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

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)

What is a white paper?

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.

Use and value

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.

Example:

Sales Pitch: 8 Ways ABC Marketing will save money on your social media budget

White paper: Social Media Advertising: Matching marketing needs and platforms

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How to select a white paper topic:

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.

White paper preparation

Research

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 paper format

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.

Abstract

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.

Background

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.

Solution

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.

Conclusion

This section summarizes the white paper’s major findings. Recommendations based on the solution are provided.

References

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. 

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Final thoughts

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.