INTRODUCTION: WHAT IS A WHITE PAPER?

White papers are great examples of marketing collateral that exhibit your authority over a chosen niche.

Mostly, they are long-form content intended to educate the target audience, that delve deeper into industry trends, issues, and policies and explain its causes, implications, and benefits.

Companies, public institutions, governments, universities, and individuals publish white papers to address an industry problem to propose their solution to it.

That way, their product/solution has better recall value than its competitors.

According to the B2B Content Marketing 2018 Benchmarks, Budgets, and Trends report, white papers are one of the top 4 most effective types of marketing collateral preferred by 71% of companies.

Content marketers across industries use white papers as potential tools for sales. But, a lot of effort, time, resources, and money goes into creating it.

So, how do you ensure your white paper gives you more bang for your buck?

We have condensed our research of more than 70 white papers across industries and have drawn the below insights that will help you create the best white papers.

"White papers are long-form content intended to educate and inform the target audience. They delve deeper into issues, trends, and policies, and explain their causes, implications, and benefits."

Learn the 8 steps to writing awesome white papers with free templates.

Creating a white paper needs a lot of work even before you begin working on the core structure.

Planning, stakeholder signoff, SEO strategy, value proposition, and ability to drive revenues are vital factors that you need to consider before putting pen to paper.

Let's look at how some of the most famous companies are doing it effectively. Jump to the best white paper examples in your industry:

• Financial Services
• Healthcare
• Insurance
• Manufacturing
• Retail
• Technology
• Transportation
• Across Industries
• Non-Profits 

To make it easier for you, we have outlined below the best practices that you can implement while creating white papers that will resonate with your target audience:

THE PURPOSE OF A WHITE PAPER

This ever-so-important marketing collateral that’s stood the test of time is used by companies, public institutions, governments, universities, think tanks, and consultancies (yup, the list is quite long).

But, each one uses them in their own special way. 

So what purpose does a white paper really solve? Good question. Let’s dive into the specifics.

Establishing Thought Leadership:

Well-written white papers demonstrating unique knowledge help solidify trust and credibility in your brand. 

White papers with in-depth research and analysis allow you to showcase your expertise, distinguish your brand and stand out as an authority in a topic or specific industry.

Remember, people are more likely to buy from a brand they trust and respect, so make sure you represent it well.

Driving high-quality traffic:

Learning followed by persuasion has proven highly effective in conversion. By building a top-notch lead pool that will likely provide contact information in exchange for white papers, you can simplify the process of creating a concrete, reliable mailing list.

White papers also serve as solid conversation starters, because you know what your lead is looking for.

Collaborating with potential partners and product evangelists:

The benefits don’t stop there. Think bigger and look beyond your organization.

White papers allow you to attract evangelists from different communities.

They will spark interest, cultivate support, and open doors for partnership opportunities that could act as acquisition channels for your brand.

IDENTIFYING THE TARGET AUDIENCE FOR WHITE PAPERS

Writing a white paper is like telling a knock-knock joke;

it won't work if no one's there to respond with "Who's there?" So, when you invest time in writing a white paper,

you must know who your readers will be. Ask yourself, "Who's going to read my white paper?"

Business Executives and Decision Makers:

Senior executives are often the decision-makers in their organizations and are responsible for strategic planning and investment decisions. 

Well-researched white papers can influence their judgment. 

Industry Professionals and Specialists:

This category includes professionals seeking industry-relevant knowledge to enhance their work.

White papers prove valuable for engineers, doctors, lawyers, researchers, and analysts, bridging the gap between theory and practice, and fostering professional growth.

Internal Teams:

Prospective employees can benefit from white papers as they share insight into a company’s vision, values, and line of thought.

At the same time, they help fill knowledge gaps within the firm for current employees.

Researchers and Academicians:

White papers are platforms for presenting research findings, academic studies, and technical analyses to a broader audience.

They also serve as supplementary materials for students studying relevant subjects and provide case studies for teaching purposes.

Government Experts and Policymakers:

These personas use white papers to propose policies, outline government ventures, and address critical issues.

Consequently, they become a medium to influence policy decisions and shape public initiatives.

Investors and Venture Capitalists:

Startups and companies seeking funding use white papers to present their business plans to potential investors and venture capitalists.

These white papers state the value proposition and present investment opportunities that are seeking financial support.

WHAT IS THE BEST FORMAT FOR A WHITE PAPER?

Even the best white papers vary in structure.

These pointers will give you a general idea of a paper’s multiple components.

However, remember to experiment and see what works best for you.

Before you start writing, create a content outline to serve as a blueprint to guide your progress as you develop and write your white paper. 

Your outline could look like this:

Executive Summary:

Focus on developing an attention-grabbing executive summary to engage your readers effectively.

Your readers will encounter this section first and use it to decide if they want to continue reading.

A well-constructed summary should provide a mix of the following building blocks.

Introduction:

Including the problem statement in your introduction is a good idea, as it immediately arouses curiosity.

An appealing and educative introductory section will incentivize readers to continue. Think of it as an elevator pitch.

What should this section ideally include? The clearly defined purpose that the white paper is trying to accomplish.

Research and Data Analysis:

This section offers a comprehensive topic investigation, drawing from reputable sources and empirical data. It should mention the literature review conducted and the methodologies used.

The analysis interprets the collected data by providing insights and support for proposed claims. 

Tables, charts, graphs, and diagrams will make this content visually appealing.

Proposed Solutions and Implementation:

This part builds on the previous section and recommends a solution for the problems identified.

