIVELY?  

Effective distribution has become paramount with the increasing demand for educational content.

Unfortunately, your white paper isn’t going to be a magnet.

Even if you've tailored your paper to your target audience, you still need to consider how they’ll find it.

Landing Pages, Newsletters, and Blog Posts:

Embedding or linking your white paper on these SEO-friendly channels improves distribution and increases visibility.

You can also drive traffic through PPC ads, social media, and other promotions on these pages. Once these visitors land, you can qualify leads by gating the content they view or download.

We’ll talk more about gating in a separate section (it deserves to be the star).

But make sure these channels are accessible through all devices to expand reach.

In-Person Interactions:

Carrying your white paper can deliver tremendous value at meetings and events.

They allow you to solve customers’ pain points instantly, offer deeper explanations and provide “tangible takeaways”.

These interactions could be seminars, workshops, conference presentations, or networking events.

White Paper Syndication Services:

Syndication Services can distribute your content to multiple third-party platforms or websites, increasing visibility, brand recognition, and traffic.

These houses publish white papers after verification to ensure credibility.

They provide a window into a large, typically niche, paid reader base.

Private Communities:

A ton of B2B tea is split on Reddit, Slack, and Discord.

They provide valuable avenues for industry-related conversations and insights.

You can amplify the reach of your content by actively participating and sharing content that tackles community-specific issues.

Make Your Content Available Anywhere Anytime Any Device

While generating new leads through your white papers is great, consider sharing them with your existing lead database.

You’ll be able to generate fresh engagement and gain traction through potential backlinks.

Quick Note: Backlinks are hyperlinks that direct a visitor from one website to another.

We’ve talked about distributing your white papers effectively. But what after? You wouldn’t want to be left in the dark, would you?

With tools like Paperflite, your customer-facing teams can send out white papers via personalized content microsites. 

That way, you’ll be able to gain insights into how recipients engage with your content , which parts resonate the most, and how often they return to it.

Get Actionable Insights That Moves Sales Forward

We’re now back to our favorite dating app analogy.

Imagine stepping into the world of a dating app and striking up conversations with potential matches. In this digital realm, you sift through profiles, assessing hobbies, personalities, and compatibility factors – all to decide if someone is worth pursuing.

In the world of marketing, this process is akin to "gating" . Just as you use filters to narrow down your dating prospects, gating helps businesses filter out worthwhile leads from a larger audience. It's a strategy that saves you valuable time and resources.

Sounds good, right? Well, gating can offer more for your lead-generation efforts.

Qualifies  Leads:

If a lead chooses to share their personal details in exchange for content, it’s safe to say that they’re “interested” without much hesitation.

Allows for Market Segmentation: 

Gating collects lead data, aiding in strategic segmentation and attentive nurturing, ultimately bolstering your lead to customer conversion.

This data spans company details, industry, and geography.

Demonstrates Value:  

Gated content creates a sense of exclusivity, making readers perceive it as valuable and worth their time.

But remember, the quality of the asset should always be worth more than the disclosure of information.

In an ideal world, this sounds splendid. 

But do you lose out on something?

Is this a classic “you can’t have the cake and eat it too” situation?

Well, don’t say we didn’t warn you. Here are some drawbacks to gating your content:

Limited Organic Traffic:

When you gate content, you’re effectively restricting the ranking of relevant keywords, as search engines cannot crawl into your content.

This limits its use in SEO campaigns and, in turn, lowers organic discovery.

Pseudo-Qualified Leads:

Some leads might supply false information to access gated content, leading to potentially skewed or inaccurate data collection.

Unwillingness to provide any data at all is also an obstacle at times.

Occasionally, a reluctance to share any data at all can also pose an obstacle.

Lack of Inbound Links: 

Linking content to other pages and sharing disappears when gating emerges.

Devise an balanced mix of gated and ungated content to ensure success

Ungated content shines in the Awareness stage.

All web content is, by default, ungated. This allows for increased search visibility and brand recognition. 

Also, consider which stage your business is in. Visitors may not be willing to provide information to start-ups or lesser-known firms.

You can pair gated content with the right promotional strategy as it finds its place within the Consideration section.

• What kind of content should we gate? 
• How many pages? 
• What details do we need? 

Addressing these questions will make sure the material is accurate and relevant.

HOW TO GO ABOUT GATING

If you’ve chosen to gate content using forms, you have two techniques at your disposal.

Full Form Gating:

With full form gating, the user needs to provide detailed information (name, email ID, phone number, company, industry, and geography) by filling out the entire form to access gated content like white papers, e-books, etc.

This technique yields valuable information for lead nurturing and segmentation purposes because of how comprehensive and vast the questions are. 

But on the flip side, it suffers from high abandonment and low conversion rates due to greater friction.

Partial Form Gating:

Partial form gating involves extracting limited details (name or email address), resulting in a lighter user commitment.

This method offers a positive experience while providing quality lead information. 

Users are more likely to complete a form with a few basic questions only. Progressive profiling takes place as the reader delves deeper into the content.

But, beyond gating white papers on websites, here are some alternatives.

Gating on Social Media:

The lead logs into or authenticates their account through this method.

After which, a redirect to the social media platform takes place, and the user grants permission to extract personal profile information from LinkedIn, Facebook, etc.

 You can eliminate manual form filling and ensure up-to-date information.

Gating through Surveys and Questionnaires:

This type of gating boasts a dynamic design allowing for personalized, highly efficient data collection. 

Subsequent questions are based on answers given in the previous ones leading to higher engagement. Skip logic is also present, smoothening the journey.

A brief overview of the structure:

• Initial questions: This section includes demographic or other inquiries to determine if the survey is relevant.
• Branching: Post the initial questions, the survey branches out into specific topics and follow-up questions.

With Cleverstory you can capture quality leads, through high-intent gating and going beyond the

HOW DO YOU MEASURE AND TRACK YOUR WHITEPAPER’S SUCCESS?  

If you have included your whitepaper in your landing page, or published it anywhere in your website - Google Analytics is your guy.

With Google Analytics, you can see from which region your incoming website traffic is being generated. Google Analytics also enables you to track collective data on users such as how long viewers have spent on your asset. 

Platforms such as Paperflite enable you to track uber-specific metrics through smart gating such as - 

• The name of the user
• How much time a specific user has spent on your asset 
• What other assets have they viewed
• Number of times the viewer has shared the asset

Let us now dive into the best white papers across industries that we analyzed

The Best White Paper Examples for Financial Services Companies

1.  5 steps to rid your small business of payroll stress

Published by: ADP

Why do we like this?

ADP is an established authority in the payroll software industry, and they know what works in their industry. This white paper uses a lot of visual appeals to explain how small businesses can overcome payroll-related challenges.

Moreover, this white paper's target audience (SMEs) does not have much time, so ADP has stuck to the basics. The company has given out vital information that the audience is seeking instead of flooding the white paper with text. While giving out the five steps, they've even given a case study of how they helped one of their clients, which makes their opinion invaluable.

2.  Seizing the Digitalization Opportunity

Published by: Siemens

For starters, this white paper is an 'insight paper,' which is a smart move by Siemens . The authors have laid out the key findings upfront, which is the core of the white paper. They have substantiated the concept of TCO (Total Cost of Ownership) financing with examples of how they have helped clients in the real world. It doesn't have a lot of white spaces but is full of core and reference text.

3.  RegTech: Helping Your Data Work Smarter and Harder

Published by: Wolters Kluwer

This white paper tackles a complex topic, one that does not have a lot of literature out in the open - Regulatory Technology (RegTech). The company introduces a solution, explain its basics, the necessity for it, how it helps companies in various geographies, and the benefits of implementing it.

Wolters Kluwer explains what their opinion is on RegTech in a manner that an IT professional would comprehend it.

4.  Are equities overvalued?

Published by: HSBC

Why do we like it?

This finance white paper has loads of content in it to explain the reasons for the overvaluation of the equity market and why asset allocation could be the answer to it. It has content under five clear headings and is bound to interest portfolio managers, fund managers, and investment professionals.

Authored by the bank's global executives, it is a significant report that has a clear message - investors need to be cautious in their equity allocation approach.

5.  How Banks Can Win New Small Business Customers

Published by: VansonBourne

We like this white paper for two reasons:

1) It is an output of the collaboration between Avoka and Vanson Bourne . Avoka creates customer acquisition and onboarding journeys in financial services, while Vanson Bourne is an independent specialist in market research for the technology sector. An excellent example of how a collaborative effort counts a lot more than individual efforts.

2) It compiles verbatim responses to a survey administered to 300 small business owners in European countries. It is rare to see white papers where two vendors catering to similar target audiences join hands to create marketing collateral that serves them both.

The Best White Paper Examples for the Healthcare Industry

1. Journey To Value: The State of Value-Based Reimbursement in 2016

Published by: McKesson

This white paper is well-structured for the healthcare industry, with an academic orientation. It begins with the list of charts and figures used and the definitions of healthcare terminologies. McKesson had already forayed to answer the question " Is value-based reimbursement real? ” two years ago in a similar white paper.

This time in a sequel to the earlier document, they teamed up with a niche research company to survey 465 payers and hospitals to see how far the needle had moved on value-based reimbursement.

By expanding and repeating the earlier study, they have established themselves as an authority on the subject. The white paper moves along from one stage to the next by explaining the survey methodology, the sample design, and the findings.

2.  Reinventing Utilization Management to Bring Value to the Point of Care

Mckesson 's Vice President has authored this white paper on the topic of Utilization Management , which is a good strategy as it exhibits how much they value their content.

After a brief introduction, it moves to the limits of traditional utilization management models and how shifting to a collaborative exception-based model combined with analytics will serve as a bridge to the future. 

3.  Current and New Approaches to Making Drugs More Affordable

Published by: CVS Health

Dealing with industry issues and suggesting remedial measures for a company like CVS Health  is an excellent way to build topic authority.

Bringing drug costs under control is an industry-wide problem for US healthcare companies. CVS Caremark has taken the lead to explain how if manufacturers across the board were to reduce drug prices, it would improve health outcomes and reduce medical costs.

Besides suggesting three techniques to reduce costs, the company has suggested three recent innovations that help further reduce costs. The company has explained how medications can be made further affordable by comparing the high-profit percentages of pharmaceutical companies as compared to other industries.

4. The Only Way is Up

Published by:  Bayer

In terms of the choice of subject, this is one of the most attractive white papers published by Bayer . The company explains where short cucumbers originate from, how cucumbers are a core component within Middle Eastern cultures and the critical consumption drivers for the vegetable in Europe and North America.

