The 2024 Ultimate Guide: How to Write and Format a White Paper

The step by step guide to succeeding with white paper marketing.

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  • 1 What is a white paper?
  • 2. White paper examples
  • 3 How to write a white paper
  • 4 Mistakes a white paper should avoid
  • 5 White paper Format
  • 6 Gating your white papers
  • 7 White paper distribution
  • 8 Handling your white paper leads
  • 9 Choosing the right white paper template
  • 10 Final thoughts

Introduction

White papers are a popular and powerful tool for content marketers. They can be used to position your company as a thought leader and authority on a subject by presenting useful and persuasive research findings and information about your products and services, White papers can also be used as a powerful asset to generate more leads when the information is valuable enough for readers to submit their personal details in order to access your findings. This ultimate guide will teach you everything you need to make white paper marketing a formidable addition to your content marketing strategy . 

How to Write and Format a White Paper Infographic

1. What is a white paper?

A white paper is an in-depth report or guide about a specific topic and the problems that surround it. It is meant to educate readers and help them to understand and solve an issue.

In the world of marketing, a white paper is a long-form piece of content , similar to an eBook . The difference between the two is that white papers tend to be more technical and in depth. The facts and opinions expressed in white papers are often backed by original research or statistics that the publisher has aggregated from reliable sources. They often include charts, graphs, tables, and other ways of visualizing data. 

The term "white papers" originated in England as government-issued documents. One famous example is the Churchill White Paper , commissioned by Winston Churchill in 1922.

Today, the term is most commonly applied to “deep dive” style publications. Businesses — especially in the consulting, financial, or B2B sectors — use them to communicate their organization’s philosophy on a topic, make the case for the superiority of their product, or simply to present research findings related to their field.

White papers are no less editorial than other forms of content, but the depth of research lends them an authoritative tone. For this reason, they are good candidates for promoting thought leadership .

Who uses white papers?

In the past, white papers were most often produced by governmental agencies, NGOs, think tanks, consultancies, and financial institutions that needed to present the findings of their ongoing research in a succinct format.

With the widespread growth and adoption of content marketing (the creation and distribution of non-promotional content intended to generate interest in a business and its offerings), white papers have become more common in other industries as well. Any organization that engages in content marketing can benefit from producing white papers.

Their popularity across industries is due to their versatility. While all white papers have certain elements in common, a B2B startup will use them differently than a large consultancy, and both will use them differently from a governmental organization.

Types of white papers

There are numerous types of white papers a business might publish.

  • One type is the backgrounder , in which the benefits of their product, service, or methodology are explained in depth.
  • Another is a problem-solution approach, which walks the audience through the solution to a problem that is common in their industry.

Other types of white papers simply present a summary of useful statistics and information about the state of a particular field or industry. An example of this would be the Content Marketing Benchmarks Budgets and Trends from the Content Marketing Institute.

Whatever type you produce , the contents of your white paper should serve to showcase your expertise in a given area. Your audience is searching for an information document, and will look for an authoritative source — a business they perceive as having in-depth knowledge of a subject.

The contents of your white paper should serve to showcase your expertise in a given area.

The purpose of a white paper

White papers enable you to build trust with your audience. They show readers that you're reliable, experienced, and adept in a given domain. When potential customers search for an informational document to help them understand a problem or opportunity they're facing, and you provide them with a quality white paper that helps, they'll turn to you again in the future.

This perception of authority can also serve to boost sales in an organization. More than half the respondents to the Eccolo Media B2B Technology Content Survey reported having read a white paper before making a buying decision. Buyers prefer to purchase from vendors they trust and see as experts in their field.

Finally, white papers are extremely useful for lead generation . The Content Preferences Survey from DemandGen found that more than three-fourths of survey respondents were willing to exchange personal information for a white paper — more than for eBooks , case studies, analyst reports , podcasts, brochures , or infographics.

With all of these potential benefits, utilizing white papers in your content marketing strategy can produce great results.

More than three-fourths of survey respondents were willing to exchange personal information for a white paper.

2. White paper examples

When you think about white papers, you probably think of PDF articles with thousands of words. But times are changing and so is the way we produce and consume content.

Nowadays, every marketing collateral (including white papers) needs to be well written, well structured, and designed for every type of visitor. 

Here are some great examples of white papers doing exactly that. 

White paper example - CodinGame

This unique one-pager presenting findings from the Developers at Work Survey demonstrates how a white paper should be done. The animated, interactive data charts show off just what's possible with our embed feature.

Open white paper example #1  

White paper example - BDO GDPR

Privacy and the GDPR - BDO

This well-produced special edition produced by BDO and creative agency Monte Media does an incredible job of turning a conventionally dull topic into a piece of content that's engaging and comes to life.

Open white paper example #2

White paper example - content-marketing-strategy

This white paper is a step by step guide to succeeding with content marketing.

See more  white paper examples

Start creating white papers with Foleon

3. How to write a white paper

Starting a white paper can be a daunting task. So much information and research are required that it’s easy to get lost in that portion of the work and let it become a roadblock to actually putting things on paper.

Even after the writing itself has begun, white papers are tricky to do well. Simply listing statistics without some form of narrative arc is a surefire way to keep your white paper from ever being read. Luckily, following a few simple guidelines can help keep a white paper engaging and make the process of finishing it much easier.

Pick the right topic

This might seem obvious, but without a topic that resonates with your audience, your white paper is not likely to be read. When choosing the right topic, you should consider three important criteria:

  • It should be something you are qualified to write about.
  • It should be something your audience is interested in.
  • It should address a topic around which little content has been written already and thus fill a " content gap ."

Naturally, finding a topic that brings points 1 and 2 together is vital. White papers are meant to be authoritative pieces of content based upon the author's experience and expertise, so it's important to write about what you know . But you must match this to the interests of your readers if you're to produce something they'll be eager to engage with .

Don't be afraid to crowdsource information from within your organization. If the topic of a white paper is related to engineering, why not interview an engineer or have them look over what you’ve written? The same goes for other roles. Crowdsourcing knowledge means having the power of a true expert in many fields.

Finally, filling a "content gap" will help your white paper get noticed and gain traction. By addressing a topic no one else has written about definitely, your white paper will be more likely to rank highly on search engines and even be featured elsewhere on the web.

Pro tip: You can even ask your audience what they would like to see in your upcoming white paper. You'll get ideas, make your topic more relevant, and you'll generate buzz around your content even before it's finished. In fact, we used the same method for this guide!

white paper promotion slack

Define your audience

Defining your audience goes hand in hand with choosing the right topic. But moving beyond your audience's interests, it’s important to think of the kinds of people who will be reading your white paper.

  • Are they fellow professionals, well versed in your subject?
  • Are they likely to be reading something they are relatively unfamiliar with?

Knowing this helps establish the voice you should use and whether industry-specific jargon is appropriate. It also narrows the scope of the research you should include. It’s always important to ensure all arguments are logically sound and well supported, but the stats and information presented should be relevant to the specific audience you're targeting.

Part of defining an audience in the age of Google centers around how people will find the white paper. This means thinking about which platforms specific personas use for research and what search terms they put in. Not only will this help a white paper get found by the right people, but it is useful when outlining the white paper later on.

Optimizing for keywords is important, but remember to write for people, not for search engines. Google is getting better all the time at understanding and matching search intent with relevant content . This has become particularly important with the advent of AI-powered language models which can produce long-form content at scale. 

Wrap it in a great intro and outro

Ad with all good writing, your intro should serve to captivate your audience, pique their curiosity, and entice them to read further. It's good practice to provide a brief summary of what they'll find in the white paper and to emphasize exactly what benefit they'll get from reading it.

Your outro is equally important, especially if you're using your white paper to market your products or services. You should avoid any self-promotion in the body of your white paper, but you can certainly mention your relevant product offerings and how to obtain them — perhaps using a compelling call-to-action — at the end.

Pack it with value

White papers are not meant to be advertisements for your company, and you should avoid any overt promotion. Instead, you should provide plenty of useful information that will be valuable to readers even if they don't become customers. Emphasizing value is the key to a great white paper that will get shared and widely read.

Remember, white papers serve to showcase your expertise as a company or brand in a given field. Your readers should come away having learned something useful and with the impression that you're a reliable source of expert information. As pointed out earlier, generating this kind of reputation will lead to greater business success as buyers are more likely to purchase from companies they trust.

Emphasizing value is the key to a great white paper that will get shared and widely read.

Don’t be scared of multiple drafts

No first draft is ever a finished work. Elizabeth Bishop, the renowned and Pulitzer Prize-winning poet, wrote seventeen drafts of her poem “One Art” before it was completed. It’s now considered one of the best villanelles ever written .

While a white paper may not need seventeen drafts, there will undoubtedly be points missed and logical inconsistencies in the first version. Finishing a draft, stepping away, and coming back to it with a fresh mind is the best way to ensure quality. If there’s another good writer at your company, getting another set of eyes on it is even better.

Keep it interesting

White papers should be more detailed and thorough than blog posts or eBooks . This may cause them to be more dry and formal, but this doesn't mean they have to be boring.

A trap that white papers easily fall into is using statistics as a crutch and not maintaining interest throughout. Technical as it may be, you still want your white paper to be read. To make this happen, it’s useful to borrow techniques from fiction and creative nonfiction writers.

There are lots of resources for learning about a plot, but generally, it has five parts, as illustrated in Freytag’s pyramid:

White paper plot design

These won’t always correspond perfectly in a factual piece of writing like a white paper, but they can get you thinking about how to create and hold interest. Use those ideas to keep readers’ attention until the very end.

4. Mistakes a white paper should avoid

There are some pitfalls and common mistakes to avoid when writing a white paper. Each of these has the potential to make an otherwise stellar piece of content into a wasted effort. Here's a brief list of things to look out for.

Sounding like a sales pitch

When white papers are used as part of a marketing campaign where businesses showcase their product, a common mistake is to make them sound like a sales pitch . Don't let this happen; it will immediately turn your readers off. In a white paper, your audience is seeking unbiased, educational information that will help them, not try to persuade them. Save the sales pitches for other content, like product brochures .

Lack of adequate research

As previously mentioned, white papers should be well-researched documents. It’s true that conducting lengthy original research may be outside a marketing team’s budget, but merely including a few stats from the first page of a Google search simply won’t cut it.

Aggregating statistics and searching through scholarly work may take time, but the result will be worth it. For your white paper to achieve its intended effect, It’s important to establish your content as an authoritative source to which the audience would want to return.

Poor design

We'll go in-depth into design in the next section, but it's worth mentioning here. The written content of a white paper is what matters most, but neglecting design is a big mistake. Design makes your salient points stand out and helps the reader understand what they're reading. Using visuals (like images, animations , videos, charts, and graphs) that support your arguments is crucial.

Check out this white paper example built with Foleon!. Open the white paper

Not telling a story

White papers are informative and factual. We’ve driven that point home already. That doesn’t mean they should be boring. Backgrounders, problem-solution white papers, and research findings all have a story to tell, and the reader is far less likely to make it through the entire piece without some form of narrative to keep them engaged. Setting up a problem, elaborating on a solution, and including some type of success story is a proven formula for making any type of content more story-like.

Leaving it abstract

Because most white papers will involve sharing research findings, it can be easy to leave them in the realm of theory without explaining how to utilize those findings on a practical level. This is true more of backgrounders but can be the case with problem-solution white papers as well.

A good example is the abundant amount of content on employee engagement. Many B2B cases have covered the importance of employee engagement and the pitfalls of getting it wrong. Too little of this content goes further and gives concrete examples of what companies in specific verticals can do to alleviate the problem.

5. White paper format

Before addressing anything else, we first need to talk about the format you'll use.

A picture is no longer worth a thousand words. Today, its value is in the number of eyeballs it can keep glued to your content and the ratio of those viewers it convinces to click through to other sections of your website.

Your carefully crafted copy and painstakingly gathered statistics won’t earn those clicks on their own. The average human attention span is now less than that of a goldfish . And with 3.3 million Facebook posts, 448,800 tweets, and 149,513 emails sent every minute , competition for your readers' attention is intense, to say the least. Long form mediums like the white paper need serious sparkle just to compete.

How to format a white paper

You'll need more than just black text on a white background. Your design choices regarding things like color, typography, and the use of visuals will play a prominent role in the success of your white paper. Here are a few important principles to keep in mind for creating a quality white paper design.

Keeping mobile visitors in mind

More than 54% of internet traffic is now mobile , and web designers have adapted to this trend by creating what's known as responsive design . Before this, web pages simply scaled according to the size of a user's screen, retaining their layout. Naturally, this made most pages both unreadable and unnavigable on smaller devices.

Responsive design solved this by allowing elements on a page to rearrange, resize, or be completely hidden from view in response to the size of the screen. When a smaller screen is used, font-sizes increase, buttons become larger for touch screens, and the entire layout adjusts to make the page mobile-friendly.

But while this has become standard for web designers in a mobile-first world, producers of other digital content assets like white papers have generally not adapted . Surprisingly, most companies that offer white papers and eBooks on their websites still use PDF format .

The problem with PDFs is that they're unreadable on smaller screens . They're fixed-layout documents — they can't adjust or adapt to different screen sizes. Reading them on a mobile device requires excessive zooming and panning around, which is a terrible experience for users.

Mobile traffic is ever-increasing. If you decide to produce your white paper as a PDF , you risk excluding this vast segment of your audience. It's a design mistake that will cost you views and conversions.

Responsive white paper example - NGData

See examples of responsive white papers

Emphasis and readability

Because in-depth white papers contain lots of text and visuals, as well as supplementary information like footnotes, figures, logos and copyright info, the danger is that your design becomes cluttered. Clutter accumulates before you realize it. You may choose a clean layout and color scheme, to begin with, but as you continue to add content, things can get crowded. Often, you must make tough choices about what not to include to strike the right balance between completeness and readability.

Good design makes bold choices and prioritizes important information. These choices and priorities affect layout, placement, color, font size, page order and more. Use these design elements to create emphasis on vital pieces of information. But be careful. Emphasizing too many pieces of information — or too few — will cause readers to struggle to discern what’s important.

Good design makes bold choices and prioritizes important information.

Have a look at what's trending

Bold fonts and color schemes are in. If you look at the hippest tech companies right now, you’ll see lots of pastels and color gradients. Of course, all that might change tomorrow. But still, a great way to get inspiration when you're just starting is to take a look at what design trends are currently popular.

U2's frontman, Bono, sings "every artist is a cannibal, every poet is a thief." And he's right. Good designers are always drawing inspiration from other designers. The best way to create a successful design is to spend a lot of time looking at what others are doing successfully. Use Evernote , or a bookmarking service to save white papers and other exceptional designs that you encounter for future reference.

Don’t know where to start looking? Dribbble and Behance are two networks where great designers share their latest work. They consistently have material that’s on the cutting edge of what’s trending.

Design for your audience

While trends may inspire you, it's more important to align your design with your audience and your subject matter.

  • Will you be addressing suit-and-tie financial executives or blue-collar management at construction firms?
  • Are you writing about changes to privacy regulations in the tech industry, or about the effects of farming on biodiversity?

White paper format and design

Your design should support and strengthen your topic. The colors and typography should be consistent with what you're writing about, the tone you've chosen, and the audience you've defined. Writing a white paper for a funeral parlor? Hot-pink headlines might be a bad choice. Taking color psychology into account can help you achieve the look and feel you're after.

Brush up on the basics

No prior knowledge of design? No problem.

If you don’t have a designer working with you in-house, you can still teach yourself the basics of design and check work against those principles. A big part of the battle is knowing the search terms that will get you the knowledge you need. Luckily, good primers on basic graphic design are abundant.

After doing a bit of reading, start creating. Don’t be afraid of making mistakes. If you create a white paper and don’t like the design, try to pinpoint what it is about the design that needs improvement. After the reading you’ve done, you’ll have the tools to critique your own work and the work of others. This is the best way to improve and create well designed white papers.

Choosing the right tools

At Foleon, we pride ourselves on providing a tool that makes creating responsive digital white papers easy, even for those with no prior graphic design experience.

Choosing a tool like this, which takes the guesswork out of design, will shorten the time it takes for you to produce great white papers. There is a vast ecosystem of tools out there, each of which is geared toward a different purpose and skillset. The right one will enable you as both a designer and a writer.

See how you can scale engaging content creation .

6. Gating your white papers

For most companies, lead generation and growing lists of contacts for the sales and marketing teams are important activities. Attracting visitors to your site and offering them something of value in exchange for their contact information is a proven method for filling the top of your funnel.

But for this type of inbound marketing to work, two things are needed: exceptional content that visitors are eager to acquire, and a method for gating (or walling off) that content behind a form.

