what does white paper mean in research

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Health. Care. | An Educational Blog

3 key differences between white papers and scientific papers.

by Erica Mitchell | November 3 2021 | Research | 4 Comments

On the surface, commercial white papers and scientific papers published in journals appear similar. They are both presented with an emphasis on narrative rather than design, so neither will have flashy artwork or photographs and statistics are presented in black and white tables or graphs. They are similar in length - from 6 to 12 pages, give or take. Both will have citations, either as footnotes or end notes, using current research from respected journals and thought leaders. Even the formatting will look similar, with section headings including a brief summary, background, analysis, and presentation of data. Looking behind the surface, however, reveal 3 important differences.

Difference #1: The Author

Commercial white papers are written by a company's in-house staff or by a freelance writer under contract. The writer meets with the marketing staff to discuss the information to be presented, to determine an angle, and set parameters on facts and messaging. The author may have a background in the topic or product, but this is not required. The entire process can take anywhere from 25 - 50 hours to complete, from planning to publication. Final editing and approval is granted by the sponsoring company. Ultimately, the white paper reflects directly on the company that sponsors it, not directly to the author.

This anonymity could not be further from the authorship of scientific journal articles. For these documents, the authors are not only responsible for the narrative, they are also the lead investigators in the study, the experts analyzing data for their peers in the scientific world. Their published work is inexorably tied to their names, their careers, and their professional legacy. Important publications will continue to be cited in future work, each citation listing their name and article. Journal authors also take complete responsibility for the content of their articles, presenting their data at conferences, answering questions for interviews, and providing additional materials to those researchers wanting to know more. Final approval for these publications is granted by a panel of peer editors as well as the journal editor, often after several rounds of edits and clarifications that can take up to a year - in addition to the months or years required for the study itself.

Difference #2: The Goal

The goal of the white paper is to direct the reader towards making a specific decision . In one definition of a white paper, this type of document is "a persuasive essay that uses facts and logic to promote a certain product, service, or viewpoint." The author directs the reader to a specific conclusion using carefully-selected facts and logic, all with the desired result of portraying the product, service, or viewpoint in the best possible light.

In contrast, an academic paper will present the results of a study in order to contribute to the body of scientific knowledge , "warts and all." That is to say, the author's goal is to put forward data with analysis that add to the scientific conversation, to help clarify a bigger picture, and hopefully encourage further research. The author will build a logical framework with evidence from previous work, while acknowledging opposing viewpoints or possible contradictions. Every scientific paper will contain clear mention of the study's strengths and weaknesses, and any concluding statements will be carefully phrased in order to remain open-ended and neutral.

Difference #3: The Results

If the goal of the white paper produced by a for-profit company is persuading the reader to reach a specific conclusion, then the desired result of that document is a sale by the company that sponsored it . A white paper may not contain a sales pitch, but its carefully crafted message is intended to guide the reader to a specific decision: Investment in the product being described.

For a scientific journal article, the goal is to add to the body of knowledge in a meaningful way. Evidence of the relevance of this contribution can be the citation of that work in future presentation and/or articles published in the same field. Authors of significant work may also benefit from career advancement, requests for presentations at conferences and symposia, and availability of granting opportunities to continue their research. These results may seem amorphous to the layperson, but contributing to the vast body of academic knowledge is the pursuit of every research scientist. Just as the teacher aims to awaken a love of learning in a student, or a doctor works to heal a patient, the research scientist hopes to add a brick to the growing foundation of scientific knowledge, knowing that the brick may be the keystone to even greater discoveries.

This is not to say that all scientific papers add meaningfully to the body of knowledge, nor that all white papers are devoid of scientific value. Not all scientific papers are devoid of corporate influence, with some companies investing in research that then is published in an academic journal (with full disclosures in the publication). And not all white papers are a part of a corporate sales funnel. There are white papers produced by non-profit organizations, including professional associations, that are also persuasive rather than neutral. (An example would be a white paper about climate change produced by an environmental non-profit agency.) In these cases, the goal is to present and defend a specific viewpoint with no direct sales or commercial interest in mind. Some of these types of white papers will be published by trade magazines, appear in conference proceedings, and even be cited in other literature. While they are not neutral per se, they are not commercial in intent.

Commercial white papers can be helpful. For a potential customer considering a product, it can present a lot of information and statistics in a streamlined form, help the reader convince others about their support of a product, and identify practical ways to decide whether or not the product is a good match for one's needs. It's important for readers to always keep in the back of their minds, however, that it is a marketing tool that may not present a complete picture. In an academic hierarchy , the scientific paper will be considered superior, since they are unbiased and peer-reviewed. Ideally, a consumer will use both white papers and scientific research to make the best decision for their needs.

  Editor's Note: This post was originally published in December 2016 and has been updated for freshness, accuracy and comprehensiveness.

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Expert Commentary

White papers, working papers, preprints, journal articles: What’s the difference?

In this updated piece, we explain the most common types of research papers journalists will encounter, noting their strengths and weaknesses.

Republish this article

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License .

by Denise-Marie Ordway, The Journalist's Resource February 25, 2022

This <a target="_blank" href="https://journalistsresource.org/media/working-papers-research-articles/">article</a> first appeared on <a target="_blank" href="https://journalistsresource.org">The Journalist's Resource</a> and is republished here under a Creative Commons license.<img src="https://journalistsresource.org/wp-content/uploads/2020/11/cropped-jr-favicon-150x150.png" style="width:1em;height:1em;margin-left:10px;">

This tip sheet, originally published in May 2018, has been updated to include preprint research, a type of research featured often in news coverage of the coronavirus pandemic.

Journalists rely most often on four types of research in their work. White papers, working papers, preprints and peer-reviewed journal articles.

How are they different? And which is best?

Below, we explain each, pointing out its strengths and weaknesses. As always, we urge journalists to use care in selecting any research to ground their coverage and fact-check claims.

Peer-reviewed article

Peer-reviewed research — the kind that appears in academic journals and that we highlight here at The Journalist’s Resource — has undergone a detailed critique by scholars with expertise in the field. While peer-reviewed research is generally the most reliable, journalists should keep in mind that publication in a prestigious journal is no guarantee of quality and that no single university or research organization always does the best research on a given topic.

It is safe to assume, however, that articles published in top-tier journals have been reviewed and given a stamp of approval by a number of accomplished scholars. For journalists who are uncertain, we’ve put together a list of 13 questions  to ask to gauge the quality of a research article.

Keep in mind that not everything that appears in a scholarly journal has been peer reviewed. Journals publish various types of content, including book reviews, editorials, letters to the editor and, sometimes, even poetry.

Working paper

This broad category describes research papers that have not been peer reviewed or published in a journal. Working papers can be in various stages of completion. One might be ready for publication in a prestigious journal while another requires significant editing and other changes that could actually alter its main findings. Sometimes, working paper findings are so preliminary, authors will advise against citing their work .

Even so, working papers are a great way for journalists to gain access to new research quickly. The peer-review and publication process can take months to a year or longer, which means that by the time studies get published, their findings are sometimes not as useful or the data are old.

In choosing working papers, journalists should communicate with scholars about the progress of their research and how confident they are in their findings. It’s a good idea to seek corroboration from peer-reviewed research and to ask other researchers for help assessing a study.

A preprint is similar to a working paper in that it has not been vetted through a formal peer-review process. However, preprints tend to be more complete . Also, preprints submitted to public servers such as the Social Science Research Network and the health sciences server medRxiv get a cursory screening before they’re published online for public view.

Preprints, like academic journal articles, are assigned a Digital Object Identifier , or DOI, and become a permanent part of the scientific record.

White paper

A white paper is a report, often compiled by government agencies, businesses and nonprofit organizations, that outlines an issue and often explores possible solutions to a problem. For example, in November 2021, the federal Office of Community Oriented Policing Services released a white paper looking at factors that help or hinder law enforcement recruitment of Black Americans. Earlier in the year, the Advanced Technology Academic Research Center published a white paper on the American Rescue Plan ‘s widespread implications for government agencies.

In the business world, white papers also are used for marketing purposes — to describe a new product or approach, for instance, or diagnose a problem.

While a white paper can help journalists get up to speed quickly on an issue, it’s important to note some white papers advocate a specific position or policy change. Some rely on incomplete research or research that has not been peer reviewed.

Looking for more guidance on writing about research? Check out our tip sheets on covering biomedical research preprints amid the coronavirus and what journalists should know about peer review .

The Journalist’s Resource would like to thank Matthew Baum , the Marvin Kalb professor of global communications and professor of public policy at Harvard Kennedy School, for his help preparing this tip sheet.

About The Author

Denise-Marie Ordway

Research paper vs white paper: how are they different?

• September 14, 2022

Research paper vs white paper is a conundrum white paper writers frequently encounter. Most people had to write research papers when they were in high school and college, and many people work in industries where researchers and scientists publish research papers to inform colleagues and industries of what they’ve learned. So when they hear someone mentioning white papers, they can’t be faulted for assuming they’re the same thing. (Originally, a white paper was an official government report.)

What are research papers?

Research papers are formal documents or scientific articles exploring a particular subject in detail, and supporting the writer’s contention or arguments by including evidence from outside experts and other sources. Most research papers follow standardized structures, often beginning with some type of a thesis statement, presenting a series of arguments or sources in support of that statement, and ending in a statement about whether the thesis was successfully proven.

