Whitepaper examples: In 9+ easy steps to a convincing whitepaper (2023)

Are you looking for white paper examples to add to your content marketing strategy? Do you want to get better leads, boost your B2B marketing and improve your ROI?


The best brands and companies around the world share relevant, fact-based content and effective solutions with their audience. And a white paper is a powerful way to do that.

But creating a white paper from scratch can be a daunting task, especially if you've never created a white paper before. Good?

No problem. This post will walk you step-by-step through creating a compelling white paper to showcase your expertise and get it to the people who really need to see it.

We'll guide you from start to finish, from research to distribution, and help you become a white paper expert!


Let's start with this document!

Whitepaper examples: In 9+ easy steps to a convincing whitepaper (1)

What is a white paper? ...

A white paper is an informational document that highlights your specific business solution, feature, or service. It builds trust with readers, introduces you to potential customers, and makes your sales strategy more productive.

The British government first used the term 'White Paper' as the writer, traveller, archaeologist and political officialGertrud Campanapresented his report "Review of the Civil Administration of Mesopotamia" in 1920.

The general public began using the term when governments switched to color-coding paper for document distribution. Whitepaper documents were publicly available.

In the early 1990s, the term "white paper" began to be applied to documents used as sales or marketing tools.

While early white papers were information-heavy, today's white papers are much simpler and easier to read.

... And why do you need one?

Rarely is a business-to-business (B2B) customer ready to buy after reading a tweet on social media or seeing a short video ad. B2B customers want more. You need strong, even actionable content to show them why they need it now.

Michael Stelzner, author deWhite Paper Writing: How to engage and keep readers engagedHe says: "The fundamental strength of the white paper is based on this premise: if you give readers something of value, they will give you their loyalty and ultimately their business."

AccordinglyContent Preferences Report 2022 on Demand Generation62% of respondents said they interacted with three to seven pieces of content before making a purchase. Most buyers also spend five to 30 minutes reviewing content. And for 52%, the preferred content is white paper.

as part of yourContent Marketing Strategy, White Papers help you create thought leadership, generate leads,Expand email lists, inform or persuade readers or set up a business case.

The 6 basic types of white papers

There are six basic types of white papers that you can choose based on your goals and industry.

1. The Thought Leadership White Paper

Whitepaper examples: In 9+ easy steps to a convincing whitepaper (2)

key points

See:Coming from a top subject matter expert, it makes you sound like an authority.

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That makes:It shows your opinion on a topic that is currently relevant in your industry.

How to write it:Inspire and encourage people to see the problem differently, your way.

2. The Educational White Paper

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key points

See:Teach your audience something new.

That makes:Share useful information, e.g. B. how to do something, or provide detailed insight into a specific problem.

How to write it:Make it clear and easy to understand, using reliable sources of information or your own internal research.

3. The Market Research White Paper

Whitepaper examples: In 9+ easy steps to a convincing whitepaper (4)

key points

See:It uses its own research data to educate its audience, highlighting its thought leadership while also serving as a PR tool.

That makes:It presents research data graphically or in detail and offers analysis.

how to write it: Present them as raw data and analysis, or use them to support your argument on a specific topic.

4. The Troubleshooting White Paper

Whitepaper examples: In 9+ easy steps to a convincing whitepaper (5)

key points

See:Help solve your readers' pain points.

That makes:He presents his unique step-by-step approach to solving a problem and shares his company's core values, process and methodology.

How to write it:Encourage and persuade readers to approach problems from a different perspective. Your writing should be authoritative, credible, and believable.

5. The technical white paper

Whitepaper examples: In 9+ easy steps to a convincing whitepaper (6)

key points

See:Offer an in-depth analysis of your product or technical solution, or discuss a specific type of technology.

That makes:Provide your audience with information about your technology product or service through customer case studies. It can also help you build relationships with tech influencers.

How to write it:Write around a specific process, build your business case for implementing the technology, and then describe how you're applying the technology.