The white paper is a storehouse of insights that includes average household sizes, life priorities of the customers, the evolution of the consumer, etc. For a company of the profile of Bayer, to be opining about short cucumbers and how they have entered the snacking market is unique.

5.  The Forgotten Killer: Cardiovascular disease

Published by: Aetna

This white paper serves as a primer for cardiovascular diseases (CVD) and explains its most common conditions. It describes how countries such as Finland are adopting measures to fight it, the promise and limitations of new drug therapies, and technology advancement that could improve diagnosis.

This white paper is an eye-opener for those who are not aware of CVDs and gives out a lot of information on ways to avoid it. With impressive noting of footnotes and charts, this is an excellent piece for people looking to fight CVDs.

The Best White Paper Examples for the Insurance Industry

1.  Digital Transformation in the Insurance Industry

Published by: Frost & Sullivan

Commissioned by Samsung Electronics America , this white paper deals with the trends that are shaping the Insurance industry. It deals with how insurance companies can thrive in this changing industry landscape, and how technologies such as mobile, wearables, AR/VR are impacting the industry.

It is a perfect example of how a company specializing in a niche has partnered not just to explain industry trends, but also to explain how they're at the forefront of it.

2. Black Insurance's White Paper

Published by: Black Insurance

Black Insurance 's white paper on the challenges faced by the industry (i.e., multiple parties, high costs, and barriers to entry) shows their deep understanding of the subject.

It explains Black Insurance 's proposed solution to this situation along with with the business model, the pricing framework, licensing, token economics, technical design, etc. It is a comprehensive white paper that positions them as an authority in this domain.

3.  Nine ways insurance carriers are driving down combined ratios with video

Published by: Panopto

Panopto is a video platform that enables users to record videos. The company has created a white paper for an industry that uses video extensively.

It is almost a no-brainer that the company has put out a white paper to further their business initiative and showcase its authority in the subject.

4.  The Insurance Industry: Supporting SMEs To Prosper

Published by: Allianz

This white paper is similar to other step-by-step pieces that lay down the number of steps that an organization must take to achieve a specific goal.

Each page highlights a challenge that small and medium enterprises face along with the remedial actions that they could bring, which makes it easier for readers to know how to deal with them.

Moreover, this is a survey of 500 SME businesses to identify the top 5 challenges facing the SME industry.

5.  Embracing the multi-generation workplace

Published by: AXA

AXA ’s white paper has impressive statistics by experts about an aging UK population followed by a bulleted-executive summary (pretty unconventional, but seems to work!).

It then moves methodically into the challenge that aging employees and the organizations alike face, covers the benefits of having a diverse workforce, recommendations for companies. It is not too long; neither is it abridged and is perfect for a good read for human resource professionals who are dealing with an aging workforce.

6.  Enterprise Counterparties: Mortgage Insurers

Published by: Fannie Mae and Freddie Mac

This white paper is by the US government charters to provide liquidity, stability, and affordability to the mortgage market. So, it is a highly valued piece because it has the US government’s stamp on it. Moreover, it is a bible for many mortgage insurers, academics, policymakers, regulators, etc. who want to get to the point straight.

This document is in a free-flowing format without any pictures, but it has substantial intrinsic value. We included this piece to show how government agencies prefer putting out their publications.

7.  Accident Insurance

Published by: Prudential

Prudential ’s white paper on accident insurance for the US market is extremely well structured and explains the various aspects of accident insurance. This white paper is insightful with numbers and graphs, explaining the reasons why people need accident insurance, what employers need to do, etc.

With 13 pages of useful content, companies looking to provide accident insurance benefits to its employees can use this document as a handy guide.

The Best White Paper Examples for the Manufacturing Industry

1.  How ETERNUS DX contributes to energy efficiency, cost savings, and a human-centric intelligent society

Published by: Fujitsu

Fujitsu describes how their disk storage systems provide energy efficiency in the face of rising energy costs in data centers. It is a technical paper replete with diagrams and process flows. Clearly, Fujitsu has explained technical concepts intending to sell their solution that increases disk storage, saves energy,  and improves energy efficiency.

Fujitsu also describes their green IT initiatives and what they're doing to reduce burdens on the environment. With ' caring for the environment ' a core topic of this white paper, their Green IT initiatives resonate well with the document.

2.  Win more business with fewer sales resources

Published by: Infor

An example of a white paper that has been created solely to market the company's solutions. It explains the need for change in discrete product sales and other technical concepts very well backed by secondary research. A no-frills document that sticks to the point and conveys its central message within five pages.

It offers suggestions on how manufacturers manage sales and how they have a choice to take advantage of the situation with fewer resources.

3.  How Software solutions can help mining companies increase efficiency levels

Published by: Sage Business Solutions

This white paper is well-structured and moves in a step-by-step manner. It explains the challenges of improving mining efficiencies in Australia, available software solutions, and mobile dashboards that can enhance productivity .

It follows the inverted pyramid structure of laying down the most significant challenges and narrowing down on the ideal solution.

The Best White Paper Examples for the Retail Industry

1. Dialogue Marketing: How to Enter and Succeed in the German Market

Published by: Deutsche Post

This exciting piece speaks about ways to enter the German market using dialogue marketing, i.e., all marketing & advertising activities aimed at starting a direct dialogue with customers.

It explains what non-German retailers need to do to enter a new market (if they haven't) already done it. Deutsche Post 's white paper makes them an authority on the subject of marketing in Germany. Besides, being a major German logistics player, this white paper makes a lot of sense for them to publish .

Why? Because if e-commerce companies were to enter Germany, shipments would go up, which will ultimately benefit them.

2.  Eligma - AI-driven and blockchain-based cognitive commerce platform

Published by: Eligma

Although this white paper aims to harness AI and Blockchain to improve the decision making for eCommerce customers, it is applicable for all industries.

This white paper is an example of a yet-to-be-launched product. It explores market opportunities, business model, execution plan, technology solution framework that leverages AI and Blockchain, and loyalty programs. One core vision combines all these elements: to offer a set of solutions to discover, purchase, track, and resell eCommerce items.

Seldom do we find such white papers that have the depth and coverage for a solution that isn't launched in the market yet.

The Best White Paper Examples in Technology

1.  Design and deliver cloud-based apps and data for flexible, on-demand IT

Published by: Citrix Systems

In this no-frills white paper, Citrix Systems  deals with the topic in hand straightaway: A better way to deliver cloud-based workspaces using Citrix Cloud IT.

From a visual perspective, there aren't many pictures in this document, but it makes up for it with use cases that further give evidence of their proposed solution.

2.  Hitachi Content Platform

Published by: Hitachi Vantara

This technical white paper is bereft of any visual appeal barring system architecture diagrams. It delves deeper into how Hitachi 's solution can help minimize vulnerability and threat exposure.

A company-specific white paper which focuses on the problem at hand and how their solution can help overcome it.

3.  Creating the Foundation for Digital Transformation

Published by: Hewlett Packard Enterprise and Red Hat

This unique white paper is written jointly by HP and Red Hat . It explains how they bring together their consulting and migration expertise to help clients achieve digital transformation.

They've even highlighted the success story of how one of their clients, DreamWorks Animation , was able to accomplish digital transformation. This white paper is an excellent example of how they're bringing their proposition to life.

4.  Using Virtual Platforms for Pre-Silicon Software Development

Published by: Synopsys

This white paper is similar to the Hitachi Content Platform piece that we mentioned above but does not propagate their solution.

Instead, they explain how it has become increasingly challenging to sell silicon without the associated software executing on the hardware. It is prevalent in a variety of application domains like wireless, multimedia, networking, and automotive.

It is a common problem that many semiconductor companies are facing and explains how a virtual platform can be used to develop and integrate the software. The target audience for this white paper is semiconductor engineers and IT architects, who know the nuances of semiconductor development.

5.  Air, Fluid Flow, and Thermal Simulation of Data Centers

Published by: Autodesk

A technical document explained with diagrams on the usage of computational fluid dynamics cloud-based services within the Autodesk 360 platform. It was published in 2013 and is still very relevant due to how they command authority in their chosen niche.

6.  2018 Fjord Trends

Published by: Fjord (An Accenture Organization)

Fjord 's white paper on global trends is a treat for those who track technology developments closely. Each industry trend has a section on what's happening around the technology, what lies ahead and Fjord 's recommendations for enterprises looking to adopt the technology.

Each trend has examples of how companies are leveraging it to prove its significance to the industry. The report stands out for its clarity, simplicity, and depth of coverage of each trend.

7.  Our Approach to Automated Driving System Safety

Published by: Apple

Apple ’s white paper on their approach to automated vehicles explains how their systems work. True to its native style, the white paper contains plain and simple text and does not use pictures to amplify its message.

It reveals fascinating insights on driver safety and pays close attention to every detail. It mandates that drivers must have both hands on the steering wheel, work in a single shift, and take frequent breaks while driving.

The Best White Paper Examples for the Transportation Industry

1. Fast-Forwarding to a Future of On-Demand Urban Air Transportation

Published by: Uber

This document is a quick example of how a transport company predicts a bold new future. While Uber has sponsored the white paper, note how it mentions reviewers from NASA , MIT and other elite organizations that provide air transport.

They've coined the term VTOL - short for ' Vertical Take-off and Landing .' Imagine a service that does not exist today, and you have the opportunity to bring it to life. This white paper introduces the concept of VTOL in urban cities; it talks about all aspects of this - barriers to achieve them, emissions, certifications, safety, performance, and rider experience.

They conclude by saying what steps they will take to bring this to life. A 98-page document, it sure is bound to appeal to the die-hard fans of futuristic transportation.

2.  Rethinking Transportation 2020-2030

Published by: RethinkX

This white paper is bold in many ways, because its author, Stanford economist, Tony Seba is a man known for his daring, but accurate predictions. He predicted the rise of the solar industry when solar panels were a lot more expensive than they are today.

In this white paper, Tony predicts the death of the automobile and the oil industry. He goes deeper into every aspect of these predictions and gives the reasons for his predictions.

The predictions, statistics, in-depth research, and recommendations of this white paper make it a unique content asset. The author has explained every concept in detail in the appendix section - an ideal example of a comprehensive white paper. 

The Best White Paper Examples Across Industries

1.  A Four-Step Plan For Business Continuity - How to Develop and Maintain a BC Plan to Mitigate the Risk of Business Disruption

Published by: Sungard Availability  Services

This white paper tells us the four steps needed to plan for Business Continuity (BC). BC applies to all companies and all industries, so the company has a unique advantage in that it can appeal to any company in any industry. It does not lean towards any particular industry; instead, it is a generic document.