For students, academic papers are usually assigned to determine their mastery of a topic or their ability to write in traditional academic style. Professionals use peer reviewed research papers for a different reason. They want to share an idea they had and whether it proved to be possible, useful, or even valuable.

Scientific papers

Peer reviewed research papers are particularly important in the sciences. For example, many medical advances are first documented by the doctors or other scientists who discovered and tested them. An oncologist may stumble upon a combination of treatments that’s particular effective on a difficult-to-treat cancer. The doctor tests his idea following standard procedures and protocols and discovers it’s effective 86 percent of the time, so they write a research paper explaining the treatment and recommending the next steps for researchers.

The scientific research paper process is designed to explore all existing knowledge to create new ideas and discoveries, then document everything to help the scientist who pushes the frontiers of knowledge even further.

Publishing research papers

Recognition of the value of what a particular research paper analyzes often comes in the form of being published in an peer reviewed academic journal. Generally, an academic journal uses a peer review process in which several professionals read papers that have been submitted before publishing research papers. They ensure a logical framework is used and also make sure any statistics and other information used reflect peer reviewed research standards.

What is a white paper?

White papers are documents that explore complex issues to educate audiences. When used in a marketing or policymaking context, a white paper provides enough facts and arguments to convince people that your product, service, or strategy offers the best solution for the situation, educating them about the issue and making a case for your position or advice. Potential customers search for the information found in white papers.

White papers offer an excellent way to explain what makes your solution better than competing alternatives. You can use them to provide a technical discussion or summarize key information about a particular issue or problem to help the reader develop a stronger understanding. You describe common problems current and prospective customers face and provide detailed explanations as to how your approach provides the best solution.

Unlike ads and brochures, white papers are generally not promotional, without a strong sales pitch. Because the audiences that white papers target — such as engineers, CFOs, and CEOs — tend to distrust materials that appear to be more “salesy” than informative, most white papers are simply set up to look like trade magazine articles with fewer pictures.

So research paper vs white paper?

As in how they are different? First, they have two very different purposes. The purpose of a research paper is, for students, to prove mastery of a subject. For professionals, it’s to advance knowledge by sharing discoveries. A white paper, on the other sheet, is a tool to share information and influence decision-making.

Research papers explore all existing knowledge and can never have enough of it. White papers focus on a handful of points. Just enough knowledge to help someone make the right decision and nothing more. Research papers expand the mind, white papers attempt to narrow it.

Typically, research papers are written in the stiff, formal style that’s used in the academic world. You’ll have no trouble recognizing it from your memories of 8th grade English or your college composition class (or whatever fancy term your college came up with because they didn’t think you were smart enough to realize it was a composition class). Remember that long list of rules Mrs. Handsdown recited and all the red ink on your graded papers? Now when you write an email, you sometimes worry that she’s somehow going to see it, and you’ll feel her hovering over your shoulder.

The most effective white papers are written in a friendly, conversational way . Mrs. Handsdown would be very disappointed in you, but your boss will think you’ve become a genius. How so? It starts with the voice and tone of the written word. So you’re already a little confused. How could the written word make sound? Well, I didn’t say that. I said the voice and tone and not sound.

Literacy — the ability to read — is a relatively recent development in the evolution of our species. From the time we were magically created, hatched, or (whatever your image of life celebrates), until mere centuries ago, we had no way to communicate in writing. So we spoke. More important, we listened. Listening could keep us alive. Gradually, we learned the value of sharing what the old had learned from life so the young could take their places.

That was a long time ago, but you know what’s funny? Much of our mental wiring is from that era. Our brains do a great job of collecting and managing information. Was that the doorbell? Did a bird hit the window? Is that noise coming from beast of sharpest teeth? Your brain reacts to all three events the same way. It triggers hormones to kick up your energy and sharpen your senses so you don’t miss a thing. Thanks to some mutual ancestor who managed to stay a step ahead of a sabertoothed tiger, sound gets our immediate interest.

So we’re conditioned to listen for and pay attention to voices. Think of how many of the best times you can remember were spent in conversation with friends or family. Think of the number of interactions you have with other people on a given day, and what percentage include at least some conversation, even if it’s just “mornin’.”

As children, we grasp reading by connecting words with their associated sounds. And because the spoken word is so comfortable for us, we begin to recognize it in what we read. As we read a paragraph, we “hear” a voice in our heads. The voice is how we think the author or the character sounds. Not sure what I’m saying? Have you ever read a book and then seen a movie made from the book? A character speaks and you think, “Hey! He doesn’t sound like that!” You heard his “voice” when you read the book.

Based on the voices they hear, people draw very important conclusions about you. They decide whether you can be trusted. How you will treat them. Whether you’re genuinely friendly or just acting nice. You can control that impression, because you can control that voice.

Sometimes, presenting the right voice means ignoring some of those grammar rules Mrs. Handsdown drummed into your head. Why? Effective copy talks to people, and people don’t speak with textbook grammar. We start sentences with conjunctions, we end them with prepositions. We even use fragments. (That doesn’t mean grammar is unimportant. Forgetting basic agreement or structure can make you sound uneducated. Don’t be afraid to break rules – but do it selectively and with reason.)

By writing a white paper in a friendly, conversational way, you’ll tap into our desire to listen to voices and do a better job of capturing the reader’s full attention.

Is grammar for research and white papers different?

As I mentioned, research papers are usually written in that formal, stuffy academic style taught in high school English and college Composition classes and often used by technical writers.

But writing white papers isn’t about trying to please strict English teachers or jaded Composition instructors. Writing white papers is about selling. Telling. Convincing. Entertaining. Emphasizing. Doing that effectively demands copy that’s individual and personal. In fact, the more copy sounds like conversation, the more effective it tends to be.

That doesn’t mean you should ignore basic rules of grammar and syntax. The degree of grammatical correctness should reflect the situation and the audience. If the primary audience for your white paper is a group of university professors, you’ll want to make it more formal. But if you’re writing to industrial purchasing agents, your white paper should use the kind of language they use every day.

How should white papers be written?

Again, the most effective kind of language to use in a white paper is conversational. It really is okay to use contractions (like “can’t” or “won’t”) because they keep copy talky and friendly. It’s also okay to start sentences with conjunctions like “and” or “but,” and to end them with prepositions. And while you learned not to use “you” when writing for school, using it in a white paper will make it seem more like a conversation you’re having with the reader.

Some companies believe in hiring technical writers for white papers, but technical writers are usually more geared to projects like documentation or manuals, not white papers.

As for format, white papers usually begin with a general summary of the issue or the problem, and then go into depth about that issue or problem. Once it has been explored at length, the paper explains the solutions or approaches that have been developed to address the issue or problem, with a focus on the solution or approach that you want to advance. White papers often end with a brief message about your company and what it offers to prospective customers.

Some white papers include a short abstract at the beginning of the paper to summarize the key messages and conclusion. You can also place a list of other references and sources that the reader may find informative at the end of the paper.

Are there different types of white papers?

Companies may use several types of white papers companies as part of their marketing communications efforts. Most white papers fall into one of the following four categories.

1. White papers for background information

Some white papers are designed to provide background information about an issue or a challenge. Their goal is educating the reader about the matter so they can make more informed and/or confident decisions. An example might be comparing the advantages of shipping by truck with those of shipping by train, so a decision-maker is better able to evaluate which is the right choice for their company.

2. White papers for problems and solutions

Many white papers begin by describing a common problem the audience faces — whether that’s machinery that’s breaking down too often because of contamination issues or erosion tearing the topsoil from newly built slopes. Then the white papers examine the solutions available for that problem. With the machinery, it might involve a different type of lubrication or changes to the maintenance schedule. With the erosion issue, it might involve woven mats of organic materials that help plantings become rooted more quickly so they’re better able to withstand water.

3. White papers about processes

White papers can be an excellent way to explain and explore processes, from the many steps in bringing fresh produce from a farmer’s field to a restauranteur’s table, to the insight professionals like architects bring to design and construction of buildings. A well-written white paper can bring these processes alive for people who need to know about how these things work, such as lawmakers who are considering legislation about affecting those processes.

4. White papers presenting collections of information

This strategy is best when you have many bits of information or advice that would be helpful to readers, but none of them warrants a full-length white paper of their own. They’re often presented as numbered documents with titles such as “20 simple ways to improve your fleet maintenance program.” Readers are often attracted to this type of white paper because it’s easy to read and normally simplifies otherwise complex topics.

Could our business benefit from white papers?

If you can answer “yes” to any of the following five questions, it’s likely white papers can help you. In fact, more “yes” answers you provide, the more likely white papers should be part of your organization’s toolkit.

1. Is what you offer complicated, innovative, or different than your competitors?

If your company’s product or service is complicated, innovative, or significantly different from what your competitors provide, creating a white paper may be one of the most effective ways to convince people it’s the best choice for them.

That’s because selling something complex or innovative demands helping the prospect see why it represents a better choice. It’s hard to do that convincingly in an ad or email, but a well-written white paper provides enough facts and arguments to educate them while helping them reach the decision you want.

2. Is advertising not sufficient to explain the advantages of what you offer?

While advertising or other traditional marketing methods can be effective channels, they rarely allow you to get into detail about what makes your product or service better.  Plus, many people are wary of channels such as advertising because they know it’s a blatant sales effort.

A well-crafted white paper is an informational tool that seeks to educate the reader. Because the white paper doesn’t appear to be as promotional, people will give it more credence. Plus, people tend to hang onto white papers longer than they retain ads, giving your message a longer life.