6. The Visionary White Paper

Whitepaper examples: In 9+ easy steps to a convincing whitepaper (7)

key points

See:It shows that you will be a trusted long-term partner for your audience.

That makes:Present your innovative ideas for the future of your industry or technology.

How to write it:Present your well thought-out, reality-based point of view by citing credible sources and scholarly articles and using storytelling mode.

10 easy steps to writing a technical report

Whitepaper examples: In 9+ easy steps to a convincing whitepaper (8)

This is where the rubber meets the road...

1. Determine your target audience

understanding of yourpublicis the key to a successful white paper. Use your customer persona or create a quick poll withresearch monkey,JotForm, Öquestion per. If you do this in advance, a search can save you a lot of worry, time, and frustration.

(Video) DIY Mini Notebook One Sheet Of Paper | Paper Craft With White Paper

Here are some tips to increase your survey response rate:

  • Aim for an accessible population. InMarketing B2B, which includes your email list of potential customers and clients. (As long as it's not targeting 18- to 24-year-old males who play video games, it's worth its weight in gold.)
  • Personalize the email with the respondents' names and communicate as much as possible about the purpose of the survey.
  • Keep the survey short, to the point, and provide multiple choice answers. The less time it takes to fill it out, the more likely you are to get a response.

Knowing your audience's pain points simplifies your next step.

2. Choose an attractive topic

It is important that the topic interests your readers. If it's not relevant or engaging, you won't get the results you expect.

When choosing your topic, consider if there is an important insight or aspect of your industry that is not well covered. Or would you like to share essential elements of your company that offer real added value?

Whatever the topic, choose one that you know well. Make sure you have the knowledge, sources and evidence to back this up.

3. Format your white paper

Then choose the format of your white paper. There are three basic formats: briefing documents, bulleted/numbered lists, and problem/solution documents.

These formats help create shorter reports, ideal for today's electronic formats (PDF orinteractive) White paper:

  • Background describes a new product, service or vision. They simplify complex information or ideas in a simple way. A good choice for thought leaders, white papers, educational and visionary white papers.
  • Bulleted/numbered lists are organized around the main points of a given topic. They use headings and bullet points to share information in small chunks. Works well in market research, white papers and visionaries.
  • Problem/solution documents or special reports are intended for decision makers looking for solutions that will impact their bottom line. Ideal for innovative and visionary white papers.

Once you've decided how you want to present your information, you need an outline to help organize it.

4. Write an outline

These are the basic elements of a white paper scheme. Be sure to use subheadings for easier reading and understanding:

Executive Summary/Summary/Introduction

  • This is a brief summary of the main points of the whitepaper. It tells readers that the document is relevant to their needs.

representation of the problem

  • Explain the problem the document addresses. The problem must be clearly defined and put into a structure that the reader can understand.


  • It gives the reader context to understand the problem and solution. If you are doing original research, explain how you gathered the information.


  • Present your solution or analysis. Present your argument/approach and/or your company's experience here.


  • Summarizes the main conclusions and recommendations of the report.


  • All fonts used for the white paper should be added to this section. Citations increase credibility and allow the reader to do further research.
  • UseMLAÖaccess pointAMake appointments according to the industry.

Now is the time to gather insights and data to create intelligent, value-driven content.

5. Do your research

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Be meticulous. Use internal and external sources for your white paper. The more information you collect, the more useful and unique your content will be.

Here are some ways to conduct research for your white paper:

Find credible sources and investigate

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  • Read magazines, reports and white papers on the topic. Reading can help you find unique approaches and gaps in content that your report can address.
  • Special credit offers by name.
  • Keep all your research material in one folder on your computer.

Conduct interviews with industry experts.

  • To find people talking about your topic, use a tool likeBuzzsumo. You can also contact professional associations, academic institutions or tryshortcutmiVON.
  • Make a list of names and use contact tools such asresponderÖPitchBoxcontact via email.
  • Conduct interviews in any format your interviewee is comfortable with, such as B. a Zoom call, a personal meeting or a written questionnaire.

check all

  • Don't skip this step. Check any information you receive, whether it has been previously published or is from your interviews.
  • There are a fewOnline-ToolsJournalists and subject matter experts use it regularly to check their research.

