scientific white paper research

• About The Journalist’s Resource
• Follow us on Facebook
• Follow us on Twitter
• Criminal Justice
• Environment
• Politics & Government
• Race & Gender

Expert Commentary

White papers, working papers, preprints, journal articles: What’s the difference?

In this updated piece, we explain the most common types of research papers journalists will encounter, noting their strengths and weaknesses.

Republish this article

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License .

by Denise-Marie Ordway, The Journalist's Resource February 25, 2022

This <a target="_blank" href="https://journalistsresource.org/media/working-papers-research-articles/">article</a> first appeared on <a target="_blank" href="https://journalistsresource.org">The Journalist's Resource</a> and is republished here under a Creative Commons license.<img src="https://journalistsresource.org/wp-content/uploads/2020/11/cropped-jr-favicon-150x150.png" style="width:1em;height:1em;margin-left:10px;">

This tip sheet, originally published in May 2018, has been updated to include preprint research, a type of research featured often in news coverage of the coronavirus pandemic.

Journalists rely most often on four types of research in their work. White papers, working papers, preprints and peer-reviewed journal articles.

How are they different? And which is best?

Below, we explain each, pointing out its strengths and weaknesses. As always, we urge journalists to use care in selecting any research to ground their coverage and fact-check claims.

Peer-reviewed article

Peer-reviewed research — the kind that appears in academic journals and that we highlight here at The Journalist’s Resource — has undergone a detailed critique by scholars with expertise in the field. While peer-reviewed research is generally the most reliable, journalists should keep in mind that publication in a prestigious journal is no guarantee of quality and that no single university or research organization always does the best research on a given topic.

It is safe to assume, however, that articles published in top-tier journals have been reviewed and given a stamp of approval by a number of accomplished scholars. For journalists who are uncertain, we’ve put together a list of 13 questions  to ask to gauge the quality of a research article.

Keep in mind that not everything that appears in a scholarly journal has been peer reviewed. Journals publish various types of content, including book reviews, editorials, letters to the editor and, sometimes, even poetry.

Working paper

This broad category describes research papers that have not been peer reviewed or published in a journal. Working papers can be in various stages of completion. One might be ready for publication in a prestigious journal while another requires significant editing and other changes that could actually alter its main findings. Sometimes, working paper findings are so preliminary, authors will advise against citing their work .

Even so, working papers are a great way for journalists to gain access to new research quickly. The peer-review and publication process can take months to a year or longer, which means that by the time studies get published, their findings are sometimes not as useful or the data are old.

In choosing working papers, journalists should communicate with scholars about the progress of their research and how confident they are in their findings. It’s a good idea to seek corroboration from peer-reviewed research and to ask other researchers for help assessing a study.

A preprint is similar to a working paper in that it has not been vetted through a formal peer-review process. However, preprints tend to be more complete . Also, preprints submitted to public servers such as the Social Science Research Network and the health sciences server medRxiv get a cursory screening before they’re published online for public view.

Preprints, like academic journal articles, are assigned a Digital Object Identifier , or DOI, and become a permanent part of the scientific record.

White paper

A white paper is a report, often compiled by government agencies, businesses and nonprofit organizations, that outlines an issue and often explores possible solutions to a problem. For example, in November 2021, the federal Office of Community Oriented Policing Services released a white paper looking at factors that help or hinder law enforcement recruitment of Black Americans. Earlier in the year, the Advanced Technology Academic Research Center published a white paper on the American Rescue Plan ‘s widespread implications for government agencies.

In the business world, white papers also are used for marketing purposes — to describe a new product or approach, for instance, or diagnose a problem.

While a white paper can help journalists get up to speed quickly on an issue, it’s important to note some white papers advocate a specific position or policy change. Some rely on incomplete research or research that has not been peer reviewed.

Looking for more guidance on writing about research? Check out our tip sheets on covering biomedical research preprints amid the coronavirus and what journalists should know about peer review .

The Journalist’s Resource would like to thank Matthew Baum , the Marvin Kalb professor of global communications and professor of public policy at Harvard Kennedy School, for his help preparing this tip sheet.

