How to Write a White Paper That Converts in 2025: Step-by-Step Framework for B2B Marketers
White Papers Generate 2X More Leads Than Other B2B Content Types. Let's See How to Write a Proper One
I noticed an interesting pattern—the only type of ads I react to on LinkedIn or Facebook is a white paper/ebook promo. Okay, maybe I am a bit susceptible to “dancing Shiba Inu dogs” type of ads, but you get the point: if I click on an ad, it is usually a white paper – a deep dive into a specific topic enriched with stats, data and case studies.
Why? Because I know that yes, I will be being sold something when I fill in that download form, but also I will get some value from the piece. Stats show that I’m not alone: 63% of B2B companies consider white papers one of the most effective forms of content they use. Meaning, a lot of people provide their data to read it. It is your powerful lead generation tool, let’s see how to use it.
Why are white papers so effective? Well, it’s not a webinar where a person needs to spend a lot of time with limited control over which content they can consume and which to skip. You are in charge here – you can royally skim through the text to check if there is anything useful for you, or dig in studying every number and taking hours to learn the topic. Also, it’s not a blog which is often shallow and doesn’t go into the nitty-gritty of the topic you want to learn about. White papers have concentrated value, they are the ginger shot of useful content.
I love white papers not only as a reader but as a marketer as well. Throughout my career, I’ve witnessed how effective this type of content is, especially in B2B. In this article, you will learn why white papers are an effective marketing tool, how to write a converting white paper, how to promote and how to monetize it. As a result, you will get a roadmap for creating a powerful lead generation tool that can drive you leads for years. Let’s go!
Some Stats about White Paper Marketing Efficiency (Skip if You Don’t Care About Numbers)
Often numbers are the meat of any white paper, that’s why I can’t ignore this section. Also, I think that numbers are great – they give us a lot of material for rationalization of the emotional decisions we’ve already made 😄 Here are some stats on why white papers are great for your marketing:
The average conversion rate for white papers is a whopping 4.6%, according to a study by LeadGen App. That's nearly double the average conversion rate of 2.4% for all other types of content.
And if you're in the IT industry, listen up: a staggering 91% of IT buyers say white papers are the second-most influential type of content in their purchasing decisions, second only to product demos.
When it comes to high-end products and services with longer sales cycles, white papers reign supreme. Over a 6-12 month period, white papers have been shown to drive conversions like no other content type.
Now, let’s finally explore how to write effective white papers.
1. Choose a White Paper Topic That'll Make Your Audience Drool
Your white paper topic has to be relevant to your audience, have enough demand, be SEO-optimised and catchy. Let’s explore the ways you can find such ideas:
a. Stalk your own content – which blog articles are bringing you results already?🕵️♀️
Before you go searching for greener pastures, take a look at the content you already have. Explore your Google Analytics and see which blog posts, landing pages, and social media updates get the most traffic and conversions. Chances are, those are the topics they're most interested in learning more about. You can go to the “Pages and screens” report in your Google Analytics account for this.
But don't just look at traffic – pay attention to engagement metrics like time on page, bounce rate, and social shares. If people are spending a lot of time reading a particular post, or if they're sharing on LinkedIn, that's a good sign that the topic has struck a chord.
Once you've identified your top-performing pieces, consider how you could expand on them in a white paper. Could you dive deeper into a particular subtopic? Could you provide more examples, case studies, or data to back up your points? The key is to take what's already working and make it even better.
b. Explore your customers' minds – surveys, tickets, interviews 🧠
Your customers are a goldmine of topic ideas – you just have to know where to look. And no, I'm not talking about hiding in their bushes with a pair of binoculars (although if that's your thing, hey, I'm not judging). Instead, try these tactics:
Send out a survey asking your customers what challenges they're facing, what questions they have, and what topics they'd like to learn more about.
Scour your customer support tickets, chat logs, and social media mentions for common questions, complaints, or pain points.
Conduct interviews with your best customers to get a deeper understanding of their needs, goals, and challenges.
Attend industry conferences, events, and webinars to see what topics are buzzing and what questions people are asking.
c. Ride the trend wave – analyze Google Trends, Buzzsumo and Media 🏄♂️
Trends come and go faster than a TikTok dance challenge, but if you can catch one at just the right moment, you can ride that wave all the way to white paper glory. But how do you know what's trending? Here are a few places to look:
**Exploding Topics** will show you search trends that are gaining momentum, their paid version can show trends specific to your industry.
