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White Paper: Purpose and Audience

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What is a White Paper?

Originally, the term white paper was used as shorthand to refer to an official government report, indicating that the document is authoritative and informative in nature. Writers typically use this genre when they argue a specific position or propose a solution to a problem, addressing the audience outside of their organization. Today, white papers have become popular marketing tools for corporations especially on the Internet since many potential customers search for information on the Web. Corporations use white papers to sell information or new products as solutions that would serve their customers' needs.

The Purpose of a White Paper

Typically, the purpose of a white paper is to advocate that a certain position is the best way to go or that a certain solution is best for a particular problem. When it is used for commercial purposes, it could influence the decision-making processes of current and prospective customers.

What Kind of Problems Do Readers Want to Solve?

The audience for a white paper can be the general public or multiple companies that seek solutions to their problems or needs. Typically, you will not know your audience personally, unlike when you write a recommendation report for your client. And yet, in order to persuade your audience, you need to focus on their needs. If you can address the problems that your readers want to solve, they will read your white paper for a solution. Otherwise, your white paper may not be read. It is important to emphasize your readers' interests rather than your interests, as shown in the example below:

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Expert Commentary

White papers, working papers, preprints, journal articles: What’s the difference?

In this updated piece, we explain the most common types of research papers journalists will encounter, noting their strengths and weaknesses.

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This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License .

by Denise-Marie Ordway, The Journalist's Resource February 25, 2022

This tip sheet, originally published in May 2018, has been updated to include preprint research, a type of research featured often in news coverage of the coronavirus pandemic.

Journalists rely most often on four types of research in their work. White papers, working papers, preprints and peer-reviewed journal articles.

How are they different? And which is best?

Below, we explain each, pointing out its strengths and weaknesses. As always, we urge journalists to use care in selecting any research to ground their coverage and fact-check claims.

Peer-reviewed article

Peer-reviewed research — the kind that appears in academic journals and that we highlight here at The Journalist’s Resource — has undergone a detailed critique by scholars with expertise in the field. While peer-reviewed research is generally the most reliable, journalists should keep in mind that publication in a prestigious journal is no guarantee of quality and that no single university or research organization always does the best research on a given topic.

It is safe to assume, however, that articles published in top-tier journals have been reviewed and given a stamp of approval by a number of accomplished scholars. For journalists who are uncertain, we’ve put together a list of 13 questions  to ask to gauge the quality of a research article.

Keep in mind that not everything that appears in a scholarly journal has been peer reviewed. Journals publish various types of content, including book reviews, editorials, letters to the editor and, sometimes, even poetry.

Working paper

This broad category describes research papers that have not been peer reviewed or published in a journal. Working papers can be in various stages of completion. One might be ready for publication in a prestigious journal while another requires significant editing and other changes that could actually alter its main findings. Sometimes, working paper findings are so preliminary, authors will advise against citing their work .

Even so, working papers are a great way for journalists to gain access to new research quickly. The peer-review and publication process can take months to a year or longer, which means that by the time studies get published, their findings are sometimes not as useful or the data are old.

In choosing working papers, journalists should communicate with scholars about the progress of their research and how confident they are in their findings. It’s a good idea to seek corroboration from peer-reviewed research and to ask other researchers for help assessing a study.

A preprint is similar to a working paper in that it has not been vetted through a formal peer-review process. However, preprints tend to be more complete . Also, preprints submitted to public servers such as the Social Science Research Network and the health sciences server medRxiv get a cursory screening before they’re published online for public view.

Preprints, like academic journal articles, are assigned a Digital Object Identifier , or DOI, and become a permanent part of the scientific record.

White paper

A white paper is a report, often compiled by government agencies, businesses and nonprofit organizations, that outlines an issue and often explores possible solutions to a problem. For example, in November 2021, the federal Office of Community Oriented Policing Services released a white paper looking at factors that help or hinder law enforcement recruitment of Black Americans. Earlier in the year, the Advanced Technology Academic Research Center published a white paper on the American Rescue Plan ‘s widespread implications for government agencies.

In the business world, white papers also are used for marketing purposes — to describe a new product or approach, for instance, or diagnose a problem.

While a white paper can help journalists get up to speed quickly on an issue, it’s important to note some white papers advocate a specific position or policy change. Some rely on incomplete research or research that has not been peer reviewed.

