Eugene
Struthers
How to write a whitepaper Informational Step-by-Step Guide
By Eugene Struthers
28 May 2023 Re: How to write a white paper
What is a Whitepaper?
A whitepaper is an authoritative and informative document, typically designed to address a specific issue, explore a subject in-depth, and offer a clear solution or analysis. While whitepapers are often used in business and technical fields, they can also be found in policy-making, academia, and any domain where complex issues need to be communicated to a professional audience.
Example: EcoTech wants to launch a new solar panel product designed for urban areas with limited roof space. They decide to write a whitepaper that explains the challenges of installing solar panels in dense urban environments and how their new product solves these issues. The whitepaper will educate readers about urban solar energy solutions and demonstrate EcoTech’s expertise in addressing the specific needs of city environments.
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Purpose: A whitepaper serves as a tool for sharing expert insights, educating readers, and demonstrating thought leadership on a particular issue. It provides a balanced examination of a problem, outlining existing challenges and proposing viable solutions backed by data and research.
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Tone and Style: Whitepapers maintain a formal tone, using technical language when necessary, but should avoid being overly academic or jargon-heavy unless the audience specifically expects that level of depth. The goal is to communicate clearly and effectively, especially when the audience may not be deeply familiar with the topic.
Key Characteristics of a Whitepaper:
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Authoritative and Informative: Whitepapers are designed to establish authority. This is why they often include in-depth research, data, and expert opinions to convince the reader of the validity of the solution or argument presented. The credibility of the whitepaper hinges on its reliance on verifiable facts.
Example:
The whitepaper includes data from studies on solar energy usage in urban environments, demonstrating EcoTech’s expertise by citing well-known renewable energy research and industry standards.
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Problem-Solution Format: A well-structured whitepaper typically begins with a clearly defined problem or challenge that is relevant to the target audience. After laying out the problem, the whitepaper introduces a solution, which may be a new product, a policy recommendation, or an innovative approach to the issue.
Example:
The whitepaper starts by outlining the problem: “In urban environments, limited roof space, shading, and zoning regulations often make solar panel installation difficult.” Then, it introduces EcoTech’s new solution: “EcoTech’s innovative solar panel system is designed to be more compact, efficient, and adaptable to urban rooftops, overcoming common space and shading issues.”
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Formal and Objective: Whitepapers are not promotional pieces or advertisements. The tone is formal, and the writing should be objective. It’s about presenting information and solutions with minimal bias—though the whitepaper can persuade readers of the effectiveness of a solution through data-driven arguments.
Example:
The tone is professional, using language like “Research has shown…” and “Data supports…” instead of making promotional claims. The aim is to provide factual, objective information, not to market the product directly.
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Length: Whitepapers can vary in length, typically between 6-20 pages. This length allows for a detailed discussion of the issue, supporting evidence, and proposed solutions while still being concise enough to be digestible. Some shorter whitepapers are called "position papers," while longer ones can dive deep into technical or regulatory details.
Example:
The whitepaper is 12 pages long, with in-depth analysis of urban solar challenges, case studies, and technical details about EcoTech's product.
Why Write a Whitepaper?
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Educate the Audience: Whitepapers are excellent tools for providing your target audience with in-depth knowledge about a specific topic. This could be to clarify complex concepts, demonstrate the value of a new technology or solution, or explore a novel approach to solving industry-wide challenges.
Example:
EcoTech writes the whitepaper to help property developers, city planners, and architects understand the challenges of solar installation in cities and learn about the innovative solutions they offer.
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Establish Thought Leadership: Writing a whitepaper allows you to position yourself or your organization as an authority on the subject. This is especially useful for companies or individuals looking to build credibility in their industry, demonstrate expertise, and influence key stakeholders or decision-makers.
Example:
By publishing detailed research on urban solar challenges and offering a novel solution, EcoTech positions itself as a leader in solar technology innovation for cities, enhancing its reputation as an expert in the renewable energy sector.
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Lead Generation: Whitepapers can also serve as lead-generation tools in marketing. By offering a valuable whitepaper in exchange for the reader’s contact information (email, phone number, etc.), organizations can attract potential customers or clients who are already interested in the subject matter.
Example:
The whitepaper is offered as a free downloadable resource on EcoTech's website. Visitors must provide their email address in exchange for access, allowing EcoTech to collect contact information for potential leads.
