When it comes to content marketing, very few content styles shout about your skills and experience more than a white paper. These documents have become industry markers where brands can show off impressive stats, insight, and knowledge which can then be marketed to newspapers, industry news sites, and across social media. But where do you start when it comes to writing a white paper?

In this blog, we look at how to write a white paper so it engages your readers and delivers valuable insights. From defining your white paper topic, to structuring your content, we’ll provide you with some top tips that will turn your industry insight into income.

What is a white paper?

A white paper is a document that aims to inform the reader on a specific topic, usually something highly specialised, that is usually shared in business-to-business (B2B) marketing. They often take the form of presenting a problem and providing a solution, making use of extensive data and research to argue for a particular solution or recommendation.

For example, if you ran a logistics company and had data on how your scheduling system has improved haulage, then that information can be turned into a white paper to improve the industry and show off your ingenuity.

White papers are very effective at establishing thought leadership, building credibility, and generating leads. They are usually longer than blog posts and range from about 6 to 30 pages. They’re structured so that they include an introduction or abstract, problem statement, background information, a proposed solution with supporting evidence, and a conclusion, which we will look at in more detail a little later.

Are white papers worth the effort?

Because of the research and time needed to create a white paper, they can be an investment in terms of resource as they require days of researching, writing, and editing before rolling it out.

However, with that being said, the benefits they bring far outweigh any doubts. For example, not only do they offer an opportunity to delve deep into a specific topic that provides an in-depth analysis and insight to showcase your expertise in the field, they also serve as a powerful marketing asset. This helps to attract new audiences who are looking for specific information within your industry.

It is worth remembering that these data-centric, text-heavy documents are usually written with a particular audience in mind, so it’s important to research your market audience to see if they will bring value and more importantly, if they will bring you more conversions.

How to define a white paper topic

When defining your white paper topic, you have to make sure you tick all of the below boxes:

You’re qualified to write about the topic
Your audience is interested in reading it
You’re filling a content gap and it hasn’t already been written about

If you have ticked all of the above, your next step is to find the data to back your chosen white paper topic. If you’ve researched your audience beforehand, you’ll more than likely already have a set of data or case studies in mind that you can use for this.

The aim of the document is to combine internal experience with external research to create a solid argument that isn’t one-sided. Finding external information for your argument is particularly important as it shows a rigorous academic approach in your thinking. This is something that will resonate with readers as they read your white paper.

The secret to a good white paper is turning your internal and external evidence and arguments into an idea or solution. This can be anything, from common errors in your industry to a brand new method or potential trend that could be explored further. Whatever you decide, take the time to understand what you’re suggesting and how it could affect the industry at large.

How to format your white paper

Once you have your white paper topic nailed, it’s time to format your white paper. Just like most academic papers, a white paper needs to follow a specific layout. You want to be aiming for:

Title – this should be accurate and interesting to what you’re writing about
Abstract – you want to provide a brief overview of the topic, your argument, and its main points so it can capture the reader’s attention
Problem Statement – this is where you argue for the need to change on your chosen topic; what is the issue you are offering a solution to?
Background Information – in this section, you want to provide more context on the problem, your industry, and your practice
Solution – this is where you want to showcase your knowledge and share your solution with your evidence with the reader and give them the ‘eureka’ moment
Conclusion – finally, you’ll want to conclude your argument by summarising the problem and your solution before ending the white paper with your references

Sticking to this kind of format with your white paper allows you to create a well-structured document that effectively communicates your message in a visually appealing way.

Need more advice on how to write a white paper?

As you can see, writing a white paper is no small feat. If you’re able to gather the data and information, find a captive audience, and most importantly, find a solution to a common problem in your industry, you’ve got a powerful tool to grow your brand and influence. Once you have it written, you should make sure you’re marketing it to newspapers and other news outlets too.

If you’d like more information on how to write a white paper, or you need a hand in generating or marketing your white paper, get in touch with us today. Our specialist digital marketing team are on hand to provide you with expert advice and turn your content into clicks, traffic, and revenue.