3. Do prospects and customers find it hard to grasp your value proposition?

Like you, your customers and prospects are hungry for good information, but they’re also busy. Because their time is limited, they appreciate practical guidance that’s focused on their specific needs, and they trust white papers more than other channels.

They’re willing to take the time to read white papers because they need to know something. Maybe they want to better understand a new technology. Perhaps they’re desperately seeking a solution for a problem that’s hurting their business. Or it could be that they want support for a recommendation they’re making to their bosses. Whatever the reason, white papers provide trustworthy information and improve their perception of your organization and what you offer.

4. Is your sales process lengthy?

If your product or service is a commodity, is easily understood, or typically is purchased on impulse, a white paper probably won’t do much for you. But if you’re selling a high-value product or service that takes many weeks or months to move from initial interest to finished deal, a white paper can help you speed the process along.

5. Does your customers’ decision-making process involve many people?

Often — particularly with items that involve a significant investment of capital, such as plant equipment — purchase decisions are not made by just one or two people at your prospect. They may have the status and authority to recommend what you offer, but getting final approval may require the blessing of everyone from production engineers, to the operations team, to the CFO and CEO. Unfortunately, you and your team can’t speak with everyone who will play a role in the decision.

That’s when a white paper can stand in for you. A white paper that discusses the advantages of what you offer, contrasts it with other options, and explains how users can get the greatest value from it will help you communicate with decision-makers you can’t reach directly. When your contact attaches your white paper to their recommendation, it not only provides evidence that it’s the right choice, but it may help to answer questions and overcome objections other people in the process may have.

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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.

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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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White Paper Style Guide

• When to Use a Whitepaper
• How to Format a Whitepaper
• Citation in Technical Papers

Links to Helpful Content

• Purdue OWL Video on Writing White Papers
• WhitePaper Guy, (Gordon Graham)

White Paper or Whitepaper?

White paper is more widely used and it has strong documentation to back it up. At the end of the day, white paper is the safer choice. You won't be wrong for choosing to use the space-separated version. When it comes down to it, whitepaper is an acceptable preference at best, while white paper is the standard. (from blog linked above, May 12, 2016)

(In 2022, the age of the adjective/noun mashup for naming apps and businesses, this seems a quaint opinion.)

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

The term originated in Britain, where it refers to a type of government issued document. In a business context, the purpose of white papers has evolved to an aspect of marketing and is often used to persuade.

Key Characteristics of White Papers

White paper experts including Gordon Graham have identified these key characteristics for a white paper:

• A document containing narrative text
• At least 5-6 pages long
• Oriented in portrait format (landscape format tends to be for B2B e-books)
• Educational, practical and useful, not a sales pitch
• Used before a sale, not after a sale
• Provides facts, not just opinion
• Includes an introduction or executive summary

If a document has all these characteristics, it’s probably a white paper

from "That White Paper Guy"

Purpose of White Papers

"A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.

Marketers create whitepapers to educate their audience about a particular issue or explain and promote a particular methodology. They're advanced problem-solving guides. Typically, whitepapers require at least an email address for download (usually they require information more than that), making them great for capturing leads."

A whitepaper is NOT:

"A product pitch. Although Investopedia , [see above], defines a whitepaper as 'an informational document issued by a company to promote or highlight the features of a solution, product, or service', be warned that overtly shilling your own stuff could turn off your readers. The goal of a whitepaper is to inform and persuade based on facts and evidence, not tell the world why your product is the best and they need to buy it now." [Investopedia seems to have backed off from this stance.]

from Hubspot

• Next: How to Format a Whitepaper >>
• Last Updated: May 11, 2023 1:13 PM
• URL: https://libguides.uml.edu/whitepaper_style

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

By Jennifer Gaskin , Oct 22, 2021

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:

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.

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:

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.

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.

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.

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.

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.

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 :

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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White Paper: What Is It & How To Write One [With Examples]

Creating a white paper is a quick way to build your expert image, get a ton of shares and mentions of your company on other blogs and social media, and generate leads online.

But creating a white paper is a daunting process that often requires conducting additional research, interviewing experts, and involving specialists in writing and putting it together.

In this article, we will explain what makes an excellent white paper and how to create it stress-free.

What is a White Paper?

A white paper is a form of content that aims to position a brand as a thought leader in the industry and build trust among interested parties—potential buyers of its products or services.

White papers are usually backed with solid research and contain original findings on a specific subject. The subject covered in the white paper is often the one where the company or brand can show extensive expertise.

White papers are often written from either perspective:

• Presenting a background of a subject and covering all related specifics and trends
• Showing solutions to a specific problem and equipping the audience with the right tools to solve a particular issue.

White papers are widely used in B2B but are not limited to this domain. These days, any company or brand can benefit from creating a white paper.

There are at least two main benefits that white papers bring to any company using this type of content in their strategy— lead generation and brand building . So how can you create a white paper that helps reach these two goals? Let’s explore.

Tips on Writing a Good White Paper

White papers are not another guide compiled from information taken from Internet sources. Instead, a good white paper is original content that no one has ever covered.

That’s why writing a white paper is quite demanding and involves documented research and interviews with key players in the field.

Here are some tips to make working on creating and promoting a white paper more accessible for you.

1. Choose the right topic for a white paper

Your white paper topic shouldn’t be a random choice. Start by outlining the areas where you have the most expertise, researching how well those topics are covered, and looking for content gaps—your best content opportunity.

If no one has adequately covered a topic or subject within your area of expertise, this is a good place to start.

Ryan Carruthers, Content Marketing Manager at Together , says:

Our process for writing white papers is to compare our highest traffic and highest converting blogs. If these topics are driving a lot of awareness or even bringing in revenue, we should probably be developing thought leadership around it. We'll dig into these high value blogs and then consider the wider context they sit within. Then we'll dig a lot deeper into the topic as a white paper. For example, if we have a blog on employees who are thinking about their long term career goals and it generates a lot of traffic for us, perhaps it would make sense to put together a white paper on the trending skills or career trends for employees in a certain industry or demographic.

Apart from covering a content gap online, your topic should also meet the needs of your audience and be engaging.

2. Research your target reader

Before writing even a paragraph of your white paper, define your audience. Take some time to look at their demographics, motivations, objections, challenges, etc. Then, you can use the following template to do your persona homework .

Putting yourself in your persona’s shoes will help you choose the right tone of voice for your white book and include relevant information for your target audience.

3. Structure your white paper and brainstorm contributors

When you have a rough idea about the topic and persona, it’s time to outline your guide and become more specific on the content of a white paper. Next, you can break it down into chapters, and once your overall structure is ready, proceed to the outline of each chapter.

You might want to consider what research you’d need for every chapter and whether you're going to involve your partners or other industry thought leaders in creating the white paper.

For example, you can choose to interview some experts both within your organization and outside of it. Next, you can quote them in the white paper and encourage the experts to distribute the white paper in their network.

Tip: Using StoryChief’s editor, it’s super easy to collaborate with internal and external writers on your ebook content. Write in real-time, provide feedback, resolve comments, and approve content for publication. Try it free .

4. Provide lots of value

When writing white papers, share unique findings or research to position yourself as an expert. Instead of rewriting what’s already available online, provide a different angle.

Adding interview transcripts with experts that share new information is critical. But you can also develop a methodology for independent research, collect data through surveys, and describe your findings.

Look at the subject from the perspective of solving a specific problem your users usually face and demonstrate possible solutions.

The process of writing a white paper should focus on taking your reader from point A to point B. At point A, users have some issues you want to help them solve. Then, by educating them on the subject and showing them how they can solve the problem, your users end up at point B.

5. Make your white paper engaging

Remember that your white paper is not a doctoral thesis, your audience expects easy-to-consume content. That’s why you have to follow these rules when creating your white paper.

• Keep sentences short. Your audience can have a short attention span and will most likely read your white paper online. Long sentences can make it more challenging to consume content on the Internet.
• Shorten your paragraphs. Your paragraphs shouldn’t be too long. Make sure they don’t exceed 3-4 passages.
• Adjust the amount of jargon. Again, depending on who will read your white paper, they expect different content complexity levels and industry jargon.
• Use some examples or case studies . Examples and case studies make it easy to understand the subject and make content more engaging.
• Think over the visual format . It’s best to work with a professional graphic designer who can make your content shine. The visual content (images, infographics, tables, and illustrations) is also essential as it dramatically affects how we perceive information. For example, online insurance company PolicyMe uses eye-catching visuals and infographics to make their reports about finances more engaging.

6. Proofread to avoid mistakes

Grammar or punctuation mistakes don’t contribute to creating a professional image. That’s why you must proofread your white paper content before sending it for design or distribution.

It’s best to work with an editor who can spot your mistakes and polish your content.

7. Create a landing page and opt-in form

You can’t just randomly link your white paper content on your blog or main page. It needs a dedicated place on your website where you can direct people. Create a landing page where you can build demand for your white paper and describe the benefits of downloading it.

You can gate your white paper and present it as ungated or semi-gated content.

For gated content , you have to create an opt-in form asking your readers to submit some of their details (such as email or phone number) to download the white paper. Then, you can generate leads and nurture them to become sales opportunities.

With ungated content , you don’t create any opt-in forms and make your white paper content available to a broader audience, but you don’t usually generate leads. This option is excellent for brand building, improving your search ranking, and getting your white paper shared online.

