How to Write a White Paper (Old Way vs. New Way)

A white paper (whitepaper) is an informational document, usually issued by a company or non-profit organization, to promote or highlight the features of a solution, product, or service. White papers are often written as sales and marketing documents used to entice or persuade potential customers to learn more about or purchase a particular product, service, technology, or methodology.

White papers are designed to be used as a marketing tool before a sale, and not as a user manual or other technical document developed to provide support to the user after making a purchase.

The Basics of a White Paper

The purpose of a white paper is to promote a certain product, service, technology, or methodology, and to influence current and prospective customers' decisions. Many white papers are designed for B2B (business to business) marketing purposes, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. The white paper is used to inform and persuade the other company that a certain offering (such as a product or technology) is superior for solving a particular business problem or addressing a certain challenge.

In relation to B2B marketing, there are three main types of white papers: backgrounders, which explain the technical features of a particular offering; numbered lists, which highlight tips or points regarding an offering; and problem/solution white papers, which introduce an improved solution to a common business or technical challenge.

White papers differ from other marketing materials, such as brochures. While brochures and other materials might be flashy and include obvious sales pitches, a white paper is intended to provide persuasive and factual evidence that a particular offering is a superior method of approaching or solving a problem or challenge. In general, white papers are at least 2,500 words in length and are written in a more academic style.

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

White papers, the old way:

· Delivered via PDF

· Not interactive

· No tracking of views, consumption, and conversions

· Can’t be easily shared

· Uses ugly design or bad typography

· Missing or has poor illustrations

· Appears to be boring to a modern audience

· Is losing its perceived value

White papers, the new way:

· Hosted online

· Interactive and collects insights on your readers

· Tracks views, consumption, and conversions

· Can be shared easily

· Are well designed, with great typography

· Uses visually appealing illustrations that support the content

· Maintains the attention of a modern audience

· Retains high-perceived value

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