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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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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.

Republish this article

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 <a target="_blank" href="https://journalistsresource.org/media/working-papers-research-articles/">article</a> first appeared on <a target="_blank" href="https://journalistsresource.org">The Journalist's Resource</a> and is republished here under a Creative Commons license.<img src="https://journalistsresource.org/wp-content/uploads/2020/11/cropped-jr-favicon-150x150.png" style="width:1em;height:1em;margin-left:10px;">

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

• Marketing and customer experience

white paper

• Nick Barney, Technology Writer

What is a white paper?

A white paper is an authoritative, research-based document that presents information, expert analysis and an organization or author's insight into a topic or solution to a problem. Companies or vendors use these papers in business-to-business ( B2B ) marketing models as part of a content marketing strategy. In these contexts, white papers are written to persuade clients, stakeholders, customers and prospective customers to purchase a product or service offered by the organization. They're also used to establish an organization's authority and thought leadership in a field.

White papers are more technical and in-depth than other types of content, such as blogs and case studies. They use research, statistics, expert opinions and original analysis to promote a product, service or methodology. These products and services are often referred to as solutions by technology vendors, as they are claimed to solve a client's particular issue.

White papers can be effective tools at multiple stages of the sales funnel . They generate sales leads at the top of the funnel, and they're good for nurturing leads already inside it. For instance, a company's blog post may include a call to action linking to a white paper to get a potential customer to make a purchase or to continue fostering a strong customer experience ( CX ).

Other organizations, such as research institutes, universities, nonprofit groups and government agencies, use white papers to present findings and guidance, and to propose policies and initiative. The term white paper most likely arose in England in the 19th century to distinguish shorter government reports from lengthy ones known as blue books .

Key characteristics of a white paper

White papers in business and technology are characterized by their extensive length and in-depth technical information. The following key characteristics are common in white papers:

• They have an authoritative and objective style that differentiates them from sales pitches and promotional content.
• They're written for a well-defined target audience with CX in mind.
• They're used before a sale for lead generation.
• They're generally at least 2,500 words long.
• They present educational information and facts before offering an expert analysis and proposed solution.
• They include references, citations and footnotes.
• They cite case studies and data, and use data visualization design elements, such as graphs and infographics to support analysis.
• They include numbered lists and bullet points with headings such as "10 Things You Need to Know."
• They use a narrative structure that feels like a factual story about an industry problem and its solution.
• They end with a call to action.

Main purpose of a white paper

Sales and content marketing professionals frequently create and use white papers. Information technology and other companies with complicated products tend to rely on white papers to explain in detail the benefits of their offerings and how they work.

White papers provide these other benefits that make them ideal sales and marketing tools:

• Build trust. White papers speak to readers with authority, using an educational approach, expert analyses and data-backed research.
• Generate leads. They offer valuable insights and data to potential customers who then look to the brand for more of this input.
• Nurture leads. When offered as free content, white papers help educate potential customers about a brand and its offerings.
• Propose solutions. They're a platform for companies to make the case for how their product and services solve specific issues. They let government agencies and nonprofit organizations propose new policies.
• Create brand visibility. White papers build brand awareness both for startups and established companies.
• Increase sales. White papers inform customers and potential customers, and move them closer to buying decisions.

Types of white papers

There are several types of white papers, including the following:

Problem-solution. This is a standard type of white paper that identifies a particular problem of the target audience and proposes a data-driven solution.

Thought leadership. These white papers are written to make an organization appear authoritative and visionary. Thought leadership white papers focus on a current issue or debate, explaining it in a way that informs the audience.

Backgrounder. These papers provide the technical evaluations, key takeaways and promotions of an organization's product or service.

Numbered lists. These are structured with headings and bullet points that highlight the key features of a product or service. For example, a white paper on load balancing , might be "3 Things You Need to Know About Load Balancers."

Technical paper. These white papers provide in-depth technical analyses of a product, service or technology. They are informational documents, written for people who use the product, service or technology on a daily basis.

Market research. The market research white paper is based on new or relevant original research findings that an organization thinks its customers and potential customers should be aware of. It's intended to educate readers about a specific subject matter and demonstrate authority.

Visionary. Visionary white papers reveal an organization's insightful thinking to readers. Similar to the thought leadership white paper, the goal of visionary white papers is to look beyond the scope of current issues toward where the writer thinks a debate or technology is headed.

Examples of white papers

Many professionals in the tech industry rely on white papers to stay educated and knowledgeable about current topics and evolving technology.

White papers often require a reader to fill out a registration form for access. These forms let organizations collect information about the people reading their content, such as a reader's company and role, so they have a better understanding of who their audience is.

Successful white paper examples include the following:

• Gartner's "Reinvent Strategic Workforce Planning."
• McKinsey & Company's "Developer Velocity: How software excellence fuels business performance."
• Satoshi Nakamoto's "Bitcoin: A Peer-to-Peer Electronic Cash System."
• TechTarget's " 2022-2023 Media Consumption and Vendor Engagement Study ."

How to create a white paper

Writing white papers involves the following steps:

• Define the target audience. Before writing, the author or organization should be aware of sectors the paper is targeting. Organizations often define their audience through customer segmentation .
• Select a topic. The writer selects a topic that is relevant to the target audience. For most companies, topics often center around the field or issue their product addresses. For instance, if a company is selling a network detection and response technology, and has a target audience of executives and IT professionals, a relevant topic would be cybersecurity, its risks and prevention.
• Research the topic. The author conducts extensive research to determine what the target audience wants to know about the topic and how to answer those questions. This research covers both the technical aspects of the topic and search engine optimization research if it's going to be posted online.
• Write a compelling introduction . White papers must have a compelling introduction and a concise, early declaration of the problem statement. A compelling introduction attracts a reader's attention, and a concise problem statement lets the reader know the purpose of the paper.
• Present data and analysis . The white paper should be filled with the most important information, data and original analyses. White papers rely on original research as well as other pieces of market, scientific and technical research available to the general public or hidden behind paywalls or membership requirements. A diversity of sources lends authority to a white paper and can strengthen an author's analysis. This research data should also be provided through engaging visuals such as graphs.
• Present a solution . After analyzing a topic, an author must offer a unique solution to the problem and recommendations for next steps. If a white paper is authoritative and educational enough, the reader will be prepared to learn how they might solve their own version of the problem statement.
• End with a call to action . White papers should end with a clear next step or call to action. This should be an action the reader can take immediately, such as requesting a free demo for a product or service, talking directly to a product expert or signing up for a newsletter. Getting the reader to take this step is the essential purpose behind a white paper.

White papers vs. e-books

White papers and e-books are two distinct, long-form content marketing tools that are often confused.

White papers

These in-depth reports typically aren't more than 20-30 pages and are usually shorter than e-books. White papers are more singularly focused on a topic and used in B2B business models to target specific audiences.

E-books are longer and broader in scope than white papers. For example, rather than focus on a specific problem within an industry, an e-book might focus on the industry itself. The target audience for e-books is also broader than the audience for white papers. For instance, e-books might offer how-tos and other kinds of guides for the general public. E-books are used more in business-to-consumer ( B2C ) contexts and tend to be more visually engaging than white papers.

White papers are an important part of generating leads for e-commerce companies. Learn how to create an e-commerce content strategy to improve sales .

Continue Reading About white paper

• 5 customer journey phases for businesses to understand
• 21 lead generation tools to fill the sales funnel
• Sales funnel vs. flywheel: How sales and marketing has evolved
• B2B vs. B2C e-commerce: What's the difference?
• 5 examples of e-commerce content marketing strategies

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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 to highlight your company’s expertise and a valuable tool in marketing.

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 if yes, 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 correct industry format)

A white paper is an authoritative document intended to inform the reader on a particular topic fully. 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 Advanced Business Writing Course + Coaching includes written feedback and two live coaching sessions.

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 comprehensively researched. Pull information 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 is likely to increase with an increasing number of cited references.

Of course, all resources must come from authoritative sites. In order 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 allows the writer to catalog and connect the many different 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. By 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, place the main conclusion at the beginning of the document. This order responds to the desires of the reader and their preference in 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 where the reader now 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. The major findings follow suit.

If you’re unsure of these distinctions or are looking 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. It should also 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 at all. Some audiences are seeking that authoritative indicator. Other readers may be scared off from valuable content because of the term. As always, think of what your audience would prefer.

The abstract offers the reader 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. The problem needs to be defined and placed into a context to ensure it’s understood by the reader.

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.

If original research is completed for the white paper, the methods should be communicated.

The ‘ta-da’ moment of the white paper.

Based on the preceding information, the solution is now presented. It is developed and argued for using the gathered evidence 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.

All sources used to develop the white paper must be collected and cited in this section. It adds validity to the document. It also gives the reader content for further research. Depending on your industry, follow MLA or APA citation formats. 

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Writing a good white paper is not a simple task. However, the investment of time and skill can produce a valuable document that shares your company’s knowledge, contributing to overall education and progress in your industry. And, a good white paper increases business opportunities. As you develop an informational document such as a white paper, it's helpful to strengthen your writing process with our Advanced Business Writing course. 

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The 2024 Ultimate Guide: How to Write and Format a White Paper

The step by step guide to succeeding with white paper marketing.

• 1 What is a white paper?
• 2. White paper examples
• 3 How to write a white paper
• 4 Mistakes a white paper should avoid
• 5 White paper Format
• 6 Gating your white papers
• 7 White paper distribution
• 8 Handling your white paper leads
• 9 Choosing the right white paper template
• 10 Final thoughts

Introduction

White papers are a popular and powerful tool for content marketers. They can be used to position your company as a thought leader and authority on a particular topic by presenting useful and persuasive research findings and technical information about your products and services.

White papers can also be used as a powerful asset to generate more leads when the information is valuable enough for readers to submit their personal details in order to access your findings. This ultimate guide will teach you everything you need to make white paper marketing a formidable addition to your content marketing strategy . 

1. What is a white paper and why is it important?

A white paper is an in-depth report or guide informing readers about a specific topic and its problems. It is meant to educate readers and help them to understand and solve an issue. It is important as it helps establish a company as an expert in its field, educates customers, and influences decisions. 

In the world of marketing, a white paper is a long-form piece of content , similar to an eBook . The difference between the two is that white papers tend to be more technical and in-depth. The facts and opinions expressed in white papers are often backed by original research or statistics that the publisher has aggregated from reliable sources. They often include data visualizations such as charts, graphs, tables, and more.

The term "white papers" originated in England as government-issued documents. One famous example is the Churchill White Paper , commissioned by Winston Churchill in 1922.

Today, the term is most commonly applied to “deep dive” style publications for marketing purposes. Businesses — especially in the consulting, financial, or B2B sectors — use them to communicate their organization’s philosophy on a topic, make the case for the superiority of their product, or simply to present important points related to their field.

White papers are no less editorial than other forms of content, but the depth of research lends them an authoritative tone. For this reason, they are good candidates for promoting thought leadership .

Who uses white papers?

In the past, white papers were most often produced by governmental agencies, NGOs, think tanks, consultancies, and financial institutions that needed to present the findings of their ongoing research in a succinct format.

With the widespread growth and adoption of content marketing (the creation and distribution of non-promotional content intended to generate interest in a business and its offerings), white papers have become more common in other industries as well. Any organization that engages in content marketing can benefit from producing white papers.

Their popularity across industries is due to their versatility. While all white papers have certain elements in common, a B2B startup will use them differently than a large consultancy, and both will use them differently from a governmental organization.

Types of white papers

There are numerous types of white papers a business might publish.

• One type is the backgrounder , in which the benefits of their product, service, or methodology are explained in depth.
• Another is a problem-solution approach, which walks the audience through the solution to a problem that is common in their industry.

Other types of white papers simply present a summary of useful statistics and information about the state of a particular field or industry. An example of this would be the Content Marketing Benchmarks Budgets and Trends from the Content Marketing Institute.

Whatever type you produce , the contents of your white paper should serve to showcase your expertise in a given area. Your audience is searching for an information document and will look for an authoritative source — a business they perceive as having in-depth knowledge of a subject.

The contents of your white paper should serve to showcase your expertise in a given area.

How can a white paper benefit businesses or organizations?

White papers enable you to build trust with your audience. They show readers that you're reliable, experienced, and adept in a given domain. When potential customers search for an informational document to help them understand a problem or opportunity they're facing, and you provide them with a quality white paper that helps, they'll turn to you again in the future.

This perception of authority can also serve to boost sales in an organization. More than half the respondents to the Eccolo Media B2B Technology Content Survey reported having read a white paper before making a buying decision. Buyers prefer to purchase from vendors they trust and see as experts in their field.

Finally, white papers are extremely useful for lead generation . The Content Preferences Survey from DemandGen found that more than three-fourths of survey respondents were willing to exchange personal information for a white paper — more than for eBooks , case studies, analyst reports , podcasts, brochures , or infographics.

With all of these potential benefits, utilizing white papers in your content marketing strategy can produce great results.

More than three-fourths of survey respondents were willing to exchange personal information for a white paper.

2. White paper examples

When you think about white papers, you probably think of PDF articles with thousands of words. But times are changing and so is the way we produce and consume content.

Nowadays, every marketing collateral (including white papers) needs to be well-written, well-structured, and designed for every type of visitor. 

Here are some great examples of white papers doing exactly that. 

This unique one-pager presenting findings from the Developers at Work Survey demonstrates how a white paper should be done. The animated, interactive data charts show off just what's possible with our embed feature .

Open white paper example #1  

Privacy and the GDPR - BDO

This well-produced special edition produced by BDO and creative agency Monte Media does an incredible job of turning a conventionally dull topic into a piece of content that's engaging and comes to life.

Open white paper example #2

This white paper is a step by step guide to succeeding with content marketing.

See more  white paper examples

Start creating white papers with Foleon

3. How to write a white paper

Starting a white paper can be a daunting task. So much information and research are required that it’s easy to get lost in that portion of the work and let it become a roadblock to actually putting things on paper.

Even after the writing itself has begun, white papers are tricky to do well. Simply listing statistics without some form of narrative arc is a surefire way to keep your white paper from ever being read. Luckily, following a few simple guidelines can help keep a white paper engaging and make the process of finishing it much easier.

Pick the right topic

This might seem obvious, but without a topic that resonates with your audience, your white paper is not likely to be read. When choosing the right topic, you should consider three important criteria:

• It should be something you are qualified to write about.
• It should be something your audience is interested in.
• It should address a topic around which little content has been written already and thus fill a " content gap ."

Naturally, finding a topic that brings points 1 and 2 together is vital. White papers are meant to be authoritative pieces of content based upon the author's experience and expertise, so it's important to write about what you know . But you must match this to the interests of your readers if you're to produce something they'll be eager to engage with .

Don't be afraid to crowdsource information from within your organization. If the topic of a white paper is related to engineering, why not interview an engineer or have them look over what you’ve written? The same goes for other roles. Crowdsourcing knowledge means having the power of a true expert in many fields.

Finally, filling a "content gap" will help your white paper get noticed and gain traction. By addressing a topic no one else has written about definitely, your white paper will be more likely to rank highly on search engines and even be featured elsewhere on the web.

Pro tip: You can even ask your audience what they would like to see in your upcoming white paper. You'll get ideas, make your topic more relevant, and you'll generate buzz around your content even before it's finished. In fact, we used the same method for this guide!

Define your audience

Defining your audience goes hand in hand with choosing the right topic. But moving beyond your audience's interests, it’s important to think of the kinds of people who will be reading your white paper.

• Are they fellow professionals, well versed in your subject?
• Are they likely to be reading something they are relatively unfamiliar with?

Knowing this helps establish the voice you should use and whether industry-specific jargon is appropriate. It also narrows the scope of the research you should include. It’s always important to ensure all arguments are logically sound and well supported, but the stats and information presented should be relevant to the specific audience you're targeting.

Part of defining an audience in the age of Google centers around how people will find the white paper. This means thinking about which platforms specific personas use for research and what search terms they put in. Not only will this help a white paper get found by the right people, but it is useful when outlining the white paper later on.

Optimizing for keywords is important, but remember to write for people, not for search engines. Google is getting better all the time at understanding and matching search intent with relevant content . This has become particularly important with the advent of AI-powered language models which can produce long-form content at scale. 

Wrap it in a great intro and outro

Ad with all good writing, your intro should serve to captivate your audience, pique their curiosity, and entice them to read further. It's good practice to provide a brief summary of what they'll find in the white paper and to emphasize exactly what benefit they'll get from reading it.

Your outro is equally important, especially if you're using your white paper to market your products or services. You should avoid any self-promotion in the body of your white paper, but you can certainly mention your relevant product offerings and how to obtain them — perhaps using a compelling call-to-action — at the end.

Pack it with value

White papers are not meant to be advertisements for your company, and you should avoid any overt promotion. Instead, you should provide plenty of useful information that will be valuable to readers even if they don't become customers. Emphasizing value is the key to a great white paper that will get shared and widely read.

Remember, white papers serve to showcase your expertise as a company or brand in a given field. Your readers should come away having learned something useful and with the impression that you're a reliable source of expert information. As pointed out earlier, generating this kind of reputation will lead to greater business success as buyers are more likely to purchase from companies they trust.

Emphasizing value is the key to a great white paper that will get shared and widely read.

Don’t be scared of multiple drafts

No first draft is ever a finished work. Elizabeth Bishop, the renowned and Pulitzer Prize-winning poet, wrote seventeen drafts of her poem “One Art” before it was completed. It’s now considered one of the best villanelles ever written .

While a white paper may not need seventeen drafts, there will undoubtedly be points missed and logical inconsistencies in the first version. Finishing a draft, stepping away, and coming back to it with a fresh mind is the best way to ensure quality. If there’s another good writer at your company, getting another set of eyes on it is even better.

Keep it interesting

White papers should be more detailed and thorough than blog posts or eBooks . This may cause them to be more dry and formal, but this doesn't mean they have to be boring.

A trap that white papers easily fall into is using statistics as a crutch and not maintaining interest throughout. Technical as it may be, you still want your white paper to be read. To make this happen, it’s useful to borrow techniques from fiction and creative nonfiction writers.

There are lots of resources for learning about a plot, but generally, it has five parts, as illustrated in Freytag’s pyramid:

These won’t always correspond perfectly in a factual piece of writing like a white paper, but they can get you thinking about how to create and hold interest. Use those ideas to keep readers’ attention until the very end.

4. Mistakes a white paper should avoid

There are some pitfalls and common mistakes to avoid when writing a white paper. Each of these has the potential to make an otherwise stellar piece of content into a wasted effort. Here's a brief list of things to look out for.

Sounding like a sales pitch

When white papers are used as part of a marketing campaign where businesses showcase their product, a common mistake is to make them sound like a sales pitch . Don't let this happen; it will immediately turn your readers off. In a white paper, your audience is seeking unbiased, educational information that will help them, not try to persuade them. Save the sales pitches for other content, like product brochures .

Lack of adequate research

As previously mentioned, white papers should be well-researched documents. Conducting lengthy original research may indeed be outside a marketing team’s budget, but merely including a few stats from the first page of a Google search simply won’t cut it.

Aggregating statistics and searching through scholarly work may take time, but the result will be worth it. For your white paper to achieve its intended effect, It’s important to establish your content as an authoritative source to which the audience would want to return.

