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How to Write a Winning White Paper (Free Template)

How to Write a Winning White Paper (Free Template)

  • 10-minute read
  • 13th September 2024

A white paper is a powerful tool in content marketing , offering in-depth insights into a specific topic or problem. When written effectively, it can position you or your business as a thought leader while providing valuable information to your audience. This guide will walk you through how to write a white paper, from understanding its purpose to crafting each section.

What Is a White Paper?

A white paper is a detailed report or guide that informs readers about a specific issue, presents the problem, and offers a solution. It’s often used in B2B marketing and helps companies demonstrate expertise, build trust, and engage potential customers by providing educational content.

White papers are long-form content , typically ranging from 3,000 to 5,000 words. Their in-depth nature allows businesses to explore complex topics in detail. They also serve as evergreen content , meaning their value doesn’t diminish over time, making them a lasting asset in your content marketing strategy.

You might write a business white paper to generate leads, explain a technical concept, or support a new product or service launch. It positions your business as a credible authority in your field and may be shared throughout professional networks. Some common types of white papers include:

  • Problem/solution : These papers define a specific problem in the industry and present your company’s solution.
  • Technical : Designed for a technical audience, these papers delve into the specifics of a technology, product, or service.
  • Business benefits : These papers focus on demonstrating how your product or service can benefit businesses, often targeting decision-makers.
  • Thought leadership : These types of papers position your company as an expert by discussing emerging trends and offering insights.

To learn how to write a white paper, follow our steps below.

1. Prepare to Write the White Paper

Before you begin writing, you need a plan. To prepare, you should:

Identify Your Audience

The first step in writing a successful white paper is understanding who will read it. Are they technical experts, business executives, or general readers? Defining your audience will help you shape your tone, language, and the level of detail you include. For example, a technical audience may require in-depth explanations of product features, while business executives might focus more on ROI and business value.

Define Your Goals

Next, outline the goals of your white paper. Are you trying to generate leads, educate your audience, or build thought leadership? Clear goals guide the content creation process and keep your paper focused and relevant.

Research and Data Collection

A well-researched white paper is critical to its success. Gather credible data, case studies, and statistics to support your claims. This adds authority to your content and helps establish trust with your readers. The research phase also involves understanding the competitive landscape to ensure your paper stands out in terms of value and insights.

2. White Paper Format (Free Template)

Once you’ve completed your research, it’s time to organize your information into a structured white paper format. You can use our free white paper template for this. The key sections include:

  • Title page : Include the white paper’s title, your company name, and a brief subtitle that summarizes the main theme. Keep it concise and engaging to capture attention.
  • Executive summary : Provide a high-level overview of the content, including the problem, proposed solution, and key takeaways. Decision-makers often rely on the executive summary to quickly grasp the value of the paper.
  • Introduction : Define the scope of the paper, explaining why the topic is relevant to your audience and giving a preview of what will be covered.
  • Problem statement : Clearly define the problem your audience faces . Use statistics, research, or case studies to highlight the significance of the issue.
  • Solution overview : Present your solution to the problem. This section should be comprehensive, explaining how your product, service, or approach addresses the pain points described in the problem statement. Ensure the solution is backed by data or evidence.
  • Conclusion and call to action (CTA) : Summarize the key points and reinforce the benefits of your solution. The CTA should guide readers on what to do next – such as downloading more content, contacting your sales team, or signing up for a demo.
  • References : Cite all the data, sources, and research you used to write the white paper. References give credit to your original sources and enhance your paper’s credibility.

3. Write the White Paper

Now that you have a clear plan, it’s time to start writing. Effective content is clear, concise, and compelling. When considering how to write a white paper, implement these best practices:

Craft the Title

Your title is the first point of contact with your audience. A compelling title can make the difference between a reader opening your document or passing it by. It should be clear and concise, and give people an idea of the problem to be solved or the insight they’ll gain.

Including relevant keywords in your title helps with search engine optimization and ensures that your white paper can be easily found online. For instance, if you’re writing a business white paper on improving customer retention, a title like “Boost Customer Retention With Proven Strategies” highlights the focus of the content while incorporating key search terms.

