What Are Whitepapers?
February 19, 2021
A whitepaper is a written document that provides information on a specific topic. Companies and organizations use them to raise awareness of a particular topic or provide information on how their products or services can solve a problem.
Whitepapers are authoritative, persuasive, and often highly detailed. They can be highly technical or use plain language, depending on the target audience.
Non-profit organizations use whitepapers to raise awareness of specific issues, generally as a part of fundraising endeavors. In this context, their whitepapers may contain stories and statistics to illustrate their cause.
Types of Whitepapers
There are two main types of whitepapers:
- A problem-solution whitepaper presents a problem and a proposed solution. The aim is to present the benefits of an organization’s specific solutions.
- A backgrounder whitepaper provides a detailed explanation about a product or service, and the benefits clients can derive from the product or service.
Characteristics of Whitepapers
Whitepapers have the following characteristics:
- Persuasive tone
- Detailed information on problems and solutions
- Specific language aimed at the target audience
- Information about products or services
- Benefits derived from the solutions
- Attractive visuals and formatting
- Clear intent (inform, persuade, market)
Formats of Whitepapers
Whitepapers contain the following sections:
Problem-Solution Whitepaper
- Executive Summary
- Introduction
- Definition of Problem
- Explanation of Solution
- Benefits of Solution
- Call to Action*
Backgrounder Whitepaper
- Executive Summary
- Introduction
- Description of Clients’ Needs
- Description of Products or Services
- Benefits of Products or Services
- Call to Action*
*A call to action is a statement used to compel readers to act. Statements such as “call now” or “learn more” are common calls to action. However, fear-based calls to action are not advisable as they may paint the brand in a negative light, and clients may associate the brand with a problem. Therefore, a call to action should always paint the brand as a solution, not a part of the problem.
