what does white paper mean in research

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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.

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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

• Marketing and customer experience

white paper

• Nick Barney, Technology Writer

What is a white paper?

A white paper is an authoritative, research-based document that presents information, expert analysis and an organization or author's insight into a topic or solution to a problem. Companies or vendors use these papers in business-to-business ( B2B ) marketing models as part of a content marketing strategy. In these contexts, white papers are written to persuade clients, stakeholders, customers and prospective customers to purchase a product or service offered by the organization. They're also used to establish an organization's authority and thought leadership in a field.

White papers are more technical and in-depth than other types of content, such as blogs and case studies. They use research, statistics, expert opinions and original analysis to promote a product, service or methodology. These products and services are often referred to as solutions by technology vendors, as they are claimed to solve a client's particular issue.

White papers can be effective tools at multiple stages of the sales funnel . They generate sales leads at the top of the funnel, and they're good for nurturing leads already inside it. For instance, a company's blog post may include a call to action linking to a white paper to get a potential customer to make a purchase or to continue fostering a strong customer experience ( CX ).

Other organizations, such as research institutes, universities, nonprofit groups and government agencies, use white papers to present findings and guidance, and to propose policies and initiative. The term white paper most likely arose in England in the 19th century to distinguish shorter government reports from lengthy ones known as blue books .

Key characteristics of a white paper

White papers in business and technology are characterized by their extensive length and in-depth technical information. The following key characteristics are common in white papers:

• They have an authoritative and objective style that differentiates them from sales pitches and promotional content.
• They're written for a well-defined target audience with CX in mind.
• They're used before a sale for lead generation.
• They're generally at least 2,500 words long.
• They present educational information and facts before offering an expert analysis and proposed solution.
• They include references, citations and footnotes.
• They cite case studies and data, and use data visualization design elements, such as graphs and infographics to support analysis.
• They include numbered lists and bullet points with headings such as "10 Things You Need to Know."
• They use a narrative structure that feels like a factual story about an industry problem and its solution.
• They end with a call to action.

Main purpose of a white paper

Sales and content marketing professionals frequently create and use white papers. Information technology and other companies with complicated products tend to rely on white papers to explain in detail the benefits of their offerings and how they work.

White papers provide these other benefits that make them ideal sales and marketing tools:

• Build trust. White papers speak to readers with authority, using an educational approach, expert analyses and data-backed research.
• Generate leads. They offer valuable insights and data to potential customers who then look to the brand for more of this input.
• Nurture leads. When offered as free content, white papers help educate potential customers about a brand and its offerings.
• Propose solutions. They're a platform for companies to make the case for how their product and services solve specific issues. They let government agencies and nonprofit organizations propose new policies.
• Create brand visibility. White papers build brand awareness both for startups and established companies.
• Increase sales. White papers inform customers and potential customers, and move them closer to buying decisions.

Types of white papers

There are several types of white papers, including the following:

Problem-solution. This is a standard type of white paper that identifies a particular problem of the target audience and proposes a data-driven solution.

Thought leadership. These white papers are written to make an organization appear authoritative and visionary. Thought leadership white papers focus on a current issue or debate, explaining it in a way that informs the audience.

Backgrounder. These papers provide the technical evaluations, key takeaways and promotions of an organization's product or service.

Numbered lists. These are structured with headings and bullet points that highlight the key features of a product or service. For example, a white paper on load balancing , might be "3 Things You Need to Know About Load Balancers."

Technical paper. These white papers provide in-depth technical analyses of a product, service or technology. They are informational documents, written for people who use the product, service or technology on a daily basis.

Market research. The market research white paper is based on new or relevant original research findings that an organization thinks its customers and potential customers should be aware of. It's intended to educate readers about a specific subject matter and demonstrate authority.

Visionary. Visionary white papers reveal an organization's insightful thinking to readers. Similar to the thought leadership white paper, the goal of visionary white papers is to look beyond the scope of current issues toward where the writer thinks a debate or technology is headed.

Examples of white papers

Many professionals in the tech industry rely on white papers to stay educated and knowledgeable about current topics and evolving technology.

White papers often require a reader to fill out a registration form for access. These forms let organizations collect information about the people reading their content, such as a reader's company and role, so they have a better understanding of who their audience is.