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Influence Decisions: Whitepapers can be persuasive. When you present facts, evidence, and actionable solutions, you may influence decision-makers to take specific actions, whether adopting a new technology, investing in a product, or implementing a policy change.
Example:
The whitepaper helps influence property developers and city officials to consider EcoTech's solar panels for future projects, showcasing the product’s benefits with concrete data.
Where and When to Use a Whitepaper?
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Where to Use:
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Corporate Websites: Most commonly, whitepapers are hosted on company websites as downloadable resources. Businesses may create landing pages specifically for whitepaper downloads to track engagement and convert visitors into leads.
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Conferences and Events: Whitepapers are often distributed at industry conferences and seminars, either in physical format or digitally, to attendees who want to delve deeper into a topic presented during the event.
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Email Campaigns: Offering a whitepaper as part of an email marketing campaign can provide value to potential customers, allowing the company to demonstrate expertise and nurture leads.
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Industry Journals and Research Platforms: Organizations may publish whitepapers in journals, trade publications, or on research-sharing platforms like ResearchGate, depending on the field.
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Where to Use: Example:
EcoTech hosts the whitepaper on their website and shares it in newsletters sent to their client list. They also distribute it at renewable energy conferences and on industry-specific forums to reach their target audience.
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When to Use:
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Introduction of New Solutions: When introducing a new product, service, or technology, a whitepaper can effectively explain the innovation, its potential impact, and why it’s a better option than existing solutions.
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When Tackling Complex Issues: Whitepapers are ideal for subjects that require a detailed explanation and are too complex for simpler content forms like blog posts or articles.
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When a Business Wants to Build Credibility: If you're looking to establish thought leadership or position your company as an expert, a whitepaper can be a useful resource.
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Policy Advocacy or Social Change: Government bodies or NGOs may use whitepapers to advocate for policy changes or outline the societal importance of certain issues, presenting data and research to influence decision-makers.
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When to Use: Example:
EcoTech releases the whitepaper right before a major trade show where they plan to present their new urban solar technology. This timing helps build anticipation and provides attendees with a resource to learn more about their product after the event.
Step-by-Step Process for Writing a Whitepaper:
1. Define Your Objective
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Clarifying Your Goal: The first step is to clarify what you want your whitepaper to achieve. Are you informing the reader about a topic, persuading them to adopt a new solution, or demonstrating how your company can solve a critical issue? Clearly define your primary objective and keep it focused throughout the writing process.
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Problem or Opportunity: Identify the central problem or opportunity that your whitepaper will address. This problem should be significant enough to interest your audience and require thoughtful analysis or a well-considered solution.
Example:
The goal of EcoTech’s whitepaper is to educate urban developers about the challenges of solar energy installation in cities and demonstrate how their new solar panel system can be a viable solution. The objective is not to directly sell the product but to inform and build awareness, laying the groundwork for future sales.
2. Understand Your Audience
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Audience Analysis: Take time to understand who your audience is. Are they industry professionals, decision-makers, or the general public? Knowing this will dictate the level of complexity of your language and the focus of your argument.
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Technical Audiences: If your audience consists of industry experts or highly technical professionals, your whitepaper can include complex data, jargon, and advanced concepts.
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Non-Technical Audiences: For a general audience or decision-makers who may not have specialized knowledge, keep the content clear, concise, and accessible.
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Challenges & Needs: Think about what challenges your audience is facing and how your whitepaper can solve those problems or meet their needs. Tailoring the whitepaper to these needs increases its effectiveness.
Example:
EcoTech’s audience includes urban planners, property developers, and architects. They likely have a technical understanding of building codes and energy systems but may not be experts in solar energy. The whitepaper should focus on how EcoTech’s product solves specific urban challenges and how it integrates into existing building systems.
3. Conduct Thorough Research
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Primary Research: Primary research includes original data you collect through surveys, interviews, or experiments. This type of research can be especially valuable when discussing new or emerging topics.
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Secondary Research: Secondary research involves reviewing existing literature, reports, case studies, and other resources relevant to your topic. Use trusted sources like academic journals, government publications, or industry reports to build a strong foundation for your argument.
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Data and Evidence: Every claim you make should be backed by evidence. Use statistics, case studies, and expert opinions to validate your points and make your whitepaper more persuasive.
Example:
EcoTech’s team conducts primary research by surveying urban developers and property managers to understand their challenges with solar installations. They also use secondary research from academic papers, industry reports, and case studies that highlight successful urban solar installations and common pitfalls.
