Typically used to introduce technological innovations and products, white papers are a marketing tool used to lobby for a specific solution to a customer’s need. It is a great way to introduce a new product or innovation to the market, and to tell readers how the product can be used and what it can do for them. According to David Meerman Scott’s book The New Rules of Marketing and PR, “The best white papers are not product brochures. A good white paper defines a problem, offers a solution, but does not pitch a particular product or company.”

A white paper is used by decision-makers within companies, to support their recommendation of the solution for a challenge or problem. Though often given away online at no cost, most white papers require registration prior to downloading so the company providing the white paper can track its use patterns.

You will want to research the field that you are writing for so you can speak intelligently on topics you’ll cover in the white paper. Always write with your target market in mind so that you can craft your language to appeal directly to your reader while not making your writing too technical. Not everyone who reads your white paper will have equal knowledge of your industry and you will not want to bore them or write using terminology that they may not know. 

The following is a simplified format for a white paper:

1. Overview

2. State the problem or the changing industry trend

3. Offer a solution that directly addresses the problem (include how your product was created, the testing process, and how it can be used.)

4. Answer possible questions that may arise for your reader

5. Back up your claims with examples and statistics

6. Close with a review of the information provided

Two companies that offer syndication of your white papers to a wider audience are TechTarget and NetLine. Syndication services will send your white papers out to subscribing members who have indicated an interest in your topic area. This is a great way to generate leads from companies that are looking for solutions to the problems your white papers address. These types of business-to-business content sharing services will drive people directly to you, rather than force your company to take on promoting your white paper entirely on your own.

One of the major benefits of white papers is establishing your company as a leader in the industry you do business in. Your company will be distributing free information that will be valuable to decision-makers and businesses, and establishing yourself as a thought leader who companies may turn to in the future for advice or for their next major purchase.

For an example of an actual white paper written by Symantec visit http://www.hoffmanmarcom.com/docs/sym_ofm_wp.pdf