2.  The Power of Design Thinking

Published by: Dassault Systemes

One of those white papers where the format used is in the first person, and the author is an academic. It is another unique way of creating a white paper by getting academia or an expert from a different organization to write for you.

It contains valuable advice, mainly because it comes straight from Philip Gray, an expert who has spent four decades in product design.

3.  Data Resilience with Fallback Protection

Published by: Teradata

Teradata 's technical white paper explains the need for a high-level discussion of the features of Fallback, a unique element to Teradata Database . It enhances the availability of a single Integrated Data Warehouse system.

The target audience for this white paper is data experts who will comprehend fallback recovery tools, performance impact due to Fallback, the benefits of having the Fallback.

4.  Interactive content across the buyer's journey

Published by: i-on interactive, Inc.

A common topic across industries, this white paper explains why interactive content is better than static content and the different interactive content tools. The authors have cleverly used the buyer's journey to describe their case why businesses must use interactive content.

5.  10 Best Practices for Writing Effective White Paper Titles

Published by: inSegment

An often neglected feature, this white paper features the top 10 best practices for creating the best headlines. It is a short document and does not have a lot of content, but makes up for it via examples and useful suggestions.

6.  MONITORING 101

Published by: Solar Winds

A generic white paper applicable to companies across industries, it introduces the concept of 'monitoring' for someone who is familiar with computers and IT in general, but not with monitoring. As such, (almost) no prior knowledge or experience is required to read this white paper.

It talks about the FCAPS model of surveillance, building blocks of monitoring framework, techniques of monitoring, and more. A seemingly technical concept has been explained well so that readers can understand it easily.

7.  AWS Security Incident Response Guide

Published by: Amazon

Amazon 's biggest priority is security, and its collection of white papers on security is unarguably the most comprehensive that we have researched. Published during June 2019, Amazon 's white paper enables the reader to understand better the impact of incident response (IR), and user security choices on corporate goals.

A well-structured white paper, it encourages Amazon's customers to start small, develop runbooks, leverage necessary security capabilities, and create an initial library of incident response mechanisms to iterate from and improve gradually.

The Best White Paper Examples for Nonprofits

We like white papers by nonprofits because their topics are the most varied. They range from human rights issues to researching on butterflies, and so each white paper is a specimen in itself. Every nonprofit has a unique way of authoring white papers to suit their requirements.

1. Human Rights and Australia’s Foreign Policy

Published by: Amnesty International Australia

The first in our collection of white paper examples for nonprofits is the Amnesty International Australia ’s document. It talks about Australia’s role in promoting and defending human rights globally. It outlines ita recommendations at the beginning of the document and then dives deeper into the subject of global human rights issues and Australia’s interests.

Every problem area in the white paper has an immediate recommendation attached to it, so readers know what is the remedy for it. Despite lacking visuals and images, it makes for compulsive reading into Australian principles of multilateralism and human rights.

2. Extending US Biodiversity Collections to Promote and Collections

Published by: National Science Foundation

This white paper has brilliant Instagram-worthy images all through it with a caption that describes the effort behind digitizing biodiversity specimens in the United States.

A short 12-page white paper, it leads the reader through the collection of physical biodiversity specimens (plants and animals) and digital data gathering around them. It concludes with the steps needed for implementing and sustaining biodiversity collection efforts for the 21st century.

3.  Under the Radar: Degradation in Canada’s Boreal Forest and Climate Consequences

Published by: Natural Resources and Defense Council

  This manuscript may not be a white paper in its real sense. However, it weaves a story as a white paper would through do vibrant imagery. Every page is replete with stunning images that explain how Canada’s forestland is gradually receding.

Originally presented during the 21st Century Conference in Oxford, each page has insights about the shrinking carbon-absorbing capacity of Canada’s forests. It concludes with recommendations on steps needed to introduce afforestation. 4.  The United Nations Children Fund – Women or Children First?

Published by: International Organizations Group

  This detailed white paper is 102-pages long and divided into six sections. It traces UNICEF ’s history in combating epidemics, diseases, assisting women in childbirth, their health, and nutrition. It decries the reign of Carol Bellamy as the UNICEF executive director and the emergence of a feminist revolution that nurtures the girl child and cares for them. It recommends greater transparency in the operations of UNICEF and a more careful approach to spending their resources.

5. White Paper on Cancer Carers

Published by: European Cancer Patients Coalition (ECPC) and Eurocarers.

Carers are unpaid folks who provide care for patients with chronic illnesses such as cancer, who account for 80% cancer care in Europe.  ECPC ’s white paper in collaboration with Eli Lilly , Merck , and Pfizer on cancer carers methodically explains the need for specific attention towards their needs, and the importance of an improved framework for carers generally.

It is an excellent example of a white paper created by the private sector and nonprofits towards providing sustainable care for chronic illnesses. It includes case studies of how European countries have been implementing different measures successfully and recommends employment, social, healthcare, and educational policy changes across Europe.

6.  A 5˚C Arctic in a 2˚C World - Challenges and recommendations for immediate action

Published by: Columbia Climate Center, WWF, Woods Hole Research Center

This white paper summarizes the key outcomes of a workshop held in June 2016 to discuss the 1.5-2˚C change in global warming highlighted during the United Nations Framework Convention on Climate Change at Paris in 2015. A 1.5-2˚C change in global warming means a 3.5-5˚C change for the Arctic region, which can be disastrous. This white promptly highlights the immediate and long-term measures such as carbon dioxide removal and exploring the usage of alternate energy on a global scale.

It meticulously lays the background, the urgency of the situation, the need for immediate action, and recommendations.

7.  Satoshi Nakamoto's Bitcoin White Paperflite   Published by: Satoshi Nakamoto Why do we like this? No collection of white papers is complete without mentioning Satoshi Nakamoto's seminal piece on Bitcoin. This white paper, published in the wake of the 2008 financial crisis, is text-based and is a good starting point for anyone looking to learn more blockchain and cryptocurrency.

It describes the mechanics of a simple peer-to-peer electronic cash system, later known as Bitcoin.  It succinctly explains how the Bitcoin might function without relying on a country's government or central bank. There is hardly any information about Satoshi Nakamoto in the public domain, but this white paper ushered in the era of blockchain technology.

Should a white paper include counter arguments or opposing viewpoints?

Sure! Including counterarguments adds depth to your white paper by addressing potential objections. It’ll showcase an exhaustive and balanced view of the topic.

Can white papers be repurposed into other content forms?

Yes, you can repurpose your content from white papers into blogs, infographics, videos, and more. This allows your insights to cater to different audience preferences.

How often should a company produce white papers?

It’s always going to be Quality over Quantity. Choose to produce white papers when you have valuable insights to share. There is no strict schedule you need to adhere to.

What is a typical timeline for creating a white paper?

The timeline will vary based on your topic’s complexity, research, and writing process.  However, on average, the process might take a few weeks to a couple of months to complete.  

What are Your Favorite White Paper Examples?

Do you have any favorite white paper examples that you'd like to feature here? Is there any white paper that has awed you? Let us know your choices at [email protected] , and we will make sure it is part of this list.

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The PowerPoint deck in this resource discusses the basics of writing White Papers and can be used for classroom instruction or self-study.

The 2024 Ultimate Guide: How to Write and Format a White Paper

The step by step guide to succeeding with white paper marketing.

• 1 What is a white paper?
• 2. White paper examples
• 3 How to write a white paper
• 4 Mistakes a white paper should avoid
• 5 White paper Format
• 6 Gating your white papers
• 7 White paper distribution
• 8 Handling your white paper leads
• 9 Choosing the right white paper template
• 10 Final thoughts

Introduction

White papers are a popular and powerful tool for content marketers. They can be used to position your company as a thought leader and authority on a particular topic by presenting useful and persuasive research findings and technical information about your products and services.

White papers can also be used as a powerful asset to generate more leads when the information is valuable enough for readers to submit their personal details in order to access your findings. This ultimate guide will teach you everything you need to make white paper marketing a formidable addition to your content marketing strategy . 

1. What is a white paper and why is it important?

A white paper is an in-depth report or guide informing readers about a specific topic and its problems. It is meant to educate readers and help them to understand and solve an issue. It is important as it helps establish a company as an expert in its field, educates customers, and influences decisions. 

In the world of marketing, a white paper is a long-form piece of content , similar to an eBook . The difference between the two is that white papers tend to be more technical and in-depth. The facts and opinions expressed in white papers are often backed by original research or statistics that the publisher has aggregated from reliable sources. They often include data visualizations such as charts, graphs, tables, and more.

The term "white papers" originated in England as government-issued documents. One famous example is the Churchill White Paper , commissioned by Winston Churchill in 1922.

Today, the term is most commonly applied to “deep dive” style publications for marketing purposes. Businesses — especially in the consulting, financial, or B2B sectors — use them to communicate their organization’s philosophy on a topic, make the case for the superiority of their product, or simply to present important points related to their field.

White papers are no less editorial than other forms of content, but the depth of research lends them an authoritative tone. For this reason, they are good candidates for promoting thought leadership .

Who uses white papers?

In the past, white papers were most often produced by governmental agencies, NGOs, think tanks, consultancies, and financial institutions that needed to present the findings of their ongoing research in a succinct format.

With the widespread growth and adoption of content marketing (the creation and distribution of non-promotional content intended to generate interest in a business and its offerings), white papers have become more common in other industries as well. Any organization that engages in content marketing can benefit from producing white papers.

Their popularity across industries is due to their versatility. While all white papers have certain elements in common, a B2B startup will use them differently than a large consultancy, and both will use them differently from a governmental organization.

Types of white papers

There are numerous types of white papers a business might publish.

• One type is the backgrounder , in which the benefits of their product, service, or methodology are explained in depth.
• Another is a problem-solution approach, which walks the audience through the solution to a problem that is common in their industry.

Other types of white papers simply present a summary of useful statistics and information about the state of a particular field or industry. An example of this would be the Content Marketing Benchmarks Budgets and Trends from the Content Marketing Institute.

Whatever type you produce , the contents of your white paper should serve to showcase your expertise in a given area. Your audience is searching for an information document and will look for an authoritative source — a business they perceive as having in-depth knowledge of a subject.

The contents of your white paper should serve to showcase your expertise in a given area.

How can a white paper benefit businesses or organizations?