4. Create an Outline
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Structure: Organizing your ideas in advance will ensure that the whitepaper flows logically and makes it easier to follow. The outline serves as a roadmap for the document, helping you stay focused and avoid unnecessary tangents.
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Introduction: This section should provide background information on the topic and introduce the problem at hand.
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Problem Statement: Elaborate on the specific issue or challenge you're addressing. Use evidence to support the significance of the problem.
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Solution: Provide your proposed solution, backed by data and examples. Explain how your solution addresses the problem more effectively than other alternatives.
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Conclusion: Summarize the main points and call for action if appropriate (e.g., adopting a new policy, investing in a solution, or considering further research).
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Example:
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Title Page – "Innovative Solar Solutions for Urban Areas: Overcoming Common Challenges"
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Abstract – Summary of the whitepaper’s main points: the problem of limited space for solar in cities and EcoTech’s innovative solution.
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Introduction – Overview of solar energy challenges in urban settings.
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Problem Statement – Urban challenges (limited roof space, shading, zoning).
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Solution/Analysis – EcoTech’s compact, efficient solar panel system and its benefits.
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Case Studies – Real examples of EcoTech’s technology in use in urban projects.
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Conclusion – Summary of key findings, benefits of EcoTech’s solution.
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References – Citing all the research studies, data, and sources used.
5. Write the Whitepaper
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Clarity and Precision: Use straightforward language, avoiding jargon unless absolutely necessary. Keep sentences and paragraphs clear and concise to maintain the reader’s attention.
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Flow: Make sure the whitepaper flows logically from one section to the next. Each part should build upon the last, guiding the reader through the argument without confusion.
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Support with Data: Integrate evidence and data throughout to back up your arguments. Data visualizations, such as graphs, charts, and tables, can be especially helpful here.
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Visuals: Add relevant images, diagrams, or infographics that can break up dense text and visually explain complex data or concepts.
Example:
EcoTech writes the whitepaper, keeping the language clear but technical enough to demonstrate the company’s expertise. The company introduces technical data, like the specific efficiency gains of their product compared to traditional panels, and uses graphs to show how their technology improves performance in shaded areas of cities.
6. Edit and Revise
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Initial Draft: Once you’ve written the first draft, set it aside for a day or two before revisiting it. This allows you to view it with fresh eyes.
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Review for Structure and Clarity: Look for any gaps in logic or areas where more explanation is needed. Ensure that each paragraph transitions smoothly to the next.
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Grammar and Style: Pay attention to grammar, punctuation, and style consistency. You may want to use grammar-checking tools like Grammarly or ask a colleague to review your work.
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Fact-checking: Ensure all your facts are accurate, especially if you're citing statistics or quoting research. Misleading or incorrect data will undermine the credibility of your whitepaper.
Example:
After writing the initial draft, EcoTech’s team revises the whitepaper for clarity and flow. They cut unnecessary jargon, refine the introduction to grab attention, and add a few more case studies to demonstrate real-world application. A technical expert reviews it for accuracy, and a marketing specialist checks it for readability.
7. Design the Document
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Professional Layout: The design of your whitepaper should reflect its authoritative and professional tone. Use a consistent layout with clear headings, bullet points, and a clean font to make the document easy to read.
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Use of Visuals: Including visual elements, like charts, graphs, or images, can help clarify complex ideas. Ensure that these visuals are directly relevant to the content and properly labeled.
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Branding: For businesses, ensure the whitepaper aligns with your brand’s visual identity. This includes using corporate colors, logos, and fonts where appropriate.
Example:
The design of the whitepaper includes EcoTech’s branding (logos, color scheme), with a clean, professional layout. Charts and images are added to break up the text and illustrate key points. The document is designed for both digital and print distribution, ensuring it’s visually appealing in both formats.
Challenges in Writing a Whitepaper:
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Time & Resources: Whitepapers require significant investment in terms of research, writing, and editing. This can be a challenge for smaller organizations or those with limited resources.
Example:
EcoTech struggles with the time commitment required to produce the whitepaper, as it involves research, writing, case study collection, and multiple rounds of revisions. However, they view it as an investment in thought leadership.
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Overloading the Reader with Data: A whitepaper should be data-rich, but it's important not to overwhelm the reader with too much technical information. Provide key insights and focus on making the data actionable.