Semi-gated content is a good option as well. It involves making some parts of your white paper ungated and gating the rest of the content. Once readers reach the gated part of the content, you can trigger an opt-in form.

Here is why this approach works. Reading a few pages can help readers understand the value of your white paper. Then, once you ask them for contact details, they will experience much lower friction compared to the situation when they are asked for details in advance.

Read more: Content Marketing Toolkit to Bring in More Leads

7. Distribute your white paper

The distribution part is equally crucial as creating content. Not many people will find your white paper online without a proper distribution strategy. That’s why deciding on the distribution channels for the promotion is essential.

For example, you can involve your partners in posting about your white paper on their social media, giving it a boost with ads, or optimizing it better so it ranks higher in Google. Choose the promotion strategy that fits your business specifics the best.

Read more: Ebook distribution funnel template

White paper examples

With the growing popularity of content marketing, any business can benefit from creating and distributing white papers.

Use cases of white papers appear in different fields, from marketing to tech. Let’s look at a few examples of white papers across industries.

1. Netguru — Disruption Guide Fintech 2022

In their Fintech Guide, Netguru covers the main aspects of technology for the financial industry — trends, people, and companies that play a crucial role in this field.

Their white paper is based on interviews with thought leaders in the field, which adds to the resource’s credibility.

On their dedicated landing page, they show the white paper’s outline and bring up the images of internal and external experts that have contributed to this solid piece of research.

The white paper has been created to attract the interest of both startups and established companies that want to get familiar with the latest fintech trends. It is the audience Netguru aims to build trust with and eventually convert into sales opportunities.

2. 360Learning — 2022 US Learning and Development Career Path Guide

360Learning is a learning management system specializing in helping companies promote collaborative learning throughout their organizations.

Their white paper covers the career paths and salary reports for the US Learning and Development industry. This white paper is unique in that most of the content is ungated - meaning you don’t need to give your email address to access it.

3. Searchmetrics — US eCommerce Market Analysis

Searchmetrics researched the key eCommerce verticals to learn about the trends in search queries, paid traffic, and companies dominating search rankings.

With their whitepaper, Searchmetrics is targeting SEO specialists and marketers.

The company emphasizes the benefits of downloading a whitepaper that decreases the friction of filling out the opt-in form for white paper download.

4. Upflow - 8 Tips to Get Paid on Time

Rather than getting too in-depth, Upflow chose to keep its guide digestible by providing just 8 methods businesses can use to get paid on time. To make it easy for users to convert, they only ask two questions on their form, but they do it in a really smart way.

The most important piece of information for Upflow to have about potential leads is what invoicing tool they use, so they simply and only ask that. No need to fill out country, company, or job title. This is a good technique for gated content. Figure out what the one piece of information you actually need to know about leads is, and then simply ask that.

Concluding thoughts on white papers

White papers are a great tool to build your thought leadership online. It helps position you as an expert and attracts the attention of the people you can help with your expertise.

But white papers don’t only educate; they also become an excellent lead-generation tool and bring you new clients. By following the tips we have covered, you can publish a white paper that your audience will find helpful and share it with their communities.

Ready to supercharge lead generation? Let content be your magnet! Join the ranks of 5,000 successful businesses using StoryChief to attract more leads through content. Get started for free today .

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

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

Write an actual white paper with individual instructor guidance.

Our Advanced Business Writing Course + Coaching includes written feedback and two live coaching sessions.

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. 

Write any complex document and get personal feedback on your actual business writing.

Our Advanced Business Writing Course + Coaching includes written feedback and two live coaching sessions on any document.

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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Purdue Online Writing Lab Purdue OWL® College of Liberal Arts

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:

UWP 102G: Writing in the Environmental Sciences

What is 'grey literature', defining grey literature.

Grey literature is defined as

That which is produced on all levels of government, academics, business, and industry in print and electronic formats, but which is not controlled by traditional publishers

They are often white papers , policies, proceedings, or other documents that are outside the traditional scope of publishing venues and, as such, may be challenging to find.

What is a White Paper?

Often, the term white paper refers to governmental reports, indicating that the document is authoritative and informative. However, much of the grey literature published today is authored by think tanks or nonprofits. This genre of publication is used to argue a specific position or propose a solution to a problem, addressing an audience outside of their organization. 

The Purpose of a White Paper

The purpose of a white paper is to advocate that a certain policy solution is the best approach for tackling a particular problem. Organizations that seek to publish on specialized, highly relevant, and sometimes very urgent topics will hire experts, practitioners, and/or scholars to conduct research and publish reports outside of traditional academic publishing.

Unlike scholarly publications, which provide analysis and make general recommendations, white paper authors aim to craft and influence specific governmental and/or industry policies. These organizations are often privately funded through donations or special interest groups, or they may be companies pursuing governmental funding for their services. Therefore, it is critical to consider the motivations behind publishing reports in addition to scrutinizing their methods.

What Kind of Problems Need to be Solved?

A white paper is a document that informs readers on a particular topic/issue and uses authoritative knowledge and research to argue for a specific solution. The audience for a white paper can be the general public, with the goal of shaping public opinion, or it may be legislators and governmental officials, with the aim of influencing their decision-making. 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.

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White Papers in B2B Marketing: Uses, Types, Tips, Templates

Learn what is white paper in marketing, sales, business, and research, what a white paper looks like , and what makes a good white paper for lead generation.

Hadar Peretz

8 minute read

Short answer

What is a white paper in business & marketing?

A white paper in marketing and business is a comprehensive, authoritative report that combines in-depth research with persuasive content. Its purpose is to educate prospective clients and influencers about a specific aspect of a product or service, showcase expertise, guide decision-making, and ultimately lead to a purchase.

White papers are the heaviest weapon in marketing, but it takes great skill to wield

White papers are powerful tools you have in digital marketing. It can educate, persuade, and establish authority within the ranks of the hardest-to-reach decision-makers.

Whether you're a business looking to craft a compelling white paper or a professional seeking insights, understanding their nuances, challenges, and future trends is crucial.

The key to a successful white paper lies in its content, design, distribution, and strategy.

This post with cover all that. It’s your introduction to the complicated yet highly effective world of white papers in business, including digital marketing, sales, and customer nurturing.

What does a white paper look like?

White papers traditionally look like long-form PDFs with accompanying images, charts, graphs, and infographics. But this legacy format is now being replaced with interactive web-based content with videos, animations, live data, surveys, calculators, and more.

This transition makes white papers more engaging and share-worthy, which yields more leads and expands reach.

Here’s what a modern interactive marketing white paper looks like:

Why are white papers called that way?

The term "white paper" has its roots in British government policy papers, which were known for their white covers. These documents were used to present government policies and invite public feedback.

White papers made their transition to business use as businesses recognized the power of detailed, authoritative documents in influencing decisions.

What is the purpose of white papers?

The purpose of a white paper in business and marketing is to provide in-depth knowledge on important industry topics, establish authority, influence decision-making, and generate leads by addressing industry challenges and presenting solutions in a persuasive manner.

Lead generation for complicated B2B solutions

White papers are often gated content, meaning readers provide their contact details to access them. This not only helps in lead generation but ensures that the leads are genuinely interested in your offerings.

Thought leadership

Publishing in-depth white papers on industry trends, challenges, and innovations positions your company as a thought leader. It shows that you're not just a player in the industry but a knowledgeable and trusted resource.

Sales enablement

Sales teams can use white papers to address potential clients' concerns, showcase the product's benefits, and provide tangible evidence of its effectiveness through case studies.

Challenges of writing effective white papers

While white papers are powerful tools, they're not without challenges. Let's discuss some common criticisms and how to navigate them.

Issue of over-saturation: With so many businesses publishing white papers, there's a risk of over-saturation. How do you ensure yours stands out? By focusing on unique insights, actionable content, and a compelling design.

Addressing quality concerns : Not all white papers offer value. Some might be thinly veiled sales pitches. Ensuring your white paper provides genuine insights and is backed by credible sources can address this concern.

Navigating potential biases: Being a company document, white papers might be perceived as biased. While it's natural to highlight your product, it's crucial to maintain a balanced perspective, discussing its potential limitations and how they're addressed.

Competing over visibility on search engines: Just like your website and blog posts, white papers can need to be optimized for search engines or they will never be found organically. Including relevant keywords, optimizing meta descriptions, and ensuring mobile-friendliness can boost its visibility. Consider using a backlinks service that can help both with your website and white papers.

Types of white papers

White papers stand out as authoritative and detailed sources of information with a unique ability to educate stakeholders, decision-makers, and influencers.

But the type of white paper matters. Your white paper report has to be gauged to the needs and the level of understanding of the audience you want to influence.

Furthermore, the type and content of the white paper should align with the goal you aim to achieve.

Let’s break it down and see what white papers actually look like.

1) Technical white papers

These are detailed guides on critical industry topics made for the tech-savvy audience.

If a company develops a new AI algorithm, a technical white paper would delve into its coding, functionality, and integration capabilities.

For instance, when Google introduced its new cloud security measures for G Suite they released their Encryption in Transit in Google Cloud white paper. The purpose was to showcase their new technology and pull clients to Google away from competitors like AWS.

Includes: Detailed explanations of technology, methodologies, and product mechanisms.

Goal: To educate a technically savvy audience about the intricacies of a product or innovation.

Target Audience: Engineers, IT professionals, and technical decision-makers.

2) Business benefits white papers

These focus on the advantages a product or service offers to businesses. For example, a company offering cloud solutions might publish a white paper detailing how their service can lead to cost savings, increased efficiency, and scalability for businesses.

