White paper questions and resources

Thinking of commissioning a white paper?

To ensure an effective white paper, make sure you answer the following questions:

1. Who is my audience?
2. What do I want them to do after they read my white paper?
3. What problem can I solve for them?
4. Why will my readers care about this problem?
5. What are the three main points I want to make?

Here are some resources that can help you learn more about white papers.

Online resources

• Gordon Graham website
• Susan Weiner, “White paper marketing: Walk a fine line“

Books

• Robert Bly, The White Paper Marketing Handbook—Bly says, “A white paper is a promotional piece in the guise of an informational article or report.”
• Michael Stelzner, Writing White Papers–a step-by-step guide to writing white papers

Looking for a seasoned white paper writer?

If you’re seeking a white paper writer who has written for leading investment and wealth management firms, I can help. You can learn more in “My process for writing your white paper.”

This post was updated on September 27, 2011, and May 18, 2015, to remove outdated links.