Poor design

We'll go in-depth into design in the next section, but it's worth mentioning here. The written content of a white paper is what matters most, but neglecting design is a big mistake. Design makes your salient points stand out and helps the reader understand what they're reading. Using visuals (like images, animations , videos, charts, and graphs) that support your arguments is crucial.

Check out this white paper example built with Foleon!. Open the white paper

Not telling a story

White papers are informative and factual. We’ve driven that point home already. That doesn’t mean they should be boring. Backgrounders, problem-solution white papers, and research findings all have a story to tell, and the reader is far less likely to make it through the entire piece without some form of narrative to keep them engaged.

Setting up a problem, elaborating on a solution, and including some type of success story is a proven formula for making any type of content more story-like.

Leaving it abstract

Because most white papers will involve sharing research findings, it can be easy to leave them in the realm of theory without explaining how to utilize those findings on a practical level. This is true more of backgrounders but can be the case with problem-solution white papers as well.

A good example is the abundant amount of content on employee engagement. Many B2B cases have covered the importance of employee engagement and the pitfalls of getting it wrong. Too little of this content goes further and gives concrete examples of what companies in specific verticals can do to alleviate the problem.

5. White paper format

Before addressing anything else, we first need to talk about the format you'll use.

A picture is no longer worth a thousand words. Today, its value is in the number of eyeballs it can keep glued to your content and the ratio of those viewers it convinces to click through to other sections of your website.

Your carefully crafted copy and painstakingly gathered statistics won’t earn those clicks on their own. The average human attention span is now less than that of a goldfish . And with 3.3 million Facebook posts, 448,800 tweets, and 149,513 emails sent every minute , competition for your readers' attention is intense, to say the least. Long form mediums like the white paper need serious sparkle just to compete.

How to format a white paper

You'll need more than just black text on a white background. Your design choices regarding things like color, typography, and the use of visuals will play a prominent role in the success of your white paper. Here are a few important principles to keep in mind for creating a quality white paper design.

Keeping mobile visitors in mind

More than 54% of internet traffic is now mobile , and web designers have adapted to this trend by creating what's known as responsive design . Before this, web pages simply scaled according to the size of a user's screen, retaining their layout. Naturally, this made most pages both unreadable and unnavigable on smaller devices.

Responsive design solved this by allowing elements on a page to rearrange, resize, or be completely hidden from view in response to the size of the screen. When a smaller screen is used, font-sizes increase, buttons become larger for touch screens, and the entire layout adjusts to make the page mobile-friendly.

But while this has become standard for web designers in a mobile-first world, producers of other digital content assets like white papers have generally not adapted . Surprisingly, most companies that offer white papers and eBooks on their websites still use PDF format .

The problem with PDFs is that they're unreadable on smaller screens . They're fixed-layout documents — they can't adjust or adapt to different screen sizes. Reading them on a mobile device requires excessive zooming and panning around, which is a terrible experience for users.

Mobile traffic is ever-increasing. If you decide to produce your white paper as a PDF , you risk excluding this vast segment of your audience. It's a design mistake that will cost you views and conversions.

See examples of responsive white papers

Emphasis and readability

Because in-depth white papers contain lots of text and visuals, as well as supplementary information like footnotes, figures, logos and copyright info, the danger is that your design becomes cluttered. Clutter accumulates before you realize it. You may choose a clean layout and color scheme, to begin with, but as you continue to add content, things can get crowded. Often, you must make tough choices about what not to include to strike the right balance between completeness and readability.

Good design makes bold choices and prioritizes important information. These choices and priorities affect layout, placement, color, font size, page order and more.

Use these design elements to create emphasis on vital pieces of information. But be careful. Emphasizing too many pieces of information — or too few — will cause readers to struggle to discern what’s important.

Good design makes bold choices and prioritizes important information.

Have a look at what's trending

Bold fonts and color schemes are in. If you look at the hippest tech companies right now, you’ll see lots of pastels and color gradients. Of course, all that might change tomorrow. But still, a great way to get inspiration when you're just starting is to take a look at what design trends are currently popular.

U2's frontman, Bono, sings "every artist is a cannibal, every poet is a thief." And he's right. Good designers are always drawing inspiration from other designers.

The best way to create a successful design is to spend a lot of time looking at what others are doing successfully. Use Evernote , or a bookmarking service to save white papers and other exceptional designs that you encounter for future reference.

Don’t know where to start looking? Dribbble and Behance are two networks where great designers share their latest work. They consistently have material that’s on the cutting edge of what’s trending.

Design for your audience

While trends may inspire you, it's more important to align your design with your audience and your subject matter.

• Will you be addressing suit-and-tie financial executives or blue-collar management at construction firms?
• Are you writing about changes to privacy regulations in the tech industry, or about the effects of farming on biodiversity?

Your design should support and strengthen your topic. The colors and typography should be consistent with what you're writing about, the tone you've chosen, and the audience you've defined.

Writing a white paper for a funeral parlor? Hot-pink headlines might be a bad choice. Taking color psychology into account can help you achieve the look and feel you're after.

Brush up on the basics

No prior knowledge of design? No problem.

If you don’t have a designer working with you in-house, you can still teach yourself the basics of design and check work against those principles. A big part of the battle is knowing the search terms that will get you the knowledge you need. Luckily, good primers on basic graphic design are abundant.

After doing a bit of reading, start creating. Don’t be afraid of making mistakes. If you create a white paper and don’t like the design, try to pinpoint what it is about the design that needs improvement.

After the reading you’ve done, you’ll have the tools to critique your own work and the work of others. This is the best way to improve and create well designed white papers.

Choosing the right tools

At Foleon, we pride ourselves on providing a tool that makes creating responsive digital white papers easy, even for those with no prior graphic design experience.

Choosing a tool like this, which takes the guesswork out of design, will shorten the time it takes for you to produce great white papers. There is a vast ecosystem of tools out there, each of which is geared toward a different purpose and skillset. The right one will enable you as both a designer and a writer.

See how you can scale engaging content creation .

6. Gating your white papers

For most companies, lead generation and growing lists of contacts for the sales and marketing teams are important activities. Attracting visitors to your site and offering them something of value in exchange for their contact information is a proven method for filling the top of your funnel.

But for this type of inbound marketing to work, two things are needed: exceptional content that visitors are eager to acquire, and a method for gating (or walling off) that content behind a form.

Many brands skip the first part and move straight to the second. They quickly produce something mediocre and put it behind a form. This might work in the short term for generating lists, but keep in mind that users expect more from content they “pay” for. The quality of your gated content serves as an indicator of the quality of your brand will affect your ability to turn prospects into customers down the road.

So how do white papers fit into your b2b content marketing funnel ? They may act either as lead generation tools themselves or can be used to direct readers to other parts of a website that captures lead information.

What is gated content?

Walling expert content off behind a form designed to capture personal details is one of the most common techniques for generating leads. Gated content is any content that a reader cannot access until after they input some personal information, such as their name and email address. White papers and eBooks are two of the most common types of content used for this purpose.

Typically, a company will create a landing page that includes a description — and perhaps a preview — of what information readers can expect to find inside. The landing page will include a form for visitors to enter their personal information and thus gain access. After entering the required information, visitors are either presented with a download button or receive the gated content in their inbox.

There are plenty of variations on this formula, but the basic technique of providing “free” content and asking readers to “pay” by providing their personal information has been very important part of content marketing for a long time.

To gate or not to gate

While gating your best content is great for lead generation, there are some drawbacks as well. Walling off your white paper will mean it gets read by fewer people as not everyone is willing to give away their contact details.

An open-access white paper will be read by a wider audience. If it’s in-depth and authoritative, it may also do well organically and improve your search rankings. Gating it behind a form, however, will prevent search engines from indexing it.

It’s important to consider what the primary goal of your white paper is: disseminating information and gaining brand awareness or generating leads. If the latter is more important, then gating is a great option.

Semi-gating

Another variation on gated content — and one that’s growing in popularity — is semi-gating . This can give you the best of both worlds by allowing your white paper to reach a wider audience while still retaining the ability to generate leads.

Semi-gating gives readers a taste of your white paper without requiring them to give up any info. You can, for example, make the first few pages of your white paper open access, and then make visitors fill in a form to read more. This works well because digital content is so abundant and brands must offer more for free or risk visitors turning elsewhere.

Allow your white paper to reach a wider audience while still retaining the ability to generate leads.

Offering more content for free also builds trust and brand loyalty among your readers. Let them know your white papers are valuable and helpful, and they’ll be more interested in giving you their personal information. You’re also more likely to gain qualified leads if readers have a chance to sample your white paper before converting.

Of course, semi-gating doesn’t mean giving away your entire white paper. Typically, there’s at least one section of the white paper that is exclusive to those who go through the gating process. Semi-gating can help reach a wider audience, build trust and loyalty, increase lead quality, and still help you capture the contact information you need.

There’s a concept in marketing and design known as friction . Friction is anything that causes the sales process to slow down. It’s like a roadblock that makes it less likely prospects will convert, sign up, download, or purchase. It can be caused by a multitude of things including poor design, confusing navigation, subpar copy, too many form fields, and more.

Your ability to generate leads with a gated white paper will largely depend on how much friction is involved. Asking for more information than you really need is one common and unnecessary source of friction that can lead to losing potential readers.

The entire field of conversion rate optimization is geared toward removing friction — or making user interactions easier. CRO specialists make forms simpler, navigation more intuitive, and design CTAs that are more likely to be clicked. Optimizing your landing page for conversions is a vital part of any lead generation campaign.

But the reality is, asking for personal information will always be an obstacle for a large number of people. So the key here is to make the process easy and noninvasive as possible.

An excellent way to do this is by reducing the number of form fields to the bare minimum and using mid-gating to ensure your ask is timely and yields immediate value for the reader: "Fill out this form to get access to the rest of this white paper, we've saved the best for last!".

Create white papers and eBooks that integrate with your favorite CRM or marketing automation platform. Get started

7. White paper distribution

So, after following the tips in this guide, you create an engaging, informative white paper that inspires readers to take action and deepen their relationship with your company. You mid-gate (or semi-gate) it to capture readers’ information and gain valuable insight into the interests and demographics of your consumer base.

Now, you publish it on your website, sit back, and wait for your Pulitzer.

Only, the traffic never comes… Where did you go wrong? You didn't think about your white paper distribution strategy . 

The importance of distribution

The internet isn’t the same as it once was. Thanks to the massive amount of content produced every day for and an ever-growing number of channels, it’s a lot harder to get noticed. Unless you’re Gabriel García Márquez back from the dead, simply writing something and posting it online doesn’t guarantee readership.

To get eyes on your white paper, you need to be smart not only about writing and design but distribution as well. Some content marketing thought leaders go so far as to claim that you should spend 20% of your time on content creation and 80% on promotion.

Distribution is all about identifying traction channels where your ideal customers consume content and making your white paper highly visible on those channels. Depending on the audience you defined in the beginning, some will be more relevant for you than others.

Social promotion

If you’re at all familiar with marketing, advertising, or online media, chances are you’re aware of how important social media is to visibility. People from all walks of life, and from all over the world, are on Facebook, Twitter, and LinkedIn. Ensuring that you share your content regularly on these platforms will give you a solid base of promotion on which to build.

But it's not enough to simply write a post and tweet it into the void. Try to find communities like Facebook and LinkedIn groups where your target audience is likely to congregate. Search for relevant hashtags on Twitter and Instagram . Find subreddits relevant to your industry.

Once you’ve found your audience, it’s much easier to connect with them. If you contribute to these spaces regularly, you’ll have an easier time keeping their attention and distributing your white paper.

Influencers and earned media

Public relations isn’t what it once was; influencer marketing has taken its place as the way to get noticed by the masses.

These days, influencers — people with large, engaged followings on social media and newsletters — are better equipped to amplify your content than traditional journalists. They play a growing role in shaping public opinion and even in setting business trends . Shares from an influencer can even help you land spots in major publications the way press releases used to.

Social media is the best place to find influencers in your vertical. When you investigate the best communities in which to promote your white paper, look for the content that people are already referencing and sharing. Eventually, you’ll start to get a picture of who’s putting out content that’s getting widespread traction. These are the people whose voices can amplify your brand.

Start by interacting with them. Begin a conversation, comment on their pieces with regularity, and give them feedback on their work. There are great tools, like Voila Norbert and ContactOut , to help you quickly track down email addresses.

After building enough rapport, try offering to collaborate on future white papers or other types of content. This process can take some time because your goal here is to build a relationship.

Eventually, you can ask an influencer to share your white paper. You might even consider quoting them in the white paper itself — anything that gives them an incentive to share your work is helpful.

Pro tip: Try to find an expert in your white paper related subject and interview them. It will add value to your white paper and you'll increase the chance that the expert shares your content with his or her extensive network.

Email marketing

The jungle of online content may thicken daily, but there are a few places you can still get readers’ attention. Email distribution has stood the test of time in this regard. It provides greater ROI than social , and it shows no signs of weakening.

If the purpose of your white paper is lead generation, email marketing will not be applicable. But for boosting sales, building trust, and establishing your brand as a trustworthy source of information, it's important not to neglect your existing contact base.

Although email may not have the appealing viral possibilities associated with social media, it does have other advantages. Namely, anyone who subscribed to your email list chose to be there. This means you can expect a higher level of engagement from this audience than those who come in via other channels. Capitalize on their loyalty and engagement by encouraging contacts to share your white paper with their networks and thus multiply your distribution efforts.

This was discussed in the previous section, but it's worth mentioning again here: another big advantage of Foleon's gating features is that when your existing contacts share your white paper with their contacts, those people will be confronted with a login form that will allow you to capture their info and expand your email list further.

Going beyond the basics

The techniques discussed above are essential items in your white paper distribution toolbox. However, they’re not the only ones. The best way to distribute your white paper depends largely on your target audience and the industry to which your content speaks.

Take some time to critically evaluate and research how knowledge is shared in your industry. Every industry will be slightly different. Reaching people in these places is the best guarantee of effective distribution.

8. Handling your white paper leads

As we've discussed, white papers can serve a variety of objectives. They’re commonly used for thought leadership and to disseminate important research, relevant to a specific industry.

When it comes to content marketing, however, the most common use for white papers over the last several years has become lead generation. In chapter 6, we discussed how to bring readers to your white paper and capture their information.

Once you've properly gated your white paper and set up a solid distribution strategy, it's time to think about how you'll handle the leads that come in. If not properly tracked and nurtured, leads will quickly become cold and won't lead to increased sales for your company. So how do you follow up with leads and maximize the opportunity you’ve created with your white paper?

How to track your white paper leads

The buyer’s journey outlines the steps a person goes through, from becoming aware of a problem they have, to learning about different solutions to that problem, to eventually purchasing a product or service (hopefully yours) that solves their problem.

To maximize the chances your new leads become paying customers, you must take the abstract concept of a buyer’s journey and map it to your specific content ecosystem. The actions your prospects take on your website can be indicative of what stage of the journey they're in.

For example, you may see someone read a blog post on your site, then come back a day later to get your white paper, and then finally sign up for a free trial or an email list. After that, they might decide to make a purchase. As patterns begin to emerge around the journey your customers take, you'll learn what actions on your part can help them to advance.

There are many tools available to help you analyze this journey for yourself. Google Analytics is probably the most widely used. It lets you track and compile data regarding user behavior on your website. You can define goals and generate reports that will show you steps users tend to take before completing those goals.

Targeting stages of the buyer’s journey

As it becomes more clear what actions visitors take before purchasing, you'll better understand where to use your white paper in the buyer's journey.

The question you should seek to answer is, where does it provide the most value to your potential customers? Do you see greater success when accessing your gated white paper is a prospect's first interaction with your company? Or is it perhaps more effective to use it as an offer once visitors have returned a second (or third) time to your site?

You can see that white papers don't exist in isolation but act as a member of an ecosystem. The related blog posts, landing pages, emails, social messages, and follow up sequences must all be carefully orchestrated and properly timed.

This process takes practice. It takes trial and error, and you must be a keen observer of trends . However, that effort will pay off.

...white papers don't exist in isolation but act as a member of a content ecosystem.

Following up with your leads

Depending on where in the buyer's journey you use your white paper, the way you'll want to follow up with leads will be different.

• If, for example, your white paper targets the awareness stage and the leads you gather are relatively unfamiliar with your company, it might be smart to enroll them in an email sequence that highlights other pieces of content on your site such as blog posts that are relevant to the topic they showed interest in.
• Suppose your white paper is for people in the consideration stage, and leads are already familiar with what you have to offer. In that case, you might consider following up by sending them special offers or exclusive deals — again, closely related to the topic of interest.
• If you're taking a highly targeted approach to distribution and using your white paper to generate hot leads that you think are already close to making a purchasing decision, the best way to follow up might be for a sales representative to reach out directly by phone.

This is what it means to nurture leads. By proactively keeping in touch with leads and offering them more relevant content, you maximize the likelihood of them becoming a customer.

9. Choosing the right white paper template

In 2021, Hubspot reported that 82% of marketers actively invest in content marketing. Thus, the need to create interactive content experiences that stand out amongst your competitors has never been more critical in your content marketing strategy as the volume of published white papers grows yearly. 

For this reason, the visual representation of your white paper has become increasingly crucial for retaining your audience's interest. In addition to the value your white paper content provides your audience, the single most significant factor at your disposal to maintain content engagement is how your white paper is visually presented. 

For whitepapers, the white paper template you opt for to present your content can significantly influence the success of your publication. The template is more than just a matter of aesthetics; it represents a strategic decision that affects user engagement, experience, and even how your brand is perceived.

Below are some factors you should carefully weigh when choosing your white paper template .

Target audience and content

The two biggest influences that will determine the selection of your white paper template are your target audience and the purpose of your content. 

For example, if you create an annual report that provides Financial Services information or a research piece exploring trends in Software & IT salaries, you’ll want to use a template that easily represents data-rich elements such as tables and eye-catching statistics. In contrast, visually-oriented templates containing hi-res imagery or videos are better suited for online catalogs or digital magazines . 

Think about your target audience's needs and how your template's layout can optimize your content's engagement. 

Creative control with flexible features 

You’ll get the most value out of your interactive white paper with a content creation platform that allows you to harness professionally designed white paper templates that are easy to use and fully customizable with a drag-and-drop interface. This will allow everyone in your team to create content quickly with no coding experience required. 

Custom templates set your white paper up for success by providing a starting foundation to help guide the layout and structure of your content. Custom features allow you to design your white paper any way you like by quickly changing blocks, fonts, and colors according to your brand guidelines with the added ability to add or remove sections. 

Mobile experience and device responsiveness

As of September 2023, over 55% of website traffic is from mobile devices. Therefore, it is essential that your white paper is responsive across all devices. 

Most content creation platforms have integrated tools that automatically adapt your content to different screen sizes. However, to ensure the best possible user experience, you should always test your white paper on multiple devices as part of your content creation process before publishing.

Finally, website speed is one of the most significant factors influencing user experience and playing a pivotal role in organic rankings. According to section.io , 32.3% of visitors bounce from a webpage if it takes more than 7 seconds to load. Ensuring that your content creation platform and hosting services are optimized for website performance is critical in maximizing your readership when choosing your white paper template.

10. Final thoughts

Be prepared to write a lot more content.