Develop the Content

Once the title grabs attention, the content needs to deliver on that promise. The body of your white paper should provide valuable insights that are structured in a clear, engaging manner. Our free white paper template can help you keep each section organized and cohesive.

Clear and concise writing is especially important in a business white paper. Avoid jargon or overly technical language unless your audience is highly specialized. Aim for direct, concise writing that delivers your points without unnecessary complexity. While it’s tempting to sound sophisticated, simplicity often works best. Professional, straightforward language will keep your readers engaged.

Ensure Clarity and Engagement

Maintaining a reader’s interest throughout a long document can be challenging. A focus on clarity and engagement helps make your content more digestible. Do this by: 

  • Keeping sentences and paragraphs short : Long, complex sentences and paragraphs can overwhelm readers. Aim for brevity. Short sentences and paragraphs make the content more scannable, keeping your readers engaged as they move through the text.
  • Using the active voice and asking direct questions : The active voice helps your writing feel more dynamic and immediate, making it easier to follow. Incorporating direct questions like “What problem are you trying to solve?” can also prompt readers to reflect and stay engaged.

4. Edit and Proofread the White Paper

Editing and proofreading are crucial steps to ensure your draft paper is polished and professional. We’ve provided some basic steps for this process below, or you can follow our proofreading checklist for more detailed steps.

  • Review for clarity : Re-read your content to ensure the ideas flow logically and each section contributes to the overall message. Simplify complex points where needed.
  • Cut unnecessary content : Trim excess information that doesn’t add value. Business white papers should be thorough but focused, so be selective about what you keep.
  • Review your style guide : If your team uses a style guide, consult its guidance on things like spelling and punctuation preferences, capitalization, abbreviations, word choice, tone, and dialect.
  • Check grammar and spelling : Typos and grammatical errors can undermine your credibility. Use spell checker tools to catch mistakes and read each line carefully. If spelling and grammar aren’t your strong suit, consider outsourcing your copy editing .
  • Tidy the formatting : Your document format should be neat and consistent. Check for things like wonky spacing, inconsistent use of bolding or italics, and the style of headings and subheadings.

While you can edit and proofread yourself, investing in professional editing will ensure an error-free, polished white paper. Expert editors are trained to catch mistakes you might miss and ensure your writing is clear, concise, and authoritative. In the competitive world of content marketing , professional editing can elevate the quality of your white paper.

5. White Paper Design and Presentation

The visual presentation of your business white paper is just as important as the content. A well-designed document is more engaging and helps reinforce your brand identity. Let’s look at a few elements of this in detail.

Branding and Style Guides

Your white paper format should align with your brand’s style guide . Consistent use of fonts, colors, and logos ensures that your white paper reflects your company’s identity and maintains professionalism.

Charts, Graphs, and Images

Visual elements like charts, graphs, and images help break up large sections of text and make your document more engaging. They can also simplify complex information, making it easier for readers to digest key points. Make sure your visuals are relevant and support the text rather than distract from it.

Keep the Design Clean and Professional

Avoid cluttered designs that overwhelm the reader. Use plenty of white space, and stick to a clean, minimalist layout that makes the content easy to navigate. Using a white paper template can help you keep things tidy from the start of the process.

6. Distribute and Promote the White Paper

Once your white paper is written and polished, the next step is getting it in front of the right audience. A solid promotion strategy is key to maximizing its reach and impact. Share your white paper through various channels, including email campaigns, blog posts, and newsletters . Encourage sharing by offering value-driven incentives like exclusive insights or access to other premium content.

Promote your white paper on your social media platforms , tailoring your messaging for each channel. LinkedIn is particularly effective for B2B engagement. Feature the paper prominently on your website’s resources page and use pop-ups or CTAs to drive traffic to it.

A white paper is an asset that holds value over time, making it ideal for evergreen content . You can continue to promote it through various touchpoints in your content marketing strategy long after its initial release, ensuring a steady stream of engagement and lead generation.

Writing an effective white paper involves detailed research, clear writing, and strong editing. By following a structured approach – crafting a compelling title, developing insightful content, ensuring clarity and engagement, and carefully proofreading and editing – you’ll produce a document that informs your audience and drives action. 