Successful white paper examples include the following:

• Gartner's "Reinvent Strategic Workforce Planning."
• McKinsey & Company's "Developer Velocity: How software excellence fuels business performance."
• Satoshi Nakamoto's "Bitcoin: A Peer-to-Peer Electronic Cash System."
• TechTarget's " 2022-2023 Media Consumption and Vendor Engagement Study ."

How to create a white paper

Writing white papers involves the following steps:

• Define the target audience. Before writing, the author or organization should be aware of sectors the paper is targeting. Organizations often define their audience through customer segmentation .
• Select a topic. The writer selects a topic that is relevant to the target audience. For most companies, topics often center around the field or issue their product addresses. For instance, if a company is selling a network detection and response technology, and has a target audience of executives and IT professionals, a relevant topic would be cybersecurity, its risks and prevention.
• Research the topic. The author conducts extensive research to determine what the target audience wants to know about the topic and how to answer those questions. This research covers both the technical aspects of the topic and search engine optimization research if it's going to be posted online.
• Write a compelling introduction . White papers must have a compelling introduction and a concise, early declaration of the problem statement. A compelling introduction attracts a reader's attention, and a concise problem statement lets the reader know the purpose of the paper.
• Present data and analysis . The white paper should be filled with the most important information, data and original analyses. White papers rely on original research as well as other pieces of market, scientific and technical research available to the general public or hidden behind paywalls or membership requirements. A diversity of sources lends authority to a white paper and can strengthen an author's analysis. This research data should also be provided through engaging visuals such as graphs.
• Present a solution . After analyzing a topic, an author must offer a unique solution to the problem and recommendations for next steps. If a white paper is authoritative and educational enough, the reader will be prepared to learn how they might solve their own version of the problem statement.
• End with a call to action . White papers should end with a clear next step or call to action. This should be an action the reader can take immediately, such as requesting a free demo for a product or service, talking directly to a product expert or signing up for a newsletter. Getting the reader to take this step is the essential purpose behind a white paper.

White papers vs. e-books

White papers and e-books are two distinct, long-form content marketing tools that are often confused.

White papers

These in-depth reports typically aren't more than 20-30 pages and are usually shorter than e-books. White papers are more singularly focused on a topic and used in B2B business models to target specific audiences.

E-books are longer and broader in scope than white papers. For example, rather than focus on a specific problem within an industry, an e-book might focus on the industry itself. The target audience for e-books is also broader than the audience for white papers. For instance, e-books might offer how-tos and other kinds of guides for the general public. E-books are used more in business-to-consumer ( B2C ) contexts and tend to be more visually engaging than white papers.

White papers are an important part of generating leads for e-commerce companies. Learn how to create an e-commerce content strategy to improve sales .

Continue Reading About white paper

• 5 customer journey phases for businesses to understand
• 21 lead generation tools to fill the sales funnel
• Sales funnel vs. flywheel: How sales and marketing has evolved
• B2B vs. B2C e-commerce: What's the difference?
• 5 examples of e-commerce content marketing strategies

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A guide to white papers: What is a white paper and how to write one step-by-step

White papers are an effective tool to show your knowledge and expertise as a company. This builds trust among your readers and could eventually help you generate leads. Interested in creating an interactive white paper ? We’ll walk you through the process in steps.

What is a white paper?

To create a successful white paper, we need to understand what it is. A white paper is an in-depth document that presents information or insights on a specific topic. They are based on research and provide extensive analysis. Typically, the tone of voice of a white paper is objective and educational.

What is the purpose of a white paper?

Most of the marketing communications are about business operations and aim to promote services and products. A white paper does not necessarily have a direct relation to your organisation. It can have several purposes , for example:

• educating readers
• establishing thought leadership
• generating and nurturing leads
• demonstrating expertise
• standing out from competitors
• building trust

The key to writing a good white paper is to not make it overly promotional. Your aim should be to provide facts and not to sell. Naturally, it may play a supporting role in generating and converting leads eventually.

For more information on how to convert leads with white papers (including examples), be sure to check out our blog 7 ways to increase your conversions with online white papers .

How to write and format a white paper in 2024

The typical structure includes a title page, an introduction with a problem statement, background research, a proposed solution, and a conclusion. While that sounds straightforward, you may ask what the exact steps are for writing and formatting. Not to worry, we have put together a guide that takes you through the process of creating your white paper step-by-step.