White papers enable you to build trust with your audience. They show readers that you're reliable, experienced, and adept in a given domain. When potential customers search for an informational document to help them understand a problem or opportunity they're facing, and you provide them with a quality white paper that helps, they'll turn to you again in the future.

This perception of authority can also serve to boost sales in an organization. More than half the respondents to the Eccolo Media B2B Technology Content Survey reported having read a white paper before making a buying decision. Buyers prefer to purchase from vendors they trust and see as experts in their field.

Finally, white papers are extremely useful for lead generation . The Content Preferences Survey from DemandGen found that more than three-fourths of survey respondents were willing to exchange personal information for a white paper — more than for eBooks , case studies, analyst reports , podcasts, brochures , or infographics.

With all of these potential benefits, utilizing white papers in your content marketing strategy can produce great results.

More than three-fourths of survey respondents were willing to exchange personal information for a white paper.

2. White paper examples

When you think about white papers, you probably think of PDF articles with thousands of words. But times are changing and so is the way we produce and consume content.

Nowadays, every marketing collateral (including white papers) needs to be well-written, well-structured, and designed for every type of visitor. 

Here are some great examples of white papers doing exactly that. 

This unique one-pager presenting findings from the Developers at Work Survey demonstrates how a white paper should be done. The animated, interactive data charts show off just what's possible with our embed feature .

Open white paper example #1  

Privacy and the GDPR - BDO

This well-produced special edition produced by BDO and creative agency Monte Media does an incredible job of turning a conventionally dull topic into a piece of content that's engaging and comes to life.

Open white paper example #2

This white paper is a step by step guide to succeeding with content marketing.

See more  white paper examples

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3. How to write a white paper

Starting a white paper can be a daunting task. So much information and research are required that it’s easy to get lost in that portion of the work and let it become a roadblock to actually putting things on paper.

Even after the writing itself has begun, white papers are tricky to do well. Simply listing statistics without some form of narrative arc is a surefire way to keep your white paper from ever being read. Luckily, following a few simple guidelines can help keep a white paper engaging and make the process of finishing it much easier.

Pick the right topic

This might seem obvious, but without a topic that resonates with your audience, your white paper is not likely to be read. When choosing the right topic, you should consider three important criteria:

• It should be something you are qualified to write about.
• It should be something your audience is interested in.
• It should address a topic around which little content has been written already and thus fill a " content gap ."

Naturally, finding a topic that brings points 1 and 2 together is vital. White papers are meant to be authoritative pieces of content based upon the author's experience and expertise, so it's important to write about what you know . But you must match this to the interests of your readers if you're to produce something they'll be eager to engage with .

Don't be afraid to crowdsource information from within your organization. If the topic of a white paper is related to engineering, why not interview an engineer or have them look over what you’ve written? The same goes for other roles. Crowdsourcing knowledge means having the power of a true expert in many fields.

Finally, filling a "content gap" will help your white paper get noticed and gain traction. By addressing a topic no one else has written about definitely, your white paper will be more likely to rank highly on search engines and even be featured elsewhere on the web.

Pro tip: You can even ask your audience what they would like to see in your upcoming white paper. You'll get ideas, make your topic more relevant, and you'll generate buzz around your content even before it's finished. In fact, we used the same method for this guide!

Define your audience

Defining your audience goes hand in hand with choosing the right topic. But moving beyond your audience's interests, it’s important to think of the kinds of people who will be reading your white paper.

• Are they fellow professionals, well versed in your subject?
• Are they likely to be reading something they are relatively unfamiliar with?

Knowing this helps establish the voice you should use and whether industry-specific jargon is appropriate. It also narrows the scope of the research you should include. It’s always important to ensure all arguments are logically sound and well supported, but the stats and information presented should be relevant to the specific audience you're targeting.

Part of defining an audience in the age of Google centers around how people will find the white paper. This means thinking about which platforms specific personas use for research and what search terms they put in. Not only will this help a white paper get found by the right people, but it is useful when outlining the white paper later on.

Optimizing for keywords is important, but remember to write for people, not for search engines. Google is getting better all the time at understanding and matching search intent with relevant content . This has become particularly important with the advent of AI-powered language models which can produce long-form content at scale. 

Wrap it in a great intro and outro

Ad with all good writing, your intro should serve to captivate your audience, pique their curiosity, and entice them to read further. It's good practice to provide a brief summary of what they'll find in the white paper and to emphasize exactly what benefit they'll get from reading it.

Your outro is equally important, especially if you're using your white paper to market your products or services. You should avoid any self-promotion in the body of your white paper, but you can certainly mention your relevant product offerings and how to obtain them — perhaps using a compelling call-to-action — at the end.

Pack it with value

White papers are not meant to be advertisements for your company, and you should avoid any overt promotion. Instead, you should provide plenty of useful information that will be valuable to readers even if they don't become customers. Emphasizing value is the key to a great white paper that will get shared and widely read.

Remember, white papers serve to showcase your expertise as a company or brand in a given field. Your readers should come away having learned something useful and with the impression that you're a reliable source of expert information. As pointed out earlier, generating this kind of reputation will lead to greater business success as buyers are more likely to purchase from companies they trust.

Emphasizing value is the key to a great white paper that will get shared and widely read.

Don’t be scared of multiple drafts

No first draft is ever a finished work. Elizabeth Bishop, the renowned and Pulitzer Prize-winning poet, wrote seventeen drafts of her poem “One Art” before it was completed. It’s now considered one of the best villanelles ever written .

While a white paper may not need seventeen drafts, there will undoubtedly be points missed and logical inconsistencies in the first version. Finishing a draft, stepping away, and coming back to it with a fresh mind is the best way to ensure quality. If there’s another good writer at your company, getting another set of eyes on it is even better.

Keep it interesting

White papers should be more detailed and thorough than blog posts or eBooks . This may cause them to be more dry and formal, but this doesn't mean they have to be boring.

A trap that white papers easily fall into is using statistics as a crutch and not maintaining interest throughout. Technical as it may be, you still want your white paper to be read. To make this happen, it’s useful to borrow techniques from fiction and creative nonfiction writers.

There are lots of resources for learning about a plot, but generally, it has five parts, as illustrated in Freytag’s pyramid:

These won’t always correspond perfectly in a factual piece of writing like a white paper, but they can get you thinking about how to create and hold interest. Use those ideas to keep readers’ attention until the very end.

4. Mistakes a white paper should avoid

There are some pitfalls and common mistakes to avoid when writing a white paper. Each of these has the potential to make an otherwise stellar piece of content into a wasted effort. Here's a brief list of things to look out for.

Sounding like a sales pitch

When white papers are used as part of a marketing campaign where businesses showcase their product, a common mistake is to make them sound like a sales pitch . Don't let this happen; it will immediately turn your readers off. In a white paper, your audience is seeking unbiased, educational information that will help them, not try to persuade them. Save the sales pitches for other content, like product brochures .

Lack of adequate research

As previously mentioned, white papers should be well-researched documents. Conducting lengthy original research may indeed be outside a marketing team’s budget, but merely including a few stats from the first page of a Google search simply won’t cut it.

Aggregating statistics and searching through scholarly work may take time, but the result will be worth it. For your white paper to achieve its intended effect, It’s important to establish your content as an authoritative source to which the audience would want to return.

Poor design

We'll go in-depth into design in the next section, but it's worth mentioning here. The written content of a white paper is what matters most, but neglecting design is a big mistake. Design makes your salient points stand out and helps the reader understand what they're reading. Using visuals (like images, animations , videos, charts, and graphs) that support your arguments is crucial.

Check out this white paper example built with Foleon!. Open the white paper

Not telling a story

White papers are informative and factual. We’ve driven that point home already. That doesn’t mean they should be boring. Backgrounders, problem-solution white papers, and research findings all have a story to tell, and the reader is far less likely to make it through the entire piece without some form of narrative to keep them engaged.

Setting up a problem, elaborating on a solution, and including some type of success story is a proven formula for making any type of content more story-like.

Leaving it abstract

Because most white papers will involve sharing research findings, it can be easy to leave them in the realm of theory without explaining how to utilize those findings on a practical level. This is true more of backgrounders but can be the case with problem-solution white papers as well.

A good example is the abundant amount of content on employee engagement. Many B2B cases have covered the importance of employee engagement and the pitfalls of getting it wrong. Too little of this content goes further and gives concrete examples of what companies in specific verticals can do to alleviate the problem.

5. White paper format

Before addressing anything else, we first need to talk about the format you'll use.

A picture is no longer worth a thousand words. Today, its value is in the number of eyeballs it can keep glued to your content and the ratio of those viewers it convinces to click through to other sections of your website.

Your carefully crafted copy and painstakingly gathered statistics won’t earn those clicks on their own. The average human attention span is now less than that of a goldfish . And with 3.3 million Facebook posts, 448,800 tweets, and 149,513 emails sent every minute , competition for your readers' attention is intense, to say the least. Long form mediums like the white paper need serious sparkle just to compete.

How to format a white paper

You'll need more than just black text on a white background. Your design choices regarding things like color, typography, and the use of visuals will play a prominent role in the success of your white paper. Here are a few important principles to keep in mind for creating a quality white paper design.

Keeping mobile visitors in mind

More than 54% of internet traffic is now mobile , and web designers have adapted to this trend by creating what's known as responsive design . Before this, web pages simply scaled according to the size of a user's screen, retaining their layout. Naturally, this made most pages both unreadable and unnavigable on smaller devices.

Responsive design solved this by allowing elements on a page to rearrange, resize, or be completely hidden from view in response to the size of the screen. When a smaller screen is used, font-sizes increase, buttons become larger for touch screens, and the entire layout adjusts to make the page mobile-friendly.

But while this has become standard for web designers in a mobile-first world, producers of other digital content assets like white papers have generally not adapted . Surprisingly, most companies that offer white papers and eBooks on their websites still use PDF format .

The problem with PDFs is that they're unreadable on smaller screens . They're fixed-layout documents — they can't adjust or adapt to different screen sizes. Reading them on a mobile device requires excessive zooming and panning around, which is a terrible experience for users.

Mobile traffic is ever-increasing. If you decide to produce your white paper as a PDF , you risk excluding this vast segment of your audience. It's a design mistake that will cost you views and conversions.

See examples of responsive white papers

Emphasis and readability

Because in-depth white papers contain lots of text and visuals, as well as supplementary information like footnotes, figures, logos and copyright info, the danger is that your design becomes cluttered. Clutter accumulates before you realize it. You may choose a clean layout and color scheme, to begin with, but as you continue to add content, things can get crowded. Often, you must make tough choices about what not to include to strike the right balance between completeness and readability.

