Long white paper: Elmer’s Banner Paper Roll


How to Write and Format a White Paper (With Examples)


White papers are a popular and powerful tool for content marketers. They can be used to position your company as a thought leader, to present useful and persuasive research and information about your products and services, and to generate leads. This ultimate guide will teach you everything you need to make white paper marketing a formidable addition to your content marketing strategy.



1. What is a white paper?

A white paper is an in-depth report or guide about a specific topic and the problems that surround it. It is meant to educate readers and help them to understand and solve an issue.

In the world of marketing, a white paper is a long-form piece of content, similar to an eBook. The difference between the two is that white papers tend to be more technical and in depth. The facts and opinions expressed in white papers are often backed by original research or statistics that the publisher has aggregated from reliable sources. They often include charts, graphs, tables, and other ways of visualizing data. 

The term “white papers” originated in England as government-issued documents. One famous example is the Churchill White Paper, commissioned by Winston Churchill in 1922.

Today, the term is most commonly applied to “deep dive” style publications. Businesses — especially in the consulting, financial, or B2B sectors — use them to communicate their organization’s philosophy on a topic, make the case for the superiority of their product, or simply to present research findings related to their field.

White papers are no less editorial than other forms of content, but the depth of research lends them an authoritative tone. For this reason, they are good candidates for promoting thought leadership.

Who uses white papers?

In the past, white papers were most often produced by governmental agencies, NGOs, think tanks, consultancies, and financial institutions that needed to present the findings of their ongoing research in a succinct format.

With the widespread growth and adoption of content marketing (the creation and distribution of non-promotional content intended to generate interest in a business and its offerings), white papers have become more common in other industries as well. Any organization that engages in content marketing can benefit from producing white papers.

Their popularity across industries is due to their versatility. While all white papers have certain elements in common, a B2B startup will use them differently than a large consultancy, and both will use them differently from a governmental organization.

Types of white papers

There are numerous types of white papers a business might publish.

  • One type is the backgrounder, in which the benefits of their product, service, or methodology are explained in depth.
  • Another is a problem-solution approach, which walks the audience through the solution to a problem that is common in their industry.

Other types of white papers simply present a summary of useful statistics and information about the state of a particular field or industry. An example of this would be the Content Marketing Benchmarks Budgets and Trends from the Content Marketing Institute.

Whatever type you produce, the contents of your white paper should serve to showcase your expertise in a given area. Your audience is searching for information, and will look for an authoritative source — a business they perceive as having in-depth knowledge of a subject.

The contents of your white paper should serve to showcase your expertise in a given area.

The purpose of a white paper

White papers enable you to build trust with your audience. They show readers that you’re reliable, experienced, and adept in a given domain. When potential customers search for information to help them understand a problem or opportunity they’re facing, and you provide them with a quality white paper that helps, they’ll turn to you again in the future.

This perception of authority can also serve to boost sales in an organization. More than half the respondents to the Eccolo Media B2B Technology Content Survey reported having read a white paper before making a buying decision. Buyers prefer to purchase from vendors they trust and see as experts in their field.

Finally, white papers are extremely useful for lead generation

. The Content Preferences Survey from DemandGen found that more than three-fourths of survey respondents were willing to exchange personal information for a white paper — more than for eBooks, case studies, analyst reports, podcasts, or infographics.

With all of these potential benefits, utilizing white papers in your content marketing strategy can produce great results.

More than three-fourths of survey respondents were willing to exchange personal information for a white paper.

2. White paper examples

When you think about white papers, you probably think of PDF articles with thousands of words. But times are changing and so is the way we produce and consume content.

Nowadays, every marketing collateral (including white papers) needs to be well written, well structured, and designed for every type of visitor. 

Here are some great examples of white papers doing exactly that. 

What Developers Want – CodinGame

This unique one-pager presenting findings from the Developers at Work Survey demonstrates how a white paper should be done. The animated, interactive data charts show off just what’s possible with our embed feature.

Open white paper 


Privacy and the GDPR – BDO

This well-produced special edition produced by BDO and creative agency Monte Media does an incredible job of turning a conventionally dull topic into a piece of content that’s engaging and comes to life.

Open white paper


Building and Applying a Content Marketing Strategy – Foleon

This white paper is a step by step guide to succeeding with content marketing.



3. How to write a white paper

Starting a white paper can be a daunting task. So much information and research are required that it’s easy to get lost in that portion of the work and let it become a roadblock to actually putting things on paper.

Even after the writing itself has begun, white papers are tricky to do well. Simply listing statistics without some form of narrative arc is a surefire way to keep your white paper from ever being read. Luckily, following a few simple guidelines can help keep a white paper engaging and make the process of finishing it much easier.

Pick the right topic

This might seem obvious, but without a topic that resonates with your audience, your white paper is not likely to be read. When choosing the right topic, you should consider three important criteria:

  1. It should be something you are qualified to write about.
  2. It should be something your audience is interested in.
  3. It should address a topic around which little
    content has been written already and thus fill a “content gap.”

Naturally, finding a topic that brings points 1 and 2 together is vital. White papers are meant to be authoritative pieces of content based upon the author’s experience and expertise, so it’s important to write about what you know. But you must match this to the interests of your readers if you’re to produce something they’ll be eager to engage with.

Don’t be afraid to crowdsource information from within your organization. If the topic of a white paper is related to engineering, why not interview an engineer or have them look over what you’ve written? The same goes for other roles. Crowdsourcing knowledge means having the power of a true expert in many fields.

Finally, filling a “content gap” will help your white paper get noticed and gain traction. By addressing a topic no one else has written about definitely, your white paper will be more likely to rank highly on search engines and even be featured elsewhere on the web.

Pro tip: You can even ask your audience what they would like to see in your upcoming white paper. You’ll get ideas, make your topic more relevant, and you’ll generate buzz around your content even before it’s finished. In fact, we used the same method for this guide!

Define your audience

Defining your audience goes hand in hand with choosing the right topic. But moving beyond your audience’s interests, it’s important to think of the

kinds of people who will be reading your white paper.

  • Are they fellow professionals, well versed in your subject?
  • Are they likely to be reading something they are relatively unfamiliar with?

Knowing this helps establish the voice you should use and whether industry-specific jargon is appropriate. It also narrows the scope of the research you should include. It’s always important to ensure all arguments are logically sound and well supported, but the stats and information presented should be relevant

to the specific audience you’re targeting.

Part of defining an audience in the age of Google centers around how people will find the white paper. This means thinking about which platforms specific personas use for research and what search terms they put in. Not only will this help a white paper get found by the right people, but it is useful when outlining the white paper later on.

Optimizing for keywords is important, but remember to write for people, not for search engines. Google is getting better all the time at understanding and matching search intent with relevant content.

Wrap it in a great intro and outro

Like with all good writing, your intro should serve to captivate your audience, pique their curiosity, and entice them to read further. It’s good practice to provide a brief summary of what they’ll find in the white paper and to emphasize exactly what benefit they’ll get from reading it.

Your outro is equally important, especially if you’re using your white paper to market your products or services. You should avoid any self-promotion in the body of your white paper, but you can certainly mention your relevant product offerings and how to obtain them — perhaps using a compelling call-to-action — at the end.

Pack it with value

White papers are not meant to be advertisements for your company, and you should avoid any overt promotion. Instead, you should provide plenty of useful information that will be valuable to readers even if they don’t become customers. Emphasizing value is the key to a great white paper that will get shared and widely read.

Remember, white papers serve to showcase your expertise as a company or brand in a given field. Your readers should come away having learned something useful and with the impression that you’re a reliable source of expert information. As pointed out earlier, generating this kind of reputation will lead to greater business success as buyers are more likely to purchase from companies they trust.

Emphasizing value is the key to a great white paper that will get shared and widely read.

Don’t be scared of multiple drafts

No first draft is ever a finished work. Elizabeth Bishop, the renowned and Pulitzer Prize-winning poet, wrote seventeen drafts of her poem “One Art” before it was completed. It’s now considered one of the best villanelles ever written.

While a white paper may not need seventeen drafts, there will undoubtedly be points missed and logical inconsistencies in the first version. Finishing a draft, stepping away, and coming back to it with a fresh mind is the best way to ensure quality. If there’s another good writer at your company, getting another set of eyes on it is even better.

Keep it interesting

White papers should be more detailed and thorough than blog posts or eBooks. This may cause them to be more dry and formal, but this doesn’t mean they have to be boring.

A trap that white papers easily fall into is using statistics as a crutch and not maintaining interest throughout. Technical as it may be, you still want your white paper to be read. To make this happen, it’s useful to borrow techniques from fiction and creative nonfiction writers.

There are lots of resources for learning about a plot, but generally, it has five parts, as illustrated in Freytag’s pyramid:

These won’t always correspond perfectly in a factual piece of writing like a white paper, but they can get you thinking about how to create and hold interest. Use those ideas to keep readers’ attention until the very end.

4. Mistakes a white paper should avoid

There are some pitfalls and common mistakes to avoid when writing a white paper. Each of these has the potential to make an otherwise stellar piece of content into a wasted effort. Here’s a brief list of things to look out for.

Sounding like a sales pitch

When white papers are used as part of a marketing campaign where businesses showcase their product, a common mistake is to make them sound like a sales pitch. Don’t let this happen; it will immediately turn your readers off. In a white paper, your audience is seeking unbiased, educational information that will help them, not try to persuade them. Save the sales pitches for other content, like product brochures.

Lack of adequate research

As previously mentioned, white papers should be well-researched documents. It’s true that conducting lengthy original research may be outside a marketing team’s budget, but merely including a few stats from the first page of a Google search simply won’t cut it.

Aggregating statistics and searching through scholarly work may take time, but the result will be worth it. For your white paper to achieve its intended effect, It’s important to establish your content as an authoritative source to which the audience would want to return.

Poor design

We’ll go in-depth into design in the next section, but it’s worth mentioning here. The written content of a white paper is what matters most, but neglecting design is a big mistake. Designmakes your salient points stand out and helps the reader understand what they’re reading. Using visuals (like images, videos, charts, and graphs) that support your arguments is crucial. Check out some white paper examples built with Foleon to see examples from clients of ours who have an eye for design.

Not telling a story

White papers are informative and factual. We’ve driven that point home already. That doesn’t mean they should be boring. Backgrounders, problem-solution white papers, and research findings all have a story to tell, and the reader is far less likely to make it through the entire piece without some form of narrative to keep them engaged. Setting up a problem, elaborating on a solution, and including some type of success story is a proven formula for making any type of content more story-like.

Leaving it abstract

Because most white papers will involve sharing research findings, it can be easy to leave them in the realm of theory without explaining how to utilize those findings on a practical level. This is true more of backgrounders but can be the case with problem-solution white papers as well.

A good example is the abundant amount of content on employee engagement. Many B2B cases have covered the importance of employee engagement and the pitfalls of getting it wrong. Too little of this content goes further and gives concrete examples of what companies in specific verticals can do to alleviate the problem.

5. White paper format

Before addressing anything else, we first need to talk about the format you’ll use.

A picture is no longer worth a thousand words. Today, its value is in the number of eyeballs it can keep glued to your content and the ratio of those viewers it convinces to click through to other sections of your website.

Your carefully crafted copy and painstakingly gathered statistics won’t earn those clicks on their own. The average human attention span is now less than that of a goldfish. And with 3.3 million Facebook posts, 448,800 tweets, and 149,513 emails sent every minute, competition for your readers’ attention is intense, to say the least. Long form mediums like the white paper need serious sparkle just to compete.

You’ll need more than just black text on a white background. Your design choices regarding things like color, typography, and the use of visuals will play a prominent role in the success of your white paper. Here are a few important principles to keep in mind for creating a quality white paper design.

Keeping mobile visitors in mind

More than 54% of internet traffic is now mobile, and web designers have adapted to this trend by creating what’s known as responsive design. Before this, web pages simply scaled according to the size of a user’s screen, retaining their layout. Naturally, this made most pages both unreadable and unnavigable on smaller devices.

Responsive design solved this by allowing elements on a page to rearrange, resize, or be completely hidden from view in response to the size of the screen. When a smaller screen is used, font-sizes increase, buttons become larger for touch screens, and the entire layout adjusts to make the page mobile-friendly.

But while this has become standard for web designers in a mobile-first world, producers of other digital content assets like white papers have generally not adapted. Surprisingly, most companies that offer white papers and eBooks on their websites still use PDF format.

The problem with PDFs is that they’re unreadable on smaller screens. They’re fixed-layout documents — they can’t adjust or adapt to different screen sizes. Reading them on a mobile device requires excessive zooming and panning around, which is a terrible experience for users.


Mobile traffic is ever-increasing. If you decide to produce your white paper as a PDF, you risk excluding this vast segment of your audience. It’s a design mistake that will cost you views and conversions.

See examples of responsive white papers

Emphasis and readability

Because in-depth white papers contain lots of text and visuals, as well as supplementary information like footnotes, figures, logos and copyright info, the danger is that your design becomes cluttered. Clutter accumulates before you realize it. You may choose a clean layout and color scheme, to begin with, but as you continue to add content, things can get crowded. Often, you must make tough choices about what not to include to strike the right balance between completeness and readability.

Good design makes bold choices and prioritizes important information. These choices and priorities affect layout, placement, color, font size, page order and more. Use these design elements to create emphasis on vital pieces of information. But be careful. Emphasizing too many pieces of information — or too few — will cause readers to struggle to discern what’s important.

Good design makes bold choices and prioritizes important information.

Have a look at what’s trending

Bold fonts and color schemes are in. If you look at the hippest tech companies right now, you’ll see lots of pastels and color gradients. Of course, all that might change tomorrow. But still, a great way to get inspiration when you’re just starting is to take a look at what design trends are currently popular.

U2’s frontman, Bono, sings “every artist is a cannibal, every poet is a thief.” And he’s right. Good designers are always drawing inspiration from other designers. The best way to create a successful design is to spend a lot of time looking at what others are doing successfully. Use Evernote, or a bookmarking service to save white papers and other exceptional designs that you encounter for future reference.

Don’t know where to start looking? Dribbble and Behance are two networks where great designers share their latest work. They consistently have material that’s on the cutting edge of what’s trending.

Design for your audience

While trends may inspire you, it’s more important to align your design with your audience and your subject matter.

  • Will you be addressing suit-and-tie financial executives or blue-collar management at construction firms?
  • Are you writing about changes to privacy regulations in the tech industry, or about the effects of farming on biodiversity?

Your design should support and strengthen your topic. The colors and typography should be consistent with what you’re writing about, the tone you’ve chosen, and the audience you’ve defined. Writing a white paper for a funeral parlor? Hot-pink headlines might be a bad choice. Taking color psychology into account can help you achieve the look and feel you’re after.

Brush up on the basics

No prior knowledge of design? No problem.

If you don’t have a designer working with you in-house, you can still teach yourself the basics of design and check work against those principles. A big part of the battle is knowing the search terms that will get you the knowledge you need. Luckily, good primers on basic graphic design are abundant.

After doing a bit of reading, start creating. Don’t be afraid of making mistakes. If you create a white paper and don’t like the design, try to pinpoint what it is about the design that needs improvement. After the reading you’ve done, you’ll have the tools to critique your own work and the work of others. This is the best way to improve and create well designed white papers.

