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White Papers in Business: Uses, Types, Tips, Templates

Learn what is a white paper in marketing, sales, business, and research, what a white paper looks like, and the main purpose and types of white papers.

Author Dominika Krukowska

5 minute read

What is a white paper

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Short answer

What is a white paper in business and marketing?

In business and marketing, a white paper is a detailed document that combines research with persuasive content.

A white paper is used to explain a specific aspect of a product, service, or industry, demonstrate expertise, and help potential clients make informed decisions - often with the goal of leading to a purchase.

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What’s the difference between a white paper and a report?

A white paper makes a clear case or shares a specific point of view to inform or influence a business decision. A report, on the other hand, just presents the facts—without taking a position or making an argument.

Reports are descriptive and neutral; white papers are more interpretive, often guiding the reader toward a conclusion or course of action.

What’s the difference between a white paper and a research paper?

A white paper is a business tool - meant to explain something, share a viewpoint, or support a recommendation. A research paper is academic - built around a hypothesis, formal methods, and peer review.

Both rely on evidence, but white papers speak to professionals, while research papers aim to add to academic knowledge.

What is the purpose of a white paper?

In business and marketing, the purpose of a white paper is to explain a key topic in depth and build trust by showing your expertise.

When you show a clear understanding of your customers’ challenges—better than your competitors—you’re more likely to be the one they remember when it’s time to buy.

NOTE: This post focuses on the basics. If you're after some practical knowledge, check out our guide containing the best white paper examples.

What does a white paper look like?

White papers used to be long, static PDFs - basically walls of text with the occasional chart or infographic thrown in.

But that old-school format is quickly being replaced by interactive, web-based content packed with videos, animations, live data, surveys, and even calculators.

As a result, you get white papers that people actually want to read all the way through. They’re more engaging, easier to share, and way better for lead generation.


Here’s what a modern interactive marketing white paper looks like:

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Who uses white papers?

  • B2B companies and marketers use white papers to explore industry challenges, share what they’ve learned, and bring in leads. They're often offered as gated content - free to download if you hand over an email address.

  • Tech firms and startups use them to explain complicated topics like AI or cybersecurity in plain English, and to show potential customers or investors they really understand the space.

  • Governments and policymakers still publish white papers to introduce new policies, explain the thinking behind them, and ask for public input.

  • Nonprofits, NGOs, and think tanks use them to raise awareness, share research, or push for change - mixing data with clear arguments.

  • Universities and research centres sometimes write white papers to share research in a way that’s easy to understand and useful outside academia. They’re also a great resource for students who need help with a marketing assignment or want real-world examples to support their work.

What are the benefits of white papers?

  • Build trust and authority: When you publish something well-researched and genuinely useful, people take notice. A good white paper shows you understand the topic - and more importantly, your audience. It positions you as someone worth listening to, not just another brand shouting for attention.

  • Educate without sounding like a sales pitch: People are tired of being sold to. A white paper gives you space to explain something in a way that actually helps the reader. When you give them real value, without pushing a product every two lines, they’re far more likely to come back when they do need what you’re offering.

  • Attract better leads: White papers tend to attract people who are already looking for answers. If someone’s willing to download a detailed piece of content, chances are they’re already thinking seriously about a problem you solve. That makes them far more qualified than someone who just clicked a social post out of curiosity.

  • Support every stage of the buyer journey: White papers can do different jobs depending on where someone is in their decision-making process. Early on, they help people understand a problem. Later, they offer frameworks or solutions. Closer to a decision, they give the detailed info people need to feel confident moving forward - with you.

  • Show what makes you different: In a noisy market, white papers give you room to say something meaningful. You can explain how you think, why you work the way you do, and what makes your approach better. It’s a chance to show substance - not just slogans.

  • Help your sales team make a stronger case: Good salespeople know the value of proof. A white paper gives them something to point to - stats, research, case studies - that can back up what they’re saying. It takes the pressure off the pitch and helps prospects feel more confident in their decision.

