Avoiding a White Paper Fail
The white paper conundrum: Should your white paper be created by a professional writer?
Whether it is created by an inhouse employee with deep knowledge of company operations or a professional writer who is a subject matter expert, the success of your white paper is paramount.
A sales manager requests better content for prospects, the marketing director agrees to drive leads, and the project is assigned to a marketing manager who must figure out how to plan and execute a white paper. This is where the conundrum emerges.
A white paper conundrum represents a difficult problem with no clear right answer. In the business world, one such conundrum that organizations frequently face is whether to produce a white paper in-house or hire a professional writer. This decision involves weighing various factors including cost, expertise, time constraints, and quality expectations.
On one hand, using internal resources seems cost-effective and keeps knowledge in-house. On the other hand, the quality, timeliness, and opportunity costs present compelling reasons to outsource.
Contact us
Our engaging, well-sourced white papers deliver significant business value through multiple channels, establishing authority while driving tangible results for organizations that invest in creating high-quality content.
AVOID A WHITE PAPER FAIL!
A free assessment will show you the value of our professional white papers
The Value of a White Paper
Ageless content is one of the most important determinants of a white paper’s value. Content that can be repurposed again and again adds to the value of an exceptional, timely white paper that has widespread appeal. It has a long shelf life.
Compared to other marketing channels, producing a white paper is relatively cost-efficient while delivering an extremely high-value asset.
White papers are unlike other forms of technical writing—they are uniquely journalistic, technical, and persuasive. Therein lies their value.
So, Why Hire a Professional Writer?
Why Hire Us?
We can help you avoid a white paper fail and ensure that your white paper meets your expectations and achieves your goals.
- We offer a level of dedication that’s sometimes difficult to achieve with internal staff who have competing priorities
- We are contractually committed and actively engaged in your project until it is completed
- As subject matter experts, wecan research and acquire deep knowledge of the information you need to relay
- From concept to publication, the design and content of your white paper is our priority
- Graphics, charting, calculations and data analysis are all part of what we create
- Project abandonment is not an option, only flexibility to ensure a fact-based, attractive white paper
- Our work is exceptional, an attractive blend of graphics, storytelling, research, and analysis.
This combination of knowledge and distance allows us to connect the dots between your white paper and broader industry developments, lending credibility and relevance to your content.
Impactful and Effective
An exceptional, memorable white paper requires careful planning, thorough research, and strategic execution. Based on current best practices as of 2025, here are the key elements in the development process that make them successful–no matter who creates them. This is our process and the basis for our success–your success.
Strategic Planning
Before writing begins, establish a clear strategy:
• Define your specific topic and objective – determine what you’re trying to achieve with the white paper
• Identify your target audience and understand their pain points
• Ensure your perspective aligns with your company’s expertise
• Plan how you’ll promote and repurpose the white paper after publication
• Determine the appropriate length (8-10 pages or approximately 3,000 words is often ideal)
3-30-3 Rule
Follow the 3-30-3 Rule to maximize reader engagement:
3 seconds: Catch attention with a relevant headline and absorbing introduction
30 seconds: Show the white paper is worth reading with concise, explanatory first paragraphs
3 minutes: Demonstrate why the entire document is valuable by explaining its purpose, authority, and benefits
Structure and Organization
An effective white paper follows a logical structure:
• Start with a compelling introduction and executive summary that quickly captures attention
• Include a clear background section that establishes context and identifies problems
• Present your solution after thoroughly explaining the background and problems
• Save any product/service promotion for the end of the document
• Conclude by wrapping up key points and enhancing reader understanding
• Include a works cited section
Content Development
- Use the third person rather than first or second person pronouns to maintain professionalism
- Stick with facts rather than strong opinions or directives – let readers make their own decisions
- Present data, analysis, and original research to build credibility
- Include a diversity of sources to lend authority to your white paper
- Create a detailed outline before writing to ensure logical flow and comprehensive coverage
Design and Formatting
- Break up long blocks of text with graphics, sidebars, and emphasized quotes
- Add plenty of white space to prevent the document from feeling cluttered
- Use high-contrast text colors to ensure readability and reduce eye strain
- Highlight key metrics and quotes using infographics and standalone elements
- Ensure all formatting is consistent throughout the document
- Include visuals like charts, graphs, and diagrams to increase readability
Writing and Editing
- Create a captivating introduction that serves as your “elevator pitch”
- Focus on the most important details in your opening using active language
- Make the white paper skimmable with meaningful headers and titles
- Optimize for SEO if publishing as a webpage
- Revise multiple times to ensure clarity and engagement
- Enlist proofreaders to verify the paper is engaging and clear
- Make headings clear and specific to help busy readers scan effectively
The Solution to the White Paper Conundrum
The white paper conundrum of whether to produce in-house or hire a professional writer has a clear resolution when all factors are considered. While using internal resources might seem cost-effective initially, the expertise, dedication, quality, and efficiency that professional writers bring to the table make them the superior choice for most organizations.
By investing in a professional white paper writer, you’re not just paying for words on a page; you’re investing in a strategic asset that builds credibility, generates leads, accelerates sales, and delivers long-term value for your business. In the conundrum of white paper creation, professional writers emerge as the logical solution.
Research and Citations
- Conduct in-depth research using a mix of primary and secondary sources
- Interview industry experts and analyze proprietary data when possible
- Reference well-regarded third-party research to build credibility
- Keep a record of all sources used and cite them properly
- Use tools like Airtable or Notion to organize sources and insights
Sample White Papers
Business
Adopting generative AI in banking by Deutsche Bank (Financial Services, 2024)1 https://www.gerent.com/insights/white-papers
Report
The Next Generation of Industrial Innovation: Empowering Knowledge Workers in Consumer Goods
Policy
U.S.-China White Paper: A Four-Point Strategy to Enhance U.S. Competitiveness and Leadership
Thought Leadership
2025 Manufacturing Industry Outlook by Deloitte (Manufacturing, 2024)
Numbered List
Backgrounder
Greater Choice and Value for Advanced Analytics and AI by Cabot Partners
Briefing Paper
Non-Fungible Tokens (NFTs) Briefing Paper National Archives and Records Administration April 2024
Government
Risk Resiliency: California SB553 Requirements
Manufacturing
Problem/Solution
Automating the purchase-to-pay process by Basware (Financial Services)
Get In Touch
We create well-researched white papers on virtually any subject, ones that have broad appeal or ones intended for a select audience. They are engaging and effective. Talk to us and find out how we can help.