How to Write a White Paper (+Template and Writing Tips)

The thought of writing a white paper can be a bit… intimidating (not to mention bah-oring).

Worry no more. I’ve put together this no-BS guide that’ll have you churning out white papers that don’t just inform but convert—even if you haven’t written a lick of content since your high school days.

What Are White Papers?

In a nutshell, white papers are a persuasive, in-depth report on a specific topic. Marketers create white papers to showcase their expertise, educate their audience, and (ideally) convince them that their solution or approach is the best way to tackle a particular problem.

Now, you might be thinking, “Isn’t that a blog post?” Sort of, but not quite.

While both white papers and blog posts aim to be informative, white papers are typically more formal, research-backed, and focused on a specific problem or solution. Think of them as a blend between a blog post and a research paper.

Not to mention, they are often offered as a download behind a lead capture of some sort.

Benefits of White Papers in Content Marketing

Unlike a fleeting social media post or a quick blog skim, white papers require a bit more commitment from your audience.

That’s because they offer something truly valuable: in-depth insights, original research, and actionable solutions to real problems. The real deal. Strike this cord, and you’ll be creating content that not only generates leads but also establishes your brand as a thought leader in your industry.

It’s common practice to gate white papers behind a lead capture form (asking for an email address, job title, etc.).

There are two benefits to this approach. 1) You get their contact information for future campaigns, and 2) readers who are willing to give up some of their personal information are the folks who are serious about solving their problems and are more likely to convert into paying customers down the line.

The potential of white paper isn’t just anecdotal. It’s backed by data.

A recent study revealed that white papers are serious contenders in the content marketing world. You see, 43 percent of marketers reported white papers as one of their top-performing content formats. In fact, they ranked fourth in effectiveness, just trailing in-person/online events, webinars/online courses, and research reports.

How to Write a Great White Paper (Even if You’re Not a Writer)

Alright, this thing ain’t going to write itself, so it’s time to roll up your sleeves and get this white paper written. Hesitant? Don’t worry if you don’t consider yourself a “writer”—I’m going to walk you through the process step-by-step.

Step 1: Define Your Goal and Target Audience

Before diving headfirst into research and writing, take a moment to clarify some goals.

What are you hoping to achieve with this white paper? Generate leads, position your company as a thought leader, or educate your audience about a complex topic?

And who are you talking to? Are they newbies or well-versed in your field of expertise?

Open a doc and write down your answers. Then, refer to them as you write. It’ll help you stay on track.

Step 2: Conduct Your Initial Research

Now that you know what you want to achieve and to whom you’re talking to, whack that lab coat of yours on and start the research process.

Dissect industry reports, case studies, and relevant data to back up your claims and insights. Remember, providing valuable information is the backbone of every good white paper, so make sure your research is thorough and credible.

Step 3: Structure Your White Paper the Right Way (a Template)

Once you’ve gathered your information, create a detailed outline that maps out the white paper’s structure. Super important. Great outlines guide the journey to excellent content.

Here’s how a white paper is typically structured (go right ahead—copy and paste it and use it as a template, if you’d like):

Title Page: Your white paper’s business card. It should include:

• A strong, attention-grabbing title that reflects your topic and keywords
• Your name (or your company’s name)
• The date of publication
• (Optional) Your company logo or a relevant image

Executive Summary: This is your white paper’s elevator pitch. In a few concise paragraphs, summarize:

• The problem you’re addressing
• Your proposed solution(s)
• The key benefits readers will gain

Introduction: Now’s your chance to hook the reader. Start with a compelling stat, a thought-provoking question, or a relatable anecdote. Then, provide some background context on the problem and why it matters.

Problem Description: Time to really go deep into the problem. Explain its causes, consequences, and why it’s important to address it now. Use data, statistics, and real-world examples to paint a vivid picture of the issue.

Solution Description: Your time to shine. Present your solution(s) in detail, explaining how they address the problem and why they’re the best approach. Be sure to back up your claims with evidence and data.

Benefits: Don’t just tell readers what your solution is—show them how it will benefit them. Highlight the tangible outcomes they can expect, such as increased efficiency, cost savings, or improved performance.

Implementation Guidelines: Get practical and actionable. Provide a step-by-step guide on how to implement your solution, including tips, best practices, and potential roadblocks to watch out for.

Conclusion: Wrap it all up with a powerful conclusion that summarizes the key points and reinforces the value of your solution. Include a strong call to action, encouraging readers to take the next step, whether it’s contacting you for more information, downloading a resource, or implementing your recommendations.

(Optional) Appendices and References: If you have additional data, charts, or research that supports your claims, include them in appendices. Also, cite any references you used throughout the white paper to add credibility.

Step 4: Writing the Content

Alright, you’ve got your outline, your research is locked and loaded, and now it’s time to face the blank page. Deep breaths, everyone. Let’s do this.

Here are a few white paper-specific writing tips to keep in mind:

• Tailor your language and tone to your target audience. Are you speaking to tech-savvy engineers or marketing executives? Adjust your vocabulary and level of detail accordingly.
• A white paper isn’t a novel. It’s a problem-solving document. Clearly articulate the problem, offer a well-researched solution, and back it up with evidence.
• If you’re proposing a new method or approach, explain your methodology and reasoning in detail. This builds trust and credibility.
• Don’t leave your readers hanging. Tell them what you want them to do after reading your white paper. Should they contact you for a consultation? Download a related resource? Make it clear and easy for them to take the next step.

Step 5: Time to Edit

Now that your white paper’s first draft is done, resist the urge to hit “publish” straight away. Take a step back (wait a day or two if you can), grab a fresh cup of coffee, and begin the editing process.

Hit the basics first. Give your white paper a thorough read-through. Look for typos, grammatical errors, and awkward phrasing. Does your writing flow smoothly? Are your points clear and concise? If not, don’t be afraid to make cuts or rephrase sentences for clarity.

Next, consider the bigger picture. Does your white paper’s structure make sense? Are your arguments well-supported by evidence? Is your call to action compelling? If not, it might be time for some refining or rearranging of sections.

If you’re feeling stuck, don’t hesitate to ask a colleague or friend for feedback. A fresh pair of eyes can often spot things you might have missed.

And if you really want to polish your prose, consider hiring a professional editor. They’ll help you refine your writing and ensure your white paper is error-free and engaging.

A well-edited white paper not only reflects your brand well but also makes your content more accessible and enjoyable for readers. So, take the time to polish your masterpiece before releasing it into the wild.

Conclusion and Next Steps

While crafting a killer white paper can feel like scaling Mount Everest, the rewards—in terms of leads, authority, and brand recognition—are worth the climb. But hey, if you’d rather leave the heavy lifting to the experts (and focus on what you do best), we’ve got your back.

At Loganix, we’re all about helping you achieve your SEO goals—whether that’s through top-notch content creation or a comprehensive SEO strategy that drives real results.

Ready to take your online presence to the next level?

🚀 Book a strategy call with us today, and let’s develop a plan that fits your unique goals. 🚀