Documente Academic
Documente Profesional
Documente Cultură
Ben Sailer
(https://coschedule.com/blog/author/bensailer/)
November 18, 2019
Writing a white paper is no easy task. If you’ve been asked to write one before, you know this is the case. And
if this is your first attempt, you probably have a lot of questions.
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building brand authority. However, marketers often churn them out with an assembly-line mentality, resulting
in uninspired content that under-delivers.
Fortunately, you’re about to learn how to approach your project the right way, in order to get the best results.
In this post, you’ll learn:
Plus much more. By the time you’re done reading, you’ll be ready to get started with confidence with advice
based 100% on real-world experience.
Table of Contents
Template
Definition
Examples
Workflow
How to Write White Papers People Actually Want to Read (Template) via
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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 in uence the decision-making processes of current and prospective customers.
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Before you get too far along, you might decide a different format would work better to reach your audience
and achieve your goals. Follow this graphic to help decide if writing a white paper is the best approach:
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How to Win at Local SEO (Sundog Interactive – you might recognize the author)
(https://www.sundoginteractive.com/blog/winning-at-local-seo)
Citation Cleanup: Assessing the Damage, Estimating Your Project Timeline (Moz)
(https://moz.com/products/local/citation-cleanup-whitepaper)
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Figure out who you’re writing for. Who’s going to read your white paper? Ideally, your organization or
agency should have an idea who your target audiences and customers are. If not, we’ve put together a
comprehensive guide that might help (https://coschedule.com/blog/how-to-find-your-target-
audience/).
Identify problems you can solve for them. Once you’ve identified your audience, think about what kinds
of information they need from you. Secondarily, you might also tie that back into your own products or
services. That sets you up at the solution to that problem.
Align those problems with your product. When you know what problems to solve, you’ve got a purpose
for your white paper. The next challenge, then, is to decide which ones to write about, and from which
angle. A simple brainstorming session can help with this.
Which problems are top priority? Consider starting with ones that are most pressing or timely.
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Which problems can I tie back into my business? Say your organization wants to be known as an
authority on an area you’re new to. Or, maybe you have a new product or service offering coming out,
and want to position yourself as the best option. Find ideas that align your goals
(https://coschedule.com/marketing-strategy/marketing-goals/) with your audience’s.
What are we experts on? If you have deep knowledge or expertise on an area you’re known for, a white
paper can help reinforce that perception.
Headline: Start with a working version that describes your topic. CoSchedule’s Headline Analyzer
(https://coschedule.com/headline-analyzer) can help.
An executive summary: This is essentially a brief (200 words or so) description of what your white paper
will be about. Think of it like a short pitch for why someone should write what you’re about to write.
Your introduction: Which points will you touch on in your intro? These are what you’ll expand on in the
body of your white paper.
Section sub-headings: Like your headline, these don’t need to be final yet. But, you should have a clear
idea of what you’ll discuss in each section. If your headline is the core problem you’ll solve, consider
each sub-heading a sub-point or step toward resolving it.
Beneath each sub-heading, include further bullet points clarifying exactly what you’ll write about. Know
what you want to say before you try to say it. Consider the following elements:
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Sidebars: White papers often include sidebars or breakout boxes with additional information or data
tables, like what you’d find in a magazine. In each section, list any possible sidebar ideas you might have.
This could include any research or data you’ll need to find (more on this in a bit).
Images: Will you have data or ideas that would be best presented visually?
Conclusion: Summarize your key takeaways. If it’s appropriate, you might consider adding a call-to-
action here, too.
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Do Your Research
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Good white papers are fact-based and research-driven. You’re not here to throw your opinions out to the
world without data to back them up. Depending on what you’re covering, you might get by with nothing
more than Google and your company’s own insights. If you want to take things to the next level, though,
you’ll need to do deeper research.
This is the most difficult option, but it can provide the most valuable results. If you have access to publically-
available information, so does your competition. Original research you produced yourself, however, is
uniquely powerful.
It establishes you and your organization as an authoritative source. Wouldn’t it be awesome if your
white paper became a highly-linked source of information for others?
It gives you something no one else has. And that would make your white paper much more valuable
than something anyone could have slapped together spending an afternoon with Google.
You’ll learn more about your audience and industry. Last year, we did a survey of our blog audience. We
were then able to turn our findings into a 5,000+ word blog post. That’s long enough that it could have
been a white paper, had we decided to publish it as one. It taught us a lot about our audience, too,
including things we wouldn’t have learned otherwise.