The solution may be a product or course of action.

While presenting your value proposition is essential, avoid taking a hard-selling approach.

Instead, demonstrate to your readers how the proposed solution directly applies to their situation, highlighting its potential benefits, such as Return on Investment (ROI).

Conclusion:

The conclusion serves as the summary of the entire white paper. It’s what your readers will remember, and remember well.

Many will choose to focus on this chunk of the paper alone, so make sure it has notable influence. 

Any conclusion should close out with a Call To Action button for your white paper to deliver value. This could be a free consultation or demo of your product.

Platforms like Cleverstory are pushing boundaries, turning these often static documents into highly engaging, interactive experiences.

With a plethora of templates at your fingertips, you don’t need to start from scratch and can go about building a dynamic white paper.

Common Mistakes to Avoid in White Papers:

With a deluge of white papers out there, it’s understandable to feel overwhelmed and label them “redundant” or “unnecessary”.

 Here are some common but avoidable mistakes content marketers fail to pick up,

• Losing sight of the purpose:

          Addressing a specific business need is at the heart of this marketing collateral.

          Writing a bland, one-size-fits-all piece is likely to fall short.

           White papers that show you how you’re different in knowledge, opinion, and innovative thinking will help you stand out.

• Missing the fine line between fluffy and engaging:

          Readers want you to avoid beating around the bush and wasting their time.

          While essential, efforts to capture and retain attention must stay within the paper. 

          Ask your audience what they’d want to consume. This will make your white paper highly relevant and pique your readers’ interest.

• Choosing an Uninteresting Title:

          If it’s not a catchy title, it won’t work.

          Vague, generic, textbook-like ones won’t communicate value. Try to be specific, descriptive, and result-driven to arouse interest.

           At the same time, over-the-top titles will push readers away. Consider taking a minute to brainstorm titles to ensure it grabs your readers' attention.

• Failing to add structure:

          Your readers will not resonate with a wall of information.

          Clearly defined sections, subheadings, and topic sentences offer readers a coherent, smooth reading journey.

          A well-defined layout, bullet points, adequate spacing, and well-timed breaks will make your content easier to consume.

Additional Read:  Here are some content marketing mistakes you should avoid.

WHAT IS THE IDEAL LENGTH OF A WHITE PAPER?

There is no such thing as 'ideal length' for a white paper.

However, every page must add incremental value to the reader. Keep the curious reader hooked on with new things that they weren't aware of in every sentence that you put out.

It is easy to get carried away by all that you want to write, but your readers may not be interested in knowing them.

If you are publishing a white paper titled "5 ways to prevent cardiovascular diseases," then readers will look for the text under the bullets that speak about these five different ways.

So, devote maximum effort in making this portion of the document valuable for them. 

GETTING A SUBJECT MATTER EXPERT TO WRITE YOUR WHITEPAPER

Compare these two: a weather meteorologist predicts that there will be rain tonight. Your 80-year old grandma peering out of the living room window says it is not going to rain anytime soon.

Whose prediction are you more likely to heed? It is natural human psychology to take notice when an expert opines.

So, it is a good idea to partner with a leading academician or a client executive or an independent blogger to co-author a white paper.

It is valuable only because it comes straight from a bevy of experts. You can nominate an SME from your company to partner with an external influencer in the authoring process. This approach adds more heft to your white paper.

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GIVE WINGS TO YOUR WHITE PAPER WITH RESEARCH

Think about it – aren’t you eager to know the prediction of poll results in your state even before they are declared? That is because predictions are a cumulation of people's opinions.

From our analysis, we found that some of the best white papers were the ones that had some form of research/survey results embedded in it. These results were an aggregation of public opinion who have given their verdict.

Today, with online surveys, you can compile results within a few hours of putting it up.  People want to know what other people in their community are saying. It is bound to engage the target audience more than a one-page newsletter.  

ARE THERE ANY WHITE PAPER DESIGN EXAMPLES?

One of the biggest stumbling blocks in the white paper creation process is the availability of templates or design examples.

Here is our post on How to Writ’e a White Paper [with free templates] that you can download and get started right away.

These white paper design examples and templates will help you not be overwhelmed with the monstrosity of the project. Feel free to tweak them based on your needs.

HOW DO YOU MAKE YOUR WHITE PAPERS VISUALLY RICH?

One reason why marketers don’t see a high ROI on their white papers despite the best efforts is that they fail to make it visually enriching.

Include infographics, images, charts, etc. to explain your points as well as giving a takeaway for your target audience. Remember, you could reuse all of these visuals in social media, etc. to boost white paper downloads.

Additional Read:  Take a look at how Paperflite can help B2B marketers maximize ROI.

EXPLORING TYPES OF WHITE PAPERS

Hate to break it to you, but there isn’t just one kind of white paper. 

Where’s the fun in that?

These broad variations have arisen from a multitude of use cases.

Product Backgrounders or Evaluator’s Guides:

This paper discusses a value proposition's specific features, benefits, and functions. It aims to establish your company as a market leader while explaining a new product offering.

Such a paper can be effective during a product launch, capturing the attention of potential customers.

Numbered Lists:

Numbered lists deliver crisp information through tips, questions, and key points.

It is flexible enough to be incorporated into other content forms like blogs and e-books.

Technical Papers:

Technical papers often present themselves as user manuals for product upgrades or malfunctions.

The language is often carefully crafted to suit the target audience and includes technical terms (hence, the name).

STEPS TO WRITE A WHITE PAPER

Unfortunately, white papers do not come with a superhero guide. As clique as this may be, each one is unique. 