1. Determine your audience and goal

You can’t create a white paper if you don’t know who it is for. Therefore, you must determine what your goal is (for example: generating leads) and who you are targeting. Your target audience is often a group outside the industry that is looking for more in-depth information .

To attract leads within your selected group, you must make your white paper appealing to read. The best way to do so is to address a challenge within the industry and present a compelling solution. If you are unsure which topic to address, this is a sign that you may need to do more research about the problems that your target group faces. Once you have selected your topic, identify clear goals to tailor your content to.

2. Choose your medium

When publishing a white paper, you will need to pick a medium. Nowadays, everyone prefers to consume and share content online. However, many organisations choose a PDF format while there are better options available. Read here why the (interactive) PDF is dead and why digital publishing is the new solution.

Digital publishing is more engaging and allows the incorporation of dynamic elements, for example, multimedia, data visualisation and animations. Above all, a digital publication is highly suitable for gating content to generate leads. Whichever medium you pick, make sure it is shareable on the channels your target audience resides at, such as via email or social media.

3. Outlining and writing your white paper

You now know whom your white paper is for, its goal and on which medium to publish and share it. Great. Let’s get to one of the most important steps: writing. When writing your copy, there are several areas to consider, for example, content, tone of voice, outline, and length of the document.

Outline & length

Since a white paper is a professional document based on research, you should use a clear structure. Although there are no rules to writing, it typically includes a/an:

• Introduction/Abstract
• Problem statement
• Background information
• Proposed solution
• Supporting evidence

Using an outline like the above ensures that you explain your industry problem and solution clearly. Try to put enough time into researching and explaining your supporting evidence. However, don’t go overboard. A white paper is usually between 6 to 12 pages long. That should give you enough space to go into detail while still keeping it concise.

Content & tone of voice

You should have finalised your research before starting your copy. Typically, a white paper addresses an industry problem and a solution. To make your reader understand the problem that you address, it is recommended to support your claims with examples of real-world case studies .

Moreover, the tone of voice should be formal and authoritative. Take the time to explain complex concepts and offer a well-researched solution. Remember that your white paper is not a sales pitch but rather a demonstration of your knowledge and expertise.

4. Design your white paper

The design defines your white paper’s look and feel. It should be professional and matching to your tone of voice. You want to let your readers know that this piece comes from your organisation. Try to incorporate some of your brand’s styles without losing the sleek look. If you are unsure of what colours to use, consider using a colour palette generator. Moreover, choose a professional layout with consistent formatting.

Above all, the design must support your content. Using a lot of evidence may mean there is a lot of data to unpack. To make this data more readable, you can look into methods for data visualisation. It often reduces complex data to bite-sized charts, which are easier to understand for your reader. Besides, they are eye-catching and retain reader interest.

If you are unsure of where to start, have a look at white paper examples to find inspiration.

5. Implement a content gate for lead generation

Your white paper’s goal likely is to generate leads. We could just put our document out in the world and hope prospects find their way to your organisation, though the chances are low. An effective way to gather leads is to use a content gate. Gated content is when your content is secured behind (most often) a form. Upon submitting the form’s data, the content becomes available to the reader.

A content gate is a great idea, but should not work discouragingly. Our advice is to keep your form short and only ask for essential information. Most likely, you would want to know the person’s name, email, phone number and occupation. A form that is too long may scare off prospects.

To make sure people will fill out the form, you will need to persuade them. The content of your white paper must spark interest. Therefore, an effective method is to provide your readers with a snippet of its content before presenting them with the form. This way, they will notice if your research provides unique insights that are worth exchanging contact details for. Most digital publishing platforms allow you to choose on which page to make your content gate appear.

6. Ensure responsiveness and accessibility

There are many advantages to publishing digitally, one of which being that your white paper is available to everyone with access to a computer or phone. However, to make sure your white paper can be comfortably read by all groups, you need to ensure your publication is responsive and accessible.

To make your white paper readable to anyone on any device we advise to (at least) implement the following:

• Prioritise content: ensure your content is in logical order with the most important sections displayed prominently, especially on smaller screens.
• Alt-text for images: providing alternative text for images is a low-effort way to make your publication more accessible and it works well for SEO optimisation too!
• Good colour contrast : certain text colours are hard to read against a coloured background that does not provide enough contrast. Make sure to use colours that are compatible and readable for the visually impaired.
• Test on multiple devices: the best way to know if your white paper performs well is to thoroughly test it on multiple devices. That means computers and smartphones, though also consider devices for visually impaired people, such as screen readers.