Gated white paper

Many brands skip the first part and move straight to the second. They quickly produce something mediocre and put it behind a form. This might work in the short term for generating lists, but keep in mind that users expect more from content they “pay” for. The quality of your gated content serves as an indicator of the quality of your brand will affect your ability to turn prospects into customers down the road.

So how do white papers fit into your b2b content marketing funnel ? They may act either as lead generation tools themselves or can be used to direct readers to other parts of a website that captures lead information.

What is gated content?

Walling expert content off behind a form designed to capture personal details is one of the most common techniques for generating leads. Gated content is any content that a reader cannot access until after they input some personal information, such as their name and email address. White papers and eBooks are two of the most common types of content used for this purpose.

Typically, a company will create a landing page that includes a description — and perhaps a preview — of what information readers can expect to find inside. The landing page will include a form for visitors to enter their personal information and thus gain access. After entering the required information, visitors are either presented with a download button or receive the gated content in their inbox.

There are plenty of variations on this formula, but the basic technique of providing “free” content and asking readers to “pay” by providing their personal information has been very important part of content marketing for a long time.

To gate or not to gate

While gating your best content is great for lead generation, there are some drawbacks as well. Walling off your white paper will mean it gets read by fewer people as not everyone is willing to give away their contact details.

An open-access white paper will be read by a wider audience. If it’s in-depth and authoritative, it may also do well organically and improve your search rankings. Gating it behind a form, however, will prevent search engines from indexing it.

It’s important to consider what the primary goal of your white paper is: disseminating information and gaining brand awareness or generating leads. If the latter is more important, then gating is a great option.

Semi-gating

Another variation on gated content — and one that’s growing in popularity — is semi-gating . This can give you the best of both worlds by allowing your white paper to reach a wider audience while still retaining the ability to generate leads.

Semi-gating gives readers a taste of your white paper without requiring them to give up any info. You can, for example, make the first few pages of your white paper open access, and then make visitors fill in a form to read more. This works well because digital content is so abundant and brands must offer more for free or risk visitors turning elsewhere.

Allow your white paper to reach a wider audience while still retaining the ability to generate leads.

Offering more content for free also builds trust and brand loyalty among your readers. Let them know your white papers are valuable and helpful, and they’ll be more interested in giving you their personal information. You’re also more likely to gain qualified leads if readers have a chance to sample your white paper before converting.

Of course, semi-gating doesn’t mean giving away your entire white paper. Typically, there’s at least one section of the white paper that is exclusive to those who go through the gating process. Semi-gating can help reach a wider audience, build trust and loyalty, increase lead quality, and still help you capture the contact information you need.

There’s a concept in marketing and design known as friction . Friction is anything that causes the sales process to slow down. It’s like a roadblock that makes it less likely prospects will convert, sign up, download, or purchase. It can be caused by a multitude of things including poor design, confusing navigation, subpar copy, too many form fields, and more.

Your ability to generate leads with a gated white paper will largely depend on how much friction is involved. Asking for more information than you really need is one common and unnecessary source of friction that can lead to losing potential readers.

The entire field of conversion rate optimization is geared toward removing friction — or making user interactions easier. CRO specialists make forms simpler, navigation more intuitive, and design CTAs that are more likely to be clicked. Optimizing your landing page for conversions is a vital part of any lead generation campaign.

But the reality is, asking for personal information will always be an obstacle for a large number of people. So the key here is to make the process easy and noninvasive as possible.

An excellent way to do this is by reducing the number of form fields to the bare minimum and using mid-gating to ensure your ask is timely and yields immediate value for the reader: "Fill out this form to get access to the rest of this white paper, we've saved the best for last!".

Create white papers and eBooks that integrate with your favorite CRM or marketing automation platform. Get started

7. White paper distribution

So, after following the tips in this guide, you create an engaging, informative white paper that inspires readers to take action and deepen their relationship with your company. You mid-gate (or semi-gate) it to capture readers’ information and gain valuable insight into the interests and demographics of your consumer base.

Now, you publish it on your website, sit back, and wait for your Pulitzer.

Only, the traffic never comes… Where did you go wrong? You didn't think about your white paper distribution strategy . 

The importance of distribution

The internet isn’t the same as it once was. Thanks to the massive amount of content produced every day for and an ever-growing number of channels, it’s a lot harder to get noticed. Unless you’re Gabriel García Márquez back from the dead, simply writing something and posting it online doesn’t guarantee readership.

To get eyes on your white paper, you need to be smart not only about writing and design but distribution as well. Some content marketing thought leaders go so far as to claim that you should spend 20% of your time on content creation and 80% on promotion.

Distribution is all about identifying traction channels where your ideal customers consume content and making your white paper highly visible on those channels. Depending on the audience you defined in the beginning, some will be more relevant for you than others.

Social promotion

If you’re at all familiar with marketing, advertising, or online media, chances are you’re aware of how important social media is to visibility. People from all walks of life, and from all over the world, are on Facebook, Twitter, and LinkedIn. Ensuring that you share your content regularly on these platforms will give you a solid base of promotion on which to build.

But it's not enough to simply write a post and tweet it into the void. Try to find communities like Facebook and LinkedIn groups where your target audience is likely to congregate. Search for relevant hashtags on Twitter and Instagram . Find subreddits relevant to your industry.

Once you’ve found your audience, it’s much easier to connect with them. If you contribute to these spaces regularly, you’ll have an easier time keeping their attention and distributing your white paper.

Influencers and earned media

Public relations isn’t what it once was; influencer marketing has taken its place as the way to get noticed by the masses.

These days, influencers — people with large, engaged followings on social media and newsletters — are better equipped to amplify your content than traditional journalists. They play a growing role in shaping public opinion and even in setting business trends . Shares from an influencer can even help you land spots in major publications the way press releases used to.

Social media is the best place to find influencers in your vertical. When you investigate the best communities in which to promote your white paper, look for the content that people are already referencing and sharing. Eventually, you’ll start to get a picture of who’s putting out content that’s getting widespread traction. These are the people whose voices can amplify your brand.

Start by interacting with them. Begin a conversation, comment on their pieces with regularity, and give them feedback on their work. There are great tools, like Voila Norbert and ContactOut , to help you quickly track down email addresses.

After building enough rapport, try offering to collaborate on future white papers or other types of content. This process can take some time because your goal here is to build a relationship.

Eventually, you can ask an influencer to share your white paper. You might even consider quoting them in the white paper itself — anything that gives them an incentive to share your work is helpful.

Pro tip: Try to find an expert in your white paper related subject and interview them. It will add value to your white paper and you'll increase the chance that the expert shares your content with his or her extensive network.

Email marketing

The jungle of online content may thicken daily, but there are a few places you can still get readers’ attention. Email distribution has stood the test of time in this regard. It provides greater ROI than social , and it shows no signs of weakening.

If the purpose of your white paper is lead generation, email marketing will not be applicable. But for boosting sales, building trust, and establishing your brand as a trustworthy source of information, it's important not to neglect your existing contact base.

Although email may not have the appealing viral possibilities associated with social media, it does have other advantages. Namely, anyone who subscribed to your email list chose to be there. This means you can expect a higher level of engagement from this audience than those who come in via other channels. Capitalize on their loyalty and engagement by encouraging contacts to share your white paper with their networks and thus multiply your distribution efforts.

This was discussed in the previous section, but it's worth mentioning again here: another big advantage of Foleon's gating features is that when your existing contacts share your white paper with their contacts, those people will be confronted with a login form that will allow you to capture their info and expand your email list further.

Going beyond the basics

The techniques discussed above are essential items in your white paper distribution toolbox. However, they’re not the only ones. The best way to distribute your white paper depends largely on your target audience and the industry to which your content speaks.

Take some time to critically evaluate and research how knowledge is shared in your industry. Every industry will be slightly different. Reaching people in these places is the best guarantee of effective distribution.

8. Handling your white paper leads

As we've discussed, white papers can serve a variety of objectives. They’re commonly used for thought leadership and to disseminate important research, relevant to a specific industry.

When it comes to content marketing, however, the most common use for white papers over the last several years has become lead generation. In chapter 6, we discussed how to bring readers to your white paper and capture their information.

Once you've properly gated your white paper and set up a solid distribution strategy, it's time to think about how you'll handle the leads that come in. If not properly tracked and nurtured, leads will quickly become cold and won't lead to increased sales for your company. So how do you follow up with leads and maximize the opportunity you’ve created with your white paper?

How to track your white paper leads

The buyer’s journey outlines the steps a person goes through, from becoming aware of a problem they have, to learning about different solutions to that problem, to eventually purchasing a product or service (hopefully yours) that solves their problem.

White paper customer journey

To maximize the chances your new leads become paying customers, you must take the abstract concept of a buyer’s journey and map it to your specific content ecosystem. The actions your prospects take on your website can be indicative of what stage of the journey they're in.

For example, you may see someone read a blog post on your site, then come back a day later to get your white paper, and then finally sign up for a free trial or an email list. After that, they might decide to make a purchase. As patterns begin to emerge around the journey your customers take, you'll learn what actions on your part can help them to advance.

There are many tools available to help you analyze this journey for yourself. Google Analytics is probably the most widely used. It lets you track and compile data regarding user behavior on your website. You can define goals and generate reports that will show you steps users tend to take before completing those goals.

Targeting stages of the buyer’s journey

As it becomes more clear what actions visitors take before purchasing, you'll better understand where to use your white paper in the buyer's journey.

The question you should seek to answer is, where does it provide the most value to your potential customers? Do you see greater success when accessing your gated white paper is a prospect's first interaction with your company? Or is it perhaps more effective to use it as an offer once visitors have returned a second (or third) time to your site?

You can see that white papers don't exist in isolation but act as a member of an ecosystem. The related blog posts, landing pages, emails, social messages, and follow up sequences must all be carefully orchestrated and properly timed.

This process takes practice. It takes trial and error, and you must be a keen observer of trends . However, that effort will pay off.

...white papers don't exist in isolation but act as a member of a content ecosystem.

Following up with your leads

Depending on where in the buyer's journey you use your white paper, the way you'll want to follow up with leads will be different.

  • If, for example, your white paper targets the awareness stage and the leads you gather are relatively unfamiliar with your company, it might be smart to enroll them in an email sequence that highlights other pieces of content on your site such as blog posts that are relevant to the topic they showed interest in.
  • If your white paper is for people in the consideration stage, and leads are already familiar with what you have to offer, you might consider following up by sending them special offers or exclusive deals — again, closely related to the topic of interest.
  • If you're taking a highly targeted approach to distribution and using your white paper to generate hot leads that you think are already close to making a purchasing decision, the best way to follow up might be for a sales representative to reach out directly by phone.

This is what it means to nurture leads. By proactively keeping in touch with leads and offering them more relevant content, you maximize the likelihood of them becoming a customer.

9. Choosing the right white paper template

In 2021, Hubspot reported that 82% of marketers actively invest in content marketing. Thus, the need to create interactive content experiences that stand out amongst your competitors has never been more critical in your content marketing strategy as the volume of published white papers grows yearly. 

For this reason, the visual representation of your white paper has become increasingly crucial for retaining your audience's interest. In addition to the value your white paper content provides your audience, the single most significant factor at your disposal to maintain content engagement is how your white paper is visually presented. 

For whitepapers, the white paper template you opt for to present your content can significantly influence the success of your publication. The template is more than just a matter of aesthetics; it represents a strategic decision that affects user engagement, experience, and even how your brand is perceived.

Below are some factors you should carefully weigh when choosing your white paper template .

Target audience and content

The two biggest influences that will determine the selection of your white paper template are your target audience and the purpose of your content. 

For example, if you create an annual report that provides Financial Services information or a research piece exploring trends in Software & IT salaries, you’ll want to use a template that easily represents data-rich elements such as tables and eye-catching statistics. In contrast, visually-oriented templates containing hi-res imagery or videos are better suited for online catalogs or digital magazines . 

Think about your target audience's needs and how your template's layout can optimize your content's engagement. 

Creative control with flexible features 

You’ll get the most value out of your interactive white paper with a content creation platform that allows you to harness professionally designed white paper templates that are easy to use and fully customizable with a drag-and-drop interface. This will allow everyone in your team to create content quickly with no coding experience required. 

Custom templates set your white paper up for success by providing a starting foundation to help guide the layout and structure of your content. Custom features allow you to design your white paper any way you like by quickly changing blocks, fonts, and colors according to your brand guidelines with the added ability to add or remove sections. 

Mobile experience and device responsiveness

As of September 2023, over 55% of website traffic is from mobile devices. Therefore, it is essential that your white paper is responsive across all devices. 

Most content creation platforms have integrated tools that automatically adapt your content to different screen sizes. However, to ensure the best possible user experience, you should always test your white paper on multiple devices as part of your content creation process before publishing.

Finally, website speed is one of the most significant factors influencing user experience and playing a pivotal role in organic rankings. According to section.io , 32.3% of visitors bounce from a webpage if it takes more than 7 seconds to load. Ensuring that your content creation platform and hosting services are optimized for website performance is critical in maximizing your readership when choosing your white paper template.

10. Final thoughts

Be prepared to write a lot more content.

By this point, you should have all the ingredients you need to make your white paper a rousing success. However, you’ll notice by now the reality that your white paper fits into a larger ecosystem of marketing actions and content.

In today’s business world, producing quality content is one of the best ways to get your target market's attention. But not everyone will be ready for the same piece of content at the same time.

From white papers to blog posts, to podcasts, the type of content that will drive conversions for your business is something you'll discover over time. What’s certain is that one type won't satisfy all your audience's needs. Because of that, you should be prepared to fill the rest of your buyer’s journey with other appropriate content.

This means lots of writing. There’s no way around that. It means coming up with content ideas, creating them, distributing them, and measuring their success — then rinsing and repeating. After this primer, you should be fully equipped for success writing not only white papers but whatever content you choose along your journey.  

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How to Write and Format a White Paper: The Definitive Guide

Mary Cullen

Table of Contents

What is a white paper, use and value, how to select a white paper topic:, white paper preparation, white paper format, final thoughts.

You’re ready to compile and share your company’s deep knowledge of your industry. A white paper seems like the perfect format. It’s a useful product to highlight your company’s expertise and a valuable tool in marketing.

But, how do you transform your knowledge into white paper content?

White papers are similar but distinct from business reports. In order to write a successful one, you need to understand the difference and include key elements. This article will help you decide if a white paper is right for you, and if yes, how to prepare and produce one.

To write a white paper, thoroughly research a topic and propose a comprehensive solution in a well-structured, factual, and persuasive document.

A white paper should include: 1. Title (accurate but enticing) 2. Abstract (including the Problem Statement) 3. Background (may be detailed and technical or broad and high-level, depending on audience) 4. Solution (the ‘ta-da’ moment of the white paper) 5. Conclusion (the summary of findings) 6. References (using correct industry format)

A white paper is an authoritative document intended to inform the reader on a particular topic fully. It combines expert knowledge and research into a document that argues for a specific solution or recommendation.

The white paper allows the reader to understand an issue, solve a problem, or make a decision.

White papers are data-centric, text-heavy business documents. Due to a large amount of data and research, white papers are deep reads and tend to have a formal tone.

Businesses write white papers both to record expertise and to market themselves to prospective customers.

White papers are generally written for an audience outside of the business. Therefore, they are a tool to attract readers to the company by offering top-quality, industry knowledge.

However, a white paper is not a sales pitch. It sells the company by highlighting the internal expertise and valuable recommendations, not by bidding for business.

Sales Pitch: 8 Ways ABC Marketing will save money on your social media budget

White paper: Social Media Advertising: Matching marketing needs and platforms

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Choosing the right topic is essential to have your white paper read. There are three major factors:

1. Audience

As with any business writing, your audience is your first consideration. The white paper must be written with a target reader in mind. The audience may be long-time customers familiar with the industry or new prospective buyers who are entirely new to the field.

Reflect on the reader’s pain points or major questions. Within these topics, look for ones that have not been fully investigated or the available information is out-of-date.

2. Expertise

Your white paper should match and highlight your company’s expertise.

The entire document should provide a complete investigation, including external research and internal knowledge. The business’s own know-how informs the content that is included and how it is compiled.

3. Problem-based and solution-focused

White papers should identify and address a particular problem. The problem should be relevant and timely in your field. The document may focus on issues such as common dilemmas, new trends, changing techniques, and industry comparison.

The white paper must have a proposed solution or recommendation to answer the problem. This solution is based on thoroughly examining the problem and potential solutions.

The selected topic must be comprehensively researched. Pull information from online references, industry resources, and internal documents. White papers are data-focused, so they should be supported by significant research.

There’s no hard and fast rule on citations but you need to cite any information that is not public knowledge and that you didn’t know before beginning your research. However, understand that the reader’s confidence is likely to increase with an increasing number of cited references.

