The common questions about a white paper are: What is a white paper? Why do companies and government institutions require one, and what purpose does it serve?
This article will give you all your answers about white papers.
White paper is a piece of writing that differs from other types of writing in its style and content. It has certain unique features. Its style, presentation, tone, purpose, and content vary from a marketing pitch or promotional content. White papers are well-researched, informative, analytical, and solution-oriented. They usually contain a lot of factual data from different relevant sources to bring in a specific point that the writer of the white paper is trying to present to a particular audience segment.
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Here are a few unique features of a white paper:
The length of a white paper
- Generally, it is long and contains more than 3000 words. In general, it is 10 to 20 pages long. Industry papers can be very long and may extend up to 50 pages and beyond. In general, however, 10 to 20 pages should be able to bring in the points that a white paper writer is trying to bring out.
How to select data for a white paper
- It presents a lot of data and infographics from various sources. Generally, presenting data and infographics to prove a point or convince a specific audience segment becomes essential.
- It is factual and information-oriented. The tone of a white paper can be formal, informal, or conversational, depending upon the audience segment and industry it is catering to. Most of the time, however, it contains in-depth research; therefore, a formal and professional tone suits it better.
What should be the style and structure of a white paper
- The presentation and style of a white paper are done in a manner that brings certain conclusions or presents a solution. A white paper writer must be able to bring in a solution or convince an audience with its viewpoints.
- A white paper generally has a very formal style of writing: a cover page, a table of contents, an introduction or an abstract, and then the main body of the paper, which is divided into various sub-sections and has a logical flow. Conclusion and references follow at the end. Citations can also be used to build the credibility of the white paper.
How to write references and citations in a white paper
A white paper must include references and citations so that the readers know where the data has been taken from and understand that the data presented is authoritative.
Is a white paper a well-polished indirect marketing document?
The answer is yes. Many companies and corporations release white papers and target them to specific audiences/customers. With its factual information, the white paper persuades its audience to develop a certain frame of mind and take specific action as suggested in the white paper. So, a white paper may work like marketing or promotional material, but the distinction is that it’s not direct promotional material but a well-researched document with factual information that convinces a specific audience about the core ideas mentioned in the white paper. That’s where a white paper has a different function than a direct sales pitch and other promotional and marketing write-ups.
The white paper proves that the presenter is a trusted company or institution.
The number one goal of a white paper is to create a trust level among the readers. The trust is gained through authoritative data and facts presented in the white paper. A business entity, a corporate or a government institution, or any other entity wants to prove that they are experts in a specific category, which is proven beyond doubt.
White papers are great for creating brand visibility
White papers are often used as a marketing tool, and it’s a very smart way to create brand visibility. As white papers are authoritative, they can create and sustain unique features that a brand offers. The companies should bring in a few white papers every quarter, six months, or at least annually to create and maintain brand visibility. A white paper is a handy tool for making the right brand impression the company wants to create among its target audience.
Why a white paper writer needs to be very smart
A white paper writer needs to be very smart in presenting the facts. The writer should be able to choose data and facts that prove the core ideas of the white paper and persuade an audience to build a specific frame of mind towards certain things. A white paper can only become an effective marketing tool when the presenter makes a strong case using selected data, graphics, and facts. The writing style, flow, and tone should all be in a manner that helps build the case.
Generally, a white paper audience looks for authoritative information.
The target audience of a white paper is already interested in knowing a certain thing; they are looking for added information or authoritative information from which they can arrive at certain definitive conclusions. After reading the white paper, they become more knowledgeable, which can lead to a certain level of trust through reasoning and logical presentation of data.
Is a white paper similar to a business proposal?
The answer is no. A business proposal is generally a direct presentation to a definite audience. White papers, on the other hand, have a broader audience and typically target those with less knowledge or people who are curious to gain more knowledge about the subject of the white paper. In a way, a white paper converts those leads for a business that may be in a state of mind wherein they cannot decide. A business proposal generally targets investors and executives who are on the brink of signing a deal. This is not the case with a white paper. A white paper typically tries to broaden the base of a business. In other words, it tries to bring in more audience/customers for its products/services or maybe its ideology, in the case of a white paper of a political party that tries to shape its target audience’s thinking. A white paper can also have a negative role, as the presenter tries to move the audience away from the products and services of its competitors.
Research requirements of a white paper
The research requirements for a white paper are generally greater than any other type of writing. It is equal to or maybe just about the same as an academic research or review paper. The writer must be able to gather in-depth information and present the white paper in a manner that can convince the audience.
How to pick the template for a white paper
As suggested above, the white paper is formal and should have a formal structure. There are a number of websites on the internet that can give you an idea about the structure of the white paper. You can pick any readymade templates or buy one from a credible online site. However, ensure the template is suitable for presenting your data and facts. Most of the time, you should be able to create your template. MS Word offers excellent features, and an intelligent white paper writer or a white paper writing agency should be able to pick and use the features to make an impressive white paper that is great in content and design.
Opt for a white paper writing agency
Hiring an agency with professional white paper writers is always useful. These writers are highly experienced white paper experts who know how to write an excellent white paper. You can direct the writer about the purpose and the objectives of the white paper, and you can tell them about the target audience. Once they are in sync with the objectives of the white paper, they will be able to gather data and do the right research to create a valuable white paper for you. You will also be able to learn about white paper writing cost when you contact credible agencies.
Five great features of a white paper
- An excellent cover page with a great title
An impressive white paper should have a nice, well-designed cover page with some visuals. The cover page should have the title of the white paper. The title of a white paper needs to be concise, to the point, and representative of the theme of the white paper.
How to choose the right title:
- The title should be representative of the content
- It should be concise
- It should be attractive to gain the attention of the reader
- You can also use a number through it should not look as if used intentionally
- Your white paper should have stunning visuals.
Visuals are the core of a white paper. As discussed above, a white paper must have data, infographics, pictures, and other visual tools to make its appearance impressive and simultaneously bring in a point. The data has to be smartly picked and presented to create the right impression on the target audience.
- Easy to read
Though the tone of a white paper is primarily formal, to make it easily understandable to the target audience, the writer may use a style that is easy for them to read. It may also depend on the objectives of the white paper. For example, a formal tone with industry jargon may be useful if your audience is an industry or a group of researchers. On the other hand, if you are writing for a broad audience, your tone may be a little conversational, keeping your audience’s knowledge and awareness level in view.
- Quote from experts
Quotes from trusted people with a broad audience base may be useful in increasing the persuasive power of your white paper. It always makes sense to quote from an expert to make your point. The audience takes it well.
- Authentic, latest data and information.
This is an absolute must to create credibility for your white paper. Your data and information must be from highly credible sources and should be logical.
Conclusion
A white paper is a handy tool and serves various purposes. It may help create brand value or can be an indirect marketing tool. The best thing about a white paper is that the credibility factor is built through authentic data, facts, and information.