Good design makes bold choices and prioritizes important information. These choices and priorities affect layout, placement, color, font size, page order and more.

Use these design elements to create emphasis on vital pieces of information. But be careful. Emphasizing too many pieces of information — or too few — will cause readers to struggle to discern what’s important.

Good design makes bold choices and prioritizes important information.

Have a look at what's trending

Bold fonts and color schemes are in. If you look at the hippest tech companies right now, you’ll see lots of pastels and color gradients. Of course, all that might change tomorrow. But still, a great way to get inspiration when you're just starting is to take a look at what design trends are currently popular.

U2's frontman, Bono, sings "every artist is a cannibal, every poet is a thief." And he's right. Good designers are always drawing inspiration from other designers.

The best way to create a successful design is to spend a lot of time looking at what others are doing successfully. Use Evernote , or a bookmarking service to save white papers and other exceptional designs that you encounter for future reference.

Don’t know where to start looking? Dribbble and Behance are two networks where great designers share their latest work. They consistently have material that’s on the cutting edge of what’s trending.

Design for your audience

While trends may inspire you, it's more important to align your design with your audience and your subject matter.

• Will you be addressing suit-and-tie financial executives or blue-collar management at construction firms?
• Are you writing about changes to privacy regulations in the tech industry, or about the effects of farming on biodiversity?

Your design should support and strengthen your topic. The colors and typography should be consistent with what you're writing about, the tone you've chosen, and the audience you've defined.

Writing a white paper for a funeral parlor? Hot-pink headlines might be a bad choice. Taking color psychology into account can help you achieve the look and feel you're after.

Brush up on the basics

No prior knowledge of design? No problem.

If you don’t have a designer working with you in-house, you can still teach yourself the basics of design and check work against those principles. A big part of the battle is knowing the search terms that will get you the knowledge you need. Luckily, good primers on basic graphic design are abundant.

After doing a bit of reading, start creating. Don’t be afraid of making mistakes. If you create a white paper and don’t like the design, try to pinpoint what it is about the design that needs improvement.

After the reading you’ve done, you’ll have the tools to critique your own work and the work of others. This is the best way to improve and create well designed white papers.

Choosing the right tools

At Foleon, we pride ourselves on providing a tool that makes creating responsive digital white papers easy, even for those with no prior graphic design experience.

Choosing a tool like this, which takes the guesswork out of design, will shorten the time it takes for you to produce great white papers. There is a vast ecosystem of tools out there, each of which is geared toward a different purpose and skillset. The right one will enable you as both a designer and a writer.

See how you can scale engaging content creation .

6. Gating your white papers

For most companies, lead generation and growing lists of contacts for the sales and marketing teams are important activities. Attracting visitors to your site and offering them something of value in exchange for their contact information is a proven method for filling the top of your funnel.

But for this type of inbound marketing to work, two things are needed: exceptional content that visitors are eager to acquire, and a method for gating (or walling off) that content behind a form.

Many brands skip the first part and move straight to the second. They quickly produce something mediocre and put it behind a form. This might work in the short term for generating lists, but keep in mind that users expect more from content they “pay” for. The quality of your gated content serves as an indicator of the quality of your brand will affect your ability to turn prospects into customers down the road.

So how do white papers fit into your b2b content marketing funnel ? They may act either as lead generation tools themselves or can be used to direct readers to other parts of a website that captures lead information.

What is gated content?

Walling expert content off behind a form designed to capture personal details is one of the most common techniques for generating leads. Gated content is any content that a reader cannot access until after they input some personal information, such as their name and email address. White papers and eBooks are two of the most common types of content used for this purpose.

Typically, a company will create a landing page that includes a description — and perhaps a preview — of what information readers can expect to find inside. The landing page will include a form for visitors to enter their personal information and thus gain access. After entering the required information, visitors are either presented with a download button or receive the gated content in their inbox.

There are plenty of variations on this formula, but the basic technique of providing “free” content and asking readers to “pay” by providing their personal information has been very important part of content marketing for a long time.

To gate or not to gate

While gating your best content is great for lead generation, there are some drawbacks as well. Walling off your white paper will mean it gets read by fewer people as not everyone is willing to give away their contact details.

An open-access white paper will be read by a wider audience. If it’s in-depth and authoritative, it may also do well organically and improve your search rankings. Gating it behind a form, however, will prevent search engines from indexing it.

It’s important to consider what the primary goal of your white paper is: disseminating information and gaining brand awareness or generating leads. If the latter is more important, then gating is a great option.

Semi-gating

Another variation on gated content — and one that’s growing in popularity — is semi-gating . This can give you the best of both worlds by allowing your white paper to reach a wider audience while still retaining the ability to generate leads.

Semi-gating gives readers a taste of your white paper without requiring them to give up any info. You can, for example, make the first few pages of your white paper open access, and then make visitors fill in a form to read more. This works well because digital content is so abundant and brands must offer more for free or risk visitors turning elsewhere.

Allow your white paper to reach a wider audience while still retaining the ability to generate leads.

Offering more content for free also builds trust and brand loyalty among your readers. Let them know your white papers are valuable and helpful, and they’ll be more interested in giving you their personal information. You’re also more likely to gain qualified leads if readers have a chance to sample your white paper before converting.

Of course, semi-gating doesn’t mean giving away your entire white paper. Typically, there’s at least one section of the white paper that is exclusive to those who go through the gating process. Semi-gating can help reach a wider audience, build trust and loyalty, increase lead quality, and still help you capture the contact information you need.

There’s a concept in marketing and design known as friction . Friction is anything that causes the sales process to slow down. It’s like a roadblock that makes it less likely prospects will convert, sign up, download, or purchase. It can be caused by a multitude of things including poor design, confusing navigation, subpar copy, too many form fields, and more.

Your ability to generate leads with a gated white paper will largely depend on how much friction is involved. Asking for more information than you really need is one common and unnecessary source of friction that can lead to losing potential readers.

The entire field of conversion rate optimization is geared toward removing friction — or making user interactions easier. CRO specialists make forms simpler, navigation more intuitive, and design CTAs that are more likely to be clicked. Optimizing your landing page for conversions is a vital part of any lead generation campaign.

But the reality is, asking for personal information will always be an obstacle for a large number of people. So the key here is to make the process easy and noninvasive as possible.

An excellent way to do this is by reducing the number of form fields to the bare minimum and using mid-gating to ensure your ask is timely and yields immediate value for the reader: "Fill out this form to get access to the rest of this white paper, we've saved the best for last!".

Create white papers and eBooks that integrate with your favorite CRM or marketing automation platform. Get started

7. White paper distribution

So, after following the tips in this guide, you create an engaging, informative white paper that inspires readers to take action and deepen their relationship with your company. You mid-gate (or semi-gate) it to capture readers’ information and gain valuable insight into the interests and demographics of your consumer base.

Now, you publish it on your website, sit back, and wait for your Pulitzer.

Only, the traffic never comes… Where did you go wrong? You didn't think about your white paper distribution strategy . 

The importance of distribution

The internet isn’t the same as it once was. Thanks to the massive amount of content produced every day for and an ever-growing number of channels, it’s a lot harder to get noticed. Unless you’re Gabriel García Márquez back from the dead, simply writing something and posting it online doesn’t guarantee readership.

To get eyes on your white paper, you need to be smart not only about writing and design but distribution as well. Some content marketing thought leaders go so far as to claim that you should spend 20% of your time on content creation and 80% on promotion.

Distribution is all about identifying traction channels where your ideal customers consume content and making your white paper highly visible on those channels. Depending on the audience you defined in the beginning, some will be more relevant for you than others.

Social promotion

If you’re at all familiar with marketing, advertising, or online media, chances are you’re aware of how important social media is to visibility. People from all walks of life, and from all over the world, are on Facebook, Twitter, and LinkedIn. Ensuring that you share your content regularly on these platforms will give you a solid base of promotion on which to build.

But it's not enough to simply write a post and tweet it into the void. Try to find communities like Facebook and LinkedIn groups where your target audience is likely to congregate. Search for relevant hashtags on Twitter and Instagram . Find subreddits relevant to your industry.

Once you’ve found your audience, it’s much easier to connect with them. If you contribute to these spaces regularly, you’ll have an easier time keeping their attention and distributing your white paper.

Influencers and earned media

Public relations isn’t what it once was; influencer marketing has taken its place as the way to get noticed by the masses.

These days, influencers — people with large, engaged followings on social media and newsletters — are better equipped to amplify your content than traditional journalists. They play a growing role in shaping public opinion and even in setting business trends . Shares from an influencer can even help you land spots in major publications the way press releases used to.

Social media is the best place to find influencers in your vertical. When you investigate the best communities in which to promote your white paper, look for the content that people are already referencing and sharing. Eventually, you’ll start to get a picture of who’s putting out content that’s getting widespread traction. These are the people whose voices can amplify your brand.

Start by interacting with them. Begin a conversation, comment on their pieces with regularity, and give them feedback on their work. There are great tools, like Voila Norbert and ContactOut , to help you quickly track down email addresses.

After building enough rapport, try offering to collaborate on future white papers or other types of content. This process can take some time because your goal here is to build a relationship.

Eventually, you can ask an influencer to share your white paper. You might even consider quoting them in the white paper itself — anything that gives them an incentive to share your work is helpful.

Pro tip: Try to find an expert in your white paper related subject and interview them. It will add value to your white paper and you'll increase the chance that the expert shares your content with his or her extensive network.

Email marketing

The jungle of online content may thicken daily, but there are a few places you can still get readers’ attention. Email distribution has stood the test of time in this regard. It provides greater ROI than social , and it shows no signs of weakening.

If the purpose of your white paper is lead generation, email marketing will not be applicable. But for boosting sales, building trust, and establishing your brand as a trustworthy source of information, it's important not to neglect your existing contact base.

Although email may not have the appealing viral possibilities associated with social media, it does have other advantages. Namely, anyone who subscribed to your email list chose to be there. This means you can expect a higher level of engagement from this audience than those who come in via other channels. Capitalize on their loyalty and engagement by encouraging contacts to share your white paper with their networks and thus multiply your distribution efforts.

This was discussed in the previous section, but it's worth mentioning again here: another big advantage of Foleon's gating features is that when your existing contacts share your white paper with their contacts, those people will be confronted with a login form that will allow you to capture their info and expand your email list further.

Going beyond the basics

The techniques discussed above are essential items in your white paper distribution toolbox. However, they’re not the only ones. The best way to distribute your white paper depends largely on your target audience and the industry to which your content speaks.

