Complex issues require complex analysis. If you want to delve into dense, industry-specific topics, you’ll need a more substantive medium than a blog post or a TikTok video. One way that experts discuss complex subjects is through the use of white papers.
White papers communicate expertise, valuable insight, thought leadership, and in-depth explorations of topics. Small businesses and ecommerce companies can create white papers to educate and persuade colleagues and customers alike. Here’s a primer on writing white papers, plus a white paper template to get you started.
What is a white paper?
A white paper is a document that conveys detailed information about a subject of the author’s expertise. The concept started with government white papers, reports that compiled important public information on a topic of interest. These days, the term describes a highly informational document that is available for public consumption.
White papers have a target audience (for example, a marketing white paper about generating leads might target sales executives), and they contain extensive research findings and analysis. White papers use research findings to note key takeaways and suggest a course of action.
While anyone can write a white paper, these documents are generally most effective when drafted by an expert or thought leader who can offer detailed knowledge and valuable insight to readers. Authors comfortable creating long-form content with an authoritative tone will likely write the best white papers.
Types of white papers
- Government white paper
- Technical white paper
- Educational white paper
- Strategic white paper
- Product white paper
- Marketing white paper
- Business white paper
A wide range of entities use white papers for a variety of purposes, but ultimately all of these documents exist to educate readers and analyze key insights. Here are some common types of white papers:
Government white paper
Government agencies produce white papers to present policy proposals, regulations, or recommendations. In many cases, the primary goal of these documents is to inform and influence public opinion or legislative action.
Technical white paper
Technical white papers provide detailed explanations of complex technologies, processes, or work methodologies. Engineers, developers, and IT professionals are usually the target audience for technical white paper content.
Educational white paper
This type of white paper offers insights, research, or academic perspectives on a specific topic. You can often find them in academic or educational settings where the goal is to inform or teach, but businesses can also use them to inform readers about topics they might be curious about.
Strategic white paper
Organizations use strategic white papers to delineate long-term goals, strategies, and plans. Most companies return to strategic white papers to guide decision-making and align stakeholders with a common vision.
Product white paper
Businesses leverage product white papers to describe the features, benefits, and use cases of a specific product or service. These documents exist to inform potential buyers and ultimately influence purchasing decisions.
Marketing white paper
This white paper format focuses on market research, trends, and strategies to help businesses improve their marketing efforts and reach their target audience. In these types of white papers, it’s common to see data visualizations like pie and bar charts illustrating important points.
Business white paper
A business white paper explores industry-specific challenges and solutions. They may be distributed internally for purposes like strategic planning and employee engagement, or shared externally with a cohort of professionals in the same industry.
White paper example
For an example of a business white paper, consider Shopify’s “Path to a Performant Checkout” whitepaper. This approachable 12-page document includes an eye-catching title page, a short table of contents that provides an overview of the paper's main themes, and four sections set off by colorful titles.
This white paper outlines the key factors that contribute to successful checkout flows on ecommerce stores—conversion, scalability, simplicity, and adaptability. Each of these attributes is explained within the white paper and backed up with data and examples. The end result is a paper that is thorough, engaging, and easy to read.
How to use white papers in ecommerce
- Education and training
- Buyer’s guides for prospective customers
- Product benefits demonstrations
- B2B marketing
- Lead generation
- Content marketing
If you think white papers are the domain of large-scale corporations and government agencies, think again. White papers can be a valuable tool for small businesses and ecommerce merchants, since they can provide valuable insights on everything from generating leads to product design. They can be used to drive organic website traffic and bolster B2B relationships. Here are a few valuable uses for white papers:
Education and training
White papers can help ecommerce businesses explain to users how to use complex products and services. For instance, fitness equipment company Pullup & Dip provides exercise training guides for current and potential customers. You can dedicate an entire white paper to a single training concept, or you can create chapters that delve into individual concepts, perhaps with a step-by-step guide for each.
Buyer’s guides for prospective customers
White papers can also serve as digital marketing tools. Specifically, they can provide detailed descriptions of your company’s products and services.
This is the case with luxury metalwork company Haven’s sink-buying guide, which breaks down Haven’s offerings based on specs and key features. In this context, a great white paper will present your products or services as a solution to customers’ problems and pain points. By showing that your business understands the customer’s point of view, you can guide potential buyers through the customer journey.
Product benefits demonstrations
A white paper can thoroughly explain the benefits of your products and services. For instance, solar panel company Sunology published a white paper that breaks down the cost savings of using solar energy. You can publish these types of white papers for the purpose of brand positioning, highlighting what sets you apart from competitors and laying out your unique value propositions.