Strong editing and proofreading are crucial to making sure your white paper reflects your brand’s authority and expertise. Even minor errors and inconsistencies can be distracting. If you want to ensure that this job is done well, our expert editors are here for you. Discover more about our editorial solutions for marketing today.

What is the main purpose of a white paper? A white paper aims to inform, persuade, or educate an audience on a specific issue or solution.

How long should a business white paper be? A business white paper typically ranges from 3,000 to 5,000 words.

What are common mistakes to avoid when writing a white paper? When writing a white paper, avoid using overly complex language, presenting sections in an unorganized way, and failing to thoroughly proofread. 

How can a white paper be used in a content marketing strategy? White papers can be used to generate leads, establish thought leadership, and provide valuable evergreen content.

What are the best practices for designing a white paper? Keep the design clean and consistent with your brand and incorporate visuals like charts and images to enhance readability.

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What Is a White Paper? [FAQs]

Lindsay Kolowich Cox

Updated: February 01, 2023

Published: June 23, 2014

The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business.

content team working on the design of a whitepaper

The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution.

In tech, a whitepaper usually describes a theory behind a new piece of technology. Even a business whitepaper can serve a variety of uses and audiences -- some more product-focused than others. And although it is put together like an ebook, the two are written quite differently.

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We're here to arm you with the best definition of a whitepaper in the context of business and what to do (and not do) as you create one. This article covers: 

  • What is a whitepaper?
  • How to write a whitepaper
  • Whitepaper examples

What Is a Whitepaper?

A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.

Marketers create whitepapers to educate their audience about a particular issue, or explain and promote a particular methodology. They're advanced problem-solving guides. Typically, whitepapers require at least an email address for download (usually they require information more than that), making them great for capturing leads.

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What Isn't a Whitepaper?

A product pitch.

Although Investopedia defines a whitepaper as "an informational document issued by a company to promote or highlight the features of a solution, product, or service," be warned that overtly shilling your own stuff could turn off your readers.

The goal of a whitepaper is to inform and persuade based on facts and evidence, not tell the world why people need to buy your product right now.

How Are Whitepapers Different From Blog Posts and Ebooks?

Speaking of what a whitepaper isn't ... if you're looking for a quick and interactive way to present your value to the industry, a whitepaper is not your only option. There are also ebooks and blog posts -- both of which have various differences from a whitepaper.

What really set these products apart are the size, appearance, and time commitment of each one. Whereas writing blog posts and ebooks can take anywhere between a few hours and a few weeks, a good whitepaper can take between a few weeks and a few months to write and polish. They're less flashy, much more serious in tone, and more heavily researched than blog posts and ebooks.

Let me show you a comparison. The set below is one of our own ebook templates ( which you can get for free here ). It's a thorough but simple read:

Cover of a free ebook template offered by HubSpot

Now, here is a whitepaper based on our latest research on emerging tech for small to mid-sized businesses (a great report -- see the web version here ). You can see how much detail whitepapers can go into, both in text and in its images:

hubspot research whitepaper cover that reads: "a practical approach to emerging tech for smbs"

Ebooks and whitepapers can start on the same template. But ultimately, whitepapers are the academic papers of marketing content. Readers expect a high degree of expertise backed by solid research that is fully documented by references.

Ebooks, on the other hand, are often extensions of a subject you cover regularly on a blog. They can come out of diligent research, but they appeal to a wider audience when unpacking a business subject.

You can imagine this makes them kind of boring in comparison -- truthfully, most people don't actually want to read whitepapers, but they do it anyway to build their knowledge of an operation they need more insight on before making their next move.

For this reason, they tend to be particularly detailed and informative, authoritative, and written by industry experts. And these qualities can make some decision makers feel better about a future purchase.

What Makes a Good Whitepaper?

