Despite all the recent innovations in digital marketing, white papers remain an essential tool for attracting active buyers in business-to-business (B2B) markets. In fact, they can act as a fantastic cornerstone for digital campaigns as a downloadable asset (gated or ungated) and the source for a rich array of blogs, social posts, videos and presentations.
However, white papers will only work well if they’re compelling to readers and written appropriately. Unfortunately, many of today’s ‘white papers’ read more like product brochures and bury their valuable insights under layers of marketing jargon. Some authors and marketing teams also mistake length for authority, which can discourage readers.
The best white papers instead seek to educate first and sell second, addressing pressing problems and providing useful information and solutions that readers can apply, whether they become customers or not.
But what are white papers, how should they be structured and what are some key principles for producing ones that will achieve your intended results?
What is a white paper?
A white paper is an authoritative document that identifies an audience’s challenges, provides in-depth analysis and proposes appropriate solutions. As white paper marketing pioneer Michael A. Stelzner describes in his book Writing White Papers, it is “a crossbreed … it takes the educational approach of an article and weaves in persuasive corporate messages typically found in brochures”.
The term originated in government, where white papers are policy documents that examine public issues and canvass potential approaches before legislation is drafted. The format has been adopted by the private sector, most notably in technical fields such as IT and engineering, where it lends itself to describing complex problems and concepts before proposing solutions.
When done well, this sort of thoughtful analysis, combined with actionable advice, has tremendous potential to attract high-quality B2B leads. It can introduce prospects at the top of the sales funnel to emerging challenges or concepts they haven’t fully recognised, and help customers who are more advanced compare approaches and build business cases.
As Stelzner says, the central premise is that “if you give readers something of value, they will give you their loyalty, and ultimately their business”. This is also a theme explored in Think Write Grow, a book on using thought leadership material – including white papers – in marketing, written by our founder at Editor Group, Grant Butler.
For examples of white papers from a few different sectors, see IDC’s A Blueprint for AI-ready Schools (sponsored by Microsoft), Navigating the Shifting Tides from Commonwealth Private, the private banking division of the Commonwealth Bank of Australia, and the Working Future paper from the Australian Government.
Note that white papers won’t always be named as such. For instance, we were recently pleased to help global technology leader OpenText write this solution overview about IT system monitoring and security, which also follows the white paper approach.
Five key principles behind writing effective white papers
Successful white papers share common characteristics that distinguish them from less effective attempts. Whether you’re writing for a technical audience in software development or addressing strategic challenges in financial services, these principles form the foundation of compelling and credible work.
- Conduct thorough background research. Before a word can be drafted, you should begin with a clear understanding of your target market’s actual problems. To discover these, you can try interviewing customers, reviewing support tickets, analysing frequently asked questions and studying industry media and insights.
- Define your reader with precision. Choose a specific persona for your audience and tailor your content to their priorities. For example, a chief financial officer evaluating enterprise software might be more interested in total cost of ownership and implementation risk, while an operations manager might care more about daily workflow and user adoption.
- Start with the reader’s problem, not your product. The most common mistake we see is an author leading with or rushing to a solution before adequately providing the context for why it matters. Frame the problem clearly, explore why it exists and explain why it matters before you start pitching.
- Ground claims in evidence, where possible. When you state something, try to corroborate it with research. This is especially true when recommending solutions – perhaps you could reference case data or pilot programs that demonstrate promising results. The difference between a white paper and an opinion piece is the quality of supporting evidence.
- Treat your solution as one of many. Readers quickly recognise and disregard sales pitches in disguise. The white papers that build trust acknowledge alternative approaches and help readers make truly informed decisions. Your solution may emerge as the logical choice for specific circumstances, without positioning it as the only option.
How should a white paper be structured?
Most successful white papers follow a proven flow that builds credibility before introducing your specific offering. While not every paper includes all elements, these five components outlined by Stelzner form the foundation:
- The problem or challenge. Lead with a discussion of the difficulties your reader faces and the implications of not addressing them. You might reveal issues they haven’t fully considered, setting up the need for a solution without yet naming one.
- The generic solution. Before mentioning your product, introduce the broader solution category. If you’re writing about employee accountability, discuss the concept of accountability training. If you’re addressing rising security incidents, explore layered controls and continuous monitoring.
- The benefits. Discuss the general advantages of adopting this type of solution, always in relation to the problems you identified. Keep benefits solution-agnostic at this stage – they should apply to any vendor’s offering, not just yours.
- A ‘buyer’s guide’ for evaluating solutions. Set the criteria by which all options will be judged. For example, you might note the importance of working with a vendor that has an established client base. Frame these as neutral considerations, though you’ll naturally look to highlight areas where your offering excels.
- Your advantages. Unlike benefits, these advantages are specific to your offering and demonstrate why your approach is particularly well-suited to the challenges outlined earlier.
Additional sections can strengthen white papers depending on your topic and audience. For example, market trends supported by third-party research can demonstrate emerging needs, and a historical overview can show how the problem evolved.
Technical papers may warrant a ‘how it works’ section with diagrams. Industry examples, comparison tables or practical tips can all add substance too.
Translate expertise into persuasive writing
An effective white paper requires collaboration between technical experts who deeply understand customers’ problems and writers who can translate their insights into engaging, accessible prose. The trick is to present complex issues and analysis in a way that educates and persuades readers while gently guiding them towards your recommended solutions and/or specific products.
There is potential for an enormous return on investment if successful. Unlike blog posts that can fade quickly or case studies with limited shelf lives, well-crafted white papers can remain relevant for years. They become reference documents that readers can return to at different stages of the decision-making process throughout their careers.
If you’re looking for a partner to support you in crafting your next white papers, we’d be delighted to discuss your needs. Speak to our team today to plan your next white paper that will drive leads and reinforce your industry expertise.
Will Walton
