A white paper is an informative, comprehensive document that explains a complex issue or problem and provides possible solutions. It serves as a useful tool for decision making in many areas, including marketing and business strategy.

Whitepapers are more than simple blog posts or articles. They are thoroughly researched, well-structured documents that stand out for their expertise and authority. In a good white paper, the reader is guided through a clearly defined problem and given sound solutions.


Why are white papers important?

Whitepapers play a crucial role in inbound marketing. They can get potential customers to learn more about your business or become interested in your products or services.

A well-written whitepaper can reinforce your status as an industry expert and build trust with your audience. It can also serve as an effective lead magnet: You offer valuable information in exchange for contact information of your website visitors.

How to create a whitepaper?

Creating a white paper requires thorough market research and planning. Here are some steps you should follow:

  1. Define your goal: Before you start writing, you need to know what you want to achieve. For example, do you want to generate new leads? Or do you want to demonstrate your expertise?
  2. Determine your target audience: Who should read your whitepaper? Define your buyer persona carefully.
  3. Choose a topic: Your topic should be relevant and of interest to your target audience.
  4. Research thoroughly: A good white paper is based on solid data and facts.
  5. Create a draft: Plan the structure of your document carefully.
  6. Write the white paper: stick to a clear, concise writing style.
  7. Review and correct: Read your document carefully and correct any errors.

Remember that the main purpose of a white paper is to provide valuable information to the reader – not to bombard them with advertising.


In summary, a whitepaper is a powerful marketing tool that can help you build credibility, attract leads, and ultimately increase sales.

A successful whitepaper should always be well researched and offer readers real added value, only then can it complement your content strategy and take it to the next level.