Looking for more guidance on writing about research? Check out our tip sheets on covering biomedical research preprints amid the coronavirus and what journalists should know about peer review .

The Journalist’s Resource would like to thank Matthew Baum , the Marvin Kalb professor of global communications and professor of public policy at Harvard Kennedy School, for his help preparing this tip sheet.

About The Author

Denise-Marie Ordway

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How to Write a Compelling White Paper: Step-by-Step Guide

A white paper is an authoritative document designed to inform and persuade stakeholders by providing in-depth research and solutions to specific problems. Key elements include the title, abstract, introduction, problem statement, solution, conclusion, and references. Creating a detailed outline is essential for organization and effectiveness. Writing and formatting tips include using clear language, supporting claims with data, and incorporating visuals. Templates and examples can guide the structure and design. The time required to write a white paper varies based on complexity and research needs. Understanding how to write a white paper ensures the creation of a professional and impactful document.

White papers are authoritative documents designed to inform and persuade stakeholders by providing in-depth research and insights on specific issues. They play a crucial role in business and technical fields, helping companies establish thought leadership, generate leads, and drive decision-making.

Understanding how to write a white paper is essential for businesses looking to present comprehensive analyses and propose solutions to complex problems. This guide covers every aspect of writing a white paper, from defining its purpose to finalizing its format. You’ll learn how to create a white paper document, including the essential steps and key elements involved.

We’ll also explore how to format a white paper to ensure it is professional and engaging. Whether you’re wondering how to write a white paper outline or seeking a how to write a white paper example or template, this guide provides detailed instructions and tips. Finally, we’ll discuss how long does it take to write a white paper, offering time estimates based on various factors. By the end of this guide, you’ll have a clear understanding of how to write a technical white paper and be equipped with the tools to create an impactful document.

What is a White Paper?

1. Detailed Definition

A white paper is an authoritative document that addresses a specific issue, provides comprehensive analysis, and proposes a well-supported solution. Originating from governmental use, white papers are now a staple in various industries, including technology, finance, and healthcare. They serve multiple purposes, such as educating stakeholders, influencing decision-making, and establishing thought leadership.

White papers are distinct from other forms of reports due to their depth and detail. They are typically targeted at a professional audience looking for detailed information and insights on a particular topic. Understanding how to write a white paper involves structuring the document to communicate complex ideas and data effectively.

2. Historical Context and Evolution

White papers have their roots in early 20th-century Britain, where they were used by the government to present policy proposals and legislative intentions. The term “white paper” was introduced to distinguish these concise reports from the more detailed “blue books” and preliminary “green papers.” One of the earliest examples is the 1922 Churchill White Paper, which outlined Britain’s policy in Palestine.

Over the years, white papers evolved beyond government use to become essential tools in business and technology sectors. Companies use white papers to present detailed analyses, propose solutions, and establish authority on specific subjects. For example, in the technology industry, white papers often detail new technologies, such as AI algorithms or blockchain platforms, providing comprehensive overviews for investors, users, and regulators​.

3. Common Uses in Different Industries

White papers serve multiple purposes across industries. In technology, they explain complex products and innovations. In finance, they analyze market trends and investment strategies. In healthcare, they discuss medical advancements and regulatory changes. Understanding how to write a technical white paper can help you tailor the document to your industry’s needs.

Mastering how to write a white paper outline ensures your document is organized and effective. Whether you’re creating a how-to-write, a white paper example for internal use or a public how-to-create white paper document, the principles remain the same. Use clear language, support your claims with data, and structure your content logically.

By following these guidelines, you can produce white papers that establish your authority and engage your audience. This foundation will help you understand how to format a white paper and make it compelling and informative.

How to Create a White Paper Outline

1. Importance of an Outline

Creating a detailed outline is crucial for the success of your white paper. It helps organize your thoughts and ensures a logical flow of information. An effective outline acts as a roadmap, guiding you through the writing process and keeping your content focused. This is an essential step in mastering how to write a white paper. A well-structured outline allows you to break down complex information into manageable sections, making the writing process smoother and more efficient.

2. Step-by-Step Process to Create an Outline

Define the purpose and audience.

Start by identifying the purpose of your white paper and understanding your target audience. Knowing how to create a white paper involves tailoring your content to meet the specific needs and interests of your readers. Ask yourself what problem your white paper aims to solve and who will benefit from it. This clarity helps you to craft the content that resonates with your audience and achieves your objectives.

