The Top 10 WhitePaper Samples (& Helpful Suggestions To Stand Out)

Structured white papers are extremely efficient advertising instruments when used properly. They permit companies to clarify selected services or products to shoppers or set up their firm as an authority within the trade they serve.

It’s usually revealed as an official firm doc and distributed to potential clients, traders, and different stakeholders. Companies usually use white papers to advertise their providers or merchandise.

They normally embrace an in-depth evaluation of a specific matter and a conclusion that provides worth focusing on readers. 

Many firms use Structured white papers to draw leads, significantly in industries equivalent to know-how or consulting. Nonetheless, creating an excellent one might be difficult—significantly if you happen to not conversant in technical writing.

Study all about white papers on this information. It covers 10 white paper examples and recommendations on the best way to write one yourself. 

Top White Papers Desriptions
Temenos White Paper Specialty in banking and monetary providers software programs
Zendesk White Paper programs for customer support, gross sales, and buyer communications
Cognizant White Paper way forward for the IT trade utilizing prime quality graphics
Nucleus White Paper examines the current, previous, and future states of monetary planning
BDO White Paper managed to rework a technical topic
BBN White Paper examines the impact and benefits of 5 distinct applied sciences on advertising outcomes
Mdg White Paper use the facility of content material to construct year-round curiosity
Cisco White paper comes with visuals to match corporate model, and tone is made for a selected demographic
ADP White Paper the payroll and human assets software program and providers market
Sungard Availability Companies White Paper Within the danger evaluation and administration trade

The best way to Write a White Paper:

What’s a Whitepaper?

A white paper is an authoritative report or information that helps readers perceive a sophisticated difficulty and gives suggestions for approaching it. 

Historically, white papers have been used to teach readers about services and products, however they’re now usually created as marketing paperwork meant to steer potential clients of their worth. 

eBook vs. White paper: What’s The Distinction?

White papers and eBooks are sometimes used interchangeably or in an identical context. However just a few distinctions exist between the 2, and you will need to know which one is acceptable for your corporation. 


There are various sorts of eBooks, however the most typical ones are used to present an outline of a topic. They use an extra informal tone geared towards readers who aren’t consultants in a discipline; thus, they’re extra conversational in fashion.

White Papers

White papers are finest suited to readers who’re already conversant in the topic mentioned and wish to study extra a couple of particular subtopic. White papers are typically extra correct, formal, and based mostly on strong evaluation.

What Is the Goal of Writing a White Paper? 

In advertising, a white paper is a brief doc that describes a brand new product or concept in-depth. It usually comprises detailed details about all points of that product, together with benefits and potential disadvantages. A white paper can be utilized as an total advertising product in quite a few conditions. 

Utilizing white papers to teach most people about new items, providers, or procedures is a wonderful means for companies to succeed in out to them. 

Firms in B2B marketing make the most of white papers to share details about their services and products with different companies within the trade. Social media companies may use white paper to research totally different content material methods for varied demographics. 

Who Makes use of White Papers?

For a few years, authorities companies, social media companies, consulting companies, and monetary establishments have used white papers to share ongoing analysis findings. 

Because of the sporadic progress of content material advertising and social media, white papers have change into more and more frequent. They are often shared on LinkedIn, Facebook, and even Twitter to direct followers to learn extra a couple of report. 

Varieties of White Papers

There are several types of white papers, however these 4 are the most typical.  

This sort of white paper compares totally different objects to help clients in making an knowledgeable choice. When a possible purchaser is already considering a product however would not know which one to decide on, these white papers are sometimes used as a information.

This sort of white paper presents an in-depth evaluation of a product’s traits and benefits. By studying this white paper, clients might study extra a couple of services or products.

  • Numbered Record White Paper

There are various similarities between this type of white paper and a blog post or an article. The checklist construction of this white paper makes it easy for a reader to absorb data, equivalent to recommendation or examples.

  • Answer-Based mostly White Paper

The answer-based white paper addresses a problem affecting the corporate’s trade, together with present options that are not working and a brand new resolution or strategy that outperforms the beforehand outlined options.

The best way to Write a White Paper (step-by-step)


We’ll stroll you thru the steps to generate your white paper on your firm within the following sections.