Example:
EcoTech has to be careful not to overwhelm the reader with too many technical details. They focus on the most impactful data that demonstrates the effectiveness of their solution and use visuals to make the information digestible.
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Audience Engagement: Given the length and depth of whitepapers, it can be challenging to keep the reader engaged throughout. Strong writing, clear visuals, and a structured approach will help maintain interest.
Example:
Since whitepapers are long-form content, EcoTech ensures that their whitepaper is structured to maintain the reader’s attention by keeping sections concise, using bullet points, and including engaging visuals.
Tips for Writing a Great Whitepaper:
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Be Specific and Actionable: Avoid vague statements and instead offer clear, actionable solutions. Provide enough detail so the reader can understand exactly how to address the problem.
Example:
Instead of just saying "solar power is great for cities," EcoTech provides specific statistics, such as "Our technology increases energy efficiency by 30% in shaded areas compared to traditional panels."
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Tailor to Your Audience: Make sure the whitepaper addresses the specific needs and interests of your target audience. This can help boost its relevance and effectiveness.
Example:
EcoTech tailors the content to urban planners and developers by focusing on the practicalities of integrating solar technology into urban buildings, addressing concerns like structural weight limits and zoning regulations.
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Make It Engaging: Even though the tone is formal, try to keep the content engaging by using real-world examples, case studies, and anecdotes. This helps humanize the data and make it more relatable.
Example:
The whitepaper features case studies of cities that have successfully implemented urban solar solutions, providing real-world examples that the target audience can relate to and learn from.
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Clear Call to Action: End the whitepaper with a clear call to action. This could be a recommendation to adopt a solution, a request for feedback, or an invitation to discuss further.
Example:
The whitepaper ends with a clear call to action: "To learn more about how EcoTech’s solar solutions can help your urban projects, contact us for a free consultation or request a demo."
Examples of Whitepapers:
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Technology Example: A software company might publish a whitepaper on "How Artificial Intelligence is Reshaping the Customer Service Industry," explaining the evolution of AI technologies and their practical applications in customer service.
Example: Title: “Maximizing Solar Efficiency in Urban Environments” Example: A whitepaper by EcoTech detailing their new solar panel technology designed specifically for cities, highlighting case studies of installations in dense metropolitan areas.
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Healthcare Example: A pharmaceutical company could create a whitepaper explaining the potential benefits of a new treatment for a common chronic condition, supported by clinical trial data and expert commentary.
Example: Title: “Reducing Urban Carbon Footprints with Solar Power: A Guide for Property Developers” Example: A pharmaceutical company releases a whitepaper on how sustainable energy solutions, like solar power, can reduce a city’s carbon footprint, contributing to the health of the environment.
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Policy Example: A think tank might release a whitepaper exploring the economic impact of renewable energy adoption in developing countries, proposing policies for governments to consider.
Example: Title: “Urban Sustainability and Renewable Energy Policies: A Blueprint for Future Cities” Example: A think tank publishes a whitepaper discussing the policy changes necessary to promote solar power adoption in cities, aimed at municipal governments and urban planners.
By following these detailed steps and tips, you can produce a whitepaper that not only informs but also convinces and engages your target audience effectively.
Practical example:
Let’s take a look at a real-world example of a company using a whitepaper for business purposes. A well-known example comes from IBM and their whitepaper titled "The Future of Cloud Computing".
Practical Example: IBM's "The Future of Cloud Computing" Whitepaper
Company: IBM
Industry: Technology & Cloud Computing
Title: "The Future of Cloud Computing: A Vision for the Future"
Objective: IBM’s whitepaper on cloud computing was aimed at educating its target audience, which included businesses, IT professionals, and decision-makers, about the future of cloud technology. The goal was to position IBM as a thought leader in the cloud space and demonstrate how their cloud solutions could help businesses navigate digital transformation.
Key Characteristics:
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Authoritative and Informative:
IBM’s whitepaper includes research, expert opinions, and data from their own internal studies to establish themselves as authorities on cloud computing. The whitepaper provides a comprehensive analysis of cloud computing trends and predicts future innovations in the field. -
Problem-Solution Format:
The problem addressed in the whitepaper is the rapid pace of technological change and the challenges businesses face in adapting to new cloud technologies. IBM’s solution is to provide a roadmap for businesses to adopt cloud computing while ensuring they are future-proof. -
Formal and Objective:
The whitepaper maintains a formal, professional tone, with the language focusing on data-driven insights and case studies. There’s no overt sales pitch, just an objective explanation of how IBM’s offerings can help solve the problem at hand.
