How White Papers Can Boost Your Small Business (and Keep Your Readers Hooked from Start to Finish)
White papers have long been a staple in B2B content marketing. Historically, these often text-heavy documents have played a critical role in helping businesses generate leads, establish authority, and nurture relationships with potential clients.
But, if you’ve attended any content marketing conferences recently, you’ve likely heard a growing chorus of experts advising content creators to focus their efforts on video. Thanks to our ever-shrinking attention spans, content creators are responding by creating content with less text and more pictures.
So, are we ready to start the memorial services for the lowly, text-heavy white paper? [cue the solemn music]
Wait — not yet!
Despite the shifting trends of recent years, white papers still play a vital role in a B2B organization’s marketing arsenal. Studies show that people will spend time with your content (yes, even text-heavy documents) as long as it’s engaging and of value to your target audience.
People rely on white papers to help them learn about products and aid with the decision-making process. According to one study, by the time a potential client contacts your organization about a product, 57% of them have already researched it.
White papers are one of the most effective forms of B2B content marketing. White papers created for your products and services need to be readily available for your audience. A well-written white paper provides your target audience with the valuable information they need to feel comfortable making a purchase.
For small business owners, white papers provide an opportunity to enhance their position as trusted experts in their respective industries. These reports can solve customer’s problems, showcase innovative solutions, or boost your authority and credibility. Despite recent trends toward video, white papers remain a valuable tool for B2B content marketers and small business owners.
“63% of B2B companies see white papers as one of the most effective forms of content they use in their organization. ”
How to get started writing your first white paper
In this guide, we’ll provide you with the information you need to create a successful white paper that will help you generate leads and build brand authority.
The benefits of a well-written white paper
While white papers are considered a key part of your B2B content marketing, they also serve to boost your brand authority and thought leadership. They’re not just marketing brochures—they’re in-depth, research-backed reports that solve real problems for your target audience. White papers can help your small business in the following ways:
1. They Establish Credibility and Build Brand Authority
When you create a white paper that solves a pressing industry challenge or shares valuable insights, it positions your business as a knowledgeable and reliable resource. Over time, this builds trust and enhances your reputation within your niche.
2. They Generate High-Quality Leads
White papers are often gated content—meaning prospects provide their contact information to access the report. This makes them a powerful tool for capturing leads who are genuinely interested in your expertise.
3. They Educate Your Audience
White papers provide detailed information to help clients and prospects make informed decisions. By educating your audience, you’re nurturing relationships and encouraging long-term loyalty.
4. They Have a Long Shelf Life
Whitepapers remain relevant for a long time and can be circulated among various influencers and decision-makers within an organization.
5. They help to move potential clients through the sales funnel
When searching for a product, people typically use various resources—including social media, influencers, product reviews, blog posts, etc. White papers serve as the next step in the sales process, providing more detailed, research-backed information to help potential customers make an informed decision. Effective white papers help to persuade readers to take another step forward in the sales process.
Overview of a white paper
A white paper is a persuasive document that usually describes a problem or challenge readers are facing and provides solutions for those problems. The tone of the whitepaper is objective and educational.
White papers are typically 6-12 pages in length (but some technical papers can be 50 pages or more). The documents are mostly text, but diagrams, charts, and other supporting graphics should be included (Stelzner, 2016).
Types of white papers
According to Michael Stelzner’s book, Writing White Papers: How to Capture Readers and Keep Them Engaged, there are four main types of white papers:
Technical white papers are created for readers with a technical background (such as engineers or IT professionals). Technical whitepapers provide detailed descriptions of processes and procedures for a specific product. Typically, this type of white paper would be used during the latter half of the sales process.
Business benefits white papers explain the benefits of a particular business solution. This report is created primarily for managers and key decision-makers of an organization.
Hybrid (tech/business benefits) white papers cover not only the business benefits of a particular solution but also some technical description of the processes. This report appeals to a broader audience of influencers and decision-makers and can be used both as a lead magnet and as supporting material during the sales process. Hybrid white papers help to close sales by addressing both the business and technical concerns of a potential client.
Government whitepapers are created for a very specific audience. These reports discuss the impact of policy decisions.
Infographic: 9 steps to write a white paper
Step-by-step guidelines for writing a white paper
Step 1: Define Your Purpose and Audience
Before you start writing, be clear about why you’re creating the white paper and who it’s for. Ask yourself:
What problem does this white paper solve for my target audience?