Of course, all resources must come from authoritative sites. In order to write a valuable document, all research materials must be from credible, reliable sources.

Read other white papers

Are there white papers covering your topic or area already? Read them to determine the knowledge gaps and the opportunities to build on existing content. This review will also ensure that your white paper is novel instead of redundant.

Use a mind-map

It can be overwhelming to keep track of the many sources, ideas, and content involved in preparing a white paper. A helpful organizational tool is the mind-map . A mind-map allows the writer to catalog and connect the many different pieces into one visual overview.

We suggest using the free tool MindMeister to organize your content. It’s simple to use and free.

FreeMind is another alternative but some organizations don't allow it to be used since it must be downloaded.

Don't forget visual elements

When designing a white paper, the written content is most important. However, taking the time to create an aesthetically pleasing design cannot be ignored. It should be remembered that the visuals used can greatly contribute to the overall impact of your white paper. By using visual elements such as images, animations, videos, charts, and graphs that reinforce and illustrate arguments, can greatly increase clarity for the reader while making key points stand out.

White papers generally follow a standard document format. The content order may seem similar to other business reports, but there is one major difference:

A white paper places the conclusion at the end.

Many business communications, such as technical reports or proposals, place the main conclusion at the beginning of the document. This order responds to the desires of the reader and their preference in receiving the information.

In a white paper, the content and research inform the reader and increase their understanding of the problem throughout the document. The final section provides the ‘ta-da!’ moment where the reader now receives the solution which is supported by the evidence in the document.

The reader’s journey and preferences in a white paper and business report differ. The major findings follow suit.

If you’re unsure of these distinctions or are looking to improve your business writing skills, consider enrolling in our online self-paced Technical Report Writing Course (see all of our courses here ).

And, no matter the journey, the document must be easy to understand and include informative headings for easy navigation.

Choose an accurate title

A good title is essential. It should clearly indicate what the reader will learn from the white paper. It should also be enticing.

Bland title example: White paper on Law 123.4 Referencing Environmental Impact Assessments.
Enticing title example: The Rules are Changing: White Paper on the Environmental Impact Assessment Legislation Proposals in 2018

The phrase ‘white paper’ does not necessarily need to be in the title at all. Some audiences are seeking that authoritative indicator. Other readers may be scared off from valuable content because of the term. As always, think of what your audience would prefer.

The abstract offers the reader a brief overview of the white paper’s main points. It allows the reader to ensure they have found a document relevant to their needs. After reading, the reader should be able to know if they are ‘in the right place.’

Problem statement

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.

This section provides the background information required for the audience to grasp the problem and, ultimately, the solution. The content may be detailed and technical or broad and high-level. The content depends on the reader and the problem.

If original research is completed for the white paper, the methods should be communicated.

The ‘ta-da’ moment of the white paper.

Based on the preceding information, the solution is now presented. It is developed and argued for using the gathered evidence and the expertise of the author and their company.

This section summarizes the white paper’s major findings. Recommendations based on the solution are provided.

All sources used to develop the white paper must be collected and cited in this section. It adds validity to the document. It also gives the reader content for further research. Depending on your industry, follow MLA or APA citation formats. 

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Writing a good white paper is not a simple task. However, the investment of time and skill can produce a valuable document that shares your company’s knowledge, contributing to overall education and progress in your industry. And, a good white paper increases business opportunities. As you develop an informational document such as a white paper, it's helpful to strengthen your writing process with our Advanced Business Writing course. 

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White Paper: Purpose and Audience

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A white paper is a certain type of report that is distinctive in terms of purpose, audience, and organization. This resource will explain these issues and provide some other tips to enhance white paper content.

What is a White Paper?

Originally, the term white paper was used as shorthand to refer to an official government report, indicating that the document is authoritative and informative in nature. Writers typically use this genre when they argue a specific position or propose a solution to a problem, addressing the audience outside of their organization. Today, white papers have become popular marketing tools for corporations especially on the Internet since many potential customers search for information on the Web. Corporations use white papers to sell information or new products as solutions that would serve their customers' needs.

The Purpose of a White Paper

Typically, the purpose of a white paper is to advocate that a certain position is the best way to go or that a certain solution is best for a particular problem. When it is used for commercial purposes, it could influence the decision-making processes of current and prospective customers.

What Kind of Problems Do Readers Want to Solve?

The audience for a white paper can be the general public or multiple companies that seek solutions to their problems or needs. Typically, you will not know your audience personally, unlike when you write a recommendation report for your client. And yet, in order to persuade your audience, you need to focus on their needs. If you can address the problems that your readers want to solve, they will read your white paper for a solution. Otherwise, your white paper may not be read. It is important to emphasize your readers' interests rather than your interests, as shown in the example below:

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What Is a White Paper?

Purpose of a white paper, how to write a white paper.

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What Is a White Paper? Types, Purpose, and How To Write One

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

what is a white paper format

Investopedia / Michela Buttignol

A white paper is an informational document issued by a company or not-for-profit organization to promote or highlight the features of a solution, product, or service that it offers or plans to offer.

White papers are also used as a method of presenting government policies and legislation and gauging public opinion.

Key Takeaways

  • A white paper promotes a certain product, service, or methodology to influence current and prospective customer or investor decisions.
  • Three main types of white papers include backgrounders, numbered lists, and problem/solution white papers.
  • A white paper provides persuasive and factual evidence that a particular offering is a superior product or method of solving a problem.
  • White papers are commonly designed for business-to-business marketing purposes between a manufacturer and a wholesaler, or between a wholesaler and a retailer. 

White papers are sales and marketing documents used to entice or persuade potential customers to learn more about a particular product, service, technology, or methodology.

White papers are commonly designed for business-to-business (B2B) marketing purposes between a manufacturer and a wholesaler, or between a wholesaler and a retailer. It can provide an in-depth report or guide about a specific product or topic and is meant to educate its readers.

The facts presented in white papers are often backed by research and statistics from reliable sources and can include charts, graphs, tables, and other ways of visualizing data. A white paper can communicate an organization’s philosophy or present research findings related to an industry.

Types of White Papers

A startup , large corporation, or government agency will use white papers differently. There are three main types of white papers, including backgrounders, numbered lists, and problem/solution white papers.

Backgrounders detail the technical features of a new product or service. Designed to simplify complicated technical information, they are used to:

•Support a technical evaluation

•Launch a product

•Promote a product or industry leader

Numbered lists highlight the key takeaways of a new product or service, and are often formatted with headings and bullet points such as the following familiar format:

•3 Questions to Ask

•5 Things You Need to Know

Problem/solution papers identify specific problems faced by potential customers and suggest a data-driven argument about how a featured product or service provides a solution to:

•Generate new sales

•Educate salespeople on product characteristics

•Build industry interest.

White papers differ from other marketing materials, such as brochures. Brochures and traditional marketing materials might be flashy and obvious, but a white paper is intended to provide persuasive and factual evidence that solves a problem or challenge.

White papers are commonly at least 2,500 words in length and written in an academic style.

A white paper should provide well-researched information that is not found with a simple internet search and have a compelling narrative to keep the reader's attention. The author of a white paper should:

• Research and fully define the topic.

• Create an accurate outline of information.

• Write an attention-grabbing introduction.

• Format the paper for easy reading.

• Revise and proofread.

What Is an Example of a White Paper?

All of these documents, publicly available on Microsoft’s website, focus on aspects of the company's suite of cloud services. In contrast with brochures, these white papers don’t have a clear sales pitch. Instead, they dive into relevant topics, such as cloud security, hybrid clouds, and the economic benefits of adopting cloud computing.

  • An AI-First Infrastructure and Toolchain for Any Scale
  • Moving your Mission Critical Mainframe Data to Azure
  • Mesh and hub-and-spoke networks on Azure
  • Backup and recovery overview for Azure users
  • Backup and recovery overview for users new to Azure

How Have New Industries Used White Papers?

Cryptocurrencies have also been known to publish white papers during initial coin offerings (ICOs) and frequently issued white papers to entice users and "investors" to their projects.

Bitcoin famously launched a few months after the pseudonymous Satoshi Nakamoto issued its famous white paper online in October 2008.

Why Is It Called a White Paper?

White Papers may have developed from the use of “Blue Papers” in 19th century Britain, where a Parliamentary report cover was blue. When a topic for the government was less serious, the blue cover was discarded and published with white covers. These reports were called White Papers. In the United States, the use of government white papers often means a background report or guidance on a specific issue.

A white paper is an informational document issued by a company, government agency, or not-for-profit organization to promote the features of a solution, product, or service that it offers or plans to offer. The facts presented in white papers are often backed by research and statistics from reliable sources and commonly written in one of three formats that include backgrounders, numbered lists, and problem/solution papers.

Copy Engineer. " The 3 Types of White Papers and When to Use Each One ."

Master Class. " How To Write a White Paper ."

Microsoft. " White Papers on the Cloud and Azure ."

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What is a whitepaper?

How to write a whitepaper—and what you can expect it to do for your business..

A hero image with a photograph of a woman looking at a graph on a computer screen

Whenever I say the word whitepaper, I often get glazed-over looks, weird nodding motions, and get-me-out-of-here body language. And sure, a whitepaper isn't as glamorous as a data report or as relatable as a blog post, but don't knock it till you've tried it.

I've written several whitepapers (also known as special reports or research reports) over the years, and they're actually pretty interesting to research and write, especially if you love doing deep dives into topics.

And when done properly, whitepapers generate quality leads that will advance through the sales process. Here's everything you need to know about whitepapers.

Benefits of a whitepaper

When to use a whitepaper

Whitepaper examples

Whitepaper vs. eBook vs. blog post

Types of whitepapers

How to write a whitepaper

A whitepaper is a sales and marketing document written as an authoritative report to educate and inform potential customers. It discusses, in-depth, a potential solution to the prospect's problem , or pain point, where your product or service is an obvious solution. By incorporating research, studies, surveys, and other data to support the presented information, your whitepaper answers your customers' questions while simultaneously nudging them to consider your business as a solution. It's a win-win.

Because whitepapers genuinely help your audience and position you as an authority, they're a really valuable lead generation tool: whitepapers are typically presented as gated content , meaning prospects have to complete a form (providing their contact information) to download the content. 

With Zapier , you can automatically send the data you capture in your lead gen forms to your CRM, email marketing tool, or any other app you use. Learn more .

But remember: although a whitepaper is a marketing document, it's not a pitch or product presentation. It's designed to be a resource for ideal prospects at various stages of their buying journey .

A customer will read a whitepaper because it educates them on something they want to know more about. But in the process, whitepapers help potential customers learn more about your product, service, or solution and persuade them to take the next step in their buying journey. 

Here are the primary benefits for your business:

It positions you as an authority in your industry, demonstrating that you understand your customers' problems and how to solve them.

It increases awareness of your solution to those problems.

It builds brand trust by helping prospects make an informed buying decision.

It gets you valuable contact details and insights for nurturing leads .

It serves as sales enablement content , helping your sales team close deals.

When should you use a whitepaper?

Let's say you have a coffee shop. Coffee is a product that speaks for itself—anyone walking by can smell what you're brewing and decide if it's enticing or not. But if your offering is less tangible and more knowledge-based, then you'll need a different way to draw in customers and display your expertise. Whitepapers are a great solution.

This is especially true if you sell something relatively complex or with a longer sales cycle. Just keep in mind that it's a trade-off: by gating the content, you're not getting the SEO value from it. You'll have fewer eyeballs on your content, but the people attached to those eyeballs will be much more likely to buy from you.

Here are two whitepaper examples, to give you a sense of what they look like.

Whitepaper example: Jiminny

This whitepaper , published by Jiminny, is designed to attract leads that want to better understand what sales functions look like in a mostly virtual world. It cites studies and sales leaders to help inform the audience, and it only briefly mentions its conversational intelligence tool that can help sales teams perform better.

A screenshot of a small section of the Jiminny whitepaper

Whitepaper example: Highspot

This whitepaper , published by Highspot, is designed to attract B2B prospects that want to give their sales reps the right content at the right time, while avoiding inconsistent or off-brand messaging. As a sales enablement platform, Highspot is positioned to offer this type of education, and folks interested in it will likely be qualified leads for them.

A screenshot of a small portion of the Highspot whitepaper

Whitepaper vs. eBook vs. blog post: What's the difference?

You have a bunch of options for written content—a whitepaper is only one of them. 

A blog post is lighter in tone, shorter in length, and never gated. While blog posts vary in length, they're generally shorter than eBooks or whitepapers—and they tend to be hyper-focused on a specific topic.

An eBook can also be light in tone, but it's longer and usually gated. It digs deeper into a topic or might present information on a broader collection of topics. It also often has a lot of visuals to support the text.

A whitepaper is often more authoritative in tone, is longer, and cites research from start to finish. 

Each of these options can be used for various stages of the buying journey, and each can point to your product or service as a solution, but you'll be attracting different types of audiences depending on which one you choose. And, of course, you can (and depending on your industry, should!) be creating all three. You can even repurpose content from one to use in another.

The 3 main types of whitepaper

Once you've decided you need a whitepaper, you'll need to figure out which type of whitepaper you want to develop. You can map it to the stage of the customer journey you're targeting.

Numbered list whitepaper

This type of whitepaper presents a set of points about a specific topic of interest to your audience, often leaning heavily on industry trends.

Funnel stage: Awareness . This roundup style is often used to nurture prospects in the early stages of the customer journey—folks who are looking for general industry information and want to be better informed.

Example : Jiminny's research report, The Top Six Sales Trends of 2022 .

Problem/solution whitepaper

This type of whitepaper recommends a new or better solution for a challenging business or technical problem. 

Funnel stage: Consideration . This type of whitepaper is often used to attract and educate prospects in the middle stages of the buying journey: they know they have a problem, and they're researching ways to meet their challenges and goals. 

Example : Sales Readiness Group's whitepaper, Maximize the Effectiveness of Sales Training .

Backgrounder  

This type of whitepaper explains the technical features of a product or service and its related benefits. 

Funnel stage: Decision . This is useful for prospects comparing a shortlist of solutions near the end of the customer journey: they want more information about your specific product or service.

Example : Highspot's whitepaper, Highspot Security Overview: How we protect your data .

There are also loads of business-savvy chimeras that combine aspects of each of these types. Don't feel pigeon-holed, but use these three types as guidance for how to think about developing your whitepaper.

Now it's time to sit down and write the thing. But how exactly do you do that? First, keep in mind that writing a whitepaper takes longer and is much more intense than writing a blog post. You're not going to bang it out in one sitting, so before you begin the process, it's best to have a roadmap to keep you on track.

Select a topic and style

Do your research

Create an outline

Get feedback

Write your whitepaper

Edit and refine

Add formatting, graphics, and design

Create a landing page

1. Select a topic and style

Choosing the right topic for your whitepaper directly influences the results. If you select a topic of serious interest to your ideal audience, you'll generate lots of leads and insights. Otherwise, you'll have wasted your time on a long piece of content.

Develop or use an existing customer profile to help identify your audience's top needs, challenges, and goals. Then, determine where you need content along the customer journey: awareness, consideration, or decision. 

Ask yourself:

Do I need something to explain how my product solves a problem for a specific audience to attract new leads? 

Do I need a well-researched report to nurture prospects until they're ready to buy? 

Is there a complex feature that prospects need to understand thoroughly before making their final buying decision? 

These questions will help you identify which type of whitepaper to write and what topic to write about.

2. Do your research

To write about a topic well, you'll need to understand it through and through. Complete thorough research before diving into any actual writing: read other papers on the topic, interview subject matter experts, or conduct a survey. Search for data, surveys, and research studies from authoritative industry sources to help build your argument and prove your whitepaper's premise. 

If your whitepaper reads like a blog post, with minimal citations and a lack of authoritative sources, readers won't see you as a valuable source of information.

3. Create an outline

An outline may seem tedious—and I'm not going to force you to make one for every short blog post you write—but when it comes to a whitepaper, it's necessary. It's easy to ramble when you're writing long-form content , and an outline prevents you from getting off-topic. You'll be glad you have one after you write a few pages and think, "Wait…where am I going with this?" 

Here's a standard whitepaper format:

Introduction

Executive summary

Various sections (and subsections) throughout the body, guided by your research

Somewhere in your whitepaper (usually at the beginning or end), you'll also want a section about your company. How prominent this description is will depend on the type of whitepaper you're writing, but you want people to know who's providing this valuable resource.

Also in your outline, indicate where you'll want graphics and what you think those graphics should demonstrate or represent. This will help you kick off the design aspect earlier, so there isn't a design bottleneck once you've completed the whitepaper.

4. Get feedback

Always run your outline by other stakeholders before moving forward. (If you have a sales or customer support team, they're great resources because they have their finger on the pulse of customer pain points.) Now's your chance to get everyone on the same page, brainstorm any gaps in the content, or see a different perspective on a given topic.