Take some time to critically evaluate and research how knowledge is shared in your industry. Every industry will be slightly different. Reaching people in these places is the best guarantee of effective distribution.

8. Handling your white paper leads

As we've discussed, white papers can serve a variety of objectives. They’re commonly used for thought leadership and to disseminate important research, relevant to a specific industry.

When it comes to content marketing, however, the most common use for white papers over the last several years has become lead generation. In chapter 6, we discussed how to bring readers to your white paper and capture their information.

Once you've properly gated your white paper and set up a solid distribution strategy, it's time to think about how you'll handle the leads that come in. If not properly tracked and nurtured, leads will quickly become cold and won't lead to increased sales for your company. So how do you follow up with leads and maximize the opportunity you’ve created with your white paper?

How to track your white paper leads

The buyer’s journey outlines the steps a person goes through, from becoming aware of a problem they have, to learning about different solutions to that problem, to eventually purchasing a product or service (hopefully yours) that solves their problem.

To maximize the chances your new leads become paying customers, you must take the abstract concept of a buyer’s journey and map it to your specific content ecosystem. The actions your prospects take on your website can be indicative of what stage of the journey they're in.

For example, you may see someone read a blog post on your site, then come back a day later to get your white paper, and then finally sign up for a free trial or an email list. After that, they might decide to make a purchase. As patterns begin to emerge around the journey your customers take, you'll learn what actions on your part can help them to advance.

There are many tools available to help you analyze this journey for yourself. Google Analytics is probably the most widely used. It lets you track and compile data regarding user behavior on your website. You can define goals and generate reports that will show you steps users tend to take before completing those goals.

Targeting stages of the buyer’s journey

As it becomes more clear what actions visitors take before purchasing, you'll better understand where to use your white paper in the buyer's journey.

The question you should seek to answer is, where does it provide the most value to your potential customers? Do you see greater success when accessing your gated white paper is a prospect's first interaction with your company? Or is it perhaps more effective to use it as an offer once visitors have returned a second (or third) time to your site?

You can see that white papers don't exist in isolation but act as a member of an ecosystem. The related blog posts, landing pages, emails, social messages, and follow up sequences must all be carefully orchestrated and properly timed.

This process takes practice. It takes trial and error, and you must be a keen observer of trends . However, that effort will pay off.

...white papers don't exist in isolation but act as a member of a content ecosystem.

Following up with your leads

Depending on where in the buyer's journey you use your white paper, the way you'll want to follow up with leads will be different.

• If, for example, your white paper targets the awareness stage and the leads you gather are relatively unfamiliar with your company, it might be smart to enroll them in an email sequence that highlights other pieces of content on your site such as blog posts that are relevant to the topic they showed interest in.
• Suppose your white paper is for people in the consideration stage, and leads are already familiar with what you have to offer. In that case, you might consider following up by sending them special offers or exclusive deals — again, closely related to the topic of interest.
• If you're taking a highly targeted approach to distribution and using your white paper to generate hot leads that you think are already close to making a purchasing decision, the best way to follow up might be for a sales representative to reach out directly by phone.

This is what it means to nurture leads. By proactively keeping in touch with leads and offering them more relevant content, you maximize the likelihood of them becoming a customer.

9. Choosing the right white paper template

In 2021, Hubspot reported that 82% of marketers actively invest in content marketing. Thus, the need to create interactive content experiences that stand out amongst your competitors has never been more critical in your content marketing strategy as the volume of published white papers grows yearly. 

For this reason, the visual representation of your white paper has become increasingly crucial for retaining your audience's interest. In addition to the value your white paper content provides your audience, the single most significant factor at your disposal to maintain content engagement is how your white paper is visually presented. 

For whitepapers, the white paper template you opt for to present your content can significantly influence the success of your publication. The template is more than just a matter of aesthetics; it represents a strategic decision that affects user engagement, experience, and even how your brand is perceived.

Below are some factors you should carefully weigh when choosing your white paper template .

Target audience and content

The two biggest influences that will determine the selection of your white paper template are your target audience and the purpose of your content. 

For example, if you create an annual report that provides Financial Services information or a research piece exploring trends in Software & IT salaries, you’ll want to use a template that easily represents data-rich elements such as tables and eye-catching statistics. In contrast, visually-oriented templates containing hi-res imagery or videos are better suited for online catalogs or digital magazines . 

Think about your target audience's needs and how your template's layout can optimize your content's engagement. 

Creative control with flexible features 

You’ll get the most value out of your interactive white paper with a content creation platform that allows you to harness professionally designed white paper templates that are easy to use and fully customizable with a drag-and-drop interface. This will allow everyone in your team to create content quickly with no coding experience required. 

Custom templates set your white paper up for success by providing a starting foundation to help guide the layout and structure of your content. Custom features allow you to design your white paper any way you like by quickly changing blocks, fonts, and colors according to your brand guidelines with the added ability to add or remove sections. 

Mobile experience and device responsiveness

As of September 2023, over 55% of website traffic is from mobile devices. Therefore, it is essential that your white paper is responsive across all devices. 

Most content creation platforms have integrated tools that automatically adapt your content to different screen sizes. However, to ensure the best possible user experience, you should always test your white paper on multiple devices as part of your content creation process before publishing.

Finally, website speed is one of the most significant factors influencing user experience and playing a pivotal role in organic rankings. According to section.io , 32.3% of visitors bounce from a webpage if it takes more than 7 seconds to load. Ensuring that your content creation platform and hosting services are optimized for website performance is critical in maximizing your readership when choosing your white paper template.

10. Final thoughts

Be prepared to write a lot more content.

By this point, you should have all the ingredients you need to make your white paper a rousing success. However, you’ll notice by now the reality that your white paper fits into a larger ecosystem of marketing actions and content.

In today’s business world, producing quality content is one of the best ways to get your target market's attention. But not everyone will be ready for the same piece of content at the same time.

From white papers to blog posts, to podcasts, the type of content that will drive conversions for your business is something you'll discover over time. What’s certain is that one type won't satisfy all your audience's needs. Because of that, you should be prepared to fill the rest of your buyer’s journey with other appropriate content.

This means lots of writing. There’s no way around that. It means coming up with content ideas, creating them, distributing them, and measuring their success — then rinsing and repeating. After this primer, you should be fully equipped for success writing not only white papers but whatever content you choose along your journey.  

Foleon Guide

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What is a Whitepaper? (30+ Examples)

• Written by: Rishabh Pugalia
• Updated: June 26, 2023

Did I miss any points? Let’s connect on LinkedIn .

Popular Searches:

• Marketing Collateral Design
• What is a Whitepaper?
• Brand Guidelines
• Display Ad Design
• Graphic Design Companies
• Infographic Examples
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Let’s first agree on the three critical facts about whitepaper in 2023:

• White papers = Content marketing. They show expertise. They generate leads.
• ChatGPT or AI cannot write or design expert-level white papers for your product.
• White paper IS NOT a blog.

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 –

• How do I start writing a white paper?
• What format should I follow? Am I missing any element?
• What can I do to ensure my white paper stands out from my competitors?

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.

What are the Different Types of White Paper?

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 –

• Backgrounders
• Numbered Lists
• Problem/Solution

Here are some examples to understand better.

1. Backgrounders

These serve as in-depth documents that provide an understanding of a product, service, or technology.

They aim to educate the audience about a specific product or technology. Usually, they support a product launch or major upgrade.

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.

The backgrounder white paper of an innovative cloud-based CRM solution could cover the technological framework, unique features, and potential impact on business operations.

FURTHER READING

• 50 Banner Ad Design Ideas for B2B Marketers
• 11 Creative Presentation Design Ideas with Examples

2. Numbered Lists

Numbered list white papers are an easily digestible format that presents information as a set of tips, points, or steps.

They are designed to offer value and simplicity. They often highlight a collection of ideas or best practices around a specific topic.

They contain distinct, easy-to-understand sections. Each of them delivers a standalone insight. This makes the white papers skimmable yet informative.

A whitepaper on “10 Strategies to Improve Your Social Media Engagement” could list and elaborate on the different techniques.

3. Problem/Solution White Papers

These whitepapers highlight a particular industry challenge and propose a solution. They typically promote the brand’s product or service.

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.

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 .

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.

A simple yet effective strategy to create this type of white paper is answering these five questions –

Before you start creating a white paper, identify your IDEAL READER

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:

1. Identify the Company Type

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.

2. Understand the Demographics

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.

3. Get into Their Heads with Psychographics

It’s important to understand your readers’ mindset. What are their interests and experiences? What worries them? By drawing on these emotions and experiences, your white paper can resonate more deeply.

4. Consider the Technographic

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 improves the effectiveness of your content and increases your chances of truly engaging your audience.

Now, let’s understand the components of a white paper.

Click here to learn more.

What are the Various Components of a White Paper?

The components of a white paper include –

• “State of Industry” Reports
• Industry Trends
• “State of the Target-Market” Report
• Best Practices
• Proof of Concept (PoC)

1. State of Industry Reports

These detailed reports display the current state of a particular industry. They provide a snapshot of the industry’s health, trajectory, and potential challenges.

How to write about the state of an industry in a white paper?

Step 1: Research

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.

Step 2: Organize & Cluster

Organize the collected information into the section. Each section should have a clear focus and flow logically from one point to the next.

Step 3: Analyze

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.

Step 4: Write

Write in a clear, concise manner. Ensure the language is accessible to the audience. Use charts and diagrams to clarify the points.

Step 5: Edit and Proofread

Review your whitepaper for any errors or grammatical mistakes.

For the renewable energy sector, the report may look into into current investments, new technologies, policy changes, environmental impacts, and so on.

2. Industry Trends

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.

Why Industry Trends Matter?

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.

How to write about the industry trends in a white paper?

Conduct thorough research. Use reputable sources like market reports, industry studies, and expert analysis to identify current and emerging trends.

Step 2: Select Relevant Trends

Choose trends that align with your target audience’s interests. They should relate to your product or service offerings as well.

Step 3: Provide Data and Examples

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.

Step 4: Discuss Implications

Analyze the implications of each trend on the industry, market players, and consumers. Point out the opportunities and challenges they present.

Step 5: Offer Recommendations

Provide actionable recommendations for businesses to leverage the identified trends. Explain the effects of it and address emerging consumer needs.

Trends might include AI advancements, cybersecurity measures, and changes in data privacy laws in the IT industry.

3. State of the Target Market Report

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.