About The Author

Denise-Marie Ordway

White Papers

These whitepapers have been submitted by the scientific community and will be reviewed by the Decadal Survey Committee and Panels. Their recommendations are anticipated to be released no earlier than summer 2023.

Quantum Science

Thriving in deep space (tides), soft matter, transformative engineering, topical white papers.

• A Case for Quantum Memories in Space
• A New Description of Dark Matter
• Advanced Tests of Fundamental Physics with State-of-the-Art Optical Clocks/Two-Way Time Links in Space
• AEDGE: Atomic Experiment for Dark Matter and Gravity Exploration in Space
• Atomic Dark Energy Detection in Space
• Big-Bang-Universe, a Black-Hole-Singularity in Pre-Big-Bang-Universe
• Big-Bang-Universe-Inflation, Resulting from the Black-Hole-Collapse- to-apparent-singularity, with Black-Hole-Formation in Pre-Big-Big-Bang-Universe
• Blue-detuned Box Potentials for Earth-bound and Spaceborne Quantum Gases
• Calcium Beam Optical Clock for Space-Based Precision Metrology
• Clocks are Foundational - Cross Cutting Technology Investments for Navigation and Science
• Coherent Matter Waves in Extended Free Fall
• Compact Ultrastable Lasers Supporting Fundamental Physics in Space
• Computation as a Vital Tool to Enable Quantitative Predictions of Many-Body Physics of Ultracold Atoms in Bose-Einstein Condensate
• Dark Energy, Dark Matter and Dynamics of the Universe Dark Side of Special Relativity and Space-Time
• Dark Energy, Dark Matter and Fate of the Universe
• Dark Energy, Dark Matter with Structure Evolution of the Universe
• Development of Atomic, Molecular, Optical Physics-Based Technologies for Reaching Ultimate Limits in the Fundamental Physics Experiments in Space
• Distributed Clock/Sensor Networks in Space for Fundamental Physics
• Earth-based platforms for microgravity research on ultra-cold atom devices for space applications
• Entangled sources for atom interferometers and atomic clocks in space
• Exploring tunneling physics with interacting quantum gases in microgravity
• Frequency Comb Based Optical Time Transfer
• Frequency Combs for Aerospace Applications
• Fundamental Physics and Lunar Science Investigations with Advanced Lunar Laser Ranging
• Fundamental Physics and Opportunities with Ultracold Quantum Droplets in Space
• Fundamental Physics with Strongly Interacting Ultracold Matter in Microgravity
• Gravitational Decoherence in Deep Space Experiments
• Gravitational Wave Detection with Asteroids
• Gravitational wave detection with optical atomic clocks in space
• Gravity Probe Spin - Precessing Magnet in Space
• Ground-based Research to Improve Future Atomic Clocks and Interferometers for Fundamental Physics in Space
• High Performance Vapor Cell Raman Clock Development for Space Applications
• Long-baseline Quantum Teleportation: Towards Earth-Moon Distances
• Lunar Accelerometer Network Gravitational Observatory (LANGO)
• Lunar Gravitational-wave Detection
• Molecular Toolkit for Fundamental Physics and Interferometry in Microgravity
• Next Generation Lunar Laser Retroreflectors for Fundamental Physics and Lunar Science
• Optical Frequency Combs for Space Applications: A White Paper for the Decadal Survey on Biological and Physical Sciences Research in Space 2023-2032
• Probing the Quantum Nature of Gravity in the Microgravity of Space
• Quantum Atomic Matter Near Novel Two-Dimensional Materials in Microgravity
• Quantum Bubbles in Microgravity
• Quantum Clock Synchronization for Future NASA Deep Space Quantum Links and Fundamental Science
• Quantum Correlations and Foundations of Quantum Field Theory in Deep Space Experiments
• Quantum Enhanced Very Long Baseline Interferometry (QE-VLBI)
• Quantum Equivalence Critical Radii and Anthropic Extreme-Interstellar Object Rare Events Coupling
• Quantum Memories for Fundamental Physics in Space
• Quantum technologies in space
• Quantum Tests of Gravity with Entangled Atom Interferometry
• Rydberg atoms for fundamental physics in space
• Search for dark matter with orbiting atomic clocks
• Short-Range Measurements of the Gravitational Inverse Square Law in the Micro-gravity Environment
• Space Clocks and Space VLBI
• Space Quantum Fields create Interactions, Matter and Gravity as Directional Linked Space, Inflation Expansion due to Quantum Phase Change to Subpixels
• Space-based Measurement of Neutron Lifetime
• Space-borne Clocks for Geodetic Applications
• Space-Time Referencing: Atomic Clocks, Laser Links and Applications
• Suitcase Science Case for Astronomical Lunar Optical Interferometry
• Testing General Relativity and Measuring Geopotential Beyond the State-of-the-Art with Optical Clocks
• Testing Gravitational Time Delay Predictions of General Relativity
• The Nature of Nothing: Exploring the quantum vacuum in microgravity
• The Origin of Matter and Atomic Chemical Affinity in The Universe
• Towards gravity's frontiers
• Tractor atom interferometer for fundamental physics and space science applications