Choosing the right tools

At Foleon, we pride ourselves on providing a tool that makes creating responsive digital white papers easy, even for those with no prior graphic design experience.

Choosing a tool like this, which takes the guesswork out of design, will shorten the time it takes for you to produce great white papers. There is a vast ecosystem of tools out there, each of which is geared toward a different purpose and skillset. The right one will enable you as both a designer and a writer.

See how you can scale engaging content creation.

6. Gating your white papers

For most companies, lead generation and growing lists of contacts for the sales and marketing teams are important activities. Attracting visitors to your site and offering them something of value in exchange for their contact information is a proven method for filling the top of your funnel.

But for this type of inbound marketing to work, two things are needed: exceptional content that visitors are eager to acquire, and a method for gating (or walling off) that content behind a form.

Many brands skip the first part and move straight to the second. They quickly produce something mediocre and put it behind a form. This might work in the short term for generating lists, but keep in mind that users expect more from content they “pay” for. The quality of your gated content serves as an indicator of the quality of your brand will affect your ability to turn prospects into customers down the road.

So how do white papers fit into lead generation efforts? They may act either as lead generation tools themselves or can be used to direct readers to other parts of a website that captures lead information.

What is gated content?

Walling expert content off behind a form designed to capture personal details is one of the most common techniques for generating leads. Gated content is any content that a reader cannot access until after they input some personal information, such as their name and email address. White papers and eBooks are two of the most common types of content used for this purpose.

Typically, a company will create a landing page that includes a description — and perhaps a preview — of what information readers can expect to find inside. The landing page will include a form for visitors to enter their personal information and thus gain access. After entering the required information, visitors are either presented with a download button or receive the gated content in their inbox.

There are plenty of variations on this formula, but the basic technique of providing “free” content and asking readers to “pay” by providing their personal information has been very important part of content marketing for a long time.

To gate or not to gate

While gating your best content is great for lead generation, there are some drawbacks as well. Walling off your white paper will mean it gets read by fewer people as not everyone is willing to give away their contact details.

An open-access white paper will be read by a wider audience. If it’s in-depth and authoritative, it may also do well organically and improve your search rankings. Gating it behind a form, however, will prevent search engines from indexing it.

It’s important to consider what the primary goal of your white paper is: disseminating information and gaining brand awareness or generating leads. If the latter is more important, then gating is a great option.


Another variation on gated content — and one that’s growing in popularity — is semi-gating. This can give you the best of both worlds by allowing your white paper to reach a wider audience while still retaining the ability to generate leads.

Semi-gating gives readers a taste of your white paper without requiring them to give up any info. You can, for example, make the first few pages of your white paper open access, and then make visitors fill in a form to read more. This works well because digital content is so abundant and brands must offer more for free or risk visitors turning elsewhere.

Allow your white paper to reach a wider audience while still retaining the ability to generate leads.

Offering more content for free also builds trust and brand loyalty among your readers. Let them know your white papers are valuable and helpful, and they’ll be more interested in giving you their personal information. You’re also more likely to gain qualified leads if readers have a chance to sample your white paper before converting.

Of course, semi-gating doesn’t mean giving away your entire white paper. Typically, there’s at least one section of the white paper that is exclusive to those who go through the gating process. Semi-gating can help reach a wider audience, build trust and loyalty, increase lead quality, and still help you capture the contact information you need.

Using social login

There’s a concept in marketing and design known as friction. Friction is anything that causes the sales process to slow down. It’s like a roadblock that makes it less likely prospects will convert, sign up, download, or purchase. It can be caused by a multitude of things including poor design, confusing navigation, subpar copy, too many form fields, and more.

Your ability to generate leads with a gated white paper will largely depend on how much friction is involved. Asking for more information than you really need is one common and unnecessary source of friction that can lead to losing potential readers.

The entire field of conversion rate optimization is geared toward removing friction — or making user interactions easier. CRO specialists make forms simpler, navigation more intuitive, and design CTAs that are more likely to be clicked. Optimizing your landing page for conversions is a vital part of any lead generation campaign.

But the reality is, asking for personal information will always be an obstacle for a large number of people. So the key here is to make the process easy and noninvasive as possible.

An excellent way to do this is by using social login to gate your white paper instead of a traditional form. This allows visitors to access your white paper with just one click.

Not only does this dramatically reduce friction, but it also gives you more information about your leads. LinkedIn and Facebook integrations can provide a user’s name and email address, but also their work history, educational history, skills, interests, and more.

Create white papers and eBooks that integrate with your favorite CRM or marketing automation platform.

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7. White paper distribution

So, after following the tips in this guide, you create an engaging, informative white paper that inspires readers to take action and deepen their relationship with your company. You gate it with social login to capture readers’ information and gain valuable insight into the interests and demographics of your consumer base.

Now, you publish it on your website, sit back, and wait for your Pulitzer.

Only, the traffic never comes… Where did you go wrong? You didn’t think about your white paper distribution strategy. 

The importance of distribution

The internet isn’t the same as it once was. Thanks to the massive amount of content produced every day for and an ever-growing number of channels, it’s a lot harder to get noticed. Unless you’re Gabriel García Márquez back from the dead, simply writing something and posting it online doesn’t guarantee readership.

To get eyes on your white paper, you need to be smart not only about writing and design but distribution as well. Some content marketing thought leaders go so far as to claim that you should spend 20% of your time on content creation and 80% on promotion.

Distribution is all about identifying traction channels where your ideal customers consume content and making your white paper highly visible on those channels. Depending on the audience you defined in the beginning, some will be more relevant for you than others.

Social promotion

If you’re at all familiar with marketing, advertising, or online media, chances are you’re aware of how important social media is to visibility. People from all walks of life, and from all over the world, are on Facebook, Twitter, and LinkedIn. Ensuring that you share your content regularly on these platforms will give you a solid base of promotion on which to build.

But it’s not enough to simply write a post and tweet it into the void. Try to find communities like Facebook and LinkedIn groups where your target audience is likely to congregate. Search for relevant hashtags on Twitter and Instagram. Find subreddits relevant to your industry.

Once you’ve found your audience, it’s much easier to connect with them. If you contribute to these spaces regularly, you’ll have an easier time keeping their attention and distributing your white paper.

Influencers and earned media

Public relations isn’t what it once was; influencer marketing has taken its place as the way to get noticed by the masses.

These days, influencers — people with large, engaged followings on social media and email — are better equipped to amplify your content than traditional journalists. They play a growing role in shaping public opinion and even in setting business trends. Shares from an influencer can even help you land spots in major publications the way press releases used to.

Social media is the best place to find influencers in your vertical. When you investigate the best communities in which to promote your white paper, look for the content that people are already referencing and sharing. Eventually, you’ll start to get a picture of who’s putting out content that’s getting widespread traction. These are the people whose voices can amplify your brand.

Start by interacting with them. Begin a conversation, comment on their pieces with regularity, and give them feedback on their work. There are great tools, like Voila Norbert and ContactOut, to help you quickly track down email addresses.

After building enough rapport, try offering to collaborate on future white papers or other types of content. This process can take some time because your goal here is to build a relationship.

Eventually, you can ask an influencer to share your white paper. You might even consider quoting them in the white paper itself — anything that gives them an incentive to share your work is helpful.

Pro tip: Try to find an expert in your white paper related subject and interview them. It will add value to your white paper and you’ll increase the chance that the expert shares your content with his or her extensive network.

Email marketing

The jungle of online content may thicken daily, but there are a few places you can still get readers’ attention. Email distribution has stood the test of time in this regard. It provides greater ROI than social, and it shows no signs of weakening.

If the purpose of your white paper is lead generation, email marketing will not be applicable. But for boosting sales, building trust, and establishing your brand as a trustworthy source of information, it’s important not to neglect your existing contact base.

Although email may not have the appealing viral possibilities associated with social media, it does have other advantages. Namely, anyone who subscribed to your email list chose to be there. This means you can expect a higher level of engagement from this audience than those who come in via other channels. Capitalize on their loyalty and engagement by encouraging contacts to share your white paper with their networks and thus multiply your distribution efforts.

This was discussed in the previous section, but it’s worth mentioning again here: another big advantage of Foleon’s gating features is that when your existing contacts share your white paper with their contacts, those people will be confronted with a login form that will allow you to capture their info and expand your email list further.

Going beyond the basics

The techniques discussed above are essential items in your white paper distribution toolbox. However, they’re not the only ones. The best way to distribute your white paper depends largely on your target audience and the industry to which your content speaks.

Take some time to critically evaluate and research how knowledge is shared in your industry. Every industry will be slightly different. Reaching people in these places is the best guarantee of effective distribution.

8. Handling your white paper leads

As we’ve discussed, white papers can serve a variety of objectives. They’re commonly used for thought leadership and to disseminate important research, relevant to a specific industry.

When it comes to content marketing, however, the most common use for white papers over the last several years has become lead generation. In chapter 6, we discussed how to bring readers to your white paper and capture their information.

Once you’ve properly gated your white paper and set up a solid distribution strategy, it’s time to think about how you’ll handle the leads that come in. If not properly tracked and nurtured, leads will quickly become cold and won’t lead to increased sales for your company. So how do you follow up with leads and maximize the opportunity you’ve created with your white paper?

How to track your white paper leads

The buyer’s journey outlines the steps a person goes through, from becoming aware of a problem they have, to learning about different solutions to that problem, to eventually purchasing a product or service (hopefully yours) that solves their problem.

To maximize the chances your new leads become paying customers, you must take the abstract concept of a buyer’s journey and map it to your specific content ecosystem. The actions your prospects take on your website can be indicative of what stage of the journey they’re in.

For example, you may see someone read a blog post on your site, then come back a day later to get your white paper, and then finally sign up for a free trial or an email list. After that, they might decide to make a purchase. As patterns begin to emerge around the journey your customers take, you’ll learn what actions on your part can help them to advance.

There are many tools available to help you analyze this journey for yourself. Google Analytics is probably the most widely used. It lets you track and compile data regarding user behavior on your website. You can define goals and generate reports that will show you steps users tend to take before completing those goals.

Targeting stages of the buyer’s journey

As it becomes more clear what actions visitors take before purchasing, you’ll better understand where to use your white paper in the buyer’s journey.

The question you should seek to answer is, where does it provide the most value to your potential customers? Do you see greater success when accessing your gated white paper is a prospect’s first interaction with your company? Or is it perhaps more effective to use it as an offer once visitors have returned a second (or third) time to your site?

You can see that white papers don’t exist in isolation but act as a member of an ecosystem. The related blog posts, landing pages, emails, social messages, and follow up sequences must all be carefully orchestrated and properly timed.

This process takes practice. It takes trial and error, and you must be a keen observer of trends. However, that effort will pay off.

…white papers don’t exist in isolation but act as a member of a content ecosystem.

Following up with your leads

Depending on where in the buyer’s journey you use your white paper, the way you’ll want to follow up with leads will be different.

  • If, for example, your white paper targets the awareness stage and the leads you gather are relatively unfamiliar with your company, it might be smart to enroll them in an email sequence that highlights other pieces of content on your site such as blog posts that are relevant to the topic they showed interest in.
  • If your white paper is for people in the consideration stage, and leads are already familiar with what you have to offer, you might consider following up by sending them special offers or exclusive deals — again, closely related to the topic of interest.
  • If you’re taking a highly targeted approach to distribution and using your white paper to generate hot leads that you think are already close to making a purchasing decision, the best way to follow up might be for a sales representative to reach out directly by phone.

This is what it means to nurture leads. By proactively keeping in touch with leads and offering them more relevant content, you maximize the likelihood of them becoming a customer.

Be prepared to write a lot more content

By this point, you should have all the ingredients you need to make your white paper a rousing success. However, you’ll notice by now the reality that your white paper fits into a larger ecosystem of marketing actions and content.

In today’s business world, producing quality content is one of the best ways to get your target market’s attention. But not everyone will be ready for the same piece of content at the same time.

From white papers, to blog posts, to podcasts, the type of content that will drive conversions for your business is something you’ll discover over time. What’s certain is that one type won’t satisfy all your audience’s needs. Because of that, you should be prepared to fill the rest of your buyer’s journey with other appropriate content.

This means lots of writing. There’s no way around that. It means coming up with content ideas, creating them, distributing them, and measuring their success — then rinsing and repeating. After this primer, you should be fully equipped for success writing not only white papers but whatever content you choose along your journey. 

What Is a Whitepaper? [FAQs]

The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business.

The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution.

In tech, a whitepaper usually describes a theory behind a new piece of technology. Even a business whitepaper can serve a variety of uses and audiences — some more product-focused than others. And although it is put together like an ebook, the two are written quite differently.

We’re here to arm you with the best definition of a whitepaper in the context of business and what to do (and not do) as you create one. This article covers: 

What Is a Whitepaper?

A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.

Marketers create whitepapers to educate their audience about a particular issue, or explain and promote a particular methodology. They’re advanced problem-solving guides. Typically, whitepapers require at least an email address for download (usually they require information more than that), making them great for capturing leads.

What Isn’t a Whitepaper?

A product pitch.

Although Investopedia defines a whitepaper as “an informational document issued by a company to promote or highlight the features of a solution, product, or service,” be warned that overtly shilling your own stuff could turn off your readers.

The goal of a whitepaper is to inform and persuade based on facts and evidence, not tell the world why people need to buy your product right now.

How Are Whitepapers Different From Blog Posts and Ebooks?

Speaking of what a whitepaper isn’t … if you’re looking for a quick and interactive way to present your value to the industry, a whitepaper is not your only option. There are also ebooks and blog posts — both of which have various differences from a whitepaper.

What really set these products apart are the size, appearance, and time commitment of each one. Whereas writing blog posts and ebooks can take anywhere between a few hours and a few weeks, a good whitepaper can take between a few weeks and a few months to write and polish. They’re less flashy, much more serious in tone, and more heavily researched than blog posts and ebooks.

Let me show you a comparison. The set below is one of our own ebook templates (which you can get for free here). It’s a thorough but simple read:


Now, here is a whitepaper based on our latest research on emerging tech for small to mid-sized businesses (a great report — see the web version here). You can see how much detail whitepapers can go into, both in text and in its images:

   Images via HubSpot Research [PDF]

Ebooks and whitepapers can start on the same template. But ultimately, whitepapers are the academic papers of marketing content. Readers expect a high degree of expertise backed by solid research that is fully documented by references.

Ebooks, on the other hand, are often extensions of a subject you cover regularly on a blog. They can come out of diligent research, but they appeal to a wider audience when unpacking a business subject.

You can imagine this makes them kind of boring in comparison — truthfully, most people don’t actually want to read whitepapers, but they do it anyway to build their knowledge of an operation they need more insight on before making their next move.

For this reason, they tend to be particularly detailed and informative, authoritative, and written by industry experts. And these qualities can make some decision makers feel better about a future purchase.

What Makes a Good Whitepaper?