7. Share on the right channels

Your white paper is done and ready for publication. The next step is to share it on the right channels. In the first step, you have done research into who your target group is. That demographic may have a certain preference as to where they are online - which websites and platforms they use. Sending your white paper through email will only reach your current contacts. Try finding channels outside of your direct circle that allow for easy sharing, such as social media. Which platforms do they use? At what time of the day? Are they in any groups, forums or online collectives? Sharing is (often) free, so choosing multiple channels expands your chances of reaching your goal.

Write, format, design and publish your white paper in Maglr

By leveraging Maglr's intuitive tools and interactive features, you can create white papers that stand out, engage your audience, and generate high-quality leads more efficiently. The platform's publishing and analytics capabilities further enhance the effectiveness of your white paper content. Our expertise extends far beyond white papers into digital magazines , interactive annual reports , brochures and more. Talk to us or get a 14-day free trial.

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Improve the reading experience of the content you share with clients. Request a trial or contact sales for a live demonstration.

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

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

Written 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 compliance 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 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

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 that highlights your company’s expertise and a valuable marketing tool.

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 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 the correct industry format)

A white paper is an authoritative document intended to fully inform the reader about a particular topic. 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 Report Writing Course includes written and live instructor feedback.

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 thoroughly researched. Information should be pulled 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 will likely increase with an increasing number of cited references.

Of course, all resources must come from authoritative sites. 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 lets the writer catalog and connect the many 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. 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, include the main conclusion at the beginning of the document. This order responds to the reader's desires and preference for 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 when the reader 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, and the major findings follow suit.

If you’re unsure of these distinctions or want 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 and 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. Some audiences are seeking that authoritative indicator, while others may be scared off from valuable content because of the term. As always, think of what your audience would prefer.

The abstract offers 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. It needs to be defined and placed in a context to ensure the reader understands it.

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.

The methods should be communicated if original research is completed for the white paper.

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

The solution is now presented based on the preceding information. It is developed and argued for using the evidence gathered 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.

This section must include all sources used to develop the white paper. Citing sources adds validity to the document and gives the reader content for further research. Depending on your industry, follow MLA or APA citation formats. 

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

Writing a good white paper is not a simple task. However, investing time and skill can produce a valuable document that shares your company’s knowledge, contributing to overall education and progress in your industry. A good white paper also increases business opportunities.

As you develop an informational document such as a white paper, it's helpful to strengthen your writing process with our Report Writing Course . 

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Writing a White Paper

• What is a White Paper?
• White Paper Structure
• Additional Recommendations
• Citing Sources

Need help? Ask a Business Librarian!

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White Papers

White papers serve a very practical function in business communications. They are often written by individuals or companies trying to gather attention toward a potential trend, project, or new innovation. In many cases, they play a role in attracting attention for investment purposes. They are meant to provide evidence of expertise in an area by the writer. White papers generally have less of an editorial process in their publications, and this gives authors a lot of freedom and flexibility in their actual writing. They are generally very focused on a specific issue, product, or development, offering insight into the practical implications of the topic in a business environment.

A good white paper generally has the following characteristics:

• A document containing narrative text
• At least 5-6 pages long (2,500+ words)
• Portrait format (landscape tends to be for e-books)
• Educational, practical, useful information,  not a sales pitch
• Used before  not after a sale (info after a sale is documentation)
• Provides facts  not just opinion
• Includes an introduction or executive summary at the start
• Includes a call-to-action (CTA) at the end

- From Gordon Graham an expert on white paper writing and formatting.

• Next: White Paper Structure >>
• Last Updated: Sep 9, 2024 9:48 AM
• URL: https://libguides.library.nd.edu/white-papers

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What is a White Paper? (Definition, Templates + Formatting Tips)

Written by: Masooma Memon

Most people assume that white papers are promotional documents written to convince readers to buy their product or service.

Others think they’re the in-depth version of ebooks — same as ebooks are the detailed versions of blog posts.

Except, a white paper isn’t all that. So, what is a white paper exactly?