If you do this before writing, it'll save you a lot of time and effort down the line.

5. Write your whitepaper

With that feedback in hand, flesh out your outline and write the body of your whitepaper report. Dig into that research, and give your readers keen insights and valuable takeaways. A few specific notes:

Add subheadings to break up large sections for readers who prefer to skim—they'll also make the document easier to read for everyone. 

Add comments to note when something should be placed in a callout box or otherwise highlighted in the final version.

Indicate where different visuals will be placed.

Cite your sources. I know this goes without saying, but it's a non-negotiable.

Once you've finished the body copy, write your introduction, executive summary, and conclusion. Readers get the gist of the report by reading these sections before deciding if reading the whole whitepaper is worthwhile.

6. Edit and refine

Let your whitepaper draft sit for a day or more, and then come back to it. Review the document with a fresh outlook, and try reading it aloud to make sure it flows properly from section to section—do your best self-editing .

Once you have what you think is a final draft of your whitepaper, have a trusted colleague or an editor do a final proofread. (Or they might give you bigger picture feedback, in which case, back to the drawing board!)

7. Add formatting, graphics, and design

You've done it—you have a final draft. Now, make it visually pleasing. Work with a designer to add those graphs, charts, or illustrations to help your audience literally see your points. Lean into aesthetics and dress up your whitepaper with a dynamic layout and design aspects. Just be sure your design choices aren't interfering with readability.

8. Create a landing page with a lead gen form

You're ready to roll out your whitepaper. Create a landing page or pop-up where your audience can trade contact information for your content. If you have an existing resource library on your website, put it there; otherwise, a one-off page will do the trick. (Here are some tips on crafting solid lead gen forms and a case for using micro conversions .)

Highspot landing page for a whitepaper, with a lead gen form

And remember, the landing page is only one way to get people to download your whitepaper. You should also get your sales team involved, and advise them to share your whitepaper with prospects they've been nurturing. Use your whitepaper cross-functionally, and reap the benefits of your well-researched, well-crafted document.

Read more: 11 one-pager examples and how to create your own

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Margot Howard

Margot is a freelance content marketing writer with many years of corporate sales experience. She writes for B2B SaaS, software, and service companies, especially Sales Technology companies. When she isn't writing, you can find Margot cooking, hiking, or walking her dog. Connect with her on LinkedIn: https://bit.ly/3gCGDL2.

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Lead management is the process of collecting and managing leads with the goal of turning them into customers through targeted marketing content.

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How to Write White Papers

Last Updated: December 26, 2022 Fact Checked

This article was co-authored by wikiHow Staff . Our trained team of editors and researchers validate articles for accuracy and comprehensiveness. wikiHow's Content Management Team carefully monitors the work from our editorial staff to ensure that each article is backed by trusted research and meets our high quality standards. There are 8 references cited in this article, which can be found at the bottom of the page. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 748,567 times. Learn more...

A white paper is a one-to five-page document that describes a given problem and proposes a specific solution to the problem. It's commonly used in government and corporate settings. A typical white paper might list ways to meet a client's marketing needs, suggest the use of a certain product for a technical process, or identify ways to tackle municipal problems. To write a successful white paper, you must know your audience, state your problem clearly, and make a convincing and engaging argument of how to solve it. [1] X Research source

Engaging Your Audience

Step 1 Determine your audience.

  • For example, if your topic is community gardens, appeal to your readers as property owners and parents, as well as community decision-makers. They'll be interested in learning about the impact of gardening and local food on their property values, their children's health, and their children's education.

Step 2 Figure out their level of expertise.

  • If you're writing a white paper for an engineer, you should include lots of technical details and be lengthy in your descriptions.
  • If you're writing for a government official, focus on policy-related implications.
  • If you're writing for a corporate audience, focus on cost-effectiveness and growth potential.

Step 3 Choose a catchy title.

  • Closing the School-to-Prison Pipeline with Art
  • Safer Cities through Community Gardens: A White Paper

Step 4 Get right to the point.

  • Student debt has grown exponentially over the past decade. Combined with the dismal job market new graduates face, their debt threatens to become the next economy-crashing bubble. Creditors and a number of economists have argued A, B, and C. However, these arguments do not address X, Y, and Z.

Step 6 Summarize your solution.

  • After [interviewing experts, examining statistics, etc.], I became convinced that [two or three proposed solutions] do not adequately address the problem. This white paper will argue in favor of [your proposed solution] because it would [insert an objective reason here].

Discussing the Problem

Step 1 Identify the problem.

  • Examples of problems include "decreasing sales," "slow network speeds," or "management-employee conflicts."

Step 2 Analyze the problem.

  • For example, a white paper on addressing climate change might discuss how hydrofluorocarbons (HFCs) were once believed to be a safe replacement for chlorofluorocarbons (CFCs), which had produced a hole in the ozone layer. However, we now know that HFCs are actually dangerous greenhouse gases.

Step 4 Use visual aids.

Arguing Your Solution

Step 1 Describe your proposed solution(s).

  • If you're writing your paper within a corporate context, avoid mentioning your company's product at this point. Focus instead on what to expect in a solution.

Step 2 Justify your solution.

Community Q&A

Community Answer

Video . By using this service, some information may be shared with YouTube.

  • Most white papers don't include footnotes or endnotes. However, it's always good practice to include a full bibliography at the end. Check with your employer as to the proper citation method (Chicago Manual, MLA, APA, etc.) to use. [10] X Research source Thanks Helpful 0 Not Helpful 0
  • If this is your first white paper, check online for examples. Government and corporate websites, as well as academic databases, are full of white papers just waiting to be downloaded. You can access most of these resources for free. [11] X Research source Thanks Helpful 0 Not Helpful 0

what is a white paper format

You Might Also Like

Write in Third Person

  • ↑ https://libguides.uml.edu/whitepaper_style
  • ↑ https://owl.purdue.edu/owl/subject_specific_writing/professional_technical_writing/white_papers/index.html
  • ↑ https://writingcenter.uagc.edu/writing-white-paper
  • ↑ https://owl.purdue.edu/owl/subject_specific_writing/professional_technical_writing/white_papers/organization_and_other_tips.html
  • ↑ https://www-cdn.law.stanford.edu/wp-content/uploads/2015/04/White-Papers-Guidelines.pdf
  • ↑ https://owl.english.purdue.edu/owl/resource/546/2/

About This Article

wikiHow Staff

To write a white paper, start with an introduction summarizing a problem you’re dealing with, then how you propose to solve that problem. Detail possible solutions you have rejected and why you rejected them. Next, describe the problem you identified in greater depth and provide a historical overview of how it became a problem, then describe your solution in more detail. Use charts, graphs, and diagrams to back up your points and to make your paper easier to read. For advice on tailoring your paper to your audience, read on! Did this summary help you? Yes No

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Blog Marketing

What is a White Paper? 15+ White Paper Examples to Get Started

By Jennifer Gaskin , Oct 22, 2021

what is a white paper

Though their name comes from their connection to government policy, white papers are a useful tool for businesses, nonprofits, researchers and others. Learn more about what a white paper is and check out some visual inspiration to get you started.

Once you’re ready to put your research or proposals into white paper form, Venngage has all the tools to help you. Add charts and graphs, apply your branding with just a few clicks, and  design a professional white paper for your organization.

START CREATING FOR FREE

Click to jump ahead:

What is a white paper, why is it called white paper, how is a white paper different from a research paper, how long is a typical white paper, what is the format for a white paper, what sections should a white paper have.

  • Why is it important to use visuals in a white paper?

Marketing white paper examples

Hr white paper examples, government & political white paper examples, technology white paper examples.

A white paper is an authoritative guide (or in other words, an in-depth report) designed to address a business problem and provide possible solutions.

They often have original research as their foundation, and they will typically take a strong position on what decisions need to be made to solve problems.

Often called whitepapers (with no space), white papers are widely used in government and policy-making, but they are also popular across many other fields, including coming into fashion in recent years as a marketing tool.

Typically backed up with lots of data and persuasive and factual evidence, quality white paper is used to address more complex concepts or problems, making it an essential part of a content marketing strategy.

White papers tend to be multiple pages, like in this example:

what is a white paper

CREATE THIS WHITE PAPER TEMPLATE

Return to Table of Contents

The term “white paper” is a holdover from a time when government documents bound in white were made for public release, and so they were literally white papers .

Researchers and experts in many other fields have since begun using the term for reports, studies and other analyses they release publicly.

That’s not to say all white papers are truly made for public consumption. Many companies use white papers as marketing materials to acquire potential customers. As white papers offer expert solutions to complex problems, they tend to be gated content—interested audience needs to provide contact information in a lead generation form before downloading the material.

Many white papers use academic research or data analytics to inform their thesis, but white papers and research papers aren’t the same. For one, not every white paper has a research foundation.

With a research paper, an academic or other interested party conducts research into a topic and presents their findings, often without making any suggestion when it comes to solving a problem.

White papers, on the other hand, generally focus on a particular problem and one or more possible solutions, ideally using facts and figures to support arguments, as in this example which addresses the illegal tobacco trade.

what is a white paper

There is no standard length for a white paper, but a good rule of thumb is to keep your white paper at least six pages due to the amount of research and data required to back up the proposed solution.

Plus, it’s always good to be mindful of your audience’s time when creating any type of content.

As white papers are meant to provide expertise or an improved solution to a problem, it targets a specific audience who’s willing to devote a good section of their time and attention to the content.

With a white paper, it’s unlikely the reader will simply stumble upon the content, meaning they are already interested in the topic and may be able to keep their attention focused on the white paper for as long as it takes.

So, while length isn’t as much of a concern for white papers as it is for, say, a blog post, it’s still best to make your white papers concise and to the point, while still providing all the necessary information.

White papers can be formatted in any number of ways, but depending on your industry, you may want to consider formatting your white paper for printing on standard printers. In that case, it’s best to stick to a letter-sized page, whether in portrait (8.5×11) or landscape (11×8.5).

These documents also are best in the PDF file format; this is the easiest way both to share them online and to have them printed.

Related: How to Write a White Paper [Tips & Templates]

Every industry and white paper topic is different, but in general, a white paper should have at least these sections:

  • Executive summary : Bottom-line your content, hitting the highlights and key recommendations, as well as one or two of your most interesting facts or data points.
  • Table of contents : Let people know what to expect.
  • Content sections : This will vary depending on your individual white paper content. Many people choose to put all of their facts in one section and devote a section to each of their recommendations, but that may not work for all uses.
  • Conclusion : Share the key takeaways you want to leave your audience with, which could include a call to action.
  • Methodology : If your white paper uses data, be transparent about where it came from. If you conducted a study, detail your methodology; if you used outside information, provide links to the original sources.

Why is it important to use visuals in white papers?

Like other types of content, a white paper is simply a collection of words if there are no photos, graphics, charts or illustrations. And most people, no matter how interested they are in your topic, are unlikely to read page after page of text.

So using visuals in white papers is a good way to capture and hold the interest of your audience. They can also help illustrate key concepts or visualize important data points , which can make your information stickier in the minds of your readers.

Related : How to Visualize Data in Your White Papers

Let’s take a look at some white paper examples and templates you can use to create your own white paper.

White papers have become very popular in the marketing industry, as many companies are increasingly finding that they are able to get their message out while serving as thought leaders in their space through the use of white papers—not to mention their role in helping companies generate leads.

Here are some examples and templates of marketing white papers that you can use for your content marketing strategy:

what is a white paper

As this content marketing white paper illustrates, creating an engaging design doesn’t have to mean using a lot of bright colors or huge illustrations. The modern design here is appealing thanks to a restrained approach to content; it’s not too much, which allows the eye to move easily over the document.

Design Tip : Simply double click the photo and choose a new one from your image collection, or from our library of 3+ million stock photos:

A white paper format is ideal for certain types of marketing or brand content that might otherwise be too dry. In this case, a brand positioning document has been converted into a sleek, modern white paper.

what is a white paper

Another example of a concise and to-the-point white paper, this template drives home the fact that it’s not necessary to overload the reader with information in order to make a point. Bring up the issue in a few paragraphs and then lay out your arguments clearly and simply.

what is a white paper

Putting your expertise into white paper form automatically makes your organization appear to be a leader in the industry. This white paper template on social media can easily be promoted along with other marketing materials on, well, social media, or through email marketing to help acquire potential customers.

what is a white paper

In some cases, a marketing white paper may need to include simple definitions. Particularly when it comes to digital marketing, SEO and other modern channels, there are only a handful of terms that are truly standard. If your white paper is in a niche or rapidly evolving industry, consider adding some baseline definitions, such as those on Page 3 of the example below.

what is a white paper

One way to use visuals to your advantage when writing white papers is to pick one dominant brand color and use it all over the place, as this example does. This can be especially effective for new agencies and companies looking to establish a strong presence.

what is a white paper

As a Business user, you can have your brand colors and logos automatically uploaded to My Brand Kit :

And apply your branding elements to your white paper design in one click:

HR, employment and related areas are also popular topics for white papers, both those designed to be distributed publicly and those that may be only for an industry-wide audience.

The success one company has with a new HR or employment policy or procedure would be of great interest to others in the industry, so the HR space is one area where a company can set itself apart with white paper production, like this one on employee engagement :

what is a white paper

Organizations that have proof that their strategies work shouldn’t keep it a secret. Providing evidence of your success not only gives huge credibility to your white paper but also helps persuade potential customers that your strategy works. This HR white paper discusses strategies to boost employee productivity, and it lists the potential productivity gains from the recommendations on the first page.

what is a white paper

Design Tip : If you don’t want to keep your white papers black-and-white, you can always add your brand colors, logos and fonts using My Brand Kit . Collaborate with your team members in real time as well to decide on the best white paper design:

HR policies are often the target of academic research into their effectiveness and their impact on the mental health of workers, as illustrated by this HR white paper example.

what is a white paper

Of course, white papers are right at home in a political, governmental or advocacy organization, as a key purpose of this type of document is shifting public opinion.

Government or political white papers, by their nature, can be lightning rods for criticism from all sides. Be prepared for white papers in which you take a strong stand to be questioned by some and praised by others.

what is a white paper

Though studies have shown that people often don’t change their minds even when  presented with conflicting data , it’s still a good idea to include facts and figures to back up the recommendations you’re making, particularly in a political context.

what is a white paper

Use a political, governmental or industrial white paper to raise awareness of issues that concern your organization. In this example, the authors were inspired to spread awareness of the environmental impact of construction projects.

what is a white paper

A variation of a previous example in this section, this government policy white paper uses photography rather than iconography to help drive interest and make it memorable in the minds of readers.

what is a white paper

Sustainability is a key initiative for any modern company, and white papers that address these topics can have a great deal of influence as policy-makers and voters continue to wrestle with the impact of climate change and what should be done about it.

what is a white paper

White papers are also becoming popular in the IT industry, both to share research findings and to make recommendations regarding cybersecurity and other common IT issues.

In the technology industry, white papers can be used as a marketing tool for companies that offer related services, though it’s best in a white paper to remain as neutral as possible to make your message spread far and wide.

what is a white paper

On the same topic as the previous example, this white paper uses a more simplified design style and subdued color palette , which illustrates the range of design styles you can utilize with Venngage’s platform.

what is a white paper

Technology white papers can also help people understand how new technology works. This is in fact a popular use of white papers in this field: as technical documents that provide information on a new invention or a particular product offering. So even though this example isn’t product-neutral, it approaches the innovative tech it’s explaining in a neutral way.

what is a white paper

Related: 20+ Page-Turning White Paper Examples [Design Guide + White Paper Templates]

Become a thought leader and generate leads with a well-designed white paper

A white paper is an excellent way for any organization to share findings, make recommendations and build thought leadership in their industry. And with Venngage, they’re simple and easy to put together.

No design experience? No problem. Venngage’s easy-to-edit templates and drag-and-drop editor can help you design white papers in no time.

Products Contact Center & Customer Service InGenius​ – Computer Telephony Integration (CTI) powering personalized customer service.

7 Steps to the Perfect White Paper (Template & Examples)

3 minute read

what is a white paper format

Marketing Sales Kapost Blog

White papers are a powerful resource for B2B buyers during their decision-making process. More than half of B2B buyers say they use white papers when researching their purchasing decisions.

The best whitepapers are created by professional designers, but in a pinch, it’s not hard to create something from scratch on your own. Easy-to-use tools like Canva, for instance, have many whitepaper templates just ready to be updated with whatever it is you have to say. Or, you can simply use Word or Google Docs.

Ready? Let’s get this written!

Step 1: Make the White Paper Count

First things first—if you’re creating ad hoc content that doesn’t have direct ties to business objectives,  stop everything now.