Technically, there are no minimum requirements for whitepapers. Anyone can call anything a whitepaper — this doesn’t mean you should, though. Without some boundaries on what is and what isn’t a whitepaper, we risk confusing our audience and losing credibility. Here’s what an A+ whitepaper looks like:

  • Length: No fewer than six pages, including illustrations, charts, and references. Can be upwards of 50 if the topic requires that much detail. (Chances are, it won’t.)
  • Structure: There is usually a title page, table of contents, short executive summary (optional but helpful), introduction, several pages educating the reader about the problem, several pages hypothesizing a solution, several pages offering an example of a company that used that solution to achieve results, and a conclusion.
  • Density: Denser than an ebook. Whitepapers aren’t usually easy to skim — in fact, readers usually need to read them over more than once to get every morsel of information out of it.
  • Format: PDF in portrait orientation (8.5″ by 11″).
  • Style: Professional, serious, well written, and well edited. I’d recommend hiring a graphic designer to design page layout, images, fonts, and colors as well.

Whitepaper Examples for Lead Generation

So, if whitepapers are so boring, why do marketers create them? Well, they’re a great resource for your prospects and sales team, and they help you build credibility and trust with your readers. Also, people who choose to download whitepapers often are further into the customer buying cycle.

With that in mind, here are two use cases for a whitepaper:

A Technical Case Study

It’s been said that case studies, like ebooks, are very different from whitepapers. However, some case studies are long enough that they’re best packaged as whitepapers themselves.

A case study is essentially the story of a customer’s success reaching a goal as a result of their partnership with another party. This success is best conveyed through certain metrics the customer has agreed to be measured on. And depending on how technical or complex the service is that they received, the more research and detail other potential customers will want to see as they continue their buyer’s journey.

Therefore, case study-based whitepapers can be a terrific way of demonstrating thought leadership on a dense concept through a real-world example of how this concept helped someone else succeed.

A Reference Guide

Imagine you work for a company that sells kitchen cleaning equipment to restaurants and you write a whitepaper about the maintenance and inspection of commercial kitchens.

That whitepaper is probably chock full of information about legal requirements for exhaust systems, cooking equipment, and cleanliness documentation that could put even the biggest kitchen maintenance enthusiast to sleep if read cover-to-cover.

But it also serves as an incredibly useful reference for restaurant owners who want to know how to maintain their kitchens to pass inspection. Once they know how clean they need to keep their kitchens, they’ll likely buy some expensive cleaning equipment from you because they see you as a helpful, detail-oriented, credible source.

Many people create whitepapers for this purpose — a resource that their leads can take with them to become better at their trade. Ideally, the better they become, the more qualified they are to work with the organization that gave them the whitepaper.

Now that you know the purpose of whitepapers and how they differ from ebooks, it’s time to get started in creating your own. With the above best practices in mind, here’s the approach you can take to produce an excellent whitepaper for your audience: 

How to Write a Whitepaper

  1. Identify your audience’s pain.
  2. Do your research.
  3. Create an outline.
  4. Put pen to paper and flesh out your outline.
  5. Use imagery to support your points.
  6. Get feedback.
  7. Invest in the formatting and design.

1. Identify your audience’s pain. 

While you’re a subject matter expert in a unique position to provide content, you must consider your audience and what is going on in their lives. By creating a whitepaper that addresses (and solves) for their needs, you’ll better be able to generate demand for your whitepaper. 

To do this, consider creating a buyer persona. This activity will help you put yourself in their shoes. Then, you’ll want to consider what kind of information would attract them, how they’d use the information, and how it would solve their pain or problem. 

2. Do your research. 

Whitepapers are informational in nature, and you’ll want to determine how to provide information your audience can’t get elsewhere. You can do that by:

  • Running an original study/survey
  • Putting together unique case studies
  • Detailing a unique process or project

If you’re unable to do your own research, try drawing statistics from government and/or survey organizations and analyzing them in a unique way (and make sure you cite your sources).  

3. Create an outline. 

Because whitepapers are long-form in nature, an outline can help organize your thoughts. Consider sketching out your topic in the following format: 

  1. Introduction and Synopsis – Introducing the topic of the whitepaper, explaining why it’s important (from the standpoint of the audience), and what the whitepaper sets to do, convey, or solve. 
  2. Overview – Defining some some of the key terms you intend to use, detailing the variables or parameters involved, and summarizing what you’ll discuss. 
  3. Body – Laying out all the key points and highlights you’ll hit. 
  4. Conclusion – Explaining the key take-aways from the body and any action items the reader should take.

4. Put pen to paper and flesh out your outline. 

Using an informational and fact-based tone, begin expanding on the ideas you have by using the outline as a guide. In addition, each paragraph should contribute to the overall goal of the piece. 

5. Use imagery to support your points. 

Because whitepapers go deep on research and analysis, visuals such as charts, graphs, and tables can help you present information in a visually interesting way and make the paper easier to read. 

6. Get feedback. 

It’s critical to present the best write-up you can for your readers. The higher quality it is, the more authority you’ll have in your audience’s eyes. Get feedback from someone you trust to catch typos or other issues with readability. 

7. Invest in the formatting and design. 

While it’s not necessary to get too flashy with it, color, layout, and imagery goes a long way to make your whitepaper appealing. 

Whitepaper Examples

To provide even more inspiration, here are modern examples of whitepapers that are emblematic of great whitepaper execution (and why):

1. Not Another State of Marketing Report, HubSpot

HubSpot does an amazing job every year compiling data from experts and partners to convey modern trends in the marketing landscape. This is useful for marketers because they can use the statistics to create marketing and sales content as well as learn from the macro shifts that are happening in the industry. The whitepaper presents this information with attractive graphs and short editorial summaries along with links to more in-depth articles on each topic.

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2. It’s Not You, It’s My Data, Custora

Custora created this whitepaper about customer churn, why it’s important, and how to prevent it. What makes this ebook great is that it promises concrete value to the reader (revenue savings from preventing attrition) backed by a wealth of data and actionable advice. Even better, the whitepaper is modern and attractive, so the reading experience is pleasant. This helps the reader consume the long-form content without friction.

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3. Google Cloud’s AI Adoption Framework, Google

This whitepaper leverages Google’s authority to persuade the reader into adopting AI. By providing a methodology in the beginning, Google aims to give the reader the tools to think through the power of AI as it can be applied to their business. Then, the whitepaper dives into more technical information for advanced readers.

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4. Employees and Cybersecurity, Excedeo

Excedo aims to educate about the security risks that employees may unknowingly pose to businesses when improperly trained. The whitepaper advocates about the types of internal IT policies and training that are essential in today’s world.

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Whitepapers have a long history, and their uses have continued to change. Be sure to decide whether or not a whitepaper will actually serve your audience before spending the months-long process to produce it. Sometimes, an ebook will do just fine. On the other hand, long-form educational content has a place in your content strategy.

Editor’s note: This post was originally published in March 2018 and has been updated for comprehensiveness.

White Paper Examples (Design Guide + Templates)

There’s a reason why white papers are considered a marketing staple. When created right, white papers boost your authority, solve problems for your clients and stakeholders and act as powerful lead magnets.

But, what is a white paper and how do you make one that will drive results? Even if you fill your white paper with compelling content, a lackluster design may still hold you back.

In this guide, you’ll learn how to create and write white papers that engage readers, impress clients, and generate sales leads. No expensive agencies, complicated software, or design experience needed.

[Watch] How to Write a White Paper:


White paper examples we’ll cover (click to jump ahead):

Without further ado, let’s dive right in.

Business white paper template

Businesses write white papers for a number of reasons. It’s a great document to showcase a company’s expertise in the field and to win over investors. A white paper can also be used for marketing purposes and brand awareness.

1. Create an eye-catching white paper cover page

Don’t underestimate the effectiveness of an eye-catching cover page. Like the cover of a book, a captivating cover page will entice people to open it and read further.

At first glance, your readers should have an idea of what the white paper will contain. Use a photo that reflects the theme of your white paper, or create a visual using diverse icons.

Take a look at this B2B white paper example focused on employee engagement. The two men on the cover could easily be a manager speaking with one of his team members. 


Both look energized and engaged, indicating that this business white paper will offer valuable insight to companies looking to invigorate their employees.

2. Highlight key takeaways to summarize the information in your white paper template

White papers tend to pack a ton of information within their pages. But in reality, many people aren’t going to take the time to read the whole paper cover to cover.

Try highlighting a few key takeaways that will get them excited about reading your white paper. Or outline exactly what they will trade their time to learn about.

As you can see in this white paper example, there’s a whole section that highlights the key takeaways in the report. Because it’s right on the front page, it’s hard to miss, which is a nice touch:


Pro Tip: Not sure which template is right for your use case? Venngage has a massive catalog of 500+ professional and engaging templates you can customize today. No more boring Word documents or endlessly struggling with expensive design tools. Browse our white paper templates.

3. Incorporate photos in your white paper layout which resemble your target users.

Photos help create a connection between the information in your white paper and your reader. Using a photo on the cover also tells the reader what they can expect to find within the pages.

In this white paper template for a health-related paper, the image of a child with a sugary dessert connects directly to the topic. The reader will instantly know what the paper is about.


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Marketing white paper example

If your goal with whitepapers is to promote your services and generate leads for your agency, your message needs to be memorable. Incorporating visuals resembling your target audience is one way to do so.

This content marketing white paper template depicts someone hard at work while downing a cup of coffee. The image would resonate most with professional marketers you’re trying to reach in a B2B capacity:


4. Use high-quality photos with a consistent style

Photos, icons, and illustrations can play an important role in how effectively your white paper communicates information. It’s almost as important as knowing how to write a white paper that conveys information succinctly.

Don’t just use images for decoration. Instead, use photos to illustrate important concepts, to make information easier to understand, and to convey a mood. Marketing white paper examples, like this one, use bright, colorful photos to engage and excite readers.


Venngage’s Unsplash integration makes it easy to find thousands of high-quality stock photos. Check out our guide to incorporating stock photos seamlessly into your design. 

Pro Tip: Use Venngage’s image swap button to change the images in a template in just 1-click. Your images and icons will be replaced with a new image that is already formatted to the template.

5. Use a neutral color scheme for a modern technology white paper design

Say you want to create a white paper to introduce new technology or explain tech-based solutions to problems. A white paper design with a sleek, modern and minimalistic design will likely appeal to techie people. Minimalistic designs are also one of this year’s biggest graphic design trends.

Pick a neutral background color like white or light grey. Then, pick visuals with similarly sleek color schemes. Tech white paper examples like this use a cool and muted grey palette:


But a great way to add some visual interest to your white paper layout is to pick an accent color that you can use to make parts of your page pop. For example, this content marketing white paper  template contrasts two cool corporate blue accents:


Pro Tip: With Venngage, you can scale your white paper creation without sacrificing quality. How? Once you’ve created a white paper you like, save it as a template to reuse it again. Or hand the design reins to a team member. Want to create a white paper with your team? Our real-time collaboration feature (Business plan only) can help.

Learning how to write a white paper that speaks to your readers is important. For example, when selecting images for your white paper, keep an eye out for people who resemble your target audience.

This will help communicate that your white paper is actually relevant to the group you’re trying to reach.


That said, in some cases, including photos resembling your target audience might not make sense. In this case, I’d recommend including non-generic stock photos or authentic product images. 

This modern business white paper template uses real product images as well as authentic stock photos to give it that visual flair:


Pro Tip: Need help with creating personas for your target audience? Our in-depth user persona guide will help you quickly get upto speed.

6. Use creative backgrounds for a trendy white paper design

A simple design trick to make your white paper more engaging is to use a creative background. You can opt for a simple background pattern design to add some visual impact to your white paper layout, or even try a trendy color gradient.

For example, take a look at how a color gradient background gives this content marketing white paper template some wow factor:


Here’s a simpler marketing white paper template that opts for a vibrant color gradient background but with simpler font choices to give it a sleek professional look:


Alternatively, you can use a different color gradient on your white paper template to make it stand out. Remember to keep your branding in mind when choosing the color combination so readers recognize the white paper as belonging to your brand.


It’s so easy to experiment with white paper backgrounds, so don’t be shy about trying out different options. With Venngage, you can change your white paper background with 1-click:


Pro Tip: Even if you don’t have any design experience (I don’t), the right background image can instantly make your white paper look more polished and professional. Keep this simple yet effective trick in mind, so you can create white papers that captivate readers.

7. Include calls to action throughout your white paper

If you’ve been wondering what makes a great white paper, it’s the strategic use of calls to action (CTAs). It’s an important part of understanding how to write a white paper that readers will engage with.

In a white paper, there are plenty of opportunities to position your product or service as a solution to your target audience’s pain points. This means that there will be ample opportunities to include CTAs throughout your white paper.

For example, if you mention a feature of your product, you can place a clickable CTA button beside it:


CTAs are a great way to move people through the sales pipeline, from your white paper to a landing page or blog post. 

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Government white paper template

Governmental organizations write white papers to outline policies before proposing new bills and legislations. A white paper is a good tool for gathering feedback from the public before implementing wide-reaching policy changes.

8. Make your page numbers stand out so your white paper is easy to scan

When designing your white paper, it’s important to keep your readers in mind. Don’t just think about what they want to read, but how they want to read it.

Your white paper isn’t the latest installment of Game of Thrones, so it’s unlikely that every reader is going to sit down and read it cover to cover. In fact, there’s a good chance they’re going to want to skip ahead to specific sections that interest them. 

Making your page numbers easy to read will be appreciated by your readers who are trying to locate a particular topic in your white paper.

Take a look at the page numbers in this policy white paper template:


The above government white paper templates can be used by a government to communicate complex social, political, and economic issues to an audience.

Healthcare white paper templates, for example, can be useful in proposing healthcare policies to the general public.

Governments can distribute healthcare white papers to communicate crucial healthcare policy changes to residents in an easy-to-read and accessible format.

The white paper example below has a format that’s easy to customize for any industry. Its straightforward table of contents and simple design elements keep the focus on the text.

Go ahead and customize this template with our intuitive drag-and-drop editor:


You can create a functional table of contents by adding hyperlinks to individual chapters and sections. This will help your readers navigate the white paper’s contents.

Select the text you’d like to turn into a link, then click the link icon in the top bar. Along with the option to add a URL, you can select pages within the eBook. When you download your design, download it as an Interactive PDF.

9. Highlight themes in your white paper template using icons

This white paper template, from the cover page onwards highlights the cybersecurity topic it is focused on—phishing scams—by using a hook icon. The cover also introduces a circle motif that is used throughout this technical white paper, to give it a cohesive design and summarize information.


Pro Tip: Do you work in a boring industry? Whether you’re in finance, law or health care, you can set yourself apart from the competition by creating engaging, yet informative white papers. A well-designed whitepaper can give you an unfair advantage when it comes to making technical information easy to understand and positioning the value of your business.


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Policy paper example

Good policy white paper examples include a brief description of the scope of a problem or issue to be discussed, alongside recommendations. Policy papers also include data to give context to issues.

10. Visualize data using charts and pictograms in your white papers


A common problem that marketers and consultants face when creating white papers is finding a way to make the data engaging and easy to understand. 

The solution? Visualize your data using charts and pictograms.

While everyone on your team is busy creating boring Word documents, you can be the creative genius that uses charts and pictograms to create visually engaging white papers.  

The type of charts you use will depend on the type of data you’re visualizing. We have a guide to picking what types of charts to use that can help you there. 