Includes: Highlights of the advantages and benefits of a product, service, or methodology.

Goal: To showcase the value proposition and ROI of a solution.

Target Audience: Business executives, potential clients, and non-technical decision-makers.

3) Thought leadership white papers

Some businesses use white papers to educate potential clients about a solution, helping them make informed decisions.

For example, a cybersecurity firm might publish a white paper on the latest threats, educating businesses on the risks and offering their solution as a remedy.

Includes: Forward-thinking insights, predictions, and expert opinions on industry trends.

Goal: To position a company or individual as a thought leader or industry expert.

Target Audience: Industry peers, potential clients, media, and the general public interested in the topic.

4) Problem presentation and solution proposal

These white papers often start by highlighting a prevalent issue in the industry, and then proceed with describing a uniquely effective solution offered by the company writing the paper.

For instance, a white paper on sustainable energy might begin by discussing the environmental impacts of fossil fuels. It then transitions into presenting a solution, such as a new biomass technology, detailing its benefits and implementation.

Includes: Specific challenge or issue and a proposed solution or set of solutions.

Goal: To inform and persuade about the best course of action.

Target audience: Decision-makers, executives, managers, and professionals seeking industry-specific solutions.

5) Hybrid white papers

A hybrid white paper is a comprehensive document blending technical details with business benefits, catering to both technical experts and business decision-makers.

Includes: A combination of technical details and business benefits.

Goal: To provide a comprehensive view of a solution, catering to both technical and business audiences.

Target Audience: A broad spectrum, from technical experts to business leaders.

6) Research white papers

A research white paper is an in-depth presentation of original research, findings, and data, offering new insights or empirical evidence on specific topics.

Includes: Presentation of original research, findings, and data on a specific topic.

Goal: To share new insights, and discoveries, or validate a solution with empirical evidence.

Target Audience: Academics, industry researchers, and businesses interested in the research topic.

7) Policy white papers

A policy white paper is a discussion of industry standards and regulations, aiming to influence policy, guide standardization, or advocate best practices.

Includes: Discussions on industry standards, regulations, and best practices.

Goal: To influence policy, guide standardization, or advocate for best practices.

Target Audience: Industry regulators, policymakers, industry leaders.

7 critical components of effective white papers

Crafting a white paper isn't just about compiling information. It's about presenting it in a structured, engaging, and persuasive manner.

Let's look at the essential components that can make or break your white paper.

What to include in a white paper

Compelling title:

The title is the first thing readers see. It should be intriguing enough to pique their interest.

For instance, instead of "Our New Software Features," a title like "Revolutionizing Workflows: Unveiling Our Game-Changing Software Features" is more captivating.

Enticing abstract or summary:

Before diving deep, give readers a snapshot of what to expect. This section should be concise, highlighting the main points and the benefits of reading further.

Introduction and problem statement:

Start by addressing a prevalent issue in the industry. This not only grabs attention but also establishes relevance. For instance, a white paper on remote work solutions might begin by discussing the challenges businesses faced during the pandemic.

Detailed solution presentation:

After highlighting the problem, present your solution in detail. This shouldn't just be about your product but how it addresses the stated issue. Using real-world examples can make this section more compelling.

Incorporating case studies:

Nothing builds trust like proven results. Include case studies where your solution has made a tangible difference. This not only adds credibility but also gives readers a practical perspective.

Concluding takeaways and next steps:

Summarize the key points and guide readers on the next steps. Whether it's contacting your sales team, signing up for a webinar, or downloading a product demo, make sure the CTA is clear and compelling.

Trustworthy references:

Cite your sources. This not only adds credibility but also shows that your content is based on factual information.

White paper design and format

While content is king, design is the throne it sits on. A well-designed white paper can enhance readability, comprehension, and engagement.

Let's delve into the aesthetics of white paper creation.

1) Graphics and charts

Visual aids can simplify complex data, making it easier for readers to grasp. For instance, if discussing market trends, a well-designed chart can convey the information more effectively than paragraphs of text.

2) Layout and design

A cluttered layout can deter readers. Use a clean design, with ample white space, consistent fonts, and a logical flow. Remember, the design should enhance the content, not overshadow it.

3) Interactive white papers

Interactive white papers are shown to be more, engaging, more memorable, and better understood than traditional static PDFs.

Incorporating clickable elements, videos, and interactive graphs can enhance user engagement.

Companies like Cisco have experimented with interactive white papers, resulting in increased user dwell time and improved lead generation.

Here’s a comparison of static vs interactive white papers. Which would your readers prefer?

4) Ideal length

While white papers are detailed, they shouldn't be unnecessarily lengthy. Aim for comprehensiveness without being verbose. Depending on the topic, anywhere between 5 to 20 pages will be most effective.

But the rule of thum b is to strive for the shortest document possible without eroding the core information your audience needs to make an informed decision.

What makes a good white paper?

Below is our list of white paper best practices which, if applied, will bring you outstanding results.

This advice is easier said than done. White papers are a complicated and expensive marketing asset to produce. But we believe it’s worth it, and believe you can do it.

White paper best practices

Historical context can add depth to your white paper: If discussing a longstanding industry issue, referencing older white papers can showcase its evolution.

Always ensure your white paper adds value: It shouldn't just be a lengthy sales pitch but should offer genuine insights and solutions.

Always focus on the reader's perspective: What are their pain points? How can your solution alleviate them?

Always keep the reader's journey in mind: The flow should be logical, taking them from recognizing a problem to seeing the value in your solution.

Align the type of white paper with your target audience: A technical white paper filled with jargon won't resonate with a non-technical audience.

Consider your brand identity: The design should resonate with your company's colors, fonts, and overall aesthetic.

If opting for interactive elements, ensure they're mobile-friendly: A significant portion of your audience might access the white paper via mobile devices.

Seek external feedback: Before publishing, get feedback from industry experts outside your company. This can provide a fresh perspective and highlight potential biases.

Use real-world examples to bolster your points: For instance, if discussing the benefits of sustainable energy, cite studies showing its positive impact on communities.

Use visuals to reduce textual load: Infographics, charts, and images can break the monotony and make the content more digestible.

Promote your white papers across various channels: Leverage anything from email campaigns to social media, to maximize their reach.

Regularly update your white papers to reflect the latest trends: Ensure your reports remain relevant and valuable.

Help your readers focus on key information: Always accompany your white paper with a compelling description, highlighting its key takeaways.

Best channels for distributing a white paper

Creating a stellar white paper is just half the battle. The next step is ensuring it reaches your target audience. Let's explore the most effective distribution channels.

1) Company websites: Your company's website is the first place potential clients visit. Hosting white papers here, especially in a dedicated resources section, ensures they're easy.

2) Email campaigns: Email remains one of the most effective marketing tools. Sending targeted email campaigns with your white paper as the main content can drive significant engagement.

3) Sales deck and marketing one-pagers: White papers are used to build trust and authority in various stages of the sales process. They can be added as an effective next step in early-stage decks like your sales pitch deck and product one-pager .

4) Social media platforms: Platforms like LinkedIn, known for professional networking, can be ideal for sharing white papers. A catchy post with a compelling snippet from the white paper can drive clicks and downloads.

5) Distribution at industry events: Conferences, seminars, and trade shows are where industry professionals gather. Distributing physical copies or providing download links during presentations can boost your white paper's reach.

How to measure white paper performance

To make a truly effective business white paper you must monitor its performance. To do this you can’t keep relying on PDFs which offer no visibility into your reader’s engagement beyond the initial download.

PDFs are a legacy of paper handouts. They are not fit for modern content experiences and are unable to provide even the most basic information for making data-driven decisions.

Monitor the performance of each distribution channel to understand where you're getting maximum engagement and optimize accordingly.

If you have website versions of your white papers use tools like Google Analytics to monitor your white paper's performance.

If create web-based interactive white papers with Storydoc, you can rely on Storydoc’s built-in analytics suite to get granular information about who read your white paper, which parts they lingered on and which they skipped, how long they read it, how far they scrolled, who they shared it with, and more.

Future trends for making competitive white papers

As the digital landscape evolves, so do white papers. Let's gaze into the crystal ball and explore the trends that might shape the future of white papers

AI white paper content and design generation

Artificial Intelligence isn't just for sci-fi movies. It's making inroads into content creation too. AI tools can assist in gathering data, analyzing trends, and even drafting sections of white papers.

For instance, companies like Storydoc are pioneering AI-driven white paper report design and content generation . These are revolutionizing how white papers are crafted, reducing production time and cost, and improving content experience.

Automating white paper personalization at scale

One size doesn't fit all. Some white-paper designers already let you tailor each document to individual readers, focusing on their specific interests and preferences.

Imagine sending a white paper that adjusts its content based on your prospect’s professional background, interests, and past interactions with the company.

Well, you can do just that by integrating your CRM with Stroydoc , letting you automatically pull each contact’s information and details into the individual white paper you send them.

You can do with at scale, limited only by the number of contacts and the information you hold in your CRM.

White paper templates that take you from static to interactive

With the business world being so stuffed with the same old lengthy and tedious white papers, its high time to do something different.

Instead of aiming for industry standards, do what the industry leader you claim to be would do - create cutting-edge interactive white papers that provide content experiences worth sharing.

The white paper templates below help you do away with the legacy boring PDFs your competition uses and steal away their attention with interactive storytelling content and design.