Who will benefit most from this content (e.g., decision-makers, managers, industry professionals)?
What action do I want readers to take after reading it?
For example, if you’re a sustainable packaging business targeting operations managers in the food industry, your white paper might focus on the cost-saving benefits of eco-friendly materials.
Step 2: Choose a Compelling Topic
The success of your white paper hinges on the relevance and value of its topic. Consider the following when selecting your subject:
Audience Pain Points: What problems do your potential clients face that your business can help solve?
Industry Trends: Are there new developments your audience needs to know about?
Your Expertise: What topics can you confidently provide unique, authoritative insights on?
Some examples of compelling topics for a sustainable packaging company include:
"The ROI of Sustainable Packaging for Food Manufacturers"
"How to Streamline Supply Chain Operations with Technology"
"The Hidden Costs of Ignoring Eco-Friendly Practices"
Step 3: Identify Your Ideal Reader
Be as specific as possible. At a minimum, include your reader’s industry, job title, age, and disposition. Maintaining a sharp focus on your ideal reader throughout the writing process will help keep your content relevant and engaging.
Step 4: Decide on the format and goal of your whitepaper
Are you looking to generate leads at the base of the sales funnel or move a prospective client further along in the sales process? Are you looking to differentiate your product or service from competitors or inform or educate your reader? Once you understand the objective of your whitepaper, you can return to the prior list of four types of white papers and select the format that would best work to achieve your goals.
For example, if you want to generate more base of funnel leads, you might go with the business benefits format to educate your reader and generate interest. If, on the other hand, you’re looking for a white paper to move the reader further along in the sales process, you could consider either a technical whitepaper or a hybrid paper. These reports provide readers with more details about your product or service that would not have been appropriate for those at the early stages of the buying process.
Step 5: Create an Outline
An outline helps to organize the key points you want to make in your whitepaper. It also breaks down the sections and helps make the writing process feel less overwhelming. Outlines keep whitepapers focused and help to set you up for your next task: research.
Step 6: Conduct Thorough Research
Successful white papers are supported with quality data, in-depth research, and credible sources. Gather information from the following resources:
Industry reports
Case studies
Surveys and statistics
Interviews with experts
Internal company data and documents
Competitor information
Trade publications
Be sure to cite all sources properly to enhance credibility. If you are unsure how to format citations, refer to a style book (AP Stylebook and The Chicago Manual of Style are two of the most popular) for guidance.
Your outline should include the core sections listed below:
Title Page: Include your title, subtitle, your logo, and contact information.
Executive Summary: Summarize the key points and purpose of the white paper.
Introduction: Provide context, highlight the problem, and explain why it matters.
Main Body: Break down the problem, provide solutions, and support your arguments with data.
Conclusion: Recap the main points and emphasize the value of taking action.
Call to Action (CTA): Encourage readers to reach out, download additional resources, or contact you.
References: List all sources cited in the paper.
Step 7: Write with Clarity and Professionalism
When writing your white paper, keep the following tips in mind:
Be Clear and Concise: Avoid jargon* and overly complex language. Your goal is to educate, not confuse.
Adopt a Professional Tone: White papers are formal documents, so maintain a polished, authoritative voice.
Use Visuals: Include charts, graphs, and images to break up the text and reinforce key points.
Focus on Value: Every section should provide actionable insights or valuable information.
Hire a Content Editor: To ensure your work is the best it can be, get a fresh set of eyes to read through and catch any errors or inconsistencies. An experienced editor, who is familiar with white papers can also give suggestions on ways to improve it.
*A note on jargon: Every industry has its own lingo; total avoidance of key industry terms may make others doubt your knowledge of the industry. To a degree, a little jargon can be used if (and only if) it would be clear to your ideal reader. However, it’s best to keep jargon to a minimum. Too much jargon confuses and alienates readers, ultimately creating an ungainly whitepaper mired with heavy and confusing terms. Keep your readers happy and speak to them in plain but professional English.
Step 8: Design for Readability
A well-designed white paper is easy to read and engaging. When formatting your white paper for publication, keep these tips in mind:
Use plenty of white space to avoid overwhelming the reader. You are presenting your reader with a lot of information. Give their eyes a break periodically by adding some white space—your readers will appreciate it.