Creating effective content starts with understanding the strategy behind it . Especially with involved content like a white paper, do your due diligence and ensure you have the basics of content strategy down.

Recommended for you:  Simplified Guide to B2B Content Strategy

Before you get neck-deep in your white paper, make sure it’s aligned with your top priorities. Once you’ve established the strategic significance, we can get into the tactical execution!

Step 2: Put Together an Easy-to-Read Title Page

Once you have your strategy down to a T, it’s time to create the actual asset. Start by placing your logo in the page header.

This page should show the title of the document, the companies or analysts who helped research the document, the date that the publication was published, and its authors. We like Helvetica because it’s easy to read, and has a whole catalog of font variations.

Step 3: Identify H1, H2, and Subsections

Give your white papers consistency by identifying standard protocols for subsections and how information is organized. This helps readers understand more information at a glance, and helps white paper authors more quickly put together their information.

Step 4: Break Out Sections That Need to Stand Alone

Not all pages need to be full of text. Some pages, like key takeaways or breaks in thought, can take up a full page.

Step 5: Use a Simple Color Palette to Bring Attention to Key Thoughts

This helps readers find the nuggets of information that they need—quickly. You can use a color that reflects your corporate structure, or something more vibrant. We suggest avoiding red because it’s often associated with edits.

Step 6: Put Fully Baked Ideas into Easy One-Pagers

To get the full value of your report, bake one-pagers into the full document. Sales teams can use these one-pagers for sales calls, or buyers can hold onto them for easy reference, recall, or summarization of major sections.

Step 7: Ensure Your Pages Look and Feel Consistent

Designers are great at making documents look like Vogue spreads . We writers, or content strategists, can suck at it. One key is to take a look at the whole document and ensure that your pages have a similar style and feel.

  • Limit yourself to one or two font families for titles and paragraph text.
  • Use a narrow color palette throughout the document.

White Paper Template Example

In the end, you’ll have a professional-caliber document that you can use for reports, research, case studies, or data. Save your .docx or .doc files as a .pdf file before finally sharing the asset. It gives your document a final professional seal.

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What is a White Paper? Format, Types and Examples

Key insights from the best white paper examples across 9 industries, a blueprint to guide you.

  • What is a White Paper?
  • The Purpose of a White Paper
  • Establishing Thought Leadership
  • Driving high-quality traffic
  • Collaborating with potential partners and product evangelists
  • Identifying the Target Audience for White Papers
  • Business Executives and Decision Makers
  • Industry Professionals and Specialists
  • Internal Teams
  • Researchers and Academicians
  • Government Experts and Policymakers
  • Investors and Venture Capitalists
  • What is the best format for a white paper?
  • Executive Summary
  • Introduction
  • Research and Data Analysis
  • Proposed Solutions and Implementation
  • Common Mistakes to Avoid in White Papers
  • Losing sight of the purpose
  • Missing the fine line between fluffy and engaging
  • Choosing an Uninteresting Title
  • Failing to add structure
  • What is the Ideal Length of a White Paper?
  • Getting a Subject Matter Expert to Write Your Whitepaper
  • Give Wings to Your White Paper with Research
  • Are There Any White Paper Design Examples?
  • How Do You Make Your White Papers Visually Rich?
  • Exploring Types of White Papers
  • Product Backgrounders or Evaluator’s Guides
  • Numbered Lists
  • Technical Papers
  • Steps to Write a White Paper
  • Plan the research
  • Identify your Audience
  • Choose a Topic
  • Determine Objectives
  • Demonstrate a Solution
  • Add Character
  • Include References and Footnotes
  • Who uses whitepapers?
  • Marketing Executives
  • In The Web3 World
  • CTOs, CFOs, CIO’s and more
  • How do you distribute your whitepapers effectively?
  • Landing Pages, Newsletters, and Blog Posts
  • In-Person Interactions
  • White Paper Syndication Services
  • Private Communities

Lead Generation from White Papers: The Power of Gating

  • Qualifies Leads
  • Allows for Market Segmentation
  • Demonstrates Value
  • Limited Organic Traffic
  • Pseudo-Qualified Leads
  • Lack of Inbound Links
  • How to Go About Gating
  • Full Form Gating
  • Partial Form Gating
  • Gating on Social Media
  • Gating through Surveys and Questionnaires
  • How do you measure and track your whitepaper’s success?

Best Examples Of White Paper

Introduction: what is a white paper.

White papers are great examples of marketing collateral that exhibit your authority over a chosen niche.

Mostly, they are long-form content intended to educate the target audience, that delve deeper into industry trends, issues, and policies and explain its causes, implications, and benefits.

Companies, public institutions, governments , universities, and individuals publish white papers to address an industry problem to propose their solution to it.

That way, their product/solution has better recall value than its competitors.

According to the B2B Content Marketing 2018 Benchmarks, Budgets, and Trends report, white papers are one of the top 4 most effective types of marketing collateral preferred by 71% of companies.

Content marketers across industries use white papers as potential tools for sales . But, a lot of effort, time, resources, and money goes into creating it.

So, how do you ensure your white paper gives you more bang for your buck?

We have condensed our research of more than 70 white papers across industries and have drawn the below insights that will help you create the best white papers.

" White papers are long-form content intended to educate and inform the target audience. They delve deeper into issues, trends, and policies, and explain their causes, implications, and benefits. "

Learn the 8 steps to writing awesome white papers with free templates.

Creating a white paper needs a lot of work even before you begin working on the core structure.

Planning, stakeholder signoff, SEO strategy, value proposition, and ability to drive revenues are vital factors that you need to consider before putting pen to paper.

Let's look at how some of the most famous companies are doing it effectively. Jump to the best white paper examples in your industry:

  • Financial Services
  • Manufacturing
  • Transportation
  • Across Industries
  • Non-Profits  

To make it easier for you, we have outlined below the best practices that you can implement while creating white papers that will resonate with your target audience:

THE PURPOSE OF A WHITE PAPER

This ever-so-important marketing collateral that’s stood the test of time is used by companies, public institutions, governments, universities, think tanks, and consultancies (yup, the list is quite long).

But, each one uses them in their own special way. 

So what purpose does a white paper really solve? Good question. Let’s dive into the specifics.

Establishing Thought Leadership:

Well-written white papers demonstrating unique knowledge help solidify trust and credibility in your brand . 

White papers with in-depth research and analysis allow you to showcase your expertise, distinguish your brand and stand out as an authority in a topic or specific industry.

Remember, people are more likely to buy from a brand they trust and respect, so make sure you represent it well.

Driving high-quality traffic:

Learning followed by persuasion has proven highly effective in conversion.  By building a top-notch lead pool that will likely provide contact information in exchange for white papers, you can simplify the process of creating a concrete, reliable mailing list.

White papers also serve as solid conversation starters, because you know what your lead is looking for.

Collaborating with potential partners and product evangelists:

The benefits don’t stop there. Think bigger and look beyond your organization.

White papers allow you to attract evangelists from different communities.

They will spark interest, cultivate support, and open doors for partnership opportunities that could act as acquisition channels for your brand.

IDENTIFYING THE TARGET AUDIENCE FOR WHITE PAPERS

Writing a white paper is like telling a knock-knock joke;

it won't work if no one's there to respond with "Who's there?" So, when you invest time in writing a white paper,

you must know who your readers will be. Ask yourself, "Who's going to read my white paper?"

Business Executives and Decision Makers:

Senior executives are often the decision-makers in their organizations and are responsible for strategic planning and investment decisions. 

Well-researched white papers can influence their judgment. 

Industry Professionals and Specialists:

This category includes professionals seeking industry-relevant knowledge to enhance their work.

White papers prove valuable for engineers, doctors, lawyers, researchers, and analysts, bridging the gap between theory and practice, and fostering professional growth.

Internal Teams:

Prospective employees can benefit from white papers as they share insight into a company’s vision, values, and line of thought.

At the same time, they help fill knowledge gaps within the firm for current employees.

Researchers and Academicians:

White papers are platforms for presenting research findings, academic studies, and technical analyses to a broader audience.

They also serve as supplementary materials for students studying relevant subjects and provide case studies for teaching purposes.

Government Experts and Policymakers:

These personas use white papers to propose policies, outline government ventures, and address critical issues.

Consequently, they become a medium to influence policy decisions and shape public initiatives.

Investors and Venture Capitalists:

Startups and companies seeking funding use white papers to present their business plans to potential investors and venture capitalists.

These white papers state the value proposition and present investment opportunities that are seeking financial support.

WHAT IS THE BEST FORMAT FOR A WHITE PAPER?

Even the best white papers vary in structure.

These pointers will give you a general idea of a paper’s multiple components.

However, remember to experiment and see what works best for you.

Before you start writing, create a content outline to serve as a blueprint to guide your progress as you develop and write your white paper. 

Your outline could look like this:

Executive Summary:

Focus on developing an attention-grabbing executive summary to engage your readers effectively.

Your readers will encounter this section first and use it to decide if they want to continue reading.

A well-constructed summary should provide a mix of the following building blocks.

White paper - format

Introduction:

Including the problem statement in your introduction is a good idea, as it immediately arouses curiosity.

An appealing and educative introductory section will incentivize readers to continue. Think of it as an elevator pitch.

What should this section ideally include? The clearly defined purpose that the white paper is trying to accomplish.

Research and Data Analysis:

This section offers a comprehensive topic investigation, drawing from reputable sources and empirical data. It should mention the literature review conducted and the methodologies used.

The analysis interprets the collected data by providing insights and support for proposed claims. 

Tables, charts, graphs, and diagrams will make this content visually appealing.

Proposed Solutions and Implementation:

This part builds on the previous section and recommends a solution for the problems identified.

The solution may be a product or course of action.

While presenting your value proposition is essential, avoid taking a hard-selling approach.

Instead, demonstrate to your readers how the proposed solution directly applies to their situation, highlighting its potential benefits, such as Return on Investment (ROI).

Conclusion:

The conclusion serves as the summary of the entire white paper. It’s what your readers will remember, and remember well.

Many will choose to focus on this chunk of the paper alone, so make sure it has notable influence. 

Any conclusion should close out with a Call To Action button for your white paper to deliver value. This could be a free consultation or demo of your product.

Platforms like Cleverstory are pushing boundaries, turning these often static documents into highly engaging, interactive experiences.

With a plethora of templates at your fingertips, you don’t need to start from scratch and can go about building a dynamic white paper.

Common Mistakes to Avoid in White Papers:

With a deluge of white papers out there, it’s understandable to feel overwhelmed and label them “redundant” or “unnecessary”.

 Here are some common but avoidable mistakes content marketers fail to pick up,

Losing sight of the purpose:

          Addressing a specific business need is at the heart of this marketing collateral.

          Writing a bland, one-size-fits-all piece is likely to fall short.

           White papers that show you how you’re different in knowledge, opinion, and innovative thinking will help you stand out.

Missing the fine line between fluffy and engaging:

          Readers want you to avoid beating around the bush and wasting their time.

          While essential, efforts to capture and retain attention must stay within the paper. 

          Ask your audience what they’d want to consume. This will make your white paper highly relevant and pique your readers’ interest.

Choosing an Uninteresting Title:

          If it’s not a catchy title, it won’t work.

          Vague, generic, textbook-like ones won’t communicate value. Try to be specific, descriptive, and result-driven to arouse interest.

           At the same time, over-the-top titles will push readers away. Consider taking a minute to brainstorm titles to ensure it grabs your readers' attention.

Failing to add structure:

          Your readers will not resonate with a wall of information.

          Clearly defined sections, subheadings, and topic sentences offer readers a coherent, smooth reading journey.

          A well-defined layout, bullet points, adequate spacing, and well-timed breaks will make your content easier to consume.

WHAT IS THE IDEAL LENGTH OF A WHITE PAPER?

There is no such thing as 'ideal length' for a white paper.

However, every page must add incremental value to the reader. Keep the curious reader hooked on with new things that they weren't aware of in every sentence that you put out.

It is easy to get carried away by all that you want to write, but your readers may not be interested in knowing them.

If you are publishing a white paper titled "5 ways to prevent cardiovascular diseases," then readers will look for the text under the bullets that speak about these five different ways.

So, devote maximum effort in making this portion of the document valuable for them. 

GETTING A SUBJECT MATTER EXPERT TO WRITE YOUR WHITEPAPER

Compare these two: a weather meteorologist predicts that there will be rain tonight. Your 80-year old grandma peering out of the living room window says it is not going to rain anytime soon.

Whose prediction are you more likely to heed? It is natural human psychology to take notice when an expert opines.

So, it is a good idea to partner with a leading academician or a client executive or an independent blogger to co-author a white paper.

It is valuable only because it comes straight from a bevy of experts. You can nominate an SME from your company to partner with an external influencer in the authoring process. This approach adds more heft to your white paper.

GIVE WINGS TO YOUR WHITE PAPER WITH RESEARCH

Think about it – aren’t you eager to know the prediction of poll results in your state even before they are declared? That is because predictions are a cumulation of people's opinions.

From our analysis, we found that some of the best white papers were the ones that had some form of research/survey results embedded in it. These results were an aggregation of public opinion who have given their verdict.

Today, with online surveys, you can compile results within a few hours of putting it up.  People want to know what other people in their community are saying. It is bound to engage the target audience more than a one-page newsletter .  

ARE THERE ANY WHITE PAPER DESIGN EXAMPLES?

One of the biggest stumbling blocks in the white paper creation process is the availability of templates or design examples.

Here is our post on How to Writ’e a White Paper [with free templates] that you can download and get started right away.

These white paper design examples and templates will help you not be overwhelmed with the monstrosity of the project. Feel free to tweak them based on your needs.

HOW DO YOU MAKE YOUR WHITE PAPERS VISUALLY RICH?

One reason why marketers don’t see a high ROI on their white papers despite the best efforts is that they fail to make it visually enriching.

Include infographics, images, charts, etc. to explain your points as well as giving a takeaway for your target audience. Remember, you could reuse all of these visuals in social media, etc. to boost white paper downloads.

Make Content That Is Bingeable And Not Boring

EXPLORING TYPES OF WHITE PAPERS

Hate to break it to you, but there isn’t just one kind of white paper. 

Where’s the fun in that?

These broad variations have arisen from a multitude of use cases.

Product Backgrounders or Evaluator’s Guides:

This paper discusses a value proposition's specific features, benefits, and functions. It aims to establish your company as a market leader while explaining a new product offering.

Such a paper can be effective during a product launch, capturing the attention of potential customers.

Numbered Lists:

Numbered lists deliver crisp information through tips, questions, and key points.

It is flexible enough to be incorporated into other content forms like blogs and e-books.

Technical Papers:

Technical papers often present themselves as user manuals for product upgrades or malfunctions.

The language is often carefully crafted to suit the target audience and includes technical terms (hence, the name).

STEPS TO WRITE A WHITE PAPER

Unfortunately, white papers do not come with a superhero guide. As clique as this may be, each one is unique. 

But, keeping in line with this blog being comprehensive, here is a brief plan.

Plan the research:

When writing a white paper, you’re asking for a time investment from your readers at the end of the day. Hence, creating value is the first step.

It’s wise to include market research (your own and external sources) wherever apt. 

As mentioned, the goal here is to cater to all the personas within your target audience, not just potential customers. 

Remember, this isn’t where you emphasize your technology or product.

Identify your Audience:

We’ve talked about a white paper’s audience multiple times already, and we’ll continue to do it. 

That’s exactly how important it is to consider.

How do you intend to target your audience? How can you capture their interest? Which jargon can they comprehend? You need to ask yourself these questions to develop ideal reader profiles. 

Acknowledging their objectives and interests will equip you to draw up your white paper accordingly.

You can also adjust your language and style to suit their needs.

Choose a Topic:

Pick a topic you are qualified to write on.

The concept you decide on should give you enough leeway to tap into an unexplored conversation and put your spin on it.

Keep in mind that you should focus on the benefits your reader can derive from your writing.

Determine Objectives:

If your intended audience includes multiple stakeholders, determine which need you want to cater to.

Your goals can be lead generation , brand recognition, or simply education. 

Based on your objectives, you can set appropriate parameters to measure success.

Demonstrate a Solution:

Here, every marketer’s muscle memory comes into clutch. 

But rather than focusing on your offering, take an expansive approach and include multiple solutions.

First and foremost, your white paper needs to be valuable and flexible.

Basically, aim to create your industry’s gold.

Add Character:

Use creatives and real-life examples to bring your white paper to life. ‘

Remember, you’re trying to have it resonate with your readers. 

You want them to remember what you’ve written and come back with questions, comments, and suggestions.

But how can you make your white paper digestible and engaging?

Using Cleverstory, you can incorporate interactive charts, videos, and animations to breathe life into your white paper.