Briefly, it’s the academic paper of the content world, designed to provide authoritative content on a particular topic backed by facts and evidence.

In this guide, we'll help you learn what a white paper is, its different types and how to write a white paper of your own. We’ve also got white paper templates to help you get off on the right foot.

Let’s get started.

Ready to create your white paper? Use our professional document creator to access ready-made white paper templates and drag-and-drop design tools, and build a white paper online in minutes.

What is a White Paper?

A white paper is an in-depth, authoritative document explaining or promoting a concept, idea or methodology in a formal, research-backed manner.

Below is an example of a white paper template you can customize:

Since it proposes a new idea or concept as a solution to a problem based on evidence, you can write a whitepaper using the classic copywriting formula: problem, agitate and solve (PAS).

What you need to keep in mind, though, are two things:

• White papers aren’t a place to share your opinions or light-hearted humor
• White papers aren’t overly promotional — all persuasion that you do has to be based on facts, research and real-life stories (think: customer case studies)

Note that the definition also says that a white paper presents a solution in a “formal” way. This means a chatty tone of voice is not appropriate for this type of content. No wonder white papers are known as the academic reports of the content industry.

Similarly, the definition also points out that white papers are “in-depth.”

This means you can’t take an over-the-top or superficial approach with your white paper content. Instead, you go deep into research on the topic to provide a detailed piece.

You can also enlist a subject matter expert’s help to write a white paper.

Or, you can talk to various industry-leading authorities on the topic to present a well-researched paper. In that case, be sure to give credit to the folks you talked to in your references or footnotes.

How long should a white paper be?

All the information noted above takes a lot of space. So, if you’re wondering how long should a white paper be, know that 6-8 pages are the minimum they take. Some white papers can even go up to 50 pages if the topic requires.

Want an example before we dig any deeper?

The Sprout Social Index Index™, Edition XVII: Accelerate presenting research on social data is a good example of a lead-generating white paper.

It’s gated content, of course.

But that leaves us with another important takeaway: if you're writing a white paper for lead generation purposes, you need to create a high-converting landing page for your white paper that gets people to share their information and get your content.

Here are more white paper examples and templates for inspiration.

Types of White Papers

Now that you have the answer to what is a white paper, let’s look at its types.

Keep in mind, the goal is always the same: to present a problem and offer a solution — you’ll find it prevalent in different ways in all three types of white papers.

This makes it clear: a white paper isn’t a user manual or a document enlisting your product features and why people should buy your product.

If you want to do that, again, go back to the main idea of a white paper: present your target reader’s problem. Then present a solution that showcases your product features and how it helps backed by research and case studies.

With that, let’s look at the three types of white papers:

1. Problem/Solution White Papers

These types of white papers come toward the top and middle of the marketing funnel — serving as useful lead magnets to educate your target audience.

Since this type of a white paper works toward spreading awareness, it’s best you understand the problem thoroughly.

To this end, interview customers or target buyers to understand the exact problems they face. This is essential for correctly capturing the readers’ pain points in your content.

After all, it’s only when you can explain the problem correctly that you can connect with your readers. Readers, on the other hand, feel understood and continue reading.

Then, present the solution.

This white paper template from Visme is a great example of a problem/solution white paper that discusses both at length.

Use this white paper template for driving awareness and educating readers in a visually-engaging manner. Make sure you back both the problem and solution with extensive research though.

Since your aim in this type of white paper is to propose and make a winning case for your solution (read: product feature or service), make sure you highlight other industry-leading solutions and their drawbacks too.

This way, readers can understand the solutions they can avail as well as why they should choose what you’re specifically suggesting.

As you share the solution, you can share a case study of another business (similar to the reader) achieving results with your proposed solution. This is the best way to convince readers based on social proof without coming across as overly promotional.

2. Backgrounders

Backgrounders cover technical aspects of your product features for solving business problems.

As this type of white paper goes into product features, it has less to do with awareness and education and more to do with persuading those who are aware of your product.

Meaning: backgrounders are helpful for capturing middle to bottom of the funnel leads — those who are on the verge of buying and want to educate themselves on why they should choose you.

Here's an example of a backgrounder white paper for a travel app:

Recall that white papers aren’t user manuals. This means you won’t sell product features. Instead, you’ll take a convincing approach — sharing a product feature, outlining the problem it solves and how it helps or what makes it different.

