If you are an Internet marketer, chances are you have come across the term “white paper” once or twice. However, before delving deeper into your research about it, it is very important that you first understand what a white paper is to avoid wasting time and resources doing unnecessary tasks.
What is a White Paper?
If you haven’t seen a white paper example before, a white paper is a document that provides information about a certain topic. It can be in the form of an essay or report and it usually contains facts, figures, and other data to prove that what they’re offering is highly valuable and beneficial for their customers.
How Can A White Paper Help?
As mentioned above, a white paper contains a lot of valuable information. But what makes it even better than basing your product or service descriptions on mere claims?
Let’s say you’re an Internet marketer and you’re launching a new market campaign for a certain product, but you don’t have any material to back up your claims that this product is worth buying. You can create a white paper about the topic and use it to provide information about your product. From its important features, to how it works, where to get it – these are just some of the topics that you can include in your white paper. Read more about Which newspaper features distinctive portraits called “dot-drawings” instead of actual photos?
What Other Ways Can A White Paper Benefit You?
Aside from using a white paper as an intro for your product, you can also use this type of document to improve your site’s SEO. For example, if you’re selling food products and one of the keywords that your customers search for is “foods with antioxidants,” a white paper about antioxidants would be a great way to get a good rank in the search engines.
How Long Should A White Paper Be?
A typical white paper is at least 10 pages long, but it all depends on the topic. You can write as much or as little content you want. If you’re in doubt, just do some research to see how other documents in your field are written and go with that number of pages.
Why Is It Called A White Paper?
Yes, the term may be confusing because it is not a paper after all. When a white paper was first written, it was printed on a piece of white paper and distributed to readers as a way to give them information about certain topics.
The “white” in the white paper comes from the color of the actual sheet of paper that they use to print the document. However, today, the term has evolved and it simply means that this type of material is supposed to be unbiased, objective, and non-commercial.
How To Write A White Paper?
As mentioned above, a white paper should contain facts about your product or service offering. The information should be presented logically and convincingly, but make sure that it doesn’t sound like you’re selling your product. Additionally, the document should include the following elements:
Introduction Statement of Problem – A white paper usually contains an introductory statement which states what the issue is all about. A considerable example would be “Why organic foods are so important”.
Solution – The second element is all about how you plan to solve the problem mentioned in the first section of your white paper. For example, if you’re writing about why organic foods are important, then it would be appropriate to include something like “the author will explain how organic foods can help people maintain their optimum health.”
This is where the value of your product comes to play. You can write down all the features that make it stand out from other similar products in the market. For example, if you’re selling food supplements then one great thing about them would be “the organic ingredients used in its formulation.”
Conclusion – This is where you present an overview of the topic and convince your readers why it is beneficial for them to buy or avail of your product. It also contains the author’s contact information and other important data that your reader can use to know more about your product or service.
When Should You Use It?
You can use white paper when you want to announce the launch of your business or to sell your products. You can also make free copies available for download on your site and include them in an email newsletter that you send out to customers who are interested in similar topics.
White Paper Structure: What to Include
| Section | What it does |
|---|---|
| Title page | Title, date, author, and company name |
| Executive summary | Short summary of the problem and the solution |
| Introduction | Background and why the topic matters |
| Problem statement | The issue in detail, with facts and data |
| Solution | How your product or approach solves the problem |
| Evidence | Case studies, charts, and research |
| Conclusion | Summary and call to action |
A white paper needs a clear structure. Start with a title page. It should have the title, the date, the author, and the company name. Next comes the executive summary. It is a short summary of the whole paper. Many readers read only this part. Make it clear and complete. Then write the introduction. Give background. Explain why the topic matters. Then state the problem. Describe the issue in detail. Use facts and data. Show that the problem is real and costly. Then present the solution. Explain how your product or approach solves the problem. Give the features and the benefits. Then add evidence. Use case studies, charts, and research. Evidence makes your claims believable. End with a conclusion. Summarise the key points. Tell the reader what to do next. This is the call to action. It may be to download a trial, book a demo, or contact your team. Keep the tone factual and helpful. A white paper is not an advertisement. It is a guide that teaches the reader something useful.
How to Write a White Paper: Step by Step
Step one: pick a topic your audience cares about. The topic should solve a real problem. Step two: research the topic. Read reports, studies, and news. Collect facts and figures. Note your sources. Step three: plan the structure. Use the table above. Write a short outline for each section. Step four: write a first draft. Write in plain language. Use short sentences. Explain technical terms. Step five: add visuals. Charts, graphs, and tables make data easy to understand. Use one chart per key point. Step six: edit the draft. Cut words that add nothing. Check every fact. Check spelling and grammar. Step seven: design the paper. Use a clean layout. Use headings, white space, and page numbers. Use your brand colours. Step eight: publish and promote. Put the paper on your website. Share it on social media. Send it to your email list. Offer it in exchange for an email address. This builds your mailing list. Track downloads. See which pages people read. Use the data to improve your next paper.
Frequently Asked Questions
What is a white paper?
A white paper is a document that provides information about a certain topic. It can be in the form of an essay or report and it usually contains facts, figures, and other data to prove that what they are offering is highly valuable and beneficial for their customers.
How long should a white paper be?
A typical white paper is at least 10 pages long, but it all depends on the topic. You can write as much or as little content as you want. If you are in doubt, do some research to see how other documents in your field are written and go with that number of pages.
What should a white paper include?
It should include a title page, executive summary, introduction, problem statement, solution, evidence, and conclusion. Each section has a clear job. The structure helps the reader follow the argument.
How is a white paper different from a blog post?
A white paper is longer and more detailed than a blog post. It uses facts, data, and research to make a case. A blog post is shorter and more casual. A white paper is meant to teach and to persuade with evidence.
When should I use a white paper?
You can use a white paper when you want to announce the launch of your business or to sell your product. You can also use it to improve your site’s SEO and to build your email list by offering it in exchange for an email address.
Disclaimer: This guide gives general information about writing white papers. It is for learning and business use. Check the current best practices in your industry and cite your sources when you use facts and data.
Last Updated: 6 November 2026