By this point, you should have all the ingredients you need to make your white paper a rousing success. However, you’ll notice by now the reality that your white paper fits into a larger ecosystem of marketing actions and content.

In today’s business world, producing quality content is one of the best ways to get your target market's attention. But not everyone will be ready for the same piece of content at the same time.

From white papers to blog posts, to podcasts, the type of content that will drive conversions for your business is something you'll discover over time. What’s certain is that one type won't satisfy all your audience's needs. Because of that, you should be prepared to fill the rest of your buyer’s journey with other appropriate content.

This means lots of writing. There’s no way around that. It means coming up with content ideas, creating them, distributing them, and measuring their success — then rinsing and repeating. After this primer, you should be fully equipped for success writing not only white papers but whatever content you choose along your journey.  

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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

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A 2024 Guide to White Papers (with Templates and Examples)

White papers are an essential tool for establishing thought leadership, educating audiences, and generating leads. They offer a unique opportunity for companies to showcase their expertise and establish themselves as industry leaders. Plus, they’re not too difficult to create, especially with the right tools.

In this article, we’re going to look at what exactly white papers are and why they matter. We’re also going to give you white paper examples to inspire your next project, and what types of data visuals and designs you can include in your white paper to provide the most value.

If you want a hassle-free way to create these visuals, sign up for a free Piktochart account and use our platform to create professional-looking white papers in minutes.

Table of Contents

What is a white paper, types of white papers, elements of an effective white paper, compelling title and cover page, table of contents and executive summary, logical flow and organization, skimmable format, thought leadership and expertise, design and branding, call-to-action, white paper best practices and tips, inspiring white paper examples, conclusion and next steps, frequently asked questions.

A white paper presents information, research, or findings on a specific topic comprehensively and authoritatively. It presents research findings, incorporates expert opinions, and offers evidence-based recommendations. White papers are written in a clear, authoritative, and unbiased tone to establish the writer’s knowledge as respectable.

White papers are often used as marketing tools by businesses to show off their expertise and inform the target audience about a specific issue or solutions to a problem.

Because they provide valuable insight and solutions to problems that might be encountered by prospective customers, white papers are also a highly effective way of generating leads.

White papers are known for their in-depth analysis and research-based approach. They provide readers with a thorough understanding of the subject, supported by credible sources of information.

White papers can fit into four main categories, each with its own focus and purpose.

• Backgrounder/Product – Provides an in-depth look at a specific product/service.  Highlights key features, benefits, and successful use cases.
• Numbered List/How-to – Written in a step-by-step format and contains instructions for readers for solving a problem or achieving an objective.
• Problem/Solution – The most common type of white paper, they identify a specific issue or challenge faced by the target audience and present a solution offered by the company, often to promote a product or service.
• Survey Findings/Market Research – Presents data and information from surveys or market research carried out by the organization used to showcase industry trends and consumer preferences, or to promote a product or service.

The elements you should include in a well-drafted white paper are:

Your white paper’s title and cover design form readers’ vital first impression. Craft a compelling title that clearly conveys the value readers will get. Use meaningful keywords to help it get found.

An eye-catching cover image can also help hook readers and set your white paper apart. But keep it professional – avoid cheesy stock photos.

A table of contents makes it easy for readers to navigate through the document and allows them to jump quickly to sections of interest.

Follow this with a concise executive summary. An executive summary presents a short overview of key points covered by the white paper. Call out the key problem, main takeaways, and a teaser of the solution. This sets expectations and motivates readers to dive in.

A well-crafted white paper follows a logical flow and is organized in a way that makes it easy for the reader to follow. By flow, we mean it should have a clear introduction, main body, and conclusion. The main body should be divided into sections with catchy headings to keep the reader engaged. Then, these sections should “flow” into one another with transition words and sentences.

Having a logical flow not only improves readability but also adds credibility to your white paper. It shows that you have put thought and effort into creating the document, which reflects positively on your brand.

Not all readers will have the time or patience to read through your entire white paper. Use a skimmable format to make it easier to navigate and digest, no matter who your reader is.

Make an effort to include:

• Short paragraphs, centered around one idea at a time
• Bullet points, to emphasize lists that might get lost in paragraphs
• Headings and subheadings, to break up and organize your content
• Call outs and quotations, to highlight key points
• White space, to give your readers’ eyes a rest
• Visuals, to convey information quickly and make it easy to understand

White papers aren’t just about promoting your products or services – they should be well-researched and provide valuable insights and information. This is where thought leadership comes in. By showcasing your expertise, you establish credibility and trust with your readers.

For example, if you’re a software company specializing in data analytics, you can create a white paper discussing the latest trends and best practices in the industry. By referencing your data, you demonstrate that you have unique and valuable knowledge from the field.

It’s important to design and brand your white paper to draw attention and build credibility. Maintain consistency with the company image by following brand guidelines on color, font, and images. A professional and polished appearance will build trust with your audience and give your paper an authoritative feel.

In view of the growing popularity of digital formats, it is important to create interactive white papers that allow readers to engage with them through features like clickable links, videos, and animations. As a result, the reading experience is enhanced and sharing on social media platforms is made easier.

Ending your white paper with a clear call to action (CTA) is key. After reading, what are the next steps your reader should take? Prompt them to schedule a consultation, sign up for a newsletter, buy a product, or check out a resource. Whatever your paper hints at, this is the moment to bring it to the surface to make it easy for your reader to try.

White papers may also be gated, meaning that readers have to provide contact information before they can access the content. Businesses can use this to generate leads and build their email list.

Let’s take a look at some good practices and tips to create an efficient white paper.

You need to know the target audience and their pain points if you’re going to make it through your white papers.

What’s the challenge they’re facing? What’s the information they need to solve this problem? Use these insights to shape your white paper’s focus, structure, and language. The more relevant it is to readers’ needs, the more impact it will have.

A common mistake marketers make is to use white papers as a thinly veiled sales pitch. Instead, focus on educating the reader and providing them with valuable information. In this way, you build trust and demonstrate your credibility in your space.

Remember: you’re the authority, and you want to prove that, but your readers can’t always match that. Write clearly and simply without too much jargon or technical terminology to make your white paper accessible.

Don’t just post your white paper and pray. Actively promote it across multiple channels, such as:

• your websites
• email marketing
• social media platforms
• advertisements

The more touchpoints you create, the more likely it is that potential customers will read your white paper.

White papers are a valuable source of content because they are great for repurposing . You can, for example, turn key points from your white paper into blog posts, infographics, or even video content. This enables you to reach a variety of people and maximize the impact of your white paper.

Looking for inspiration for your next white paper? These examples from various industries showcase the diverse possibilities of the format.

Source: Infigo

1. “The State of Marketing Automation” by Ascend2

This paper highlights research on the current state of marketing automation and its implications for businesses. You’ll notice Ascend2 utilizes stacked bar charts to visualize the data they include, making it more accessible. Stacked bar charts are available with Piktochart’s functions.

2. “The Ultimate Guide to Social Media Advertising” by Mayple

This is an in-depth analysis of the trends, strategies, and best practices for businesses advertising on social media, made into an article. They know what they’re doing by posting this white paper as an article, using pre-written content to boost engagement on their blog. Piktochart has tons of templates that can help you do this for any format.

3. “The Future of Work” by ILR CAHRS

The future of work and how technology will shape it in the years to come is explored in this Cornell white paper. While it may not be the most dynamic of our examples, they use branding that carries through at the top and bottom of every page to keep things consistent.

4. “The Power of Personalisation” by Infigo

This white paper looks at how web-to-print software can help your printing business grow through personalization. It illustrates this point perfectly with stunning visuals and dynamic colors throughout that keep you engaged while reading, hence why they are our example above. Piktochart can help you create something just as visually beautiful that will keep your audience looking.

5. “The State of Cybersecurity 2023” by Sophos

This white paper provides a comprehensive overview of the current state of cybersecurity, its challenges, and emerging threats. Based on a survey of 3,000 IT professionals in 14 countries, it’s a report with lots of hype around it, but Sophos utilizes the paywall method to keep this valuable information to only those who give them more valuable information.

6. “The Ultimate Guide to Email Marketing” by AWeber

A step-by-step guide on creating effective email marketing campaigns is presented in this white paper. It’s a lengthy document, so AWeber breaks it up using headers and a table of contents so you can navigate to the info you need quickly.

7. “The State of Virtual Events 2023” by Kaltura

The results of a survey that asked over 500 marketing professionals about event planning in the face of worldwide uncertainty can be found in this paper. This is another whitepaper that uses a pay/information wall, which positions their white paper as a method for gettting capital.

8. “Your Ultimate Guide to eCommerce SEO” by Pimberly

This white paper provides an in-depth analysis of search engine optimization (SEO) and its importance of online businesses. Pimberly does a great job of gauging interest up front, not only by asking for an email, but also by providing a summary and an expected read time, 15 minutes.

9. “Challenging the Modern Myths of Remote Working” by IBM

This white paper explores the rise of remote work and its potential benefits for businesses. IBM uses plenty of white space and visuals to keep their paper interesting, formatting you can recreate easily with Piktochart’s dynamic templates.

10. “The Power of Video Marketing” by Craig Charters

The benefits of video marketing for businesses, including the impact on customer engagement and brand awareness, are dealt with in this white paper. While video is hard to capture in a physical document, Charters uses links and tons of photos to get physical examples in his work, making it accessible and fun as well as informative.

White papers are a vital tool for businesses who seek to establish themselves as though leaders and draw up leads. Through research and a clear tone of voice, they provide useful information and solutions to audiences. If you take the advice given above, you’ll be well on your way to producing a persuasive and visually stunning white paper.

If you’d like some extra help, Piktochart provides any white paper template you might need to start your business, including the following:

• Simple white paper
• Government white paper
• Social media white paper
• One page white paper

Here’s an example of what your white paper could look like with our help:

Source: Piktochart

Our easy-to-use platform makes it simple for non-designers to create professional-looking white papers in minutes. And if you need additional assistance or guidance, our team is always available to help.

A white paper shouldn’t be hard to make or read. Sign up with Piktochart today and start making next-level content that pushes your business further than ever before!

How to Write a Whitepaper?

Writing a white paper can be tough, but it can be an effective lead generation tool by providing valuable in-demand content to your target audience. We have a few steps to follow to help you start:

• Choose a Topic: Select an appropriate and efficient topic based on your business/industry experience.
• Research: Conduct extensive research on the selected topic so that you have solid data, statistics, and insights for your white paper.
• Outline: Create an outline that includes key points you want to cover in each section of the white paper.
• Introduction: There’s a reason you’re writing this white paper and why your audience is reading it, so start with an attractive introduction that clearly sets out the purpose.
• Body: Present your findings, data, and analysis in a logical order with supporting evidence and examples.
• Conclusion: Summarize your main points and come up with recommendations/solutions based on the information you provided.
• Design: Use graphics like graphs, charts, and illustrations to make your white paper more interactive and easier to read.
• Proofread: Prior to publication, make sure all grammatical and spelling errors have been rectified.

What is a White Paper Template?

A white paper template is a pre-planned document which can be used as a starting point to draw up a paper. It’s composed of sections like:

• introduction
• problem statement
• research and analysis
• recommendations

The time needed to complete the white paper can be reduced by using templates, with a view to ensuring that its structure is consistent. It is also a good way to ensure that you don’t miss anything of importance in each section.

What is the Difference Between a White Paper and a Report?

While both white papers and reports present information, there are some important differences.

Reports are often more factual and objective than white papers, while white papers usually use a more persuasive tone to convince readers of a specific point or solution. Compared to reports, white papers tend to be more detailed and complex.

They can also be used at different times. Reports are generally drawn up after a project is completed, while white papers are often used at the beginning of projects or for proposing solutions.

What are White Papers Examples?

White papers can cover a wide range of topics and industries. While we have some specific examples listed above, here is what they would generally look like in some of the most prominent industries:

• Technology – A white paper that discusses the benefits fo using cloud computing for businesses.
• Healthcare – A white paper that examines the impact of telemedicine on patient care.
• Finance – A white paper that analyzes the use of blockchain technology in financial transactions.

Why is it Called a White Paper?

The term “white paper” originated in the United Kingdom’s government as a way to present policy proposals. They were called white papers because they were typically printed on white paper and presented factual information without any bias or opinion, making them pure or “white”.

Who Writes White Papers?

White papers are usually written by experts in a specific field, such as industry professionals or academics. They have the knowledge and expertise to provide valuable insights and analysis on complex topics.

Within a company, white papers can be written by various departments, such as marketing, research and development, or product teams. It is important to have a strong understanding of the topic and access to relevant data when writing a white paper, so think about who in your company would be best qualified to talk about the task at hand authoritatively when deciding who will write your white paper.

How Long Should a Whitepaper be?

Typically, white papers range from 6 to 20 pages. However, the length can vary depending on the complexity of the topic and the amount of research and data presented. For simpler topics, or those that they plan to repurpose as a social media post, some companies prefer to use a one page white paper .

What are Good White Paper Topics?

White papers are usually focused on a specific industry or problem that your business addresses. Some examples of topics for white papers could be:

• The Future of Artificial Intelligence in Healthcare
• The Impact of Social Media Marketing on Consumer Behavior
• Sustainable Solutions for Environmental Conservation

It is essential to choose a topic that aligns with your business and can provide valuable insights to your target 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:

Writing a White Paper (Format, Tips, Examples & Templates)

Get white paper examples by leading companies. Learn how to write & format a white paper for business and marketing. Create, write & design white papers A-Z.

8 minute read

helped business professionals at:

Short answer

What is the best white paper format?

• Executive Summary
• Introduction
• Problem Statement
• Solution Overview
• Benefits and Advantages
• Case Studies or Examples
• Technical Details or Methodology
• Recommendations
• References or Sources

What makes an effective business white paper?

An effective business white paper format is concise, well-researched, and addresses a specific audience's pain points. It offers actionable solutions, incorporates compelling visuals, and establishes the author's authority on the subject.

Key considerations when creating a business white paper

Audience Understanding : Know your target audience's needs and preferences.

Clear Objective: Define the purpose of the white paper.

Visual Appeal: Incorporate relevant charts, graphs, and images.

Credibility : Cite reliable sources and provide evidence.

Engaging Narrative: Craft a compelling story in content and design that guides the reader.

How to write a white paper (step-by-step guide)

Writing a white paper is no small feat. It requires research, understanding, and a knack for presenting information engagingly.

But with the right approach, your white paper can position your brand as an industry leader, driving leads and fostering trust. Remember, it's all about offering value and meeting the needs of your audience.

Step 1: Grasp the white paper's core

Recognize that a white paper is more than just a long article. It's a detailed report on a specific topic, designed to educate and address issues.

Understand its origins from government documents and its evolution into a tool for thought leadership.

Step 2: Define your target audience

Identify who you're writing for: industry professionals, novices, or another group.

Tailor your language, tone, and content depth to their needs and interests.

Step 3: Prioritize value over promotion

Keep the content educational and avoid overtly promotional language.

Aim to establish trust and position your brand as a reliable information source.

Step 4: Embrace the drafting process

Don't aim for perfection in the first go.

Write multiple drafts, take breaks, and seek feedback for refinement.

Step 5: Build your content around a narrative (not facts)

Use storytelling techniques to maintain reader interest.

Introduce problems, provide solutions, and share success stories for context.

Step 6: Dodge common mistakes

Avoid a salesy tone; keep it educational.

Base your content on thorough research.

Invest in good design for readability and engagement.

Ground your content in real-world examples and actionable insights.

Step 7: pay attention to format and design

Use design elements to highlight key information when formatting your white paper.

Stay updated with design trends, but ensure they align with your topic and audience.

Step 8: conclude and review

Summarize the main points and insights.

Review the entire content for coherence, clarity, and value.

16 impactful white paper examples for business and marketing

Discover exemplary business white paper formats from industry leaders to refine your approach. Draw inspiration from best practices and elevate your corporate documentation standards, and learn est practicess based on our in-depth analysis of each example.

Microsoft white paper

The white paper from MSA discusses the future of operational development, emphasizing changes in the operational landscape. It targets professionals in the operational and business development sectors.

Good Points:

Forward-Looking: The document does an excellent job of forecasting future trends and aligning them with current industry practices, making it highly valuable for strategic planning.

Cohesive Structure: The white paper is organized logically, allowing for easy navigation and comprehension of the content.

Inclusion of Data: The use of data, charts, and figures strengthens the arguments and offers readers empirical evidence to support the presented information.

Engaging Imagery: The inclusion of relevant images and diagrams aids in visualizing the concepts discussed. The visuals are not only explanatory but also break the monotony of continuous text, making the reading experience more engaging.

Bad Points:

Generalized Statements: At times, the document can be a bit broad in its statements, lacking specific details that might be beneficial to the reader.

Heavy Text: The document leans heavily on text, with fewer visual elements like charts or infographics, which might make it denser for some readers.

Lack of Actionable Insights: While the paper provides a broad overview of the future landscape, it could benefit from more actionable recommendations for businesses to apply immediately.

Lack of Summaries: While the content is well-structured, there's a missing element of concise summaries or key takeaways at the end of major sections. Providing these could aid readers in recapping the essential points discussed.

Missing Call to Action: The document provides valuable information but lacks a clear call to action, guiding the reader on the next steps or how to further engage with the topic or the organization.

Google Cloud white paper

Google Cloud's white paper emphasizes its commitment to privacy in Generative AI. Targeted at enterprise customers, it belongs to the cloud computing and artificial intelligence industry.

Detailed Explanations: The document provides thorough explanations of how user data is treated, ensuring transparency.

Relevance to Current Trends: Addressing privacy in AI is timely and crucial, making this paper highly relevant to current industry concerns.

Repetitiveness: Some points, especially around data ownership and privacy, are reiterated multiple times, which might make the content feel redundant.

Lack of Practical Examples: While the commitments are clear, real-world examples or case studies would help readers understand the practical implications better.

Visual Enhancements: While the design is clear, it could benefit from more engaging visuals or infographics to highlight key points or statistics, adding an extra layer of engagement.

Interactive Elements: Given the digital nature of the topic and the platform (Google Cloud), the integration of interactive elements or links to online demos, tutorials, or related resources could further enrich the reader's experience.

Amazon AWS white paper

This document from AWS provides a framework for designing and operating machine learning workloads using best practices. It's intended for solution architects and ML practitioners in the tech industry.

Depth and Breadth: AWS dives deep into each of the five pillars of the Well-Architected Framework. It provides thorough explanations, ensuring that readers understand each concept.

Use of Case Studies: Real-world examples and case studies are included, which offer readers practical insights and relatable scenarios.

Relevance: The document clearly understands its target audience. By providing specific AWS service recommendations for different ML scenarios, it offers actionable insights.

Technical Jargon: While it's aimed at professionals, the language can sometimes be overly technical, which might make it less accessible to newcomers.

Length: The document is quite lengthy. While it covers a lot, it might be overwhelming for some readers, especially those looking for quick solutions.

Assumed Prior Knowledge: The document sometimes assumes the reader has prior knowledge of AWS services, which might not always be the case.

Engaging Design Elements: While the document is informative, it could benefit from more design elements, such as infographics or pull quotes, to break up the monotony and highlight key points.

Apple white paper

This document by Apple introduces ProRes RAW, a new video codec, detailing its features and benefits. It's crafted for video professionals, filmmakers, and content creators in the multimedia sector.

