Tips for writing white papers

White papers are great tools for generating credibility. Most of the time, customers will respond better to an informative paper than an advertisement or sales pitch. White papers are used to identify a problem and how to fix it. For example how to meet a company’s marketing needs, suggest the use of a certain product to streamline internal communication etc. Writing white papers can be challenging, but it is a great way to stand out as an expert in your field. There is no set way to write a good white paper, but here are a few general guidelines to help you out.

  1. Find a topic people are going to want to read. This does seem like an obvious suggestion, but it is more difficult than you think. Finding the right topic can be your biggest challenge. You need to consider who your audience is and who you’re trying to reach. Once you have determined this, you can write about something that interests them or a common problem that they face.
  2. Be professional. A white paper is different from a blog, and that needs to be reflected in your writing style. You need to use a business writing style and be very descriptive.
  3. Make sure you have a great intro. You want to captivate your audience, then tell them what they will accomplish by reading your white paper. The best form for this is a summary including an organised list of topics.
  4. Come up with a clear outline before you start writing anything, with your goals in mind. Once the outline has been written, stick to the plan and make sure the flow of the paper is in line with your goals.
  5. Now start writing. Get all of your ideas down while they are fresh, don’t worry about editing just yet. Once you have written everything down and finished the whole draft, then go back and edit your writing. After your first edit, have a rest and some time away from the paper, then go back and proofread thoroughly! Also ask for other people’s opinions on how to make it read better.
  6. Include how your product or service can help in the summary. Don’t try to sell your product or service in the body of the white paper. Make sure it is naturally incorporated when you summarise the paper.

Make sure that you follow these tips and make sure your white paper is well organised and thought out to help you create a natural and general interest in your business.

Here at Clarity Marketing, our experienced staff can help you with all your marketing and content writing needs. If you would like further information, give us a call on 1300 060 204 or submit an online enquiry.