6. Create a meaningful title

Next, you want to come up with a great title for your white paper. Remember,HalterYou need to evoke a reaction, especially to read your white paper.

A great title is required. When creating it, consider your reason for writing and your audience's pain points.

Keep it simple, concise and to the point. Carryactive verbsand a clear advantage for your audience.

7. Pack it with useful information

A white paper shows your company's expertise in your field. You must provide valuable information, e.g. B. Useful ideas on how to do something or how to solve a problem.

After reading your white paper, readers need to know that you are a trusted source of expert information. And decision-makers are more likely to buy from companies they trust.

8. Make a great intro and wrap it up

Be concise and engaging when writing the introduction. He presents the main facts of the report but not the details. Explain why you wrote the whitepaper and what you think readers will take away from it.

Your conclusion should match your presentation so people remember why they read the report in the first place. Add a call-to-action (CTA) to initiate a specific behavior or request more information.

9. Write like a human

Write to your readers as if you were having a conversation.

Explain things in a way that everyone can understand. Use clear and concise language, avoid technical jargon, and structure your white paper into readable sections.

10. Mistakes to avoid

Here are some mistakes to avoid when creating your white paper:

Too "sold" to be

  • A white paper is not a prospectus. The tone should be informative and factual rather than promotional.

do not mind

  • Include reference links in your white paper. They connect readers to more information and help increase your credibility with Google.

Don't optimize for search

  • For better Search Engine Optimization (SEO), add keywords and links to your website to improve your search engine rankings.

lack of effective advertising

  • You should promote your white paper where you think it will generate interest. (More on that later).

How to optimize your design

Whitepaper examples: In 9+ easy steps to a convincing whitepaper (10)

Whether your white paper is in PDF format or interactive, design is an important element in engaging your audience.

Here are some tips for creating a great white paper design:

First page

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  • Use your cover to give your reader real information about the content.


  • Use high-quality images to provide visual context for your writing.


  • Use headings and subheadings to break up large blocks of text, and use graphics between paragraphs. Add columns for long pieces of text.


  • Use consistent design elements like fonts and colors throughout your document, but vary how you use them to engage readers.


  • Use infographics to illustrate key facts and statistics or conclusions.


  • Use bullet points to summarize key points after explaining a big idea.

Take away food

  • Use a text box or other visual aids to highlight your topics and grab the reader's attention. Readers should be able to quickly identify the main points on each page.

Design not your thing? No problem! Even if you can't use Adobe InDesign, there are plenty of websites online with inexpensive automated templates for technical documents.

Promotion of your white paper

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White papers help you to highlight your products or services and deliver real added value. But no one benefits if no one knows.

So, the first step to getting results is knowing how to promote your white paper.

Here are some suggestions to get you started:

Channels you own and control


  • They arelanding pageYou must clearly explain the benefits of your white paper. And the shorter the application form, the better.
  • create contiguousblog entriesor turn the summary into a blog post and add links.
  • Send test emails to subscribers before publishing. Add links to yours after postingInformative report, email signature and autoresponder.

social media

  • Teaser postsocial mediabefore and after publication. Create a series of posts on different parts of your white paper.
  • Post in online forums such asReddit, LinkedInQuote.
  • Write a supplemental article and post it on LinkedIn orMediOfMetroand add a link to the full report.

The Channels You Deserve (ed)

press and media

  • Reach out to industry media for an interview and in return offer exclusive rights to the results before publication.
  • Leverage your relationships with network members, channel partners and industry influencersGuest blogon your website(s) with a link to your report.
  • Send press releases and the report to journalists and analysts.

