white paper writing

Since 90s, the term white paper has been applied to B2B marketing and represents tips or questions about some product, strategy, etc. Crafting a write paper can be challenging, but the effort will be worthwhile it if makes you develop a reputation as an expert in your field. The “meat” of the paper is a matter of style, but the bones of the piece can be covered with these 5 essential white paper writing tips.

1. Choose a topic that will catch your reader’s interest.

Before you start to put together your white paper, you will need to decide what you are going to write about. Knowing your audience is one of the keys to writing a well-received paper. Is there a specific type of problem they are facing right now? Write about it. You could also decide to deliver a case study of a successful company in their industry.

2. Keep the focus of your writing on the value you bring to the reader.

Remember that you are writing the white paper for the reader. It is not meant to be copy to promote your company’s product or service. If you want to use it to turn a reader into a customer, you will need to make sure it is packed full of helpful information and tips.

3. Write an outline of what you want to cover in the white paper first.

You need some kind of framework to keep you on track to write an effective white paper. Once you have a main idea you want to focus on, start expanding on your topic by figuring out how you can expand on it into some subtopics for discussion. Remember to incorporate evidence into paper; however, you don’t need to start filling in a lot of detail at this point. Just put down enough material so that you have a basic idea of how the ideas will flow on the paper.

4. Get your first draft written and then edit.

Don’t be too concerned about “getting it right” the first time around. A first draft is called a draft for a reason. It may end up bearing little resemblance to the white paper that ends up being published, and that’s perfectly fine. You need to start somewhere, and your first draft will give you a baseline of text that you can edit.

You may even decide that you need to throw out whole sections of the white paper and rewrite them. This is not unusual when working on a writing project. Your second draft will be better. Some people even write a third version of a piece before they are satisfied with the result. Keep editing and polishing until you feel that it gets the point across.

5. Proofread, proofread and proofread.

Before you release your white paper, go over it with a fine tooth comb. It may be helpful to have someone else review the work. When you have looked at the same piece of writing several times, it’s easy to overlook spelling errors or awkward phrasing. They tend to fade into the background and become almost part of the furniture. Having a fresh set of eyes can give you a new perspective on your writing and give you insights into things you may have missed. Don’t hesitate to enlist the help of a trusted colleague to lend you some support in this area.

Since the idea behind writing a white paper is to establish your company as an expert in its field, you don’t want to miss any details that would tend to present it as anything less than stellar. Keep these 5 essential white paper writing tips in mind when working on this type of writing project. They will help you present your firm in the best possible light.