A white paper is a document that provides information from an organization to promote a solution, product, or service. It is intended to help the reader understand an issue, solve a problem, or make a decision.
There are many different forms of white paper. In the commercial B2B market there are originally three different types.
There is the backgrounder, the numbered list, and the problem/solution. These three different types of commercial online white papers are most common.
The backgrounder provides the context of a situation or problem. This form of white paper is particularly suitable for presenting innovation in the market or industry. The intention, in this case, is to explain what the offered service or product is about and how they work.
This form of white paper is generally the shortest. The layout of this online white paper is simple and easy to read. A numbered list is well suited to promote a blog, online newsletter, or magazine.
A problem/solution online white paper describes a problem that occurs in the industry. It introduces the existing solution and its drawbacks, including the new improved approach. In this form of white paper, the reader can go through a number of steps. The steps include the current situation to the resolution of the problem.
Before you can write your online white paper, you have to go through a number of steps. Going through the steps will help you create a well-structured online white paper.
When finding the right topic for your online white paper, it is important that you choose a topic you understand. Since a white paper is an expert document, relevant and accurate information is of high importance.
There are also plenty of white papers. This is why it is important that you choose a subject that is still relevant to write about.
Now that you have found a relevant topic, it is also important to know whether the topic appeals to your target group. You may not get the results you want if your topic does not appeal to your target audience.
In step one, we already mentioned the importance of getting to know your target group. In step two, you dive deeper into this.
To have a clear picture of who your target group is, you can draw up personas. Personas are mainly used to get a clear picture of who your target group is. It is a detailed description of your customers. The persona you create is a fictional person who represents your target group. . A persona often contains background information, skills, attitudes, goals, and behavior patterns.
While creating your persona, you can also ask yourself a number of questions:
- How much does my target group already know about this topic?
- Where does my target group get its information from?
- What does my target group want to know more about?
- How will my white paper contribute to their knowledge?
You know your topic, you know who your target audience is and whether it is relevant to write for them on this topic. Then it's time to do some research.
As mentioned before, an online white paper is an expert document. There will be readers who will need your white paper. It is therefore imperative to provide information that is accurate. There will also be readers who are more knowledgeable about the subject. You do not want them to find any errors in it.
Therefore, do plenty of research so that no one can comment on it.
Once you have gathered enough information, it is time to give your white paper body. Like most documents, a white paper has a certain structure. Your white paper should contain at least the following points:
- Summary of the paper
All these points can, of course, be as detailed as you wish.
This may sound like a logical step. Yet it is often forgotten. A typo can ruin your professional white paper. Better be safe than sorry.
Writing a white paper thus serves to provide comprehensive information on a specific topic. You can therefore relieve your readers of a whole burden by providing a complete white paper.
With Greenzeen it will be possible to create your white paper. With the help of the tool, you will soon be able to put together your own personalized white paper that appeals to your target group.