Include References and Footnotes:

If you use data from other sources, acknowledge them in footnotes and reference them to their origins. 

You’ve got to give credit where it’s due.

Once you’ve developed your white Paper, release it into the industry to see how your audience receives it. 

The results and observations that you generate will set the scene for what’s to come.

 If it doesn’t perform well, take a step back to evaluate and improve.

WHO USES WHITEPAPERS? 

At the top of our minds, marketing collaterals such as whitepapers, case studies , POV's , infographics, brochures and brand stories are used by the beloved sales team of every organization to send across to potential prospects .

These marketing collaterals serve the singular purpose of providing information to the readers about your company/product/service so that they decide to, well, pick you! 

But, you already know all this. We are aware that this definition isn’t terribly helpful. 

So, let's get a liiiitle specific. 

MARKETING EXECUTIVES 

In the universe of marketing, content never serves a singular purpose. There is always room to refresh, refurbish and of course, create magic.

Every marketer will agree that whitepapers aren’t any different. Content rich collaterals such as whitepapers can do wonders such as 

Educate new employees on the specifics of a company

Serve as inspiration for other forms of content (social media posts, blogs, feature updates, etc) 

Establish your company as a thought leader in your field. 

IN THE WEB3 WORLD

Whitepapers are one of the primary sources of information in the Web3 world. Who would’ve thought, right? Whitepapers heavily determine a ton of important factors relating to the assets such as : 

  • The price of the coin
  • The project value
  • The use cases
  • Dependencies
  • Future roadmap 
  • Predictions 
  • Integrations

In Web3, potential investors and buyers consider whitepapers to be their make or break component before making a decision.

Since Web3, cryptocurrency and the whole cloud of new age internet built on a blockchain is still a fairly new concept to the world - people are looking to garner all the information they can. 

Here’s a guide on how to read Web3 Whitepapers

CTOS, CFOS, CIO’S AND MORE. 

No. Not UFOs. 

Whitepapers are used by Chief Technical Officers, Chief Financial Officers, Chief Information Officers and so on for distinct purposes in their respective line of work. 

This includes -

  • To draw comparisons
  • Discover new developments
  • Analyze the current status of the market
  • Analyze fluctuation in numbers amongst various companies
  • Analyze the performance & long-term risks

HOW DO YOU DISTRIBUTE YOUR WHITEPAPERS EFFECTIVELY?  

Effective distribution has become paramount with the increasing demand for educational content.

Unfortunately, your white paper isn’t going to be a magnet.

Even if you've tailored your paper to your target audience, you still need to consider how they’ll find it.

Landing Pages, Newsletters, and Blog Posts:

Embedding or linking your white paper on these SEO-friendly channels improves distribution and increases visibility.

You can also drive traffic through PPC ads, social media, and other promotions on these pages. Once these visitors land, you can qualify leads by gating the content they view or download.

We’ll talk more about gating in a separate section (it deserves to be the star).

But make sure these channels are accessible through all devices to expand reach.

In-Person Interactions:

Carrying your white paper can deliver tremendous value at meetings and events.

They allow you to solve customers’ pain points instantly, offer deeper explanations and provide “tangible takeaways”.

These interactions could be seminars, workshops, conference presentations, or networking events.

White Paper Syndication Services:

Syndication Services can distribute your content to multiple third-party platforms or websites, increasing visibility, brand recognition, and traffic.

These houses publish white papers after verification to ensure credibility.

They provide a window into a large, typically niche, paid reader base.

Private Communities:

A ton of B2B tea is split on Reddit, Slack, and Discord.

They provide valuable avenues for industry-related conversations and insights.

You can amplify the reach of your content by actively participating and sharing content that tackles community-specific issues.

Make Your Content Available Anywhere Anytime Any Device

While generating new leads through your white papers is great, consider sharing them with your existing lead database.

You’ll be able to generate fresh engagement and gain traction through potential backlinks.

Quick Note: Backlinks are hyperlinks that direct a visitor from one website to another.

We’ve talked about distributing your white papers effectively. But what after? You wouldn’t want to be left in the dark, would you?

With tools like Paperflite, your customer-facing teams can send out white papers via personalized content microsites. 

That way, you’ll be able to gain insights into how recipients engage with your content , which parts resonate the most, and how often they return to it.

Get Actionable Insights That Moves Sales Forward

A summary of White paper - purpose, target audience, distribution and Format

We’re now back to our favorite dating app analogy.

Imagine stepping into the world of a dating app and striking up conversations with potential matches. In this digital realm, you sift through profiles, assessing hobbies, personalities, and compatibility factors – all to decide if someone is worth pursuing.

In the world of marketing, this process is akin to "gating" . Just as you use filters to narrow down your dating prospects, gating helps businesses filter out worthwhile leads from a larger audience. It's a strategy that saves you valuable time and resources.

Sounds good, right? Well, gating can offer more for your lead-generation efforts.

Qualifies  Leads:

If a lead chooses to share their personal details in exchange for content, it’s safe to say that they’re “interested” without much hesitation.

Allows for Market Segmentation: 

Gating collects lead data, aiding in strategic segmentation and attentive nurturing, ultimately bolstering your lead to customer conversion.

This data spans company details, industry, and geography.

Demonstrates Value:  

Gated content creates a sense of exclusivity, making readers perceive it as valuable and worth their time.

But remember, the quality of the asset should always be worth more than the disclosure of information.

In an ideal world, this sounds splendid. 

But do you lose out on something?

Is this a classic “you can’t have the cake and eat it too” situation?

Well, don’t say we didn’t warn you. Here are some drawbacks to gating your content:

Limited Organic Traffic:

When you gate content, you’re effectively restricting the ranking of relevant keywords, as search engines cannot crawl into your content.

This limits its use in SEO campaigns and, in turn, lowers organic discovery.

Pseudo-Qualified Leads:

Some leads might supply false information to access gated content, leading to potentially skewed or inaccurate data collection.

Unwillingness to provide any data at all is also an obstacle at times.

Occasionally, a reluctance to share any data at all can also pose an obstacle.

Lack of Inbound Links: 

Linking content to other pages and sharing disappears when gating emerges.

Devise an balanced mix of gated and ungated content to ensure success

Ungated content shines in the Awareness stage.

All web content is, by default, ungated. This allows for increased search visibility and brand recognition. 

Also, consider which stage your business is in. Visitors may not be willing to provide information to start-ups or lesser-known firms.

You can pair gated content with the right promotional strategy as it finds its place within the Consideration section.

  • What kind of content should we gate? 
  • How many pages? 
  • What details do we need? 

Addressing these questions will make sure the material is accurate and relevant.

HOW TO GO ABOUT GATING

If you’ve chosen to gate content using forms, you have two techniques at your disposal.

types of Gating

Full Form Gating:

With full form gating, the user needs to provide detailed information (name, email ID, phone number, company, industry, and geography) by filling out the entire form to access gated content like white papers, e-books, etc.

This technique yields valuable information for lead nurturing and segmentation purposes because of how comprehensive and vast the questions are. 

But on the flip side, it suffers from high abandonment and low conversion rates due to greater friction.

Partial Form Gating:

Partial form gating involves extracting limited details (name or email address), resulting in a lighter user commitment.

This method offers a positive experience while providing quality lead information. 

Users are more likely to complete a form with a few basic questions only. Progressive profiling takes place as the reader delves deeper into the content.

But, beyond gating white papers on websites, here are some alternatives.

Gating on Social Media:

The lead logs into or authenticates their account through this method.

After which, a redirect to the social media platform takes place, and the user grants permission to extract personal profile information from LinkedIn, Facebook, etc.

 You can eliminate manual form filling and ensure up-to-date information.

Gating through Surveys and Questionnaires:

This type of gating boasts a dynamic design allowing for personalized, highly efficient data collection. 

Subsequent questions are based on answers given in the previous ones leading to higher engagement. Skip logic is also present, smoothening the journey.

A brief overview of the structure:

  • Initial questions: This section includes demographic or other inquiries to determine if the survey is relevant.
  • Branching: Post the initial questions, the survey branches out into specific topics and follow-up questions.

With Cleverstory you can capture quality leads, through high-intent gating and going beyond the

HOW DO YOU MEASURE AND TRACK YOUR WHITEPAPER’S SUCCESS?  

If you have included your whitepaper in your landing page, or published it anywhere in your website - Google Analytics is your guy.

With Google Analytics, you can see from which region your incoming website traffic is being generated. Google Analytics also enables you to track collective data on users such as how long viewers have spent on your asset. 

Platforms such as Paperflite enable you to track uber-specific metrics through smart gating such as - 

  • The name of the user
  • How much time a specific user has spent on your asset 
  • What other assets have they viewed
  • Number of times the viewer has shared the asset

Screenshots of Reports from a Paperflite account

Let us now dive into the best white papers across industries that we analyzed

The Best White Paper Examples for Financial Services Companies

1.  5 steps to rid your small business of payroll stress

Published by: ADP

Why do we like this?

ADP is an established authority in the payroll software industry, and they know what works in their industry. This white paper uses a lot of visual appeals to explain how small businesses can overcome payroll-related challenges.

Moreover, this white paper's target audience (SMEs) does not have much time, so ADP has stuck to the basics. The company has given out vital information that the audience is seeking instead of flooding the white paper with text. While giving out the five steps, they've even given a case study of how they helped one of their clients, which makes their opinion invaluable.

2.  Seizing the Digitalization Opportunity

Published by: Siemens

For starters, this white paper is an 'insight paper,' which is a smart move by Siemens . The authors have laid out the key findings upfront, which is the core of the white paper. They have substantiated the concept of TCO (Total Cost of Ownership) financing with examples of how they have helped clients in the real world. It doesn't have a lot of white spaces but is full of core and reference text.

3.  RegTech: Helping Your Data Work Smarter and Harder

Published by: Wolters Kluwer

This white paper tackles a complex topic, one that does not have a lot of literature out in the open - Regulatory Technology (RegTech). The company introduces a solution, explain its basics, the necessity for it, how it helps companies in various geographies, and the benefits of implementing it.

Wolters Kluwer explains what their opinion is on RegTech in a manner that an IT professional would comprehend it.

4.  Are equities overvalued?

Published by: HSBC

Why do we like it?

This finance white paper has loads of content in it to explain the reasons for the overvaluation of the equity market and why asset allocation could be the answer to it. It has content under five clear headings and is bound to interest portfolio managers, fund managers, and investment professionals.

Authored by the bank's global executives, it is a significant report that has a clear message - investors need to be cautious in their equity allocation approach.

5.  How Banks Can Win New Small Business Customers

Published by: VansonBourne

We like this white paper for two reasons:

1) It is an output of the collaboration between Avoka and Vanson Bourne . Avoka creates customer acquisition and onboarding journeys in financial services, while Vanson Bourne is an independent specialist in market research for the technology sector. An excellent example of how a collaborative effort counts a lot more than individual efforts.

2) It compiles verbatim responses to a survey administered to 300 small business owners in European countries. It is rare to see white papers where two vendors catering to similar target audiences join hands to create marketing collateral that serves them both.

The Best White Papers for the Financial Services Industry

The Best White Paper Examples for the Healthcare Industry

The Best White Papers for the Healthcare Industry

1. Journey To Value: The State of Value-Based Reimbursement in 2016

Published by: McKesson

This white paper is well-structured for the healthcare industry, with an academic orientation. It begins with the list of charts and figures used and the definitions of healthcare terminologies. McKesson had already forayed to answer the question " Is value-based reimbursement real? ” two years ago in a similar white paper.

This time in a sequel to the earlier document, they teamed up with a niche research company to survey 465 payers and hospitals to see how far the needle had moved on value-based reimbursement.

By expanding and repeating the earlier study, they have established themselves as an authority on the subject. The white paper moves along from one stage to the next by explaining the survey methodology, the sample design, and the findings.

2.  Reinventing Utilization Management to Bring Value to the Point of Care

Mckesson 's Vice President has authored this white paper on the topic of Utilization Management , which is a good strategy as it exhibits how much they value their content.

After a brief introduction, it moves to the limits of traditional utilization management models and how shifting to a collaborative exception-based model combined with analytics will serve as a bridge to the future. 

3.  Current and New Approaches to Making Drugs More Affordable

Published by: CVS Health

Dealing with industry issues and suggesting remedial measures for a company like CVS Health  is an excellent way to build topic authority.

Bringing drug costs under control is an industry-wide problem for US healthcare companies. CVS Caremark has taken the lead to explain how if manufacturers across the board were to reduce drug prices, it would improve health outcomes and reduce medical costs.

Besides suggesting three techniques to reduce costs, the company has suggested three recent innovations that help further reduce costs. The company has explained how medications can be made further affordable by comparing the high-profit percentages of pharmaceutical companies as compared to other industries.

4. The Only Way is Up

Published by:  Bayer

In terms of the choice of subject, this is one of the most attractive white papers published by Bayer . The company explains where short cucumbers originate from, how cucumbers are a core component within Middle Eastern cultures and the critical consumption drivers for the vegetable in Europe and North America.

The white paper is a storehouse of insights that includes average household sizes, life priorities of the customers, the evolution of the consumer, etc. For a company of the profile of Bayer, to be opining about short cucumbers and how they have entered the snacking market is unique.

5.  The Forgotten Killer: Cardiovascular disease

Published by: Aetna

This white paper serves as a primer for cardiovascular diseases (CVD) and explains its most common conditions. It describes how countries such as Finland are adopting measures to fight it, the promise and limitations of new drug therapies, and technology advancement that could improve diagnosis.

This white paper is an eye-opener for those who are not aware of CVDs and gives out a lot of information on ways to avoid it. With impressive noting of footnotes and charts, this is an excellent piece for people looking to fight CVDs.

The Best White Paper Examples for the Insurance Industry

The Best White Papers for the Insurance Industry

1.  Digital Transformation in the Insurance Industry

Published by: Frost & Sullivan

Commissioned by Samsung Electronics America , this white paper deals with the trends that are shaping the Insurance industry. It deals with how insurance companies can thrive in this changing industry landscape, and how technologies such as mobile, wearables, AR/VR are impacting the industry.

It is a perfect example of how a company specializing in a niche has partnered not just to explain industry trends, but also to explain how they're at the forefront of it.

2. Black Insurance's White Paper

Published by: Black Insurance

Black Insurance 's white paper on the challenges faced by the industry (i.e., multiple parties, high costs, and barriers to entry) shows their deep understanding of the subject.

It explains Black Insurance 's proposed solution to this situation along with with the business model, the pricing framework, licensing, token economics, technical design, etc. It is a comprehensive white paper that positions them as an authority in this domain.

3.  Nine ways insurance carriers are driving down combined ratios with video

Published by: Panopto

Panopto is a video platform that enables users to record videos. The company has created a white paper for an industry that uses video extensively.

It is almost a no-brainer that the company has put out a white paper to further their business initiative and showcase its authority in the subject.

4.  The Insurance Industry: Supporting SMEs To Prosper

Published by: Allianz

This white paper is similar to other step-by-step pieces that lay down the number of steps that an organization must take to achieve a specific goal.

Each page highlights a challenge that small and medium enterprises face along with the remedial actions that they could bring, which makes it easier for readers to know how to deal with them.

Moreover, this is a survey of 500 SME businesses to identify the top 5 challenges facing the SME industry.

5.  Embracing the multi-generation workplace

Published by: AXA

AXA ’s white paper has impressive statistics by experts about an aging UK population followed by a bulleted-executive summary (pretty unconventional, but seems to work!).

It then moves methodically into the challenge that aging employees and the organizations alike face, covers the benefits of having a diverse workforce, recommendations for companies. It is not too long; neither is it abridged and is perfect for a good read for human resource professionals who are dealing with an aging workforce.

6.  Enterprise Counterparties: Mortgage Insurers

Published by: Fannie Mae and Freddie Mac

This white paper is by the US government charters to provide liquidity, stability, and affordability to the mortgage market. So, it is a highly valued piece because it has the US government’s stamp on it. Moreover, it is a bible for many mortgage insurers, academics, policymakers, regulators, etc. who want to get to the point straight.

This document is in a free-flowing format without any pictures, but it has substantial intrinsic value. We included this piece to show how government agencies prefer putting out their publications.

7.  Accident Insurance

Published by: Prudential

Prudential ’s white paper on accident insurance for the US market is extremely well structured and explains the various aspects of accident insurance. This white paper is insightful with numbers and graphs, explaining the reasons why people need accident insurance, what employers need to do, etc.

With 13 pages of useful content, companies looking to provide accident insurance benefits to its employees can use this document as a handy guide.