Research Campaign White Papers

• Big-Bang-Universe, A Black-Hole In Pre-Big-Bang-Universe
• Detection of Ultralight Dark Matter and Spatial Variation of Fundamental Constants with Space Quantum Sensors
• Extending the limits of Bose Condensates in space
• Exploring the Quantum World with a Third Generation Ultra-cold Atom Facility
• Fundamental Physics, Electrostatics, and Imaging Facility (FEIF)
• Fundamental Physics with a State-of-the-Art Optical Clock in Space
• Gravity Probe and Dark Energy Detection Mission (GDM)
• Global Time and Frequency Transfer for Clock-Based Fundamental Physics Tests
• Lunar Gravitational-wave Antenna
• Lunar Optical Astronomical Interferometry
• Macroscopic Quantum Resonators (MAQRO)
• Optical Atomic Clock aboard an Earth-orbiting Space Station (OACESS)
• Photonic Integrated Circuits for Atomic Sensors in Space Observatories/Operations (PICASSO)
• Probing the Cosmic Dark Ages with the Lunar Crater Radio Telescope
• Quantum Optics in the Regime of General Relativity - The Deep Space Quantum Link (DSQL)
• Quantum Test of the Universality of Free Fall in Earth's Orbit
• Satellite Quantum Test of the Universality of Free Fall
• Space Networks of Trapped-Ion Optical Clocks for Fundamental Physics
• The Bose-Einstein Condensate and Cold Atom Laboratory
• The identity of dark energy and dark matter in the universe.
• A Vision for the Next Generation of Spaceflight Microbiology: Human Health and Habitat Sustainability
• 3D Tissue Chips for Space Biology Studies
• A Dedicated, Long Duration Balloon Mission from Antarctica to Study the Effects of Low Dose Galactic Cosmic Radiation on Biology
• A Systemic Solution: Translating Origin of Life Protocell Mechanisms into a Novel Research Method for Microgravity, Space Science, Technology, & Earth
• Advancing Space Life Science Research Using Drosophila Melanogaster
• Altered Metabolism Associated with Muscle Wasting During Spaceflight
• Appropriate Shoes to be Used in Spatial Shuttles
• Assessment of Contamination Potential of Spacecraft Surface Microbes Using the Metagenomic Data
• Astroimmunology: Uncovering Neutrophil Biology and Function in Spaceflight
• Biologically Facilitated Processes Towards Sustainable Space Exploration
• Co-leveraging Scientific Advances in Space Biology and Astrobiology Towards Achieving NASA’s Life Science Objectives
• Concept for New National Student Challenges to Innovate Tech-nology-Assisted Space Medicine for and After the NASA Artemis Program
• Development of Medical Capabilities and Technologies for Health Monitoring, Diagnostics, and Treatment During Human Exploration Spaceflight
• Development of New Algorithms for Space Biology
• Dust from Astronauts and Space Habitats (DASH): Implications on Long Term Space Missions
• Elevating the Use of Genetic Engineering to Support Sustainable Plant Agriculture for Human Space Exploration
• Enabling a Precision Health System for Deep Space Exploration
• Engineered Human Tissues and Humanized Mice to Individualize Risk Calculations and Countermeasure Use
• Enhancement and Retention of Space Bioscientists and Students
• Gaining Insights from Omics Data Using Artificial Intelligence in Space Crop Production
• Gravity as a Continuum
• Ground and Flight-Based Plant Microbial Interaction Research and Related Space Crop Production Applications
• Growing Plants Under Altered Gravity
• Human Organs-on-a-chip Platforms for Developing Countermeasures to Space Radiation
• In situ chemical investigation of biological systems with laser-based Mass Spectrometry for the Artemis mission
• Mammalian Multi-generational Studies in Space
• Microbial Food Safety in Space Production Systems
