When you think of white papers, you immediately think of long, jargon-heavy, intensively researched academic reports. In a word—boring.

But they don’t have to be.

True, white papers rely heavily on research. However, when done right, they can help establish your business as an authority in your niche. It helps your audience solve problems and gives you an opportunity to generate good leads.

Unfortunately, too many marketers churn out white papers just for the sake of publishing one, with no thought or regard for actually producing something relevant their audience will want to download. So, to answer your question, and make sure your efforts will reap measurable results, here’s how you can go about writing a white paper.

1. Take the time to figure out who you’re writing for

What you write about is anchored on who you’re writing for. You have to have a clear idea of who’s going to read your white paper. Consider factors such as what problems you will solve that tie back to your products or services. What new ideas can you help generate that show your expertise on the subject matter.

A white paper is essentially a deep dive into a topic that will help reinforce your knowledge of a specific subject. Make your content purposeful and align your content to that goal.

2. Craft an outline

White papers tend to be longer than your traditional blog post. Therefore, it definitely helps if you’re guided by an outline that ensures you present a consistent flow of ideas in a cohesive and comprehensive way. In my case, I prioritize creating an outline, developing an executive summary, an introduction, sub-headings, and a conclusion.

3. Research, research, research

White papers are fact-based and well-researched. This isn’t the platform where you can present editorialized opinions about a subject matter. Everything you write and claim has to be backed by research. Not that you don’t have room to provide unique insight, but you always have to be able to find objective sources to back it up. Cite statistics and find quotes. This helps communicate to your readers that you did your due diligence about the subject matter you’re tackling.

4. Be conscious of your style and tone

White papers are professional in tone. They are more formal than content you’re probably used to creating simply because it’s meant to highlight your authority and expertise. Be conscious of this fact as you go about drafting your material.

5. Manage expectations and be consistent

If your white paper’s headline says you’re going to talk about one specific subject matter, be sure to stick to it. Take the time to actually develop content that will help address this specific need and provide the information necessary in delivering on your promise. Otherwise, you succeed only in wasting your audience’s time.

There you have it! Hope this answer helps. If you have any questions, please feel free to reach out to me via Leadspanda so we can continue this conversation.