But, keeping in line with this blog being comprehensive, here is a brief plan.

Plan the research:

When writing a white paper, you’re asking for a time investment from your readers at the end of the day. Hence, creating value is the first step.

It’s wise to include market research (your own and external sources) wherever apt. 

As mentioned, the goal here is to cater to all the personas within your target audience, not just potential customers. 

Remember, this isn’t where you emphasize your technology or product.

Identify your Audience:

We’ve talked about a white paper’s audience multiple times already, and we’ll continue to do it. 

That’s exactly how important it is to consider.

How do you intend to target your audience? How can you capture their interest? Which jargon can they comprehend? You need to ask yourself these questions to develop ideal reader profiles. 

Acknowledging their objectives and interests will equip you to draw up your white paper accordingly.

You can also adjust your language and style to suit their needs.

Choose a Topic:

Pick a topic you are qualified to write on.

The concept you decide on should give you enough leeway to tap into an unexplored conversation and put your spin on it.

Keep in mind that you should focus on the benefits your reader can derive from your writing.

Determine Objectives:

If your intended audience includes multiple stakeholders, determine which need you want to cater to.

Your goals can be lead generation, brand recognition, or simply education. 

Based on your objectives, you can set appropriate parameters to measure success.

Demonstrate a Solution:

Here, every marketer’s muscle memory comes into clutch. 

But rather than focusing on your offering, take an expansive approach and include multiple solutions.

First and foremost, your white paper needs to be valuable and flexible.

Basically, aim to create your industry’s gold.

Add Character:

Use creatives and real-life examples to bring your white paper to life. ‘

Remember, you’re trying to have it resonate with your readers. 

You want them to remember what you’ve written and come back with questions, comments, and suggestions.

But how can you make your white paper digestible and engaging?

Using Cleverstory, you can incorporate interactive charts, videos, and animations to breathe life into your white paper.

Include References and Footnotes:

If you use data from other sources, acknowledge them in footnotes and reference them to their origins. 

You’ve got to give credit where it’s due.

Test:

Once you’ve developed your white Paper, release it into the industry to see how your audience receives it. 

The results and observations that you generate will set the scene for what’s to come.

 If it doesn’t perform well, take a step back to evaluate and improve.

WHO USES WHITEPAPERS? 

At the top of our minds, marketing collaterals such as whitepapers, case studies, POV's, infographics, brochures and brand stories are used by the beloved sales team of every organization to send across to potential prospects.

These marketing collaterals serve the singular purpose of providing information to the readers about your company/product/service so that they decide to, well, pick you! 

But, you already know all this. We are aware that this definition isn’t terribly helpful. 

So, let's get a liiiitle specific. 

MARKETING EXECUTIVES 

In the universe of marketing, content never serves a singular purpose. There is always room to refresh, refurbish and of course, create magic.

Every marketer will agree that whitepapers aren’t any different. Content rich collaterals such as whitepapers can do wonders such as 

Educate new employees on the specifics of a company

Serve as inspiration for other forms of content (social media posts, blogs, feature updates, etc) 

Establish your company as a thought leader in your field. 

IN THE WEB3 WORLD

Whitepapers are one of the primary sources of information in the Web3 world. Who would’ve thought, right? Whitepapers heavily determine a ton of important factors relating to the assets such as : 

• The price of the coin
• The project value
• The use cases
• Dependencies
• Future roadmap 
• Predictions 
• Integrations

In Web3, potential investors and buyers consider whitepapers to be their make or break component before making a decision.

Since Web3, cryptocurrency and the whole cloud of new age internet built on a blockchain is still a fairly new concept to the world - people are looking to garner all the information they can. 

Here’s a guide on how to read Web3 Whitepapers

CTOS, CFOS, CIO’S AND MORE. 

No. Not UFOs. 

Whitepapers are used by Chief Technical Officers, Chief Financial Officers, Chief Information Officers and so on for distinct purposes in their respective line of work. 

This includes -

• To draw comparisons
• Discover new developments
• Analyze the current status of the market
• Analyze fluctuation in numbers amongst various companies
• Analyze the performance & long-term risks

HOW DO YOU DISTRIBUTE YOUR WHITEPAPERS EFFECTIVELY? 

Effective distribution has become paramount with the increasing demand for educational content.

Unfortunately, your white paper isn’t going to be a magnet.

Even if you've tailored your paper to your target audience, you still need to consider how they’ll find it.

Landing Pages, Newsletters, and Blog Posts:

Embedding or linking your white paper on these SEO-friendly channels improves distribution and increases visibility.

You can also drive traffic through PPC ads, social media, and other promotions on these pages. Once these visitors land, you can qualify leads by gating the content they view or download.

We’ll talk more about gating in a separate section (it deserves to be the star).

But make sure these channels are accessible through all devices to expand reach.

In-Person Interactions:

Carrying your white paper can deliver tremendous value at meetings and events.

They allow you to solve customers’ pain points instantly, offer deeper explanations and provide “tangible takeaways”.

These interactions could be seminars, workshops, conference presentations, or networking events.

White Paper Syndication Services:

Syndication Services can distribute your content to multiple third-party platforms or websites, increasing visibility, brand recognition, and traffic.

These houses publish white papers after verification to ensure credibility.

They provide a window into a large, typically niche, paid reader base.

Private Communities:

A ton of B2B tea is split on Reddit, Slack, and Discord.

They provide valuable avenues for industry-related conversations and insights.

You can amplify the reach of your content by actively participating and sharing content that tackles community-specific issues.

