White papers can serve as a powerful marketing tool by providing detailed insights into complex issues, ultimately educating your audience. The primary goal of a white paper is to present facts and arguments that persuade readers that your product, service, or strategy is the best solution for their specific needs.
In today’s fast-paced business environment, customers and prospects are eager for valuable information but often short on time. They appreciate practical, targeted guidance that addresses their unique challenges. While many are wary of overt advertising or sales-driven content, they are more likely to trust white papers that are informative and grounded in facts.
White paper length
Unlike a blog post, which typically ranges from 300 to 1,200 words, white papers generally fall between 1,500 and 5,000 words, spanning 6 to 20 printed pages. The length should be determined by the complexity of the topic and the depth of information provided, as the quality of content is far more important than sheer quantity.
Non-promotional title
The title of a marketing white paper should be serious and straightforward rather than clever or promotional. For example, while a product brochure might use a headline like Process Three Times as Many Radishes with Our Veeblefetzers, a white paper on the same topic might opt for a title such as Evaluating Processing Alternatives for Radish Production.
Focus on the issue, not the company
Effective white papers often start with a brief section that outlines the customer’s problem or challenge. This approach helps establish a connection with the reader, showing that you understand the issues that are causing them concern.
Examine solutions
Next, delve into the various solutions that have been developed to address the problem or challenge. After a general overview, analyze the pros and cons of each option. The most compelling white papers focus on presenting facts and maintaining a general tone. You have the opportunity to choose which facts to highlight, allowing your product or service to naturally emerge as the most favorable option. Discuss the benefits of your solution in general terms rather than overtly promoting it. If you present the information effectively, readers will draw their own conclusions about the superiority of your offering.
Inform, don’t sell
It might be tempting to go into great detail about why your Model SD60M is the best product on the market, but doing so can undermine the objectivity you’ve worked to establish. Instead, conclude your white paper with a brief section that describes your product or service, followed by a shorter description of your company. This approach preserves the informative nature of the white paper while subtly reinforcing the value of your solution.