Technical Mastery: Apple showcases its technical prowess, diving deep into the intricacies of the codec, which will be appreciated by professionals in the field.

Benefits Highlighted: The document effectively underscores the advantages of using ProRes RAW, making it clear why it stands out from other codecs.

Practical Use Cases: Apple includes scenarios and cases where ProRes RAW can be best utilized, providing context and clarity to readers.

Assumed Knowledge: The white paper assumes a certain level of technical expertise from the reader. While this is okay for its target audience, it might alienate novices.

Limited Comparisons: Although the document does a great job explaining ProRes RAW, it could benefit from direct comparisons with other existing codecs.

Dense Terminology: There's a heavy use of technical jargon without sufficient explanations, which could be challenging for those not deeply versed in video codecs.

Lack of Interactive Elements: Given the brand and the nature of the topic, incorporating interactive elements like QR codes leading to video demonstrations or tutorials could have added significant value.

Missing Call to Action: While the document provides a plethora of information, it doesn't guide the reader on the next steps, whether that's purchasing a product, joining a workshop, or any other related action.

IBM white paper

Market Connections' white paper focuses on enhancing data utility and management. It caters to business leaders, data analysts, and professionals in the data-driven decision-making realm.

Engaging Visual Design: The document uses a vibrant color palette, dynamic shapes, and appealing graphics, which make the content pop. This design approach draws the reader in and keeps them engaged.

Relevance to Current Trends: In today's data-centric world, the paper's focus on supercharging data is timely and resonates with the needs of modern businesses.

Concrete Recommendations: The document provides specific strategies and tools for improving data utility, making it actionable for readers.

Case Studies & Testimonials: The inclusion of real-world examples and testimonials lends credibility and offers a practical perspective on the discussed topics.

Lack of Technical Depth: While the paper is informative, it doesn't delve deep into the technical aspects of data management, which might leave some tech-savvy readers wanting more.

Generic Advice: Some sections offer generalized advice that can be found in many other resources, making them less unique.

Potential Bias: The paper occasionally comes across as promotional for Market Connections' services, which might detract from its objectivity.

Oracle White Paper

This document from Oracle delves into the integration of Oracle Content and Experience with Oracle WebCenter Portal. Targeted at IT professionals, it belongs to the tech and software industry.

Clear Structure: The paper is well-organized with distinct sections, making it easy for readers to navigate and find specific information.

Visual Aids: The use of diagrams and flowcharts helps in understanding complex processes and integrations.

Technical Depth: The paper provides in-depth technical details, ensuring that IT professionals can grasp the intricacies of the integration.

Jargon-Heavy: While it's intended for IT professionals, the heavy use of jargon might alienate readers who are not deeply familiar with Oracle's suite of products.

Lack of Real-World Examples: The paper could benefit from real-world use cases to illustrate the benefits of the integration.

Aesthetic Appeal: The design is quite basic, and a more modern and engaging layout might make the content more appealing to a wider audience.

SAP white paper

SAP's white paper delves into digital manufacturing within regulated environments, emphasizing quality and compliance. It's designed for manufacturing professionals, quality assurance teams, and regulatory compliance officers.

Industry-Specific Insights: SAP offers valuable insights tailored to regulated manufacturing environments, ensuring the content is highly relevant to its target audience.

Holistic View: The document covers a wide range of topics, from digital transformation to compliance challenges, offering a comprehensive overview.

Expertise on Display: SAP's deep industry knowledge is evident, lending credibility to the information and recommendations provided.

Complexity: The document, at times, delves into intricate details which, while valuable, might make it challenging for readers unfamiliar with the topic.

Promotional Tone: There's a noticeable push towards SAP's solutions, which, while understandable, might come off as less objective to some readers.

Lack of Practical Examples: While the paper is rich in information, it could benefit from more real-world examples or case studies to illustrate the discussed concepts.

Lack of Visual Summaries: While the document is rich in content, it misses out on visual summaries (like infographics) that can quickly convey complex information. Given the technical nature of the topic, such visuals would be beneficial for comprehension.

Pfizer white paper

This white paper by Pfizer delves into the significance of community engagement in diversifying clinical trials, particularly focusing on the Pfizer-BioNTech COVID-19 vaccine trial.

It aims to address the healthcare disparities highlighted by the pandemic and the urgent need for diverse representation in clinical trials.

The target audience includes healthcare professionals, researchers, and policymakers in the medical and pharmaceutical industries.

Comprehensive Structure: The document is well-structured with clear headings, subheadings, and a table of contents, making it easy for readers to navigate and understand the content.

Relevant Data and Citations: The white paper provides relevant statistics, data, and references to support its claims, enhancing its credibility.

Clear Objective: The paper's goal is evident from the beginning, ensuring that readers understand its purpose and the importance of the topic.

Lengthy Content: Some sections are quite detailed, which might be overwhelming for readers looking for quick insights.

Lack of Visuals: The document could benefit from more graphs, charts, or infographics to break the monotony and present data in a more engaging manner.

Repetitive Emphasis: While the importance of diversity in clinical trials is a crucial topic, the paper occasionally reiterates the same points, which could be condensed for brevity.

AT&T white paper

This white paper delves into the importance of mobility in the modern collaboration era. It's intended for business leaders, IT professionals, and teams looking to enhance collaborative efforts in the digital age.

Well-Structured: The document is organized in a logical manner, with clear sections and subheadings, facilitating easy navigation.

Actionable Advice: It provides concrete strategies and recommendations on enhancing mobility for collaboration, ensuring readers can take immediate action.

Potential Overemphasis: While mobility is essential, the document occasionally seems to overstate its importance, which might come across as a bit unbalanced.

Lack of Diverse Case Studies: While there are some examples, the paper could benefit from a broader range of case studies across different industries.

Assumed Context: The paper sometimes assumes readers are fully aware of the current collaboration landscape, which might not be true for everyone.

Tesla white paper

Dell Technologies' ESG report showcases their commitment to driving human progress through sustainable technology, emphasizing their efforts in advancing sustainability, cultivating inclusion, transforming lives, and upholding trust.

Highly Specialized Content: The paper zeroes in on a niche topic within the energy sector, providing deep insights that are valuable to a specific audience.

Clear Explanations: Complex concepts related to net billing tariffs are broken down and explained in a comprehensible manner.

Data-Driven Arguments: The use of charts, figures, and empirical data adds weight to the points being made and supports the document's claims.

Narrow Focus: While the specialized content is a strength, it also means the paper might be too narrow for a general audience or those looking for a broader overview of the energy sector.

Stylized Language: At times, the document uses language that's a bit too stylized or technical, which might make it less accessible to some readers.

Potential Bias: The paper seems to advocate for specific tariff structures, which might come off as less objective to some reader mmunities.

CitiBank white paper

This white paper delves into the transformation and disruption in financial market infrastructures, focusing on the evolution of securities services. Intended for financial professionals and industry leaders, it belongs to the banking and financial services sector.

Comprehensive Coverage: The document provides a holistic view of the securities services landscape, touching upon various aspects like settlement transformation, digital assets, and the role of Central Securities Depositories (CSDs).

Data-Driven Insights: The paper is backed by quantitative data, with surveys involving 483 individuals globally, offering credibility to its findings.

Complex Jargon: The document uses industry-specific terms that might be challenging for readers unfamiliar with the financial sector.

Lengthy: While comprehensive, its extensive coverage might be overwhelming for someone looking for quick insights.

Lack of Visual Aids: More charts, graphs, or infographics could have made the data more digestible and engaging.

General Electric white paper

GE's white paper discusses the evolving landscape of global power markets. Intended for energy industry decision-makers. The document provides a holistic view of the energy market, touching on various aspects from production to consumption

Comprehensive Overview: The document provides an in-depth exploration of power markets, encompassing historical data, current trends, and future projections. This thorough approach offers readers a holistic perspective on the subject.

Effective Data Visualization: The use of charts, graphs, and tables is commendable. They present intricate data in a digestible format, allowing readers to quickly grasp key trends and insights.

Segmented Content Approach: The content is divided into distinct sections, each addressing specific facets of power markets. This segmentation aids in navigation and allows readers to delve into areas of specific interest.

Dense Text: Some sections are text-heavy, which might be overwhelming for some readers. Breaking up the content with more visuals or bullet points could improve readability.

Design Uniformity: While the document is rich in content, there's room for improvement in terms of design consistency, particularly in the color schemes and visual elements used.

Static Design: Given the technical and extensive nature of the topic, integrating interactive elements or links to supplementary multimedia resources could enhance the reader's engagement and understanding.

Clarification of Technical Aspects: The document occasionally uses industry-specific terms and concepts. Including a glossary or providing side notes with explanations would ensure accessibility for readers not deeply familiar with power markets.

ExxonMobil white paper

A comprehensive exploration of ExxonMobil's commitment to the energy transition, focusing on innovative solutions for lower-emission marine fuels. Targeted at stakeholders in the marine industry and those invested in sustainable energy solutions.

Relevant Data: The white paper provides specific data points, such as projected energy consumption and emission reduction targets, which lend credibility to the content.

Engaging Visuals: While I couldn't directly view the visuals, the structure suggests the inclusion of charts or images, which can help break up the text and provide visual context.

Lengthy Content: Some sections could benefit from concise writing to ensure the reader remains engaged throughout.

Call to Action: While the document provides valuable information, it could benefit from a clearer call to action, guiding readers on the next steps or how to get involved.

World Economic Forum (WEF) white paper

The World Economic Forum's white paper delves into the emerging concept of the industrial metaverse. It's crafted for industry leaders, technologists, and policymakers keen on understanding the future intersection of industry and virtual realms.

Cutting-Edge Topic: The WEF addresses a novel and emerging trend, making the paper a valuable resource for those looking to stay ahead in the tech and industrial sectors.

Expert Contributions: The document includes insights from industry experts and thought leaders, lending credibility and depth to the content.

Global Perspective: As expected from the WEF, the paper provides a global view, considering the implications and developments of the industrial metaverse across different regions and cultures.

Infographics and Visual Aids: The use of charts, graphs, and other visual aids complements the text and provides a break from long passages. This not only makes the content more engaging but also aids in quicker comprehension of complex data.

Conceptual Density: The topic, being new, is also complex. The paper sometimes delves into highly conceptual discussions which might be challenging for some readers.

Potential Overhype: While the industrial metaverse is undoubtedly exciting, the paper occasionally might come across as too optimistic, without sufficiently addressing potential pitfalls or challenges.

Lack of Practical Guidance: The document is rich in forecasting and analysis but could benefit from more actionable insights or steps for businesses to start their metaverse journey.

Lack of Interactive Elements : For a topic like the metaverse, which is inherently interactive and dynamic, the inclusion of QR codes or links to interactive demos, videos, or web pages might have enhanced the reader's experience.

Siemens white paper

Siemens explores the transformation towards smart manufacturing, emphasizing the integration of digital and physical realms. Aimed at manufacturers, it belongs to the industrial automation and digitalization sector.

Holistic Approach: The paper offers a comprehensive view of the smart manufacturing journey, from challenges to outcomes, ensuring readers get a full picture.

Use of Models: The introduction of concepts like the Digital OODA Loop provides readers with actionable frameworks to apply in their operations.

Human-Centric Focus: Beyond just machinery and processes, the paper emphasizes the importance of human-centric outcomes, highlighting the balance between technology and worker well-being.

Assumed Familiarity: The paper dives deep into specific Siemens solutions without always providing sufficient background, which might be challenging for those unfamiliar with Siemens' offerings.

Limited External Perspectives: The paper heavily focuses on Siemens' solutions. Incorporating third-party testimonials or case studies might have added more credibility and a broader perspective.

Verizon white paper

This white paper emphasizes the importance of network resilience in the face of Distributed Denial of Service (DDoS) attacks. Targeted at C-level executives, it belongs to the telecommunications and cybersecurity industry.

Verizon thought-leadership white paper

Practical Recommendations: The document offers actionable steps for C-level leaders to enhance network resilience, making it a hands-on guide.

Relevance to Current Threat Landscape: By focusing on DDoS attacks, which are prevalent today, the paper addresses a pressing concern for many businesses.

Promotional Content: The inclusion of Verizon's own solution (DDoS Shield) might come off as promotional, potentially detracting from the paper's objective tone.

Lack of Case Studies: Real-world examples or case studies could have added more weight to the paper's arguments and made it more relatable.

How to design a white paper for engagement

White papers are essential tools for businesses, especially in the B2B sector, to establish authority, inform potential customers, and influence their decisions.

But beyond the content, the design of a white paper plays a pivotal role in capturing the reader's attention and ensuring the message is effectively conveyed.

Best practices for white paper design

Readability is Key: Ensure that the text is easy to read. Use short paragraphs, bullet points, and subheadings to break up the content. The choice of font and its size also plays a crucial role in readability.

White Space: Don't clutter the design. Proper use of white space can make the content more breathable and aesthetically pleasing.

Mobile Optimization: With many users accessing content on mobile devices, ensure that your white paper design is responsive and looks good on all screen sizes.

Interactive white paper design

Engage with Multimedia: Modern digital platforms allow for the integration of videos, GIFs, and animations in white papers. These multimedia elements can make the content more dynamic and engaging.

Clickable Elements: Incorporate hyperlinks, clickable infographics, and call-to-action buttons. This not only provides additional resources to the reader but also encourages them to explore related content or take desired actions.

Feedback Loops: Allow readers to leave comments, ask questions, or even participate in polls within the white paper. This interactivity can provide valuable insights into what your audience thinks and feels about the content.

Here is what a static white paper looks like compared with an interactive white paper:

Designing White Papers for Storytelling

Narrative Flow: Just like a compelling story, a white paper should have a clear beginning, middle, and end. Start with an introduction that outlines the problem or challenge, delve into the details in the main content, and conclude with a solution or call to action.

Visual Elements: Use graphics, charts, and images to break the monotony of text and illustrate complex ideas. These visual elements not only make the content more engaging but also help in explaining intricate concepts in a digestible manner.

Consistent Branding: While the white paper should be informative, it's also an opportunity to subtly reinforce your brand. Use consistent colors, fonts, and logos that align with your brand identity.

Here's an example of storytelling white paper design:

Business white paper interactive storytelling templates

With traditional PowerPoint slides, your content may blend into the crowd. Storydoc's interactive white paper templates elevate your content, making it dynamic and memorable.

Unlike static slides, Storydoc's animated, annotated, and narrated templates engage readers, making them twice as captivating as standard reports.

Moreover, they're cost-effective and let you quickly produce your white paper.

I am a Marketing Specialist at Storydoc, I research, analyze and write on our core topics of business presentations, sales, and fundraising. I love talking to clients about their successes and failures so I can get a rounded understanding of their world.

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25 White Paper Examples & Templates to Use Right Away [2024]

Written by: Brian Nuckols

White papers are a great way to educate readers and prospective customers on topics related to your business.

Yet, as resourceful as white papers are, some people find creating one intimidating. Where do you start and what’s the best right format to present your research in an engaging and professional way? Start with white paper templates!

We’ve compiled a list of 25 of the best white paper examples and templates you can use for your next research topic. Each is designed for various industries, topics and niches, so you’re sure to find one you’ll want to use.

Here's a short selection of 8 easy-to-edit white paper templates you can edit, share and download with Visme.

The best part? You can easily edit these templates online or via Visme’s mobile app to give you the flexibility to work on your whitepaper anywhere. Pick the template you like from our list below and start designing your white paper . If you're new to creating ebooks, this ultimate guide contains a step-by-step tutorial on how to write a white paper .

1 Social Media Risk White Paper Example

If you’re looking for white paper ideas that focus on presenting a solution to your customer’s daily problems, this social media risk whitepaper provides a great starting point. It helps to effectively outline social media's negative effects or risks while providing proactive tips and practices to resolve or avoid them. This white paper is an example of the various risks we take when using social media.

You can use it as a template to create an attractive white paper that outlines a specific problem or challenge your brand helps customers overcome. Take it a step further and add or remove design elements that suit your taste.

For example, you can start by adding some high-quality icons , customizing the fonts or adding pictures from our library of free stock photos .

After finishing your creative process, download the white paper as an HTML5, JPG, GIF or PDF file or shared via a link. If you’re ready to upgrade your long-form content, take action by downloading this professional social media risks template.

2 Design White Paper Example

If your white paper needs to have a strong visual influence to complement your research or guide, this elegant white paper template provides just the layout.

Inside, this white paper template provides a balance of visuals and text so you can easily display your use cases, industry trends, topics your brand is a subject matter expert on and major takeaways to educate your audience.

Remember that each template is customizable so that you can change the colors, images and fonts in this template to your brand or company’s instead.

Visme provides two options for you to easily access your branding elements. You can manually create a brand kit in Visme, so you or anyone on your team can access it. Helping to maintain brand integrity.

Or you can use Visme’s AI-powered Brand Wizard . Simply share your website’s URL, and Visme’s AI system will automatically add your company logo, colors, and fonts to your whitepaper and even share templates that best match your brand.

3 Travel Guide White Paper Example

Our next sample white paper template is the travel guide white paper. This template is an excellent choice for any brand that needs to create white paper topics about travel. For example, you can create white papers on destination research, historical sites, travel trends or a quick guide to popular places.

If you’re unable to find the perfect image for your travel white paper’s topic, don’t worry. You can access Visme’s library of royalty-free stock images and videos, each professionally taken, in high resolution and licensed for commercial and non-commercial use.

4 Environmental White Paper Example

Our next white paper example is the environmental white paper. This template is an attractive design created to showcase environmental issues.

This white paper is not only visually stunning but it also provides layouts and sections to help navigate the reader through your issue while keeping them engaged. 

As important as your research is, don’t forget to make it engaging to the reader.

To keep your readers from skipping through your pages, make your white paper interactive. Visme offers easy-to-use interactivity and animation features that will take your content to the next level.

Including hotspots, a clickable menu, hover effects or clickable pop-ups. Each can be used to hold immersive information without crowding your white paper with additional text or reports.

5 Water Pollution White Paper Example

The fifth white paper example on our list is this water pollution white paper template.

This template addresses the dangers of arsenic contamination. No matter what industry you’re in, if you’re looking to highlight the risk or side effects that a product, chemical or event has on the environment, this white paper example is an excellent choice.

If you’re ready to create an attractive white paper highlighting how your brand creates value by providing data-driven reports as a thought leader in its industry, you can use this template to make quick progress. The highly intuitive design helps make your white paper goals a reality.

If you’d prefer to swap out a few of the visuals with charts to showcase your data by leaning into the power of data storytelling in your white paper, Visme makes it easy to create and add data visualization with 30+ intuitive data widgets, graphs, heat maps and more.

You can also integrate data from apps like Google Excel directly into your Visme dashboard as you edit your white paper so you can edit or update your chart’s data in real-time.

6 Investor Outreach White Paper Example

This investor outreach white paper template design can help make your potential investors enthusiastic about your startup or new business opportunity. Alternatively, you can personalize this template to pitch services or ideas to an interested party.

When you’re finished editing this investor white paper, you can publish or share it in a range of ways that will impress your prospects or investors. For example, you can share using these white paper formats:

• Publish it as a website and share it as a private link that only selects people who can view it or may need a password to access it.
• Embed it on your website or landing page so any potential prospect scrolling through your site can read it.
• Download it in multiple formats, such as PDF, HTML file, PNG, or JPG as well as make it printable for publishing.