Emails:

While generating new leads through your white papers is great, consider sharing them with your existing lead database.

You’ll be able to generate fresh engagement and gain traction through potential backlinks.

Quick Note: Backlinks are hyperlinks that direct a visitor from one website to another.

We’ve talked about distributing your white papers effectively. But what after?
You wouldn’t want to be left in the dark, would you?

With tools like Paperflite, your customer-facing teams can send out white papers via personalized content microsites. 

That way, you’ll be able to gain insights into how recipients engage with your content, which parts resonate the most, and how often they return to it.

Furthermore, including a professional email signature can enhance your brand's credibility when sharing white papers via email.

Additional Read:  Using Paperflite, you can gain more intelligence from customer's content interactions.

Lead Generation from White Papers: The Power of Gating

We’re now back to our favorite dating app analogy.

Imagine stepping into the world of a dating app and striking up conversations with potential matches. In this digital realm, you sift through profiles, assessing hobbies, personalities, and compatibility factors – all to decide if someone is worth pursuing.

In the world of marketing, this process is akin to "gating" . Just as you use filters to narrow down your dating prospects, gating helps businesses filter out worthwhile leads from a larger audience. It's a strategy that saves you valuable time and resources.

Sounds good, right? Well, gating can offer more for your lead-generation efforts.

Qualifies  Leads:

If a lead chooses to share their personal details in exchange for content, it’s safe to say that they’re “interested” without much hesitation.

Allows for Market Segmentation: 

Gating collects lead data, aiding in strategic segmentation and attentive nurturing, ultimately bolstering your lead to customer conversion.

This data spans company details, industry, and geography.

Demonstrates Value: 

Gated content creates a sense of exclusivity, making readers perceive it as valuable and worth their time.

But remember, the quality of the asset should always be worth more than the disclosure of information.

In an ideal world, this sounds splendid. 

But do you lose out on something?

Is this a classic “you can’t have the cake and eat it too” situation?

Well, don’t say we didn’t warn you. Here are some drawbacks to gating your content:

Limited Organic Traffic:

When you gate content, you’re effectively restricting the ranking of relevant keywords, as search engines cannot crawl into your content.

This limits its use in SEO campaigns and, in turn, lowers organic discovery.

Pseudo-Qualified Leads:

Some leads might supply false information to access gated content, leading to potentially skewed or inaccurate data collection.

Unwillingness to provide any data at all is also an obstacle at times.

Occasionally, a reluctance to share any data at all can also pose an obstacle.

Lack of Inbound Links: 

Linking content to other pages and sharing disappears when gating emerges.

Devise an balanced mix of gated and ungated content to ensure success

Ungated content shines in the Awareness stage.

All web content is, by default, ungated. This allows for increased search visibility and brand recognition. 

Also, consider which stage your business is in. Visitors may not be willing to provide information to start-ups or lesser-known firms.

You can pair gated content with the right promotional strategy as it finds its place within the Consideration section.

• What kind of content should we gate? 
• How many pages? 
• What details do we need? 

Addressing these questions will make sure the material is accurate and relevant.

HOW TO GO ABOUT GATING

If you’ve chosen to gate content using forms, you have two techniques at your disposal.

Full Form Gating:

With full form gating, the user needs to provide detailed information (name, email ID, phone number, company, industry, and geography) by filling out the entire form to access gated content like white papers, e-books, etc.

This technique yields valuable information for lead nurturing and segmentation purposes because of how comprehensive and vast the questions are. 

But on the flip side, it suffers from high abandonment and low conversion rates due to greater friction.

Partial Form Gating:

Partial form gating involves extracting limited details (name or email address), resulting in a lighter user commitment.

This method offers a positive experience while providing quality lead information. 

Users are more likely to complete a form with a few basic questions only. Progressive profiling takes place as the reader delves deeper into the content.

But, beyond gating white papers on websites, here are some alternatives.

Gating on Social Media:

The lead logs into or authenticates their account through this method.

After which, a redirect to the social media platform takes place, and the user grants permission to extract personal profile information from LinkedIn, Facebook, etc.

 You can eliminate manual form filling and ensure up-to-date information.

Gating through Surveys and Questionnaires:

This type of gating boasts a dynamic design allowing for personalized, highly efficient data collection. 

Subsequent questions are based on answers given in the previous ones leading to higher engagement. Skip logic is also present, smoothening the journey.

A brief overview of the structure:

• Initial questions: This section includes demographic or other inquiries to determine if the survey is relevant.
• Branching: Post the initial questions, the survey branches out into specific topics and follow-up questions.

With Cleverstory you can capture quality leads, through high-intent gating and going beyond the

HOW DO YOU MEASURE AND TRACK YOUR WHITEPAPER’S SUCCESS? 

If you have included your whitepaper in your landing page, or published it anywhere in your website - Google Analytics is your guy.

With Google Analytics, you can see from which region your incoming website traffic is being generated. Google Analytics also enables you to track collective data on users such as how long viewers have spent on your asset. 

Platforms such as Paperflite enable you to track uber-specific metrics through smart gating such as - 

• The name of the user
• How much time a specific user has spent on your asset 
• What other assets have they viewed
• Number of times the viewer has shared the asset

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Best Examples Of White Paper

Let us now dive into the best white papers across industries that we analyzed

1. 5 steps to rid your small business of payroll stress

Published by: ADP

Why do we like this?

ADP is an established authority in the payroll software industry, and they know what works in their industry. This white paper uses a lot of visual appeals to explain how small businesses can overcome payroll-related challenges.