I am a Marketing Specialist at Storydoc, I research, analyze and write on our core topics of business presentations, sales, and fundraising. I love talkig to clients about their successes and failures so I can get a rounded understanding of their world.

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Home » Research Paper – Structure, Examples and Writing Guide

Research Paper – Structure, Examples and Writing Guide

Table of Contents

Research Paper

Definition:

Research Paper is a written document that presents the author’s original research, analysis, and interpretation of a specific topic or issue.

It is typically based on Empirical Evidence, and may involve qualitative or quantitative research methods, or a combination of both. The purpose of a research paper is to contribute new knowledge or insights to a particular field of study, and to demonstrate the author’s understanding of the existing literature and theories related to the topic.

Structure of Research Paper

The structure of a research paper typically follows a standard format, consisting of several sections that convey specific information about the research study. The following is a detailed explanation of the structure of a research paper:

The title page contains the title of the paper, the name(s) of the author(s), and the affiliation(s) of the author(s). It also includes the date of submission and possibly, the name of the journal or conference where the paper is to be published.

The abstract is a brief summary of the research paper, typically ranging from 100 to 250 words. It should include the research question, the methods used, the key findings, and the implications of the results. The abstract should be written in a concise and clear manner to allow readers to quickly grasp the essence of the research.

Introduction

The introduction section of a research paper provides background information about the research problem, the research question, and the research objectives. It also outlines the significance of the research, the research gap that it aims to fill, and the approach taken to address the research question. Finally, the introduction section ends with a clear statement of the research hypothesis or research question.

Literature Review

The literature review section of a research paper provides an overview of the existing literature on the topic of study. It includes a critical analysis and synthesis of the literature, highlighting the key concepts, themes, and debates. The literature review should also demonstrate the research gap and how the current study seeks to address it.

The methods section of a research paper describes the research design, the sample selection, the data collection and analysis procedures, and the statistical methods used to analyze the data. This section should provide sufficient detail for other researchers to replicate the study.

The results section presents the findings of the research, using tables, graphs, and figures to illustrate the data. The findings should be presented in a clear and concise manner, with reference to the research question and hypothesis.

The discussion section of a research paper interprets the findings and discusses their implications for the research question, the literature review, and the field of study. It should also address the limitations of the study and suggest future research directions.

The conclusion section summarizes the main findings of the study, restates the research question and hypothesis, and provides a final reflection on the significance of the research.

The references section provides a list of all the sources cited in the paper, following a specific citation style such as APA, MLA or Chicago.

How to Write Research Paper

You can write Research Paper by the following guide:

• Choose a Topic: The first step is to select a topic that interests you and is relevant to your field of study. Brainstorm ideas and narrow down to a research question that is specific and researchable.
• Conduct a Literature Review: The literature review helps you identify the gap in the existing research and provides a basis for your research question. It also helps you to develop a theoretical framework and research hypothesis.
• Develop a Thesis Statement : The thesis statement is the main argument of your research paper. It should be clear, concise and specific to your research question.
• Plan your Research: Develop a research plan that outlines the methods, data sources, and data analysis procedures. This will help you to collect and analyze data effectively.
• Collect and Analyze Data: Collect data using various methods such as surveys, interviews, observations, or experiments. Analyze data using statistical tools or other qualitative methods.
• Organize your Paper : Organize your paper into sections such as Introduction, Literature Review, Methods, Results, Discussion, and Conclusion. Ensure that each section is coherent and follows a logical flow.
• Write your Paper : Start by writing the introduction, followed by the literature review, methods, results, discussion, and conclusion. Ensure that your writing is clear, concise, and follows the required formatting and citation styles.
• Edit and Proofread your Paper: Review your paper for grammar and spelling errors, and ensure that it is well-structured and easy to read. Ask someone else to review your paper to get feedback and suggestions for improvement.
• Cite your Sources: Ensure that you properly cite all sources used in your research paper. This is essential for giving credit to the original authors and avoiding plagiarism.

Research Paper Example

Note : The below example research paper is for illustrative purposes only and is not an actual research paper. Actual research papers may have different structures, contents, and formats depending on the field of study, research question, data collection and analysis methods, and other factors. Students should always consult with their professors or supervisors for specific guidelines and expectations for their research papers.

Research Paper Example sample for Students:

Title: The Impact of Social Media on Mental Health among Young Adults

Abstract: This study aims to investigate the impact of social media use on the mental health of young adults. A literature review was conducted to examine the existing research on the topic. A survey was then administered to 200 university students to collect data on their social media use, mental health status, and perceived impact of social media on their mental health. The results showed that social media use is positively associated with depression, anxiety, and stress. The study also found that social comparison, cyberbullying, and FOMO (Fear of Missing Out) are significant predictors of mental health problems among young adults.

Introduction: Social media has become an integral part of modern life, particularly among young adults. While social media has many benefits, including increased communication and social connectivity, it has also been associated with negative outcomes, such as addiction, cyberbullying, and mental health problems. This study aims to investigate the impact of social media use on the mental health of young adults.

Literature Review: The literature review highlights the existing research on the impact of social media use on mental health. The review shows that social media use is associated with depression, anxiety, stress, and other mental health problems. The review also identifies the factors that contribute to the negative impact of social media, including social comparison, cyberbullying, and FOMO.

Methods : A survey was administered to 200 university students to collect data on their social media use, mental health status, and perceived impact of social media on their mental health. The survey included questions on social media use, mental health status (measured using the DASS-21), and perceived impact of social media on their mental health. Data were analyzed using descriptive statistics and regression analysis.

Results : The results showed that social media use is positively associated with depression, anxiety, and stress. The study also found that social comparison, cyberbullying, and FOMO are significant predictors of mental health problems among young adults.

Discussion : The study’s findings suggest that social media use has a negative impact on the mental health of young adults. The study highlights the need for interventions that address the factors contributing to the negative impact of social media, such as social comparison, cyberbullying, and FOMO.

Conclusion : In conclusion, social media use has a significant impact on the mental health of young adults. The study’s findings underscore the need for interventions that promote healthy social media use and address the negative outcomes associated with social media use. Future research can explore the effectiveness of interventions aimed at reducing the negative impact of social media on mental health. Additionally, longitudinal studies can investigate the long-term effects of social media use on mental health.

Limitations : The study has some limitations, including the use of self-report measures and a cross-sectional design. The use of self-report measures may result in biased responses, and a cross-sectional design limits the ability to establish causality.

Implications: The study’s findings have implications for mental health professionals, educators, and policymakers. Mental health professionals can use the findings to develop interventions that address the negative impact of social media use on mental health. Educators can incorporate social media literacy into their curriculum to promote healthy social media use among young adults. Policymakers can use the findings to develop policies that protect young adults from the negative outcomes associated with social media use.

References :

• Twenge, J. M., & Campbell, W. K. (2019). Associations between screen time and lower psychological well-being among children and adolescents: Evidence from a population-based study. Preventive medicine reports, 15, 100918.
• Primack, B. A., Shensa, A., Escobar-Viera, C. G., Barrett, E. L., Sidani, J. E., Colditz, J. B., … & James, A. E. (2017). Use of multiple social media platforms and symptoms of depression and anxiety: A nationally-representative study among US young adults. Computers in Human Behavior, 69, 1-9.
• Van der Meer, T. G., & Verhoeven, J. W. (2017). Social media and its impact on academic performance of students. Journal of Information Technology Education: Research, 16, 383-398.

Appendix : The survey used in this study is provided below.

Social Media and Mental Health Survey

• How often do you use social media per day?
• Less than 30 minutes
• 30 minutes to 1 hour
• 1 to 2 hours
• 2 to 4 hours
• More than 4 hours
• Which social media platforms do you use?
• Others (Please specify)
• How often do you experience the following on social media?
• Social comparison (comparing yourself to others)
• Cyberbullying
• Fear of Missing Out (FOMO)
• Have you ever experienced any of the following mental health problems in the past month?
• Do you think social media use has a positive or negative impact on your mental health?
• Very positive
• Somewhat positive
• Somewhat negative
• Very negative
• In your opinion, which factors contribute to the negative impact of social media on mental health?
• Social comparison
• In your opinion, what interventions could be effective in reducing the negative impact of social media on mental health?
• Education on healthy social media use
• Counseling for mental health problems caused by social media
• Social media detox programs
• Regulation of social media use

Thank you for your participation!

Applications of Research Paper

Research papers have several applications in various fields, including:

• Advancing knowledge: Research papers contribute to the advancement of knowledge by generating new insights, theories, and findings that can inform future research and practice. They help to answer important questions, clarify existing knowledge, and identify areas that require further investigation.
• Informing policy: Research papers can inform policy decisions by providing evidence-based recommendations for policymakers. They can help to identify gaps in current policies, evaluate the effectiveness of interventions, and inform the development of new policies and regulations.
• Improving practice: Research papers can improve practice by providing evidence-based guidance for professionals in various fields, including medicine, education, business, and psychology. They can inform the development of best practices, guidelines, and standards of care that can improve outcomes for individuals and organizations.
• Educating students : Research papers are often used as teaching tools in universities and colleges to educate students about research methods, data analysis, and academic writing. They help students to develop critical thinking skills, research skills, and communication skills that are essential for success in many careers.
• Fostering collaboration: Research papers can foster collaboration among researchers, practitioners, and policymakers by providing a platform for sharing knowledge and ideas. They can facilitate interdisciplinary collaborations and partnerships that can lead to innovative solutions to complex problems.

