Common types of white papers
- Problem and solution: describes a business problem and a recommended approach.
- Backgrounder: explains the technical or business details of a product or service.
- Research report: presents original data, such as survey results or benchmarks.
- Numbered list: a set of tips, questions or trends on one topic.
How to create a good white paper
- Choose a problem your target buyers care about, and research it properly.
- Lead with insight and evidence, not a sales pitch; save product details for the end.
- Use a clear structure, charts and an executive summary for busy readers.
- Cite your sources, and include original data if you can.
- Promote it with a focused landing page, email, social media and ads, and follow up with the people who download it.
White papers and SEO
A white paper hidden behind a form can’t be indexed. Publish a summary page with the key findings, so the topic can rank and earn links, and offer the full report as the download.