Moreover, this white paper's target audience (SMEs) does not have much time, so ADP has stuck to the basics. The company has given out vital information that the audience is seeking instead of flooding the white paper with text. While giving out the five steps, they've even given a case study of how they helped one of their clients, which makes their opinion invaluable.

2. Seizing the Digitalization Opportunity

Published by: Siemens

Why do we like this?

For starters, this white paper is an 'insight paper,' which is a smart move by Siemens. The authors have laid out the key findings upfront, which is the core of the white paper. They have substantiated the concept of TCO (Total Cost of Ownership) financing with examples of how they have helped clients in the real world. It doesn't have a lot of white spaces but is full of core and reference text.

3. RegTech: Helping Your Data Work Smarter and Harder

Published by: Wolters Kluwer

Why do we like this?

This white paper tackles a complex topic, one that does not have a lot of literature out in the open - Regulatory Technology (RegTech). The company introduces a solution, explain its basics, the necessity for it, how it helps companies in various geographies, and the benefits of implementing it.

Wolters Kluwer explains what their opinion is on RegTech in a manner that an IT professional would comprehend it.

4. Are equities overvalued?

Published by: HSBC

Why do we like it?

This finance white paper has loads of content in it to explain the reasons for the overvaluation of the equity market and why asset allocation could be the answer to it. It has content under five clear headings and is bound to interest portfolio managers, fund managers, and investment professionals.

Authored by the bank's global executives, it is a significant report that has a clear message - investors need to be cautious in their equity allocation approach.

5. How Banks Can Win New Small Business Customers

Published by: VansonBourne

Why do we like it?

We like this white paper for two reasons:

1) It is an output of the collaboration between Avoka and Vanson Bourne. Avoka creates customer acquisition and onboarding journeys in financial services, while Vanson Bourne is an independent specialist in market research for the technology sector. An excellent example of how a collaborative effort counts a lot more than individual efforts.

2) It compiles verbatim responses to a survey administered to 300 small business owners in European countries. It is rare to see white papers where two vendors catering to similar target audiences join hands to create marketing collateral that serves them both.

1. Journey To Value: The State of Value-Based Reimbursement in 2016

Published by: McKesson

Why do we like it?

This white paper is well-structured for the healthcare industry, with an academic orientation. It begins with the list of charts and figures used and the definitions of healthcare terminologies. McKesson had already forayed to answer the question "Is value-based reimbursement real?” two years ago in a similar white paper.

This time in a sequel to the earlier document, they teamed up with a niche research company to survey 465 payers and hospitals to see how far the needle had moved on value-based reimbursement.

By expanding and repeating the earlier study, they have established themselves as an authority on the subject. The white paper moves along from one stage to the next by explaining the survey methodology, the sample design, and the findings.

2. Reinventing Utilization Management to Bring Value to the Point of Care

Published by: McKesson

Why do we like it?

Mckesson's Vice President has authored this white paper on the topic of Utilization Management, which is a good strategy as it exhibits how much they value their content.

After a brief introduction, it moves to the limits of traditional utilization management models and how shifting to a collaborative exception-based model combined with analytics will serve as a bridge to the future. 

3. Current and New Approaches to Making Drugs More Affordable

Published by: CVS Health

Why do we like it?

Dealing with industry issues and suggesting remedial measures for a company like CVS Health is an excellent way to build topic authority.

Bringing drug costs under control is an industry-wide problem for US healthcare companies. CVS Caremark has taken the lead to explain how if manufacturers across the board were to reduce drug prices, it would improve health outcomes and reduce medical costs.

Besides suggesting three techniques to reduce costs, the company has suggested three recent innovations that help further reduce costs. The company has explained how medications can be made further affordable by comparing the high-profit percentages of pharmaceutical companies as compared to other industries.

4. The Only Way is Up

Published by:  Bayer

Why do we like it?

In terms of the choice of subject, this is one of the most attractive white papers published by Bayer. The company explains where short cucumbers originate from, how cucumbers are a core component within Middle Eastern cultures and the critical consumption drivers for the vegetable in Europe and North America.

The white paper is a storehouse of insights that includes average household sizes, life priorities of the customers, the evolution of the consumer, etc. For a company of the profile of Bayer, to be opining about short cucumbers and how they have entered the snacking market is unique.

5. The Forgotten Killer: Cardiovascular disease

Published by: Aetna

Why do we like it?

This white paper serves as a primer for cardiovascular diseases (CVD) and explains its most common conditions. It describes how countries such as Finland are adopting measures to fight it, the promise and limitations of new drug therapies, and technology advancement that could improve diagnosis.

This white paper is an eye-opener for those who are not aware of CVDs and gives out a lot of information on ways to avoid it. With impressive noting of footnotes and charts, this is an excellent piece for people looking to fight CVDs.

1. Digital Transformation in the Insurance Industry

Published by: Frost & Sullivan

Why do we like this?

Commissioned by Samsung Electronics America, this white paper deals with the trends that are shaping the Insurance industry. It deals with how insurance companies can thrive in this changing industry landscape, and how technologies such as mobile, wearables, AR/VR are impacting the industry.

It is a perfect example of how a company specializing in a niche has partnered not just to explain industry trends, but also to explain how they're at the forefront of it.

2. Black Insurance's White Paper

Published by: Black Insurance

Why do we like this?

Black Insurance's white paper on the challenges faced by the industry (i.e., multiple parties, high costs, and barriers to entry) shows their deep understanding of the subject.