How IBM Used the Whitepaper:
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Educating the Audience:
The whitepaper aims to educate business leaders about how cloud computing is evolving, its potential benefits for various industries, and how companies can stay competitive in an increasingly digital world. IBM provides a roadmap for businesses to take advantage of these changes, positioning themselves as the expert in the cloud space. -
Establishing Thought Leadership:
IBM positions itself as a leader in the cloud market, demonstrating their long-standing expertise in cloud technology. By publishing this authoritative document, they highlight their innovative capabilities, allowing them to be seen as forward-thinking and reliable. -
Lead Generation:
The whitepaper is available for download on IBM’s website, typically in exchange for the reader’s contact information (such as an email address). This strategy helps IBM gather potential leads by targeting companies interested in cloud computing solutions. The whitepaper is often used as a tool in their email campaigns and content marketing efforts. -
Influencing Decisions:
Through the whitepaper, IBM not only informs but also persuades businesses to consider cloud solutions for digital transformation. By addressing common challenges and offering solutions, IBM nudges decision-makers toward adopting their cloud services.
Challenges IBM Addressed:
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Time & Resources:
IBM invested significant time and resources into producing this whitepaper, given the level of research and analysis involved in forecasting the future of cloud computing. However, they recognized the value of this investment in terms of enhancing their brand’s reputation and attracting potential clients. -
Overloading the Reader with Data:
While cloud computing is a highly technical topic, IBM ensured that the whitepaper balanced technical data with clear, accessible language. They included high-level insights and avoided overwhelming the reader with excessive jargon, making the document accessible to both technical and business audiences.
Tips for Writing a Great Whitepaper (from IBM’s Approach):
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Be Specific and Actionable:
IBM’s whitepaper doesn’t just talk about cloud computing in abstract terms. It provides concrete recommendations for businesses on how to adopt cloud strategies, ensuring the content is actionable. -
Tailor to Your Audience:
IBM tailored the whitepaper to meet the needs of business leaders and decision-makers, addressing the specific pain points they face, such as scalability, security, and cost efficiency, which are all important concerns when considering cloud adoption. -
Make It Engaging:
The document is not just a dry report. It includes real-world case studies from businesses that have successfully adopted IBM’s cloud services, making the whitepaper engaging by showing tangible results. -
Clear Call to Action:
At the end of the whitepaper, IBM includes a clear call to action, inviting readers to engage further by reaching out to IBM’s sales or consulting teams for personalized cloud solutions.
Results for IBM:
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Lead Generation:
By offering a valuable resource in exchange for contact details, IBM was able to generate leads for their cloud computing products and services. The whitepaper acted as a valuable touchpoint for potential clients in their sales funnel. -
Brand Recognition:
As a result of this whitepaper, IBM solidified its position as an industry leader in cloud computing and digital transformation, reinforcing its reputation among its target audience. -
Sales and Partnerships:
The whitepaper helped IBM secure new business and partnerships, particularly in sectors that were looking to adopt cloud solutions to modernize their operations.
Internal linking
1. Link "Whitepaper writing tips": Discover expert tips for writing a successful whitepaper that informs and engages your audience.
2. Link "How to create a whitepaper for business": Learn how to create a business whitepaper that positions your company as a thought leader.
3. Link "Best tools for writing a whitepaper": Explore the best tools for crafting a whitepaper that stands out and drives results.
4. Link "Tips for writing an effective whitepaper": Learn the essential strategies for writing a compelling whitepaper that captures attention and drives engagement.
Summary:
IBM’s "The Future of Cloud Computing" whitepaper is a great example of how a well-crafted whitepaper can serve multiple business purposes: educating an audience, establishing thought leadership, generating leads, and influencing business decisions. It highlights the value of thorough research, clear communication, and providing actionable insights that resonate with the needs of the target audience.
This whitepaper not only served as a content marketing piece but also as a strategic tool for IBM to drive business growth and strengthen its market position in the competitive cloud industry.
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Eugene Struthers creates engaging SEO web copywriting content that helps businesses find their voice, spread their message and tell their story. Eugene’s mission is to create eye catching copywriting content that converts visitors into your loyal customers.
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