Technically, there are no minimum requirements for whitepapers. Anyone can call anything a whitepaper -- this doesn't mean you should, though. Without some boundaries on what is and what isn't a whitepaper, we risk confusing our audience and losing credibility. Here's what an A+ whitepaper looks like:

  • Length: No fewer than six pages, including illustrations, charts, and references. Can be upwards of 50 if the topic requires that much detail. (Chances are, it won't.)
  • Structure: There is usually a title page, table of contents, short executive summary (optional but helpful), introduction, several pages educating the reader about the problem, several pages hypothesizing a solution, several pages offering an example of a company that used that solution to achieve results, and a conclusion.
  • Density: Denser than an ebook. Whitepapers aren't usually easy to skim -- in fact, readers usually need to read them over more than once to get every morsel of information out of it.
  • Format: PDF in portrait orientation (8.5" by 11").
  • Style: Professional, serious, well written, and well edited. I'd recommend hiring a graphic designer to design page layout, images, fonts, and colors as well.

Whitepaper Examples for Lead Generation

So, if whitepapers are so boring, why do marketers create them? Well, they're a great resource for your prospects and sales team, and they help you build credibility and trust with your readers. Also, people who choose to download whitepapers often are further into the customer buying cycle .

With that in mind, here are two use cases for a whitepaper:

A Technical Case Study

It's been said that case studies, like ebooks, are very different from whitepapers. However, some case studies are long enough that they're best packaged as whitepapers themselves.

A case study is essentially the story of a customer's success reaching a goal as a result of their partnership with another party. This success is best conveyed through certain metrics the customer has agreed to be measured on. And depending on how technical or complex the service is that they received, the more research and detail other potential customers will want to see as they continue their buyer's journey.

Therefore, case study-based whitepapers can be a terrific way of demonstrating thought leadership on a dense concept through a real-world example of how this concept helped someone else succeed.

A Reference Guide

Imagine you work for a company that sells kitchen cleaning equipment to restaurants and you write a whitepaper about the maintenance and inspection of commercial kitchens.

That whitepaper is probably chock full of information about legal requirements for exhaust systems, cooking equipment, and cleanliness documentation that could put even the biggest kitchen maintenance enthusiast to sleep if read cover-to-cover.

But it also serves as an incredibly useful reference for restaurant owners who want to know how to maintain their kitchens to pass inspection. Once they know how clean they need to keep their kitchens, they'll likely buy some expensive cleaning equipment from you because they see you as a helpful, detail-oriented, credible source.

Many people create whitepapers for this purpose -- a resource that their leads can take with them to become better at their trade. Ideally, the better they become, the more qualified they are to work with the organization that gave them the whitepaper.

Now that you know the purpose of whitepapers and how they differ from ebooks, it's time to get started in creating your own. With the above best practices in mind, here's the approach you can take to produce an excellent whitepaper for your audience: 

How to Write a Whitepaper

  • Identify your audience's pain.
  • Do your research.
  • Create an outline.
  • Put pen to paper and flesh out your outline.
  • Use imagery to support your points.
  • Get feedback.
  • Invest in the formatting and design.

1. Identify your audience's pain. 

While you're a subject matter expert in a unique position to provide content, you must consider your audience and what is going on in their lives. By creating a whitepaper that addresses (and solves) for their needs, you'll better be able to generate demand for your whitepaper. 

To do this, consider creating a buyer persona . This activity will help you put yourself in their shoes. Then, you'll want to consider what kind of information would attract them, how they'd use the information, and how it would solve their pain or problem. 

2. Do your research. 

Whitepapers are informational in nature, and you'll want to determine how to provide information your audience can't get elsewhere. You can do that by:

  • Running an original study/survey
  • Putting together unique case studies
  • Detailing a unique process or project

If you're unable to do your own research, try drawing statistics from government and/or survey organizations and analyzing them in a unique way (and make sure you cite your sources).  

3. Create an outline. 

Because whitepapers are long-form in nature, an outline can help organize your thoughts. Consider sketching out your topic in the following format: 

  • Introduction and Synopsis - Introducing the topic of the whitepaper, explaining why it's important (from the standpoint of the audience), and what the whitepaper sets to do, convey, or solve. 
  • Overview - Defining some some of the key terms you intend to use, detailing the variables or parameters involved, and summarizing what you'll discuss. 
  • Body - Laying out all the key points and highlights you'll hit. 
  • Conclusion - Explaining the key take-aways from the body and any action items the reader should take.

4. Put pen to paper and flesh out your outline. 

Using an informational and fact-based tone, begin expanding on the ideas you have by using the outline as a guide. In addition, each paragraph should contribute to the overall goal of the piece. 