It explains Black Insurance's proposed solution to this situation along with with the business model, the pricing framework, licensing, token economics, technical design, etc. It is a comprehensive white paper that positions them as an authority in this domain.

3. Nine ways insurance carriers are driving down combined ratios with video

Published by: Panopto

Why do we like this?

Panopto is a video platform that enables users to record videos. The company has created a white paper for an industry that uses video extensively.

It is almost a no-brainer that the company has put out a white paper to further their business initiative and showcase its authority in the subject.

4. The Insurance Industry: Supporting SMEs To Prosper

Published by: Allianz

Why do we like this?

This white paper is similar to other step-by-step pieces that lay down the number of steps that an organization must take to achieve a specific goal.

Each page highlights a challenge that small and medium enterprises face along with the remedial actions that they could bring, which makes it easier for readers to know how to deal with them.

Moreover, this is a survey of 500 SME businesses to identify the top 5 challenges facing the SME industry.

5. Embracing the multi-generation workplace

Published by: AXA

Why do we like this?

AXA’s white paper has impressive statistics by experts about an aging UK population followed by a bulleted-executive summary (pretty unconventional, but seems to work!).

It then moves methodically into the challenge that aging employees and the organizations alike face, covers the benefits of having a diverse workforce, recommendations for companies. It is not too long; neither is it abridged and is perfect for a good read for human resource professionals who are dealing with an aging workforce.

6. Enterprise Counterparties: Mortgage Insurers

Published by: Fannie Mae and Freddie Mac

Why do we like this?

This white paper is by the US government charters to provide liquidity, stability, and affordability to the mortgage market. So, it is a highly valued piece because it has the US government’s stamp on it. Moreover, it is a bible for many mortgage insurers, academics, policymakers, regulators, etc. who want to get to the point straight.

This document is in a free-flowing format without any pictures, but it has substantial intrinsic value. We included this piece to show how government agencies prefer putting out their publications.

7. Accident Insurance

Published by: Prudential

Why do we like this?

Prudential’s white paper on accident insurance for the US market is extremely well structured and explains the various aspects of accident insurance. This white paper is insightful with numbers and graphs, explaining the reasons why people need accident insurance, what employers need to do, etc.

With 13 pages of useful content, companies looking to provide accident insurance benefits to its employees can use this document as a handy guide.

1. How ETERNUS DX contributes to energy efficiency, cost savings, and a human-centric intelligent society

Published by: Fujitsu

Why do we like this?

Fujitsu describes how their disk storage systems provide energy efficiency in the face of rising energy costs in data centers. It is a technical paper replete with diagrams and process flows. Clearly, Fujitsu has explained technical concepts intending to sell their solution that increases disk storage, saves energy,  and improves energy efficiency.

Fujitsu also describes their green IT initiatives and what they're doing to reduce burdens on the environment. With 'caring for the environment' a core topic of this white paper, their Green IT initiatives resonate well with the document.

2. Win more business with fewer sales resources

Published by: Infor

Why do we like this?

An example of a white paper that has been created solely to market the company's solutions. It explains the need for change in discrete product sales and other technical concepts very well backed by secondary research. A no-frills document that sticks to the point and conveys its central message within five pages.

It offers suggestions on how manufacturers manage sales and how they have a choice to take advantage of the situation with fewer resources.

3. How Software solutions can help mining companies increase efficiency levels

Published by: Sage Business Solutions

Why do we like this?

This white paper is well-structured and moves in a step-by-step manner. It explains the challenges of improving mining efficiencies in Australia, available software solutions, and mobile dashboards that can enhance productivity.

It follows the inverted pyramid structure of laying down the most significant challenges and narrowing down on the ideal solution.

1. Dialogue Marketing: How to Enter and Succeed in the German Market

Published by: Deutsche Post

Why do we like this?

This exciting piece speaks about ways to enter the German market using dialogue marketing, i.e., all marketing & advertising activities aimed at starting a direct dialogue with customers.

It explains what non-German retailers need to do to enter a new market (if they haven't) already done it. Deutsche Post's white paper makes them an authority on the subject of marketing in Germany. Besides, being a major German logistics player, this white paper makes a lot of sense for them to publish.

Why? Because if e-commerce companies were to enter Germany, shipments would go up, which will ultimately benefit them.

2. Eligma - AI-driven and blockchain-based cognitive commerce platform

Published by: Eligma

Why do we like this?

Although this white paper aims to harness AI and Blockchain to improve the decision making for eCommerce customers, it is applicable for all industries.

This white paper is an example of a yet-to-be-launched product. It explores market opportunities, business model, execution plan, technology solution framework that leverages AI and Blockchain, and loyalty programs. One core vision combines all these elements: to offer a set of solutions to discover, purchase, track, and resell eCommerce items.

Seldom do we find such white papers that have the depth and coverage for a solution that isn't launched in the market yet.

1. Design and deliver cloud-based apps and data for flexible, on-demand IT

Published by: Citrix Systems

Why do we like this?

In this no-frills white paper, Citrix Systems deals with the topic in hand straightaway: A better way to deliver cloud-based workspaces using Citrix Cloud IT.

From a visual perspective, there aren't many pictures in this document, but it makes up for it with use cases that further give evidence of their proposed solution.

2. Hitachi Content Platform

Published by: Hitachi Vantara

Why do we like this?

This technical white paper is bereft of any visual appeal barring system architecture diagrams. It delves deeper into how Hitachi's solution can help minimize vulnerability and threat exposure.

A company-specific white paper which focuses on the problem at hand and how their solution can help overcome it.

