Use this outline to develop your whitepaper

1. White Paper Outline
Preparation
1. Determine audience:
a. resist the urge to create a paper for multiple audiences by considering external stakeholders’
needs:
Strategic: needs competitive advantage or improved performance
Technical: needs details of product functionality, compatibility, integration, or security
User: needs to know how product will affect day-to-day work flow
b. also consider where these stakeholders are at in the buying process and their decision making
authority or influence
2. Get white paper buy-in from all internal stakeholders
(production, sales, marketing, all levels of management)
3. Determine white paper objectives (broad statements) and goals (specific statements)
4. Determine the preferred action the target audience should take
5. Determine what is in it for the reader who does not take any action
6. Define white paper scope and specifications; state what it is not
Basic Outline—Tailor it to your audience
1. Introduction
a. present high-level issues and trends
b. state problem and why it should be solved
c. state solution
d. justify solution with business benefits
e. objectively present alternative solutions
2. High-level solution
a. restate overview of solution
b. include relevant technologies
c. support arguments with tables, charts, and graphs
3. Detailed solution; include:
a. how the solution works
b. when it applies
c. why it should be used
d. how it should be used
e. market trend and market share discussion
f. competitive solutions
g. training needed to use it
h. regulation or political influences that may affect its use
i. pricing and distribution
business, marketing, and technical communication for people who teach, sell, and inform
rita braun | 2649 west 24th ave, denver, co 80211 | 720.341.6656
www.braunandcompany.com

2. j. warranty and service
k. intellectual property issues
l. financial model need to support its use
m. substantiate findings and proof-of-concept
4. Business benefits
a. include authentic reference to ROI, usability, adherence to standards, and value for the money
5. Summary
a. create as a standalone section; some read this section only
b. summarize main points
c. state call to action
6. Provide feedback mechanism
7. Include a few sentences about your company and contact information
White Paper Roll-out Strategies
* these ideas belong to KnowledgeStorm, Inc.; they are taken from their white paper:
“Eight Rules for Creating Great White Papers”
1. Post it on your web site
2. Post it on industry portals and directory sites
3. Build a search engine marketing campaign and use the white paper as fulfilment for relevant search
terms
4. Post it on partner-company web sites
5. Distribute it to the media; encourage article writing
6. Create direct response ads that appear when people search the internet on topics your white paper
covers
7. Place traditional classified ads offering the white paper in newsletters, trade journals and magazines
that cover your industry
8. Mail it to your prospect list
9. Hand it out at trade shows and conferences
10. Develop speaking engagements based on its content
11. Use it to educate employees and vendors about the market and competing solutions
12. Keep sales force supplied with copies to leave behind at a sales call
business, marketing, and technical communication for people who teach, sell, and inform
rita braun | 2649 west 24th ave, denver, co 80211 | 720.341.6656
www.braunandcompany.com