1. Set up targets

It’s important to have readability on the aim of your white paper and make sure that your objectives are aligned with the group’s wants.

2. Decide your goal readers

This subsequent step includes figuring out who your white paper is written for. Realizing and understanding your goal readers may help you make sure that your white paper is cohesive and impactful. If you recognize your viewers, you’d have the ability to set up a spotlight level that might be related and useful to them.  

Creating purchaser personas would possibly provide help to pinpoint the exact demographics of your goal market. A purchaser persona is a typical shopper demographic and psychographic profile that you could be use to focus on your advertising efforts.

3. Select your matter

Choose a topic that you’re conversant in and have huge data about. It is important to have satisfactory data and proof to again up your claims in white papers. As well as, you have to select a subject that might resonate together with your viewers. 

To get the outcomes you need, you should make sure that your matter is useful and interesting to your readers. In the event you’re feeling caught, there are some things you are able to do:

  • Discover out what your customers’ most outstanding points are by analyzing their suggestions by means of surveys, opinions, testimonials, and many others.
  • Encourage your workers to develop new concepts based mostly on what they’ve discovered from their interactions with shoppers.
  • Discover out what individuals are inquiring about in your sector by conducting market and website positioning analysis.

4. Conduct analysis

A white paper ought to deal with a specific topic to display a corporation’s experience. In the event you can, carry out excellent analysis or rent somebody to do the work. You may embrace outcomes out of your findings within the white paper. 

Impartial sources are largely dependable relating to substantiating your claims. A standard apply in white papers is utilizing footnotes or an APA-style citation construction.

5. Mount interviews

The experience and data of key personnel inside a corporation and outsiders will most likely be required. 

Interviews must be performed and after you may have completed a few of your analyses., you’ll be extra conscious of the particular data gaps you should bridge.

6. Create a white paper define and format 

Plan the stream of your white paper and start crafting a streamlined desk of contents. For essentially the most essential components of your materials, use high-level headers and subheadings to interrupt it into totally different sections additional. 

Every half ought to have an inventory of concepts and vital parts to handle. You’ll do each inside and exterior analysis to help these concepts.

7. Make the primary draft

Begin with an government abstract, which ought to have the ability to instantly catch the reader’s consideration. It ought to immediately tackle the reader’s issues, fears, or disappointments. This might assist set up your paper’s relevance. 

Do not present the answer in your abstract, because you need the reader to proceed studying. As a result of white papers aren’t advertising brochures, you must consider providing precious and unbiased data. 

Any reference to an organization’s services or products must be on the very finish of your paper, in a fairly brief half. A short comment within the government abstract can also be an choice. A name to motion must be included on the finish of your white paper as properly.

8. Evaluate and revise your draft

Regardless that a white paper might not essentially require a number of revisions, there is likely to be logical flaws and lacking factors in your preliminary draft. 

After finishing your first draft, take a break and return to it with a contemporary perspective. It’s even higher if you will get the help of one other gifted author in your staff to assist out.

9. Substantiate your content material

Solidify the worth of your white paper by backing up your claims with proof and legit references. 

Use dependable information, figures, quotations, and different information. It’s possible you’ll leverage data visualization methods like graphs, widgets, maps, charts, and many others.

The data you embrace in your white paper must be cited appropriately. Footnotes and feedback, and a concluding part itemizing sources can all be utilized to quote your sources within the textual content of your white paper. References ought to solely be cited if they have been confirmed for accuracy and are nonetheless legitimate. 

 10. Make sure that it offers actual worth

When writing a white paper, keep away from selling your organization. As a substitute, deal with offering your readers with varied useful data. An outstanding white paper shall be shared and ultimately learn by your audience.

As an organization or model, you must use white papers to display your data in a specific trade. If you would like your readers to belief you as a educated authority, they should study one thing new out of your piece. 

12. Edit and proofread it

A easy typo or extreme phrases within the headline would possibly damage your analysis and writing efforts. To ensure that their work is error-free, professionals use proofreaders. 

If you cannot carry out the modifying and proofreading alone, ask the assistance of peers or rent an expert. Investing the time and power is value making your work stand out.

13. Promote your white paper

It is not sufficient to compose the paper; you have to additionally make sure that it reaches your goal readers. Firms typically ship press releases to announce the publication of a brand new white paper. 