How to write about the state of the target market in a white paper?

Gather relevant data on market size and potential revenue opportunities from reliable sources.

Step 2: Define and Clarify

Clearly define the market segment and the product or service being analyzed.

Step 3: Present Data

Present your findings in clear, simple language, and avoid technical terms. Make it visually appealing by using charts, graphs, and figures.

Step 4: Provide Context

Explain the significance of industry trends, competition, and potential growth opportunities. Highlight how these elements predict future trends.

Step 5: Discuss the Results

Review the results for businesses operating in the target market. Highlight the opportunities and challenges they present.

Step 6: Present Guidelines

Provide guidelines for businesses to capitalize on the report. Explain how businesses can position themselves to get a significant market share.

In the tech industry, you might explore their budget trends, technology preferences, and pain points.

4. Best Practices

These are methodologies or strategies that detail the most effective ways to achieve a goal or solve a problem in your industry. By including this into your whitepapers, you provide actionable insights and guidance to your audience. It helps them navigate the challenges they may encounter.

How to write about the best practices related to your product or industry in a white paper?

Step 1: Identify the Focus Area

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.

Step 2: Conduct In-depth Research

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.

Step 3: Curate Relevant Best Practices

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.”

Step 4: Present in a Simple Way

Improve clarity of the best practices by presenting them in a short, simple format. Break them down into bullet points or numbered lists.

Best practices in content marketing may involve SEO strategies, content diversification, or user engagement techniques.

5. Proof of Concept

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 portrays 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.

How to write a Proof-of-Concept in a white paper?

Step 1: Define the Problem

Specify the business challenge or pain point that your solution addresses. Highlight the importance and relevance of solving this problem.

Step 2: Present the generic solution AND your specific (better) solution

Introduce the concept of your solution. Outline its key features, capabilities, and value proposition. Explain how it solves the problem. Showcase how your solution is more effective. Stand out.

Step 3: Outline the Technical Framework

Provide an overview of the technical framework of the solution. Describe the technologies, infrastructure, or methodologies that enable it.

Step 4: Illustrate with Realistic Demonstration or Results from a Certified Test

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.

Proof of Concept in an AI-powered customer service solution could display how it reduced response time and improved customer satisfaction in a client’s business.

THE COMPLETE WHITE PAPER CHECKLIST (WITH EXAMPLES)

1. presentation format.

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.

Landscape –

2. Table of Content (TOC) or Outline

Subheadings –

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 browse and find specific parts of a document. You can easily skim through and locate the information you need. Page numbers are an added bonus.

Hyperlinked Table of Content –

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.

Visual Outline or Table of Content –

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.

3. One-Page Executive Summary

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.

2-column layout –

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.

Visuals and Text –

3-column layout –

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.

• Text, Text, and Text –

• Visuals, Text, and Text –

5. Bullet Points/Pointers

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.

6. Checklists

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 helps with efficiency, minimizes errors, and maintains consistency in completing tasks.

7. Brand Guideline

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.

8. Plain Text

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.

9. Watermark

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.

10. Background patterns

A background pattern is a repeating design or motif in the background of a document, image, or webpage. It adds visual interest and increases 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.

11. Highlight Key Datapoints

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 improves readability, making it easier to understand and analyze the information.

12. Customer Success Stories

Customer success stories show how customers have benefited from using a product or service. They provide real-life examples of solving a problem, improving business, or achieving success. They are typically shared through case studies, testimonials, or written narratives.

13. Customer Quotes

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.

14. Industry Expert quote

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 helps to refine the overall quality and trustworthiness of the work.

15. Results achieved

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 illustrate concrete benefits and positive impacts of their product or service by sharing the results achieved by customers.

16. Icons & Visuals

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.

17. Illustrations

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 attract and engage readers.

18. Product Screenshots

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.

19. General Research Statistics

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.

20. Survey Results

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.

21. Integrations with Other Apps

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.

22. Compliance Certification (such as ISO 9001)

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 show specific skills, qualifications, or memberships. Badges are commonly seen on websites, social media profiles, or digital platforms.

24. Establishing Authority

Establishing authority involves highlighting credentials, qualifications, and experience. It helps in gaining the trust and credibility of the target audience.

Social Proof using Logos –

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 (Author/ CEO) –

Signatures bring a personal touch and a sense of authenticity to a document. It illustrates the direct involvement and reinforces the entity’s expertise, credibility, and accountability for the presented information.

Social Proof with Reviews –

Social proof using reviews involves adding testimonials and positive feedback from customers or clients or review professionals. By including reviews in a document, the entity displays real-life experiences. It helps build trust and credibility.

25. Data Visualisation

Data visualization is the process of representing data through visual elements. It uses charts, graphs, or maps, for better understanding and analysis.

Timeline –

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.

Flowcharts –

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 –

Vertical bar charts, also known as column charts, are visual representations of data. They use vertical bars to emphasize 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 –

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 –

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 –

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.

Line Graph –

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 –

Comparative tables show 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.

26. Cover Page

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 –

Magazine-styled highlights on cover pages are visually appealing. They show 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 as background –

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 image as an element –

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 –

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 Pattern –

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 –

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.

With Author’s Photograph –

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.

Header –

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

27. “About Us” Section

The “About Us” section provides a brief overview of an organization or company. It shares details about their background, mission, values, and notable achievements

Ends with a 1 liner (Best practice: End with “Learn more at x.com“) –

Website Hyperlink –

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.

28. Social Profiles

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 CTA –

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.

Links to additional Resources –

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 the Website –

“Visit our website” is a direct call to action that invites readers to explore the website. it encourages readers to go to the website and get access to additional insights, articles, products, or services. The aim here is to increase engagement with readers.

Schedule a call or a demo –

“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 –

“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 –

“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.

• Full Feature –

• Contributor list –

Check if these elements are relevant to your company or your product while writing a whitepaper –

• Endnotes/Footnotes,
• Acknowledgments,
• Copyright Information,
• Disclaimers,

Summary: The White Paper Checklist 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 –

• Break the text into digestible chunks; use headers and bullet points where possible.
• Maintain a font size that is comfortable to read; 11-12pt is often suitable.
• Ensure appropriate line spacing for readability; 1.5 is usually a good choice.
• Use short, clear sentences and paragraphs. Aim for two to three sentences per paragraph.
• Write a compelling title and make sure the content delivers on its promise.
• Use active voice instead of passive voice for stronger writing.
• Avoid walls of text and excessively long sentences.
• Don’t use a font size too small that strains the reader’s eyes.
• Avoid having wide margins that waste space.
• Avoid misleading titles that don’t align with the content.

Infographics:

• Accurately visualize data.
• Use colors that align with your brand.
• Keep the design clean and simple to not overwhelm the reader.
• Don’t use incorrect or misleading data visualizations.
• Avoid complex designs that are hard to understand.

Table of Contents (TOC):

• Include short, clear headings (usually 5 words or less).
• Indent subheadings to indicate hierarchy.
• Include hyperlinks to corresponding sections for easy navigation.
• Avoid skipping the TOC; it’s essential for reader navigation.
• Don’t leave out hyperlinks.
• Avoid spreading the TOC across multiple pages.

Call To Action (CTA):

• Use visual buttons for your CTAs instead of just hyperlinking plain text.
• Qualify readers; your CTA should be relevant to the target audience.
• Tailor your CTA based on the marketing funnel stage the whitepaper targets.
• Keep a single, specific, actionable CTA.
• Avoid missing CTAs; they are vital for leading the reader to the next step.
• Don’t use generic or unqualified CTAs.
• Avoid multiple CTAs that can confuse the reader.
• Include social proof (testimonials, case studies, client logos, etc.).
• Provide links to your website and relevant social media platforms.
• Avoid missing the About Us section; it’s an opportunity to build trust and credibility.
• Don’t hyperlink videos; instead, guide readers to the platform where the video is hosted.

Cover Page:

• Ensure the subheading clearly indicates who the whitepaper is for.
• Customize the unfurl image dimensions for different platform sharing.
• Include your company logo at the top.
• Ensure there’s a contrast between the background and the title.
• Include the publishing date.
• Avoid placing the logo at the bottom of the page.
• Don’t make the logo too big or too small; it should be in balance with the title font size.
• Avoid a lack of contrast between the background and the title.
• Don’t forget to mention the publishing date.
• Use consistent branding throughout the whitepaper (colors, fonts, logos).
• Use high-quality images and graphics.
• Include page numbers for easy navigation.
• Avoid cluttered design; white space is essential for readability.
• Don’t use pixelated or low-quality images.

Proofreading:

• Proofread the whitepaper for spelling, grammar, and punctuation errors.
• Make sure all facts and figures are accurate.
• Don’t rush the proofreading process; it’s essential for maintaining a professional image.

20+ White Paper Examples (curated)

We handpicked and curated inspiring white paper samples from a variety of companies in different software and tech businesses. Each of the examples showcases unique strategies and styles. Have a look before you 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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How to Prepare a Paper Presentation

Last Updated: October 4, 2023 Fact Checked

This article was co-authored by Patrick Muñoz . Patrick is an internationally recognized Voice & Speech Coach, focusing on public speaking, vocal power, accent and dialects, accent reduction, voiceover, acting and speech therapy. He has worked with clients such as Penelope Cruz, Eva Longoria, and Roselyn Sanchez. He was voted LA's Favorite Voice and Dialect Coach by BACKSTAGE, is the voice and speech coach for Disney and Turner Classic Movies, and is a member of Voice and Speech Trainers Association. There are 9 references cited in this article, which can be found at the bottom of the page. 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 361,973 times.

A paper is bad enough, but presentations are even more nerve-wracking. You've got the writing down, but how do you turn it into a dynamic, informative, enjoyable presentation? Why, here's how!

Guidelines and Audience

• Know how long the speech must be.
• Know how many points you're required to cover.
• Know if you must include sources or visuals.

• If you're presenting to people you know, it'll be easy to know what to break down and what to gloss over. But if you're presenting to unknown stockholders or faculty, for instance, you need to know about them and their knowledge levels, too. You may have to break your paper down into its most basic concepts. Find out what you can about their backgrounds.

• Does the facility have a computer and projector screen?
• Is there a working WiFi connection?
• Is there a microphone? A podium?
• Is there someone who can assist you in working the equipment before your presentation?

Script and Visuals

• Only have one point per notecard -- that way you won't end up searching the notecard for your information. And don't forget to number the cards in case you get mixed up! And the points on your cards shouldn't match your paper; instead of regurgitating information, discuss why the key points of your paper are important or the different points of view on this topic within the field.