You can ask Perplexity about “trending topics in [your industry]”, it will provide you quite a detailed overview.
Google Trends will show you what’s trending and a trend’s performance over time.
Analyse popular topics in your industry media. Conference agendas and speaker lineups are also great sources.
Reddit Pro has an analysis of trends, you can check them for popular posts for your industry.
Once you've identified a trend that's relevant to your audience, think about how you can put your own spin on it. Can you offer a fresh perspective or a contrarian view? Can you provide data or examples that challenge the conventional wisdom? The key is to add something new and valuable to the conversation.
d. Get your Sherlock on – Check on Your Competitors 🔍
Sometimes, the best way to find a white paper topic is to do some good old-fashioned detective work. And no, I don't mean dusting for fingerprints or interrogating suspects under a bare lightbulb (although if that's your thing, again, no judgment).
Instead, try these tactics:
Use tools like Buzzsumo and Ahrefs to see what content is getting the most shares and backlinks in your industry.
Check out your competitors' white papers and see what topics they're covering (and more importantly, what topics they're not covering).
Use keyword research tools like Google Keyword Planner and SerpStat to see what terms and phrases people are searching for related to your industry.
The key is to approach your topic research like a detective – always be on the lookout for clues, follow the evidence wherever it leads, and don't be afraid to dig deeper when something catches your eye.
e. Let AI help you to pick the topic
You can ask Claude to generate your white paper ideas or Aiter.io (which is faster and more in-depth).
Choosing the right white paper topic is part art, part science, and part gut instinct. But if you follow these strategies and keep your audience's needs front and center, you'll be well on your way to creating a white paper that doesn't just inform but gets you results.
Now, let's talk about how to structure your white paper for maximum impact. But if you find the article useful enough for you already, consider subscribing to my blog for upcoming articles on marketing and growth.
2. Use Branding and Copywriting Frameworks to Outline Your White Paper
Alright, you've got your topic locked and loaded. Before you start typing away, it’s better to take a step back and think about its structure.
Because here's the thing – the way you organize your white paper can make or break its effectiveness. A well-structured white paper leads the reader on a logical journey from problem to solution, building trust and credibility along the way. A poorly structured white paper, on the other hand, is like a maze without an exit – frustrating, confusing, and ultimately, a waste of everyone's time.
Here are three tried-and-true frameworks to make your white paper smooth and logical:
a. The Classic Problem-Solution Framework 🧩
This is the go-to framework for most white papers, and for good reason – it works. Here's how it breaks down:
Introduction: Set the stage by introducing the problem your white paper will solve. Use statistics, anecdotes, or examples to illustrate why it's a big deal and why your audience should care.
Problem: Dive deeper into the problem, exploring its causes, consequences, and complexities. Use data, case studies, or expert opinions to back up your points and build credibility.
Solution: Introduce your solution and explain how it addresses the problem. Focus on benefits, not just features, and use concrete examples to illustrate how it works in practice.
Proof: Provide evidence that your solution actually delivers results. This could include case studies, testimonials, or data from your own research or third-party sources.
Conclusion: Summarize your key points and provide a clear call-to-action for what you want your reader to do next (e.g., sign up for a demo, download a free trial, contact your sales team).
This framework works because it follows the natural flow of human curiosity – we're wired to seek out solutions to problems that vex us. By leading with the problem and then presenting your solution as the answer, you create a sense of urgency and relevance that keeps readers engaged from start to finish.
b. The Hero's Journey Framework 🦸♀️
If you want to get a little more creative with your white paper structure, try the Hero's Journey framework. This classic storytelling archetype has been used in everything from ancient myths to Hollywood blockbusters, and it can work wonders for your white paper too.
Here's how it might play out:
Ordinary World: Set the scene by describing the status quo in your industry or your audience's world. Paint a picture of the challenges they face and the obstacles in their way.
Call to Adventure: Introduce a new idea, insight, or solution that offers a way forward. This is your white paper's "hook" – the thing that grabs your reader's attention and makes them want to keep reading.
Refusal of the Call: Acknowledge the doubts, objections, or resistance your reader might feel towards your new idea. Address them head-on and offer counterarguments or evidence to overcome them.
Meeting with the Mentor: Position yourself or your brand as the wise guide who can help your reader navigate this new terrain. Offer insights, advice, and support to help them on their journey.