In the event you’re already energetic on LinkedIn or Twitter, these are platforms on which you’ll be able to focus on and distribute your white papers and studies. 

White Paper Writing Format

Right here is the usual writing fashion format of a white paper.



A paper’s title ought to entice the reader’s consideration and present the subject’s relevance. Hiring a copywriter who is aware of the ins and outs of compelling and persuasive headlines could also be value the price.

A white paper’s summary provides the reader an outline of what they might get from the doc. This could spark their curiosity and compel them to learn extra. 

The white paper’s downside assertion identifies the subject material. To make sure that the reader understands the issue, it should be defined within the white paper.

This part offers the background obligatory for the viewers to grasp the issue and the answer correctly. Data could also be modified to fulfill the person wants of the reader. For a white paper, it’s important to reveal the methodology utilized within the authentic research.

The answer of the paper will reveal the reply. This space of the white paper must be evident and obvious that the earlier sections have been addressed and solved.

When writing a white paper, embrace a concluding part that sums up all outcomes. In distinction to most company studies, white papers finish with a concluding abstract. On this half, make sure you present insight-based solutions.

A white paper’s credibility and trustworthiness closely depend upon its reference part. Don’t make any assertions with out citing your sources that your readers can decide to confirm.

10 Greatest White Paper Examples 

That will help you higher perceive  the best way to write a white paper, we’re sharing 10 examples from totally different organizations in varied industries.

1. Temenos White Paper

Temenos is a software program enterprise that makes a specialty in banking and monetary providers software programs. Considered one of its white papers talks about open banking and might be categorised as an outline white paper, because it comes with a complete report. Detailed visuals are additionally used with infographics to characterize information.

Temenos White Paper

View the white paper


2. Zendesk White Paper

Zendesk is an organization based mostly within the U.S. This firm gives software programs for customer support, gross sales, and buyer communications. Its white paper particulars buyer’s expertise within the firm utilizing partaking graphics and visuals. 

Zendesk White Paper

View the white paper


3. Cognizant White Paper

Cognizant is a well-respected supplier of know-how providers and consulting in the US. This white paper explains the way forward for the IT trade utilizing prime quality graphics. 

BDO White Paper

View the white paper


4. Nucleus White Paper

One of the crucial standard wrap platforms within the trade is Nucleus. Its white paper examines the current, previous, and future states of monetary planning.

Nucleus White Paper

View the white paper


5. BDO White Paper

On this white paper, BDO, the world’s largest supplier {of professional} accounting providers, managed to rework a technical topic into one thing that is each fascinating to learn and entertaining.

BDO White Paper

View the white paper


6. BBN White Paper

BBN, a number one B2B advertising agency, launched a white paper that examines the impact and benefits of 5 distinct applied sciences on advertising outcomes.

BBN White Paper

View the white paper


7. Mdg White Paper

Mdg has an excessive bar to fulfill as a widely known marketing-driven firm. With the assistance of this well-designed white paper, it explains the best way to use the facility of content material to construct year-round curiosity.

Mdg White Paper

View the whitepaper


8. Cisco White paper 

In the case of networking gear, information safety providers, and different high-tech providers and merchandise, Cisco is unmatched. Its white paper on networking is a complete 19-page textual content about utilizing your aggressive edge in advertising. It comes with visuals to match the corporate’s model, and its tone is tailor-made for a selected demographic. 

Cisco White paper

View the white paper here


9. ADP White Paper 

ADP is a serious participant within the payroll and human assets software program and providers market. Considered one of its whitepapers talks about coping with payroll stress for small companies. Lots of its shoppers are small and medium-sized enterprises that wouldn’t have the assets to construct up their HR groups to automate payroll. So, this white paper is very precious to their audience. 

ADP White Paper 

View the white paper here


 10. Sungard Availability Companies White Paper

Within the danger evaluation and administration trade, Sungard AS is a widely known identity to many. That related authority could also be seen in their white paper that talks about the planning and growing of an enterprise continuity plan. The white paper is split into 4 components and each is mentioned intimately. 

Sungard Availability Services White Paper

View the white paper

Recommendations on The best way to Write a Good White Paper

You may enhance your white paper by following these design tips and finest practices, it doesn’t matter what software program you employ.