• As you go through this outline, remove any jargon if it may not be understood.

• If you won't have access to the proper technology, print visual aids on poster board or foam-core board.
• If using presentation software, use words sparingly, but enough to get your point across. Think in phrases (and pictures!), not sentences. Acronyms and abbreviations are okay on the screen, but when you talk, address them fully. And remember to use large fonts -- not everyone's vision is fantastic. [7] X Research source

• It's okay to be a bit repetitive. Emphasizing important ideas will enhance comprehension and recall. When you've gone full circle, cycle back to a previous point to lead your audience to the right conclusion.
• Minimize the unnecessary details (the procedure you had to go through, etc.) when highlighting the main ideas you want to relay. You don't want to overload your audience with fluff, forcing them to miss the important stuff.
• Show enthusiasm! A very boring topic can be made interesting if there is passion behind it.

Practice, Practice, and More Practice

• If you can grab a friend who you think has a similar knowledge level to your audience, all the better. They'll help you see what points are foggier to minds with less expertise on the topic.

• It'll also help you with volume. Some people get rather timid when in the spotlight. You may not be aware that you're not loud enough!

• Do the same with your conclusion. Thank everyone for their time and open the floor for any questions, if allowed.
• Make eye contact with people in the audience to help build your connection with them.

What Is The Best Way To Start a Presentation?

Community Q&A

• Most people get nervous while public speaking. [10] X Research source You are not alone. [11] X Trustworthy Source Mayo Clinic Educational website from one of the world's leading hospitals Go to source Thanks Helpful 0 Not Helpful 1
• Visual aids not only help the audience, but they can help jog your memory if you forget where you are in your presentation. Thanks Helpful 0 Not Helpful 0
• Rehearse in front of a mirror before your presentation. Thanks Helpful 0 Not Helpful 0

• Answer questions only if it is related to your presentation. Keep these to the end of your talk. Thanks Helpful 76 Not Helpful 14

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• ↑ https://theihs.org/blog/prepare-for-a-paper-presentation-at-an-academic-conference/
• ↑ https://writingcenter.unc.edu/conference-papers/
• ↑ https://www.ncsl.org/legislators-staff/legislative-staff/legislative-staff-coordinating-committee/tips-for-making-effective-powerpoint-presentations.aspx
• ↑ https://www.youtube.com/watch?v=4qZMPW5g-v8
• ↑ https://twp.duke.edu/sites/twp.duke.edu/files/file-attachments/paper-to-talk.original.pdf
• ↑ http://www.cs.swarthmore.edu/~newhall/presentation.html
• ↑ https://www.forbes.com/sites/georgebradt/2014/09/10/big-presentation-dont-do-it-have-a-conversation-instead/#6d56a3f23c4b
• ↑ https://www.psychologytoday.com/us/blog/smashing-the-brainblocks/201711/why-are-we-scared-public-speaking
• ↑ https://www.mayoclinic.org/diseases-conditions/specific-phobias/expert-answers/fear-of-public-speaking/faq-20058416

About This Article

To prepare a paper presentation, create an outline of your content, then write your script on note cards or slides using software like PowerPoint. Be sure to stick to one main point per card or slide! Next, design visual aids like graphics, charts, and bullet points to illustrate your content and help the audience follow along. Then, practice giving your presentation in front of friends and family until you feel ready to do it in class! For tips on creating an outline and organizing your information, read on! Did this summary help you? Yes No

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How to Make a “Good” Presentation “Great”

• Guy Kawasaki

Remember: Less is more.

A strong presentation is so much more than information pasted onto a series of slides with fancy backgrounds. Whether you’re pitching an idea, reporting market research, or sharing something else, a great presentation can give you a competitive advantage, and be a powerful tool when aiming to persuade, educate, or inspire others. Here are some unique elements that make a presentation stand out.

• Fonts: Sans Serif fonts such as Helvetica or Arial are preferred for their clean lines, which make them easy to digest at various sizes and distances. Limit the number of font styles to two: one for headings and another for body text, to avoid visual confusion or distractions.
• Colors: Colors can evoke emotions and highlight critical points, but their overuse can lead to a cluttered and confusing presentation. A limited palette of two to three main colors, complemented by a simple background, can help you draw attention to key elements without overwhelming the audience.
• Pictures: Pictures can communicate complex ideas quickly and memorably but choosing the right images is key. Images or pictures should be big (perhaps 20-25% of the page), bold, and have a clear purpose that complements the slide’s text.
• Layout: Don’t overcrowd your slides with too much information. When in doubt, adhere to the principle of simplicity, and aim for a clean and uncluttered layout with plenty of white space around text and images. Think phrases and bullets, not sentences.

As an intern or early career professional, chances are that you’ll be tasked with making or giving a presentation in the near future. Whether you’re pitching an idea, reporting market research, or sharing something else, a great presentation can give you a competitive advantage, and be a powerful tool when aiming to persuade, educate, or inspire others.

• Guy Kawasaki is the chief evangelist at Canva and was the former chief evangelist at Apple. Guy is the author of 16 books including Think Remarkable : 9 Paths to Transform Your Life and Make a Difference.

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WOOT '24 Instructions for Presenters

Website maintenance alert.

Due to scheduled maintenance on Wednesday, January 29, from 10:30 am–11:30 am Pacific Standard Time (UTC -8), the membership page may not be working as expected. We apologize for the inconvenience.

Due to scheduled maintenance, the USENIX website will not be available on Saturday, April 13, from 12:00 am–12:30 am Pacific Daylight Time (UTC-7). We apologize for the inconvenience.

If you are trying to register for NSDI '24 or register for PEPR '24 , please complete your registration before or after this time period.

These instructions are for authors of papers accepted for publication at the 18th USENIX WOOT Conference on Offensive Technologies (WOOT '24) . If you wish to submit a paper to, or deliver a talk at, another upcoming USENIX event, please review the open Calls for Papers and Calls for Participation for our upcoming USENIX conferences .

If you need an invitation letter to apply for a visa to attend the conference, please contact the Conference Department as soon as possible. Visa applications are reportedly taking more than two months to process. Please identify yourself as a presenter or an author, and include your mailing address in your email request.

Preparing Your Paper for Publication

• Coordinate with your paper shepherd if assigned one. Some papers might have an assigned shepherd who will review and approve your paper before the final submission. Please coordinate with your shepherd so they have time for the review, and so you have time to respond to their requests. Your designated shepherd is listed in the submissions system. If you are unsure who your shepherd is, please contact [email protected] .
• Final Papers deadline. A printable PDF of your final paper is due via the submissions system by Thursday, May 23, 2024 , for the practitioner track, and Thursday, May 30, 2024 , for the academic track. If you have questions, please contact the Production Department .
• Maximum page length. Final papers to the practitioner track should be in the form of a short paper, and no longer than 6 pages, excluding bibliography and appendices. Final papers to the academic track should be no longer than 13 pages, excluding bibliography and appendices.
• Paper format. Papers should be typeset in two-column format using 10-point type on 12-point (single-spaced) leading, in a text block 7" wide x 9" deep, with .33" inter-column space, formatted for 8.5" x 11" paper.
• Embed all fonts in your final paper PDF.
• Apply Optical Character Recognition (OCR) to your final PDF so it is searchable.
• Page numbers must be suppressed on your final paper PDF.
• Looking for templates? Templates and sample first pages (two-column format) for Microsoft Word and LaTeX are available on the USENIX templates page . Please ensure that your final paper is saved as a US letter-sized (8.5" x 11") PDF.
• Certify your final paper's title, author, and abstract in HotCRP. The final PDF's title and author information, including author order and affiliation, and the abstract, must exactly match the information entered into the HotCRP submission system. Please update the information in HotCRP as necessary, then check the certification checkbox. Please note: if you make any changes after you check the certification checkbox, you will need to check the box again.
• Sign the consent to publish form. Each author must sign a consent to publish form, which allows USENIX to publish the paper as well as any slides, audio, and/or video of your presentation. USENIX makes these freely available as part of our commitment to open access. Please review and e-sign the form . If you are the lead author, please be sure all of your co-authors sign a form as well.
• Use of images, audio, and video in your materials. It is very important that you secure permission to use copyright-protected materials in your slide deck, paper, presentation video, or any other materials used at our event or submitted for publication. Even when using an item with a Creative Commons license, you must read and comply with the terms of the license. USENIX receives copyright infringement notices from time to time, resulting from authors or speakers using copyright-protected materials without proper licensing or attribution. When this happens, we have to unpublish the work in question until/unless the issue is resolved. Licensing fees may be incurred, even when the work is unpublished , and USENIX will bill the author or speaker for any costs incurred. When possible, USENIX will refer the complainant directly to the author or speaker, who will be solely responsible for resolving the complaint.
• Embargo requests. All papers will be available online only to registered attendees before the conference. If your accepted paper should not be published prior to the event, please notify the Production Department . The papers will be made available online to the public beginning on the first day of the conference.

Preparing Your Paper Presentation

• Designate your paper presenter. The authors of each paper must designate one co-author to present the paper at the conference via the Presenter Information form provided by the program co-chairs in the acceptance notification email. The deadline to complete this form is Monday, July 22, 2024 . If the paper presenter changes before the event, you are responsible for notifying the Conference Department so they can confirm that the new presenter is registered for the event. This information is required to ensure that all WOOT '24 paper presenters are accounted for on the day of their presentation.
• Registration. Authors presenting their papers must register to attend the conference. Registration information will be available on the WOOT '24 website in May. Authors will also receive information about registration via email from the Conference Department. Please note: If the conference registration fee poses a financial hardship for the presenter of the refereed paper, the presenter must contact the Conference Department with a description of their circumstances.
• 1 LCD projector
• 1 wired lavalier microphone
• Cables and extension cords
• Presentation slides. Slides should be set up for a 16:9 aspect ratio. In order to make the content of your presentation available on the USENIX website immediately after the conference, please email a PDF of your slides to [email protected] as soon as possible after your presentation.

Instructions for Invited Speakers

• Registration. The Conference Department will contact you with instructions for registering for the conference online. All speakers must be registered to attend the conference.
• Sign the consent to publish form. All speakers must sign a consent to publish form, which allows USENIX to publish any slides, audio, and/or video of your presentation. USENIX makes these freely available as part of our commitment to open access. Please review and e-sign the form .

If you have questions about the instructions listed above, please contact the WOOT '24 Program Co-Chairs , Adam Doupé and Alyssa Milburn, or the USENIX Production Department .