Research and Gather Information

Thorough research is the backbone of any effective white paper. Collect data, case studies, and expert opinions that are relevant to your topic. This is a key aspect of how to write a technical white paper, as it provides the necessary evidence to support your arguments. Use credible sources and ensure your information is up-to-date. Organize your research material into categories to make it easier to reference during the writing process.

Organize Sections Logically

Structuring your white paper logically is essential for readability. Begin with a strong introduction that outlines the topic and its significance. Follow with a detailed problem statement explaining the issue at hand. The main body should present the proposed solution, supported by data and examples. Conclude with a summary of key points and actionable recommendations. This logical flow is vital in formatting a white paper effectively.

Detail Each Section with Key Points

Break down each section into key points or sub-sections. For example, in the problem statement, list the specific challenges your audience faces. In the solution section, outline the steps or strategies you recommend. This detailed approach is crucial in how to write a white paper outline as it helps maintain focus and ensures that all relevant aspects are covered comprehensively.

Introduction:

• Define the topic.
• State the purpose.
• Outline the main points.

Problem Statement:

• Describe the problem.
• Explain why it matters.
• Provide context and background.

Solution/Approach:

• Present the proposed solution.
• Support with data and case studies.
• Explain the benefits and advantages.

Conclusion:

• Summarize key points.
• Offer actionable recommendations.
• Highlight the importance of the solution.

References and Appendices:

• List all sources.
• Include additional data or documents.

Creating a detailed outline is a fundamental step in writing a white paper. It ensures that your document is well-organized and easy to follow. Whether you are developing a white paper example or using a white paper template, a comprehensive outline helps structure your content effectively. By following these steps, you can produce a white paper that is clear, persuasive, and impactful, meeting the needs of your target audience and achieving your communication goals.

Writing and Formatting Tips for a White Paper

1. Writing Tips

A) use clear and concise language.

Effective white papers are easy to read. Use simple language and avoid jargon. This is essential when learning how to write a white paper.

b) Adopt an Engaging and Persuasive Tone

Engage your readers with a compelling narrative. Use a tone that persuades and keeps them interested. This is particularly important in writing a technical white paper, where maintaining reader interest can be challenging.

c) Support Claims with Data and Evidence

Back up your arguments with solid data, statistics, and credible sources. This adds credibility and supports your conclusions. Knowing how to create a white paper document involves extensive research to gather this supporting information.

2. Formatting Tips

A) consistent style and structure.

Maintain a uniform style throughout your white paper. Consistent formatting makes your document look professional. Understanding how to format a white paper is crucial to achieving this consistency.

b) Use Headings, Subheadings, and Bullet Points

Break up text with headings, subheadings, and bullet points. This improves readability and helps readers quickly find the information they need. When considering how to write a white paper outline, plan these elements carefully to enhance the document’s structure.

c) Incorporate Visual Elements

Use charts, graphs, and images to illustrate key points. Visual aids make complex information more digestible and can enhance engagement. Examples of how to write a white paper example often include these elements to demonstrate best practices.

3. Additional Writing Tips

A) draft and revise.

Write multiple drafts and revise them. Editing improves clarity and ensures your message is communicated effectively. This step is essential in how to write a white paper and ensures the final product is polished.

b) Use a Professional Tone

Maintain a formal and professional tone throughout your white paper. This will enhance your credibility and appeal to your target audience.

c) Cite Sources Properly

Always cite your sources. This not only gives credit where it’s due but also strengthens your arguments by showing the depth of your research. Proper citations are a key part of how to create a white paper document that is authoritative and reliable.

4. Additional Formatting Tips

A) create a table of contents.

For longer white papers, include a table of contents. This helps readers navigate the document easily and find sections of interest quickly.

b) Ensure Visual Consistency

Make sure that all visual elements are consistent in style and format. This uniformity contributes to a professional appearance and enhances readability.

c) Proofread Thoroughly

Check your white paper for grammatical errors and typos. A well-proofread document reflects attention to detail and professionalism. This is an important aspect of how to write a white paper template that will be used as a model for future documents.

By following these writing and formatting tips, you can create a compelling and professional white paper. Whether you’re seeking a white paper example or developing your own template, these guidelines will help ensure your white paper is effective and well-received. Additionally, considering how long does it take to write a white paper depends on the thoroughness of your writing and formatting efforts. Proper planning and attention to detail can streamline the process and enhance the quality of your final document.