You could use a line graph to show revenue growth over time. Or you could use pie charts to show parts of a whole, like in policy white paper examples such as this.

Pro Tip: With our online graph maker, you can create charts and graphs that are more creative and engaging than standard Excel charts. A plain old bar graph won’t do much to inspire anyone, but a creative chart that tells a story can. 

Pictograms are also a creative and effective way to visualize statistical data. Take a look at how pictograms are used in technology white paper examples like the below. They act as visual aids to showcase key statistics and changes as it relates to the IT sector.


Don’t be afraid to mix it up. They say variety is the spice of life—the same can be said of whitepapers! This business white paper design, for example, combines both bar graphs and pie charts.


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Research whitepaper layout

Research white paper examples usually include reported facts and data aimed at educating readers around a particular topic. Research white papers are also written to help readers understand and address specific problems.

11. Incorporate your branding into your white paper design

To improve brand recognition, you need to have consistent branding across all marketing collateral. This not only helps your marketing efforts but also helps you maintain consistency in your internal and external comms.

Be sure to incorporate your logo, brand color palettes, and fonts into your white paper design.

Venngage’s Brand Kit makes it easy to save your logos, brand color palettes, and brand fonts for later. Then, you can easily apply them to your designs with one click. No designer needed:

Try thinking of creative opportunities to incorporate your branding. This white paper design, for instance, extends the use of its signature color beyond standard headers and icons.

It actually applies a transparent color overlay to the images, adding an additional punch of color and reinforcing its brand palette in an unexpected way.


Pro Tip: Need help with creating your own brand-style guide? Our guide on brand guidelines will help you create brand collateral that will dictate the look and feel of your brand and in the process, help you stand out from the herd.

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HR white paper template

Human resources white papers tackle issues around employment, management, employee retention and churn. HR white papers can also be used to attract potential employees by showcasing the company culture and ethos.

12. Highlight featured quotes using a big font

This is a design trick you’ve probably seen used in magazines and news publications. Well, guess what—it works great for white paper design as well! Pull particularly impactful and persuasive quotes and make them stand out from the rest of the text using big, bold fonts.

Not only will this draw readers’ eyes to the quotes, but it also gives your page design more visual variation. Company white paper examples like this one use a bright orange font to help their featured quotes stand out.


13. Use icons to emphasize section headers in your white paper template

One of the primary purposes of a white paper is to visually communicate information in an engaging way. But many businesses end up creating something that reads like a college textbook. No one wants to read that…just ask any college student.

TechSmith studied over 4,500 office workers and found that people absorb information 7% faster when they’re given text with accompanying images, versus just plain text. When designing your white paper, look for opportunities to make the text easier to scan with visuals. 

An easy way to bring attention to important points is to place an icon beside the text. Government white paper examples like the one below are text-heavy. But the icons help direct the eye to each section header and break up the text.


This marketing white paper layout uses icons to punctuate the headers and add a dash of personality to reinforce its fun and lively color palette.


Here’s another example of a white paper design where icons are used to visualize points and make information easier to find.


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More white paper template design tips

14. Use a visual motif that reflects your white paper topic

A visual motif is a visual element that is repeated throughout your design. When you’re designing a multi-page document like a white paper or a report, your pages should have a cohesive look and flow.

To pick a motif for your white paper design, think of some themes reflected in your white paper. Is your white paper about social media engagement? Then a motif of birds (“tweeting”) or speech bubbles could work.

A white paper topic that is focused on establishing a sprint process could use a race track motif instead.

Hiring strategy white paper examples like the below use a leaf motif. Plants reflect the theme of growth associated with recruitment.


Or you can also use a simple shape motif throughout your white paper design. This approach is more subtle but can still lend to a cohesive and well-thought-out white paper design.

For example, this simple white paper template uses a hexagon motif (it kind of makes you think of a beehive, doesn’t it?).



15. Break up chunks of text with visuals when writing a white paper

When you’re laying out your white paper pages, put your storytelling cap on. Think: what kind of flow do I want my report to have? Where can I use visuals to emphasize certain points? Where can I illustrate an idea?

A common mistake novice designers make is to cram too much text into a page, rather than breaking up the text and giving it space to breathe.

Don’t hesitate to dedicate big chunks of your page–or the page in its entirety–to pictures. Images give the eyes a rest and help to reinforce information.

Visual headers are also a great way to break up expanses of text while still having the visuals serve a purpose (yay for purposeful design!). You can create your own illustrations using icons–they can make for some fun and quirky headers, like in workplace tech white paper examples.


16. Open your white paper with a boldly colored glossary

Like any design project, it’s important to start off on the right foot. You can do this by creating a glossary for your white paper. Think of it as a map that outlines exactly what your white paper will cover. 

In bright white paper examples like the one below, you can see how the designers used a bold color to bring attention to the glossary. This ensures that it will be seen by a reader, and actually used to navigate the content.

If you make your white paper design engaging, a lot more people are going to want to read it:


Try using a full-page color fill (like in this white paper example) for your glossary. Otherwise, readers may miss it when quickly flipping through the pages.

17. Include tables and boxes to emphasize key points and takeaways


Visualizing information or data isn’t limited to just graphs. When writing a white paper, you can also section off important pieces of information using tables and boxes.

In the white paper examples below, the designers used a table to organize key points and takeaways from each main section:

Here’s another example of a white paper layout that uses a table to highlight some key statistics:

Breaking up lengths of text with boxes will help make your white paper easier to read:


18. Vary the color, fonts, and styles of your headers


You can create a hierarchy by using a different font or color for your headers and sub-headers. This also helps give your page design more variety.

In this example, they use different fonts and colors for each level of header. This helps make the distinction between main and sub-headers more noticeable.

Your main design goal should be to create a white paper that’s engaging to readers and easy to navigate. When you are working with this much text, it’s important to make it easy to skim through.

19. Dedicate pages to particularly important points

The primary goal of your white paper should be to educate readers. But you also want to strike a balance between being informative and entertaining.

If there is a central point that you want readers to remember, you may want to dedicate an entire page to that one point and an accompanying image to help drive the message home.

Pages like this should be used sparingly. That being said, they can deliver some real impact to readers.

Take this white paper example that dedicates a page to an evocative quote and photo:


20. Allow for plenty of white space on your pages


Unlike one-page reports where you have to fit a lot of information into a small space, white papers allow for more freedom to spread the information out. That will allow you to create page designs with plenty of white space.

In the design world, white space is the empty space around design elements on the page. Leaving some room for your text and images to breathe will help your design look less cluttered.

Check out how this example uses plenty of white space on nearly every page. The result is an organized and modern white paper design.

21. Break chapters or sections into separate columns


Dividing your page into columns is a good way to organize your information and save space on the page. For example, in the white paper above, the Overview and the beginning of Chapter 1 are organized neatly into their own columns.

This makes it easy to jump from one point to the next, without getting lost.

22. Include a question on the front page of your whitepaper


Speaking directly to your readers can really grab their attention. Asking a question can get them to want to actually read your white paper.

In this white paper example, a simple question to the reader introduces what the report will cover. The designers even bolded it so it was the first thing readers would see!

Now they could have just said “We are going to cover Topic X” on the cover. But that doesn’t place their white paper in the perspective of the person it’s meant to help–the reader.

On the other hand, when you address a common problem people in your niche face, that will pique their interest.

23. Vary your page layouts to keep readers engaged


When people look at the same thing over and over again, it can cause visual fatigue. Their eyes glaze over and their attention drifts.

Varying your page layout will help keep readers engaged by going against their expectations. When the eyes have something new to look at, it’s easier to stay engaged.


This white paper template uses a few different page layouts. One page may have a featured image, another a large quote, and the next only including written content. This white paper layout is fresh and interesting.

Use these white paper examples to create a design that reflects your brand

Use these examples of white papers as springboards for your own unique and brand-appropriate designs. Knowing how to write a white paper that considers your audience every step of the way will help you develop the perfect response to their questions and make your designs accessible.

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White paper examples FAQS

What is a white paper?

In the business world, a white paper is an in-depth informational report that explains a complex or technical concept in addition to providing a persuasive solution to a problem. 

For example, here’s what a technical white paper format looks like:


Unlike ebooks, which may address a broader scope of topics, white papers have a singular focus. They’re designed to solve a specific problem for readers and build brand trust in the process.

White papers are also research-based and widely considered to be a valuable resource. In fact, Equinet reports that a whopping 75% of B2B would share information about themselves and their company in exchange for a white paper.

Why should you create a white paper?

White papers can be extremely valuable documents to educate your stakeholders, clients, and top-of-funnel traffic—when the white papers are actually interesting. According to the Demand Gen 2018 Survey Report, 71% of B2B buyers used white papers in the last 12 months to research purchasing decisions.

How long is a white paper?

Typically, white papers are around 3 to 20 pages long. But some whitepapers can be longer. A white paper should be long enough to cover the concept or problem at hand. Since this usually includes case studies or new research, plus explanations and analyses, a good rule of thumb is writing white papers to provide enough evidence to back up your claims.

How to write a white paper that people will actually read?

If it doesn’t have an appealing design, your white paper probably isn’t going to work as well as you want it to. As with any type of content—from writing blog posts to making presentations to crafting ebooks—a lot of your white paper’s success comes down to the design.

Take this eye-catching hiring strategy white paper example; it uses dramatic images, colors, layouts, and icons to elevate its content to another level.


How to format a white paper with design in mind:
  1. Make sure your cover page immediately informs readers what your white paper is about.
  2. Summarize key takeaways at the start after writing your white papers.
  3. Don’t forget to think about your readers’ experience. Use clear page numbers to make it easier to scan your white paper.
  4. Visualize your data to make your white paper more engaging.
  5. Use consistent brand colors and fonts throughout your white paper format. This will make your design look more polished and professional.
  6. Use high-quality photos with a consistent style.
  7. Keep your target users in mind throughout the design process. If you’re using images of other people make sure they resemble your target users.
  8. Emphasize section headers in your whitepaper with icons.
  9. Break up walls of text with visuals like infographics and charts.
  10. Use a glossary to outline the specific topics you aim to address.
  11. Incorporate calls to action throughout your white paper design.
  12. Format your white paper to allow for plenty of white space. This will prevent your whitepaper design from looking cluttered.
  13. Switch up your page layouts to keep readers interested.


This article is also available in Spanish Más de 20 Ejemplos de White Paper Increíbles [Guía de Diseño + Plantillas] and Portuguese White paper: mais de 20 exemplos cativantes [guia de design + modelos]

You might also be interested in some of these helpful design guides:

20+ Stunning Consulting Proposal Templates That Will Convert Prospects to Clients

How to Create a Marketing Plan For Success (+ Marketing Plan Templates)

55+ Customizable Annual Report Templates, Examples & Tips


White Paper Length: The Myth of the Two-Page White Paper

Part 3 of a 4 part series on white papers – for more information on the subject please visit part 1, part 2, and part 4.

Is There Such a Thing as a Two-Page White Paper?

Is a two-page document the Loch Ness of white papers? Or is it an oxymoron, like jumbo shrimp?

In our information-dense society, the trend to abbreviate the message can be seen everywhere: in Twitter’s 140-character tweets, Instagram’s “a picture is worth a thousand words” app, the popularity of listicles over well-reasoned articles, and emojis. No one wants their piece to be met with the dreaded comment “tl;dr” (too long; didn’t read). So in this sea of information, wouldn’t a compact, two-page white paper stand a better chance of holding the attention of its audience?

In a word, no.

Then What is the Optimal White Paper Length?

The goal of a white paper is to provide useful information to aid business or technical decision making for a defined audience. To achieve this, the paper needs to include some “beef.” There is also the matter of the expectations of the reader. When they see the term “white paper,” most readers are expecting to be informed about a topic, saving them the time to research and synthesize information from various sources. If you raise the expectation by calling the document a white paper but delivering only two pages, the reader may be disappointed (and move on to your competitors’ web sites). On the other hand, white papers that are excessively long challenge the attention span of the reader.

So where is the sweet spot of white paper length? We recommend about 8-10 pages, including summary, illustrations, and contact information. There are reasons to deviate from this guideline (such as a highly technical audience that demands even more information), but for most purposes, this is a reasonable white paper length. If you really want to publish a two-pager, call it a business brief or a solution brief or something like that. The key word here is “brief.”

Of course, there are many other important aspects to a white paper besides its length. Please read our other stories on white paper best practices in this blog.

What are your thoughts on white paper length? Have you published two-page white papers? Have they been successful? We welcome your feedback.

For the last 30 years, Hoffman Marketing Communications has created white papers, collateral, and more recently video and multimedia, on complex business issues and technologies.

How to Create a Watertight White Paper in 9 Steps

Let’s get a few things straight: White papers aren’t documents full of text rambling on aimlessly. Rather, they’re akin to detailed reports on specific topics to be published for specific online readership. White papers are longer than blog posts; they can be up to ten pages long. They’re not meant for casual reading. They’re typically written by experts and are supported by intensively researched data, statistics, illustrations, charts, and references. Writing a good white paper is no walk in the park and can take several months to shape up properly.

Did you know that white papers were the most preferred content type used to make buying decisions in the last 12 months? Further, white papers, ebooks and webinars were the top three in 2015 when it came to most valued content types. Buyers are most likely to share white paper content with their colleagues.

Image via Demand Gen Report

Why Write White Papers?

When you write white papers, you can look forward to the following benefits:

  • It helps the business generate higher sales and earn more credibility and trust, as its main purpose is to provide solutions to readers’ problems. Readers tend to respond better to genuinely helpful information rather than to advertisements.
  • It inspires curiosity about your offerings among customers without having to make direct mentions of your products and services.
  • If your white paper goes viral, it will be read by executives at large corporations, who may go on to vouch for you. This brings your business more credibility.
  • People are always in search of quality content on the web. If your content is, indeed, professional in quality, it will help you engage your readers without overwhelming them. If they remain focused, your business can get the most out of it.
  • White papers engage readers by addressing customers’ problems first and then providing them with solutions. By offering solutions right at the beginning, your readers will lose interest. It is, therefore, important to prioritize readers’ interest over your own. By doing so, your paper will motivate them to take action and buy your problem-solving product.

If you’re wondering how you can create an outstanding white paper, you’ve come to the right place. Here are a few steps to help you with it.

1. Consider Your Overall Content Marketing Strategy

When creating a white paper, make sure that the final result fits in with your content marketing strategy. White papers are written with certain objectives in mind and are meant to help you build thought leadership in your field. At the same time, they should also provide resolutions to the pain points of your target audience.

It will be easier to convert prospects through a white paper if the content addresses readers’ needs at a particular point in the buying cycle. Further, regularly publishing white papers that focus on a particular area can help you achieve ownership of related search terms on search engines.

2. Do Not Compromise on Its Promotion

Creating white papers can take a while, which is why many businesses may be tempted to push them out as soon as they are ready without promoting it adequately. This can be a huge mistake. It is important to put in equal (if not more) time and effort in promoting it as well.

When promoting your white paper, you can break up the content into small, digestible pieces so that your readers find it easy to read. This will attract more traffic. Put into action your in-house digital marketing team, or collaborate with external agencies to use available promotional platforms like social media, email, newsletters, search engine marketing, and so on to get people talking about your paper.