Crossing the Threshold: Describe what it looks like to put your ideas into action. Use case studies or examples to illustrate how others have successfully made the leap and reaped the rewards.
Tests, Allies, Enemies: Explore the challenges and obstacles your reader might face along the way, and offer strategies for overcoming them. Highlight the allies (e.g., your product or service) that can help them succeed, and the enemies (e.g., competitors or naysayers) they'll need to watch out for.
Approach to the Inmost Cave: Take your reader to the heart of the matter – the core insight or aha moment that will change the way they think about their challenge or opportunity.
Ordeal: Describe the tough choices or trade-offs your reader will need to make to achieve their goal. Acknowledge that change isn't easy, but that the rewards are worth it.
Reward: Celebrate your reader's success and paint a picture of what their world looks like now that they've triumphed over their challenge. Use data, testimonials, or case studies to illustrate the tangible benefits they can expect.
The Road Back: Offer guidance on how your reader can maintain their momentum and continue to reap the rewards of their journey. Provide resources, tips, or next steps they can take to keep moving forward.
This framework works because it taps into the power of storytelling to engage readers on an emotional level. By casting your reader as the hero of their own journey, you create a sense of empathy and identification that keeps them invested in your message.
c. The Jobs-to-be-Done Framework 🎯
When writing a white paper, one of the most powerful approaches is using the Jobs-to-be-Done (JTBD) framework. Popularized by Clayton Christensen, JTBD focuses on understanding that people don't buy products – they "hire" them to get specific jobs done.
The core JTBD formula is: "When I [situation], I want to [motivation], so I can [expected outcome]." This framework helps you structure your white paper around your readers' true motivations rather than just product features or surface-level problems. Here's how to build your white paper using JTBD:
Job Definition: Start by clearly articulating the core "job" your readers are trying to get done. What are they ultimately trying to achieve? Use voice-of-customer research and real quotes to show you understand their true motivations.
Current Solutions: Explore how your readers are currently trying to accomplish this job. What tools, processes, or workarounds are they using? What are the limitations and frustrations they face?
Job Map: Break down the job into its key steps or phases. What needs to happen at each stage? What are the critical moments where things often go wrong? Use flowcharts or diagrams to make this clear and digestible.
Desired Outcomes: Detail what success looks like from your readers' perspective. What metrics matter to them? What emotional and functional outcomes are they seeking? Back this up with data and customer stories.
Solution Alignment: Show how your solution helps them accomplish their job better than existing alternatives. Focus on specific outcomes and metrics that matter to them, not just features.
Implementation Journey: Provide a clear path forward. How can they start using your solution to get their job done better? Include practical steps, timelines, and resources needed.
This framework works because it shifts the focus from what your product does to what your readers need to accomplish. By structuring your white paper around their actual jobs-to-be-done, you create a compelling narrative that shows you truly understand their needs and can help them achieve their goals more effectively.
No matter which framework you choose, remember that the key to a successful white paper is to keep your reader's needs and interests front and center. The final result – your outline should tell a story in itself, it should be a TLDR for your piece. Here is an example of a great white paper outline that does it, it’s the table of contents for a white paper on YouTube for business.
Now that you've got your structure down pat, it's time to start filling in the details. In the next section, we'll talk about how to craft compelling content that keeps your readers hooked from start to finish.
3. Writing Compelling Content That'll Make Your White Paper a Page-Turner
Alright, you've got your topic and your structure is tighter than a pair of skinny jeans on a hipster. Now comes the fun part – actually writing the darn thing. Start with your outline, drafting your thoughts about each section. The best copywriting framework here is to combine:
Rational: data, stats, cases, facts.
Emotional: metaphors, humour, idioms.
Social: quotes, testimonials and contributions.
Remember about the Jobs To Be Done framework – your reader came to your content piece to “hire” your expertise to get his job done. It’s good to always bear it in mind while writing so you deliver value. This requires a delicate balance of substance and style, data and storytelling, education and persuasion. Let’s cover how to maintain it:
a. Make your voice heard (and consistent) 🎤
The tone of voice is an extension of your brand and a way for you to communicate not just what you know, but who you are. If your white paper's tone of voice doesn't match your brand's tone of voice it feels disconnected or inconsistent with the rest of your marketing materials, which means distrust. And distrust is the enemy of conversion and the dark side of the Force.
Create a style guide that outlines the key elements of your brand's tone of voice, including word choice, sentence structure, and formatting.