Examples and Templates for White Papers

1. Overview of Useful Templates

Using a template can significantly streamline the process of writing a white paper. Templates provide a pre-designed structure, ensuring that your document is organized and professional. Many resources offer how to write a white paper template that includes essential sections like the introduction, problem statement, solution, and conclusion. These templates can be customized to fit the specific needs of your project, helping you learn how to format a white paper effectively.

2. Analysis of Successful White Paper Examples

Examining successful white papers can provide valuable insights into what works well. For instance, looking at how to write a white paper example from leading companies can show you how to present data, structure your arguments, and use visual elements. Effective white papers often feature clear problem statements, well-supported solutions, and concise conclusions. By studying these examples, you can learn how to create a white paper document that engages and persuades your audience.

Here are some key elements found in successful white papers:

• Clear and Compelling Titles: Titles that grab attention and reflect the content.
• Structured Content: Logical flow with clear headings and subheadings.
• Visual Elements: Charts, graphs, and images to illustrate key points.
• Credible Data: Well-researched and sourced information to support claims.
• Professional Formatting: Consistent style and clean layout.

3. Links to Downloadable Templates

Several platforms offer downloadable templates to help you get started. Websites like Visme , HubSpot , and Piktochart provide a variety of templates tailored to different industries and purposes. These templates serve as a white paper outline, guiding you through each section and ensuring nothing is overlooked.

• Visme: Offers customizable templates with a focus on visual elements.
• HubSpot: Provides comprehensive templates that include tips for each section.
• Piktochart : Features visually appealing templates that can be easily modified.

Using these resources, you can find a template for writing a white paper that fits your needs, making the process of writing and formatting your white paper more manageable.

4. Practical Tips for Using Templates

When using a template, customize it to match your brand’s voice and style. Ensure that all sections are relevant to your topic and audience. Templates are a starting point; your unique insights and detailed research make the white paper valuable.

Remember, templates can guide the writing of a technical white paper by providing a structure that highlights technical details clearly and concisely. This ensures that even complex information is presented understandably.

In conclusion, leveraging templates and examples is an effective way to learn how to write a white paper. They provide a solid foundation, ensuring your document is well-organized and professional. By customizing these tools to fit your specific needs, you can create a compelling and persuasive white paper that stands out.

How Long Does it Take to Write a White Paper?

1. Complexity of the Topic

The complexity of your topic plays a significant role in determining the length of a white paper. Technical subjects or those requiring deep analysis take more time. Understanding how to write a technical white paper often involves extensive research and detailed explanations, which can lengthen the process.

2. Amount of Research Required

The more research is needed, the longer it will take. High-quality white papers rely on credible data and thorough analysis. When considering how to create a white paper document, factor in the time required to gather and verify information from reliable sources. This step is crucial in how to write a white paper that is both informative and persuasive.

3. Writer’s Experience

Experienced writers may complete a white paper more quickly than novices. They know how to format a white paper and can efficiently structure their content. Familiarity with how to write a white paper outline also speeds up the process. Conversely, less experienced writers might need additional time to learn these aspects.

4. Average Time Estimates

Writing a white paper typically takes between a week and several months. Here’s a breakdown of what influences this timeline:

• Simple Topics: Can be completed in 1-2 weeks. These require less research and have straightforward solutions.
• Moderately Complex Topics: Usually take 3-6 weeks. These involve more detailed research and data analysis.
• Highly Complex Topics: This may take 2-3 months or longer. These require extensive research, multiple drafts, and reviews.

For example, if you’re writing a white paper on a new technology, you’ll need to account for the time needed to gather data, analyze trends, and consult with experts. Similarly, using a white paper template can help streamline some processes but won’t eliminate the need for thorough research and review.

5. Efficient Writing Tips

To manage your time effectively, follow these tips:

• Set Clear Deadlines: Break down the project into smaller tasks with specific deadlines.
• Use Templates: Leverage how to write a white paper template to structure your document efficiently.
• Conduct Parallel Tasks: Research while outlining to streamline the process.
• Seek Feedback Early: Get input from stakeholders during the drafting phase to avoid major revisions later.

Understanding how to write a white paper involves recognizing the time investment required for each phase of the project. By planning and using available resources wisely, you can produce a high-quality white paper within a reasonable timeframe. Whether you’re crafting a white paper outline or detailing how to create a white paper document, managing your time effectively is key to success.