5. Use imagery to support your points. 

Because whitepapers go deep on research and analysis, visuals such as charts, graphs, and tables can help you present information in a visually interesting way and make the paper easier to read. 

6. Get feedback. 

It's critical to present the best write-up you can for your readers. The higher quality it is, the more authority you'll have in your audience's eyes. Get feedback from someone you trust to catch typos or other issues with readability. 

7. Invest in the formatting and design. 

While it's not necessary to get too flashy with it, color, layout, and imagery goes a long way to make your whitepaper appealing. 

Whitepaper Examples

To provide even more inspiration, here are modern examples of whitepapers that are emblematic of great whitepaper execution (and why):

1. Not Another State of Marketing Report , HubSpot

HubSpot does an amazing job every year compiling data from experts and partners to convey modern trends in the marketing landscape. This is useful for marketers because they can use the statistics to create marketing and sales content as well as learn from the macro shifts that are happening in the industry. The whitepaper presents this information with attractive graphs and short editorial summaries along with links to more in-depth articles on each topic.

hubspot whitepaper example: "not another state of marketing report" cover for 2020

Image Source

2. It's Not You, It's My Data , Custora

Custora created this whitepaper about customer churn, why it's important, and how to prevent it. What makes this ebook great is that it promises concrete value to the reader (revenue savings from preventing attrition) backed by a wealth of data and actionable advice. Even better, the whitepaper is modern and attractive, so the reading experience is pleasant. This helps the reader consume the long-form content without friction.

custora whitepaper example: "it's not you, it's my data" cover that reads "leveraging customer analytics to build a scalable customer churn prevention system"

3. Google Cloud's AI Adoption Framework , Google

This whitepaper leverages Google's authority to persuade the reader into adopting AI. By providing a methodology in the beginning, Google aims to give the reader the tools to think through the power of AI as it can be applied to their business. Then, the whitepaper dives into more technical information for advanced readers.

google whitepaper example: cover that reads "google cloud's AI adoption framework"

4. Employees and Cybersecurity , Excedeo

Excedo aims to educate about the security risks that employees may unknowingly pose to businesses when improperly trained. The whitepaper advocates about the types of internal IT policies and training that are essential in today's world.

excedo whitepaper example: first page that reads "employees and cyber security" and an introduction to the topic

Whitepapers have a long history, and their uses have continued to change. Be sure to decide whether or not a whitepaper will actually serve your audience before spending the months-long process to produce it. Sometimes, an ebook will do just fine. On the other hand, long-form educational content has a place in your content strategy.

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Editor's note: This post was originally published in March 2018 and has been updated for comprehensiveness.

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4 New White Papers & Free Downloads from MarketResearch.com

by Sarah Schmidt , on October 18, 2017

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These publishers not only provide market research reports, they have also released a number of free white papers, presentations, and e-books on a variety of dynamic markets. These resources are designed to give you a quick view of an industry, leading companies, or trends. 

Top Players in the U.S. Pet Market

In this PowerPoint presentation, Packaged Facts discusses the top nine players by estimated revenues in the U.S. pet product market, along with additional billion-dollar range participants. The presentation also highlights major pet brands and product trends. This is a must-read for anyone interested in the pet market.

Product Innovation in the Dairy Case

America’s diet has changed drastically over the years, and the dairy industry is facing a new era of disruption and change. In this e-book, Packaged Facts explores five influential trends in the dairy case. Read this e-book to learn how brands big and small are adapting to the changing consumer landscape.

15 Biotech Companies to Watch

Biotechnology has the potential to provide solutions for a host of problems that traditional technologies have been unable to fully address. It’s no surprise that new entrants are joining the field and investors are highly interested. This e-book describes 15 innovative companies that come from various aspects of biotechnology.

Services & Equipment Trends in the Security Industry

Get clear insight into this complex sector. The Freedonia Group's new e-book highlights key developments related to security alarms, global security services, law enforcement, and more. Helpful infographics are also included.

These are just a few of the free resources MarketResearch.com has to offer. To access additional downloads, visit our archive of white papers and e-books .

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    References: Cite all the data, sources, and research you used to write the white paper. References give credit to your original sources and enhance your paper’s credibility. 3. …

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