As you cover a handful of product features, you’ll make a solid case for why your product or service is the right choice for readers.

Use backgrounders when launching a product and when you want to take steps to establish yourself as the industry authority on the solution you offer.

3. Listicle White Papers

Finally, listicle white papers present a numbered list of questions, tips or points you make on a topic.

Use them to nurture readers through a long and complex sales cycle by presenting a roundup of points or questions on a topic.

Case in point — this white paper template presents roundup information in a well-formatted and easy-to-read fashion:

To reiterate, white papers provide in-depth content. So don’t expect to make a listicle white paper of extensive tips. Such a ‘101 tips on X topic’ type of content is best suitable for blog posts.

With white papers, you can dive between 3-9 pointers at a time. Why? Because it’s only then that you can cover them thoroughly — making a persuasive case in favor of your main idea.

How to Format a White Paper

White papers take a formal and informative tone of voice. But that doesn’t mean they’ve to be boring. Or, hard to read for that matter.

Similarly, white paper readers know that the document presents technical content and they’re ready to read them to educate themselves for making informed decisions.

Again, just because readers expect the paper to be tough to consume doesn’t mean that you make reading challenging for them.

So, what can you do to help? Improve your white paper’s formatting.

Follow these tips to boost your content’s quality by making it readable:

1. Insert a table of contents at the start.

A table of contents (TOC) makes it easy for readers to navigate through the content.

These help with navigation not only when the audience starts reading but also after they’ve read and want to revisit specific sections.

Here’s an example:

Want to make the TOC uber-useful for readers? Make it interactive.

This means when readers click on a particular section, the table should carry them straight to it.

2. Add an executive summary.

With backgrounders and problem/solution white papers, always include a short summary at the start.

It’s best to keep your summary to a few paragraphs or one page long, depending on how long the document itself is.

Here's an example:

Add an executive summary at the start of your white paper to set readers’ expectations — giving them a taste of what’s to come so they can jump in with the right mindset.

3. Organize your content with subheadings and bullet points.

Take on this task when outlining your white paper before writing it.

Subheadings break the text and explain what’s to come in a section — making reading simple.

Simply make sure all your subheadings are direct, to the point and convey benefits to the reader without giving too much info. This is essential to encourage readers to continue consuming your white paper.

While you are at it, make sure each section builds on the other. This is crucial for creating a flow that’s easy to follow.

If you’ve outlined the content beforehand, this shouldn’t be a problem. If not, you’ll want to reorganize the structure for a better narrative.

Also, where you can, use bullet points to deliver your points.

You can leverage them before presenting an argument too. This way, readers will know that the succeeding paragraphs will elaborate on the bullet points.

But bullet points don’t need to be the traditional kind. A visually attractive idea is to use design icons before your text as this white paper template does to introduce product features:

For listicles, you can add design call-out boxes or summary boxes that package what was covered under each point. This is the same as providing chapter takeaways — only more readable.

Here’s an example template using call-out boxes to share the white paper’s highlights at the start:

4. Review your sentences.

Once you’ve written your white paper, edit it for brevity. For this, first, review the entire document for identifying fluff and repetition.

Find a sentence not adding enough value to the paper? Erase it. Make every sentence earn its keep. Second, review each sentence for its structure.

If it’s written in passive voice, change it to active voice. This makes content more authoritative and clear and shortens the sentence too.

If there’s an unnecessarily long sentence, rewrite it to make it clearer and easy to consume.

5. Keep your paragraphs to 3-4 sentences long.

While this is something you should keep in mind as you write your white paper, you can always work on it later on.

But never gloss over it since long paragraphs can be difficult to read.

Shortening paragraphs will not only boost readability but it’ll also make your overall content design breathable and visually engaging.

6. Add supplementary visuals.

Visuals, such as images, do more than just break up the text.

In fact, you need visual content in your white paper for several reasons:

• Supplement and explain your message. This is why you’ll find charts, infographics, concept maps, geographic maps and other such visuals useful.
• Visually to engage readers. This keeps them on the page, cheering them to read on.
• Help readers retain your message. People remember 65% of the information they see in a visual so it makes sense to add more of them in your content.

This template from Visme, for example, uses not only supplementary visuals such as charts but also design icons throughout the paper to make the white paper enticing to read:

7. Choose a readable font type and size.

Fail here and you increase the odds of all the formatting you’ve done so far going to waste. Why? Because small-sized, difficult-to-understand fonts repel readers — no matter how good the content or its organization.