• Microbiology of Horizontal Gene Transfer and Microgravity Biofilms
• Mitigation and Use of Biofilms in Space for the Benefit of Human Space Exploration
• MRET Activated Water as Dietary Countermeasures to Mitigate Cancer Risk from Space Radiation.
• Noninvasive Measurement of Cerebral Blood Flow (CBF) Autoregulation (AR) and Intracranial Pressure (ICP) with Rheoencephalography (REG
• Omics and Open Science: A Platorm and Approach for the Future for Space Biology
• Optimizing the Accessibility and Usage of Astronaut Omics Data Across the Scientific Community via GeneLab
• Plant Quantitative Genomics in the Spaceflight Environment
• Quantitative Biology Accelerates Ecosystems Evolution for Sustained Spaceflights
• Recommendations for Spaceflight Research to Enable Crop Plant Growth Systems for Exploration
• Revealing the Role of Genetics in the Adaptation of Mammals to Spaceflight Factors
• Reverse Translation Strategies to Support Cognitive and Behavioral Risk Characterization
• Smart Theragnostic Cognitive-Emotional Restructuring for Space- Related Neuropsychiatric Disease and Injury
• Solutions to Some Health Problems
• Space and Radiation Research Crisis in the Life Sciences: Where are the Experts to Ensure Health and Well-Being in Future Space Travel?
• Space Travel and Personalized Medicine: The Critical Value of the “Astronaut-on-a-Chip” Platform
• Spaceflight Food System: Impacts to Nutritional Adequacy, Health, Performance, and Resources in Space Exploration
• Stem Cell-Based Tissue Regenerative Health in Space
• Studying impacts of gravity on essential microbe-animal interactions in analogue and real nonterran environments
• Synthetic Torpor as a Strategy for Survivability of Long Duration Human Exploration Missions: The Need for Fundamental Investigations in Rodents
• TAKING SPACE BIOLOGY TO THE NEXT ERA BY ENSURING STANDARDIZATION, APPLICABILITY OF IN SITU TISSUE ANALYSIS AND COMPUTATIONAL PREDICTIONS
• The closed-loop plant-based low-gravity biorefinery based on recent developments in cellulosic nanotechnology - from seeds to construction components
• The Creation of the Woman and Genetics
• The Impact of the Schumann Resonance on Biological Cells
• The Impact of the Schumann Resonances on Physiology, Ground-based Investigations to Support Human and Mammalian Studies Beyond Low Earth Orbit
• The Impact of Weightlessness on Lymphatic and Endothelial Glycocalyx Function; A New Era in Ground Based Spaceflight and Weightlessness Research
• The Importance of Complex Human in vitro Models to Future Human Spaceflight
• The Need for Biological Countermeasures to Mitigate the Risk of Space Radiation-Induced Carcinogenesis.
• The role of study cell senescence in organoid bioprinting for Artemis Missions and sustainability of Human Lunar Exploration
• THE SCIENTIFIC RATIONALE TO STUDY THE EFFECT OF THE SPACE ENVIRONMENT ON HEMODYNAMICS, COAGULATION, AND VASCULAR MECHANOTRANSDUCTION
• The Study of Partial Gravity Effects on Animal Physiology
• Tissue Macrophages Relevant to Spaceflight, Fundamental Understanding Needed to Support the Artemis Program and Deep Space Exploration
• Topical campaign for the interactional effects of human long-duration spaceflight hazards under conditions of time-delayed communication.
• Topical: Intelligent Meta-Learning Inferential Social Robotic and Virtual Space-Medicine Clinicians
• Topical: Liver, immune and stem cell function during spaceflight exposure
• Topical: The case for a set of "best practices" in regolith-based agriculture applied to bioregenerative food systems
• Toxicity of Lunar Dust to Human and Other Biological Systems: Enabling Safe Lunar Exploration
