Let’s be honest, “white paper” doesn’t sound exciting. It sounds dry and boring. Something a government geek in a grey suit might draft on a rainy afternoon.
But white papers are surprisingly powerful. In the business world, they’re like persuasive essays in disguise, backed by data and designed to guide decision-makers, not bore them. Done well, a white paper can explain complex solutions and give your product or service a serious edge.
So, what is a white paper?
According to Gordon Graham (aka That White Paper Guy), a white paper is “a persuasive essay that uses facts and logic to promote a B2B product, service, technology, or methodology.” Think of it as a cross between a helpful guide and a low-key sales pitch.
White papers are typically used in B2B marketing. Their goal? To help readers:
- understand a tricky issue
- solve a real-world problem
- make a well-informed decision.
They often feature clean design and visuals, but their strength lies in clear, well-organised text, something with substance that speaks to both brains and budgets.
Where did white papers come from?
The term goes back to the British Government in the 1920s, when policymakers used “white papers” to float ideas and invite feedback. Businesses picked up the concept in the 1990s and gave it a makeover: instead of policy proposals, they used white papers to promote complex or costly products with data and credibility.
Today, white papers are used across both government and industry. They’re especially handy when you’re introducing something new, technical or important.
The Three Types of White Papers (Yes, There Are Types!)
Gordon Graham outlines three main flavours:
The Backgrounder
This version dives deep into a product or service. It’s often used during launches or sales conversations to showcase benefits and justify value, especially when the offering is expensive or technical.
The Numbered List
A faster, lighter read. Think “5 Things to Know Before Choosing Project Management Software” or “7 Mistakes Companies Make with Cloud Security.” They are great for grabbing attention and ideal for repurposing into blog posts and newsletters.
The Problem–Solution
This is the “king of content”. It explores a specific industry problem and presents a compelling solution, backed by solid research and third-party data. Think of it as thought leadership with purpose; it builds trust, generates leads and positions you as a serious player.
Who uses white papers?
Mostly B2B companies. If you’re selling something that’s innovative, complex or pricey, a white paper can:
- explain what you do (without the jargon)
- build trust with your target audience
- support your sales process.
B2C businesses don’t often use white papers—most consumers don’t need ten pages to decide which vacuum cleaner to buy—but there are exceptions, particularly in health and wellness.
Who writes them?
Sometimes, in-house staff like product managers or engineers take a crack at writing white papers. But the format requires a particular blend of storytelling, structure and strategy, which is why many companies bring in specialists.
White paper writers usually come from three camps:
- technical writers who moved beyond manuals
- journalists who pivoted to business writing
- copywriters (like me!) who added white papers to their toolkit.
I’m in the last group. I’ve completed a white paper writing course with AWAI, and my background in academic editing and research makes me right at home with structured, fact-based content.
Need a white paper?
Need a white paper that builds informs and drives action? Let’s talk about your project.