3. Maintain Quality and Professionalism

A white paper is supposed to be written by experts, so framing one with a casual tone is a strict no-no if you want to make it influential. It is better to stick to professional writing practices and be descriptive about the topic you’re addressing. The fact that a white paper is descriptive in nature is what makes it a long document. Use this opportunity to make your point.

Adobe came out with a 15-page whitepaper for business professionals looking for expert and detailed information on document security. Their white paper named “Global Insights on Document Security” is all about everything an IT professional will need to know about when deciding on their business’s document and file security practices.

4. Choose an Interesting Topic and Title

One of the biggest factors that will attract (or repel) your readers towards your white paper is the topic or the title.

White papers by Pardot are exemplary in this matter. Their topics and titles are concise yet self-explanatory enough to tell readers what they can expect from the read. For example, their title “The Marketing Automation Success Kit” conveys clearly that the white paper contains everything they need to know about marketing automation, and they need not refer any other resource.

Further, think about what people want to read rather than what you want them to read. Finding a topic that resonates with the majority of readers can be a challenge. It is crucial that you figure out who your target audience is and then choose an issue that may be of interest to them. This could be anything from a common problem they may be facing to a detailed analysis of successful businesses in your industry.

5. Offer Value

A good white paper is more about using a collection of facts to provide solutions to audiences’ problems than an advertising platform. You can use a white paper to position yourself as an industry expert with insights to help your readers. It is, therefore, important that your paper offers great value. You can do this by inundating it with useful information and tips. Call attention to the value that you’ve created, and the readers may actually buy from you in the future.

Hootsuite does a great job of providing valuable solutions to entrepreneurs struggling with running a social business through its whitepaper titled “8 Tips for Social Businesses.” Their white paper is seven pages long and also includes a concluding page that describes the company and talks about some of their best clients.

6. Organize Well

Because a white paper can be up to ten pages long, it is easy to lose your train of thought in the midst of writing it. This is why organizing your draft is critical. It is better to have a clear outline in place from the outset so that it becomes easy to write the paper thereafter. Consistency matters, and it will also help you maintain the flow. The idea is to get readers’ attention, deliver value in line with your goals, and push them to act.

“Three Types of Thought Leadership” by LinkedIn is a great example of a white paper that shows its efficacy by paying attention to consistency in its art theme. The cover pages have light bulbs on them, a theme that is extrapolated to the entire document (light bulbs in the background on almost every page). This exhibits the value LinkedIn places on consistency and their emphasis on presenting their material in a well-organized manner.

Another of the best ways to get readers’ attention from the very beginning is by framing a great introduction. Tell them what they can expect to accomplish by reading your white paper with the help of a summary and the list of topics it covers.

7. Write, Edit, Proofread

Simply having an outline in place doesn’t guarantee that you will eventually have a great white paper. You need to put your thoughts in black and white while they’re still fresh in your mind. Focus on finishing the writing first and editing later.

You’ll also need to proofread the draft until it’s perfect. During this process, ask other people to go through it, give you feedback, and catch the errors you may have overlooked. If possible, read it aloud to yourself to ensure that there is no redundancy, repetition, or awkward sentences and phrases.


8. Tell Them How It Can Help, Again

Of course, it is important to mention to your readers as to how your white paper will help them in the beginning of the paper. However, it will help if you reiterate this at the end as well. This does not mean that you try to sell you product or services in the body of the content. Just ensure that you include a catch as naturally as possible into the paper when you conclude it.

9. Keep Measuring Results

Is your white paper bringing in the desired results? Is it getting enough shares on the desired platforms? How will you know what your ROI is until you actually measure it?

The good news is that several content marketing platforms such as ClearVoice, Content Launch, Contently, CrowdSource, and so on that allow you to measure factors such as social shares, leads generated and touched, pipeline generated and touched, and revenue created.

Use them to your advantage. Find out what is lacking where, and make the necessary tweaks to increase the reach of your white paper to the maximum extent.

If you’re a business that’s looking to generate credibility and establish its authority in the market as an expert, then writing a great fact-based white paper may be the way to go. Customers are always on the lookout for information that adds value to their life, and a well-written white paper can do exactly that. All you need to ensure is that it’s well-planned and the flow is systematic so that it piques readers’ interest and, hopefully, turns them into loyal customers. The above tips can go a long way in helping you create white papers that bring you credibility and clout.

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Government publishes White Paper on long term value creation from Norway’s energy resources

Today, the government published its Report to the Storting (White Paper) Putting Energy to Work, exploring the long-term value creation from Norwegian energy resources. The White Paper sets out how Norway can use its energy resources to create continued economic growth and new jobs.

Norway’s position as an energy nation will be further developed through new initiatives encompassing hydrogen, offshore wind, strengthening of the power grid and a low emissions oil and gas sector. The White Paper further expands on the government’s comprehensive climate action plan, and demonstrates how renewable energy and the power grid are laying the foundations for electrification and the phasing out of fossil-fuel based energy.

— I am proud to present the government’s plan for job and value creation based on our energy resources. The green transition is happening right now. We see concrete plans for new enteprises based on renewables, such as battery plants and hydrogen production. We will facilitate more profitable production of renewable energy, and bolster our power grid, says Minister of Petroleum and Energy, Tina Bru.

Offshore wind represents an industrial opportunity for Norway, and may form an important part of the next chapter in our history as an energy nation. We are now taking significant steps to facilitate offshore wind power – both floating installations, as well as bottom-fixed ones, Bru adds.

The government wants Norwegian energy resources to form the basis for more jobs and prosperity in society. Thus, the White Paper has been titled Putting Energy to Work.

— Following the pandemic, we want to speed up the economic activity. To do so, we need more profitable jobs. We must capitalise on the vast opportunities our energy resources offer. The electrification strategy presented in the White Paper provides a framework for making Norway greener and better. The White Paper also presents a roadmap for hydrogen, featuring specific ambitions for maritime hubs, industrial production, and multiple pilot projects to develop new and more cost efficient solutions and technologies in Norway. Together with the government’s comprehensive climate action plan, the White Paper demonstrates that it is possible to cut emissions while maintaining economic activity, says Prime Minister Erna Solberg.

The oil and gas industry currently faces major challenges as a result of maturing fields on the Norwegian continental shelf and increasing demands for lower emissions. The petroleum sector will remain a significant factor in the Norwegian economy in the years to come, although not on the same scale as today.The government will facilitate long-term economic growth in the petroleum industry within the framework of our climate policy and our commitments under the Paris Agreement.

— We must prepare for the fact that the petroleum industry will not remain the same driving force in our economy as previously. We will facilitate a future-oriented Norwegian oil and gas industry capable of delivering production with low emissions within the framework of our climate policy. Retaining expertise and technologies in the oil and gas sector is also vital for the development of new industries and technologies such as carbon capture and storage, offshore wind and hydrogen. The main goal of the government’s petroleum policy – to facilitate profitable production in the oil and gas industry in a long term perspective – is firmly in place,’ says Tina Bru.

The White Paper outlines four goals for long-term economic growth as a result of Norwegian energy resources:

Economic growth that creates jobs in Norway
To the greatest extent possible, the government wants Norway’s renewable energy resources to be put to use in Norway. Both power generation itself and the use of power in industry and businesses create significant economic growth and jobs. The White Paper also examines the opportunities for energy production at sea, as well as hydrogen and carbon capture and storage. These are all examples of new industries that benefit from the expertise and technologies already present in the well-established power sector and the oil and gas sector.

Using electrification for making Norway a greener and better country
Stable access to renewable power has been the very foundation of large parts of Norwegian industry. It is also a prerequisite for new economic growth and job creation. In order to continue from this excellent starting point, further power and grid development is required. This must be weighed up against considerations relating to limiting damage to nature. In its White Paper, the government presents a strategy for smart and effective electrification. The strategy comprises measures that will contribute to balanced development of power supplies in both the short- and long-term.

Establishment of new, profitable industries
Norwegian energy resources form the basis for new industries that will help transition Norway to a low-emission society. Examples of these new industries include the production and use of hydrogen, offshore wind power, carbon capture and storage, as well as battery production and other activities where access to renewable energy offers a competitive advantage. The government will facilitate the development and establishment of new, profitable industrial businesses based on efficient and predictable framework conditions.

The further development of a future-oriented oil and gas sector within the framework of the climate change goals 
The petroleum industry currently faces major challenges as a result of maturing fields on the Norwegian continental shelf and increasing demands for lower emissions. The government will contribute to the development of the Norwegian continental shelf through pursuing a petroleum policy that facilitates profitable production of oil and gas in a long-term perspective within the framework of Norway’s climate change policy and our climate goals. In order to achieve this, the government will provide and maintain stable and predictable framework conditions, allow for exploration, and actively contribute to research and development that ensures good resource utilisation and lower greenhouse gas emissions as a result of production taking place on the Norwegian continental shelf. The government will continue to pursue its exploration policy with regular concession rounds to ensure that new areas for exploration are made available to the industry. The government will continue its acquisition of knowledge through the continued survey of petroleum resources, including in those areas that are not open to petroleum operations. This will provide a basis for jobs and activities nationwide going forward. The government believes it is particularly important that expertise in the petroleum industry is retained and utilised in other industries.


The White Paper is only avaliable in Norwegian at the moment. 

Also read:

Satin White Long Sleeve Aoli Royal Wedding Dresses

– Designing AOLI Wedding Dress Pictures-

Aoliweiya Company
We are located in Suzhou City, China. We start on the production of wedding dresses from 2010, we are an experienced manufacturer and focus on the top. We currently supply 45 suit shops in North America and Europe and the Middle East.
Aoliweiya Products
And Wedding Dress
And Evening Dress (Prom / Weddings / Party)
And Fabric (We Design Lace / All Kinds Of Satin / Tulle / Organza / Chiffon)
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* Tiaras / veils / shawl / Shoes / Petticoat
Aoliweiya Advtange
And we can not only design clothes, but also lace fabrics.It is very useful for developing your own brands. We also provide photoshoot services for every data collection.
And we design for our AOLANES brands, which can be seen from our AOLI collection. Which includes the trends and characteristics of Europe and the Middle East.
And we will work with top shipping express and top shipping forwarder in Slovenia shipping. They not only provide sea freight, but also can provide the most suitable service.
And we have strict production time control. Our processing time for each new collection will be much longer after reordering. From 2 to 4 weeks. Peak season for another 1 month.
And we have powerful working groups for design and production. 3, very close to the market structure. But for small businesses.
Buyer Notice
And take a look at our monthly promotions before buying.
And the prices on the right page of the Shanghai keychain. shipping cost is not included.
And shipping cost depends on final package size and shipping service – chosn. Take 21kg express as an example, if in European countries, the cost will be in the range of 15 $ -20 $ / kg. If in the Middle East or Africa, the value will be in the range of $ 20 -50 $ / kg
AND relative to the size
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US size 2, 4, 6, 8, 10, 12, 14 16.
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Strapless (upper):

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WHITE PAPER – what is it, how to write white paper

Article source – blog of AVANZET internet marketing agency.White papers are not meant to advertise your company. Remember, they serve to showcase your experience as a company or brand in a given field. Your readers should leave after learning something useful and getting the impression that you are a trusted source of expert information.

White Paper is an authoritative document designed to fully inform the reader on a specific topic. It brings together expertise and research into one document that provides specific solutions or recommendations.

This is a technical document that allows the reader to understand a problem, solve a problem, or make a decision.

White Papers (WHITE PAPER) are business documents focused on statistics. Due to the sheer amount of numbers and research, white papers have a dry, formal tone and are meant to be deeply read.

Use and value

Companies write white papers (white papers) for both examination and market promotion.They are usually written for an audience outside the business. As such, they are a tool for attracting readers to the company by offering high quality industry knowledge.

However, this white paper is not a commercial document. She indirectly “sells” the company by highlighting internal expertise and offering valuable guidance rather than evaluating the value of a particular business’s product.


Quotation : 8 Ways from AVANZET Internet Marketing Agency to Save Money in Your Social Media Budget

White Paper : Social Media Advertising: Meeting Marketing Needs and Platforms

How to Choose a White Paper Topic

Developing an effective marketing strategy for technology companies can be daunting, especially for small business owners.Focus not only on the features of your product, but also on how they can benefit your potential user.

Choosing the right topic is very important for the reading of your white paper. There are three main factors:

1. Target audience

As with any business letter, your audience is your first vector. The white paper should be written with the target reader in mind. The audience can be long-term customers familiar with the industry, or new potential customers who are completely new to the industry.

Think about the reader’s pain points or the main questions they ask. When choosing a topic, look for those that have not been fully researched or the information available is out of date.

2. Expertise

Your white paper should match and highlight your company’s experience.

The document should provide a complete description, including external research and internal knowledge. The proprietary know-how of the company informs how it was born, tested and improved, and includes how it is compiled.

3. Problems and ways to solve them

Official documents must identify and solve a specific problem. The problem should be relevant and timely in your area. The document may address issues such as general dilemmas, new trends, changing methods, industry comparisons, etc.

A white paper should provide a solution or recommendation to resolve the problem. And the proposed solution should be based on a thorough study of the problem and possible solutions.

White Paper Preparation


The chosen topic should be thoroughly investigated. Extract information from online sources, industry resources, and internal documents. Technical papers are data-driven, so they need to be backed up by significant research.

There is no hard and fast rule for citing, but you need to cite any information that is not in the public domain and that you did not know prior to starting your research.However, it should be understood that the credibility of the reader can increase with the increase in the number of cited links.

Of course, all resources must come from reputable sites. In order to write a valuable document, all research materials must be from credible and reliable sources.

Read other white papers

Are there any white papers on your topic or area already? Read them to identify knowledge gaps and opportunities to use them in the existing context.This review also ensures that your white paper is new and not duplicated.

Use Mind Map

It can be difficult to keep track of the many sources, ideas and content associated with preparing a white paper. A useful organizational tool is the mind map. It allows you to catalog and combine many different parts into one visual overview.

We suggest using the free FreeMind tool to organize your content.It’s easy to use and free.

White paper format

Remember mobile visitors. Currently, over 50% of internet traffic is mobile, and web designers have adapted to this trend by creating responsive designs. Surprisingly, most of the companies that offer white papers and e-books on their websites still use the PDF format.

The problem with PDFs is that they are not readable on small screens.If you choose to release a PDF document, you risk excluding this large segment of your audience. This is a design mistake that will cost you views and conversions.

Official documents usually follow a standard document format. The order of content may appear similar to other business reports, but there is one significant difference:

White paper places a conclusion at the end of

Many business communications, such as technical reports or proposals, place a key message at the beginning of the document.This order corresponds to the wishes of the reader and their preferences in obtaining information.

In a white paper, research informs readers and broadens their understanding of an issue through the content of the entire document. The last section contains the “solution!” the moment when the reader receives a ready-made solution, which is supported by the evidence in the document.

The reader’s path and preferences are different in white papers and business reports. But no matter how long the white paper is, the document should be easy to understand and include informational headings for easy navigation.

Select the exact title

A good name is important. It should clearly state what the reader learns from the white paper. It also has to be tempting and intriguing

Simple header example:

White Paper on Law 123.4 Environmental Impact Assessment.