The channels you pay for

Advertisements and Sales

  • If there are specific terms/keywords that industry insiders are searching for, try GooglePay-per-Click(CPC) indicator.
  • If certain websites appeal to your audience, run a display ad to drive potential customers to your landing page.
  • There are several outlets such asmarket strength,technological republic, Ofanventwho offer free and pay-per-lead plans to promote their white papers.

Don't Get Lost: White Paper Examples Made Simple

Whitepaper examples: In 9+ easy steps to a convincing whitepaper (12)

The thought of writing a white paper can certainly be daunting. But we'll show you some great white paper examples and walk you through the steps to write your own.

Why are you still sitting there? Follow the steps and get started today.

Pick an awesome, relevant topic that your audience will love and research it thoroughly. Create your outline and write like a human.

And look here... You've become a white paper wizard.

And all your new customers love you!

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Also the.

Spread some of that magic!


What is a whitepaper example? ›

Examples of Whitepapers often include charts, graphs, tables, and other ways of visualizing data that go into creating a whitepaper. The term “white papers” originated in England as government-issued documents.

What makes a good whitepaper? ›

A good white paper is more about using a collection of facts to provide solutions to audiences' problems than an advertising platform. You can use a white paper to position yourself as an industry expert with insights to help your readers. It is, therefore, important that your paper offers great value.

What is the checklist for white paper? ›

Every white paper should have a cover, title page, introduction, and conclusion. If your white paper is longer and has many sections, it's wise to include a table of contents, too.

How long should a whitepaper be? ›

White papers are often 6-8 pages long, but they can be longer or shorter depending upon the topic (and assignment instructions- when in doubt, check with your instructor). An introduction is helpful for busy readers. Summarize the main points in case the reader does not read the entire document.

What is a simple definition of a white paper? ›

A white paper is an authoritative, research-based document that presents information, expert analysis and an organization or author's insight into a topic or solution to a problem.

How do you make beautiful white paper? ›

6 Steps for Designing a Stunning White Paper
  1. Navigating the contradiction. ...
  2. Set goals and objectives. ...
  3. Define your editorial approach. ...
  4. Consider design from the beginning. ...
  5. Engage readers with personalization and multimedia. ...
  6. Go easy on your reader's eyes. ...
  7. Analyze, learn, adjust, and repeat. ...
  8. Conclusion.

How do you write a paper for beginners? ›

How to Write a Research Paper | A Beginner's Guide
  1. Understand the assignment.
  2. Choose a research paper topic.
  3. Conduct preliminary research.
  4. Develop a thesis statement.
  5. Create a research paper outline.
  6. Write a first draft of the research paper.
  7. Write the introduction.
  8. Write a compelling body of text.

How to write a paper step by step? ›

Writing a Paper
  1. Understand Your Assignment. Prepare. Identify the purpose or goal of your assignment: Why are you writing this paper? ...
  2. Brainstorm. Think and Decide. ...
  3. Research, if needed. Find Information. ...
  4. Outline. Review Information and Organize. ...
  5. Draft. Write. ...
  6. Revise. Make it Better. ...
  7. Edit & Proofread. Make it Correct.

What are the five principles of the white paper? ›

Such a system must be founded on equity and non-discrimination, it must respect diversity, it must honour learning and strive for excellence, it must be owned and cared for by the communities and stakeholders it serves, and it must use all the resources available to it in the most effective manner possible.

Which four are essential components of a white paper? ›

The 4 parts of a white paper
  • Introduction. A white paper begins with an intro. ...
  • Problem. The next step is to show the reader you understand their problem. ...
  • Solution. With a problem defined, you leave the reader craving a solution. ...
  • Conclusion.
Aug 5, 2022

What is the weakness of white paper? ›

White Paper Cons:

White papers can be perceived as dry and boring. Effective white papers are loaded with data, research and statistics. You need to speak your buyer's language.

What is a white paper strategy? ›

A white paper content marketing strategy can help your brand reach new heights. What is a white paper? A white paper is an influential, reliable presentation of comprehensive information on a particular topic that provides a solution. The information is depicted in a clear and concise voice.

