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?

Clear.

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!

List?

Let's start with this document!

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

key points

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

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

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

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

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

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

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

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.

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.

bottom

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

Solution/Analysis

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

Diploma

• Summarizes the main conclusions and recommendations of the report.

references

• 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

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

• 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

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

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

Pictures

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

Text

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

consistency

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

infographics

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

vignettes

• 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

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

Website-E-Mail

• 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

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!

Also the.

Spread some of that magic!