7 Innovation White Paper Example

If you’re a tech or start-up brand looking for a business white paper example to bring disruptive or innovative solutions to life this template will do the trick. It offers a sleek and modern design that makes it versatile for various technical white paper examples.

While you’re designing this template, don’t forget that you can invite team members to Visme to work simultaneously on this white paper project. With Visme, you never have to do work alone.

Visme offers team collaboration features such as being able to add comments (private or public), allowing team members to work on each section of your white paper with real-time updates and user permission controls, so only those on a need-to-know basis have access to it.

“Visme helped us in a big way. The hours saved each month from meeting time, working back and forth between the two groups is an irreplaceable wow factor for my team.” -Kimberly Barrett, Wellbeing Consultant at Ameritas.

Click here to learn more about how Ameritas used Visme to increase team productivity and bridge the gap between departments.

8 Electronic Media White Paper Example

For individuals that would like to add white papers to their repertoire, social media content, or portfolio, this electronic media white paper template can be used to help you establish or reaffirm yourself as a thought leader in your industry.

Once you’ve finished your white paper, you’ll need to decide how you’ll share it with the world. If it’s free to view, you can do this via a shareable link where you can post it on social media or embed it on your website.

If you’d prefer to make it gated content, meaning it can only be accessed by providing information like an email address, you can use Visme forms to help collect emails and then share your white paper.

9 Nature White Paper Example

Whether you’re a business with distinct marketing goals or a nonprofit looking to impact advocacy efforts, this white paper template will help you deliver your message in the best way.

When you’re using a Visme white paper template, it’s easy to customize until you get a final product that you’re happy with. You can swap in your images or choose from the endless free stock photo options available in the Visme image library.

If you’re not sure what kind of color themes or designs to choose from, you can always take advantage of the pre-designed color palettes available in the editor.

Once you’re done, you can download your white paper in your preferred format, such as PDF or HTML5, share it with a link or embed it on your website.

10 Travel Issues White Paper Example

So much has changed with the way people have traveled since the pandemic and the years to follow. You can use this travel issues white paper to keep on hand to keep your audience informed on new changes, ways of travel and place to go.

The template design is focused on visuals with a bright accent color to highlight any important features, fonts or items. Its crisp and clean layout helps to guide the reader through your page with ease as well.

Additionally, you can swap out the icons or shapes with elements that reflect your design style. You can also create layers of interactivity in your white paper with tropical or travel videos, animated text or social media icons. When you have something you’re satisfied with, you can save the white paper as a download or share it online with a link or an embed code.

11 Organic Food White Paper Example

As a food-centric brand that would like to educate your audience or provide educational information to your audience while presenting your product or brand as a solution, you can use this organic food white paper to do just that and more.

The design is focused on showcasing eye-catching visuals of food, green color blocks and accented icons beside your white paper text. You can use it as is or go in the Visme editor and use your brand colors and copy easily.

We know that visuals are a key element to making your white paper memorable. So if you’re unable to find the perfect image(s) in our library or from your resources to add to this template, you can easily bring your imagination to life with Visme’s AI Image Generator . Our advanced artificial intelligence technology lets you generate unique images in seconds.

Additionally, Visme allows you to share a simple link that will direct your audience straight to the white paper. You can also embed your content on a website using a snippet of code.

12 Social Issue White Paper Example

This social issues template is one of our top academic whitepaper examples tailored for educators , nonprofits and businesses that want to address critical issues or communicate problems and offer solutions your audience needs.

This educational template doubles down as potential training material to keep employees or staff informed.

If you’re short on time and looking for a way to customize and complete this or any other Visme template quickly and easily, try Visme Shortcuts. This simple feature allows find features by pressing the forward slash “/” on your keyboard. 

13 Public Health Awareness White Paper Example

The template is framed as a compelling public health awareness resource with a sleek white paper format. If you’re working on a similar or adjacent issue, this template may be perfect for you.

Because the template is so easy to customize, you can use it to explore a wide array of issues. With Visme’s beginner-friendly drag-and-drop template editor, you can start and finish customizing your template in a matter of minutes.

The next step is to start making the template your own with images, fonts, graphics, charts and graphs, and more. Use the built-in assets in Visme or upload your own.

Once you’re finished, you can download the white paper in your favorite file formats, such as PDF or HTML5, or share the document online using a link.

14 Digital Marketing White Paper Example

Our next example is the digital marketing white paper example. This template is explicitly for digital marketing professionals or marketing brands. Whether they are covering B2B or B2C audiences, this template can help you reach your white paper marketing goals.

As a marketing expert, it's normal to desire the need to be able to edit or create content on the go. You're in an industry that never stops.

With Visme's IOS app for iPhone and iPad, you can edit this template and more on your desktop or mobile phone.

Experience the same great features on your Visme desktop on your mobile phone, from adding images to editing video and even sharing your white paper with team members or with a live link.

Create reports, proposals, ebooks and more

• Dozens of content types to choose from
• Add your brand colors and fonts
• Team collaboration available

Sign up. It’s free.

15 University White Paper Example

Use this template if you're a university student or professor who needs to discuss emerging topics or trends that have been assigned to you during the semester.

The template has a page dedicated to contributors if this white paper happens to be a group project, main highlights, trends, challenges and more. It comes with a cool color combination that adds flair but still provides a professional approach.

Take advantage of the bright, bold colors and fonts here that can really help to drive your points home. Or add in your university's brand colors and fonts to ensure your white paper is immediately recognizable by your target audience.

16 Cybersecurity White Paper Example

White papers tend to be centered around in-depth and complex topics, and cybersecurity is no different. This white paper example for business takes on a futuristic design to match its topic with a number of icons and data visualizations, helping to keep readers engaged.

Don’t forget that color psychology can also sway your audience when creating your white paper. For example, this template comes with blue tones as it represents safety, intelligence and security. So it’s best to keep the colors as is, or if you choose to use a different color or template, use this color physiology guide to ensure your colors provoke the right emotions.

17 Cryptocurrency White Paper Example

Cyrptocurrency, blockchain and NFTs are all anyone is talking about these days. Take advantage of that by customizing this template and offering an in-depth explanation to a more complex subject.

Upload your own white paper graphics and images, or take advantage of the thousands of options available to you in Visme's software. Take advantage of over 200 fonts or upload your brand fonts.

18 Employee Engagement White Paper Example

This template is one of our many company white paper templates designed with a modern twist.

Sometimes a more basic, monochromatic color scheme is the best way to make sure your information really gets across. Take a page out of this white paper and choose a single accent color, sticking to black and white for every other design element.

Stick with blue if you're talking about a topic that needs your audience to trust you. Or consider green for a more environmental post. Or another color depending on what your main message is. Color psychology is key when creating your white paper graphic design.

19 Engineering White Paper Example

Here's another great white paper example that focuses more on a greyscale color scheme with a minor accent color that draws attention to just a few of the more important sections.

For example, using this red for data widgets and page titles helps to grab attention where it's most important. Again, keep color psychology in mind to determine what the best accent color for your white paper design would be.

As a general rule, the paragraph copy in your white paper should always be in black or dark grey, to ensure it's readable and easy on the eyes.

20 Real Estate White Paper Example

White papers can be useful for any industry, including real estate. Realtors or those in the professional space can use white papers to educate customers, provide trends as thought leaders or add them to their B2B marketing strategy or campaigns .

This real estate white paper template comes with a bold design that provides layouts for the architecture of stunning buildings. Use this template as is, or feel free to fully customize it to fit your needs. Feel free to add additional pages or elements to complete your real estate white paper.

21 Investment White Paper Example

When designing your white paper, match your accent or brand color to your visuals. As we see here in this example, the stock images all have some element of green, making them fit perfectly into this creative white paper design.

This helps make sure that even when you're using stock photos in your white paper design, the entire document looks cohesive and put together.

22 Army White Paper Example

Another great way to catch your reader's eye is by using cutouts on your white paper pages. In Visme's editor, we have a number of existing cutouts you can use, but you can also remove the background from any image you'd like, whether it's a stock image or a photo you upload.

White papers don't always have to have a cut-and-dry design, even if the content is more formal. Keep this in mind when you move onto the design part of your document creation. It's okay to have a more engaging design to make sure your reader doesn't fall asleep while digesting your information.

If you need help proofreading, summarizing, or editing copy in your white paper, try Visme's AI Writer . This AI-powered tool can provide copy suggestions when you have writer's block, help you find the right tone, and even suggest technical terms or industry-specific language to ensure your white paper sounds expertly written.

23 Technical White Paper Example

In general, white papers are considered a form of technical writing. They use formal language and industry jargon, and they highlight very complex topics.

This white paper example is the pinnacle of technical writing content and is a great go-to if you're not sure what kind of design you should be looking for.

Plus, you can use this template to create marketing white papers on in-depth analytics or c-suite marketing topics.

Easily customize this generic gray, black and red template with your own content and visuals, ensuring that you have a professional white paper from start to finish. Adjust the white paper layout to match your content and needs before distributing it to your audience.  You can also tap into other technical white paper examples in our template library.

24 Government White Paper Example

Yet another black, red and gray white paper template. Are you seeing a trend? This bold combination works beautifully for a technical document like a white paper, especially when related to government and the economy.

It comes with a number of pages and color blocked sections to beautifully display your white paper research.

Customize this template for your own white paper content, taking advantage of this popular color scheme or adding in your own.

25 Organizational Design White Paper Example

In stark contrast to the red accent color, this organizational design white paper example uses a cool color scheme with blues and greens. This is a great color scheme to use for a more creative industry or topic.

Each of the images in the template has a dark blue color overlay atop it to ensure it fits in well with the overall design. You can easily customize the color overlay color in the Visme editor if you decide to switch up the color scheme.

Ready to Design Your Own White Paper?

If you're looking for a quick and easy way to create white papers, there's no better tool than Visme.

Browse through more examples of white paper templates above or take a look at all the other customizable documents in our vast template library to find one that fits your vision.

Sign up for a free Visme account today and get started with the best white paper design today.

If you need more information, check out this quick tour of Visme below.

White Paper Examples FAQs

What is a white paper.

A white paper is an informational document, report or guide that a company creates and distributes to educate its audience on a specific topic. They are typically long-form documents, spanning multiple pages and doing a deep dive into the topic at hand.

What Is an Example of a White Paper?

One example of a white paper in action is this customer experience report created and published by Zendesk .

Zendesk is using this white paper as a lead magnet in order to get interested parties on their email list so they can nurture them into becoming customers.

Why Is It Called a White Paper?

White papers were originally created as a type of government document as a type of in-depth report used to address issues. They got their name from the government’s color-coding system. Documents were color-coded based on distribution—white-denoted public distribution.

What Is the Purpose of a White Paper?

A white paper is meant to inform in a manner that helps to persuade the reader towards the writer’s perspective. As these are often used as a form of sales collateral , they’re typically used to inform a potential customer about something relevant to a company or its industry in a manner that may entice them to make a purchase or sign up for a service.

What Is a White Paper vs. Research Paper?

A research paper is an in-depth paper that is often peer-reviewed and covers the scope of an entire topic—often scientific. A white paper is typically written by a single person or team and doesn’t require peer review for publication.

How Long Is a White Paper?

White papers can be short or long. There’s no rule of thumb for how long or short it should be. The length of a white paper depends on how much data or content is being added to it. Be sure that the white paper only contains information or data relevant to the reader. Click here for more on writing white papers, tips and templates.

White Paper vs Case Study: What’s the Difference?

While a white paper and case study are great for B2B marketing, they serve two very different purposes.

A white paper analyzes and solves a problem, including research and data to support its findings or argument. On the other hand, a case study highlights real-life examples of a customer whose problem was successfully solved with a brand’s service or product.

A white paper aims to educate and persuade, while a case study demonstrates the effectiveness of a solution with evidence. When the two are used together, both make are extremely effective in attracting B2B leads.

Create your own white paper design with Visme.

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About the Author

Brian Nuckols is a writer working in Pittsburgh, Pennsylvania. He enjoys communicating visionary ideas in clear, action oriented language. When he’s not working on content for a transformative company you can find him analyzing dreams, creating music, and writing poetry.

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How to write a white paper that inspires a year-long content strategy

Written by by Katherine Kim

Published on  November 11, 2020

Reading time  7 minutes

When it comes to establishing one’s brand as an authority, few resources get the job done like a data-driven white paper.

Longer than your typical blog post and more in-depth than an ebook, a white paper is a well-researched piece of content designed to educate readers on a specific topic. It allows you to position your brand as an expert in your field and demonstrate you have a solution to your audience’s problems. And because marketers often gate white papers behind an email form, these reports can help support goals like lead generation and sales.

But with a little foresight, a white paper can do more than capture leads. It can also fuel an entire year’s worth of content and support teams across sales, customer success and even design. From developing social media content to webinars to workshops, there are a number of ways you can extend the life of your white paper.

In this article, we’ll walk you through how to write a white paper as well as how to turn those data and insights into new content for the entire year.

What makes a white paper valuable?

Traditionally, a white paper is defined as an informational document to promote a product or service and is used by marketing and sales to persuade buyers to purchase from one brand over another. In marketing, a white paper can be used to provide in-depth research on a particular subject (like the state of social marketing) and gives brands an opportunity to build credibility with their audience.

Consider this data-driven white paper example: the Sprout Social Index™ . The Index™ is our annual 30+ page white paper filled with unique data based on consumer and marketer surveys. We look specifically at the state of social marketing, and offer insights on topics like consumer behaviors, marketers’ social goals and what differentiates one brand’s social presence from a competitor.

This is our ninth year of #trend forecasting with the Sprout Social Index: Social Media Trends for 2022 and Beyond We surveyed over 1,000 U.S. consumers and 500 U.S. social marketers to understand how social has transformed. 🧵 pic.twitter.com/6XgNkv64ps — Sprout Social (@SproutSocial) May 17, 2022

It takes roughly three months and collaboration across marketing, design and sales for the Index™ to come to life. On the other hand, this blog post you’re reading took me about one week to complete. To illustrate how to plan and develop a white paper with legs beyond its initial launch, we’ll share how we create the Index™ and the various assets that come from our annual report.

Phase 1. Planning for success

Before diving into topic ideation, establish the goals and objectives you want to achieve with your white paper. Goals can include everything from raising brand awareness in your target audience to fueling new business acquisition by generating leads. And determine which key performance indicators (KPIs) you’ll use to track your progress toward your goals, like net new users and content downloads. From there, develop a project plan with clear expectations around responsibilities and due dates, like when to expect a first draft or design assets for social promotion.

Once your goals and project plan are in place, then you can focus on narrowing your white paper to one specific topic. When in doubt, start by identifying your audience and brainstorming the different problems you can help them solve.

For the Sprout Social Index™, we look at a couple of factors to inform our direction:

• Our audience’s needs. Think about who is going to read your white paper and what problems they’re hoping to solve with the information provided. For the Index™, we know we’re speaking to social media marketers of all industries and experience levels, from solo practitioners to directors managing a team. So the data we offer needs to help our audience advance their careers, strengthen their strategies and sharpen their skill sets. We’ll consider things like top goals and challenges for social marketers, how social is viewed within an organization and what skills marketers hope to develop.
• The state of the industry. In addition to specific audience needs, we also look at what’s happening within the industry at large. Are there emerging trends our audience wants to understand? How are other brands responding to industry changes and what can readers learn from these examples? To ensure the Index™ is relevant for social marketers of all industries, we’ll look at big trends in the overall social marketing landscape like which platforms are most popular among consumers and what types of content generate the most engagement.

If you plan to use your white paper to inspire a year’s worth of content, take a moment to evaluate if the topic will be relevant a year from now. Timely data, while it can be extremely valuable as part of your content strategy, gives you less runway to develop content six, seven or eight months post launch. Additionally, you’ll need to have enough data to work with in the future. Keeping the topic broad enough will enable you to drill down into specific angles for future content.

Phase 2. Writing a white paper from start to finish

With a plan in place, it’s time to conduct your research, develop your white paper structure and deploy any surveys for data collection.

With the Index™, we use a platform like SurveyMonkey to conduct two different surveys: one for 1,000 consumers and one for 1,000 social marketers. We ask consumers questions like which social platforms they use the most and what actions can turn them off to a brand’s social presence. In the marketer survey, we ask them how they use social data, what their greatest challenges are and what factors influence their approach to social.

If you’re unsure how to analyze the data , try creating a separate Google Doc or spreadsheet to house your key findings, organized by question number. When reviewing the Index™ data, we look at things like:

• Responses to all questions without any filtering or comparisons
• Results when we narrow our focus to one particular subgroup (e.g. marketers at companies with only 1-50 employees)
• Responses that contradict our original hypothesis
• Contrasts between the two audiences (e.g. marketers versus consumers)

Remember: you won’t use every single data point in your actual report. Instead of tossing unused data to the side, consider using that information as inspiration for a future piece of content.

With your data in hand, it’s time to put pen to paper. Writing a white paper can take several days, or even weeks, and it’s helpful to start with a comprehensive outline to plan out the report flow. In the outline for the Index™, we include examples of the quantitative data to highlight and brand examples discovered during the research stage. Allocate about one week for outlining and drafting, which should include chart mockups of the data you plan to use.

For reviews, ask for feedback from your key stakeholders, including those who don’t work in content directly. Index™ feedback from our social team ensures we’re giving our target audience what they need while our PR team can recommend future storylines inspired by the report.

Phase 3. Bringing the data to life with creative

Another facet that distinguishes a white paper from a blog post is that white papers are often packaged as a designed PDF.

In addition to creating the PDF version of the Index™, our design team creates graphic assets and charts for use in content, on social and beyond. One of the reasons we ask our social team to review the final draft of the Index™ is to get feedback on which stats and insights will make for compelling graphics on social.

For example, one of the charts included in the Index™ talks about actions consumers take when they follow a brand on social..

Using the feedback from social, we identified one standout data point from this graph, and the design team turned it into a separate social graphic.

Fact: Fewer people are using hashtags for social discovery. Find out where consumers are turning their attention instead in this year's Sprout Social Index. https://t.co/YuWeXmiWBk pic.twitter.com/rcdzFDJNpx — Sprout Social (@SproutSocial) May 18, 2020

Developing a unique design system and color palette for each white paper creates a consistent visual identity so every asset looks like it belongs to the Index™ campaign. This also gives designers the flexibility to create new assets like GIFs throughout the entire year because they have a wide range of colors and motifs to pull from.

With your report ready to launch, remember you still need to track your progress toward your goals. Tracking not only shows you if you’ve achieved your goals but also if you need to adjust your distribution strategy to make up for lost ground.

Phase 4. Giving your white paper longevity

So you’ve officially published the final white paper PDF and all of your design assets—congratulations! But just because you hit that publish button doesn’t mean the work behind the scenes suddenly stops.

To kick off the Index™, we published a teaser post for  an executive audience . The article preview some of the salient data points and highlight how the report will address marketers’ challenges, ultimately encouraging readers to download the Index™.

50% of consumers say they’re most likely to use social media during a major personal milestone. Create messages that consider your audience’s future plans and show how your brand can help them get there. https://t.co/ov3g4vd8fg — Sprout Social (@SproutSocial) May 5, 2020

To keep that momentum going, our social and creative teams collaborated to create the #DataDance, a series of short dance moves inspired by findings from the Index™. We encouraged our followers to both learn and share their own #DataDance with us on social.