How do you organize a white paper? ›

The following are general guidelines on organizing a white paper.
  1. Introduction / Summary. It is a good idea to provide a summary at the beginning of the paper in order to have busy readers quickly grasp the main point.
  2. Background / Problems. ...
  3. Solution. ...
  4. Advertisement. ...
  5. Conclusion. ...
  6. Works Cited.

What are the colors of white paper? ›

The paper industry (it's not us, I swear) categorizes paper into 3 paper shades referred to as: True White, Blue White and Cream White. True White paper contains no Optical Brighteners (OBA's) and its shade is affected by bleaching, pulp and manufacturing processes.

Are white papers difficult to write? ›

Writing white papers is not rocket science most of the time. But it does take time, skill, and a few dedicated resources to produce a paper valuable for your customers and prospects. It also takes planning, often more than you expect and sometimes more than you want to devote.

What is the primary purpose of a white paper? ›

A white paper is a research-based report which offers a focused description of a complex topic and presents the point of view of the author or body represented by the author. The purpose of a white paper is to give readers understanding of an issue, which in turn helps them solve a problem or make a decision.

What is another phrase for white paper? ›

On this page you'll find 4 synonyms, antonyms, and words related to white paper, such as: command paper, position paper, state paper, and white book.

What is the difference between a paper and a white paper? ›

A whitepaper is longer and covers a topic in more detail. It gives an in-depth view, and can often include more research. According to DemandGen Report, in the past 12 months B2B buyers used whitepapers to make 82% of their purchasing decisions. So even though they take more work, they're often worth it.

What colors are easiest to read on white paper? ›

Light yellow and light blue were found to be the paper colors that were the easiest to read off of. It could easily be read in all lighting conditions, and the effectiveness of the colors weren't diminished if someone wore tinted glasses (like I do).

What turns white paper yellow? ›

With paper, it all comes back to the fact that it's made from wood, which contains the substance lignin. When the molecules responsible for color (chromophores) in lignin are exposed to air and sunlight, they become less stable, causing them to absorb more light, gradually darkening the paper from white to yellow.

How do you write a good first sentence in a paper? ›

Avoid long, dense sentences—start with something clear, concise and catchy that will spark your reader's curiosity. The hook should lead the reader into your essay, giving a sense of the topic you're writing about and why it's interesting. Avoid overly broad claims or plain statements of fact.

What is the easiest paper format? ›

MLA Essay Format

MLA is often the style teachers prefer their students to use because it has simple, clear rules to follow without extraneous inclusions often not needed for school papers.

How do you start a sentence in a paper? ›

Sentence starters ease the transition from explaining the big picture to showing those same ideas at work in the real world.
  1. For example . . .
  2. For instance . . .
  3. To illustrate . . .
  4. Specifically . . .
  5. We can see this in . . .
  6. This is evidenced by . . .
  7. Consider the [case/example] of . . .
Jun 2, 2022

What are the three stages of writing a paper? ›

Writing is a process that can be divided into three stages: Pre-writing, drafting and the final revising stage which includes editing and proofreading.

What are the 7 steps of the writing process? ›

The writing process, according to the EEF's ​'Improving Literacy In Key Stage 2' guidance report, can be broken down into 7 stages: Planning, Drafting, Sharing, Evaluating,Revising, Editing and Publishing.

What are the 7 principles list? ›

The 7 Principles
  • Principle 1: Equitable Use.
  • Principle 2: Flexibility in Use.
  • Principle 3: Simple and Intuitive Use.
  • Principle 4: Perceptible Information.
  • Principle 5: Tolerance for Error.
  • Principle 6: Low Physical Effort.
  • Principle 7: Size and Space for Approach and Use.

What are the 7 founding principles? ›

The Constitution rests on seven basic principles. They are popular sovereignty, limited government, separation of powers, federalism, checks and balances, republicanism, and individual rights. Popular Sovereignty The framers of the Constitution lived at a time when monarchs claimed that their power came from God.

