Writing a white paper is an excellent way to generate more leads for your business. Users who read your white paper are looking for technical information and case studies about your product.
That's why it's important to do your research and present your information clearly. We have created a helpful guide to how you can do just that with your next white paper.
Did you know that over 40% of sales professionals consider prospecting the most difficult part of the sales process? (Source: Contact Info)
By having white papers easily accessible on your website, you eliminate the need to use technical jargon to explain your product to customers.
This way, your sales team can have a real, human conversation first, redirecting the user to the white paper later.
What to Consider Before You Start
The two most important things to consider before starting a white paper is:
-
How you will structure it
-
Who it is aimed at
As for structure, we recommend:
| Title Page | Example: “Solving Data Security Challenges in Cloud Computing”. |
| Executive Summary | Summarization of the problem or topic (see types of white papers below) |
| Introduction | Example: “This white paper explores the growing challenges in data security faced by companies transitioning to cloud-based systems.” |
| Problem Analysis | Here you can include your case studies (if available). |
| Solution/Approach | List your companies strategies and processes along with any data to support it. |
| Challenges & Considerations | |
| Conclusion | |
| References or Citations |
Establish the Type of White Paper
A white paper is not so different from any other type of research publication. However, even within these texts there are some differences to consider.
You may want to think about your white papers in three different categories:
- Company White Paper
-
Problem-Solver White Paper
-
Industry White Paper
Before you can get started with any writing, you need to collect data. This can either be through research journals, published studies by other major players or third-party websites (we don't recommend this as much).
These different types will cover all the most important information that your users are looking for. Follow along to learn the basics of how to write each of these.
Company White Paper
This type of white paper will be focussed on promoting your company and thereby its product.
Some examples of what to include:
-
Your sales data for the last 3-5 years
-
ROI for investors or affiliates
-
Breakthroughs in research innovation
-
Customer satisfaction
Problem-Solver White Paper
Sometimes your users will have a specific question or concern about your product. To answer this, you can:
-
Outline a guide
-
Include useful tips for troubleshooting
-
Provide an update if the issue is a bug/production issue that's since been resolved
Industry White Paper
This type of white paper is most commonly found in the publications of big players in each industry. For example, Deloitte's studies that cover things like "The State of the US Consumer".
For these, you will need to be very specific about which countries you are including and what age range/demographics are being focussed on. You may also want to include the year in your title or the years over which the findings were gleaned.
You would typically cover:
-
Trends from the past 1-5 years (depending on the timeline)
-
How this is affecting certain user groups
-
Which demographics stand out
-
Why it has an impact globally
How Can I Make My White Paper More Interesting?
It can be overwhelming for readers to digest an entire document full of statistics without reprieve. You can combat this by incorporating:
How to Add Images to a PDF
So you have created your white paper or you are revamping one but it's already in PDF format – no problem. Here's how to add images and infographics after-the-fact:
Step 1: Download PDF Reader Pro
Step 2: Open Your PDF
Click "Open File" on the left-hand side.
Step 3: Click "Edit PDF"
Choose "Add Image" from the toolbar.
Step 4: Click to Place Image
Adjust the image using the highlighted edges.
White Papers: FAQ
Still got some unresolved questions about the writing process? Here are some points others in your position raised:
1. What’s the Difference Between a White Paper and a Case Study?
A white paper is more focused on educating and solving a problem based on research while a case-study will provide real-life examples to show how a solution has been successfully implemented.
2. Who Should Write a White Paper?
Professionals with expertise in the topic to ensure credibility and depth or writers who can use the data gather by these experts and present it in an accessible way.
3. How Long Should a White Paper Be?
A white paper should be between 6 and 12 pages, depending on the complexity of the topic and the level of detail required.
Did you find this blog helpful? You can access more useful guides about the latest software through our blog.