An example of a tempting title :

Rules change: White paper on legislative proposals for environmental impact assessment in 2020

The phrase “white paper” does not have to be in the title at all.But some people are looking for this authoritative index. Other readers, on the other hand, may be intimidated by the use of this term. As always, consider what your audience prefers.


The essence and content of the white paper is the most important, but neglect of design is a big mistake. The design highlights the main points and helps the reader understand what they are reading. Using visuals (such as images, videos, charts, and graphs) that support your arguments is critical.

Emphasis on readability

Since detailed technical documents contain a lot of text and visual elements, as well as additional information such as footnotes, drawings, logos and copyright information, the danger is that your design becomes cluttered.

Good design makes bold choices and prioritizes important information. These choices and priorities affect layout, placement, color, font size, page order, and more.


Abstract offers the reader a brief overview of the main provisions of the white paper. This allows the reader to ensure that they have found a document that suits their needs. After reading the abstract, the reader will be able to understand if he is “in the right place.”

Problem statement

The problem description indicates the subject area to which the document will be addressed. The problem must be identified and put in context for the reader to understand it.


This section provides the basic information necessary for the audience to understand the problem and ultimately solve it. Content can be detailed and technical, or broad and layered. If original research is completed in this white paper, methods should be reported.

A good example is the wealth of information on employee engagement. In many cases, B2B companies considered the importance of employee engagement and the mistakes that arise in solving the assigned tasks.


Based on the previous information, the solution is now presented. It is reasoned and a solution is presented, for which the collected evidence and the experience of the author and his company are used.

Gathering statistics and finding expert articles on a topic can take time, but the results are worth it. For your document to achieve the desired effect, it’s important to show your content as an authoritative source that your audience will want to return to.


This section summarizes the main findings of the white paper.And recommendations are presented based on this decision.


All sources used to develop the white paper should be collected and cited in this section. This provides the reader with content for further research. Follow accepted citation formats depending on the industry.

Final Thoughts

Writing a good white paper is no easy task. However, the time and skill put in can provide a valuable document that shares your company’s knowledge, contributing to overall education and progress in your industry.And a good white paper significantly increases business opportunities.

The Internet is not what it once was. With the sheer amount of content being produced every day and the ever-growing number of channels, it’s much harder to get noticed. Remember the importance of distribution, identify the channels through which your ideal customers consume content, and do everything to ensure that your white paper is clearly visible on those channels.

At a strategic level, WHITE PAPER fits perfectly into the widespread trend of content marketing.The White Paper can serve this purpose surprisingly well. Remember, the most effective white papers provide useful information to help the reader understand a problem or solve a problem … not just product background information.

This material is a private record of a member of the Club.CNews community.
CNews editors are not responsible for its content.

Striking New Packaging Design for All Xerox White Office Papers – News & Press Releases | Xerox Russia

Xerox announces the reimpilation of all products in its white office paper portfolio.This initiative is the next strategically important step for the company in the framework of the global rebranding program, which was announced last year.

In 2008, Xerox Corporation announced a change to its corporate identity and brand communication. The brand renewal affected all the elements of the company’s image – the logo, various visual graphic means, as well as the communication style, which have already found their reflection in the new website www.xerox.ru, packaging design and product line with new symbols.The gradual application of the new identity to all brand carriers was carried out during 2008 and will be completed by the end of 2009

Packing change covers the entire line of Xerox white office papers: Premier A grade office papers, B grade multipurpose office papers, B grade universal office papers, Performer economical “C” grade office papers and economical office paper of class “C” Perfect Print.

“As before, each pack of paper is easily recognizable thanks to the original color indicator, which makes it easier to visually select the right product grade.The updated packaging also bears the Xerox Eco-Certified paper mark. We have always paid special attention to the control of production technology. That is why, today, the quality of Xerox paper maintains its consistently high level. This allows even the most demanding customers to get the most out of their equipment by minimizing machine downtime resulting from the use of low-quality consumables, including paper, ”comments Elena Loktionova, Product Manager for Xerox Russia.

90,000 Crafts for GIRLS (55 DIY ideas).

Hello everyone, we continue to charge you with a positive mood and active aspiration. Today we will strive for beautiful crafts that will appeal to all girls. We will dive into the world of girly interests and see what beautiful crafts and drawings can captivate girls, develop their creativity and give them real pleasure. In this article, we have collected the best and most interesting crafts for girls, as well as activities and ideas that will suit both fast and impatient girls and thoughtful painstaking girls.Today we will make the most beautiful and unusual crafts. And I will tell you in detail what material we need and how to make each of the crafts step by step. So let’s dive into the world of creativity for girls – the world of cute crafts.


Hand-made articles for girls


Lovely unicorns. All girls love them with tender heart-pinching love. Let’s see what interesting unicorn crafts can please our girls.

Craft UNICORN-SUSPENSION is made simply .Cut out 8 round discs from white paper. We fold each paper circle in half. Put in 2 piles of 4 pieces each.

We take 4 rounds and glue our folding circles together with the edges – neighbor to neighbor, like glued diary pages with a deuce. We glue 4 disks – we get a “book with three pages centered) – that is, a half of a paper ball. The second 4 discs are glued together in the same way. We get the second half of our paper ribbed ball. We will then glue these 2 halves of the ball into one common ball – the body of the unicorn.

Now cut out 2 head silhouettes and 4 legs silhouettes. We glue strips of colored paper between the silhouettes of the head – this is the mane. We also glue the horn and bangs of a cute pony in the right place. And glue 2 head silhouettes together (this is how the ends of the stripes are hidden inside). We glue the legs in pairs.

And now between the two halves of the paper ribbed ball we insert the finished head and legs, as well as the colored stripes of the tail. And we glue the halves of the ball – into one common ribbed paper ball.Craft unicorn for girls is ready.

These unicorns can be hung on a lamp, made into a garland for a birthday, hung over the door to a nursery, or simply given to girlfriends as a souvenir. Or you can glue the unicorn inside a greeting card. Then, on the postcard, we first glue the elements of the head, tail and legs. And then both hemispheres of our paper ball.

You can make such a picture with a unicorn very quickly and easily. Take your own foot, smear it with thick white gouache and step on a sheet of dark paper.Dry and paint the horn, rainbow mane, eyes and nostrils. A magical craft painting for a girl, which is done very quickly and easily.

Hint. If you want to leave a mark on smooth, glossy cardboard, add some liquid soap or shampoo to the mascara. Otherwise, without soap, your paint will not lie flat on the glossy cardboard, but will collect in droplets with dry holes.

And it is better to work on rough cardboard, or tint a white sheet of paper with blue paint, using a wide blush brush or a dishwashing sponge.

Similarly, you can draw a picture of a unicorn using your palm print.

Hand-made articles for girls



Girls love hares, especially all kinds of white rabbits. Many girls will like these cute hare crafts. Let’s see what you can do in this thread.

Firstly, a quick and simple craft – we turn a palm print with white paint into a hare. On rough cardboard, the paint will lie perfectly evenly.

A hare for a table theater with holes for fingers is also great fun for girls. Especially if turns it into a COMPETITION GAME.

Simple rules . For each player, we make a hare with two holes for the fingers (as in the second picture). Sprinkle cardboard carrots on the table. The task of the players in 1 minute is to have time to collect as many carrots as possible in the boxes (with the fingers inside the hare). The winner is the one who collected the most carrots.Here’s a 2-in-1 game for girls with a craft and fun competition game.

And here is a simple and quick craft for kindergarten, which you can do with your girls, for example, for Easter. Give the child 2 rectangles of white paper. He folds one into a ring, fixes it with glue. Droygoy cuts a rectangle with scissors on both sides – so that legs are obtained in front and behind. We glue the legs on a piece of green cardboard, so that this piece of cardboard RISES UP with a slide. And now we glue a roll face to this slide.And on the back of the head we glue the ears. The tail can be rolled up in the form of a lump from a paper napkin or cotton.

You can make a handicraft for girls bunny out of felt . Glue all parts with hot glue from a hot gun. Such a bunny can be a decoration for gift wrapping or it can be hung on the wall next to the bed – for a pleasant fall asleep and wake up.

And to make the bunny feel comfortable next to him, you can hang CARROT GARLAND. It is done simply – without a drop of glue, on a stapler.

Cut three green narrow strips of paper . 2 are the same and 1 is slightly longer. We collect from the loops and clamp together with a stapler. Now we take 2 orange long strips of paper – and we apply them to the green bundle – left and right, so that the strips do not hang down from the bundle, and ROTTED UP above the green bundle – we staple from to bundle. And now we bend these orange strips sticking out above the bundle down and fasten them at the bottom with another click of the stapler.Fast and easy. All carrots are collected on a thread with a needle – we get an excellent garland for girls who love bunnies.

You can hang beautiful soap pendants in the form of white bunnies with pink ears around the children’s room. Together with your girl, you yourself can make such round fans. And on the center of each fan, stick the face of a bunny, or a bunch of carrots. I already described how to make round fans in article Children’s paper crafts (77 ideas for children).

And here are the ideas of hand-made masks in the form of a gentle rabbit. We make rings from two strips of paper – also with a stapler. And on it we glue a round muzzle with ears.

Or you can buy thick paper for wall newspapers and posters in the store and cut out such a large hare mask, with slits for the eyes. And decorate it with abundant fluff pulled from cotton pads.


Hand-made articles for girls


Bright butterflies too – great DIY theme for girls . We take a sheet of paper and fold it in half (so that there is symmetry). Now on this folded sheet we draw the wing silage – the upper and the lower. Cut out along the drawn line – unfold the sheet back and get a symmetrical butterfly.

And now on one LEFT half of the butterfly we apply a colorful spot with gouache and quickly BEFORE it IS DRY close the halves of the butterfly back so that this spot is imprinted on the RIGHT HALF.We iron this place with our hands so that the stain is properly imprinted. We open it – and we see spots of the same shape on the left and right. The beauty.

Take the new gouache color on the brush and once again blurt out the stain ON THE LEFT WING . We close it with the right wing, iron it to get imprinted and open it again – wow, you are beauty. We take on the brush new paint and continue in the same spirit … until the whole butterfly becomes beautifully filled with paint. We dry the butterfly, and add decor, a body made of plasticine or pompons, rhinestones, sprinkles, sparkles and other decor.

You can make a beautiful craft butterfly from a roll of toilet paper. We take this roll sleeve and paint it pink with gouache (or wrap it with pink paper). Cut out two hearts from paper (these will be wings). We make patterns on the hearts-wings. With PVA glue, we lead curls and lines and quickly sprinkle everything with small sparkles while the glue is wet. Let it lie on the glue and drop the excess glitter onto a sheet of newspaper (it is easy to put the shiny sprinkle from the newspaper back into the jar by bending the sheet in half and roll the sprinkle along the groove-fold into the neck of the jar).

The legs of the beam are made of fluffy wire or strips of cardboard. Glue the antennae of the paper beams on the inner side of the sleeve.

You can stylize butterfly wings according to existing designs. You can find wing patterns on the Internet and repeat them with a black marker on pink paper. Draw white dots with gouache or nail polish using cotton swabs.

And here is another butterfly, which is also made of paper for the delight of all girls, quickly and easily.

To make it clearer, I made a drawing of this craft. We take a sheet of boamagi and fold it in half. At the top edge we find a point – exactly in the center. From this point we draw one line vertically down and two to the sides, and two more sides. Cut off the extra corners (everything behind the second pair of lines). Bend along the drawn lines. We get an expanded workpiece of a high pyramid – four faces. We glue the two back faces of this expanded pyramid – we get a high pyramid with three faces – the body of a butterfly.Cut out butterfly wings from colored paper, decorate and glue them.


Hand-made articles for girls


Not everyone likes to paint. Many girls believe that paints are not their vocation, because it is difficult to paint with a brush and not to smudge, paint always leaks, falls in blots – continuous nerves and experiences. In our article, I offer you fun work with paints that only delight you and in no way irritate you.

How can such a delicate craft of octopuses not please? Nice eye and smile.

Here is the principle of creating such a craft. We take a sheet of white paper, a brush, different paints and begin to paint a sheet of paper in multi-colored stripes – whatever you like and let them leak and even mix around the edges with each other, even if it is not even and not perfect – we are not afraid. And then we cut out the stencil of our future character from the draft. We apply the stencil to the dried colored paper, outline it with a pencil and cut it out.Then we put together the applique we have conceived. A simple, interesting and fun craft for girls of any age. If sisters live in the house, they can rally in this work. The younger one draws the stripes, the older one cuts the applique. We wind the octopus tentacles onto a pencil.

In such a fun technique, you can make a lot of bright crafts. For example, here is such a colorful parrot. Here, over the dried wide stripes of paint, he will also apply a zigzag and wavy pattern with a paint of a different color and a thin brush.

And here’s another very quick paint job. Everything here is very simple and accessible for the smallest girl. A rose is drawn with one finger – in a circle, in a spiral. Practice on the draft many, many times – and then take a blank sheet of paper and make a card for Mom.

Green leaves are drawn with two index fingers. Dip the left and right index fingers in green paint. We put our fingers together at one point on the paper. Now the fingers go down, slightly diverge to the sides and again below they converge together at one point – an ideal oval with pointed tips is obtained – just the shape of a leaf.

And it is very simple and quick for young children to learn how to draw ovals and leaves in this way – the fingers met, parted and met again (like they made friends, quarreled and made friends again).

And for older girls such a job is suitable. Draw the outline of a rose on a piece of paper. On these outlines we apply a thin path from a tube of PVA glue. Drying these glue patterns. And now we have borders, borders of each rose petal. And within these boundaries, we will create different shades of color – from pale pink to maroon.This will make our rose look as if it were alive.

For very young children, we can come up with simpler PVA patterns.


Hand-made articles for girls


Now let’s look at some heart-shaped craft ideas. The most interesting options for girls, both those who go to kindergarten and for schoolgirls.

We take wax crayons and a silicone mold for baking mini-cupcakes in the shape of hearts.Cut the wax crayons into pieces with a knife, or break them with your hands. We put it as you want in the shape-hearts. We bake in the oven at a not very high temperature.

Our wax melts and fills the entire container of the mold. We take out the molds and take them out to a cold place so that the wax hardens. We take out the hearts and give them to our girlfriends. A cute souvenir that can be painted in different rainbow colors of postcards and pages in a notebook

NOTE – you can do the same with REGULAR SOAP. We buy multicolored soap – bright yellow, bright red, pink, green. Cut into pieces – put in molds, heat in the oven, cool on a cold balcony or in the refrigerator. We get fragrant multi-colored soap. We give it to girlfriends.

GIRL DECORATION – a designer painting that you can paint yourself with wax or white paraffin wax candle . Draw a heart shape on a piece of paper with a candle. Draw the lines well so that they leave a greasy wax mark on the paper.As you know, paint does not stick to fat. We dilute watercolors with water, moisten a soft brush and gently paint over a sheet of paper – we make multi-colored stains – where the wax lines remain white. And we get white outlines of the heart against the background of multi-colored spots. Nice and gentle. Such a picture can be framed and hung in the children’s room.

You can also cut a heart out of salted dough – using cookie cutters. Dry and get a pendant to decorate the room, window.If you add aromatic oil or perfume to the dough, you will get a fragrant suspension in the car.