How to #DataDance : a thread👇 pic.twitter.com/CfwlOJKDXR — Sprout Social (@SproutSocial) May 4, 2020

We also created new content like webinars and articles with industry-specific benchmarks months after the publish date. We also repackaged the Index™ as part of a larger toolkit for marketers as they begin planning for 2021. Finally, we included data from the report in our Data in Action workshop for social marketers, five months after the Index™ launched.

Takeaway #1: Tell people about your product! #SproutDataInAction pic.twitter.com/BUWe7XhBf5 — Sprout Social (@SproutSocial) October 15, 2020

When you can repurpose the data and insights from your white paper, you stand to reach new audiences, reinforce your original argument and demonstrate your expertise in a particular topic.

Breathe new life into your white paper

White papers are not only a great resource for brands to establish their expertise and build authority with their audience, they also can inspire entirely new pieces of content post launch. By repurposing your report and turning it into new content, you can extend the longevity of your data and ensure your white paper continues to drive traffic for the entire year.

Looking for more inspiration for your content strategy? Check out what marketers and consumers say makes a brand’s social best in class and other content insights in the Sprout Social Index™ today.

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Blog Marketing 20+ White Paper Examples [Design Guide + White Paper Templates]

20+ White Paper Examples [Design Guide + White Paper Templates]

Written by: Sara McGuire Jun 28, 2023

There’s a reason why white papers are a marketing staple. When created right, white papers boost your authority, solve problems for your clients and stakeholders and act as powerful lead magnets.

But how to you create a white paper that will drive results? In this guide and with the help of Venngage’s White Paper Maker , you’ll learn how to write and design white papers that engage readers, impress clients and generate sales leads.

To add an element of enjoyment to the process, you can explore our collection of white paper templates that offer captivating and informative formats for narrating your story.

[Watch] How to Create a White Paper with Venngage:

White paper examples we’ll cover (click to jump ahead):

Business white paper examples, marketing white paper examples, government white paper examples.

• Policy paper examples

Research white paper examples

Hr white paper examples.

• White paper FAQ

Without further ado, let’s dive right in.

Businesses write white papers for a number of reasons. It’s a great document to showcase a company’s expertise in the field and to win over investors. A white paper can also be used for marketing purposes and brand awareness (which I’ll discuss in the next section ).

Here’s an example of a business white paper:

This business white paper example by Google aims to persuade the reader into adopting AI by leveraging Google’s authority. It also contains a technical deep dive for more advanced readers.

This is a perfect case of a business using white papers to demonstrate its expertise and establish itself as the thought leader in the industry.

To create a business white paper like this one, you can use a white paper template . Here’s an example of one:

Just so you know, some of our templates are free to use and some require a small monthly fee. Sign up is always free, as is access to Venngage’s online drag-and-drop editor.

This business white paper template discusses the importance of employee engagement and different strategies to optimize engagement in a company. A staffing consultancy firm could create a business white paper like this one to demonstrate its expertise.

Now, if you already have a draft of your white paper content, you can just copy and paste it to a template you like. (If you haven’t written it yet, here’s a white paper writing guide you should definitely check out!)

But how do you make the most out of a business white paper template like the one above? Let’s take a look at some design tips you can apply:

1. Create an eye-catching white paper cover page

Don’t underestimate the effectiveness of an eye-catching cover page. Like the cover of a book, a captivating cover page will entice people to open it and read it further.

At first glance, your readers should have an idea of what the white paper will contain. Use a photo that reflects the theme of your white paper, or create a visual using diverse icons .

Let’s check out a B2B white paper example on employee engagement. The two men on the cover could easily be a manager speaking with one of his team members. 

Both look energized and engaged, indicating that this business white paper will offer valuable insight to companies looking to invigorate their employees.

2. Highlight key takeaways to summarize the information in your white paper

White papers tend to pack a ton of information within their pages. But in reality, many people aren’t going to take the time to read the whole paper cover to cover.

Try highlighting a few key takeaways that will get them excited about reading your white paper. Or outline exactly what they will trade their time to learn about.

As you can see in this white paper example, there’s a whole section that highlights the key takeaways in the report. Because it’s right on the front page, it’s hard to miss, which is a nice touch:

Pro Tip:  Not sure which template is right for your use case? Venngage has a massive catalog of 500+ professional and engaging templates you can customize today. No more boring Word documents or endlessly struggling with expensive design tools.  Browse our white paper templates.

3. Incorporate photos which resemble your target users in your white paper layout

Photos help create a connection between the information in your white paper and your reader. Using a photo on the cover also tells the reader what they can expect to find within the pages.

In this healthcare white paper template, the image of a child with a sugary dessert connects directly to the topic. The reader will instantly know what the paper is about.

If your goal with white papers is to promote your services and generate leads, your message needs to be memorable. Incorporating visuals resembling your target audience is one way to do so.

This content marketing white paper template depicts someone hard at work while downing a cup of coffee. The image would resonate most with professional marketers you’re trying to reach in a B2B capacity:

Businesses can use white papers as part of a content (and sales) marketing strategy such as lead generation . Most of the time, the white paper is gated — you need to insert your contact information before downloading/accessing the document. Here’s an example:

This white paper example by Frost & Sullivan (commissioned by Samsung Electronics America) explores the trends in the insurance industry. Specifically, it discusses the impact of digital transformation on this industry and how companies can deal with the change.

In order to access the white paper, you need to put in your contact information:

Now, let’s take a look at some more white paper design tips you can apply to make the best out of your marketing white paper:

4. Use high-quality photos with a consistent style

Photos, icons, and illustrations can play an important role in how effectively your white paper communicates information. It’s almost as important as knowing how to write a white paper that conveys information succinctly.

Don’t just use images for decoration. Instead, use photos to illustrate important concepts, to make information easier to understand, and to convey a mood. Marketing white paper examples, like this one, use bright, colorful photos to engage and excite readers.

Venngage’s integration with Pexels and Pixabay makes it easy to find thousands of high-quality stock photos. Check out our  guide to incorporating stock photos  seamlessly into your design. 

Pro Tip:  Use Venngage’s image swap button to change the images in a template in just 1-click. Your images and icons will be replaced with a new image that is already formatted to the template.

5. Use a neutral color scheme for a modern technology white paper design

Say you want to create a white paper to introduce new technology or explain tech-based solutions to problems. A white paper design with a sleek, modern and minimalistic design will likely appeal to techie people.

Pick a neutral background color like white or light grey. Then, pick visuals with similarly sleek color schemes. Tech white paper examples like this use a cool and muted grey palette:

But a great way to add some visual appeal to your white paper layout is to pick an accent color that you can use to make parts of your page pop. For example, this content marketing white paper template contrasts two cool corporate blue accents:

Pro Tip:  With Venngage, you can scale your white paper creation without sacrificing quality. How? Once you’ve created a white paper you like, save it as a template to reuse it again. Or hand the design reins to a team member. Want to create a white paper with your team? Our  real-time collaboration  feature (Business plan only) can help.

Learning how to write a white paper that speaks to your readers is important. For example, when selecting images for your white paper, keep an eye out for people who resemble your target audience .

This will help communicate that your white paper is actually relevant to the group you’re trying to reach.

That said, in some cases, including photos resembling your target audience might not make sense. If this happens, I’d recommend including non-generic stock photos or authentic product images. 

This modern business white paper template uses real product images as well as authentic stock photos to give it that visual flair:

Pro Tip: Need help with creating personas for your target audience? Our in-depth user persona guide  will help you quickly get upto speed.

6. Use creative backgrounds for a trendy white paper design

A simple design trick to make your white paper more engaging is to use the right background. You can opt for a simple background pattern design to add some visual impact to your white paper layout, or even try a trendy color gradient.

For example, take a look at how a color gradient background gives this content marketing white paper template some wow factor:

Here’s a simpler marketing white paper template that opts for a vibrant color gradient background but with simpler font choices to give it a sleek professional look:

Alternatively, you can use a different color gradient on your white paper template to make it stand out. Remember to keep your branding in mind when choosing the color combination so readers recognize the white paper as belonging to your brand.

It’s so easy to experiment with white paper backgrounds, so don’t be shy about trying out different options. With Venngage, you can change your white paper background with 1-click:

Pro Tip: Even if you don’t have any design experience (I don’t), the right background image can instantly make your white paper look more polished and professional. Keep this simple yet effective trick in mind, so you can create white papers that captivate readers.

7. Include calls to action throughout your white paper

If you’ve been wondering what makes a great white paper, it’s the strategic use of calls to action (CTAs).  It’s an important part of understanding how to write a white paper that readers will engage with.

In a white paper, there are plenty of opportunities to position your product or service as a solution to your target audience’s pain points. This means that there will be ample opportunities to include CTAs throughout your white paper.

For example, if you mention a feature of your product, you can place a clickable CTA button beside it:

CTAs are a great way to move people through the  sales pipeline , from your white paper to a  landing page  or blog post. 

Governmental organizations write white papers to outline policies before proposing new bills and legislations. A white paper is a good tool for gathering feedback from the public before implementing wide-reaching policy changes.

This is an example of a government white paper:

There are a lot of ways you can make your government white papers more engaging. Here are some design tips:

8. Make your page numbers stand out so your white paper is easy to scan

When designing your white paper, it’s important to keep your readers in mind. Don’t just think about what they want to read, but how they want to read it.

Your white paper isn’t the latest installment of Stranger Thing s , so it’s unlikely that every reader is going to sit down and read it cover to cover. In fact, there’s a good chance they’re going to want to skip ahead to specific sections that interest them. 

Making your page numbers easy to read will be appreciated by your readers who are trying to locate a particular topic in your white paper.

Take a look at the page numbers in this policy white paper template:

The above government white paper template can be used by a government to communicate complex social, political, and economic issues to an audience.

Healthcare white paper templates, for example, can be useful in proposing healthcare policies to the general public.

Governments can distribute healthcare white papers to communicate crucial healthcare policy changes to residents in an easy-to-read and accessible format (just like the one above by the American Heart Association).

The white paper example below has a format that’s easy to customize for any industry. Its straightforward table of contents and simple design elements keep the focus on the text.

Go ahead and customize this template with our intuitive drag-and-drop editor:

You can create a functional table of contents by adding hyperlinks to individual chapters and sections. This will help your readers navigate the white paper’s contents.

Select the text you’d like to turn into a link, then click the link icon in the top bar. Along with the option to add a URL, you can select pages within the eBook. When you download your design, download it as an  Interactive PDF .

9. Highlight themes in your white paper template using icons

This white paper template, from the cover page onwards highlights the cybersecurity topic it is focused on — phishing scams — by using a hook icon. The cover also introduces a circle motif that is used throughout this technical white paper, to give it a cohesive design and summarize information.

Pro Tip:  Do you work in a boring industry? Whether you’re in finance, law or health care, you can set yourself apart from the competition by creating engaging, yet informative white papers. A well-designed white paper can give you an unfair advantage when it comes to making technical information easy to understand and positioning the value of your business.

Policy white paper examples

Good policy white paper examples include a brief description of the scope of a problem or issue to be discussed, alongside recommendations.

This policy white paper from the Australian government is a good example:

Policy papers also include data to give context to issues. The Australian policy white paper above includes a bar graph describing the percentage of Australians born overseas to illustrate the country’s multicultural societies:

On that note, here’s some ways to best incorporate data visualizations to your white papers:

10. Visualize your white paper data using charts and pictograms

A common problem that marketers and consultants face when creating white papers is finding a way to make the data engaging and easy to understand. 

The solution? Visualize your data using charts and pictograms.

While everyone on your team is busy creating boring Word documents, you can be the creative genius that uses charts and pictograms to create visually engaging white papers.  

The type of charts you use will depend on the type of data you’re visualizing. Here’s a guide to picking what types of charts to use that can help you there. 

You could use a line graph to show revenue growth over time . Or you could use pie charts to show parts of a whole, like in policy white paper examples such as this.

Pro Tip: With our online graph maker, you can create charts and graphs that are more creative and engaging than standard Excel charts. A plain old bar graph won’t do much to inspire anyone, but a creative chart that tells a story can. 

Pictograms are also a creative and effective way to visualize statistical data. Take a look at how pictograms are used in technology white paper examples like the below. They act as visual aids to showcase key statistics and changes as it relates to the IT sector.

Don’t be afraid to mix it up. They say variety is the spice of life — the same can be said of white papers! This business white paper design, for example, combines both bar graphs and pie charts.

For more ways to add data visualizations to your white papers, check out this post: How to Visualize Data In Your White Papers

Just like other white papers, research white paper examples include reported facts and data aimed at educating readers around a particular topic. Research white papers are also written to help readers understand and address specific problems.

If you’re writing a research white paper for your business, here’s some ways to make it more engaging:

11. Highlight featured quotes using a big font

This is a design trick you’ve probably seen used in magazines and news publications. Well, guess what — it works great for white paper design as well! Pull particularly impactful and persuasive quotes and make them stand out from the rest of the text using big, bold fonts.

Not only will this draw readers’ eyes to the quotes, but it also gives your page design more visual variation. Company white paper examples like this one use a bright orange font to help their featured quotes stand out.

Human resources white papers tackle issues around employment, management, employee retention and churn. HR white papers can also be used to attract potential employees by showcasing the company culture and ethos.

12. Incorporate your branding into your white paper design

To improve brand recognition , you need to have consistent branding across all marketing collateral. This not only helps your marketing efforts  but also helps you maintain consistency in your internal and external comms.

Be sure to incorporate your logo , brand color palettes, and fonts into your white paper design.

Venngage’s Brand Kit makes it easy to save your logos, brand color palettes, and brand fonts for later. Then, you can easily apply them to your designs with one click. No designer needed:

Try thinking of creative opportunities to incorporate your branding . This white paper design, for instance, extends the use of its signature color beyond standard headers and icons.

It actually applies a transparent color overlay to the images, adding an additional punch of color and reinforcing its brand palette in an unexpected way.

Pro Tip: Need help with creating your own brand-style guide? Our guide on brand guidelines will help you create brand collateral that will dictate the look and feel of your brand and in the process, help you stand out from the herd.

13. Use icons to emphasize section headers in your white paper template

One of the primary purposes of a white paper is to visually communicate information in an engaging way. But many businesses end up creating something that reads like a college textbook. No one wants to read that…just ask any college student.

TechSmith studied over 4,500 office workers and found that people absorb information 7% faster when they’re given text with accompanying images, versus just plain text. When designing your white paper, look for opportunities to make the text easier to scan with visuals. 

An easy way to bring attention to important points is to place an icon beside the text. Government white paper examples like the one below are text-heavy. But the icons help direct the eye to each section header and break up the text.

This marketing white paper layout uses icons to punctuate the headers and add a dash of personality to reinforce its fun and lively color palette.

Here’s another example of a white paper design where icons are used to visualize points and make information easier to find.

14. Use a visual motif that reflects your white paper topic

A visual motif is a visual element that is repeated throughout your design. When you’re designing a multi-page document like a white paper or a report, your pages should have a cohesive look and flow.

To pick a motif for your white paper design, think of some themes reflected in your white paper. Is your white paper about social media engagement? Then a motif of birds (“tweeting”) or speech bubbles could work.

A white paper topic that is focused on establishing a sprint process could use a race track motif instead.

Hiring strategy white paper examples like the below use a leaf motif. Plants reflect the theme of growth associated with recruitment.

Or you can also use a simple shape motif throughout your white paper design. This approach is more subtle but can still lend to a cohesive and well-thought-out white paper design.

For example, this simple white paper template uses a hexagon motif (it kind of makes you think of a beehive, doesn’t it?).

15. Break up chunks of text with visuals when writing a white paper

When you’re laying out your white paper pages, put your storytelling cap on. Think: what kind of flow do I want my report to have? Where can I use visuals to emphasize certain points? Where can I illustrate an idea?

A common mistake novice designers make is to cram too much text into a page, rather than breaking up the text and giving it space to breathe.

Don’t hesitate to dedicate big chunks of your page–or the page in its entirety–to pictures. Images give the eyes a rest and help to reinforce information.

Visual headers are also a great way to break up expanses of text while still having the visuals serve a purpose (yay for purposeful design!). You can create your own illustrations using icons–they can make for some fun and quirky headers, like in workplace tech white paper examples.

16. Open your white paper with a boldly colored glossary

Like any design project, it’s important to start off on the right foot. You can do this by creating a glossary for your white paper. Think of it as a map that outlines exactly what your white paper will cover. 

In bright white paper examples like the one below, you can see how the designers used a bold color to bring attention to the glossary. This ensures that it will be seen by a reader, and actually used to navigate the content.

If you make your white paper design engaging, a lot more people are going to want to read it:

Try using a full-page color fill (like in this white paper example) for your glossary. Otherwise, readers may miss it when quickly flipping through the pages.

17. Include tables and boxes to emphasize key points and takeaways

Visualizing information or data isn’t limited to just graphs. When writing a white paper, you can also section off important pieces of information using tables and boxes.

In the white paper examples below, the designers used a table to organize key points and takeaways from each main section:

Here’s another example of a white paper layout that uses a table to highlight some key statistics:

Breaking up lengths of text with boxes will help make your white paper easier to read:

18. Vary the color, fonts, and styles of your headers

You can create a hierarchy by using a different font or color for your headers and sub-headers. This also helps give your page design more variety.

In this example, they use different fonts and colors for each level of header. This helps make the distinction between main and sub-headers more noticeable.

Your main design goal should be to create a white paper that’s engaging to readers and easy to navigate. When you are working with this much text, it’s important to make it easy to skim through.

19.  Dedicate pages to particularly important points

The primary goal of your white paper should be to educate readers. But you also want to strike a balance between being informative and entertaining.

If there is a central point that you want readers to remember, you may want to dedicate an entire page to that one point and an accompanying image to help drive the message home.

Pages like this should be used sparingly. That being said, they can deliver some real impact to readers.

Take this white paper example that dedicates a page to an evocative quote and photo:

20.  Allow for plenty of white space on your pages

Unlike one-page reports where you have to fit a lot of information into a small space, white papers allow for more freedom to spread the information out. That will allow you to create page designs with plenty of white space.

In the design world, white space is the empty space around design elements on the page. Leaving some room for your text and images to breathe will help your design look less cluttered.

Check out how this example uses plenty of white space on nearly every page. The result is an organized and modern white paper design.

21. Break chapters or sections into separate columns

Dividing your page into columns is a good way to organize your information and save space on the page. For example, in the white paper above, the Overview and the beginning of Chapter 1 are organized neatly into their own columns.

This makes it easy to jump from one point to the next, without getting lost.

22. Include a question on the front page of your white paper

Speaking directly to your readers can really grab their attention. Asking a question can get them to want to actually read your white paper.

In this white paper example, a simple question to the reader introduces what the report will cover. The designers even bolded it so it was the first thing readers would see!

Now they could have just said “We are going to cover Topic X” on the cover. But that doesn’t place their white paper in the perspective of the person it’s meant to help — the reader.

On the other hand, when you address a common problem people in your niche face, that will pique their interest.

23. Vary your page layouts to keep readers engaged

When people look at the same thing over and over again, it can cause visual fatigue. Their eyes glaze over and their attention drifts.