If you have the time and resources to do your own research study, Andy Crestodina of Orbit Media Studios
has a fantastic guide to get you started (https://www.orbitmedia.com/blog/research-best-form-of-content/).
Industry research reports can provide an excellent data-backed foundation for your content. Here are some
potential sources to consider:
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Forrester (https://go.forrester.com/)
Gartner (https://www.gartner.com/en)
This can yield information and insight that will help you effectively build your case.
Wolfram|Alpha in a Nutshell
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Depending on your industry, there are several government websites that might be helpful. Here’s a handful to
consider:
Writing a white paper isn’t easy. You’re now staring down an intense and involved project. If you’re writing in
an industry where you’re not a subject matter expert, then your preparation (outlining, researching, and
working with internal or client SMEs) is going to be even more important.
You’ve got this, though. Flex those fingers, tap into your inner Hemingway, and let’s knock this thing out.
We’ve touched on this a little earlier, but it’s worth repeating here. While there are some similarities, writing a
white paper isn’t quite like writing a blog post, case study, research report, grocery list, or … well, you get the
point. It’s decidedly it’s own animal and should be treated as such.
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Data-backed: You don’t have to like math, but you have to love what numbers can do to make your
writing stronger.
Establish a clear benefit to your reader: Why should they care? What’s in it for them to read past your
title page? Including interesting stats or a strong action verb can help.
Sound professional: Even if your blog or social media content is fun and light-hearted, a white paper
should strike a professional tone. It doesn’t need to be sterile and lifeless, per se, but use your best
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judgment here.
Set realistic expectations for your reader: If your headline reads, “Ten Ways Shipping Companies Can
Deliver Faster Shipments,” you better go into detail on all ten tactics. You’d be surprised how many
“white papers” throw a paragraph of text surrounded by images onto a page and call it good.
If you’re going to create crap, just say up front you’re creating crap. Or better yet, don’t write your white paper
at all. Commit to quality or stay home.
Let’s take a look at five hypothetical headline examples you can follow:
These examples aren’t wildly creative, but they all include at least one of the following:
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A clear benefit
A professional tone
State the problem your white paper intends to solve. To create added urgency, it should also touch on
the consequences for not taking action.
Summarize the key areas your white paper will cover. Give a high-level overview of what readers can
expect from start to finish.
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Explain the benefits of reading your white paper. What will your reader be equipped to do after reading
what you have to say?
Once you’ve hooked a reader’s attention with your intro, you’ll want to keep it. So, make sure each section
delivers on the promises you made in your introduction.
When you’re writing an (extremely) long-form piece, it can be easy to get lost. That’s why sticking to an
outline is so important (and we do hope you spent some time putting one together). With thorough research
and a strong outline in hand, you can make the actual writing exponentially easier.
Make a call
If we were to write this section, we’d start with a paragraph about the importance of selecting a good
veterinarian. We’d then dedicate a paragraph or two (or more) to each sub-point. Following this order will
ensure your writing flows well from one point to the next in a logical order.
When writing each section, consider using bulleted lists to make text easy to skim. For example:
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Know who your editor will be ahead of time and develop a set process. In our experience, it’s easiest to use
tracked changes in Microsoft Word or Google Docs.
If you don’t have access to an editor (and even if you do), tools like Grammarly (http://grammarly.com) and
Hemingway (http://www.hemingwayapp.com/) can also be life-savers.
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While editing a white paper (or anything), it’s important to edit for content, and not just spelling and grammar.
This entails asking the following questions:
Does this content answer all the questions a reader might have? If something important is missing,
note it for the writer.
How easy is your writing to understand? If there is language or jargon your audience may not
understand, note it and consider alternatives. This can be corrected with a simple search on
Thesaurus.com (http://www.thesaurus.com/).
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Simple enough. Next, follow the instructions included in the template to fill in each content section:
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Now, you might want to adjust the appearance of your fonts and headers. This is easy to do with Microsoft
Word. All you have to do is edit your styles. Find the styles pane and right-click what you’d like to change.
Let’s start with Normal:
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If you’d like to change your Heading 1, 2, and 3 styles, follow the same process.
