What Is a White Paper? Learn How to Write Your Own!
Posted: Sat Feb 22, 2025 6:28 am
In 2019, 55% of B2B marketers used white papers according to the Content Marketing Institute (CMI). This type of content was also considered the most useful for the middle stage of the buyer’s journey in a 2019 CMI’s study. Given that, we can conclude that knowing what is a white paper and using it in your marketing strategies can help you create more effective campaigns.
White papers explore a topic related to the solutions your company offers. It has the potential to educate your audience and show your expertise, since it is usually based on research and statistics, influencing the decision-making in the purchase process.
Unlike other types of content, such as ebooks and blog posts, they allow more personalization and the usage of a wide range of features to achieve your strategy’s goals.
distinguish it from other types of content, explain its benefits to your malaysia cell phone number list company’s digital marketing strategy and show you why interactive white papers are more effective than the static ones. Let’s dive into it!
What is a white paper?
A white paper is a guide that presents detailed information about a topic related to the solutions that your company provides.
It should be focused on educating your audience, providing content that will be truly valuable and useful. As a result, you make them feel that your business is not trying to sell its services at any cost. Instead, it is more interested in offering the perfect solution to solve their problems.
To do that, your content must be based on solid and original research or statistical data from reliable sources.
Moreover, it is important to find a way to present your services without offering them at this content, which is more effective in the early and middle stages of the buyer’s journey.
This kind of content is not usually meant to try to convince the reader to look for a company’s service (except if it is going to be used in a final stage of the purchase cycle).
Therefore, a white paper often focuses on a problem that your company can solve, showing how it would help your prospects and presenting it as an option.
Consequently, when they are ready to look for a solution, they will consider your brand. One of the reasons is that content with these characteristics is enough to show that your company has expertise and authority.
To what purposes it can be used?
Among the main goals to use this type of content, we can mention attracting prospects, generating leads, and building credibility to the brand.
For instance, to grant access to the material or download it, you can use a lead-form. After reading your white paper and realizing that it is valuable, the audience is more likely to give you information.
Although it is an in-depth content, requiring more time to be read, it presents the information in a more dynamic way than a business report, for example.
A white paper is not just a combination of data derived from research, it brings other relevant aspects to your audience, demonstrating that your company acknowledges its problems and is willing to make an effort to solve them.
<!–[if lte IE 8]>
<![endif]–>Get a quote for an ebook or white paper right now! hbspt.cta.load(355484, ‘9f8dbb01-70e0-4e69-b97f-492aa0ba8c4a’, {});
What are some of its benefits?
Among the main advantages that the usage of white papers can bring to your company, there are:
increases quality leads generation — you can include a lead form on your white paper. It is a good opportunity to do this because, in the face of valuable content, your audience will be more likely to give you pieces of information such as their email address;
attracts prospects — since a white paper presents a topic related to your company’s solutions, you will attract people that are truly interested and have the potential to become customers;
boost your brand’s authority — this is possible because you present solid information about a topic that your company knows very well, proving that it has the expertise and capability to offer effective solutions to your customers;
brings differentiation — with this type of content, you can also show your audience what differentiates your solutions from your competitor’s;
allows measurement — make it possible to track and gather data about your prospects, which is useful to know what works well in your campaign and what you should change. With the aid of this data, you can take actions to enhance your marketing strategies.
What are the main differences between white papers and other types of content?
Sometimes, it is possible to feel confused in the face of so many kinds of content. For this reason, it is important to know how to distinguish them.
White papers explore a topic related to the solutions your company offers. It has the potential to educate your audience and show your expertise, since it is usually based on research and statistics, influencing the decision-making in the purchase process.
Unlike other types of content, such as ebooks and blog posts, they allow more personalization and the usage of a wide range of features to achieve your strategy’s goals.
distinguish it from other types of content, explain its benefits to your malaysia cell phone number list company’s digital marketing strategy and show you why interactive white papers are more effective than the static ones. Let’s dive into it!
What is a white paper?
A white paper is a guide that presents detailed information about a topic related to the solutions that your company provides.
It should be focused on educating your audience, providing content that will be truly valuable and useful. As a result, you make them feel that your business is not trying to sell its services at any cost. Instead, it is more interested in offering the perfect solution to solve their problems.
To do that, your content must be based on solid and original research or statistical data from reliable sources.
Moreover, it is important to find a way to present your services without offering them at this content, which is more effective in the early and middle stages of the buyer’s journey.
This kind of content is not usually meant to try to convince the reader to look for a company’s service (except if it is going to be used in a final stage of the purchase cycle).
Therefore, a white paper often focuses on a problem that your company can solve, showing how it would help your prospects and presenting it as an option.
Consequently, when they are ready to look for a solution, they will consider your brand. One of the reasons is that content with these characteristics is enough to show that your company has expertise and authority.
To what purposes it can be used?
Among the main goals to use this type of content, we can mention attracting prospects, generating leads, and building credibility to the brand.
For instance, to grant access to the material or download it, you can use a lead-form. After reading your white paper and realizing that it is valuable, the audience is more likely to give you information.
Although it is an in-depth content, requiring more time to be read, it presents the information in a more dynamic way than a business report, for example.
A white paper is not just a combination of data derived from research, it brings other relevant aspects to your audience, demonstrating that your company acknowledges its problems and is willing to make an effort to solve them.
<!–[if lte IE 8]>
<![endif]–>Get a quote for an ebook or white paper right now! hbspt.cta.load(355484, ‘9f8dbb01-70e0-4e69-b97f-492aa0ba8c4a’, {});
What are some of its benefits?
Among the main advantages that the usage of white papers can bring to your company, there are:
increases quality leads generation — you can include a lead form on your white paper. It is a good opportunity to do this because, in the face of valuable content, your audience will be more likely to give you pieces of information such as their email address;
attracts prospects — since a white paper presents a topic related to your company’s solutions, you will attract people that are truly interested and have the potential to become customers;
boost your brand’s authority — this is possible because you present solid information about a topic that your company knows very well, proving that it has the expertise and capability to offer effective solutions to your customers;
brings differentiation — with this type of content, you can also show your audience what differentiates your solutions from your competitor’s;
allows measurement — make it possible to track and gather data about your prospects, which is useful to know what works well in your campaign and what you should change. With the aid of this data, you can take actions to enhance your marketing strategies.
What are the main differences between white papers and other types of content?
Sometimes, it is possible to feel confused in the face of so many kinds of content. For this reason, it is important to know how to distinguish them.