Writing White Papers

The Big 5 That Make A White Paper

It has been quite some time since I started writing White papers. Based on extensive research, I am putting down a synopsis of my understanding of white papers. An attempt to make the esoteric, simple!

Interestingly, all the requisites for writing white papers can be put into 5 important subheads each having 5 features, inspiring me to give the title The Big 5 That

Make A White Paper.

Writing White Papers

White papers are written primarily to educate the reader while subtly selling our own product/technology. Considered to be one of the most powerful educative marketing tools, White Papers are used to

• Introduce a new product/technology in the market
• Generate business leads
• Reinforce the superiority of the product/technology in the minds of prospective customers.

If targeted appropriately, whitepapers can make an impression on every reader who puts a hand on them.

The ‘Big 5s’ Of White Papers

Every business writer has his own take on writing white papers. However, there are a few ‘must haves’ or what I call the Big 5s, which need to be kept in mind while writing a white paper. These are

The 5Cs-Pillars of strength

• Content: A white paper without relevant and well researched content is of no use and only brings negative publicity to the company.
• Credibility: The white paper should be persuasive as well as believable. Fictitious data fails to make an impression with audience and generates doubt about the brand.
• Consistency: The white paper needs to be consistent in flow .Jumping from one topic to another makes the reader disinterested.
• Conciseness: Contrary to the general perception, verbose whitepapers are a complete turn-off for the readers. Ideal length of a white paper is 6-12 sheets
• Constitution: The framework of the white paper should be in order and should expand on the title. An oft seen whitepaper shortcoming is that while the title addresses a specific audience, the content talks to generic audience and offers a generic solution, missing the target completely

These 5Cs give the desired strength and foundation to the white paper

However, a well written white paper does not end at 5Cs. Infact, they are omnipresent in a white paper. Next in the plan of action is another set of 5s, the 5Is

The 5 Is-Blueprint of White Paper

1. Identification of the topic
2. Identification of the audience-its demographics/knowledge scope
3. Identification of the objective of the white paper. Is it being written to
   • Educate the audience about the technology/ product or
   • Reinstate ourselves as the best solution provider
4. Information assimilation & education about the product
5. Integration of above knowledge and drawing of skeletal framework – it is your roadmap to success

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