Objective: Establish subject matter expertise with a combination of storytelling and data.

Basic Framework

1. Executive summary
   1. short paragraph (~200 words, can include a bulleted list) that briefly explains the challenge and solution explained in the whitepaper
   2. After reading this, the reader should understand the value they will receive from the whitepaper
2. Introduction
3. Market gap (aka client’s problem or challenge facing the company)
4. Your solution, how it responds to the market gap
   1. begin with high-level overview of the solution, then go into detail.
5. Describe the business benefits of the solutions
6. Summary/conclusion
7. CTA - this will usually be “Book a demo” or “Schedule a meeting”

**Steps should be supported with data 3-5 should be supported with key data points.

To include in a white paper

• page numbers
• Sources (including your proprietary research)
  • if you reference your research, explain briefly in the market gap section how you collected this research (i.e., we conducted 40 interviews at factories ranging from 50 to 200 employees, in diverse sectors.)
• Glossary of abbreviations

I’m overwhelmed. How do I start?

1. Write one sentence describing the problem, and one sentence describing the solution.
2. Using those two sentences, create the headings and subheadings of your paper.
   1. It may help to explain out loud the problem and the solution. Once you’ve verbalized it, you can find a logical progression in your explanation that will reflect the best section structure for your whitepaper.
3. Under each subheading, write bulletpoints summarizing the key points you will cover.
   1. At this point, you should have the majority of the content written down.
4. Transform your bulletpoints into complete sentences. Reread all the sections out loud to ensure the sentences flow well and it is enjoyable/clear to read.