Choose professional fonts. Do some research on font pairings (or better yet, if you already have company fonts in your brand style guide, use those for consistency). Typically, the fonts used for headlines differ from those used in the body text, and some fonts pair better together than others. Make sure the pairing you select enhances your professional appearance.
Use consistent branding. The layout of each page, including the use of brand colors, needs to be consistent to present a professional image to your reader. Consistency boosts the credibility of your white paper.
Highlight key points with bullet lists, headers, and bold text. Every page has a hierarchy: certain points are more important than others, and you want your reader’s eyes to go to those main points first. When you use headers, bold text, and bullet lists, you tell your reader which points are important.
Use high-quality visuals that align with your brand. There are apps, such as Canva and Vennage to help design and customize high-quality visuals. If you can’t find anything appropriate, consider hiring a designer for help.
Step 9: Include a Strong Call to Action
Your white paper should guide readers toward the next step. Whether it’s scheduling a consultation, downloading another resource, or signing up for your newsletter, make your CTA clear and actionable.
Tips on how to write a compelling white paper
To create a white paper that engages and connects with readers, follow these best practices:
1. Know Your Audience Inside and Out
Tailor your content to the specific needs, challenges, and interests of your ideal reader. The more your white paper addresses the specific pain points of your readers, the more it will resonate with them.
2. Focus on Quality Over Quantity
A white paper isn’t about filling pages—it’s about delivering value. Ensure every word, every statistic, and every chart serves a purpose. If it’s an interesting fact, but does little to support your point, remove it.
3. Leverage Your Expertise
Share unique insights and perspectives that only your business can provide. This is your chance to showcase your knowledge of the industry.
4. Keep It Data-Driven
Support your claims with statistics, research, and case studies from high-quality sources. Data and research secured from quality sources add credibility to your report and make your arguments more persuasive.
5. Edit and Proofread Thoroughly
Mistakes can undermine your professionalism. Consider working with a content editor to ensure your white paper is polished and error-free.
Mistakes to avoid
Even the best-intentioned white papers can fail if you’re not careful. Avoid these common mistakes:
1. Overloading with Jargon
While industry terms can establish expertise, as we emphasized earlier, too much jargon can alienate readers. Aim for clarity and simplicity.
2. Making It Too Salesy
White papers are educational, not overtly promotional. Focus on showing how your solution addresses your audience’s problem rather than pushing your product or service. The moment a reader detects a sales pitch, you lose their trust.
3. Neglecting the Design
Poor design can make even the best content unappealing and difficult to read. Put the effort in to create a professional layout. You invested a significant amount of time and energy to put together a well-researched, professional white paper—use a design that accurately reflects those efforts.
4. Ignoring the Audience’s Needs
Don’t write what you think is interesting—write what your audience needs to know. Stay focused on what is important to your ideal reader.
5. Neglecting Distribution
A great white paper won’t have an impact if no one sees it. Develop a distribution plan to promote it effectively.
Promoting Your White Paper
Once your white paper is ready, it’s time to share it with the world. Here are some suggestions for distribution:
Website: Create a dedicated landing page for your white paper.
Email Campaigns: Send it to your subscriber list.
Social Media: Promote it on LinkedIn and other platforms where your audience is active.
Industry Forums: Share it in relevant groups and communities.
Paid Ads: Use targeted ads to reach a wider audience.
How white papers boost your brand authority
When used strategically, white papers can significantly enhance your brand authority. Here’s how:
Positioning as an Expert: With years of experience, you can demonstrate your expertise and thought leadership by sharing valuable insights with your audience.
Building Trust: Educational content shows you understand and care about solving your audience’s problems, fostering trust and loyalty. Building trust is key to nurturing your relationships with clients (and potential clients).
Differentiating Your Brand: A well-crafted white paper sets you apart from competitors who may not devote the time and energy needed to create high-quality content. This is especially true for small businesses, which frequently don’t have dedicated staff to create white papers.
White papers are a powerful tool for B2B small businesses looking to build brand authority, generate leads, and educate their audience. By following the steps outlined in this guide, you can create professional reports that establish your credibility and deliver real value to your clients and prospects.
Remember, crafting a compelling white paper takes time and effort. If you need support, consider working with a professional content editor to ensure your message is clear, compelling, and perfectly aligned with your brand. Your audience—and your business—will thank you for it.
I hope this post helps you to get started with white papers and building stronger relationships with your target audience. If you need help, reach out for a free 15-minute consultation.