Use that style guide as a touchstone throughout the writing process. Refer back to it often to ensure that your white paper stays true to your brand's voice.
Don't be afraid to let your personality shine through. A white paper that sounds like it was written by a robot is a white paper that's destined for the digital dustbin.
As a result, you will get a white paper that feels like a natural extension of your brand – and a natural fit for your target audience.
b. Bring out the big guns – Data 📊
Data is sexy. It's the little black dress of content marketing. Here's the thing – people trust statistics, percentages, charts and graphs.
Where to find data? Here are some places to go:
Your data is the most valuable one. If you can share some stats on your product usage or conduct a survey of your user base on a topic they are interested in – this is the best data you can provide. Just make sure to follow the book and provide statistically significant results.
Industry reports and research. You can start with Statista, IBIS World, CB Insights or Market Research, they provide a lot of data for free.
Academic research and studies. Google Scholar, Connected Papers or AI-powered Consensus will help you.
Government statistics and data, you can google it almost for any country.
Old school googling but I prefer Perplexity even more because it conveniently compiles the data.
Once you've got your data, the next step is to make it sexy. Put those numbers in a colourful chart or an eye-catching infographic, invest in some good data visualization tools (like Canva, Venngage, or Infogram), and make your data look awesome. Here are examples of data visualization that could be a good reference:
c. Make it real with examples and case studies 🌍
Data is great, but it can be a bit abstract. When it comes to white papers, you don't want your readers to feel like they're stuck in a calculus lecture (comment if you feel like it now, I know my writing is a bit boring 😉). Make it real for them. Use examples and case studies to show them how your ideas and insights apply to their world and challenges.
Examples are like the salt and pepper of your white paper – they add flavour and spice to your content. They make your ideas more tangible and memorable. They don't have to be long or complicated. A quick anecdote or a one-sentence illustration can do the trick.
Case studies, on the other hand, are like the main course of your white paper feast. They're meatier, more substantial and satisfying. They show your readers how your ideas have been put into practice in the real world, with results.
Here are a few tips on how to find case studies for your white paper:
Look for success stories among your own customers or clients. This is the best way to subtly promote your product.
Reddit is one of the best sources of case studies. You can also ask people for their stories on relevant threads (just make sure to ask for their permission to publish). Quora is another great source for it.
Scour industry publications and case study databases for relevant stories. You can use Perplexity again.
Once you've got your case studies, the key is to make them come alive on the page. Use vivid details, compelling quotes, and concrete results to paint a picture for your readers. Make them feel like they're right there, experiencing the challenge and the triumph alongside your protagonist. Here is an example of great implementation of the approach:
d. Make it easy (and interesting) to read 📖
In today's attention economy, boring is the kiss of death. If a white paper doesn't grab a reader's attention from the first sentence, usually it means very few people will read it. So it’s important to make it both easy and interesting to read. Here is some advice on how to do it:
Use plenty of subheadings and bullet points to break up your text and make it easy to scan.
Incorporate visuals like charts, graphs, and infographics to illustrate your points and add visual interest.
Use short, punchy sentences and paragraphs to keep your readers moving through your content.
Avoid jargon and technical language whenever possible – or if you must use it, be sure to explain it in plain English
Inject some personality and humour into your writing – a little wit and levity can go a long way in making your content more enjoyable to read
But perhaps the most important tip for making your white paper more readable? Tell a story.
Stories are the secret sauce of compelling content. They're the emotional glue that connects your ideas to your readers' hearts and minds. They're the difference between a white paper that informs and a white paper that inspires.
So, look for opportunities to weave storytelling into your white paper. Start with an anecdote that illustrates the problem you're solving. Use a case study to show how your solution worked in the real world. Close with a vision of a better future that your readers can help create.
The result? A white paper that's not just informative, but unforgettable.
e. Bring in the big brains – industry experts 🧠
Expertise is currency. When you bring in outside experts to contribute to your white paper, you're not just adding more voices to the mix – you're adding more credibility and trust. This increases the chances the content will be shared on social media and that it will persuade potential buyers to buy your product.
How do you find these unicorns of expertise? Here are a few places to start:
Reach out to industry experts or thought leaders for their examples. You can find relevant people on LinkedIn, often they are glad to share their stories.
Look for academic researchers or professors who specialize in your topic. Google Scholar or Consensus will help you here as well.
Searching through Substack influencers is another great way to find such people.