The Best White Paper Examples for the Manufacturing Industry

The Best White Papers for the Manufacturing Industry

1.  How ETERNUS DX contributes to energy efficiency, cost savings, and a human-centric intelligent society

Published by: Fujitsu

Fujitsu describes how their disk storage systems provide energy efficiency in the face of rising energy costs in data centers. It is a technical paper replete with diagrams and process flows. Clearly, Fujitsu has explained technical concepts intending to sell their solution that increases disk storage, saves energy,  and improves energy efficiency.

Fujitsu also describes their green IT initiatives and what they're doing to reduce burdens on the environment. With ' caring for the environment ' a core topic of this white paper, their Green IT initiatives resonate well with the document.

2.  Win more business with fewer sales resources

Published by: Infor

An example of a white paper that has been created solely to market the company's solutions. It explains the need for change in discrete product sales and other technical concepts very well backed by secondary research. A no-frills document that sticks to the point and conveys its central message within five pages.

It offers suggestions on how manufacturers manage sales and how they have a choice to take advantage of the situation with fewer resources.

3.  How Software solutions can help mining companies increase efficiency levels

Published by: Sage Business Solutions

This white paper is well-structured and moves in a step-by-step manner. It explains the challenges of improving mining efficiencies in Australia, available software solutions, and mobile dashboards that can enhance productivity .

It follows the inverted pyramid structure of laying down the most significant challenges and narrowing down on the ideal solution.

The Best White Paper Examples for the Retail Industry

The Best White Papers for the Retail Industry

1. Dialogue Marketing: How to Enter and Succeed in the German Market

Published by: Deutsche Post

This exciting piece speaks about ways to enter the German market using dialogue marketing, i.e., all marketing & advertising activities aimed at starting a direct dialogue with customers.

It explains what non-German retailers need to do to enter a new market (if they haven't) already done it. Deutsche Post 's white paper makes them an authority on the subject of marketing in Germany. Besides, being a major German logistics player, this white paper makes a lot of sense for them to publish .

Why? Because if e-commerce companies were to enter Germany, shipments would go up, which will ultimately benefit them.

2.  Eligma - AI-driven and blockchain-based cognitive commerce platform

Published by: Eligma

Although this white paper aims to harness AI and Blockchain to improve the decision making for eCommerce customers, it is applicable for all industries.

This white paper is an example of a yet-to-be-launched product. It explores market opportunities, business model, execution plan, technology solution framework that leverages AI and Blockchain, and loyalty programs. One core vision combines all these elements: to offer a set of solutions to discover, purchase, track, and resell eCommerce items.

Seldom do we find such white papers that have the depth and coverage for a solution that isn't launched in the market yet.

The Best White Paper Examples in Technology

The Best White Papers in Technology

1.  Design and deliver cloud-based apps and data for flexible, on-demand IT

Published by: Citrix Systems

In this no-frills white paper, Citrix Systems  deals with the topic in hand straightaway: A better way to deliver cloud-based workspaces using Citrix Cloud IT.

From a visual perspective, there aren't many pictures in this document, but it makes up for it with use cases that further give evidence of their proposed solution.

2.  Hitachi Content Platform

Published by: Hitachi Vantara

This technical white paper is bereft of any visual appeal barring system architecture diagrams. It delves deeper into how Hitachi 's solution can help minimize vulnerability and threat exposure.

A company-specific white paper which focuses on the problem at hand and how their solution can help overcome it.

3.  Creating the Foundation for Digital Transformation

Published by: Hewlett Packard Enterprise and Red Hat

This unique white paper is written jointly by HP and Red Hat . It explains how they bring together their consulting and migration expertise to help clients achieve digital transformation.

They've even highlighted the success story of how one of their clients, DreamWorks Animation , was able to accomplish digital transformation. This white paper is an excellent example of how they're bringing their proposition to life.

4.  Using Virtual Platforms for Pre-Silicon Software Development

Published by: Synopsys

This white paper is similar to the Hitachi Content Platform piece that we mentioned above but does not propagate their solution.

Instead, they explain how it has become increasingly challenging to sell silicon without the associated software executing on the hardware. It is prevalent in a variety of application domains like wireless, multimedia, networking, and automotive.

It is a common problem that many semiconductor companies are facing and explains how a virtual platform can be used to develop and integrate the software. The target audience for this white paper is semiconductor engineers and IT architects, who know the nuances of semiconductor development.

5.  Air, Fluid Flow, and Thermal Simulation of Data Centers

Published by: Autodesk

A technical document explained with diagrams on the usage of computational fluid dynamics cloud-based services within the Autodesk 360 platform. It was published in 2013 and is still very relevant due to how they command authority in their chosen niche.

6.  2018 Fjord Trends

Published by: Fjord (An Accenture Organization)

Fjord 's white paper on global trends is a treat for those who track technology developments closely. Each industry trend has a section on what's happening around the technology, what lies ahead and Fjord 's recommendations for enterprises looking to adopt the technology.

Each trend has examples of how companies are leveraging it to prove its significance to the industry. The report stands out for its clarity, simplicity, and depth of coverage of each trend.

7.  Our Approach to Automated Driving System Safety

Published by: Apple

Apple ’s white paper on their approach to automated vehicles explains how their systems work. True to its native style, the white paper contains plain and simple text and does not use pictures to amplify its message.

It reveals fascinating insights on driver safety and pays close attention to every detail. It mandates that drivers must have both hands on the steering wheel, work in a single shift, and take frequent breaks while driving.

The Best White Paper Examples for the Transportation Industry

The Best White Papers for the Transport Industry

1. Fast-Forwarding to a Future of On-Demand Urban Air Transportation

Published by: Uber

This document is a quick example of how a transport company predicts a bold new future. While Uber has sponsored the white paper, note how it mentions reviewers from NASA , MIT and other elite organizations that provide air transport.

They've coined the term VTOL - short for ' Vertical Take-off and Landing .' Imagine a service that does not exist today, and you have the opportunity to bring it to life. This white paper introduces the concept of VTOL in urban cities; it talks about all aspects of this - barriers to achieve them, emissions, certifications, safety, performance, and rider experience.

They conclude by saying what steps they will take to bring this to life. A 98-page document, it sure is bound to appeal to the die-hard fans of futuristic transportation.

2.  Rethinking Transportation 2020-2030

Published by: RethinkX

This white paper is bold in many ways, because its author, Stanford economist, Tony Seba is a man known for his daring, but accurate predictions. He predicted the rise of the solar industry when solar panels were a lot more expensive than they are today.

In this white paper, Tony predicts the death of the automobile and the oil industry. He goes deeper into every aspect of these predictions and gives the reasons for his predictions.

The predictions, statistics, in-depth research, and recommendations of this white paper make it a unique content asset. The author has explained every concept in detail in the appendix section - an ideal example of a comprehensive white paper. 

The Best White Paper Examples Across Industries

The Best White Papers Across Industries

1.  A Four-Step Plan For Business Continuity - How to Develop and Maintain a BC Plan to Mitigate the Risk of Business Disruption

Published by: Sungard Availability  Services

This white paper tells us the four steps needed to plan for Business Continuity (BC). BC applies to all companies and all industries, so the company has a unique advantage in that it can appeal to any company in any industry. It does not lean towards any particular industry; instead, it is a generic document.

2.  The Power of Design Thinking

Published by: Dassault Systemes

One of those white papers where the format used is in the first person, and the author is an academic. It is another unique way of creating a white paper by getting academia or an expert from a different organization to write for you.

It contains valuable advice, mainly because it comes straight from Philip Gray, an expert who has spent four decades in product design.

3.  Data Resilience with Fallback Protection

Published by: Teradata

Teradata 's technical white paper explains the need for a high-level discussion of the features of Fallback, a unique element to Teradata Database . It enhances the availability of a single Integrated Data Warehouse system.

The target audience for this white paper is data experts who will comprehend fallback recovery tools, performance impact due to Fallback, the benefits of having the Fallback.

4.  Interactive content across the buyer's journey

Published by: i-on interactive, Inc.

A common topic across industries, this white paper explains why interactive content is better than static content and the different interactive content tools. The authors have cleverly used the buyer's journey to describe their case why businesses must use interactive content.

5.  10 Best Practices for Writing Effective White Paper Titles

Published by: inSegment

An often neglected feature, this white paper features the top 10 best practices for creating the best headlines. It is a short document and does not have a lot of content, but makes up for it via examples and useful suggestions.

6.  MONITORING 101

Published by: Solar Winds

A generic white paper applicable to companies across industries, it introduces the concept of 'monitoring' for someone who is familiar with computers and IT in general, but not with monitoring. As such, (almost) no prior knowledge or experience is required to read this white paper.

It talks about the FCAPS model of surveillance, building blocks of monitoring framework, techniques of monitoring, and more. A seemingly technical concept has been explained well so that readers can understand it easily.

7.  AWS Security Incident Response Guide

Published by: Amazon

Amazon 's biggest priority is security, and its collection of white papers on security is unarguably the most comprehensive that we have researched. Published during June 2019, Amazon 's white paper enables the reader to understand better the impact of incident response (IR), and user security choices on corporate goals.

A well-structured white paper, it encourages Amazon's customers to start small, develop runbooks, leverage necessary security capabilities, and create an initial library of incident response mechanisms to iterate from and improve gradually.

The Best White Paper Examples for Nonprofits

We like white papers by nonprofits because their topics are the most varied. They range from human rights issues to researching on butterflies, and so each white paper is a specimen in itself. Every nonprofit has a unique way of authoring white papers to suit their requirements.

Best White Paper Examples for Nonprofits

1. Human Rights and Australia’s Foreign Policy

Published by: Amnesty International Australia

The first in our collection of white paper examples for nonprofits is the Amnesty International Australia ’s document. It talks about Australia’s role in promoting and defending human rights globally. It outlines ita recommendations at the beginning of the document and then dives deeper into the subject of global human rights issues and Australia’s interests.

Every problem area in the white paper has an immediate recommendation attached to it, so readers know what is the remedy for it. Despite lacking visuals and images, it makes for compulsive reading into Australian principles of multilateralism and human rights.

2. Extending US Biodiversity Collections to Promote and Collections

Published by: National Science Foundation

This white paper has brilliant Instagram-worthy images all through it with a caption that describes the effort behind digitizing biodiversity specimens in the United States.

A short 12-page white paper, it leads the reader through the collection of physical biodiversity specimens (plants and animals) and digital data gathering around them. It concludes with the steps needed for implementing and sustaining biodiversity collection efforts for the 21st century.

3.  Under the Radar: Degradation in Canada’s Boreal Forest and Climate Consequences

Published by: Natural Resources and Defense Council

  This manuscript may not be a white paper in its real sense. However, it weaves a story as a white paper would through do vibrant imagery. Every page is replete with stunning images that explain how Canada’s forestland is gradually receding.

Originally presented during the 21st Century Conference in Oxford, each page has insights about the shrinking carbon-absorbing capacity of Canada’s forests. It concludes with recommendations on steps needed to introduce afforestation. 4.  The United Nations Children Fund – Women or Children First?

Published by: International Organizations Group

  This detailed white paper is 102-pages long and divided into six sections. It traces UNICEF ’s history in combating epidemics, diseases, assisting women in childbirth, their health, and nutrition. It decries the reign of Carol Bellamy as the UNICEF executive director and the emergence of a feminist revolution that nurtures the girl child and cares for them. It recommends greater transparency in the operations of UNICEF and a more careful approach to spending their resources.

5. White Paper on Cancer Carers

Published by: European Cancer Patients Coalition (ECPC) and Eurocarers.

Carers are unpaid folks who provide care for patients with chronic illnesses such as cancer, who account for 80% cancer care in Europe.  ECPC ’s white paper in collaboration with Eli Lilly , Merck , and Pfizer on cancer carers methodically explains the need for specific attention towards their needs, and the importance of an improved framework for carers generally.

It is an excellent example of a white paper created by the private sector and nonprofits towards providing sustainable care for chronic illnesses. It includes case studies of how European countries have been implementing different measures successfully and recommends employment, social, healthcare, and educational policy changes across Europe.

6.  A 5˚C Arctic in a 2˚C World - Challenges and recommendations for immediate action

Published by: Columbia Climate Center, WWF, Woods Hole Research Center

This white paper summarizes the key outcomes of a workshop held in June 2016 to discuss the 1.5-2˚C change in global warming highlighted during the United Nations Framework Convention on Climate Change at Paris in 2015. A 1.5-2˚C change in global warming means a 3.5-5˚C change for the Arctic region, which can be disastrous. This white promptly highlights the immediate and long-term measures such as carbon dioxide removal and exploring the usage of alternate energy on a global scale.

It meticulously lays the background, the urgency of the situation, the need for immediate action, and recommendations.

7.  Satoshi Nakamoto's Bitcoin White Paperflite   Published by: Satoshi Nakamoto Why do we like this? No collection of white papers is complete without mentioning Satoshi Nakamoto's seminal piece on Bitcoin. This white paper, published in the wake of the 2008 financial crisis, is text-based and is a good starting point for anyone looking to learn more blockchain and cryptocurrency.

It describes the mechanics of a simple peer-to-peer electronic cash system, later known as Bitcoin.  It succinctly explains how the Bitcoin might function without relying on a country's government or central bank. There is hardly any information about Satoshi Nakamoto in the public domain, but this white paper ushered in the era of blockchain technology.

Should a white paper include counter arguments or opposing viewpoints?

Sure! Including counterarguments adds depth to your white paper by addressing potential objections. It’ll showcase an exhaustive and balanced view of the topic.

Can white papers be repurposed into other content forms?

Yes, you can repurpose your content from white papers into blogs, infographics, videos, and more. This allows your insights to cater to different audience preferences.

How often should a company produce white papers?

It’s always going to be Quality over Quantity. Choose to produce white papers when you have valuable insights to share. There is no strict schedule you need to adhere to.

What is a typical timeline for creating a white paper?

The timeline will vary based on your topic’s complexity, research, and writing process.  However, on average, the process might take a few weeks to a couple of months to complete.  

What are Your Favorite White Paper Examples?

Do you have any favorite white paper examples that you'd like to feature here? Is there any white paper that has awed you? Let us know your choices at [email protected] , and we will make sure it is part of this list.

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Critical Writing Program: Decision Making - Spring 2024: Researching the White Paper

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Research the White Paper

Researching the White Paper:

The process of researching and composing a white paper shares some similarities with the kind of research and writing one does for a high school or college research paper. What’s important for writers of white papers to grasp, however, is how much this genre differs from a research paper.  First, the author of a white paper already recognizes that there is a problem to be solved, a decision to be made, and the job of the author is to provide readers with substantive information to help them make some kind of decision--which may include a decision to do more research because major gaps remain. 

Thus, a white paper author would not “brainstorm” a topic. Instead, the white paper author would get busy figuring out how the problem is defined by those who are experiencing it as a problem. Typically that research begins in popular culture--social media, surveys, interviews, newspapers. Once the author has a handle on how the problem is being defined and experienced, its history and its impact, what people in the trenches believe might be the best or worst ways of addressing it, the author then will turn to academic scholarship as well as “grey” literature (more about that later).  Unlike a school research paper, the author does not set out to argue for or against a particular position, and then devote the majority of effort to finding sources to support the selected position.  Instead, the author sets out in good faith to do as much fact-finding as possible, and thus research is likely to present multiple, conflicting, and overlapping perspectives. When people research out of a genuine desire to understand and solve a problem, they listen to every source that may offer helpful information. They will thus have to do much more analysis, synthesis, and sorting of that information, which will often not fall neatly into a “pro” or “con” camp:  Solution A may, for example, solve one part of the problem but exacerbate another part of the problem. Solution C may sound like what everyone wants, but what if it’s built on a set of data that have been criticized by another reliable source?  And so it goes. 

For example, if you are trying to write a white paper on the opioid crisis, you may focus on the value of  providing free, sterilized needles--which do indeed reduce disease, and also provide an opportunity for the health care provider distributing them to offer addiction treatment to the user. However, the free needles are sometimes discarded on the ground, posing a danger to others; or they may be shared; or they may encourage more drug usage. All of those things can be true at once; a reader will want to know about all of these considerations in order to make an informed decision. That is the challenging job of the white paper author.     
 The research you do for your white paper will require that you identify a specific problem, seek popular culture sources to help define the problem, its history, its significance and impact for people affected by it.  You will then delve into academic and grey literature to learn about the way scholars and others with professional expertise answer these same questions. In this way, you will create creating a layered, complex portrait that provides readers with a substantive exploration useful for deliberating and decision-making. You will also likely need to find or create images, including tables, figures, illustrations or photographs, and you will document all of your sources. 

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what is a white paper format

Create a form in Word that users can complete or print

In Word, you can create a form that others can fill out and save or print.  To do this, you will start with baseline content in a document, potentially via a form template.  Then you can add content controls for elements such as check boxes, text boxes, date pickers, and drop-down lists. Optionally, these content controls can be linked to database information.  Following are the recommended action steps in sequence.  