Your white paper’s title is the very first thing individuals see. Potential readers might not trouble to learn additional in case your title doesn’t stand out.

It’s doable to boost a title by together with a daring declare, a major quantity or wording, a deadline, or a quickly approaching promise. You may generate many potential titles earlier than testing them. 

  • Distinguish between white papers and different types of writing

In the event you’re producing a white paper, you are writing a couple of particular matter or discovery, not merely a case research. White papers are more and more being distributed as interactive e-books, with quite a few pictures, hyperlinks, and even interplay instruments, fairly than as static PDF recordsdata. 

E-books selling services and products are sometimes shorter, include bullet factors or brief overviews of the merchandise/providers, and will not comply with the white paper’s typical issue-solution-outcome (ISO) construction.

  • Maintain your goal in thoughts

White papers’ main objective is to generate and nurture new leads. Whether it is written accurately, a white paper might construct confidence and result in high-value gross sales conferences. Construct a powerful case on your idea by interviewing related individuals and performing thorough analysis.

  • Use a conversational fashion of writing

Concern of writing is a standard phobia amongst entrepreneurs. If you wish to be perceived as reliable by your viewers, you should sound real and useful. So, simply write in a pleasant, conversational tone. 

There is no want to make use of prolonged, sophisticated statements or trade jargon. Rent an editor if you happen to’d need your remaining copy to be extra polished.

It is important to accompany a well-written white paper with an eye catching design. Readability is enhanced by together with visible aids equivalent to charts, graphics, coloration, and a clear structure. 

Together with related graphics might make your white paper extra readable and comprehensible. To extend model consciousness and belief, make sure that the design aligns together with your company id.

  • Set up the credibility of your data

Utilizing white papers, your corporation can spotlight services and products and the benefits they provide to clients. It’s not sufficient to say that your options are higher than these of your rivals, primarily as a result of everybody in your trade is making the identical declare.

So white papers should be reliable. Whether or not that information comes from a real consumer undertaking or a research performed by analysts, your services or products claims should be supported by proof.

  • Keep away from utilizing advertising terminology in your content material

The content material of a white paper must be interesting, but it surely shouldn’t be hard-sell or jargon-loaded. The really helpful resolution must be supported by information and logic in a white paper. 

Companies trying to rent advertising companies search for a well-researched and balanced place supported by information and information whereas studying a white paper. Current a well-supported case research to clarify how your distinctive resolution might profit their firm and in the end enhance gross sales. 

  • Have interaction your reader’s feelings

It’s essential to choose a subject that connects together with your audience in order for you individuals to be considering your content material. Herald readers by talking about their considerations and challenges, then focus on your resolution’s optimistic results on the reader’s skilled and private life. 

It’s possible you’ll excite and interact with your viewers by recounting the story of the way you got here up together with your inventive resolution.

  • Do a number of platform promotions and testing

The extra you interact with your audience, the extra downloads your white paper will get. Essentially the most environmentally friendly solution to getting your white paper in the entrance of your goal purchaser is to put it up for sale on varied platforms. 

You want a well designed landing page in order for you individuals to obtain your white paper and supply their contact data. 

  • Management of the revision course of

When you have circulated your white paper to many individuals for analysis, you must nonetheless keep inventive management and ensure the paper’s details nonetheless stand. 

The upper your capability to train management over the method, the decreased your stress stage relating to the ultimate output. It’s doable to realize this by putting the white paper on a collaboration website, like Google Docs, and asking for suggestions from others. 

One other alternative is to ship your white paper by e-mail. Each piece of entry must be saved in a single location, and the primary doc must be modified to include any criticism and solutions. 

Last Ideas

White papers are wonderful instruments for establishing an enterprise’s capabilities. With the assistance of white papers, your advertising efforts might be strengthened whereas enabling your corporation to face as an authority in your trade. 

Clients are extra receptive to well-written papers than they’re too brazen commercials. It’s not a simple job to put in writing a superb white paper however the effort and time required to generate a paper that shares your organization’s experience and contributes to the development of your sector are worthwhile. 

In the event you comply with the guidelines outlined in this information, particularly crafting an excellent title and offering worth, you’ll certainly acquire your readers’ consideration. 

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