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Whitepaper Marketing: 7 Tips & Tricks for Creation

Dominik Rapacki
CEO @meetergo
2 minutes reading time
Table of contents
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An effective marketing strategy requires the use of various tools to generate leads and maintain customer contacts. Whitepapers are an important part of this mix. In this article, we take a close look at the importance of whitepapers and give you seven tips and tricks for creating them.

Definition of whitepaper

Whitepapers are detailed documents that cover a specific topic in detail and provide relevant information and solutions to a particular problem. They are an effective communication tool to convince potential customers of your company and your products or services.

Why white papers are an effective communication tool

Whitepapers offer high added value and are often designed to be concise and informative. They not only convey technically sound content, but also demonstrate that your company has the necessary knowledge and experience to solve specific problems. This increases your company's credibility and expertise, both internally and with external stakeholders.

Best practices in white paper creation

  • Target audience analysis and needs: Before you start creating a whitepaper, it is important to analyze your target audience in detail and understand their needs. Only then can you deliver relevant content and specifically address the problems and questions of potential customers.
  • Content design and structuring: A whitepaper should be well structured and have a clear outline. Use headings, subheadings and paragraphs to make the text clear and improve readability.
  • Textual and visual responsiveness: Use clear and understandable language to convey your messages. Supplement the text with graphics, diagrams or infographics to illustrate complex relationships clearly.

By keeping these best practices in mind, you'll ensure that your whitepaper is engaging in both content and visuals, and will entice potential customers to download and read it.

Why whitepapers are not only important for the sales department

Whitepapers are not only used to attract potential customers and support sales. They also have an internal benefit by serving as a knowledge management tool and helping to develop new ideas. By creating whitepapers, you show your employees that you are addressing current issues and trends in your industry and position your company as a thought leader.

Additionally, whitepapers can also serve as a decision-making tool for internal marketing purposes to convince potential customers of your products or services. Use call-to-actions in your whitepapers to get the reader to request more information or contact you directly.

whitepaper auf bildschirm

Tips to create white paper

Tip 1: Target group analysis and needs

Before you start creating a whitepaper, it's important to analyze your target audience in detail and understand their needs. Only then can you deliver relevant content and specifically address the problems and questions of potential customers. An audience analysis will help you identify the demographic characteristics, interests, and challenges of your target audience. Take the time to gather and analyze this information to ensure your whitepaper is relevant to your audience.

Tip 2: Content design and structuring

A well-structured whitepaper makes it easier to read and understand your content. Use clear headings, subheadings, and paragraphs to keep the text organized. A clear outline helps potential readers navigate the document and quickly find the information that is relevant to them. Emphasize important points by using highlights such as bold or italicized text. Remember that a well-structured whitepaper provides a positive user experience and improves readability.

Tip 3: Textual and visual responsiveness

To make your whitepaper engaging and easy to understand, it's important to use clear and understandable language. Avoid jargon and complex sentences that could confuse potential readers. Instead, use short and concise sentences to get your message across. Also, remember to supplement the text with visual elements such as graphs, charts, or infographics. These visual elements help present complex information clearly and keep readers interested.

Tip 4: Concise and professional appearance

A concise and professional look and feel is critical to capturing readers' interest and providing them with a positive experience with your whitepaper. Consistency in corporate design helps reinforce your brand and build trust. Use graphic elements such as your logo, color palette, and fonts to align the whitepaper with the look and feel of your corporate website. This creates a consistent brand presence.

A well-designed PDF is ideal for white papers because it is professional and easy to open and read. Format the text clearly, use paragraphs and subheadings to structure the content. Emphasize important information by using highlights, bold or italicized text.

Also consider including graphical elements such as charts, infographics, or tables to visually present complex information. Graphics can help present content in an engaging way and make it easier to understand. Make sure the graphics are professionally designed and fit the topic of the white paper.

Tip 5: Meaningful titles and subtitles

Meaningful titles and subtitles are important to capture readers' interest and give them an overview of the white paper's content. The title should be concise and appealing to attract potential readers. Use keywords that summarize the topic of the whitepaper and highlight its benefits to the reader.

Subheadings are useful to further structure the content and guide readers through the whitepaper. They can be sections or chapter headings that help orient the reader. Make sure the subtitles are informative and understandable to keep readers interested and motivate them to read on.

Tip 6: Different types of whitepapers

Whitepapers can be created in various forms and formats to meet different goals and purposes. Informative whitepapers provide in-depth explanations of a specific topic. They contain data, facts, and analysis designed to provide readers with comprehensive information and tangible value. This type of whitepaper is well suited for technical or complex topics in the IT industry or other specialized fields.