When to Write Research Paper

Research papers are typically written when a person has completed a research project or when they have conducted a study and have obtained data or findings that they want to share with the academic or professional community. Research papers are usually written in academic settings, such as universities, but they can also be written in professional settings, such as research organizations, government agencies, or private companies.

Here are some common situations where a person might need to write a research paper:

• For academic purposes: Students in universities and colleges are often required to write research papers as part of their coursework, particularly in the social sciences, natural sciences, and humanities. Writing research papers helps students to develop research skills, critical thinking skills, and academic writing skills.
• For publication: Researchers often write research papers to publish their findings in academic journals or to present their work at academic conferences. Publishing research papers is an important way to disseminate research findings to the academic community and to establish oneself as an expert in a particular field.
• To inform policy or practice : Researchers may write research papers to inform policy decisions or to improve practice in various fields. Research findings can be used to inform the development of policies, guidelines, and best practices that can improve outcomes for individuals and organizations.
• To share new insights or ideas: Researchers may write research papers to share new insights or ideas with the academic or professional community. They may present new theories, propose new research methods, or challenge existing paradigms in their field.

Purpose of Research Paper

The purpose of a research paper is to present the results of a study or investigation in a clear, concise, and structured manner. Research papers are written to communicate new knowledge, ideas, or findings to a specific audience, such as researchers, scholars, practitioners, or policymakers. The primary purposes of a research paper are:

• To contribute to the body of knowledge : Research papers aim to add new knowledge or insights to a particular field or discipline. They do this by reporting the results of empirical studies, reviewing and synthesizing existing literature, proposing new theories, or providing new perspectives on a topic.
• To inform or persuade: Research papers are written to inform or persuade the reader about a particular issue, topic, or phenomenon. They present evidence and arguments to support their claims and seek to persuade the reader of the validity of their findings or recommendations.
• To advance the field: Research papers seek to advance the field or discipline by identifying gaps in knowledge, proposing new research questions or approaches, or challenging existing assumptions or paradigms. They aim to contribute to ongoing debates and discussions within a field and to stimulate further research and inquiry.
• To demonstrate research skills: Research papers demonstrate the author’s research skills, including their ability to design and conduct a study, collect and analyze data, and interpret and communicate findings. They also demonstrate the author’s ability to critically evaluate existing literature, synthesize information from multiple sources, and write in a clear and structured manner.

Characteristics of Research Paper

Research papers have several characteristics that distinguish them from other forms of academic or professional writing. Here are some common characteristics of research papers:

• Evidence-based: Research papers are based on empirical evidence, which is collected through rigorous research methods such as experiments, surveys, observations, or interviews. They rely on objective data and facts to support their claims and conclusions.
• Structured and organized: Research papers have a clear and logical structure, with sections such as introduction, literature review, methods, results, discussion, and conclusion. They are organized in a way that helps the reader to follow the argument and understand the findings.
• Formal and objective: Research papers are written in a formal and objective tone, with an emphasis on clarity, precision, and accuracy. They avoid subjective language or personal opinions and instead rely on objective data and analysis to support their arguments.
• Citations and references: Research papers include citations and references to acknowledge the sources of information and ideas used in the paper. They use a specific citation style, such as APA, MLA, or Chicago, to ensure consistency and accuracy.
• Peer-reviewed: Research papers are often peer-reviewed, which means they are evaluated by other experts in the field before they are published. Peer-review ensures that the research is of high quality, meets ethical standards, and contributes to the advancement of knowledge in the field.
• Objective and unbiased: Research papers strive to be objective and unbiased in their presentation of the findings. They avoid personal biases or preconceptions and instead rely on the data and analysis to draw conclusions.

Advantages of Research Paper

Research papers have many advantages, both for the individual researcher and for the broader academic and professional community. Here are some advantages of research papers:

• Contribution to knowledge: Research papers contribute to the body of knowledge in a particular field or discipline. They add new information, insights, and perspectives to existing literature and help advance the understanding of a particular phenomenon or issue.
• Opportunity for intellectual growth: Research papers provide an opportunity for intellectual growth for the researcher. They require critical thinking, problem-solving, and creativity, which can help develop the researcher’s skills and knowledge.
• Career advancement: Research papers can help advance the researcher’s career by demonstrating their expertise and contributions to the field. They can also lead to new research opportunities, collaborations, and funding.
• Academic recognition: Research papers can lead to academic recognition in the form of awards, grants, or invitations to speak at conferences or events. They can also contribute to the researcher’s reputation and standing in the field.
• Impact on policy and practice: Research papers can have a significant impact on policy and practice. They can inform policy decisions, guide practice, and lead to changes in laws, regulations, or procedures.
• Advancement of society: Research papers can contribute to the advancement of society by addressing important issues, identifying solutions to problems, and promoting social justice and equality.

Limitations of Research Paper

Research papers also have some limitations that should be considered when interpreting their findings or implications. Here are some common limitations of research papers:

• Limited generalizability: Research findings may not be generalizable to other populations, settings, or contexts. Studies often use specific samples or conditions that may not reflect the broader population or real-world situations.
• Potential for bias : Research papers may be biased due to factors such as sample selection, measurement errors, or researcher biases. It is important to evaluate the quality of the research design and methods used to ensure that the findings are valid and reliable.
• Ethical concerns: Research papers may raise ethical concerns, such as the use of vulnerable populations or invasive procedures. Researchers must adhere to ethical guidelines and obtain informed consent from participants to ensure that the research is conducted in a responsible and respectful manner.
• Limitations of methodology: Research papers may be limited by the methodology used to collect and analyze data. For example, certain research methods may not capture the complexity or nuance of a particular phenomenon, or may not be appropriate for certain research questions.
• Publication bias: Research papers may be subject to publication bias, where positive or significant findings are more likely to be published than negative or non-significant findings. This can skew the overall findings of a particular area of research.
• Time and resource constraints: Research papers may be limited by time and resource constraints, which can affect the quality and scope of the research. Researchers may not have access to certain data or resources, or may be unable to conduct long-term studies due to practical limitations.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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

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

• 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 particular topic by presenting useful and persuasive research findings and technical 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 . 

1. What is a white paper and why is it important?

A white paper is an in-depth report or guide informing readers about a specific topic and its problems. It is meant to educate readers and help them to understand and solve an issue. It is important as it helps establish a company as an expert in its field, educates customers, and influences decisions. 

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 data visualizations such as charts, graphs, tables, and more.

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 for marketing purposes. 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 important points 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.

How can a white paper benefit businesses or organizations?

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. 

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  

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

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!

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:

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. Conducting lengthy original research may indeed 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.

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?

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.

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.

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.
• Suppose your white paper is for people in the consideration stage, and leads are already familiar with what you have to offer. In that case, 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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What is a white paper and how to write it with examples

Dec 9th, 2022

What is a white paper?

How to write a white paper, white paper examples, should you gate your white paper.

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If your business objectives are to promote your product or service, generate leads, establish thought leadership and encourage your potential customers to purchase the product, you can create a white paper. Marketing specialists write white papers to educate their audience about a specific topic or describe and promote some methodology. These in-depth reports can highlight the features of your product or service and help your customers find solutions to their problems.

However, to create an excellent white paper, you must have clear goals, relevant topics, and new information to share. In this article, we will take a closer look at white papers, consider their unique features and describe the differences between white papers, case studies, ebooks, and blog articles. We will also discuss the process of writing a white paper and provide several examples of this content type.

A white paper is a report or guide that gives a thorough overview of a topic while promoting a company’s goods or services and enticing readers to use them. A white paper presents a potential solution to customer problems, describes the product’s features and justifies why a product or service is the perfect option for the given issue. In addition, this marketing document contains studies, surveys, and other statistics supporting the provided information. The audiences for white papers include prospective clients, investors, journalists, analysts, and stakeholders.

A white paper is a form of content marketing or inbound marketing. It is a piece of content that allows for generating traffic and increasing the company’s visibility in search engines. A document is typically written in an academic style and contains at least 2,500 words. White papers are created for two primary purposes: educating potential customers about the topic while positioning a company as an authority and encouraging consumers to purchase the offered product or service. In addition, whitepapers are often presented as gated content , so consumers should fill out a form with their contact information to download material. 

There are three categories of white papers: backgrounder, numbered list, and problem/solution. The backgrounder describes the technical or business advantages of the product. This white paper is most effective for supporting a technical evaluation or product launch . A numbered list or listicle provides a series of recommendations, questions, or points regarding a specific business issue. These white papers are intended to draw attention with provocative ideas, nurture leads , or cast doubt on competitors. Finally, problem/solution papers present a new solution to a problem, generate leads, and inform and persuade stakeholders.

Although a white paper is a sales document, it differs from a product pitch or presentation. A white paper is useful and informative and provides only facts without opinions. It aims to build trust with the audience and increase brand awareness . Sales pitch, in contrast, is written in a more aggressive tone and focuses mainly on the product’s benefits. While the goal of a product pitch is to convince the audience to buy your product straight away, a white paper uses facts and logical arguments to inform the readers about your solution and explain why it is the best choice.

Now we will compare a white paper with a research paper, case study, ebook, and blog article and look at their distinctive features.

White paper vs research paper

Research papers are scholarly publications in journals that feature the findings of original studies or criticism of other researchers’ works. A research paper aims to contribute to the body of knowledge in a particular field. Research papers are usually written to support or refute a theory and present recent findings. These publications are frequently examined by academics who are specialists in various branches of science and technology. It often takes a long time to publish a research paper as it requires peer reviews.

