In the area of strategic communication, companies and organizations have numerous methods at their disposal to share crucial information. Despite the variety of options, many choose to utilize a white paper to effectively reach and engage their target audience, leveraging its distinct benefits.
In this article, we’ll help define what a white paper is and provide some of the best practices to remember when writing your own. Moreover, we’ll share a few tips and tricks that are always good to have in your back pocket. Stay tuned!
What Is a White Paper?
A white paper is a detailed report on a specific subject that seeks to inform the readers and assist them in making an educated decision.
New legislation and government policies are often introduced in the form of white papers, and they typically extend beyond five pages due to their detailed nature.
Experts on a particular subject usually write white papers to fulfill various purposes. They are commonly used to educate readers about new technological advancements, outline best practices in industry operations, or provide comprehensive data analysis on market trends.
Additionally, white papers serve as a persuasive tool to advocate for certain technologies or methodologies, presenting solutions to industry-specific problems, or influencing stakeholders to adopt new business strategies.
Evidently, the content of the white paper should be appropriately developed to provide helpful information and present a product or service in a positive light.
Key Takeaways
A white paper is a comprehensive report that aims to help its readers solve a specific problem, make an educated decision, or gain a better perspective on a product or service;
Among the various benefits that using a white paper brings, the ability to easily convey complex information to a large number of readers makes it worthwhile both within organizations and externally;
One of the best practices to keep in mind when writing a white paper is to use accurate data and reference your claims, mentioning previous research on the subject.
How to Define a White Paper?
A white paper can be defined as a report or guide that informs readers about a complex issue and presents the issuing body’s philosophy on that subject matter. It is meant to help readers understand a specific topic, solve a problem, or make a decision.
There are many types of white papers, including educational, analytical, and persuasive. Each category has a different purpose, but they all should be highly informative and helpful to the reader.
Educational white papers are often found on academic publishing platforms like JSTOR, which provides access to a wide range of scholarly content including journal articles, books, and primary sources across numerous disciplines (JSTOR Home Page).
Analytical white papers might be accessed through professional consulting firms’ websites, such as McKinsey & Company or Deloitte, where they provide in-depth analysis of various industry issues. For persuasive white papers, companies like IBM often publish them on their own sites to advocate for the adoption of new technologies or methodologies.
A notable real-life example of a company utilizing a white paper is Google. In its early years, Google released a white paper outlining the architecture and benefits of its Google File System. This white paper not only educated readers on the innovative approach Google was taking but also positioned the company as a leader in technological development.
Why Are White Papers Important?
White papers are crucial tools for organizations, serving multiple strategic functions:
1. Effective communication
White papers are valuable for improving both internal and external communication efforts. They enable clear and effective dissemination of complex ideas and information, ensuring all stakeholders are on the same page.
2. Educational tool
They play a key role in educating employees and clients about a range of topics, from company policies to the intricacies of new product features. This educational aspect helps in keeping everyone informed and aligned with the company’s goals and updates.
3. Marketing and credibility
Beyond just information sharing, white papers are potent marketing tools. They can spotlight a specific product or service, boosting its visibility and desirability. Moreover, they establish and reinforce credibility and thought leadership within an industry, enhancing the issuing body’s reputation.
What Are The Best Strategies to Create a White Paper?
Depending on your company’s or organization’s main goals, different strategies can be implemented when writing a white paper. The following are a few of the best practices to consider for your own piece.
1. Keep it concise
White papers are not really the place to be showing off your writing skills. The goal is to get your point across clearly and concisely.
Your readers will appreciate your consideration of their time and be more likely to respond positively if the white paper is easy to navigate.
2. Be objective
If you are not writing a white paper to market a product or service, it’s always best to adopt a neutral point of view. This type of white paper should be free of any promotional language. It will leave the best impression if it is instructive and unbiased.
3. Use data and research
It’s crucial to back up any claims you make with authoritative research and trustworthy data. Backing up your claims with the appropriate sources will ensure that your white paper comes across as credible and help you persuade the target audience.
4. Focus on problem-solving
A successful white paper should address actual problems or challenges faced by its intended audience. By focusing on providing solutions or new insights into these challenges, your white paper can become an indispensable resource.
This approach not only attracts readers but also increases the likelihood of the white paper being shared among professionals facing similar issues.
5. Engage visually
While white papers are primarily text-based, incorporating charts, graphs, and other visual elements can greatly enhance their appeal and readability.
Visual aids can help to break down complex information, making it more accessible and easier to understand. This strategy can be particularly effective when explaining data-heavy content or complex processes.
Additional Tips & Tricks
- 63% of B2B enterprises find white paper as one of the most persuasive and effective content marketing pieces;
- Using an interactive white paper can be a way to increase user engagement and leave a better impression on your target audience;
- Ensure that the part of your white paper that presents the solution to a problem is highlighted and clearly separated from the rest of the text content;
- Maintain a professional tone in your white paper writing, and don’t hesitate to reference other authoritative sources if their research is related to the topic of your white paper.
The Bottom Line
White papers are a popular and effective way to share information about a product, service, or issue. When used correctly, they can be a powerful tool to educate and persuade your target audience.
Today you learned what is white paper is and which strategies to apply for writing an informative piece of information. We hope this knowledge will help you determine if a white paper is a content you need for your company’s updates or employee orientation.
White Paper FAQs
Although a white paper is not meant to be promotional, it can aid your content marketing strategy. The trick is not to do the selling in your white paper but to use it as a source of credibility to support your content marketing efforts.
White papers are used to convey long-form information, and as such, they can be useful in helping to clarify complex subjects to readers. This does not mean that a white paper is better than social media. Still, it can be combined with a social media marketing strategy to supplement the short-form information that is shared on social media platforms.
The content of a white paper is often similar to an e-book. White papers are often long and explain a particular subject in great detail. A white paper often has a list of references at the end, and a longer piece may even have chapters.
A good white paper is any white paper that fulfills its primary purpose. If that purpose is to educate the readers, then including a case study, referencing an academic paper, or related articles could be a good idea.
