In this example, they use different fonts and colors for each level of header. This helps make the distinction between main and sub-headers more noticeable. The primary goal of your white paper should be to educate readers.
But you also want to strike a balance between being informative and entertaining. If there is a central point that you want readers to remember, you may want to dedicate an entire page to that one point and an accompanying image to help drive the message home.
Pages like this should be used sparingly. That being said, they can deliver some real impact to readers. Unlike one-page reports where you have to fit a lot of information into a small space, white papers allow for more freedom to spread the information out. That will allow you to create page designs with plenty of white space. In the design world, white space is the empty space around design elements on the page.
Leaving some room for your text and images to breathe will help your design look less cluttered. Check out how this example uses plenty of white space on nearly every page. The result is an organized and modern white paper design.
Dividing your page into columns is a good way to organize your information and save space on the page. For example, in the white paper above, the Overview and the beginning of Chapter 1 are organized neatly into their own columns.
Speaking directly to your readers can really grab their attention. Asking a question can get them to want to actually read your white paper. In this white paper example, a simple question to the reader introduces what the report will cover. The designers even bolded it so it was the first thing readers would see! On the other hand, when you address a common problem people in your niche face, that will pique their interest.
When people look at the same thing over and over again, it can cause visual fatigue. Their eyes glaze over and their attention drifts. Varying your page layout will help keep readers engaged by going against their expectations. This white paper template uses a few different page layouts. One page may have a featured image, another a large quote, and the next only including written content.
This white paper layout is fresh and interesting. Use these examples of white papers as springboards for your own unique and brand-appropriate designs. Knowing how to write a white paper that considers your audience every step of the way will help you develop the perfect response to their questions and make your designs accessible.
In the business world, a white paper is an in-depth informational report that explains a complex or technical concept in addition to providing a persuasive solution to a problem.
Unlike ebooks , which may address a broader scope of topics, white papers have a singular focus. White papers are also research-based and widely considered to be a valuable resource. White papers can be extremely valuable documents to educate your stakeholders, clients, and top-of-funnel traffic—when the white papers are actually interesting. Typically, white papers are around 3 to 20 pages long.
But some whitepapers can be longer. A white paper should be long enough to cover the concept or problem at hand. Since this usually includes case studies or new research, plus explanations and analyses, a good rule of thumb is writing white papers to provide enough evidence to back up your claims.
Take this eye-catching hiring strategy white paper example; it uses dramatic images, colors, layouts, and icons to elevate its content to another level. Product Solutions Templates Learn Pricing. Features Explore our product features. For teams. Executive Leadership Lead with style. Marketing Create better materials. Human Resources Communicate more efficiently. Operations Manage systems better. Product Development Go to market with visuals.
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What we offer. White Papers. Timeline Infographic Maker. Process Infographics. PDF is likely the most common file format, but Word docs may also work. If you format your white paper in HTML5 or Adobe InDesign, however, you can add interactive design elements that bring your content to life. Always be sure to build out a landing page and a form for your white paper to collect lead information. Templates can help accelerate your creative process.
You might even have your own internal templates that have brand guidelines built in. Venngage has a wide variety of templates, with many designed for particular purposes, including content marketing white papers and human resources white papers. You can check out their site for the full complement of white paper templates.
You can access some with a free account, while others require a premium account. Lucidpress has hundreds of content templates, and a handful of white paper templates. We like these because of the balance the templates give between copy and design elements. Visme is another provider of templates, with a few white paper formats that really catch the eye.
If you have enough internal resources, think about creating a range of white paper templates. Investing the effort now can lead to more seamless content production down the line, including rapid iteration of white papers to respond to current events or explain product updates.
Be sure to have your color scheme interwoven throughout the template, and leave designated space for graphics, visuals, custom illustrations, charts and other design elements. Whatever template you decide to use or develop on your own, be sure to make good use of it. White papers are valuable content types for all customer demographics and effective lead gen tools — but only if they are high quality and targeted.
Templates help you more consistently create at that level. Ready to create your own white paper? By entering your email address, you agree to receive emails from Brafton in accordance with our Privacy Policy. You may unsubscribe from these communications at any time. You're subscribed! It should also be enticing.
Bland title example: White paper on Law Some audiences are seeking that authoritative indicator. Other readers may be scared off from valuable content because of the term. As always, think of what your audience would prefer. It allows the reader to ensure they have found a document relevant to their needs. The problem statement specifies the issue the white paper will address. This section provides the background information required for the audience to grasp the problem and, ultimately, the solution.
The content may be detailed and technical or broad and high-level. The content depends on the reader and the problem. If original research is completed for the white paper, the methods should be communicated. Based on the preceding information, the solution is now presented.
It is developed and argued for using the gathered evidence and the expertise of the author and their company. Recommendations based on the solution are provided. All sources used to develop the white paper must be collected and cited in this section.
It adds validity to the document. It also gives the reader content for further research. Writing a good white paper is not a simple task. And, a good white paper increases business opportunities. They look quite far ahead in the future and make bold predictions.
While these three templates stand apart in their utility and purpose, some of their elements can be borrowed and combined with others. For example, the first template uses graphs, numbers, and images to weave a story — feel free to select portions of it in a different template. Remember that white papers are timeless pieces that once created can live to get you more business much long after they were created.
What is a White Paper? Identify the topic Make sure you identify the topic for the white paper, the target audience, and its coverage. Determine the objectives If there are a number of stakeholders, determine the objectives of creating the white paper.
Let experts be the authors Identify the authors in your organization who will create the white paper and timelines for it.
Use visuals Use charts, pictures, graphs, blurbs and callouts to weave a story as they get consumed easily. Provide real-life examples Real-life stories add authenticity to your central theme and the solution you are suggesting. Use well-defined white paper templates One of the biggest stumbling blocks in the white paper creation process is the availability of templates or white paper formats. White Paper Format — Type 1 This template is used where the topic is not too intense, yet its importance cannot be brushed aside.
Here are a few examples that you could consider before using this template: How cardiovascular diseases can prove fatal and steps to avoid them. Industry: Healthcare How virtualized networks can help healthcare organizations improve patient care. Industry: Healthcare How dialogue marketing can help businesses succeed in Germany. Geography-focused Effective data management techniques to integrate, clean and maintain your data.
Generic If you noticed each of the above circumstances have a problem at hand in the beginning.
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