This doesn’t mean you need to invest in a paid font. Instead, free fonts such as Verdana, Times New Roman and Arial can help.

Also, stay away from cursive or fancy fonts as they’re difficult to understand. And keep the font size to at least 12 points.

8. Add enough whitespace to your design.

Whitespace, also known as negative space, is the empty space you add to the page. It’s the space you see between lines of text and around the pages that makes the overall content easy to consume.

Not sure how much is enough whitespace? Use a white paper template to create your document.

This way, you wouldn’t need to worry about the right spacing and can focus on the rest of the formatting.

On that note, let’s walk you through the best white paper templates you can use from Visme’s bank.

Looking to create a stand-out, visual white paper?

• Choose from dozens of professionally designed templates
• Create animated charts and creatively visualize stats and figures
• Customize anything to fit your brand image and content needs

11 White Paper Templates

In this section, you’ll find our handpicked white paper templates to help you create your own document in minutes.

Simply choose the template you like, customize it online in Visme's drag-and-drop editor, and then download it in high-quality or share it online.

Let’s roll:

1. Workplace Design White Paper Template

This is a visually engaging white paper template design with minimalism in mind.

There’s a simple yet effective TOC and attractive visuals such as a map to share locations where your business serves or where your headquarters are — whatever you find it useful for.

2. Travel Guide White Paper Template

This one is the perfect example of a well-structured white paper template.

Look at how it uses sub-sections, bullet points and visuals to divide text — making it a highly readable template.

3. Social Media Privacy White Paper Template

This template makes use of visuals and design icons strategically, improving the white paper’s formatting significantly.

For instance, there are design icons used for bullet points and for sharing feature updates. Numbers are also highlighted to grab readers’ attention.

4. Technology White Paper Template

This template is an excellent example of using call-out boxes to package key takeaways.

It also introduces subject matter experts in an engaging manner at the start. If you’ve talked to experts yourself, use this template to spotlight them and boost your content’s credibility.

5. Digital Marketing White Paper Template

This template is the best fit for a problem/solution white paper.

The reason: it has a handy chart outlining the drawbacks of other available solutions to make a strong case for its solution. It also has a page for showcasing customer success stories.

6. Security White Paper Template

This template is great for a roundup or listicle white paper.

It’s also a good pick for white papers sharing multiple solutions, tips or best practices. That's because it uses design icons for the pointers are shared — making them easier to digest.

7. Real Estate White Paper Template

This property analysis white paper is another clutter-free template to try.

It uses visuals and readable takeaways to improve the white paper’s formatting further. Not to forget, there’s an executive summary page already built into it.

8. Electronic Media White Paper Template

This is another template fit for the problem/solution type of white paper.

What makes it unique and worth using it is that it clearly highlights the reader's problem under a specified heading. And, offers a solution under a particular heading too.

Plus, it highlights quotes from experts — boosting the content’s authority instantly.

9. Business White Paper Template

This template does an effective job at showcasing the research you’ve done by using numbers-based design icons featuring stats from the study.

Additionally, this template is also packed with supplementary images that help make your message memorable.

10. Government White Paper Template

Have research insights to share but don’t need design icons to do so? Use this template that leverages a chart to feature research findings.

11. Cryptocurrency White Paper Template

This is another problem/solution white paper template design — complete with a key takeaways section.

That said, it’s best to use this template if you’re pitching your solution, idea or concept against one another solution.

If you need to introduce and compare your solution or idea against a third solution or concept, feel free to add more pages to the template.

Create a High-Performing White Paper Today

We hope you now have a clear understanding of what is a white paper and the different types of white papers you can leverage.

Always remember: white paper content is references-backed, well-researched technical content covering a topic of your audience’s interest in depth.

And while it’s written using a formal tone, you can make it easy to read with a clutter-free design and thoughtful formatting.

Ready to create your white paper? Head over to Visme's professional document creator and use it to create a breathable, easy-to-read white paper for free.

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About the Author

Masooma Memon is a pizza-loving freelance writer by day and a novel nerd by night. She crafts research-backed, actionable blog posts for SaaS and marketing brands who aim to employ quality content to educate and engage with their audience.