White papers typically address complex issues through technical discussions. These documents are used in product marketing to highlight a specific viewpoint or product and influence consumer purchasing decisions. Although a white paper is presented scientifically and logically, it is intended to impact customers in a way that benefits the business. While research papers are created by engineers, scholars, and doctors, the authors of white papers are technical writers, internal company personnel, and subject matter experts. 

Research papers are mostly published for informational and educational purposes. Hence academics like students, professors, researchers, and scientists make up the majority of their readers. On the other hand, white papers’ audience is prospective customers, so they might increase sales of a specific brand, product, or service. 

White paper vs case study

A case study is a record of research conducted to examine a specific problem or circumstance during a given period. For example, in a business case study, an author may explore the organization’s strategy, analyze how consumers use a product, or describe the state of the market. The goal of a case study is to educate readers, inform the audience about a problem and provide recommendations. In essence, both a white paper and a case study describe the advantages of a product or service while demonstrating how a particular method has turned out to be an efficient remedy for the problem.

However, there are some significant differences between white papers and case studies. Case studies are more concise, while white papers are longer, involve technical research, and provide detailed suggestions on resolving the issue. The former demonstrates the effectiveness of a solution and provides real-life examples. Case studies also place greater emphasis on observation and examination. White papers, in contrast, focus primarily on theoretical information and highlight crucial characteristics of a product or methodology.

White paper vs ebook

An ebook or electronic book is a digital publication that contains text, photos, and interactive elements like links and videos. Ebook provides recommendations, answers, or strategies for an industry or niche. White papers and ebooks share certain similarities. For instance, both marketing assets can be used to establish a company as a thought leader, build credibility and generate leads. Besides, ebooks and white papers have a longer lifespan than other content marketing formats. You can use the documents for a few years and repurpose them in different ways: turn them into a series of blog articles, create an infographic, or include the publications in newsletters.

The primary difference between an ebook and a white paper is the audience. An ebook is a comprehensive guide on a specific topic targeted predominantly at a general audience. A white paper is an academic report that targets a niche audience of specialists and presents new research. The other difference is the objective. The purpose of a white paper is to educate the audience and highlight the brand’s value proposition. Ebooks are also more informative and comprehensive. These assets serve as guides for broader topics. Finally, ebooks are longer and have a formal structure, while white papers often include the following components: a problem, methodology, guidance, and resolution.

White paper vs blog article

A blog article is a piece of content posted on a blog which is a website or a section of the site. Blog article often includes text, images, and videos. A blog article aims to briefly overview the subject, generate leads , and market products and services. On the other hand, a white paper’s primary goal is to give a complete idea about the topic. Although blog articles can present facts, these content pieces are usually not data-focused and are much shorter than white papers.

The other difference between white papers and blog articles is the tone. White papers require an official and professional style, while blog articles can be written in a more informal manner. White papers require more research and provide a thorough analysis of a product or service. Therefore, completing a comprehensive white paper can take weeks to months. A blog article is more straightforward, so writing one can take a few hours to several days. White papers are designed to draw qualified leads and prospects, whereas blog articles are less technical and can reach a wider audience.

Once you are familiar with different content formats and their differences from a white paper, let us discuss the process of writing a white paper from ideation to publication and distribution.

An excellent white paper needs to be thoroughly researched and present new information that readers cannot find through an internet search. Moreover, a white paper should be engaging and maintain the audience’s interest. Now we will describe how to write an excellent white paper in greater detail below.

Step 1. Define your audience

Defining your audience is one of the most crucial steps in creating a well-researched white paper. First, you need to consider what kinds of readers you want to attract. For example, you can use specific jargon if your audience is professionals in the industry. Furthermore, the statistics and provided information should be relevant to your target audience. Knowing your readers’ interests also narrows the scope of research you should conduct.

When determining your audience, consider the following characteristics: educational background, job title, and professional needs. Think about which platforms and search queries your readers use to find information. Conduct in-depth research to understand why your audience is interested in this topic, how much knowledge readers already have about the subject, and how your white paper can help them. In addition, interview your clients and check the comments from your audience to learn about their main problems and goals.

Step 2. Choose a relevant topic and research it

Choosing an impactful topic for a white paper is a crucial component of its success. When defining the topic, make sure you are qualified to write about it and that your audience is interested in the problem. Beyond that, the topic should fill the content gap , which means that there should not be much information online on the subject. Your topic may concern a product or an innovative business idea. A white paper can describe a particular aspect of your business or your team’s accomplishments.

Ask your audience about their expectations, check other reports and studies to identify content gaps, and interview other industry experts to develop an idea for a white paper. Then find credible sources and collect expert opinions and statistics. Finally, fact-check the information to verify its accuracy. 

Step 3. Make an outline

The following step is to create an outline that determines your target audience, defines the structure, and organizes the study. When creating a plan for your paper, think about how to summarize your findings in a way that addresses the issues of your readers. Make a list of concepts and crucial matters you should address within each section.

A white paper typically consists of the following elements: title, abstract or summary, introduction, section subheadings, sources, and conclusion. First, you need to describe a problem or situation. Secondly, you should provide a methodology and instructions. Finally, you need to explain possible solutions to the problem. 

Step 4. Provide valuable information

It is critical to remember that a white paper’s goal is to provide helpful information to an audience even if they do not become your clients. Make sure each paragraph brings value and makes readers feel they have learned something new. A white paper should demonstrate your expertise in a particular field as a business or brand.

Use proven facts and statistics to make a white paper more trustworthy. Thus, your audience will perceive the company as a reliable source of information. In addition, building a reputation as an expert will increase your chances of achieving success, as customers are willing to buy from businesses they trust.

Now you need to format the content of your document. Use bullet points and subheadings to divide the text into sections and make it easier to read. You can also add charts and graphs to capture readers’ attention and highlight the concepts you want people to remember. You can decide how to format the paper by looking up various examples and templates. 

Step 5. Proofread and edit

When writing a white paper, maintain a formal tone. Use language appropriate for the audience you are targeting. Avoid using informal language, slang, and expressions that are not suitable for academic writing. Although keyword optimization is crucial, remember to write for your readers instead of search engines. Google is constantly improving its capacity to recognize and match relevant information with search queries.

Do not worry about creating a perfect white paper on the first draft. It may require several revisions to finalize a report. To ensure your white paper is exciting and understandable, hire professional proofreaders or try editing a document yourself. 

Step 6. Distribute and promote your paper

Creating the document is only the first step. You also need to ensure it reaches the desired audience. For instance, you can send a press release to advertise the publication of a new paper or share it through LinkedIn or Twitter. The other way to promote the publication of the white paper is to send it to your prospects after a demo call to provide more information. A smart strategy to distribute your white papers is to embed or link them to relevant landing pages, guest blogs, and newsletters.

White paper syndication or publishing the same document on independent websites enables companies to target a niche market , generate leads, and increase the reach of a white paper. Besides, a white paper distribution through content syndication is very effective as it allows for repurposing content and promoting it on various platforms.

Next, we will look at white paper examples from different companies in various industries to provide you with an understanding of how to create a white paper.

In this section, you can find three white paper examples to collect ideas for creating your own.

Cisco’s white paper

Cisco is a company that develops and provides network equipment, data security services, and telecommunications gear. The company created a white paper called “Networking and your competitive edge” , where Cisco explained the importance of having a secure and reliable network edge. The advantages of this white paper are a large number of infographics, quotes, statistics, and balanced use of text and visuals. Plus, the document allows people to understand a complex topic with the help of the simple and engaging language of the presentation.

Google’s white paper

The white paper called “Cloud security and compliance” by Google is a 28-page tutorial demonstrating the effectiveness of Google cloud products and services in protecting the data of any workspace. The white paper has all the components of a well-written, readable document, including subtle color fonts, pictures, and plain language. What is more, Google repurposed the white paper and created the infographic for people who do not have time to read the entire document. 

Uber’s white paper

In the paper called “Fast-forwarding to a future of on-demand urban air transportation” , Uber promotes the idea of air transportation and establishes the company as a key figure in its creation. The company describes its VTOL aircraft, explains the need for it in urban areas, and lists the obstacles that should be overcome. Uber also mentions reviewers from NASA, MIT, and other prestigious air transportation organizations to increase the report's credibility. As a result, the company establishes itself as a thought leader by describing future trends and innovations in the industry.

You can use the above-mentioned practices tested by reputable companies to create a white paper that will educate your audience, generate leads and increase sales. 

Companies can use gated content like white papers to grow contact lists for marketing and sales teams. Gated content is any publication that readers can access by providing personal details like name and email. A company creates a landing page that contains a description of available content and a form where users can enter contact information and gain access to the materials.

There is no definitive answer to whether you should gate a white paper. On the one hand, gating your content is a great way to generate leads . Moreover, a successful buyer's journey often starts with gated content as the very first step. Most people who provide contact information are interested in your company because of your regular distribution of useful content.

On the other hand, gating your white paper reduces the number of people who will read the document because not everyone wants to share their personal details. Therefore, if your white paper is not gated, it will attract a larger audience and can improve your search rankings. However, gating a white paper will stop search engines from indexing a publication.

Creating a perfect white paper may require a lot of time and effort. Nevertheless, this results in a valuable document that promotes your company’s expertise and fosters general education and development in your industry. A perfect white paper contributes to the company’s growth.

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