What is a white paper?

White paper

A white paper is an in-depth report that examines a specific problem and presents a well-researched solution. It combines educational content with persuasive analysis, positioning the author as a credible authority on the subject.

Unlike blog posts or brochures, white papers dive deep. They present data, explore nuances, and guide readers toward informed decisions. In business contexts, white papers help potential customers understand complex challenges and evaluate solutions before making a purchase.

Why white papers matter for B2B marketing

White papers work because they lead with value. Instead of pitching a product, you're solving a problem the reader already has.

This approach builds trust. When someone downloads your white paper on supply chain optimization or cybersecurity best practices, they're signaling genuine interest in the topic. They're also giving you permission to continue the conversation through email marketing and follow-up content.

The format also positions your company as a thought leader. Publishing original research or a fresh perspective on an industry challenge demonstrates expertise that a sales call simply can't convey.

Types of white papers

Different goals call for different approaches. Here are the four most common formats:

Problem/solution white papers identify a challenge your audience faces and walk through how to address it. These work well at the top of the funnel, when prospects are still defining their needs.

Technical white papers explain how a product or technology works. They're ideal for audiences evaluating specific solutions and comparing features.

Backgrounders provide context on an industry trend, regulatory change, or emerging technology. They educate without pushing toward a particular product.

Numbered lists organize tips, questions, or insights into a scannable format. Think "7 Questions to Ask Before Choosing a CRM." These tend to attract attention and get shared widely.

How to structure a white paper

A clear structure keeps readers engaged and makes your argument easy to follow.

Start with an executive summary that previews the problem, your approach, and the key takeaway. Busy readers may only skim this section, so make it count.

The introduction sets context. Why does this problem matter now? What's at stake for the reader?

Your problem section should demonstrate that you understand the challenge deeply. Include specific examples, industry context, and the consequences of inaction. The way you frame the problem shapes which solutions seem logical.

The solution section presents your recommended approach with supporting evidence. Be specific about implementation, and use case studies or examples to show the solution in action.

End with a conclusion that summarizes key points and includes a clear call to action. What should the reader do next?

Best practices for writing white papers

Know your audience before you write. A white paper for IT directors will differ dramatically from one aimed at marketing executives. Tailor your language, examples, and level of technical detail accordingly.

Lead with the reader's problem, not your product. The first half of your white paper should focus entirely on the challenge and its implications. Introduce your solution only after you've established why it matters.

Use evidence, not assertions. Claims without data feel like marketing. Support your arguments with research, case studies, and concrete examples.

Make it scannable. Use clear headings, short paragraphs, and visual elements like charts or callout boxes. Even readers who engage deeply will skim first to decide if it's worth their time.

Write in a professional but accessible tone. Avoid jargon unless your audience expects it, and explain technical concepts clearly.

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How to promote your white paper

Creating the white paper is half the work. Distribution determines whether it reaches the right audience.

Gate it strategically. Requiring an email address to download creates leads, but ungated content reaches more people. Consider offering an ungated preview with the full version behind a form.

Promote across channels. Share excerpts on social media, mention it in your email newsletter, and create blog posts that link to the full white paper. Your B2B marketing strategy should treat the white paper as a hub, not a one-time asset.

Build follow-up automation. When someone downloads your white paper, they've raised their hand. Use marketing automation to send related content, invite them to a webinar, or connect them with sales at the right moment.

Repurpose the content. A single white paper can become multiple blog posts, an infographic, a webinar presentation, or a series of social posts. Extract maximum value from your research.

White papers vs. other content formats

White papers occupy a specific niche in your content mix. Understanding how they compare to other formats helps you choose the right tool for each situation.