3. Creating the Foundation for Digital Transformation

Published by: Hewlett Packard Enterprise and Red Hat

Why do we like this?

This unique white paper is written jointly by HP and Red Hat. It explains how they bring together their consulting and migration expertise to help clients achieve digital transformation.

They've even highlighted the success story of how one of their clients, DreamWorks Animation, was able to accomplish digital transformation. This white paper is an excellent example of how they're bringing their proposition to life.

4. Using Virtual Platforms for Pre-Silicon Software Development

Published by: Synopsys

Why do we like this?

This white paper is similar to the Hitachi Content Platform piece that we mentioned above but does not propagate their solution.

Instead, they explain how it has become increasingly challenging to sell silicon without the associated software executing on the hardware. It is prevalent in a variety of application domains like wireless, multimedia, networking, and automotive.

It is a common problem that many semiconductor companies are facing and explains how a virtual platform can be used to develop and integrate the software. The target audience for this white paper is semiconductor engineers and IT architects, who know the nuances of semiconductor development.

5. Air, Fluid Flow, and Thermal Simulation of Data Centers

Published by: Autodesk

Why do we like this?

A technical document explained with diagrams on the usage of computational fluid dynamics cloud-based services within the Autodesk 360 platform. It was published in 2013 and is still very relevant due to how they command authority in their chosen niche.

6. 2018 Fjord Trends

Published by: Fjord (An Accenture Organization)

Why do we like this?

Fjord's white paper on global trends is a treat for those who track technology developments closely. Each industry trend has a section on what's happening around the technology, what lies ahead and Fjord's recommendations for enterprises looking to adopt the technology.

Each trend has examples of how companies are leveraging it to prove its significance to the industry. The report stands out for its clarity, simplicity, and depth of coverage of each trend.

7. Our Approach to Automated Driving System Safety

Published by: Apple

Why do we like this?

Apple’s white paper on their approach to automated vehicles explains how their systems work. True to its native style, the white paper contains plain and simple text and does not use pictures to amplify its message.

It reveals fascinating insights on driver safety and pays close attention to every detail. It mandates that drivers must have both hands on the steering wheel, work in a single shift, and take frequent breaks while driving.

1. Fast-Forwarding to a Future of On-Demand Urban Air Transportation

Published by: Uber

Why do we like this?

This document is a quick example of how a transport company predicts a bold new future. While Uber has sponsored the white paper, note how it mentions reviewers from NASA, MIT and other elite organizations that provide air transport.

They've coined the term VTOL - short for 'Vertical Take-off and Landing.' Imagine a service that does not exist today, and you have the opportunity to bring it to life. This white paper introduces the concept of VTOL in urban cities; it talks about all aspects of this - barriers to achieve them, emissions, certifications, safety, performance, and rider experience.

They conclude by saying what steps they will take to bring this to life. A 98-page document, it sure is bound to appeal to the die-hard fans of futuristic transportation.

2. Rethinking Transportation 2020-2030

Published by: RethinkX

Why do we like this?

This white paper is bold in many ways, because its author, Stanford economist, Tony Seba is a man known for his daring, but accurate predictions. He predicted the rise of the solar industry when solar panels were a lot more expensive than they are today.

In this white paper, Tony predicts the death of the automobile and the oil industry. He goes deeper into every aspect of these predictions and gives the reasons for his predictions.

The predictions, statistics, in-depth research, and recommendations of this white paper make it a unique content asset. The author has explained every concept in detail in the appendix section - an ideal example of a comprehensive white paper. 

1. A Four-Step Plan For Business Continuity - How to Develop and Maintain a BC Plan to Mitigate the Risk of Business Disruption

Published by: Sungard Availability  Services

Why do we like this?

This white paper tells us the four steps needed to plan for Business Continuity (BC). BC applies to all companies and all industries, so the company has a unique advantage in that it can appeal to any company in any industry. It does not lean towards any particular industry; instead, it is a generic document.

2. The Power of Design Thinking

Published by: Dassault Systemes

Why do we like this?

One of those white papers where the format used is in the first person, and the author is an academic. It is another unique way of creating a white paper by getting academia or an expert from a different organization to write for you.

It contains valuable advice, mainly because it comes straight from Philip Gray, an expert who has spent four decades in product design.

3. Data Resilience with Fallback Protection

Published by: Teradata

Why do we like this?

Teradata's technical white paper explains the need for a high-level discussion of the features of Fallback, a unique element to Teradata Database. It enhances the availability of a single Integrated Data Warehouse system.

The target audience for this white paper is data experts who will comprehend fallback recovery tools, performance impact due to Fallback, the benefits of having the Fallback.

4. Interactive content across the buyer's journey

Published by: i-on interactive, Inc.

Why do we like this?

A common topic across industries, this white paper explains why interactive content is better than static content and the different interactive content tools. The authors have cleverly used the buyer's journey to describe their case why businesses must use interactive content.

5. 10 Best Practices for Writing Effective White Paper Titles

Published by: inSegment

Why do we like this?

An often neglected feature, this white paper features the top 10 best practices for creating the best headlines. It is a short document and does not have a lot of content, but makes up for it via examples and useful suggestions.

6. MONITORING 101

Published by: Solar Winds

Why do we like this?

A generic white paper applicable to companies across industries, it introduces the concept of 'monitoring' for someone who is familiar with computers and IT in general, but not with monitoring. As such, (almost) no prior knowledge or experience is required to read this white paper.

