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A young woman holding pie charts related to writing white papers

White papers are a valuable source of information in the B2B sector. Businesses rely on them to raise awareness about a product or service, generate leads, promote business solutions, and much more. However, creating these documents is no easy task. It requires a lot of time and effort to produce documents that organizations will consider trustworthy to do business together. So, if you are an in-house writer, a freelance writer, or just starting, here are some tips to help you write your next white paper.

Helpful Tips When Writing A White Paper

  1. Plan – Planning is critical when creating a white paper. Be strategic in how to acquire information that will help you write this document. Seek help from subject matter experts and other professionals within the company to get an idea of the goal or purpose of the white paper. Planning should involve identifying what challenges need to be addressed, who the target audience analysis is, the organizational methods, documentation formats, design, and more. Depending on the company’s objectives, the planning stage will vary, but it should be thorough. A B2B wants to know if your business is the solution to their problems. During the planning phase, make every word count, do not waste time. Be straightforward about how and why organizations need your services. Do not discourage organizations from reading your white paper that is full of fluff. You will only waste valuable time.
  1. Type of white paper – There are different types of white paper documentation. According to Gordan Graham, a leading expert in writing this type of documentation, there are three types of white papers commonly written today: a Numbered list, a Backgrounder, and a Problem/Solution. Other kinds include business benefits, educational, technical, hybrids, and countless others. Each white paper has its purpose and requirements. When you figure out what type aligns with your product or service, it will be easier to write and navigate through your research on what to include and what to exclude.
  1. Timeframe – Do not procrastinate. While it may seem obvious, some writers may feel they can knock out a white paper in no time. If you are one of those individuals who can do that, that is great. But for others, give yourself enough time to include research, revisions, and the dreaded moments of writer’s block. Figure out a method of writing that best suits your needs so you can develop ideas efficiently. Also, try to find a reliable colleague who can help you refine and pinpoint the arguments or ideas you are trying to express in your white paper.

What Major Details Go Into A Successful White Paper?

A piece of white paper and a pencil

  1. Design – As mentioned above, finding SMEs to assist you is valuable. For example, designers should be a part of your team and research. Work alongside them to determine eye-catching but appropriate visual elements. It is imperative to blend guidelines of writing with their design rules. Because of technology, the white paper of yesterday is not the same as today’s modernized version. Today, designers can help make your white paper interactive with animations, motion charts and graphs, videos, social media features, and more. Working with a designer ensures that you do not present a dull document. Instead, you will provide a white paper that is engaging for your audience.
  1. Feedback – Receiving feedback may be difficult for you to take, but when it’s constructive it will help you in the long haul. As a writer, welcoming feedback about your third or fourth draft will only improve your document. Furthermore, whatever constructive criticism you get this time around will help you in the future the next time you have to write a white paper.
  1. Distribution – So, how will your audience find it? During the planning stage, determine the potential ways you may want to market your white paper. By the end of the project, it might change, but at least you have a few ideas in mind. Promoting your document to potential leads may include landing pages, blog posts, emails, social media, press releases, ads, and other avenues. Your product, service, or technology may be the solution to a B2B problem, but if they cannot find your white paper, all of your hard work goes unnoticed. Make sure you attract your target audience and other potential clients as well


Creating a white paper is a great B2B marketing tool, even though it will take some time and effort. Constructing a well-thought process will speak to audiences that your business can provide the solution to their problems. Which in turn generates high-value leads and establishes credibility in your respective industry.

How Can EDC help?

At EDC we have professional technical writers who can create, edit, or enhance white papers for every industry. Whether it is for the Software, Automobile manufacturing, Medical, Education, Finance, or Aerospace sector. With over thirty years of experience, the technical writers at EDC are equipped with technical knowledge to create and develop responsive white papers your client will engage in during this digital age.

Whether you need a single technical writer for a brief project or a team of consultants to produce a complete line of documentation, we guarantee the quality of our work. We provide an Engagement Manager from one of our 30 local offices for the entire length of your project at no additional cost. Contact us at (800) 221-0093 or [email protected]

Written by Kimberly Jones