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While writing, think about what kinds of images you’d like. Make notes in your doc that include the following
information:
GRAPHIC NOTES: [Include other thoughts or image direction for your designer]
Recommended Reading: How to Work With Designers With Authentic Advice From CoSchedule’s Designer
(https://coschedule.com/blog/how-to-work-with-designers/)
If your white paper is lengthy, you might want to consider a two-column layout. That’s because they’re easier
to read and skim, thanks to shorter line length. And if your designer is good, you can get creative with how a
multi-column layout might look. Check out this example from LinkedIn
(https://business.linkedin.com/marketing-solutions/cx/17/02/the-sophisticated-marketers-guide-to-
linkedin) (email signup required):
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If you’re working on your own, your template can easily be converted into a two-column layout. Highlight
your text, find the Layout tab, and select either one or two columns:
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The first thing you’ll need to decide is where your white paper is going to live. Do you host it on your website?
Your blog? A landing page? There are pros and cons to each. Let’s cover each one:
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Blog Posts: This is a quick and simple option. Blog posts (https://coschedule.com/blog/blog-writing-
process/) also give you room to provide context for your white paper. Plus, being on your blog’s home
page can also give it more visibility.
Website Pages: Resource libraries are a strong spot to put white papers. Consider creating something
similar to MailChimp’s resource library (https://mailchimp.com/resources/):
It might be possible to combine approaches, too. For example, you could create a landing page for your
white paper, link to it in a blog post, and then include the actual document in your resource library. That’s
maximizing the exposure for your hard work.
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Recommended Reading: What 23 Studies Say About the Best Times to Post on Social Media
(https://coschedule.com/blog/best-times-to-post-on-social-media/)
0:55
If your email list is comprised primarily of professionals interested in the kind of research in your white paper,
then send it to them. Keep these thoughts in mind:
Focus on the value for your email recipient. Everything you write should be keeping this in mind.
Include a link at the bottom of your other emails. If you send email newsletters, consider adding a
section for your white paper there, too.
Recommended Reading: 21+ Ways to Build an Email List That Will Skyrocket By 140% In 1 Year
(https://coschedule.com/blog/how-to-build-an-email-list/)
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Quality white papers take a lot of work to produce. So, make the most of it by repurposing its contents
elsewhere. Here are a few ways to do this.
You can likely write an entire blog post based on each section of your white paper. This gives you the
opportunity to drill deeper into each specific point. Plus, if you link back to your white paper in each post, you
can direct more attention toward it.
Follow this process to help turn one small point into a much deeper and valuable blog post:
. Take a section of your white paper you think you could have expanded upon further.
. Start writing hypothetical headlines that could work for a blog post.
. Then, start building an outline. Which points or information weren’t you able to include in your white
paper? Go back to your research and dig deep to add more detail.
Do this for each piece of your white paper, and you’ll quickly have multiple pieces of content promoting your
white paper. That’ll help you get the most mileage possible for your efforts.
You probably dug up tons of interesting stats and pieces of information while doing your research. Use that
information in other content you write. For example, you could easily:
Create new social media content sharing intriguing stats from your research.
Include research findings in other reports or blog posts (with or without referencing your white paper,
as appropriate).
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Pitch a speaking engagement based on your findings. Dig up something your audience would be
interested in? Do you belong to any professional groups or do any public speaking? Consider using part
of your research as a topic for a speaking engagement or conference session.
We discussed what a good white paper should (and shouldn’t) be. Offer your readers unique, valuable,
and well-researched insights on one specific topic. Don’t slap together thin content, make it look nice,
gate it behind an opt-in form, and then call it day.
We walked through a complete writing process to produce the final document. From ideation all the
way through design, every step of the process has been covered.
We touched on what comes next once your white paper is published. Seriously, if you’re going to set
aside the time to write a white paper (which could take days or weeks to produce), then get the most
return on it you possibly can. Spin that sucker into as many content assets as you can think of.
This post was originally written on May 18, 2017. It was updated and republished on Nov. 18, 2019
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Full name
Email Address
Company
Company Name
Website
Next
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Kelly O'Hara
March 30, 2020
(https://coschedule.com/blog/b2b-blogging-blog-posts/)
Julia McCoy
March 26, 2020
(https://coschedule.com/blog/blog-management-checklist/)
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Mackenzie Fleming
March 25, 2020
(https://coschedule.com/blog/actionable-content/)
GUIDES TOOLS
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10x Marketing
Formula (/10xbook)
(http://pinterest.com/coschedule)
(http://facebook.com/coschedule)
(http://twitter.com/coschedule)
(https://www.linkedin.com/company/coschedule)
(https://www.instagram.com/coschedule/)
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