It talks about the FCAPS model of surveillance, building blocks of monitoring framework, techniques of monitoring, and more. A seemingly technical concept has been explained well so that readers can understand it easily.

7. AWS Security Incident Response Guide

Published by: Amazon

Why do we like this?

Amazon's biggest priority is security, and its collection of white papers on security is unarguably the most comprehensive that we have researched. Published during June 2019, Amazon's white paper enables the reader to understand better the impact of incident response (IR), and user security choices on corporate goals.

A well-structured white paper, it encourages Amazon's customers to start small, develop runbooks, leverage necessary security capabilities, and create an initial library of incident response mechanisms to iterate from and improve gradually.

We like white papers by nonprofits because their topics are the most varied. They range from human rights issues to researching on butterflies, and so each white paper is a specimen in itself. Every nonprofit has a unique way of authoring white papers to suit their requirements.

1. Human Rights and Australia’s Foreign Policy

Published by: Amnesty International Australia

Why do we like this?

The first in our collection of white paper examples for nonprofits is the Amnesty International Australia’s document. It talks about Australia’s role in promoting and defending human rights globally. It outlines ita recommendations at the beginning of the document and then dives deeper into the subject of global human rights issues and Australia’s interests.

Every problem area in the white paper has an immediate recommendation attached to it, so readers know what is the remedy for it. Despite lacking visuals and images, it makes for compulsive reading into Australian principles of multilateralism and human rights.

2. Extending US Biodiversity Collections to Promote and Collections

Published by: National Science Foundation

Why do we like this?

This white paper has brilliant Instagram-worthy images all through it with a caption that describes the effort behind digitizing biodiversity specimens in the United States.

A short 12-page white paper, it leads the reader through the collection of physical biodiversity specimens (plants and animals) and digital data gathering around them. It concludes with the steps needed for implementing and sustaining biodiversity collection efforts for the 21st century.

3. Under the Radar: Degradation in Canada’s Boreal Forest and Climate Consequences

Published by: Natural Resources and Defense Council

Why do we like this?

 
This manuscript may not be a white paper in its real sense. However, it weaves a story as a white paper would through do vibrant imagery. Every page is replete with stunning images that explain how Canada’s forestland is gradually receding.

Originally presented during the 21st Century Conference in Oxford, each page has insights about the shrinking carbon-absorbing capacity of Canada’s forests. It concludes with recommendations on steps needed to introduce afforestation.

4. The United Nations Children Fund – Women or Children First?

Published by: International Organizations Group

Why do we like this?

 
This detailed white paper is 102-pages long and divided into six sections. It traces UNICEF’s history in combating epidemics, diseases, assisting women in childbirth, their health, and nutrition. It decries the reign of Carol Bellamy as the UNICEF executive director and the emergence of a feminist revolution that nurtures the girl child and cares for them. It recommends greater transparency in the operations of UNICEF and a more careful approach to spending their resources.

5. White Paper on Cancer Carers

Published by: European Cancer Patients Coalition (ECPC) and Eurocarers.

Why do we like this?

Carers are unpaid folks who provide care for patients with chronic illnesses such as cancer, who account for 80% cancer care in Europe. ECPC’s white paper in collaboration with Eli Lilly, Merck, and Pfizer on cancer carers methodically explains the need for specific attention towards their needs, and the importance of an improved framework for carers generally.

It is an excellent example of a white paper created by the private sector and nonprofits towards providing sustainable care for chronic illnesses. It includes case studies of how European countries have been implementing different measures successfully and recommends employment, social, healthcare, and educational policy changes across Europe.

6. A 5˚C Arctic in a 2˚C World - Challenges and recommendations for immediate action

Published by: Columbia Climate Center, WWF, Woods Hole Research Center

Why do we like this?

This white paper summarizes the key outcomes of a workshop held in June 2016 to discuss the 1.5-2˚C change in global warming highlighted during the United Nations Framework Convention on Climate Change at Paris in 2015.

A 1.5-2˚C change in global warming means a 3.5-5˚C change for the Arctic region, which can be disastrous. This white promptly highlights the immediate and long-term measures such as carbon dioxide removal and exploring the usage of alternate energy on a global scale.

It meticulously lays the background, the urgency of the situation, the need for immediate action, and recommendations.

7. Satoshi Nakamoto's Bitcoin White Paperflite
 
Published by: Satoshi Nakamoto

Why do we like this?

No collection of white papers is complete without mentioning Satoshi Nakamoto's seminal piece on Bitcoin. This white paper, published in the wake of the 2008 financial crisis, is text-based and is a good starting point for anyone looking to learn more blockchain and cryptocurrency.

It describes the mechanics of a simple peer-to-peer electronic cash system, later known as Bitcoin.  It succinctly explains how the Bitcoin might function without relying on a country's government or central bank. There is hardly any information about Satoshi Nakamoto in the public domain, but this white paper ushered in the era of blockchain technology.

FAQ

Should a white paper include counter arguments or opposing viewpoints?

Sure! Including counterarguments adds depth to your white paper by addressing potential objections. It’ll showcase an exhaustive and balanced view of the topic.

Can white papers be repurposed into other content forms?

Yes, you can repurpose your content from white papers into blogs, infographics, videos, and more. This allows your insights to cater to different audience preferences.

How often should a company produce white papers?

It’s always going to be Quality over Quantity. Choose to produce white papers when you have valuable insights to share. There is no strict schedule you need to adhere to.

What is a typical timeline for creating a white paper?

The timeline will vary based on your topic’s complexity, research, and writing process. 
However, on average, the process might take a few weeks to a couple of months to complete.