Writing a compelling white paper involves several crucial steps. First, understanding how to write a white paper requires defining its purpose and audience. Thorough research and a structured outline are essential. The key elements of a white paper include a clear title, an engaging introduction, a detailed problem statement, a well-supported solution, and a concise conclusion.

To create an impactful white paper, maintain clear and concise language throughout. Use a professional and persuasive tone to engage your readers. Support your arguments with credible data and sources. Ensure proper formatting with consistent styles and use headings, subheadings, and bullet points to improve readability. Visual aids like charts and graphs can enhance understanding and retention of information.

Understanding how to format a white paper and how to write an outline is crucial. These steps help organize your content logically and make it easier for readers to follow. Whether you’re using a white paper template or creating one from scratch, these guidelines will ensure your document is professional and effective.

Armed with these insights and tips, you are now ready to start writing your white paper. Remember, the process may take time, especially depending on how long it takes to write a white paper based on its complexity and the amount of research required. However, with a well-defined outline and thorough research, you can produce a white paper that effectively communicates your message and establishes your authority in the field.

If you’re ever unsure about how to write a white paper, refer back to this guide. By following these structured steps and tips, you can confidently create a white paper document that is both informative and persuasive. 

Ready to craft your own white paper but need expert assistance? Check out Content Whale , one of the top content writing services in the US , for professional writing help that can create impactful and persuasive documents. Let their expertise elevate your content and drive your business success.

What is the Primary Purpose of a White Paper?

The main goal of a white paper is to inform and persuade. It addresses a specific problem and presents a well-researched solution. Knowing how to write a white paper helps establish authority and credibility in your industry. White papers are often used to influence decision-makers and generate leads.

How Detailed Should the Problem Statement Be in a White Paper?

The problem statement should be clear and detailed. It sets the stage for the rest of the document. A thorough problem statement includes background information, context, and the significance of the issue. This is a crucial step in creating a white paper that effectively communicates the importance of the topic.

Can I Use Images and Charts in a White Paper?

Yes, incorporating images and charts enhances understanding and engagement. Visual aids help illustrate complex data and support your arguments. When learning how to format a white paper, make sure to use high-quality visuals that are relevant to your content.

How Often Should I Update My White Paper?

Updating your white paper regularly ensures it remains relevant and accurate. The frequency of updates depends on the topic. For rapidly changing fields, consider reviewing and updating the document every 6 to 12 months. This practice is part of maintaining a high-quality white paper.

Is it Necessary to Hire a Professional to Write a White Paper?

Hiring a professional can be beneficial, especially if the topic is complex or if you lack writing experience. Professionals know how to write a white paper outline, conduct thorough research, and present information clearly. They can also ensure the document is formatted correctly. However, with the right resources and dedication, you can learn how to write a white paper example and create a high-quality document yourself.

Understanding these FAQs can help you navigate the process of how to write a white paper effectively. Whether you’re starting from scratch or looking for a how to write a white paper template, these insights will guide you in creating a compelling and professional document.

I am currently pursuing my Masters in Communication and Journalism from University of Mumbai. I am the author of four self published books. I am interested inv writing for films and TV. I run a blog where I write about film reviews.

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Research paper vs white paper: how are they different?

• September 14, 2022

Research paper vs white paper is a conundrum white paper writers frequently encounter. Most people had to write research papers when they were in high school and college, and many people work in industries where researchers and scientists publish research papers to inform colleagues and industries of what they’ve learned. So when they hear someone mentioning white papers, they can’t be faulted for assuming they’re the same thing. (Originally, a white paper was an official government report.)

What are research papers?

Research papers are formal documents or scientific articles exploring a particular subject in detail, and supporting the writer’s contention or arguments by including evidence from outside experts and other sources. Most research papers follow standardized structures, often beginning with some type of a thesis statement, presenting a series of arguments or sources in support of that statement, and ending in a statement about whether the thesis was successfully proven.

For students, academic papers are usually assigned to determine their mastery of a topic or their ability to write in traditional academic style. Professionals use peer reviewed research papers for a different reason. They want to share an idea they had and whether it proved to be possible, useful, or even valuable.

