The structure of a white paper

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How to squeeze all the juice out of a White Paper to attract qualified leads

The example of the undergraduate project at university was perfect to help you understand how the structure of a white paper should be. Let's think back, what was your undergraduate thesis like? We'll help you remember:

Initially, a kind of background was presented in order to later pose a problem; the problem was explored in depth and then possible solutions were mentioned, emphasizing each one of chiropractor email address them. Although more than one person racked their brains, it is really simple when we look at it in retrospect.

Well, the white paper is very similar:

Cover with title.
Summary of content.
Presentation of a problem (which must also be solved).
Explanation of the problem or case.
The resolution of the problem by mentioning and some of its products, whenever naturally possible.
A conclusion or perspective specific to the company or brand.
Company description and contact details (website, email, social media, etc.).


It will always be important that when creating your white paper (no matter the topic) you consider in-depth research. A white paper will not be based on your own foundations ; that is, your assessments are important, but the data you decide to mention must be backed by research and not just by your own theories.

Therefore, your whitepaper should include statistical data or any type of information that reveals the current status of the topic in question.

How to prepare a white paper?
Be careful with the subject
Obviously, the topic is an important issue when starting to create a white paper. Remember that this material has a very specific niche; therefore, before choosing a topic, it is important to validate with your readership what their interests are.

LinkedIn groups can be a good channel to find out what the interests of that segment of readers are . Or you can validate through your own channels; that is, you can ask through online surveys, newsletters, social media, etc.

With the right data, you can understand your readers' interests and prepare excellent material.

Make yourself a script
You can't make excellent material by improvising. A White Paper is a document that must have impeccable pre-production. Therefore, once you have the topic, start creating a script to address even the smallest details or items that will give body and meaning to your material.

Be aware of the type of reader
When starting out, you should be clear that the white paper, whether in marketing or in any other field, is aimed at experts with in-depth knowledge and mastery of the subject in question. Therefore, you need to base it on research, so that you can explain in detail and in an understandable way the smallest technical aspect.

Always raising a problem
Consider that the main focus of a White Paper is the statement of a problem. After explaining the details, emphasis should be placed on the solutions to the problem. If you have any doubts about this, you can review the structure mentioned above again.

Remember that your White Paper should revolve around a problem and everything that leads to its solution ; whether it is in your own hands or not, you should consider the following point.