What Is a White Paper: Definition and How to Create One

Literally, a white paper means white paper. However, in marketing, it’s not just a paper but a document containing information ranging from background, concepts, technology, roadmaps, and goals of a project.

To understand the intricacies of a white paper, read the detailed explanation below.

What Is a White Paper?

A white paper is a sales and marketing document written as a report to provide information to potential consumers. It includes in-depth solutions, points, and explanations about a project, including products or services owned by a business.

Generally, a white paper is a document or content that delves into detail about a specific topic and provides solutions to existing problems. Its use in marketing is closely related to documents containing information about specific products or topics.

Usually used in business, especially in consulting, finance, and the B2B sector, white papers serve as a means of communication and presentation.

Benefits of White Paper

The main purpose of a white paper is to convey information about desired products or services to potential consumers. While reading, consumers gain a better understanding of the product, including its advantages and differentiators from competitors.

Here are some key benefits businesses gain through the use of white papers:

1. Building trust with the target audience
2. Helping readers understand industry challenges and how to overcome them
3. Generating quality leads
4. Increasing brand awareness while solving arising issues
5. Building trust in the brand and opportunities to acquire new consumers
6. Providing insights into offered products or services
7. Supporting consumer purchase decisions

Types of White Papers

Before creating a white paper, it’s essential to understand its types. Knowing these types helps businesses choose the most suitable one for their needs.

Here are the three main types of white papers commonly used:

1. Numbered List: Focused on points to explain a specific topic or information to the audience. Its goal is generally to increase brand awareness and provide general information appealing to potential consumers, usually used at the beginning of the customer journey.
2. Problem/Solution: Aims to offer new or existing solutions to address business problems. This type attracts attention and provides an understanding of the offered products or services. It not only benefits consumers but also serves as a positive step for businesses.
3. Backgrounder: Frequently encountered, this type provides in-depth explanations about the features and benefits of specific products or services. Its goal is to assist consumers in decision-making, making it part of the final stage of the customer journey. It convinces consumers through the information it contains.

Who Uses White Papers and When Are They Needed?

White papers are used by various entities, including government agencies, NGOs, social media agencies, consulting firms, and financial institutions. Nowadays, organizations and companies using content marketing also employ white papers.

White papers are necessary when an institution/company has a new project or product to introduce to the target audience or stakeholders. Through a white paper, readers can better understand the project or product, influencing their decisions regarding it.

How to Create a White Paper

Here are the general steps in creating a white paper:

1. Set Objectives: Define the purpose of the white paper. Whether it’s to provide knowledge, solve specific problems, promote a product or solution, or build credibility in the industry.
2. Choose a Topic: Select a topic relevant to the industry and appealing to the target audience. Ensure it adds value and offers implementable solutions.
3. Conduct Thorough Research: Research extensively on the chosen topic. Gather data, statistics, case studies, and other related information to support arguments and claims.
4. Create White Paper Structure: After research, create the basic structure of the white paper. Typically, it includes an executive summary, introduction, background, problem analysis, proposed solutions, supporting evidence, and conclusion.
5. Write Content: Clearly, logically, and informatively convey the content of the white paper. Avoid using technical language or jargon that might be difficult for lay readers. Use strong arguments and support statements with relevant data and facts.
6. Include Graphics and Illustrations: Utilize graphs, tables, diagrams, and other illustrations to strengthen and visualize information. This helps readers better understand concepts and makes the document visually appealing.
7. Editing and Proofreading: After writing, review and edit the white paper to ensure clarity, fluency, and consistency. Check for grammar errors or factual inaccuracies.
8. Design and Format: Design the white paper with an attractive and professional layout. Use appropriate headings, subheadings, and formatting styles to facilitate navigation and content understanding.
9. Add Title Page and Table of Contents: Insert a captivating title page and a neatly organized table of contents to facilitate easy navigation for readers.
10. Review and Testing: Have others review the created white paper and ask for feedback. Conduct testing with the target audience to ensure the white paper is effective in achieving its set objectives.

After going through these steps, the document can be distributed online through websites, social media, email marketing, or through partnerships with relevant entities in the industry. Ensure to promote and share the document with the relevant audience for maximum impact.