B2B marketing
For ecommerce businesses that specialize in B2B sales, white papers can be an effective way to communicate with other businesses. They could feature educational information about industry trends, making them appealing learning materials to your cohort. You can post these white papers on business-centric social media platforms like LinkedIn or in industry-specific journals.
Lead generation
Ecommerce businesses can also use white papers for lead generation. For instance, you might offer a free white paper in exchange for contact information. This can help you grow your email lists and generate qualified leads for future marketing efforts.
🌟Developing a LinkedIn marketing strategy for your business can increase visibility among professionals, helping you not just increase sales but also find new talent.
Content marketing
White papers can play an important role in your business’s content marketing strategy. Content marketing drives organic traffic to your website and builds trust with your audience. White papers can cover a wide range of topics. For instance, footwear company Manitobah and clothing brand Pangaia have both published white papers on their social impact. Toymaker Mattel issued a white paper tied to its Barbie franchise on the benefits of play.
How to write an effective white paper
- Define your target audience
- Choose a template
- Start with an executive summary and table of contents
- Incorporate original research
- Provide in-depth analysis and expertise
- Maintain consistency in branding
- Provide a call to action
- Include an eye-catching cover
- Pepper in appealing design elements
- Use your white paper for marketing
When properly crafted, white papers can bolster your reputation among industry peers and prospective customers. To ensure this happens, take care to pack your white paper with plenty of original research and insights. You’ll also want to format your white paper to catch the attention of prospective readers. (Yes, white papers can be more than plain black text atop white space.) Here are some tips to make your white papers as effective as possible:
Define your target audience
Knowing your target audience will help you tailor the content of your white paper to your readers’ needs and interests. For example, if you are targeting tech industry CEOs, you might focus on the return on investment (ROI) of your product. If you decide to target software engineers instead, you might provide a technical explanation of how to use your product.
Choose a template
Select a template for your white paper design. Wall-to-wall text can be overwhelming, so find one that uses white space to break up your prose and highlight important sections. Bear in mind that your paper may be read on a mobile screen. Make sure the text is legible and that important key points are easy to find. Break up large chunks of text with headings and subheadings to make your information easier to scan.
Start with an executive summary and table of contents
Begin your white paper with an executive summary that provides a concise overview of your key points. This helps readers know what to expect, and it encourages your audience to read the entire document. You can also add a table of contents to help readers easily navigate to the sections they’re most interested in.
Incorporate original research
Center your white paper around your own original research and proprietary data. This adds credibility to your white paper and demonstrates your business’s authority on the topic at hand. For example, Mattel’s white paper on the benefits of play is based on research done through a partnership between the company and Cardiff University.
Provide in-depth analysis and expertise
It’s not enough to dump large troves of data into your white paper. You must also analyze the data and provide original insights. This can help establish you as a thought leader and establish the value of your company.
Maintain consistency in branding
Throughout the white paper, maintain consistency in your use of language, brand fonts, color scheme, and overall aesthetics. If you use pink as an accent color in the first section of your white paper, use this color throughout. If you write the word “ecommerce” early on in your white paper, don’t shift to “e-commerce” halfway through. Consistency helps reinforce your brand identity and makes your white paper look polished and professional.
Provide a call to action
White papers should go beyond educating readers to persuade them. What should your audience think now that they’ve learned about the topic at hand? Make sure your white paper delivers a compelling argument and provides a clear call to action, whether that’s a nudge to browse your ecommerce store’s products or a suggestion to consider the sustainability benefits of your business.
Include an eye-catching cover
Create an eye-catching cover for your white paper that captures readers’ attention and reflects your brand’s identity. For example, if your white paper is meant to appear on the landing page of a website, include a cover page that encourages people to click and read.
Pepper in appealing design elements
Add design elements like charts, infographics, and images to break up the text and make complex information more digestible. These elements also contribute to the overall white paper design and keep readers engaged.
Use your white paper for marketing
Include your white paper in your arsenal of marketing tools. Promote it on your website, include it in email campaigns, and link to it on social media.
White paper example FAQ
What is the purpose of a white paper?
The purpose of a white paper is to inform and persuade readers on a topic or issue in which the author has authority and expertise.
What is the difference between a report and a white paper?
The difference between a report and a white paper is that a report typically presents data and findings in a neutral, objective manner, while a white paper aims to inform and persuade by providing detailed analysis and advocating for a specific solution or perspective.
Who uses white papers?
Academics, government leaders, policy advisers, business owners, and marketers are among the people who use white papers.
