White paper writing

A brochure with a cover page is not a white paper

Many documents called white papers are product brochures with more pages. A technical buyer recognises one by the third paragraph and stops reading, often before reaching the form you were hoping they would fill in. Worse, the download gave them a reason to distrust the rest of your material.

A real white paper argues one position about a problem your buyer faces, with evidence they can check. Your product belongs in the last section, as one way to act on the argument. That restraint is what makes the earlier sections credible enough to forward to a colleague.

Sources a sceptical reader can open

The fastest way to lose a technical reader is an unsourced statistic. Figures that circulate from blog to blog without an origin are easy to find and hard to defend, and a buyer who searches for one and cannot find it will question every other number. We only use figures we can trace to a primary source.

Your own data is often the strongest evidence, because nobody else has it. Anonymised results across your customers, benchmarks from your support logs or patterns from your usage data can make a paper genuinely new. We help you decide what is publishable and present it with the method stated, so it reads as research rather than marketing.

The paper also needs to work beyond the download. We plan it so sections can become blog posts, slides for a webinar and talking points for sales, which spreads the cost of the research across more of your marketing.