Beth Mattson-Teig

Freelance Writer & Editor

White Paper Tips

Written By: Staff

There are no hard and fast rules when it comes to creating a good white paper. The length, content and subject matter vary widely across individual companies and industries. Here are some tips to help you get started:

Who? Know your audience

Do: Consider your target “audience” or reader for the white paper, such as new or existing customers or industry peers.

Do: Write to the level of expertise or sophistication of that audience.

Don’t: Deliver a white paper that is too technical for your audience to understand, or on the other end of the spectrum, too simplistic to add any value.

What? Focus on relevant topics

Do: Develop a strong topic that positions you or your firm as a subject matter expert on a topic or trend.

Do: Choose a topic that is relevant, timely and delivers value to the reader in terms of education, insight or advice.

Don’t: Use a white paper as a sales brochure to talk solely about the benefits of your firm.

Why? Identify business objectives

Do:  Have clear objectives and goals for your white paper, such as:

  • Promoting the expertise of your firm
  • Establishing your firm/key personal as thought leaders in the industry
  • Describing the benefits of a new technology or product

Do: Remember to have a clear “takeaway” message for the reader.

Don’t: Forget to create a strategy for marketing, promoting and distributing that white paper once it is completed.

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