Do white papers have introductions? ›

The introduction of a white paper can be anywhere from a few paragraphs to a page in length. It serves as a teaser that gives readers an overview of what they can expect in the rest of the white paper and compels them to read more.

Who is the target audience of a whitepaper? ›

White papers encourage their target audience of potential customers or partners (and the technical experts that work with them) to solve a problem in a specific way or come to a specific conclusion. White papers are usually part of the early or middle stages of a customer's buying cycle.

Why is it called whitepaper? ›

A white paper is an authoritative report or guide that often addresses issues and how to solve them. The term originated when government papers were coded by color to indicate distribution, with white designated for public access.

What is a problem statement for a white paper? ›

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.

Are white papers opinionated? ›

Generally, a white paper starts with an introduction and ends with a summary. They are educational, used before a sale, and may include some opinion.

What is a blue paper? ›

The blue paper is the legal form that identifies the person, that this person has a mental illness, not a medical one, and that this illness puts them at significant risk to ones self or others that, they are in need of psychiatric evaluation and hospitalization.

How do you introduce a white paper? ›

Introduction. The introduction should explain the purpose of the white paper and why the reader should care. It should be interesting (and informative) enough to hook the reader right away and keep them reading.

Why does white paper look blue? ›

Paper Whiteness

Using the entire spectrum of visible light, paper with a very high whiteness number can appear to have a blue tint depending on what light source it is viewed under. The most common whiteness measure, D65 illumination, represents outdoor daylight.

Why is paper white and not black? ›

Generally speaking, (and setting aside the manufacturing process for now), paper is pale because the most widely available inks throughout history tended to be black. Combining the blackest ink with the whitest writing material creates the starkest contrast, which makes text easier to read.

What color does white paper reflect? ›

A white sheet of paper reflects almost all the light that falls on it. It reflects white light because it can reflect all the colours of the spectrum that comprise white light.

How do you write a white paper format? ›

Your white paper format should organize information as cleanly and legibly as possible. Using bullet points and headings will help to organize information easily. Infographics and charts also help clarify information while giving your readers points of visual interest.

What is the difference between a white paper and a research paper? ›

White papers

Unlike a research report, which merely presents facts, analyses and outcomes, a white paper will appeal to its audience and gain attention so readers will take a position. Additionally, white papers make effective marketing tools to build interest in a business' unique offerings.

Why is it called white paper? ›

A white paper is an authoritative report or guide that often addresses issues and how to solve them. The term originated when government papers were coded by color to indicate distribution, with white designated for public access.

What is the easiest format to write a paper in? ›

MLA is often the style teachers prefer their students to use because it has simple, clear rules to follow without extraneous inclusions often not needed for school papers.

How do you write an introduction for a white paper? ›

Stelzner recommends that your introduction identifies your target audience, summarizes their challenge, summarizes the solution and states the white paper's goal.

What does black paper mean? ›

(blæk ˈpeɪpəz ) plural noun. British. unofficial papers criticizing government policy.

Should whitepaper be capitalized? ›

AP style – “AP Style tip: It's white paper, two words, lowercase, when used to refer to a special report.”

Which topic would be the best candidate for a white paper? ›

Predominant white paper topics are: Industry trends. Brand solutions. Product or service guides.

What are the different Colours of white paper? ›

The paper industry (it's not us, I swear) categorizes paper into 3 paper shades referred to as: True White, Blue White and Cream White. True White paper contains no Optical Brighteners (OBA's) and its shade is affected by bleaching, pulp and manufacturing processes.

What are the two kinds of white papers? ›

There are three main types of white papers, including backgrounders, numbered lists, and problem/solution white papers.

What is the yellow paper behind the white paper called? ›

Carbonless copy paper (CCP), non-carbon copy paper, or NCR paper (No Carbon Required, taken from the initials of its creator, National Cash Register) is a type of coated paper designed to transfer information written on the front onto sheets beneath.


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