Varying your page layout will help keep readers engaged by going against their expectations. When the eyes have something new to look at, it’s easier to stay engaged.

This white paper template uses a few different page layouts. One page may have a featured image, another a large quote, and the next only includes written content. This white paper layout is fresh and interesting.

Use these white paper examples to create a design that reflects your brand

Use these examples of white papers as springboards for your own unique and brand-appropriate designs. Knowing how to write a white paper that considers your audience every step of the way will help you develop the perfect response to their questions and make your designs accessible .

FAQs about white papers

What is a white paper.

In the business world, a white paper (or whitepaper) is an in-depth informational report that explains a complex or technical concept in addition to providing a persuasive solution to a problem. 

For example, here’s what a technical white paper looks like:

Unlike ebooks , which may address a broader scope of topics, white papers have a singular focus. They’re designed to solve a specific problem for readers and build brand trust in the process.

White papers are also research-based and widely considered to be a valuable resource. In fact, Equinet reports that a whopping 75% of B2B would share information about themselves and their company in exchange for a white paper.

What is the format of a white paper?

White papers can be formatted in any number of ways, but depending on your industry, you may want to consider formatting your white paper for printing on standard printers. In that case, it’s best to stick to a letter-sized page, whether in portrait (8.5×11) or landscape (11×8.5).

These documents also are best in the PDF file format; this is the easiest way both to share them online and to have them printed.

Why should you create a white paper?

White papers can be extremely valuable documents to educate your stakeholders, clients, and top-of-funnel traffic — when the white papers are actually interesting. According to the Demand Gen 2018 Survey Report , 71% of B2B buyers used white papers in the last 12 months to research purchasing decisions.

How long is a white paper?

Typically, white papers are around 3 to 20 pages long. But some white papers can be longer. A white paper should be long enough to cover the concept or problem at hand. Since this usually includes case studies or new research, plus explanations and analyses, a good rule of thumb is writing white papers to provide enough evidence to back up your claims.

How to write a white paper that people will actually read?

If it doesn’t have an appealing design, your white paper probably isn’t going to work as well as you want it to. As with any type of content — from writing blog posts to making presentations to crafting ebooks —a lot of your white paper’s success comes down to the design.

Take this eye-catching hiring strategy white paper example; it uses dramatic images, colors, layouts, and icons to elevate its content to another level.

How to format a white paper with design in mind:

• Make sure your cover page immediately informs readers what your white paper is about.
• Summarize key takeaways at the start after writing your white papers.
• Don’t forget to think about your readers’ experience. Use clear page numbers to make it easier to scan your white paper.
• Visualize your data to make your white paper more engaging.
• Use consistent brand colors and fonts throughout your white paper format. This will make your design look more polished and professional.
• Use high-quality photos with a consistent style.
• Keep your target users in mind throughout the design process. If you’re using images of other people make sure they resemble your target users.
• Emphasize section headers in your white paper with icons.
• Break up walls of text with visuals like infographics and charts.
• Use a glossary to outline the specific topics you aim to address.
• Incorporate calls to action throughout your white paper design.
• Format your white paper to allow for plenty of white space. This will prevent your white paper design from looking cluttered.
• Switch up your page layouts to keep readers interested.

This article is also available in Spanish Más de 20 Ejemplos de White Paper Increíbles [Guía de Diseño + Plantillas] and Portuguese White paper: mais de 20 exemplos cativantes [guia de design + modelos]

You might also be interested in some of these helpful design guides:

• What is a White Paper? 15+ White Paper Examples to Get Started
• How to Write a White Paper (Tips & Templates)
• How to Visualize Data In Your White Papers
• What is a Marketing Plan & How to Create One [with Examples]
• 90+ Annual Report Design Templates, Inspirational Examples & Design Tips

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What Is a White Paper?

Purpose of a white paper, how to write a white paper, the bottom line.

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White Paper: Types, Purpose, and How to Write One

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

Thomas J Catalano is a CFP and Registered Investment Adviser with the state of South Carolina, where he launched his own financial advisory firm in 2018. Thomas' experience gives him expertise in a variety of areas including investments, retirement, insurance, and financial planning.

Investopedia / Michela Buttignol

A white paper is an informational document issued by a company or not-for-profit organization to promote or highlight the features of a solution, product, or service that it offers or plans to offer.

White papers are also used as a method of presenting government policies and legislation and gauging public opinion.

Key Takeaways

• A white paper promotes a certain product, service, or methodology to influence current and prospective customer or investor decisions.
• Three main types of white papers include backgrounders, numbered lists, and problem/solution white papers.
• A white paper provides persuasive and factual evidence that a particular offering is a superior product or method of solving a problem.
• White papers are commonly designed for business-to-business (B2B) marketing purposes between a manufacturer and a wholesaler, or between a wholesaler and a retailer.

White papers are sales and marketing documents used to entice or persuade potential customers to learn more about a particular product, service, technology, or methodology.

White papers are commonly designed for business-to-business (B2B) marketing purposes between a manufacturer and a wholesaler , or between a wholesaler and a retailer. It can provide an in-depth report or guide about a specific product or topic and is meant to educate its readers.

The facts presented in white papers are often backed by research and statistics from reliable sources and can include charts, graphs, tables, and other ways of visualizing data. A white paper can communicate an organization’s philosophy or present research findings related to an industry.

Types of White Papers

A startup , large corporation , or government agency will use white papers differently. There are three main types of white papers: backgrounders, numbered lists, and problem/solution white papers.

Backgrounders detail the technical features of a new product or service. Designed to simplify complicated technical information, they are used to:

• Support a technical evaluation
• Launch a product
• Promote a product or industry leader

Numbered lists highlight the key takeaways of a new product or service, and are often formatted with headings and bullet points such as the following familiar format:

• 3 Questions to Ask
• 5 Things You Need to Know

Problem/solution papers identify specific problems faced by potential customers and suggest a data-driven argument about how a featured product or service provides a solution to:

• Generate new sales
• Educate salespeople on product characteristics
• Build industry interest

White papers differ from other marketing materials, such as brochures. Brochures and traditional marketing materials might be flashy and obvious, but a white paper is intended to provide persuasive and factual evidence that solves a problem or challenge.

White papers are commonly at least 2,500 words in length and written in an academic style.

A white paper should provide well-researched information that is not found with a simple internet search and have a compelling narrative to keep the reader’s attention. The author of a white paper should:

• Research and fully define the topic
• Create an accurate outline of information
• Write an attention-grabbing introduction
• Format the paper for easy reading
• Revise and proofread

What Is an Example of a White Paper?

All of the documents listed below, publicly available on Microsoft’s website, focus on aspects of the company’s suite of cloud services. In contrast with brochures, these white papers don’t have a clear sales pitch. Instead, they dive into relevant topics, such as cloud security, hybrid clouds, and the economic benefits of adopting cloud computing.

• An AI-First Infrastructure and Toolchain for Any Scale
• Moving your Mission Critical Mainframe Data to Azure
• Mesh and hub-and-spoke networks on Azure
• Backup and recovery overview for Azure users
• Backup and recovery overview for users new to Azure

How Have New Industries Used White Papers?

Cryptocurrencies have also been known to publish white papers during initial coin offerings (ICOs) and frequently issued white papers to entice users and “investors” to their projects.

Bitcoin famously launched a few months after the pseudonymous Satoshi Nakamoto issued its famous white paper online in October 2008.

Why Is It Called a White Paper?

White papers may have developed from the use of “Blue Papers” in 19th century Britain, where a Parliament report cover was blue. When a topic for the government was less serious, the blue cover was discarded and published with white covers. These reports were called White Papers. In the United States, the use of government white papers often means a background report or guidance on a specific issue.

A white paper is an informational document issued by a company, government agency, or not-for-profit organization to promote the features of a solution, product, or service that it offers or plans to offer. The facts presented in white papers are often backed by research and statistics from reliable sources and commonly written in one of three formats: backgrounders, numbered lists, and problem/solution papers.

Copy Engineer, via Internet Archive Wayback Machine. “ The 3 Types of White Papers and When to Use Each One .”

MasterClass. “ White Paper Guide: How to Write a White Paper .”

Microsoft Azure. “ White Papers on the Cloud and Azure .”

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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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Open for all: exploring the reach of open access content to non-academic audiences

The white paper explores how research content is being used outside of academia. Our results show a strong open access advantage, with a high volume of readers from non-academic communities.

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Writing a Research Paper

The information search process, some definitions.

• Choosing a Topic and Identifying Keywords
• Finding Library Materials: Using LibGuides
• Using HillSearch (Library Catalog) to Find Books, Ebooks, And Streaming Media
• Search Databases for Scholarly Journal Articles
• Synthesizing Sources
• Citing Your Research/Creating a Bibliography
• Where to Get Help with Research and Writing

Your Librarian

Have you been assigned a research paper or presentation and are uncertain where to begin? Librarians are here to help you at each step of the research process, from initial topic selection to preparing your bibliography. In her work, Rutgers Information Science Professor Carol Kuhthau defines the steps of  the  Information Search Process  and the feelings researchers experience during each part of it -including occasional feelings of frustration and discouragement. Recognizing that frustration can be part of the research process can help you in the long run. Grappling with initial discomfort can ultimately help you develop your thesis statement, craft arguments and find the resources that best meet your research needs..

The chart below describes The Information Search Process, the tasks related to each step of the process, and the related feelings you may experience.

We're happy to meet with you one-on-one to help you with your research and compiling your citations. Click on the "Book an Appointment" link in our profile boxes to set up a meeting. If you don't see a time that meets your needs, email us.

Your professor might require a specific type or number of sources for your assignment. The following definitions might be of help understanding the assignment. These definitions have been adapted from the Online Dictionary of Library and Information Science .

Abstract -  A brief, objective representation of the essential content of a book, article, speech, report, dissertation, patent, standard, or other work, presenting the main points in the same order as the original but having no independent literary value. A well-prepared abstract enables the reader to 1) quickly identify the basic content of the document, 2) determine its relevance to their interests, and 3) decide whether it is worth their time to read the entire document

Annotated Bibliography -  A bibliography in which a brief explanatory or evaluative note is added to each reference/citation and abstract. An annotation can be helpful to the researcher in evaluating whether the source is relevant to a given topic or line of inquiry. For more information, watch our video tutorial on creating an annotated bibliography .

Primary Source (non/science topics)  -  A  document or record containing firsthand information or original data on a topic, used in preparing a new (derivative) work. Primary sources include original manuscripts, periodical articles reporting original research or thought, diaries, memoirs, letters, journals, photographs, drawings, posters, film footage, sheet music, songs, interviews, government documents, public records, eyewitness accounts, newspaper clippings, etc.

Primary Source/Primary Study (science topics) -  Also called empirical research studies, primary research studies in the sciences report on an experiment that was performed by the author(s) of the study.  These articles are formatted similarly to a lab report, and will contain the following sections: Abstract, Introduction, Methods, Results, Discussion, and References.  Primary research studies will often contain data tables, graphs, and statistical analyses.

Scholarly Journal - A journal  publishing original research and commentary on current developments in a specific discipline, subdiscipline, or field of study (example: Journal of Clinical Epidemiology ). Scholarly journals are usually published in quarterly, bimonthly, or monthly issues sold by subscription (click here to see an example). Articles in scholarly journals are usually written by the person (or persons) who conducted the research. Longer than most magazine articles, they almost always include a bibliography or list of works cited at the end. In journals in the sciences and social sciences, an abstract usually precedes the text of the article, summarizing its content. Most scholarly journals are peer-reviewed, meaning article drafts are reviewed by a panel of experts prior to publication and any needed edits are made by the author. Not all periodicals are scholarly. Some are popular magazines - such as Time or People . Other periodicals are produced for a particular discipline - such as Inc. or Education Week - but articles are written by journalists, not disciplinary experts.

• Next: Choosing a Topic and Identifying Keywords >>
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Biomolecular characterization using mass photometry

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Mass photometry is a powerful and widely regarded analytical technology that is able to accurately measure the mass of single particles in a solution without the need for labels. This technology is used in a diverse array of applications, including biomolecular function research, structural biology, and bioanalytics.

Image Credit: Shutterstock/fusebulb

What is mass photometry?

Mass photometry is an analytical technique used to investigate biomolecules at the single-particle level. It is able to analyze these particles in their native state and without the need for labels.

Mass photometry works by measuring the light scattered by individual particles, using this signal to quantify these particles and measure their mass (Figure 1).

What is mass photometry used for?

Using mass photometry, it is possible to determine the mass distribution and relative concentrations of all species in a particular sample. This technique can be used to characterize nucleic acids, proteins, and a range of other bioparticles (Figure 2).

Mass photometry can be applied to biomolecules on membranes or in solution membranes, 1,2 and is ideal for streamlining and accelerating an array of experimental workflows. These workflows include:

• Sample characterization, including direct assessment of sample homogeneity and purity during expression and purification. 3
• Protein oligomerization, including the straightforward validation of protein mono or polydispersity as part of formulation or structural biology studies. 3,4
• Biomolecular interactions, including the rapid and streamlined quantification of high-affinity interactions among biomolecules. 5,6
• Macromolecular complex assembly, including monitoring the assembly and disassembly of complexes over a period of time. 7

Mass photometry provides users with quantitative and easy-to-interpret results, meaning it is an ideal solution to complement existing analytical technologies or provide unique insights or confirmation where required.

Key benefits of mass photometry

Mass photometry offers a number of benefits to its users, including:

• The ability to accurately measure the true native behavior of molecules
• Suitability for use in solution and in a range of buffers
• Compatibility with membrane proteins
• A label-free technique with no need for sample modification
• The ability to provide details of all sub-populations in samples
• The capacity for single-molecule counting
• Suitability for working with a wide mass range and high dynamic range
• The ability to use a single assay format while delivering multiple results
• The option to assess homogeneity, structural integrity and activity
• A rapid, straightforward, and user-friendly approach
• A technique that uses a minimal amount of sample

Figure 1.   The principle of mass photometry.  The light scattered by a molecule that has landed on a measurement interface interferes with light reflected by that surface. The interference signal (MP signal) scales linearly with the molecule’s mass. Image Credit: Refeyn Ltd.

Figure 2. Mass photometry accurately measures diverse biomolecules.  A. Mass photometry works across a broad mass range and for different types of molecules. B. The mass measured by mass photometry agrees closely with the expected mass for a range of proteins, illustrating its accuracy. Image Credit: Refeyn Ltd.

Figure 3. The Two MP can be used to quantify molecular interactions.  The monoclonal antibody Herceptin (trastuzumab) and its target, Her2, were measured individually and in mixtures, demonstrating the instrument’s ability to quantify the interactions of individual antibody molecules with target molecules. mage Credit: Refeyn Ltd.

Mass photometry quantifies binding and assembly

Mass photometry allows users to undertake quantitative studies of biomolecular interactions in solution, such as protein-protein or DNA-protein. As it is able to determine the relative concentrations of both bound and unbound species (Figure 3), mass photometry is ideally suited to the monitoring of interactions and the determination of binding constants for high-affinity interactions. 5

Mass photometry’s ability to readily detect sub-species means it is able to analyze complex, multistep interactions with ease. As users are able to determine intermediate binding constants, 8 they can optimize experimental conditions as appropriate.

Its broad mass range (Figure 2) also makes it ideally suited to measuring the assembly or disassembly of large, multicomponent complexes (Figure 4) and when looking to follow assembly kinetics. 7,8

Mass photometry is useful for quality control

Sample homogeneity is informed by molecular mass, and this universal readout also provides information on the structural integrity and activity of biomolecules and biomolecular complexes.

Using mass photometry, it is possible to ascertain the complete mass distribution of a sample in mere minutes while simultaneously maintaining a near-native aqueous environment for the sample.

Mass photometry is a rapid technique that requires very little sample, making it well suited for applications requiring frequent sample characterization, the highest quality results, and straightforward, streamlined analytical workflows. 3

These characteristics make mass photometry an ideal choice for quality control applications such as protein purification optimization and the preparation of complex samples for analysis by cryoEM. 3 It is also well suited to the assessment of biomolecular oligomerization behavior, allowing users to rapidly optimize buffer conditions, for example. 4

Figure 4. The assembly of bacterial ribosomal complexes monitored.  Mass distributions show that ribosome complexes disassemble completely into two subunits in the absence of Mg 2+ (top). Complexes assemble in the presence of Mg 2+ (bottom).   Image Credit: Refeyn Ltd.

How does mass photometry work?

Mass photometry uses light to weigh single molecules. This technique works because the amount of light scattered by molecules correlates with their mass and this scattering of light scales linearly with the particle’s volume and refractive index.

Biomolecules’ optical properties and density generally vary by just a few percent, meaning that the scattering signal will be directly proportional to their mass.

In order to accurately detect the tiny amount of light scattered by individual molecules, mass photometry leverages a combination of carefully controlled illumination, novel spatial filtering in the path of the detection beam, 9 and advanced image analysis. 8

Mass photometry was developed at Oxford University, building on the underlying principles of interference reflection microscopy 10 and interferometric scattering microscopy. 11

References and further reading

• Foley et al., Nat Methods 2021
• Heermann et al., Nat Methods 2021
• Sonn-Segev et al., Nat Comm 2020
• Haeussermann et al., Angew Chem Int 2019
• Wu et al., Anal Biochem 2020
• Soltermann et al., Angew Chem Int Ed 2020
• Malay et al., Nature 2019
• Young et al., Science 2018
• Cole et al., ACS Photonics 2017
• 1Verschueren, J Cell Sci 1985
• Ortega-Arroyo et al., Phys Chem Chem Phys 2012

Acknowledgments

Produced from materials originally authored by Refeyn Ltd.

About Refeyn Ltd.

Refeyn are the innovators behind mass photometry, a novel biotechnology that allows users to characterise the composition, structure and dynamics of single molecules in their native environment. We are producing a disruptive generation of analytical instruments that open up new possibilities for research into biomolecular functions.

Spun out of Oxford University in 2018 by an experienced team of scientific professionals, Refeyn aims to transform bioanalytics for scientists, academic researchers, and biopharma companies around the world.

Sponsored Content Policy: News-Medical.net publishes articles and related content that may be derived from sources where we have existing commercial relationships, provided such content adds value to the core editorial ethos of News-Medical.Net which is to educate and inform site visitors interested in medical research, science, medical devices and treatments.

Last updated: Jul 17, 2024 at 6:51 AM

Please use one of the following formats to cite this article in your essay, paper or report:

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Refeyn Ltd.. "Biomolecular characterization using mass photometry". News-Medical . 17 July 2024. <https://www.news-medical.net/whitepaper/20240717/Biomolecular-characterization-using-mass-photometry.aspx>.

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Other White Papers by this Supplier

Micromolar concentration analysis of samples using mass photometry

Protein sample assessment using mass photometry and size exclusion chromatography

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He is dangerous in word, deed and action

He puts self over country, he loathes the laws we live by, donald trump is unfit to lead.

The editorial board is a group of opinion journalists whose views are informed by expertise, research, debate and certain longstanding values . It is separate from the newsroom.

Next week, for the third time in eight years, Donald Trump will be nominated as the Republican Party’s candidate for president of the United States. A once great political party now serves the interests of one man, a man as demonstrably unsuited for the office of president as any to run in the long history of the Republic, a man whose values, temperament, ideas and language are directly opposed to so much of what has made this country great.

