1. White Papers for Business
Lynn Lamont, MA - Business Writer – 586-405-2422 - March, 2016
White papers are the “King of Content” used by businesses to build mindshare,generate leads,engage prospects
and undercut competitors. They may be posted on the company website for an impressivereport statingrecent
product development includingcuttingedge technology and serviceinnovation.They present the company as a
competitive leader in its industry,worthy of new clients’consideration.This importantdocument has a reputation
of securingcoveted business decisionswhich significantly improvethe company’s bottom line. Many companies
investin new white papers 2 – 4 times per year to ensure results of consistentrevenue growth. They set asidea
significantportion of their advertisingbudget for the White Paper, usually spending$4,000 to $8,000 per
document. The return on this investment is usually very high,makingthe cost well worth the expenditure.
There are three styles of White Papers: The Backgrounder, The Numbered List and The Problem/ Solution. The
third style is discussed belowbecause itis the most widely used White Paper format. Most White Paper writers
work in conjunction with professional graphic artists to providecolor borders ,graphs and photographs for high
interest reading. Many hire a professional editor for written perfection.
The Problem / Solution White Paper
Definition:
The Problem/Solution Format White Paper is a persuasiveessay thatuses facts and logic to present a new solution
to a problem. It highlights the company’s best products and services to engage the customer in solvinghis/her
latestproblems.
Audience:
 Business to business buyers
 Potential and current clients
 Interested journalists
 Business magazineeditors and articlewriters
 Anyone interested in onlineor offlinebusiness publicity and marketing
 In-houseexecutives and sales peoplewho need fresh material for
presentation to potential and existingclients
Approach:
Useful information aboutan industry–wide problem that educates readers and positions your company as a
trusted advisor. Itis designed to generate leads,educate your market and build recognition for your company.
Length: 8-12 pages
Typical Content:
Executive summary of an industry-wideproblem. Existingsolutions and drawbacks. New improved solution. Case
Study (optional). Conclusions and call to action. Interesting content about the company includingproducts,
services and contactinformation.