White Paper Format Options to Choose From

Before you commit to writing a white paper, it makes sense to think about the format you’ll choose. While they tend to follow fairly basic formats, the following should help you generate your own ideas.

White Papers for Government Agencies

If you’re creating a white paper for old fashioned reasons, because the government needs one, you don’t want to waste money on graphics or other features. In fact, the very content of these white papers tends to be so short and simple that they’d really have no purpose for such illustrations..

This white paper should give you an idea of all that you need. Really, as long as you have a word processor, you’ll be fine.

Two-Column Design

For any other purpose beyond the one we just mentioned, a two-column design is ideal. You want two columns because they make your white paper much easier and more interesting to read. They also allow your reader to skim through it as necessary when they’re looking for key points.

If you’re using graphics or a photo, then you may have a page or two with just a single column. For the most part, though, you want two on every page.

Starting with a Broad Explanation

One thing every writer must do before beginning a white paper is figure out who their audience is. If you have an especially broad market, it might make sense to create more than one version and target different niches separately.

If you’re trying to break into a market or grab brand new customers, your white paper should open with a broad explanation. Remember that most white papers are thousands of words. Many of your readers may not commit if they’re not sure where it is going.

However, if you’re selling to a market that already understands the industry, dispense with this step. Instead, provide an outline of what’s to come, sort of like a table of contents.

Diagram-Heavy White Papers

Every white paper should feature its fair share of graphics. You want plenty of eye-catching material to go along with your words. This doesn’t just help the reader understand what you’re talking about. It also makes it easier for them to commit to reading the white paper in the first place (most readers will page through it first; if the white paper looks intimidating, they may decide not to move forward).

One format that makes a lot of sense is to go heavy on the diagrams. Words can often only do so much. You could spend thousands of words trying to describe a new drill bit and how its movements are better designed for a specific purpose. On the other hand, you could just show a diagram and use a fraction of the words to tell the reader what is happening.

The Sales Funnel Approach

Some companies try to give their sales funnel new life in the form of a white paper. This isn’t altogether a bad idea, especially if you are using it to generate leads. In fact, white papers could be a major tool for automating your marketing in this regard.

With the sales funnel approach, you’ll begin by identifying a problem that your market is facing. Hint at the solution you’ll present to keep their attention. Then spend the following pages illustrating why your product or service is their best bet and rivals anything your competition can provide.

However you choose to format your white paper, it can’t be stressed enough that you must choose a visually pleasing style. White papers aren’t typical ads; they will demand your readers’ time to get through. One of the most important things you can do is convince them at the outset that what you’re about to say will be enjoyable and interesting.