Winning Strategies: How to Write and Format a White Paper

As much as we love a short and sweet blog post here at Wordsmithie, we know not everything can be summed up in 500 to 1,000 words. That’s where a white paper comes in—longer but with a purpose. 

By delving deeper into a topic, white papers inform readers about an industry problem, detailed research and analysis, or important technical details about your products and services. This valuable information lets you build credibility with readers and position yourself as a thought leader, which can ultimately help you influence the decision-making process. What’s more, you can gate off white papers to generate leads, exchanging informative content for potential customer contact info.

If the technical nature and overwhelming length of whitepapers have been holding you back, fret not: We’ve put together a step-by-step guide for writing and formatting a white paper that provides value to your audience. 

What are white papers?

First, the basics: White papers are authoritative, in-depth reports. They can address a specific problem and offer solutions, summarize research, or detail your product specifications and methodology. The goal is to educate readers through a deep dive into a particular topic, and they generally run around 2,500 to 5,000 words in order to pack in maximum value. Far more technical than a blog post, white papers often include original research and statistics, as well as data visualizations, like charts and graphs.

What is white paper marketing?

In the past, white papers were mainly used by organizations that needed to summarize large amounts of research—think governmental organizations, consultancies, and NGOs. But, with the advent of content marketing, white papers took on a new purpose. Today, they’re used across industries, not only to educate potential customers but to establish your business as an industry expert and generate leads.

Your step-by-step guide to crafting a white paper

With so much information to slog through in creating a white paper, a structured approach can make the whole process less daunting. 

1. Choose your topic

Are you aiming to inform, persuade, or solve a problem? Whatever your purpose, do a bit of research to help you choose a topic that hasn’t been addressed time and time again (at least not in great detail) to garner your white paper attention—and higher search rankings. The examples shared in the next section offer a few unique ideas to guide you.

2. Define your audience

Of course, your white paper needs to resonate with readers, and that begins with understanding your target audience. Consider their knowledge level, pain points, and what they seek to gain from a white paper. 

3. Do your research

Whether you’re gathering industry data or sharing original findings, make sure that your research comes from reputable sources. You can incorporate statistics, case studies, and expert opinions to back up your points and build trust with your readers.

4. Create a structured outline

With so much content to share, you’ll want to chart your course before you begin writing. A typical white paper structure includes the following:

• Title page with a captivating title, subtitle, author, and date
• Abstract with a brief summary of the content
• Introduction explaining the topic and its relevance
• In-depth analysis of the issue at hand
• Solution to any problem presented
• Conclusion recapping key points and ending with a call to action
• References citing all sources 

5. Write to engage and add value

Any lengthy content needs to keep readers’ attention, and that means providing them with plenty of interesting information. Rather than overtly promoting your business, focus on providing real value to your audience to keep readers engaged while building your authority as a thought leader.

6. Format for readability

To make your white paper visually appealing, break up text with subheadings, bullet points, and strategically used white space. You should also include relevant graphics and data visualizations when possible.

7. Review and revise

In addition to thoroughly proofreading your document, circulate it to other members of your organization to get their feedback. Revisions are key to refining your arguments, so don’t be afraid to fine-tune your white paper multiple times. 

8. Gain visibility

After all the work of creating a white paper, don’t let it collect dust in the depths of your website. Rather, promote it across your digital marketing channels, like social media and email newsletters, and on third-party platforms, including industry blogs and white paper directories.

Successful white paper examples

Need some inspiration? Here are a few examples of informative, engaging white papers:

• Snapchat’s “The Friendship Report 2020”: We produced this one for Snapchat, during the height of the COVID-19 pandemic, sharing insights on maintaining friendships and staying connected amid social distancing protocols. It includes original research and expert analysis.
  
• Siemens’ “Better Food and Beverage Manufacturing”: Siemens created this white paper to help food and beverage manufacturers improve production. It references well-researched case studies to discuss how digital technologies can drive cost-efficiency and beverage customization.
  
• Founders Intelligence’s “Accelerating Diversity – Building Stronger Founder Ecosystems”: This strikingly-designed white paper addresses inequalities within the tech industry with a clear problem-solution format that includes thorough research and quotes from thought leaders.

Leveraging artificial intelligence content marketing

Even with the steps laid out for you, a whitepaper is still a major undertaking. Today’s generative AI tools can help take some of the pressure off. While we don’t recommend letting AI write a whitepaper for you on its own, it can certainly assist. Consider using it for research and data analysis, to identify trending topics, or to optimize your content for search engines. You can even ask genAI tools to outline your content or generate a first draft. Just be sure to check and double check all content for accuracy, and tweak the tone to ensure your white paper sounds, well, human.

With clear steps to follow, successful examples to inspire you, and possibly a little help from AI, you can craft compelling white papers that educate readers, establish your organization as a thought leader, and drive engagement with your target audience.