White paper: how to create and distribute one?

The white paper has become one of the high-value tools companies now treat as essential. The numbers show that most decision-makers see it as a must-have for communicating important information to an audience. It is an excellent way to inform people, and above all to convert prospects into customers. How do you create a white paper and get it in front of readers? Here is our advice on writing one and distributing it.

The white paper: a must-have of digital transformation

Talk about digital transformation and you are talking about a better customer experience. Under its many names, the white paper (or “ebook”) is a lever in its own right: it lets you publish quality content on a specific problem. The cover wears your brand’s colors. The format is longer than a leaflet, and it is meant to be read by people who already care about the topic. Beyond giving the brand a point of contact with the reader, the main value of a white paper is that it turns prospects into customers.

A white paper is a communications format that lets a company speak as an expert in a given field. That is how it strengthens its credibility. It delivers technical information on a chosen theme that will matter to its readers. In other cases, it raises awareness of a problem or prepares an audience for a coming change.

Techniques for creating a strong white paper

Prepare the writing of your ebook in advance, gather relevant data, then create the content itself. Those are the stages of producing a white paper.

Identify your audience and their level of expertise

In any communications work, you have to account for several factors:

• the market you want to win

• the target audience

• the objectives you need to reach

• the level of knowledge

• the types of information you want to publish

Those factors let you build the outline of a white paper.

Given the topic and the audience, you should ask:

• Is the information relevant and useful?

• Does it stimulate readers?

• Does it help them understand the context and current trends?

• Does it improve their knowledge?

Beyond identifying the audience, their level of expertise matters too. You need to determine how much they already know about the subject. Does your audience know the topic thoroughly? Do the explanations need to be sharp and precise? To influence people in the right direction, you have to give an expert audience information that is both relevant and understandable. Deliver too much and targeted readers get lost. Deliver too little and you leave them in the dark.

Once the message and the information to share are clear, you still need to settle:

• The objectives and goals

• The angle of attack

• The time set aside for writing, and the deadlines

Researching data and information

Before you start researching, take stock of what you and your colleagues already know. If your company has a documentation database, use the material you already have. That first step maps the extent of your knowledge and gets you familiar with the subject. You are not starting in the dark, and you know concretely what you are looking for.

Next, you can start searching on the internet. The search should not be too narrow. Use long-tail keywords to get more targeted results. Dig into the lexical fields of the theme to widen the search. Key phrases can make the research even more relevant. Applied this way, the methods will surface the fundamentals and definitions that become the base of your draft.

Once you have enough material, start classifying it, especially by sub-theme, and begin writing. The goal is to record, in a useful way, everything that relates to your chosen subject. That can include simple ideas, a line of reasoning, important points, and so on. The essential thing is that you write them down. Then group them and structure them into an outline.

The role of the introduction and the conclusion in a white paper

Every piece of writing has a goal. In your case, it is converting a prospect into a customer so you gain competitiveness and stay relevant in your field.

You need to show each reader that you can anticipate their needs and answer their questions. You show them that you can satisfy them, which is a real asset. If that message comes through in the introduction, your audience will keep turning the pages. Many readers use the same logic when they decide whether a document is worth their time. They jump to the conclusion and the table of contents before reading the pages that interest them. That is why the first pages of your white paper, and the introduction in particular, need extra care. The introduction should recap what will be covered and quickly address the stakes and the value of the content.

It can also be useful to ask targeted questions in the introduction. You put your finger on what matters, which later helps you write an effective conclusion. Then adjust the outline so the ideas move toward the general conclusion, and you will have all the pieces of the introduction and the conclusion. You can still write them last, so they stay consistent with the body of the text.

The body of the white paper: expertise is essential

Most readers skim: they quickly scan the introduction, the conclusion, the table of contents, and the sections that interest them. You therefore need catchy titles. For the white paper to work, though, the body of the text has to be excellent. Use language that brings you closer to readers. Do not get lost in an excess of technical terms; prefer wording they can actually access. If you have to use technical language, make sure it matches your audience’s level of expertise.

Even though a white paper is a marketing tool, it should stay neutral, credible, and objective. Nothing gives it that substance better than statistics. By publishing figures that describe the context and what the public expects, you express their needs and their concerns. Those especially striking data points can also help you present your products and solutions as concrete help with a problem. You help readers see what you offer as a rational solution. Citing sources is essential, because figures that come from nowhere raise suspicion. And do not forget: your content should not read like a string of numbers.

Avoid the phrase “according to a study.” Used too often, it can cost your content credibility. Name the sources of the data you use in full. References make your text believable, and they give readers a way to check what you say. Visual aids such as diagrams and charts should be used as well, because they hold the reader’s attention and illustrate what you are saying.

White paper: advice on content form

The content of your white paper should follow a particular form. Animate your text with testimonials, life stories, career paths, or anecdotes. Those elements bring the document closer to readers. A reader can identify with a person mentioned in a testimonial or an anecdote. That kind of detail can turn a prospect into a customer. Concretely, you can develop the case of a client who reached their goal thanks to the solution you offer.

The success of your white paper depends in large part on the credibility your audience grants it. Avoid spelling mistakes at all costs. Those details are enough for people to judge the document, and typos can make them forget a quality argument. The same goes for syntax errors. Do not spare yourself when you hunt down the smallest imperfections.

One last question worth answering is the length of the white paper. Depending on the content, a white paper runs 6 pages at a minimum and can go beyond 50 pages. On average, though, it is between 10 and 20 pages. Whatever its thickness, it should be illustrated enough to stay attractive and to support a pedagogical approach. A simple, airy layout also makes it easier to read. Finally, the introduction, titles, subtitles, and conclusion should catch the eye.