What is a White Paper?
A white paper is an essay or explanatory document designed to persuade the reader about how the sponsoring organisation adds value or solves a business or technology challenge. In most cases, it's funded by the sponsor who is also responsible for its publication and dissemination. The formatted word count is usually around 2,000 words minimum (6-7 pages excluding the graphic assets) but can reach many thousands of words depending on the complexity of the subject matter
Goals
- Educate markets
- Influence and inform
- Add prestige to your brand
- Create and develop new markets
How long does the process take?
A2,000 word white paper takes around 7-10 days to complete the first rough draft for sponsor and peer review. Changes recommended by the sponsors and reviewers are incorporated into the first draft which is usually completed a few days later. Research adds an extra 2-3 days to the project if material is not provided by the client.
Milestones
- Initial briefing
- Research
- Write first draft
- Peer review
- Final rewrite and final draft
- Publish and publicise
How do we begin?
A conference call with stakeholders is a usually a good starting point. How we proceed from there depends upon the sponsoring organisation and how the research material is presented. Brainstorming sessions are very useful if the number of participants is limited.
This may assist the process
- Who is the audience?
- What is the objective?
- What are the key messaging components?
- What is the call to action?
- How will the success of the white paper be gauged?
- Your white paper is completed. What now?