Scientific papers

Peer reviewed research papers are particularly important in the sciences. For example, many medical advances are first documented by the doctors or other scientists who discovered and tested them. An oncologist may stumble upon a combination of treatments that’s particular effective on a difficult-to-treat cancer. The doctor tests his idea following standard procedures and protocols and discovers it’s effective 86 percent of the time, so they write a research paper explaining the treatment and recommending the next steps for researchers.

The scientific research paper process is designed to explore all existing knowledge to create new ideas and discoveries, then document everything to help the scientist who pushes the frontiers of knowledge even further.

Publishing research papers

Recognition of the value of what a particular research paper analyzes often comes in the form of being published in an peer reviewed academic journal. Generally, an academic journal uses a peer review process in which several professionals read papers that have been submitted before publishing research papers. They ensure a logical framework is used and also make sure any statistics and other information used reflect peer reviewed research standards.

What is a white paper?

White papers are documents that explore complex issues to educate audiences. When used in a marketing or policymaking context, a white paper provides enough facts and arguments to convince people that your product, service, or strategy offers the best solution for the situation, educating them about the issue and making a case for your position or advice. Potential customers search for the information found in white papers.

White papers offer an excellent way to explain what makes your solution better than competing alternatives. You can use them to provide a technical discussion or summarize key information about a particular issue or problem to help the reader develop a stronger understanding. You describe common problems current and prospective customers face and provide detailed explanations as to how your approach provides the best solution.

Unlike ads and brochures, white papers are generally not promotional, without a strong sales pitch. Because the audiences that white papers target — such as engineers, CFOs, and CEOs — tend to distrust materials that appear to be more “salesy” than informative, most white papers are simply set up to look like trade magazine articles with fewer pictures.

So research paper vs white paper?

As in how they are different? First, they have two very different purposes. The purpose of a research paper is, for students, to prove mastery of a subject. For professionals, it’s to advance knowledge by sharing discoveries. A white paper, on the other sheet, is a tool to share information and influence decision-making.

Research papers explore all existing knowledge and can never have enough of it. White papers focus on a handful of points. Just enough knowledge to help someone make the right decision and nothing more. Research papers expand the mind, white papers attempt to narrow it.

Typically, research papers are written in the stiff, formal style that’s used in the academic world. You’ll have no trouble recognizing it from your memories of 8th grade English or your college composition class (or whatever fancy term your college came up with because they didn’t think you were smart enough to realize it was a composition class). Remember that long list of rules Mrs. Handsdown recited and all the red ink on your graded papers? Now when you write an email, you sometimes worry that she’s somehow going to see it, and you’ll feel her hovering over your shoulder.

The most effective white papers are written in a friendly, conversational way . Mrs. Handsdown would be very disappointed in you, but your boss will think you’ve become a genius. How so? It starts with the voice and tone of the written word. So you’re already a little confused. How could the written word make sound? Well, I didn’t say that. I said the voice and tone and not sound.

Literacy — the ability to read — is a relatively recent development in the evolution of our species. From the time we were magically created, hatched, or (whatever your image of life celebrates), until mere centuries ago, we had no way to communicate in writing. So we spoke. More important, we listened. Listening could keep us alive. Gradually, we learned the value of sharing what the old had learned from life so the young could take their places.

That was a long time ago, but you know what’s funny? Much of our mental wiring is from that era. Our brains do a great job of collecting and managing information. Was that the doorbell? Did a bird hit the window? Is that noise coming from beast of sharpest teeth? Your brain reacts to all three events the same way. It triggers hormones to kick up your energy and sharpen your senses so you don’t miss a thing. Thanks to some mutual ancestor who managed to stay a step ahead of a sabertoothed tiger, sound gets our immediate interest.

So we’re conditioned to listen for and pay attention to voices. Think of how many of the best times you can remember were spent in conversation with friends or family. Think of the number of interactions you have with other people on a given day, and what percentage include at least some conversation, even if it’s just “mornin’.”

As children, we grasp reading by connecting words with their associated sounds. And because the spoken word is so comfortable for us, we begin to recognize it in what we read. As we read a paragraph, we “hear” a voice in our heads. The voice is how we think the author or the character sounds. Not sure what I’m saying? Have you ever read a book and then seen a movie made from the book? A character speaks and you think, “Hey! He doesn’t sound like that!” You heard his “voice” when you read the book.

Based on the voices they hear, people draw very important conclusions about you. They decide whether you can be trusted. How you will treat them. Whether you’re genuinely friendly or just acting nice. You can control that impression, because you can control that voice.