I described in detail how to make salty dough correctly in article Crafts from salted dough.

You can make a game for girls with your own hands – tic-tac-toe, but only with hearts. Each heart is sewn from felt. We just cut out two heart silhouettes from soft felt, sew them together, leaving a hole on the side, push cotton wool or synthetic winterizer through it and sew up the hole.

And here is an idea for crafts from plastic plates. Draw hearts on a plate. Use scissors to pierce the middle of the plate and cut out the heart along the line. With an office punch we punch holes along the edge of the heart, trying to make holes at the same distance from each other. Now we take multi-colored balls from the thread and create a cobweb, without a needle, just with our fingers. Great job for little girls, develops eye, fine motor hand precision.


Hand-made articles for girls


Girls love to pamper themselves with delicious things. Cakes, cocktails, ice cream. Let’s see what crafts can be done on this topic. Here is an applique craft in the form of a refreshing drink with a lemon wedge and a cocktail straw.

A volumetric postcard with a multi-tiered cake is a beautiful craft for girls. Such a postcard can be presented to a friend for her birthday. Everything is done quickly and most importantly.

From colored paper we cut strips of different lengths – but the same width.At each strip, bend the edges to half a centimeter from both ends (as in the photo below).

We glue all the strips on the postcard so that the gluing point is only in the area of ​​this bent edge. And the edges of each new tier should be equidistant from the edges of the lower tier. That is, they should be centered. You can draw a central axis on a postcard, and on each tier in the middle draw a point that should coincide with this axis. Or, in advance, on a postcard, draw thin pencil lines the places where the edges of the strip are pasted so that the cake is even and does not slant either to the left or to the right.

After that, it remains to decorate our cake with candles, hearts or with roses (read how to make small paper roses with your own hands just below in this article).

Ice cream applique is also great for girls. All parts are cut out of cardboard and attached to a glue stick. When working with cardboard, you should not use liquid adhesives (such as PVA), because the cardboard, absorbing water, bends and goes in waves. Therefore, dry glue pencils or double-sided tape are the very thing.

Balls-pom-poms (pictured below) are also not liquid glue, you can’t stick it, here it is better to use pieces of double-sided tape or hot melt glue from a hot gun.

And here is a voluminous ice cream craft. All girls will be delighted with this idea. Everything is simple and very fast.

From thick gray paper (wrapping paper from a store will do) we form bags. We attach them to a stapler or double-sided tape.

From a paper napkin or newspaper, wrapped in a napkin, we make a lump-filler for a bag.

We form bundles of paper towels – twist them in our hands. Next, we wrap a lump of filler with this tourniquet – laying it in a spiral, like a snail.

We coat the inside of the bag with glue and insert the filler, wait for the glue to set. Decorate the top with an artificial cherry or strawberry. Sprinkle with sparkles, beads. Beads can be baited on a string, the needle will easily pierce the layers of paper ropes and you will get a beautiful decoration for ice cream.

A berry can be dazzled if you mix a finely chopped napkin and PVA glue in a bowl, sculpt the berry, dry it, paint it with gouache, sprinkle it with hairspray so that the gouache does not rub off.

You can also make other delicious crafts with the girls – for example, in the form of pizza. Moreover, delicious crafts can be made not only from paper and cardboard, but also from felt.

Pieces of colored felt are sold in any store from them simply and quickly cut out the necessary parts and either put them on GLUE, or fasten them with a seam of threads.

An interesting craft for girls can be found anywhere – even in a pack of pasta. Here in the photo below we see an interesting fun for girls to make toy “sweets” from pasta-bows.We cover the pasta with acrylic paints, or nail polish, or gouache, and then sprinkle with hairspray to fix the gouache.

When the color is dry on top, you can apply patterns with toothpicks. Neat round dots are obtained if you apply varnish with round match heads, round tips of hairpins.

For pasta sweets and in general for sweets, you can make a paper basket with your own hands. It is made from a piece of thick paper or cardboard.

Cut out a SQUARE from a rectangular sheet.We measure each side of the square with a ruler and divide the resulting figure into 3 parts. We measure this number on each part of the square (that is, we mark each side of the square with strokes into 3 equal segments). We connect these marks with lines – we get a lattice (as for a game of tic-tac-toe) – that is, the whole square is now divided into nine squares. We cut the upper and lower row of squares along the lines, do not touch the middle row, the scissors should not climb there.

Next, we collect the basket. Moving the left and right sides of the square towards each other and connecting the notched ears, superimposing them on top of each other.

Cut a strip out of the rest of the paper and glue it like a handle for a basket.

A simple craft made of plastic bottles in the form of an elegant stand for sweets is also suitable for girls. Cut the bottoms of the bottles. Glue the sharp edge with colored tape. If desired, the bottoms of the bottles can be painted, not with a brush, but simply by pouring the paint inside, distribute, roll the paint along all the walls, pour out the excess paint – wait until it dries.

Hand-made articles for girls



Many interesting crafts can be made from junk material. Here is an interesting craft that consists of a jar of yogurt, CDs and ice cream sticks.

From thick packing cardboard (from an old pizza box) you can make a beautiful handicraft REVIEW WHEEL for small toys. Booths for toy customers can be made from plastic cups, yogurt jars.

The wheel stand is made from a strip of cardboard folded into a triangular fold.The wheel is fixed on the rack with a screw and bolt, or a metal rivet (it can be put in any workshop where zippers and buttons are repaired).

YOU can come up with a different design for your craft wheel. All the elements of this design are also visible in the photo and you can repeat a similar device using a regular pizza box as a raw material base.

You can make doll furniture from the bottoms of the bottle. We cut off the bottom of the bottle, leaving behind a part of the side of the bottle (for the back of the chair) and on both sides of the process (which will bend into the armrests of the chair).

Glue the sharp edges of the cuts with electrical tape (or sew them with a border, piercing the edges of the cuts with a thick needle). We cut out two rounds from the fabric, sew them together into a round pillow, fill with sentipon. Plump a larger cushion for the seat, a smaller cushion for the back.

You can create a complete furniture set from a regular plastic bottle.

You can make furniture for a doll out of a piece of plywood and an ordinary mat (coasters for hot dishes).Cut out two silhouettes of the side of the bench from plywood. We make a round hole in each leg of these silhouettes (with a drill or a nail). And we insert a wooden long skewer into the hole. We get the backbone for the bench. Now we put the mat on top – fix it with glue. A doll shop is ready – a quick and easy craft for those who want to please their little girl.

TIP – plain packing cardboard can be used instead of plywood. To increase its density, you can glue two layers of cardboard to each other on double-sided tape (such a cardboard part will be as strong as plywood – if it is not wet with water).

These are the crafts for girls you learned to do today. As you can see, many ideas are available for children’s hands and for parents. Please your girls, make cute crafts with them – be sure that these very memories, of the friendly work on the craft, will remain in the heart of your child when he becomes an adult. Give your girls the belief that a lot of good things in this world are done WITH YOUR OWN HANDS.

Successful family creativity.
Olga Klishevskaya, specially for the site “Family Kuchka”
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Non-traditional DRAWING (77 ideas for kindergarten).

Hello everyone! We continue to provide interesting ideas for educators, parents and teachers. And today we will focus on non-traditional drawing techniques. These ideas are suitable for kindergarten and school. Unconventional drawing doesn’t mean complicated.On the contrary – it is the unconventional technique that turns art classes into simple and fun fun. No need to draw complex elements, no need to masterfully own a brush. Non-traditional techniques are CREATED because they EASIER child’s work, EASIER the teacher’s task in the methodological plan and give the child an amazing creative experience with an excellent final result. You will see what beautiful paintings and drawings can be done with simple non-traditional drawing techniques. The child will love your activities – he himself will be drawn to art when he feels that he can create beauty with his own hands.

I have laid out all the techniques of non-traditional drawing into SEPARATE GROUPS – and I will explain and show everything in order.

Unconventional drawing


In kindergarten, in the classroom for fine art, it is important to choose a job that will be feasible for young children. In the second junior group, children do not control the brush well, it is difficult for them to force the brush to draw a line, an oval, a circle … Therefore, at this age, quick and beautiful work-drawings using the technique of drawing with palms are interesting.

You can draw such a cute little family hen and chickens with your child’s hands.

Green Dye will give you a print that can be played in the form of a frog. The eyes can be drawn separately on white circles of paper (by the teacher themselves) and the children simply glue their eyes to the drawing with PVA glue.

Here’s another example of an applique pattern in this unconventional DIY technique. If we add side wings and sharp tips of the ears to the palm print, we get the silhouette of an owl.The background for such a craft can be chosen from black cardboard, and a large circle of yellow paper (moon) can be glued onto it. And already against the background of the lunar disk, make an owl-palm print. And then when the print is dry we add a long branch on which this owl sits.

The palm acts as a template – first a sketch, trace the palm on a piece of paper, and then try to draw an eye here or there. And look closely to see which character is looking at you.

Similarly, for craft in the non-traditional technique “Palm + paint” , you need to prepare the background in advance.Or create a green lawn and a pond for ducks from colored paper. Or draw it in advance – tint the sheet in blue and green paint, dry it and prepare it for the lesson (hold it under heavy pressure from books).

As you can see in the photo below, you can add overhead details to the palm element of the picture – appliqués made of paper and other materials. Below is an example of how ordinary gray paper from a box can become a prototype for a craft. To make it easier for a small child to draw a circle-lion’s face – give him a template-a lid from a can.Let the children trace the round cap along the center of the “cardboard mane” with a pencil and then carefully paint over the circle with paint – first, stroke with a slow brush along the edge of the line, and then paint over the middle. We finish the black details of the mustache, nose and ears with a marker (the teacher himself when the craft dries up).

In unconventional palm painting, images of birds are often used. Here is a simple idea for drawing a sparrow in kindergarten. Easy and quick to draw with your own hands for children in the middle group.

And here are the ideas of non-traditional hand drawing for children of the middle and senior group. Craft of the MONKEY. Here you need to position your palm correctly – so that your fingers are turned towards the vine, on which the monkey will hang. Then draw a beautiful curl of the tail with a brush. And already from the paper applique to lay out the head.

And here is a lesson on non-traditional drawing of the older group – here you first need to draw a tree (trunk, branches, leaves).The leaves are just traces from the brush (they pressed the brush sideways. Raised it sharply up so that the trace would not be smeared). While the children are busy drawing the leaves, the trunk will dry up well and the imprint of a koala bear will already perfectly lie on it, as against a dry background. A beautiful craft for both kindergarten and school (grades 1-4).

And here is a beautiful bright hand-made drawing of a GIRAFFE. Here we also see the base from the palm print. But a long neck element with a head is added to the drawing.Wait until the red base is completely dry before applying spots and streaks of the mane. The mane is placed with the imprint of the brush – we apply the brush to the flank and sharply raise it upwards, it turns out a trace-imprint like a piece of hairs of the mane – we give the same prints a lot along the entire cervical ridge of the giraffe. It is easier to draw round spots with a cotton swab (the circles will not be even with a brush – not all children know how to draw a circle with a brush – this is a difficult technique that they will master after they learn how to write letters).

For the senior group of kindergarten, a palm drawing in the form of a rainbow magic unicorn is suitable. Great craft for girls. The horn will be drawn by the teacher.

And the boys will love the drawing in the form of a dragon – also in this technique.

Also, small children are very fond of collective crafts. Where the whole kindergarten group participates in one common art work. For example, on a large sheet of paper, burn out the outlines of the future body of a peacock – and build the prints of the feathers of its lush tail around it.And then when the tail is dry, you can stick the body itself in the center.

Drawing with FORKS.

unconventional equipment in kindergarten.

Disposable plastic forks are the tool that can create interesting non-traditional painting techniques for you. All drawings where is needed the characteristic shaggy brushstroke will become easy and quick to draw even for a small child.

Here is a sample of such work for children in kindergarten. The teacher draws a stump on a sheet of paper.The line goes up from the hemp – this is the AXIS of the future tree . We scoop up the thick paint with a fork and apply prints in the direction from the side of the axis down. First, we process the right side of the axis, then the left side of the central rod of the tree.

And already the third stage – we put another layer of CENTRAL smears on top of these strokes – already more vertically downward from the center, slightly diverging slightly to the sides.

For convenience pour paint into bowls – can lids are perfect.

AND so that the paint consumption is less than , gouache can be diluted with PVA glue – one to one, or in another proportion. Valuable advice – do not buy SCHOOL PVA in small tubes – go to the hardware store and buy a liter (or half-liter) bucket of PVA glue there. It will be called universal PVA, or construction PVA – don’t let that confuse you. In terms of chemical composition, it is exactly the same as school PVA glue. But at a price of 5 or 10 times cheaper. And in a bucket, the glue does not lose its freshness, as in a tube.And a liter bucket is enough for a kindergarten group for 3-4 months of active classes.

In such an unconventional technique, you can draw any KEY elements of the picture – for example, HEDGEHOG or CACTUS.

Also, the fork will help you draw shaggy characters. For example, a yellow fluffy CHICKEN, or a kitten, or a bear cub.

Since the paint already contains PVA glue, any paper parts (beak, eyes, ears, tails, etc.) can be glued to the wet, not yet dried paint.

Also, a forked stroke is similar to the plumage of birds. Therefore, you can draw a drawing of any bird using this technique. This is how it happens in the photo of the craft below – COCK ..

TEACHING METHOD – classical.
On two samples of the drawing.

How best to learn to draw in kindergarten. Here is a technique that has been working great in kindergarten for several years now. This technique allows you to get the RIGHT child’s drawing the first time.Let’s analyze it using the example of the same COCK from the picture above.


We seat the children on a high chair (in 2 rows) in front of one table. The teacher will do the show on it. There are already outlines of a rooster drawn in pencil on a sheet of paper. Three bowls contain different colors – yellow, red, blue. Each color has its own fork.

In front of the eyes of the children, we begin our work – we draw feathers with a fork, freely mixing paints. We show how it is not correct, and how it is correct.Let the children, using your example, make sure that it is better to draw the lines ALONG the neck, and ALONG the tail lines, and not across.


We drew the plumage of one rooster in front of the children. Now we make him a friend – we take another sheet with a pencil rooster, and ask the children, “What should be done?” Children tell you, you “mow”, children correct you, tell you how it should be – you are correcting yourself and continue to make mistakes and then correct. Now already children act as a “knowledgeable teacher” .After this game of drawing the second rooster. The children themselves sit down at the tables, where the same pencil rooster is waiting for them and, already with knowledge of the matter, they each carry out their own craft.

As you can see, the demonstration technique always works better on 2-X training drawings by the teacher’s hand.

  • The first drawing, where the teacher does everything himself (teaching and explaining to children)
  • The teacher performs the second drawing at the prompts of the children (“making mistakes” and correcting).
  • The third drawing is already done by each rebenou himself, at his desk, with a clever, learned look.

Unconventional DRAWING

FOOT Prints

A print of a child’s foot, like a hand, can be turned into an interesting drawing. A variety of characters can hide in a child’s footprint.

These pictures can be created using the unconventional painting technique from an ordinary print of a child’s foot.