Show the Developer tab

In Word, be sure you have the Developer tab displayed in the ribbon.  (See how here:  Show the developer tab .)

Open a template or a blank document on which to base the form

You can start with a template or just start from scratch with a blank document.

Start with a form template

Go to File > New .

In the  Search for online templates  field, type  Forms or the kind of form you want. Then press Enter .

In the displayed results, right-click any item, then select  Create. 

Start with a blank document 

Select Blank document .

Add content to the form

Go to the  Developer  tab Controls section where you can choose controls to add to your document or form. Hover over any icon therein to see what control type it represents. The various control types are described below. You can set properties on a control once it has been inserted.

To delete a content control, right-click it, then select Remove content control  in the pop-up menu. 

Note:  You can print a form that was created via content controls. However, the boxes around the content controls will not print.

Insert a text control

The rich text content control enables users to format text (e.g., bold, italic) and type multiple paragraphs. To limit these capabilities, use the plain text content control . 

Click or tap where you want to insert the control.

Rich text control button

To learn about setting specific properties on these controls, see Set or change properties for content controls .

Insert a picture control

A picture control is most often used for templates, but you can also add a picture control to a form.

Picture control button

Insert a building block control

Use a building block control  when you want users to choose a specific block of text. These are helpful when you need to add different boilerplate text depending on the document's specific purpose. You can create rich text content controls for each version of the boilerplate text, and then use a building block control as the container for the rich text content controls.

building block gallery control

Select Developer and content controls for the building block.

Developer tab showing content controls

Insert a combo box or a drop-down list

In a combo box, users can select from a list of choices that you provide or they can type in their own information. In a drop-down list, users can only select from the list of choices.

combo box button

Select the content control, and then select Properties .

To create a list of choices, select Add under Drop-Down List Properties .

Type a choice in Display Name , such as Yes , No , or Maybe .

Repeat this step until all of the choices are in the drop-down list.

Fill in any other properties that you want.

Note:  If you select the Contents cannot be edited check box, users won’t be able to click a choice.

Insert a date picker

Click or tap where you want to insert the date picker control.

Date picker button

Insert a check box

Click or tap where you want to insert the check box control.

Check box button

Use the legacy form controls

Legacy form controls are for compatibility with older versions of Word and consist of legacy form and Active X controls.

Click or tap where you want to insert a legacy control.

Legacy control button

Select the Legacy Form control or Active X Control that you want to include.

Set or change properties for content controls

Each content control has properties that you can set or change. For example, the Date Picker control offers options for the format you want to use to display the date.

Select the content control that you want to change.

Go to Developer > Properties .

Controls Properties  button

Change the properties that you want.

Add protection to a form

If you want to limit how much others can edit or format a form, use the Restrict Editing command:

Open the form that you want to lock or protect.

Select Developer > Restrict Editing .

Restrict editing button

After selecting restrictions, select Yes, Start Enforcing Protection .

Restrict editing panel

Advanced Tip:

If you want to protect only parts of the document, separate the document into sections and only protect the sections you want.

To do this, choose Select Sections in the Restrict Editing panel. For more info on sections, see Insert a section break .

Sections selector on Resrict sections panel

If the developer tab isn't displayed in the ribbon, see Show the Developer tab .

Open a template or use a blank document

To create a form in Word that others can fill out, start with a template or document and add content controls. Content controls include things like check boxes, text boxes, and drop-down lists. If you’re familiar with databases, these content controls can even be linked to data.

Go to File > New from Template .

New from template option

In Search, type form .

Double-click the template you want to use.

Select File > Save As , and pick a location to save the form.

In Save As , type a file name and then select Save .

Start with a blank document

Go to File > New Document .

New document option

Go to File > Save As .

Go to Developer , and then choose the controls that you want to add to the document or form. To remove a content control, select the control and press Delete. You can set Options on controls once inserted. From Options, you can add entry and exit macros to run when users interact with the controls, as well as list items for combo boxes, .

Adding content controls to your form

In the document, click or tap where you want to add a content control.

On Developer , select Text Box , Check Box , or Combo Box .

Developer tab with content controls

To set specific properties for the control, select Options , and set .

Repeat steps 1 through 3 for each control that you want to add.

Set options

Options let you set common settings, as well as control specific settings. Select a control and then select Options to set up or make changes.

Set common properties.

Select Macro to Run on lets you choose a recorded or custom macro to run on Entry or Exit from the field.

Bookmark Set a unique name or bookmark for each control.

Calculate on exit This forces Word to run or refresh any calculations, such as total price when the user exits the field.

Add Help Text Give hints or instructions for each field.

OK Saves settings and exits the panel.

Cancel Forgets changes and exits the panel.

Set specific properties for a Text box

Type Select form Regular text, Number, Date, Current Date, Current Time, or Calculation.

Default text sets optional instructional text that's displayed in the text box before the user types in the field. Set Text box enabled to allow the user to enter text into the field.

Maximum length sets the length of text that a user can enter. The default is Unlimited .

Text format can set whether text automatically formats to Uppercase , Lowercase , First capital, or Title case .

Text box enabled Lets the user enter text into a field. If there is default text, user text replaces it.

Set specific properties for a Check box .

Default Value Choose between Not checked or checked as default.

Checkbox size Set a size Exactly or Auto to change size as needed.

Check box enabled Lets the user check or clear the text box.

Set specific properties for a Combo box

Drop-down item Type in strings for the list box items. Press + or Enter to add an item to the list.

Items in drop-down list Shows your current list. Select an item and use the up or down arrows to change the order, Press - to remove a selected item.

Drop-down enabled Lets the user open the combo box and make selections.

Protect the form

Go to Developer > Protect Form .

Protect form button on the Developer tab

Note:  To unprotect the form and continue editing, select Protect Form again.

Save and close the form.

Test the form (optional)

If you want, you can test the form before you distribute it.

Protect the form.

Reopen the form, fill it out as the user would, and then save a copy.

Creating fillable forms isn’t available in Word for the web.

You can create the form with the desktop version of Word with the instructions in Create a fillable form .

When you save the document and reopen it in Word for the web, you’ll see the changes you made.

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EU AI Act: first regulation on artificial intelligence

The use of artificial intelligence in the EU will be regulated by the AI Act, the world’s first comprehensive AI law. Find out how it will protect you.

A man faces a computer generated figure with programming language in the background

As part of its digital strategy , the EU wants to regulate artificial intelligence (AI) to ensure better conditions for the development and use of this innovative technology. AI can create many benefits , such as better healthcare; safer and cleaner transport; more efficient manufacturing; and cheaper and more sustainable energy.

In April 2021, the European Commission proposed the first EU regulatory framework for AI. It says that AI systems that can be used in different applications are analysed and classified according to the risk they pose to users. The different risk levels will mean more or less regulation. Once approved, these will be the world’s first rules on AI.

Learn more about what artificial intelligence is and how it is used

What Parliament wants in AI legislation

Parliament’s priority is to make sure that AI systems used in the EU are safe, transparent, traceable, non-discriminatory and environmentally friendly. AI systems should be overseen by people, rather than by automation, to prevent harmful outcomes.

Parliament also wants to establish a technology-neutral, uniform definition for AI that could be applied to future AI systems.

Learn more about Parliament’s work on AI and its vision for AI’s future

AI Act: different rules for different risk levels

The new rules establish obligations for providers and users depending on the level of risk from artificial intelligence. While many AI systems pose minimal risk, they need to be assessed.

Unacceptable risk

Unacceptable risk AI systems are systems considered a threat to people and will be banned. They include:

  • Cognitive behavioural manipulation of people or specific vulnerable groups: for example voice-activated toys that encourage dangerous behaviour in children
  • Social scoring: classifying people based on behaviour, socio-economic status or personal characteristics
  • Biometric identification and categorisation of people
  • Real-time and remote biometric identification systems, such as facial recognition

Some exceptions may be allowed for law enforcement purposes. “Real-time” remote biometric identification systems will be allowed in a limited number of serious cases, while “post” remote biometric identification systems, where identification occurs after a significant delay, will be allowed to prosecute serious crimes and only after court approval.

AI systems that negatively affect safety or fundamental rights will be considered high risk and will be divided into two categories:

1) AI systems that are used in products falling under the EU’s product safety legislation . This includes toys, aviation, cars, medical devices and lifts.

2) AI systems falling into specific areas that will have to be registered in an EU database:

  • Management and operation of critical infrastructure
  • Education and vocational training
  • Employment, worker management and access to self-employment
  • Access to and enjoyment of essential private services and public services and benefits
  • Law enforcement
  • Migration, asylum and border control management
  • Assistance in legal interpretation and application of the law.

All high-risk AI systems will be assessed before being put on the market and also throughout their lifecycle.

General purpose and generative AI

Generative AI, like ChatGPT, would have to comply with transparency requirements:

  • Disclosing that the content was generated by AI
  • Designing the model to prevent it from generating illegal content
  • Publishing summaries of copyrighted data used for training

High-impact general-purpose AI models that might pose systemic risk, such as the more advanced AI model GPT-4, would have to undergo thorough evaluations and any serious incidents would have to be reported to the European Commission.

Limited risk

Limited risk AI systems should comply with minimal transparency requirements that would allow users to make informed decisions. After interacting with the applications, the user can then decide whether they want to continue using it. Users should be made aware when they are interacting with AI. This includes AI systems that generate or manipulate image, audio or video content, for example deepfakes.

On December 9 2023, Parliament reached a provisional agreement with the Council on the AI act . The agreed text will now have to be formally adopted by both Parliament and Council to become EU law. Before all MEPs have their say on the agreement, Parliament’s internal market and civil liberties committees will vote on it.

More on the EU’s digital measures

  • Cryptocurrency dangers and the benefits of EU legislation
  • Fighting cybercrime: new EU cybersecurity laws explained
  • Boosting data sharing in the EU: what are the benefits?
  • EU Digital Markets Act and Digital Services Act
  • Five ways the European Parliament wants to protect online gamers
  • Artificial Intelligence Act

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COMMENTS

  1. How to Write and Format a White Paper (With Examples)

    In the world of marketing, a white paper is a long-form piece of content. The term "white papers" originated in England as government-issued documents. One famous example is the , commissioned by Winston Churchill in 1922. Today, the term is most commonly applied to "deep dive" style publications.

  2. How to Write and Format a White Paper: The Definitive Guide

    References (using correct industry format) What is a white paper? A white paper is an authoritative document intended to inform the reader on a particular topic fully. It combines expert knowledge and research into a document that argues for a specific solution or recommendation.

  3. White Paper: Purpose and Audience

    Professional, Technical Writing White Papers White Paper: Purpose and Audience White Paper: Purpose and Audience What is a White Paper? Originally, the term white paper was used as shorthand to refer to an official government report, indicating that the document is authoritative and informative in nature.

  4. Writing a White Paper

    A white paper is a deeply researched report on a specific topic that presents a solution to a problem within an industry. It is usually written by a company to illustrate their knowledge and expertise through facts and evidence; however, it should not advertise or endorse a company's product. Why write a white paper?

  5. White Paper Guide: How to Write a White Paper

    2. Make an outline. A white paper is a long-form document that is typically around 2,500 words long. With a paper of this length, it's best to make an outline that defines your target audience, organizes your research, and develops the structure of your paper.

  6. How To Write and Format a White Paper in 9 Steps (Plus Tips)

    White papers are in-depth, technical pieces of content that are backed up by extensive and original research obtained through reliable sources. This type of content typically includes various tables, charts and graphs to visually portray data discussed in the white paper.

  7. How to Write a White Paper in 10 Steps (+ Tips & Templates)

    Table of Contents What is a White Paper? How to Write a White Paper in 10 Steps White Paper Design Tips & Best Practices 7 Ways to Promote Your White Paper What is a White Paper? A white paper is a document used by business professionals who want to share in-depth information about a specific topic.

  8. White paper

    A white paper is a report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision. A white paper is the first document researchers should read to better understand a core concept or idea.

  9. What Is a White Paper? Types, Purpose, and How To Write One

    A white paper is an informational document issued by a company or not-for-profit organization to promote or highlight the features of a solution, product, or service that it offers or plans to...

  10. What is a whitepaper? And how to write one

    A whitepaper is a sales and marketing document written as an authoritative report to educate and inform potential customers. It discusses, in-depth, a potential solution to the prospect's problem, or pain point, where your product or service is an obvious solution. By incorporating research, studies, surveys, and other data to support the ...

  11. How to Write a White Paper [Tips & Templates]

    Most white papers follow a standard format that includes a: Title page Introduction Background Proposed solution Conclusion You may be wondering why there isn't a problem statement section. After all, a white paper is supposed to dissect and provide solutions to a problem, yes?

  12. What is a White Paper? (Definition, Templates + Formatting Tips)

    A white paper is an in-depth, authoritative document explaining or promoting a concept, idea or methodology in a formal, research-backed manner. Below is an example of a white paper template you can customize: Customize this template and make it your own! Edit and Download

  13. How to Write White Papers: 14 Steps (with Pictures)

    A white paper is a one-to five-page document that describes a given problem and proposes a specific solution to the problem. It's commonly used in government and corporate settings. A typical white paper might list ways to meet a client's marketing needs, suggest the use of a certain product for a technical process, or identify ways to tackle ...

  14. 20+ White Paper Examples, Templates + Design Tips

    Blog Marketing 20+ White Paper Examples [Design Guide + White Paper Templates] By Sara McGuire, Jun 28, 2023 There's a reason why white papers are a marketing staple. When created right, white papers boost your authority, solve problems for your clients and stakeholders and act as powerful lead magnets.

  15. White Paper

    Format A white paper should be structured in the following way: 1. Introduction The introduction is an overview of the white paper. It discusses the main points that comprise the document.

  16. What is a White Paper? Definition and Purpose

    White Paper: Definition and Purpose. A white paper is a document that outlines an organization's position on an issue and provides educational context to potential customers or stakeholders. White papers are designed to present persuasive research, detail a problem at hand, and provide a solution to an issue.

  17. What is a White Paper [+ Examples & Templates]

    A white paper is an authoritative guide (or in other words, an in-depth report) designed to address a business problem and provide possible solutions. They often have original research as their foundation, and they will typically take a strong position on what decisions need to be made to solve problems.

  18. A Guide to White Papers: Definition, Format and Titles

    A white paper, also known as a whitepaper, is an informative document that presents research and expert knowledge about a particular recommendation or solution. These documents ‌help the reader in making a decision, solving a problem or understanding an issue. White papers are text-heavy and typically contain at least 2,500 words.

  19. White Paper

    A white paper is a document, a form of technical writing, designed to provide an analysis or formal solution to a narrowly-focused problem. White papers are traditionally a way to educate a reader ...

  20. 7 Steps to the Perfect White Paper (Template & Examples)

    Step 3: Identify H1, H2, and Subsections. Give your white papers consistency by identifying standard protocols for subsections and how information is organized. This helps readers understand more information at a glance, and helps white paper authors more quickly put together their information.

  21. Guide for White Papers

    A good white paper discusses broad problems to be addressed rather than a specific technical solution or project to solve the problem. Please do not submit a pre-proposal or letter of intent for a project that your organization would like to undertake. White papers should not focus on ideas for individual R&D projects, although

  22. 25 White Paper Examples & Templates to Use Right Away [2024]

    3 Travel Guide White Paper Example. Our next sample white paper template is the travel guide white paper. This template is an excellent choice for any brand that needs to create white paper topics about travel. For example, you can create white papers on destination research, historical sites, travel trends or a quick guide to popular places.

  23. What is a White Paper? Format, Types and Examples

    Format, Types and Examples July 02.2019 5 minutes INTRODUCTION: WHAT IS A WHITE PAPER? White papers are great examples of marketing collateral that exhibit your authority over a chosen niche.

  24. Researching the White Paper

    Instead, the white paper author would get busy figuring out how the problem is defined by those who are experiencing it as a problem. Typically that research begins in popular culture--social media, surveys, interviews, newspapers. Once the author has a handle on how the problem is being defined and experienced, its history and its impact, what ...

  25. Create a form in Word that users can complete or print

    Open a template or use a blank document. To create a form in Word that others can fill out, start with a template or document and add content controls. Content controls include things like check boxes, text boxes, and drop-down lists. If you're familiar with databases, these content controls can even be linked to data.

  26. EU AI Act: first regulation on artificial intelligence

    As part of its digital strategy, the EU wants to regulate artificial intelligence (AI) to ensure better conditions for the development and use of this innovative technology. AI can create many benefits, such as better healthcare; safer and cleaner transport; more efficient manufacturing; and cheaper and more sustainable energy.. In April 2021, the European Commission proposed the first EU ...