White papers are one of the most frequently requested forms of content we produce at WD Editorial.
If you’re wondering what a white paper is, they are authoritative, detailed documents that tackle a specific issue, challenge or development within an industry. They feature a combination of focused research, expert insight and logical argument to educate readers, and usually support a particular solution or approach.
While traditionally associated with governmental policy documents, white papers have evolved to become powerful B2B marketing tools that can maintain their relevancy and continue to deliver value for several years after their publication.
Are white papers still relevant in 2025?
In today’s digital world, where information (and misinformation) flows freely across countless platforms, white papers published by authoritative entities remain among the most trustworthy knowledge sources. They are, therefore, still a vital component of many B2B marketing strategies.
White papers’ enduring relevance stems from their ability to:
- Build trust and establish thought leadership in an industry
- Generate and nurture high-quality leads
- Increase brand visibility and authority
- Support sales teams with detailed, credible content
- Provide in-depth analysis of industry challenges and solutions
- Showcase an organisation’s expertise and insights
Different types of white paper
White papers come in numerous forms to suit a variety of objectives and purposes. Some of the most common examples of white papers published by B2B companies include:
Backgrounders and technical papers
Deep dives into products, services or technologies. These papers typically outline technical specifications, features and benefits, and are often used when launching new products or explaining complex solutions.
Educational/market research papers
Comprehensive analysis of industry trends and developments. These white papers establish thought leadership by presenting original research, survey findings or expert analysis of market dynamics to help readers understand the broader context of industry challenges.
Problem-solution papers
Exploring specific challenges and presenting detailed solutions. They start by articulating a common industry problem before methodically present a solution, often subtly positioning the organisation’s offering as the ideal answer.
Numbered lists
Structured guides offering multiple approaches or considerations. While less formal than other white paper types, these can be highly effective for breaking down complex topics into digestible sections, particularly when targeting decision-makers who need quick access to key information.
What should a white paper look like?
There is no one-size-fits-all formula for white papers as their length, layout and feel depend on the type, target audience and purpose.
However, some general pointers can help guide their development…
White papers are typically denser than e-books and are not designed for skim reading, though many include an executive summary for those wanting a quick digest of key points. That said, breaking up the main body text with bullet point lists, pop-out statistics and quotes helps maintain readability and engagement.
The purpose and topic of any white paper should be made abundantly clear from the title page or abstract (we’ve been given rescue jobs where this has not been the case). Style-wise, white papers should be professional, serious and meticulously edited. It’s also worth investing in professional design to optimise page layouts, typography, images, graphics and colour schemes.
Finally, every white paper should include a clear call to action at the end, pointing readers towards more information or ways to contact the publishing organisation.
Who writes white papers?
White papers can be produced either by professional white paper writers or an in-house expert.
Many are ghostwritten and attributed to subject matter experts or simply published under the company brand. In our experience, the most effective approach combines internal expertise with professional writing skills.
While in-house experts possess technical knowledge and industry insights, translating complex information into engaging, readable content often requires a specialist touch. This is where professional white paper writers add value by bringing both writing expertise and fresh perspective to the project.
How much does it cost to write a white paper?
The cost of creating a white paper will largely depend on who writes it. While handling it in-house may well be a cheaper option versus white paper freelance rates, it may not be the most efficient or effective solution.
The same goes for understanding how long it takes to publish a white paper – you will likely find that a professional white paper writer can provide results faster, without compromising on quality.
With that said, white paper freelance rates for professional white paper writers may vary.
At WD Editorial, we provide bespoke white paper freelance rates for all white paper projects, as each one varies in scope and process. Our costings consider factors such as word count, level of research required, volume of material to examine, and the stage at which we become involved. Some clients ask us to create initial outlines based on key messages, while others come with defined structures and the information needed to begin drafting.
Are white papers published?
Typically, white papers are published as PDFs, and can be downloaded in exchange for contact information, or sometimes a fee. This is a marketing technique known as “gated content”.
Since white papers are usually gated, the documents themselves may not need SEO optimisation. Gated content has limited SEO benefits since search engines can’t access or index hidden content. Instead, companies should focus on creating an SEO-optimised landing page to host the download.
White papers can also serve as the backbone of broader content marketing efforts. Once published, they can inspire and inform press releases, blog posts, social media content, podcasts, infographics, webinars and other assets.
Consider using parts of your white paper to create shorter marketing pieces like blogs to funnel traffic towards downloading the entire white paper – when readers are researching topics on these blog posts, include a call-to-action that invites them to download the white paper to learn more.
If you’re curious about what a white paper is or how white paper freelance rates are structured, contact us anytime to find out more.