I must say right away that in the realities of a kindergarten (where there are 30 children in a group) such drawing with feet is difficult to organize. In the case of drawings with palms, everything is simple: children wipe their palms with a wet cloth (remove the main layer of paint), and then go to the sink and wash their hands with soap and water. When drawing with his feet, the child already cannot walk and wash his feet in the sink. A man is gentle with soap and a few basins to wash his feet. You can’t do that kind of work with a whole kindergarten group.But …

Such drawing can be done as a specially organized individual lesson. Children are divided into groups of 4. One child gives his feet for a print, the second draws eyes, ears, tails, the third child draws grass, the sun, the fourth tree, a bird and so on … (depending on the theme and plot of the picture).

You can try this option of organizing the whole process. Before going to bed when the children are barefoot. Let the child step on a piece of foam soaked in paint.And then immediately onto a sheet of paper. And then immediately not a thick, wet soapy terry towel, then into a basin of water … and sleep in a crib.

That is, you need to buy a sheet of foam rubber (it is cheap in the construction department, it is sold by cutting to meters). Moisten the foam rubber, dilute the paint slightly with water so that it is well absorbed into the foam rubber (like ink in a print), put a sheet of foam rubber on a plastic tray. Nearby on the second plastic tray is a wet soapy towel (for wiping off paint), then there is a bowl of water, and a dry towel.There is a chair next to each tray and basin. Three chairs + three elements (coloring, soap, rinsing, wiping).

It turns out conveyor – the child sits on the first chair (steps on the foam rubber with paint, hop – raises his leg), move the tray with foam rubber, put a sheet of paper in its place (hop – printed). The child moves the ass to the second chair, next to which is a tray with a soapy towel (hop-soaped the leg, wiped off the paint). The child moves the ass to the third chair, next to which is a basin of water, a rag floats in it (hop – wash off the soapy leg, where necessary with three rags).And wipe it off with a dry towel.

Everyone is happy. Except for the sanitary station. It does not allow collective rinsing in the same basin. The sanitary station requires 20 basins for 20 children, and 20 soap towels … 20 dry towels)))

Unconventional drawing

HATCH method

And here’s another beautiful equipment for kindergarten. Where the elements of the picture are created by the hatching method. It turns out an interesting texture of the image. This method is convenient for drawing everything fluffy and hairy.

The technique is well illustrated by the example of such a hare-hare.

The hare drawing is divided into SERIES-SECTORS, each of which is shaded. We get even rows of hatching.

Here is a life-size template for this craft.

You can modify this craft and present it as an application. Where each element is cut separately (ears, forehead, cheeks, nose, neck). Then each element is shaded. And then everything is assembled into a single whole application.

The ZONE HATCHING method can be used to create any other furry characters. For example, a fluffy ostrich.

That is, the teacher gives the child a sheet of paper – on which the eyes and beak of an ostrich are drawn. The child’s task is to draw a fluffy cloud of strokes around the eyes with a pencil or wax crayons. And then under the resulting fluffy ball, draw the neck with rows of strokes too. The teacher can help the children by drawing the circumference of the ball of the head and the lines of the future neck, and dividing the neck into sectors for striped multi-colored shading.

You can come up with any character and arrange it in the form of SECTORS for shading – a cat, a parrot, a dog, and so on.

DRAWING in kindergarten


(unconventional technique).

All of us in kindergarten drew the craft FLUFFY Dandelion – with the help of cotton swabs. Here is one (photo below). Let’s think about what pictures can still be drawn with a cotton swab.

Although even from a simple Dandelion theme, you can create an unconventional drawing – BRIGHT JUICY, as in the photo below.

It is best for young children to use the PUMPKIN technique with COTTON STICKS, offer to draw only SOME ELEMENTS of the characters – only a fox’s tail, just needles for a hedgehog.
That is, a kindergarten teacher combines the work of drawing with a cotton swab with an applique. First, on a sheet of paper, the child divides the applique for the hedgehog’s face (made of brown paper) and the hedgehog’s back skin (made of white paper). And then this skin-back must be completely covered with multi-colored prints of a cotton swab.A fun children’s drawing and gluing activity.

You can use the ZONE FILL technique with a cotton swab. On a sheet of paper, the outline (sealout) of the character is drawn with a pencil – for example, a seahorse. The child must fill this entire area without leaving empty spaces and without crawling out of the pencil border. It is difficult, the child does not always see where it is thick and where it is empty. The teacher needs to repeat all the time, looking for empty holes, filling the holes with different colors of dots, and not with dots of the same color.

Here the brain, and attentiveness, and fine motor skills of the hands, and the sense of color work. After all, you need to feel how you distribute the color over the zone – evenly or at the top everything is yellow, and at the bottom everything is blue.

Such a task can be started in the younger group and then in the older one – and even an adult will wear something to learn from this training on the sense of color and composition.

You can also make PATTERN CHAINS with a cotton swab. Like the rows of cactus rings below.

And also with dots you can draw whole pictures. This unconventional drawing technique can be called DOT-GRAPHY.

The most interesting thing is to select points of different shades and place them in different ways on the objects of the image.

You can start working on this kind of drawing with small tasks. Pieces of the landscape, elements of architecture.

There is an artist Angelo Franco, who paints in the DOT IN DOT technique.Here are large dots, contain smaller ones inside.

With a cotton swab and paints, you can draw beautiful MANDALAS (photo below). Mandalas are circular patterns, symmetrical and multicolored. The homeland of mandalas is the East. There they still lay out patterns of colored pebbles, colored sand, or flower petals.

For children, we must give ready-made graphic mandala templates with a given pattern. And the task of the child, each TYK with a stick, is to REPEAT point to point in each of the symmetrical zones of the mandala.That is … if in one zone you made 2 yellow pokes on a petal, then in the other zones you need to make 2 yellow pokes, on the same petal, in the same place of the petal.

You can find many round mandalas for painting on the Internet. Choose those that are simple and easy to make for children of a particular age.

You can also draw point mandalas on plastic plates . As in the photo below.

It is necessary to start drawing mandalas when the child has already mastered elementary counting up to 5.And he can count the number of PUMPS in each ray or in each row of the mandala (if it is a row-ray mandala, as in the photo below).

Agree, this beautiful and unconventional drawing technique perfectly develops the child’s mind, his mathematical abilities, constructive thinking, the ability to plan the result, calculate the drawing.


(unconventional methods).

Here’s another unconventional watercolor painting technique.Here on a sheet of paper we put water-diluted watercolor and blow on it from a tube. We get watery streaks and colorful streams. For such drawing, it is not necessary to use watercolor; the same can be done with gouache diluted with water.

Below, we see how this technique can be used in activities in kindergarten and school. We give the child a drawing of a face (boy or girl) and the child’s task is to blow the HAIRSTYLE to these characters.

You can use a plate on which we attach a sheet of paper with a clothespin.Put a large drop of paint on the edge of the sheet and lift this edge of the board up – so that the drop flows down like a slide.

If part of the sheet is temporarily sealed with a piece of masking tape, then we will have an empty, unpainted space on the sheet. And then in this place you can place someone’s applique under the umbrella. This is how it is done in the photo below.

In the younger group of kindergarten, children will love to draw Klax monsters. Krakozyabra can be inflated from the tube in any direction.And then, after drying, apply the elements of the application on them.

Now I want to acquaint you with one more technique – SOAP + PAINT. Pour ordinary liquid soap or liquid for soap bubbles into glasses – add a little gouache to each glass. We get multi-colored soap paint. We dip a cocktail tube or a round “blower” into it and blow bubbles directly onto the paper. We get delicate bubbly CLOUDS. They can be designed into an interesting picture.

Bubble clouds can be LUXURY PIONE (as pictured below). Bubbly areas can scallops on sea waves, like curly lamb skin, etc.

You can simply blow bubbles onto the surface of a sheet of paper with a straw, and then cut a craft applique from this multi-colored sheet. An interesting idea for kindergarten classes.

You can also paint with splashes – just SPLASH multi-colored paint on the paper.A toothbrush works best for this.

Unconventional drawing

WAX-GRAPHY method.

Here is another technique that can be called CANDLE-GRAPHIA, or WAX-GRAPHIA.

Suitable for this technique white wax (or paraffin) candle. It can also be children’s wax crayon for painting (but not any). Choose chalk that is greasy to the touch. Check in advance how the crayons work.

Now let’s take action. Draw a picture on a sheet of white paper with white chalk. Then we take watercolors (not gouache !!!) and start applying watery (not thick !!!) paint over the lines drawn with chalk. That is, we simply paint over our sheet of paper with colored watery paints and an invisible white wax pattern begins to appear. The paint does not cling to the wax and these spots remain white on the paper.

You can draw multi-colored round mandalas in this style (with stains of different colors).Painted autumn leaves look beautiful: leaf contours and wax veins , and the filling of the leaf is multi-colored (red-yellow-orange).

Night rain over water looks beautiful. Slanting lines of rain, diverging circles on the water – it’s all waxy. And then we paint over with dark blue paint and get a beautiful picture of rain.

You can wax jellyfish and sea creatures. And then apply dark (blue-violet-black) tones and the depths of the sea will come to life.

Children are delighted when you offer them such an activity. The educator or teacher himself draws in advance on each leaf jellyfish, turtles, small tadpoles and amoebas. And then the child must find out who is found in the depths of the seas. He paints a sheet of paper and all these creatures appear under his brush.

An important rule. Before the lesson, teach your children to IRON a sheet of paper with a wet brush, and DO NOT RUB THE SHEET WITH A BRUSH, LIKE A SPOKEN. Otherwise, the wax pattern may be damaged.

NIGHT pictures look beautiful in this technique. With wax we draw one line of the horizon, then waves, a wax lunar track and a disk of the moon on the upper half of the sheet. Now we paint it in the colors of the night and we get the sea, the moon and the white moon path.

WINTER pictures look good too. White lines of a wax pattern as elements of white snow, outlines of snowdrifts, a silhouette of a snowman, snow-covered huts – we paint all this with wax. Then the child applies blue or blue paint and a winter landscape appears on the sheet.

But it is important – before giving these pictures to children, check for yourself whether the wax is of the right quality. Are the lines of the drawing showing up? What layer of paint should be applied (how much paint is diluted with water)?

Unconventional drawing


All kids love this painting technique. Because it gives quick and beautiful results for every child. Even the most inept artist gets beautiful pictures.Children perceive the whole process as magic, an exciting game with a magical effect of the appearance of a picture

In kindergarten, the most convenient way to organize is the technique of imprinting. Let’s see what materials are suitable for implementing this technique when drawing with children.

OPTION 1 – a wrinkle of crumpled paper.

Crumpled paper gives a nice torn print structure. This is suitable for painting the crown of trees in spring (yellow-green or pink) and autumn (orange-crimson).The paint is taken from jars or watercolors, dripped onto a bowl (jar lid). We dip a napkin into this drop, try the print on a draft sheet and, if we like, transfer it to paper.

OPTION 2 – corrugated cardboard.

Wrapping gray cardboard is great for drawing a rose using the imprint technique. Cut the cardboard box into strips across the corrugation line. We twist the strips with a tube, fasten with an elastic band or thread. We make a stamp for a green leaf from a roll of toilet paper.

Also, this ROLL drawing method is suitable for the image of the SPIRAL SNAIL, You can also make the SCROLLS OF THE LAMB’S SKIN.

OPTION 3 – fluffy pom-poms.

You can buy a bag of these soft pom poms from craft stores (or craft sites). If you attach a clothespin to each, you will get a convenient holder for work. In the technique of pompomography, you can create decor for painting flat details of crafts. And also paint pictures of white air dandelions in watercolors.

OPTION 4 – toilet paper roll.

There are a lot of options, because the tube-sleeve can be given different shapes. You can cut the sleeve in half LONG, and we get a half-ring stamp – an ideal stencil for drawing fish scales or tiers of coniferous legs of a Christmas tree.

A round roll can be flattened on both sides and you get a pointed oval – this is the shape of a flower petal, or bunny ears. A great idea for non-traditional drawing in kindergarten with young children (bunny) or older children (flower).

The flower is more complicated than the bunny because you need to RADIALLY arrange the petals around the center of the flower.

You can also cut the EDGE OF THE ROLL into curly petals – and you get ready-made petals for paintings. Such stamps are just a godsend for quickly drawing bouquets and flower beds for children of the younger group. And even for the smallest toddlers in the nursery.

OPTION 5 – bubble wrap.

Bubble wrapping film also gives an interesting print pattern that can be played up in non-traditional painting in kindergarten.For example, make an imprint of a honeycomb (as in the picture below).

Or draw a spring or autumn tree.

OPTION 6 – stamps from potatoes.

Any shape can be cut from potato halves. Cut the potatoes in half. Wipe the carrot cut of potatoes with a paper napkin. On the cut with a marker, draw the outlines of the future stamp. Cut with a knife along the drawn contours.

It is better to choose oblong elongated potatoes for stamps.So that the child’s hand can comfortably grip the potato. Below in the photo we present only two themes for such an unconventional drawing – owls and tulips. But you can come up with your own options. If you add PVA glue to the paint, you can stick parts (eyes, nose, handles) over the prints.

An experimental double stamp can be made. Cut the halves of the stamps from the two potatoes and fasten the two potatoes together by piercing them through with a toothpick and wrapping them with electrical tape or tape.Fall for a cool idea and experiment with creating stamps for it.

Unconventional drawing

POWDY paints.

And here’s another cool material for unconventional drawing that young children love so much. This is BULK COLOR for creating puffy designs. Such paint is made at home quickly and easily – in a bowl we mix PVA glue with gouache and add dad’s shaving foam. We make several of these bowls (not necessarily large) for the idea of ​​what we will draw with the children.For a watermelon, you only need two colors – so start with it. Watermelon seeds are a simple black gouache that we drip here and there.

A variety of ideas can be embodied in this drawing technique for children in kindergarten. The simplest is a waffle cone with ice cream. The cone is cut out of a rough packaging cardboard, on it we draw a waffle net with a marker. The child sticks a horn on a sheet of paper (below) and lays out round balls of a volumetric pattern on it.You can give the child round templates, which he will first circle with a karandosh over the edge of the horn, and then foam paint will be laid in these round contours.

And you can also put a few spoons of different paint on the horn and then use the opposite end of the brush (or a wooden stick) to mix the paint into multi-colored stains. You will get a beautiful mix ice cream. A great craft for children in school or kindergarten in drawing classes.

Methods for working with thick paint in children’s lessons.

You can mix the paint on a separate tray (or on a piece of oilcloth). It is better when each child makes his own color mixture – so we give each child his own oilcloth.

We put individual oilcloths for children on each table. We put bowls with 4 colors of paints in the center of the table. A child on his oilcloth mixes these colors into a common puddle – to a state of beautiful stains. Then he applies a paper outline of the character (for example, a seahorse) to the puddle. And then he puts it to dry (the contours of the skates must be signed in advance with the name of the child, and do not forget to remind the children to apply the unsigned side to the paint).Then the next day, when the foam paint dries on the silhouette of the skate, you can continue to work and make an applique for the skate in the sea waters, paint it with thorns, algae around it, glue the shells, pour sand on the glue.

These are some interesting drawing techniques you can try in working with children, both at home and in the garden. At school, this unconventional drawing can be carried out in art lessons, leaving the whole process to the child for independent creativity.

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