  • Sharpen your team’s thinking: Writing a white paper forces you to slow down and really think through what you’re saying. That process often leads to better clarity, stronger positioning, and ideas you wouldn’t have thought of otherwise. It’s just as valuable internally as it is externally.

What are the types of white papers?


1) Problem–solution white paper

This format zeroes in on a challenge your audience is dealing with and offers a practical way to solve it - usually with your product or service in the mix.

It works because it speaks directly to what people are struggling with and shows you understand their situation. No pushy sales pitch, just a helpful guide with your solution woven in naturally.

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2) Backgrounder (product or tech white paper)

A backgrounder takes a detailed look at a specific product, service, or piece of technology.

It’s the one you reach for when you need to explain exactly how something works and why it matters - whether you’re launching something new or breaking down a complex topic.

It’s ideal for people who want more than just a headline - they want the full picture.

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3) Thought leadership white paper

These are big-picture, future-looking pieces.

Instead of pitching a product, you’re sharing your take on an industry trend, a shift in behaviour, or a new way of thinking.

It’s about showing you have a strong point of view, not just a solution. Done right, it builds serious credibility and positions you as someone worth paying attention to.

For example, a cybersecurity firm might publish a white paper on the latest threats, educating businesses on the risks and offering their solution as a remedy.

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4) Market research or industry trends white paper

Built around original data—surveys, reports, benchmarks - these papers give readers insights they can’t get anywhere else.

They’re especially powerful if you want to shape the conversation in your industry. If you’re the one publishing the numbers others start quoting, you’re already ahead.

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Most white papers blur the lines between these types, and that’s fine.

You might mix research with your perspective, or weave a product deep dive into a broader trend. What matters most is knowing your goal.

If you’re aiming to support sales, problem–solution or backgrounders usually work best. If your focus is brand authority, go with thought leadership or research-led content.

What are the key parts of a white paper?

  1. Title page: Keep it simple: title, company or author name, and date. If it’s interactive, you can add a logo or even a short video to draw people in - but no need to go overboard. Clean and professional does the job.

  2. Executive summary or abstract: A quick summary at the top helps busy readers get the gist. It’s optional, but useful - especially if you’re writing for execs. One paragraph or a few bullet points explaining what the paper’s about and why it matters.

  3. Introduction: Set the scene. What’s the topic, who’s it for, and why should they care? Most intros also highlight the problem you’re about to dig into. Nothing fancy - just give people a reason to keep reading.

  4. Problem statement or background: Here’s where you add context. Lay out the issue clearly, using data or examples if you have them. If others have tried to solve it, explain why that hasn’t worked. You’re setting up your point of view.

  5. Main body (solution or discussion): This is where you break things down. It’s usually the longest section, especially if you have an interesting research topic and are covering multiple points - each one might need its own part. Use clear headings, keep it structured, and back things up with real evidence.

  6. Conclusion & recommendations: Wrap it up with the main takeaway and a simple next step. If your product fits the solution, it’s fine to mention it - just keep it natural and helpful, not salesy.

  7. References or sources: If you’ve used stats or quotes, include your sources. Doesn’t need to be formal - just enough to show you’ve done your homework.

  8. About the author or company (optional): A quick note about who you are and why your take matters. It helps build trust and gives readers a place to go if they want more.

How to create your white paper from a template

White papers are already tough to get through - no need to make it worse by wrapping them in a static PDF.

Instead of sticking to outdated industry standards, do what an industry leader would do: create interactive white papers that actually feel worth reading (and sharing).

The white paper templates below help you ditch the legacy format your competitors still cling to and turn your content into a storytelling experience.

With scroll-based design, dynamic visuals, and built-in interactivity, they help you stand out, capture attention, and deliver value from the very first scroll.

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Dominika Krukowska

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

Table of contents
What is a white paper in business and marketing? What’s the difference between a white paper and a report? What’s the difference between a white paper and a research paper? What is the purpose of a white paper? What does a white paper look like? Who uses white papers? What are the benefits of white papers? What are the types of white papers? What are the key parts of a white paper? How to create your white paper from a template
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