Tap into your own company's subject matter experts – this is the best way to position your company as an expert.
Once you've found your experts, ask them to provide quotes or to write a column for your content piece. This adds to your content from a different perspective and increases its authority. And here is a trick – when you finally publish it, you will possibly get reposts from them if you ask nicely. Meaning, additional downloads and sales for you 😉
Here are great examples of implementing expert quotes in a white paper:
f. Stand on the shoulders of giants (and make them taller). The skyscraper technique 🦒
A lot of great white papers are built on the foundations of existing content. They take what's already out there – the blog posts, the research reports, the competitor white papers – and make it better. This technique is called the skyscraper technique
Here's the thing – your readers are busy. They don't have time to read every blog post and article out there on your topic. But they do have time for one comprehensive, authoritative, and up-to-date resource. And that's where your white paper comes in.
So, how do you build a skyscraper? Here are a few tips:
Start by researching the existing content on your topic. Look for the most popular and most shared articles, blog posts, and white papers. Google, Perplexity, and Buzzsumo will help you.
Identify the key points and arguments in each piece of content. What data do they use? What examples do they cite? What insights do they offer?
Look for gaps and opportunities to improve on the existing content. Can you add more recent data? Can you provide more detailed examples? Can you offer a fresh perspective or a contrarian view? A survey results, more advice from experts?
Use the existing content as a springboard for your own ideas and insights. Don't just regurgitate what's already been written – build on it, expand on it, and make it your own.
The result? A white paper that's not just informative, but indispensable. The one that becomes a go-to resource for anyone looking to learn about your topic.
Now let’s learn how to design a white paper and explore some examples. If you find the content beneficial, feel free to subscribe for the next articles.
Designing for Conversion: How to Turn Your White Paper into a Lead Gen Machine
Congratulations – you've written a white paper that's informative, engaging, and packed with insights. You've poured your heart and soul (and probably a few cups of coffee) into crafting content that's truly valuable to your readers.
But if your white paper doesn't convert, if it doesn't turn readers into customers, then all that hard work might as well have been for nothing. At the end of the day, a white paper is a marketing tool. So, how do you design your white paper for maximum conversion? Let’s see:
a. Make it pretty (and scannable). Tips on a white paper design 💅
With white papers, design matters as much as content. Your readers are busy, bombarded with information from all sides, all day long. If your white paper doesn't catch their eye, then you've lost them before you've even begun.
So, how do you design a white paper that's visually appealing and easy to scan? Here are a few tips:
Use plenty of white space to give your content room to breathe. Avoid dense blocks of text that feel overwhelming or intimidating. Here are a couple of great examples.
Incorporate visuals like charts, graphs, and infographics to illustrate your points and add visual interest. Just be sure to use them sparingly and strategically – too many visuals can be just as overwhelming as too much text.
Don't be afraid to get creative with your layout and design. A white paper doesn't have to look like a boring academic paper – it can be colourful, dynamic, and engaging.
The result? A white paper that makes your readers want to keep reading – and keep engaging with your brand.
b. Tell them what you want by distributing CTAs strategically 🎯
To make your white paper conversion-focused, you need to evenly distribute CTAs throughout the whole piece. They're the triggers that turn passive readers into customers. Here is how:
Keep them clear and concise. Use action-oriented language that tells your readers exactly what you want them to do, like "Schedule a demo today."
Make them visually prominent. Use bold colors, eye-catching buttons, or other design elements to draw your readers' attention to your CTAs. An interesting trick that works on a subconscious level is to make people on photos in your white paper to look at the action buttons.
Place them strategically throughout your white paper. Don't just rely on a single CTA at the end – sprinkle them throughout your content to give your readers multiple opportunities to engage.
Tailor them to your target audience. Use language and offers that resonate with your specific buyer personas and their unique needs and pain points.
Here are examples of great CTAs:
Finally, your white paper is ready! But it’s only half of the job…
Congratulations, your white paper is ready! But this is only half of the job. To get the actual results, you need to spend at least the same amount of resources and time on promoting it. In the Part 2 (coming soon) you will learn how to promote the white paper you created. Subscribe and stay tuned! And also, if you need a high-converting white paper – just text me, I can do it for your company.
Also, you can follow me on LinkedIn for more thoughts on marketing.
As a bonus, here are links to some white papers I find creative and persuasive:
Cool, thank you for the examples and looking forward to the p.2!