It is a chilling choice against this national moment. For more than two decades, large majorities of Americans have said they are dissatisfied with the direction of the country, and the post-Covid era of stubborn inflation, high interest rates, social division and political stagnation has left many voters even more frustrated and despondent.

The Republican Party once pursued electoral power in service to solutions for such problems, to building “the shining city on a hill,” as Ronald Reagan liked to say. Its vision of the United States — embodied in principled public servants like George H.W. Bush, John McCain and Mitt Romney — was rooted in the values of freedom, sacrifice, individual responsibility and the common good. The party’s conception of those values was reflected in its longstanding conservative policy agenda, and today many Republicans set aside their concerns about Mr. Trump because of his positions on immigration, trade and taxes. But the stakes of this election are not fundamentally about policy disagreements. The stakes are more foundational: what qualities matter most in America’s president and commander in chief.

Mr. Trump has shown a character unworthy of the responsibilities of the presidency. He has demonstrated an utter lack of respect for the Constitution, the rule of law and the American people. Instead of a cogent vision for the country’s future, Mr. Trump is animated by a thirst for political power: to use the levers of government to advance his interests, satisfy his impulses and exact retribution against those who he thinks have wronged him.

He is, quite simply, unfit to lead.

The Democrats are rightly engaged in their own debate about whether President Biden is the right person to carry the party’s nomination into the election, given widespread concerns among voters about his age-related fitness. This debate is so intense because of legitimate concerns that Mr. Trump may present a danger to the country, its strength, security and national character — and that a compelling Democratic alternative is the only thing that would prevent his return to power. It is a national tragedy that the Republicans have failed to have a similar debate about the manifest moral and temperamental unfitness of their standard-bearer, instead setting aside their longstanding values, closing ranks and choosing to overlook what those who worked most closely with the former president have described as his systematic dishonesty, corruption, cruelty and incompetence.

That task now falls to the American people. We urge voters to see the dangers of a second Trump term clearly and to reject it. The stakes and significance of the presidency demand a person who has essential qualities and values to earn our trust, and on each one, Donald Trump fails.

Moral Fitness Matters

Presidents are confronted daily with challenges that require not just strength and conviction but also honesty, humility, selflessness, fortitude and the perspective that comes from sound moral judgment.

If Mr. Trump has these qualities, Americans have never seen them in action on behalf of the nation’s interests. His words and actions demonstrate a disregard for basic right and wrong and a clear lack of moral fitness for the responsibilities of the presidency.

He lies blatantly and maliciously, embraces racists , abuses women and has a schoolyard bully’s instinct to target society’s most vulnerable. He has delighted in coarsening and polarizing the town square with ever more divisive and incendiary language. Mr. Trump is a man who craves validation and vindication, so much that he would prefer a hostile leader’s lies to his own intelligence agencies’ truths and would shake down a vulnerable ally for short-term political advantage . His handling of everything from routine affairs to major crises was undermined by his blundering combination of impulsiveness, insecurity and unstudied certainty.

This record shows what can happen to a country led by such a person: America’s image, credibility and cohesion were relentlessly undermined by Mr. Trump during his term.

None of his wrongful actions are so obviously discrediting as his determined and systematic attempts to undermine the integrity of elections — the most basic element of any democracy — an effort that culminated in an insurrection at the Capitol to obstruct the peaceful transfer of power.

On Jan. 6, 2021, Mr. Trump incited a mob to violence with hateful lies, then stood by for hours as hundreds of his supporters took his word and stormed the Capitol with the aim of terrorizing members of Congress into keeping him in office. He praised these insurrectionists and called them patriots; today he gives them a starring role at campaign rallies, playing a rendition of the national anthem sung by inmates involved with Jan. 6., and he has promised to consider pardoning the rioters if re-elected. He continues to wrong the country and its voters by lying about the 2020 election, branding it stolen, despite the courts, the Justice Department and Republican state officials disputing him. No man fit for the presidency would flog such pernicious and destructive lies about democratic norms and values, but the Trumpian hunger for vindication and retribution has no moral center.

To vest such a person with the vast powers of the presidency is to endanger American interests and security at home as well as abroad. The nation’s commander in chief must uphold the oath to “preserve, protect and defend the Constitution.” It is the closest thing that this secular nation has to a sacred trust. The president has several duties and powers that are his alone: He has the sole authority to launch a nuclear weapon. He has the authority to send American troops into harm’s way and to authorize the use of lethal force against individuals and other nations. Americans who serve in the military also take an oath to defend the Constitution, and they rely on their commander in chief to take that oath as seriously as they do.

Mr. Trump has shown, repeatedly, that he does not. On numerous occasions, he asked his defense secretary and commanders in the American armed forces to violate that oath. On other occasions, he demanded that members of the military violate norms that preserve the dignity of the armed services and protect the military from being used for political purposes. They largely refused these illegal and immoral orders, as the oath requires.

The lack of moral grounding undermines Mr. Trump even in areas where voters view him as stronger and trust him more than Mr. Biden, like immigration and crime. Veering into a kind of brutal excess that is, at best, immoral and, at worst, unconstitutional, he has said that undocumented immigrants were “ poisoning the blood of our country ,” and his advisers say he would aim to round them up in mass detention camps and end birthright citizenship . He has indicated that, if faced with episodes of rioting or crime surges, he would unilaterally send troops into American cities. He has asked aides if the United States could shoot migrants below the waist to slow them down, and he has said that he would use the Insurrection Act to deploy the military against protesters.

During his time in office, none of those things happened because there were enough people in military leadership with the moral fitness to say “no” to such illegal orders. But there are good reasons to worry about whether that would happen again, as Mr. Trump works harder to surround himself with people who enable rather than check his most insidious impulses.

The Supreme Court, with its ruling on July 1 granting presidents “absolute immunity” for official acts, has removed an obstacle to Mr. Trump’s worst impulses: the threat of legal consequences. What remains is his own sense of right and wrong. Our country’s future is too precious to rely on such a broken moral compass.

Principled Leadership Matters

Republican presidents and presidential candidates have used their leadership at critical moments to set a tone for society to live up to. Mr. Reagan faced down totalitarianism in the 1980s, appointed the first woman to the Supreme Court and worked with Democrats on bipartisan tax and immigration reforms. George H.W. Bush signed the Americans With Disabilities Act and decisively defended an ally, Kuwait, against Iraqi aggression. George W. Bush, for all his failures after Sept. 11, did not stoke hate against or demonize Muslims or Islam.

As a candidate during the 2008 race, Mr. McCain spoke out when his fellow conservatives spread lies about his opponent, Barack Obama. Mr. Romney was willing to sacrifice his standing and influence in the party he once represented as a presidential nominee, by boldly calling out Mr. Trump’s failings and voting for his removal from office.

These acts of leadership are what it means to put country first, to think beyond oneself.

Mr. Trump has demonstrated contempt for these American ideals. He admires autocrats, from Viktor Orban to Vladimir Putin to Kim Jong-un. He believes in the strongman model of power — a leader who makes things happen by demanding it, compelling agreement through force of will or personality. In reality, a strongman rules through fear and the unprincipled use of political might for self-serving ends, imposing poorly conceived policies that smother innovation, entrepreneurship, ideas and hope.

During his four years in office, Mr. Trump tried to govern the United States as a strongman would, issuing orders or making decrees on Twitter. He announced sudden changes in policy — on who can serve in the military , on trade policy, on how the United States deals with North Korea or Russia — without consulting experts on his staff about how these changes would affect America. Indeed, nowhere did he put his political or personal interests above the national interest more tragically than during the pandemic , when he faked his way through a crisis by touting conspiracy theories and pseudoscience while ignoring the advice of his own experts and resisting basic safety measures that would have saved lives.

He took a similar approach to America’s strategic relationships abroad. Mr. Trump lost the trust of America’s longstanding allies, especially in NATO, leaving Europe less secure and emboldening the far right and authoritarian leaders in Europe, Latin America and Asia. He pulled out of the Iran nuclear deal, leaving that country, already a threat to the world, more dangerous, thanks to a revived program that has achieved near-weapons-grade uranium.

In a second term, his willingness to appease Mr. Putin would leave Ukraine’s future as a democratic and independent country in doubt. Mr. Trump implies that he could single-handedly end the catastrophic war in Gaza but has no real plan. He has suggested that in a second term he’d increase tariffs on Chinese goods to 60 percent or higher and that he would put a 10 percent tariff on all imported goods, moves that would raise prices for American consumers and reduce innovation by allowing U.S. industries to rely on protectionism instead.

The worst of the Trump administration’s policies were often blocked by Congress, by court challenges and by the objections of honorable public servants who stepped in to thwart his demands when they were irresponsible or did not follow the law. When Mr. Trump wanted an end to Obamacare, a single Republican senator, Mr. McCain, saved it, preserving health care for millions of Americans. Mr. Trump demanded that James Comey, his F.B.I. director, pledge loyalty to him and end an investigation into a political ally; Mr. Comey refused. Scientists and public health officials called out and corrected his misinformation about climate science and Covid. The Supreme Court sided against the Trump administration more times than any other president since at least Franklin D. Roosevelt.

A second Trump administration would be different. He intends to fill his administration with sycophants, those who have shown themselves willing to obey Mr. Trump’s demands or those who lack the strength to stand up to him. He wants to remove those who would be obstacles to his agenda, by enacting an order to make it easier to fire civil servants and replace them with those more loyal to him.

This means not only that Americans would lose the benefit of their expertise but also that America would be governed in a climate of fear, in which government employees must serve the interests of the president rather than the public. All cabinet secretaries follow a president’s lead, but Mr. Trump envisions a nation in which public service as Americans understand it would cease to exist — where individual civil servants and departments could no longer make independent decisions and where research by scientists and public health experts and investigations by the Justice Department and others in federal law enforcement would be more malleable to the demands of the White House.

Another term under Mr. Trump’s leadership would risk doing permanent damage to our government. As Mr. Comey, a longtime Republican, wrote in a 2019 guest essay for Times Opinion, “Accomplished people lacking inner strength can’t resist the compromises necessary to survive Mr. Trump and that adds up to something they will never recover from.” Very few who serve under him can avoid this fate “because Mr. Trump eats your soul in small bites,” Mr. Comey wrote. “Of course, to stay, you must be seen as on his team, so you make further compromises. You use his language, praise his leadership, tout his commitment to values. And then you are lost. He has eaten your soul.” America will get nowhere with a strongman. It needs a strong leader.

Character Matters

Character is the quality that gives a leader credibility, authority and influence. During the 2016 campaign, Mr. Trump’s petty attacks on his opponents and their families led many Republicans to conclude that he lacked such character. Other Republicans, including those who supported the former president’s policies in office, say they can no longer in good conscience back him for the presidency. “It’s a job that requires the kind of character he just doesn’t have,” Paul Ryan, a former Republican House speaker, said of Mr. Trump in May .

Those who know Mr. Trump’s character best — the people he appointed to serve in the most important positions of his White House — have expressed grave doubts about his fitness for office.

His former chief of staff John Kelly, a retired four-star Marine Corps general, described Mr. Trump as “a person who admires autocrats and murderous dictators. A person that has nothing but contempt for our democratic institutions, our Constitution and the rule of law.” Bill Barr, whom Mr. Trump appointed as attorney general, said of him , “He will always put his own interest and gratifying his own ego ahead of everything else, including the country’s interest.” James Mattis, a retired four-star Marine general who served as defense secretary, said , “Donald Trump is the first president in my lifetime who does not try to unite the American people — does not even pretend to try.”

Mike Pence, Mr. Trump’s vice president, has disavowed him. No other vice president in modern American history has done this. “I believe that anyone who puts themselves over the Constitution should never be president of the United States,” Mr. Pence has said . “And anyone who asked someone else to put them over the Constitution should never be president of the United States again.”

These are hardly exceptions. In any other American administration, a single cabinet-level defection is rare. But an unprecedented number of Mr. Trump’s appointees have publicly criticized his leadership, opposed his 2024 presidential candidacy or ducked questions about his fitness for a second term. More than a dozen of his most senior appointees — those he chose to work alongside him and who saw his performance most closely — have spoken out against him, serving as witnesses about the kind of leader he is.

There are many ways to judge leaders’ character; one is to see whether they accept responsibility for their actions. As a general rule, Mr. Trump abhors accountability. If he loses, the election is rigged. If he is convicted, it’s because the judges are out to get him. If he doesn’t get his way in a deal, as happened multiple times with Congress in his term, he shuts down the government or threatens to.

Americans do not expect their presidents to be perfect; many of them have exhibited hubris, self-regard, arrogance and other character flaws. But the American system of government is more than just the president: It is a system of checks and balances, and it relies on everyone in government to intervene when a president’s personal failings might threaten the common good.

Mr. Trump tested those limits as president, and little has changed about him in the four years since he lost re-election. He tries to intimidate anyone with the temerity to testify as a witness against him. He attacks the integrity of judges who are doing their duty to hold him accountable to the law. He mocks those he dislikes and lies about those who oppose him and targets Republicans for defeat if they fail to bend the knee.

It may be tempting for Americans to believe that a second Trump presidency would be much like the first, with the rest of government steeled to protect the country and resist his worst impulses. But the strongman needs others to be weak, and Mr. Trump is surrounding himself with yes men.

The American public has a right to demand more from their president and those who would serve under him.

A President’s Words Matter

When America saw white nationalists and neo-Nazis march through the streets of Charlottesville, Va., in 2017 and activists were rallying against racism, Mr. Trump spoke of “very fine people on both sides.” When he was pressed about the white supremacist Proud Boys during a 2020 debate, Mr. Trump told them to “stand back and stand by,” a request that, records show, they took literally in deciding to storm Congress. This winter, the former president urged Iowans to vote for him and score a victory over their fellow Americans — “all of the liars, cheaters, thugs, perverts, frauds, crooks, freaks, creeps.” And in a Veterans Day speech in New Hampshire, he used the word “vermin,” a term he has deployed to describe both immigrants and political opponents.

What a president says reflects on the United States and the kind of society we aspire to be.

In 2022 this board raised an urgent alarm about the rising threat of political violence in the United States and what Americans could do to stop it. At the time, Mr. Trump was preparing to declare his intention to run for president again, and the Republican Party was in the middle of a fight for control, between Trumpists and those who were ready to move on from his destructive leadership. This struggle within the party has consequences for all Americans. “A healthy democracy requires both political parties to be fully committed to the rule of law and not to entertain or even tacitly encourage violence or violent speech,” we wrote.

A large faction of one party in our country fails that test, and that faction, Mr. Trump’s MAGA extremists, now control the party and its levers of power. There are many reasons his conquest of the Republican Party is bad for American democracy, but one of the most significant is that those extremists have often embraced violent speech or the belief in using violence to achieve their political goals. This belief led to the Jan. 6 attack on the Capitol, and it has resulted in a rising number of threats against judges, elected officials and prosecutors.

This threat cannot be separated from Mr. Trump’s use of language to encourage violence, to dehumanize groups of people and to spread lies. A study by researchers at the University of California, Davis, released in October 2022, came to the conclusion that MAGA Republicans (as opposed to those who identified themselves as traditional Republicans) “are more likely to hold extreme and racist beliefs, to endorse political violence, to see such violence as likely to occur and to predict that they will be armed under circumstances in which they consider political violence to be justified.”

The Republican Party had an opportunity to renounce Trumpism; it has submitted to it. Republican leaders have had many opportunities to repudiate his violent discourse and make clear that it should have no place in political life; they failed to. Sizable numbers of voters in Republican primaries abandoned Mr. Trump for other candidates, and independent and undecided voters have said that Mr. Trump’s language has alienated them from his candidacy.

But with his nomination by his party all but assured, Mr. Trump has become even more reckless in employing extreme and violent speech, such as his references to executing generals who raise questions about his actions. He has argued, before the Supreme Court, that he should have the right to assassinate a political rival and face no consequences.

The Rule of Law Matters

The danger from these foundational failings — of morals and character, of principled leadership and rhetorical excess — is never clearer than in Mr. Trump’s disregard for rule of law, his willingness to do long-term damage to the integrity of America’s systems for short-term personal gain.

As we’ve noted, Mr. Trump’s disregard for democracy was most evident in his attempts to overturn the results of the 2020 election and to encourage violence to stop the peaceful transfer of power. What stood in his way were the many patriotic Americans, at every level of government, who rejected his efforts to bully them into complying with his demands to change election results. Instead, they followed the rules and followed the law. This respect for the rule of law, not the rule of men, is what has allowed American democracy to survive for more than 200 years.

In the four years since losing the election, Mr. Trump has become only more determined to subvert the rule of law, because his whole theory of Trumpism boils down to doing whatever he wants without consequence. Americans are seeing this unfold as Mr. Trump attempts to fight off numerous criminal charges. Not content to work within the law to defend himself, he is instead turning to sympathetic judges — including two Supreme Court justices with apparent conflicts over the 2020 election and Jan. 6-related litigation. The playbook: delay federal prosecution until he can win election and end those legal cases. His vision of government is one that does what he wants, rather than a government that operates according to the rule of law as prescribed by the Constitution, the courts and Congress.

As divided as America is, people across the political spectrum generally recoil from rigged rules, favoritism, self-dealing and abuse of power. Our country has been so stable for so long in part because most Americans and most American leaders follow the rules or face the consequences.

So much in the past two decades has tested these norms in our society — the invasion of Iraq under false pretenses, the failures that led to the 2008 financial crisis and the recession that followed, the pandemic and all the fractures and inequities that it revealed. We need a recommitment to the rule of law and the values of fair play. This election is a moment for Americans to decide whether we will keep striving for those ideals.

Mr. Trump rejects them. If he is re-elected, America will face a new and precarious future, one that it may not be prepared for. It is a future in which intelligence agencies would be judged not according to whether they preserved national security but by whether they served Mr. Trump’s political agenda. It means that prosecutors and law enforcement officials would be judged not according to whether they follow the law to keep Americans safe but by whether they obey his demands to “go after” political enemies. It means that public servants would be judged not according to their dedication or skill but by whether they show sufficient loyalty to him and his MAGA agenda.

Even if Mr. Trump’s vague policy agenda would not be fulfilled, he could rule by fear. The lesson of other countries shows that when a bureaucracy is politicized or pressured, the best public servants will run for the exits.

This is what has already happened in Mr. Trump’s Republican Party, with principled leaders and officials retiring, quitting or facing ouster. In a second term, he intends to do that to the whole of government.

Election Day is less than four months away. The case against Mr. Trump is extensive, and this board urges Americans to perform a simple act of civic duty in an election year: Listen to what Mr. Trump is saying, pay attention to what he did as president and allow yourself to truly inhabit what he has promised to do if returned to office.

Voters frustrated by inflation and immigration or attracted by the force of Mr. Trump’s personality should pause and take note of his words and promises. They have little to do with unity and healing and a lot to do with making the divisions and anger in our society wider and more intense than they already are.

The Republican Party is making its choice next week; soon all Americans will be able to make their own choice. What would Mr. Trump do in a second term? He has told Americans who he is and shown them what kind of leader he would be.

When someone fails so many foundational tests, you don’t give him the most important job in the world.

From top, photographs and video by Damon Winter/The New York Times (2) and Jay Turner Frey Seawell (5).

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