Problem-oriented white papers focus on specific issues facing potential customers and provide solutions or decision support. They can serve as guides or how-tos, convincing potential customers that your company offers the best solution to their specific problem.

It is also possible to create whitepapers for marketing purposes by using them as "thought leadership" material. These types of whitepapers aim to position your company as a thought leader in your topic area. They can include case studies, testimonials, or best practices to demonstrate your expertise and competence.

Tip 7: Call-to-action (CTA)

A call-to-action (CTA) is a request for the reader to take a specific action after reading the whitepaper. For example, the CTA can prompt readers to visit your landing page, sign up for your newsletter, or contact you.

The CTA should be clear and concise and highlight the benefits for the reader. Use promotional language to convince potential customers that it's worthwhile to continue contacting your company. Make sure the CTA is prominently placed so it can be easily found.

It's also possible to distribute the CTA through various channels, such as social media posts, blog posts, or email campaigns. By promoting the whitepaper in a targeted way and using an engaging CTA, you can encourage potential customers to interact further with your company.

Remember that the content of a whitepaper should be of high quality and provide a concrete benefit to the readers. Choosing the right topic and a concrete problem that your whitepaper solves is crucial to attract potential customers and meet their needs. By carefully designing and using whitepapers as a communication tool, you can strengthen your customer contacts and generate leads. Whitepapers can also have a positive impact on your company website ranking.


What is a whitepaper?

A whitepaper is a document that deals with a specific topic and presents a solution or an approach to a solution. It is an important part of content marketing and is usually used as a download on a website.

Why are white papers important for marketing?

Whitepapers provide useful content and solutions for potential customers and are therefore readily shared. They are an important part of the customer journey and help generate leads. In addition, a well-written whitepaper positions the company as a thought leader in its field.

How long should a whitepaper be?

A white paper should be about 10-15 pages long to provide enough space for facts and figures, but not too long to overwhelm the reader.

How do I create a whitepaper?

To create a whitepaper, you should first thoroughly research the topic and collect all relevant data and information. Then it is important to create a clear structure for the whitepaper and present the content in a factual and appealing way. A whitepaper should always have the purpose of solving a problem or showing how the company can reach customers.

How should a whitepaper be designed?

A whitepaper should be factual and informative, yet presented in an engaging way. A combination of text, graphics and statistics will help hold the reader's attention. Care should be taken to ensure that the whitepaper is not too promotional and focuses on problem solving rather than a sales campaign.

What is the purpose of a white paper?

The purpose of a white paper is to solve a specific problem, present a solution, or demonstrate how the company can reach customers. It also serves to generate leads and as a thought leadership measure to position the company as an expert in its field.

How is a whitepaper different from a regular PDF?

A whitepaper is not a mere summary of information, but provides a specific solution or approaches to a solution. It is usually longer than a normal PDF and in many cases goes into more technical detail. In addition, a whitepaper is less clichéd and more factual.

Why is it called "whitepaper"?

Originally, government papers in Great Britain were packaged in white envelopes. In contrast, longer legal texts were marked with blue envelopes. The term "white paper" was then applied to technical documentation and later to generally informative documents.

How can a whitepaper be used in sales?

A whitepaper can be used in sales by using it as part of a marketing strategy. For example, it can be offered as a download on the website, or salespeople can offer it to potential customers as part of the problem-solving process. Case studies or instructions in the form of a whitepaper can convince potential customers to use the product or service.

Are whitepapers only relevant internally in the company or also for customers?

Whitepapers are also relevant for customers, as they offer useful solutions and information. They help potential customers to get to know the company and its expertise better and convince them to make a purchase. Therefore, whitepapers should be used on the website and in the company's marketing strategy.


Whitepapers are an important part of a company's marketing strategy. They add value for potential customers, enhance a company's credibility and expertise, and serve as a valuable tool for internal knowledge management. By considering best practices, you can ensure that your whitepapers are engaging and appeal to potential customers.

In the next part of this article, we will provide more tips and tricks on how to create whitepapers and preview their future role in marketing strategy.

Further information and outlook

In this article, we have presented you with three important tips for creating whitepapers. A thorough target group analysis, good content design and structuring, and clear and understandable language are crucial factors for a successful whitepaper. In our next article, we will provide more tips and tricks for creating whitepapers and give an outlook on their future role in marketing strategy. We hope this article has helped you understand the importance of whitepapers in the marketing mix and given you valuable insights on how to create them. If you need further assistance with the creation of whitepapers or any other marketing strategy, we would be happy to help. Don't hesitate to contact us or visit our blog for more useful information on marketing and lead generation.

Imagine Calendly + Typeform had a Baby
Your New Secret Weapon is Here!

See the Magic ✨

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