Sometimes, presenting the right voice means ignoring some of those grammar rules Mrs. Handsdown drummed into your head. Why? Effective copy talks to people, and people don’t speak with textbook grammar. We start sentences with conjunctions, we end them with prepositions. We even use fragments. (That doesn’t mean grammar is unimportant. Forgetting basic agreement or structure can make you sound uneducated. Don’t be afraid to break rules – but do it selectively and with reason.)

By writing a white paper in a friendly, conversational way, you’ll tap into our desire to listen to voices and do a better job of capturing the reader’s full attention.

Is grammar for research and white papers different?

As I mentioned, research papers are usually written in that formal, stuffy academic style taught in high school English and college Composition classes and often used by technical writers.

But writing white papers isn’t about trying to please strict English teachers or jaded Composition instructors. Writing white papers is about selling. Telling. Convincing. Entertaining. Emphasizing. Doing that effectively demands copy that’s individual and personal. In fact, the more copy sounds like conversation, the more effective it tends to be.

That doesn’t mean you should ignore basic rules of grammar and syntax. The degree of grammatical correctness should reflect the situation and the audience. If the primary audience for your white paper is a group of university professors, you’ll want to make it more formal. But if you’re writing to industrial purchasing agents, your white paper should use the kind of language they use every day.

How should white papers be written?

Again, the most effective kind of language to use in a white paper is conversational. It really is okay to use contractions (like “can’t” or “won’t”) because they keep copy talky and friendly. It’s also okay to start sentences with conjunctions like “and” or “but,” and to end them with prepositions. And while you learned not to use “you” when writing for school, using it in a white paper will make it seem more like a conversation you’re having with the reader.

Some companies believe in hiring technical writers for white papers, but technical writers are usually more geared to projects like documentation or manuals, not white papers.

As for format, white papers usually begin with a general summary of the issue or the problem, and then go into depth about that issue or problem. Once it has been explored at length, the paper explains the solutions or approaches that have been developed to address the issue or problem, with a focus on the solution or approach that you want to advance. White papers often end with a brief message about your company and what it offers to prospective customers.

Some white papers include a short abstract at the beginning of the paper to summarize the key messages and conclusion. You can also place a list of other references and sources that the reader may find informative at the end of the paper.

Are there different types of white papers?

Companies may use several types of white papers companies as part of their marketing communications efforts. Most white papers fall into one of the following four categories.

1. White papers for background information

Some white papers are designed to provide background information about an issue or a challenge. Their goal is educating the reader about the matter so they can make more informed and/or confident decisions. An example might be comparing the advantages of shipping by truck with those of shipping by train, so a decision-maker is better able to evaluate which is the right choice for their company.

2. White papers for problems and solutions

Many white papers begin by describing a common problem the audience faces — whether that’s machinery that’s breaking down too often because of contamination issues or erosion tearing the topsoil from newly built slopes. Then the white papers examine the solutions available for that problem. With the machinery, it might involve a different type of lubrication or changes to the maintenance schedule. With the erosion issue, it might involve woven mats of organic materials that help plantings become rooted more quickly so they’re better able to withstand water.

3. White papers about processes

White papers can be an excellent way to explain and explore processes, from the many steps in bringing fresh produce from a farmer’s field to a restauranteur’s table, to the insight professionals like architects bring to design and construction of buildings. A well-written white paper can bring these processes alive for people who need to know about how these things work, such as lawmakers who are considering legislation about affecting those processes.

4. White papers presenting collections of information

This strategy is best when you have many bits of information or advice that would be helpful to readers, but none of them warrants a full-length white paper of their own. They’re often presented as numbered documents with titles such as “20 simple ways to improve your fleet maintenance program.” Readers are often attracted to this type of white paper because it’s easy to read and normally simplifies otherwise complex topics.

Could our business benefit from white papers?

If you can answer “yes” to any of the following five questions, it’s likely white papers can help you. In fact, more “yes” answers you provide, the more likely white papers should be part of your organization’s toolkit.

1. Is what you offer complicated, innovative, or different than your competitors?

If your company’s product or service is complicated, innovative, or significantly different from what your competitors provide, creating a white paper may be one of the most effective ways to convince people it’s the best choice for them.

That’s because selling something complex or innovative demands helping the prospect see why it represents a better choice. It’s hard to do that convincingly in an ad or email, but a well-written white paper provides enough facts and arguments to educate them while helping them reach the decision you want.

