How to Write a White Paper?
What Is a White Paper?
A white paper is a type of document that is meant to share relevant information on a specific problem or topic. For instance, analyses of industry trends, sharing statistics, explanations of some processes, and many other things. Or it can be a report devoted to a problem; it represents the author’s point of view or ways of solving it.
A white paper is often a great marketing tool. It helps to persuade potential users to get more information about a product, service, or platform, which boosts sales. Though one should keep in mind that marketing materials and white papers are not the same. They should be written differently. Marketing materials are meant to attract the attention of potential customers and white papers are meant to be more academic.
Types of white papers:
- Numbered lists — are lists that represent key features or benefits of a product.
- Solution papers — tell potential customers what features of a product can solve this or that problem.
- Backgrounders — describe detailed technical features and properties. Are meant to tell about complicated things in a simple way.
It is not uncommon when white papers are created for the B2B segment as they are a great way to persuade a company that a product or service is trustworthy. Here whitepapers tell about the technical features of a product, offer tips on use, or represent the best ways to use a product to meet the needs of a company.
The main purposes of creating a white paper:
- Increasing sales
- Creating a trustworthy image of a product
- Getting more leads
Tips to Write a White Paper
Writing a white paper is like writing any other type of document — you need to follow particular steps to get good results.
Here are the things you’ve got to keep in mind:
- Conduct research. To prepare reliable content, you need to find credible sources of information, check other documents on the topic, get in touch with experts.
- Define your audience. There is a great difference between writing for experts and non-experts. You should clearly understand what your audience needs to know and what language it uses.
- Choose the best format. The information should be organized in a clear and logical way. It is a good idea to use visuals: screenshots, images, tables, and even videos in case of online documentation.
- Create value. A white paper is a good opportunity to demonstrate your company’s expertise and reliability. All that attracts customers. You can add tips and some useful information on how a particular challenge can be eliminated.
A white paper can create credibility. Customers want to see experiences. That’s what makes them choose the product that you are telling them about. Make sure your white paper is carefully thought out and gives readers real value.