2. Is advertising not sufficient to explain the advantages of what you offer?

While advertising or other traditional marketing methods can be effective channels, they rarely allow you to get into detail about what makes your product or service better.  Plus, many people are wary of channels such as advertising because they know it’s a blatant sales effort.

A well-crafted white paper is an informational tool that seeks to educate the reader. Because the white paper doesn’t appear to be as promotional, people will give it more credence. Plus, people tend to hang onto white papers longer than they retain ads, giving your message a longer life.

3. Do prospects and customers find it hard to grasp your value proposition?

Like you, your customers and prospects are hungry for good information, but they’re also busy. Because their time is limited, they appreciate practical guidance that’s focused on their specific needs, and they trust white papers more than other channels.

They’re willing to take the time to read white papers because they need to know something. Maybe they want to better understand a new technology. Perhaps they’re desperately seeking a solution for a problem that’s hurting their business. Or it could be that they want support for a recommendation they’re making to their bosses. Whatever the reason, white papers provide trustworthy information and improve their perception of your organization and what you offer.

4. Is your sales process lengthy?

If your product or service is a commodity, is easily understood, or typically is purchased on impulse, a white paper probably won’t do much for you. But if you’re selling a high-value product or service that takes many weeks or months to move from initial interest to finished deal, a white paper can help you speed the process along.

5. Does your customers’ decision-making process involve many people?

Often — particularly with items that involve a significant investment of capital, such as plant equipment — purchase decisions are not made by just one or two people at your prospect. They may have the status and authority to recommend what you offer, but getting final approval may require the blessing of everyone from production engineers, to the operations team, to the CFO and CEO. Unfortunately, you and your team can’t speak with everyone who will play a role in the decision.

That’s when a white paper can stand in for you. A white paper that discusses the advantages of what you offer, contrasts it with other options, and explains how users can get the greatest value from it will help you communicate with decision-makers you can’t reach directly. When your contact attaches your white paper to their recommendation, it not only provides evidence that it’s the right choice, but it may help to answer questions and overcome objections other people in the process may have.

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

Table of Contents

What is a white paper, use and value, how to select a white paper topic:, white paper preparation, white paper format, final thoughts.

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)

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.

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.

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

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

Write an actual white paper with individual instructor guidance.

Our Report Writing Course includes written and live instructor feedback.

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.

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 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.

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.

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.

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.

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

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. 

Write any complex document and get feedback on your actual business writing.

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 . 

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White Paper Style Guide

• When to Use a Whitepaper
• How to Format a Whitepaper
• Citation in Technical Papers

Links to Helpful Content

• Purdue OWL Video on Writing White Papers
• WhitePaper Guy, (Gordon Graham)

White Paper or Whitepaper?

White paper is more widely used and it has strong documentation to back it up. At the end of the day, white paper is the safer choice. You won't be wrong for choosing to use the space-separated version. When it comes down to it, whitepaper is an acceptable preference at best, while white paper is the standard. (from blog linked above, May 12, 2016)

(In 2022, the age of the adjective/noun mashup for naming apps and businesses, this seems a quaint opinion.)

A  white paper  is a research-based report which offers a focused description of a complex topic and presents the point of view of the author or body represented by the author.  The purpose of a white paper is to give readers understanding of an issue, which in turn helps them solve a problem or make a decision.

The term originated in Britain, where it refers to a type of government issued document. In a business context, the purpose of white papers has evolved to an aspect of marketing and is often used to persuade.

Key Characteristics of White Papers

White paper experts including Gordon Graham have identified these key characteristics for a white paper:

• A document containing narrative text
• At least 5-6 pages long
• Oriented in portrait format (landscape format tends to be for B2B e-books)
• Educational, practical and useful, not a sales pitch
• Used before a sale, not after a sale
• Provides facts, not just opinion
• Includes an introduction or executive summary

If a document has all these characteristics, it’s probably a white paper

from "That White Paper Guy"

Purpose of White Papers

"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."

A whitepaper is NOT:

"A product pitch. Although Investopedia , [see above], 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 your product is the best and they need to buy it now." [Investopedia seems to have backed off from this stance.]

from Hubspot

• Next: How to Format a Whitepaper >>
• Last Updated: May 11, 2023 1:13 PM
• URL: https://libguides.uml.edu/whitepaper_style