• Use of Human Three-Dimensional Tissue and Organ Model Systems to Assess Radiation Risk and Develop Countermeasures
• Viruses as Modulators of Cellular Metabolism: Implications for Human Health and Life-Support Systems in Space
• Volumetric Aerogel with fortified Protein, Vitamins, Enzymes Nutrients - Aerogel based Deep Space Food, Electromagnetic Artificial Gravity, Yoga,
• YEAST TO GET OXYGEN AND TO FEED PLANTS ON OTHER PLANETS
• Artificial Intelligence for Autonomous Space Plant Production
• Bioregenerative Life Support Systems: Coordinated Research into Organisms, Technology and Systems Integration
• Gene Edited Mammal Organs with CollagenIIIAerogelFoamScaffold Slices in Micro-Gravity LayerbyLayer Biofabrication for Replacing Human Organs
• GenSpaceBase
• Human Research Program for Civilians in the Commercialization of Space
• Impact of Long-Term Space Flight on Host Physiology and Health
• Integrative Investigation on Microbial Systems of the International Space Station
• International Partnership Opportunities in a Lunar Surface Plant Production Demonstrator
• Machine Learning, Artificial Intelligence and Data Modeling for the Next Decade of Space Biology Research and Astronaut Health Support
• Magnetic Gravity Simulator, Protecting Human Health
• Microbial reference missions and open science to accelerate Space Biology investigations
• NASA Biological and Physical Sciences High-Quality Cell and Tissue Cultures in Microgravity
• New technology to protect astronauts from zero gravity diseases
• "Omics" technologies and end-to-end workflows for space-based platforms
• Open Science for the Next Decade of Life and Physical Sciences Research for Deep Space Exploration
• Plant and Phytopathogen Interactions in Altered Gravities: Integrated Research into the Stability of Plant-Based Crop Production Systems in Space.
• Plants as Chemical Factories Supporting Sustainable Human Exploration in Space
• Research Campaign: Artemis III
• Rodent Research in Space: A Decadal Research Campaign
• Sensory Transcriptomics: Transcriptomics as Versatile On-site Sensors During Spaceflight, Moon, and Mars Missions
• Space Biology Reference Experiment Campaigns for High Fidelity Plant Physiology
• Space Crop Production System to Enable Long Duration Human Exploration Missions Beyond Low Earth Orbit
• Space Environmental Effects on Microbial Growth and Survival
• Telemetry-based Biology for the Artemis Era and Beyond
• The Three-Body Problem of Human Factors in the Space Environment
• Twin Orbit - A Revolutionary Long-Duration Spaceflight Twins Study
• Understanding the Role of the Human Evolutionary Environment in Psychological and Performance Risks of Human Spaceflight
• Volumetric Aerogel based Concentrated fortified Protein, Vitamins, Enzymes Nutrients Inclusion Aerogel based Space Food Electromagnetic Exercises
• What to Take? When to Make? How to Break Even? Avoid Mistakes in Microbial Biomanufacturing in Support of Human Near-to-Deep-Space Exploration
• A Scientific Rationale for 3D Bio-Printing of Soft Matter in Microgravity in Deep-Space Exploration Using Electric-Field-Assisted Direct Ink Writing
• Active Particle and Active Matter Research in Space
• Active Patterning and Structure Formation – Self-limiting Assembly, Actuation, and Integration
• Anthropic Regeneration Limits and a Tight Characteristic Scale of Weak Interactions
• Considerations for Use of Low-Temperature Gas Plasmas for Mitigation of Biofilms in Microgravity Environments
• Coupling Non-Newtonian Interfacial and Bulk Flows in Reduced Gravity
• Critical Point Investigations using Complex Plasmas in a Microgravity Environment
• Designing Programmable Soft Matter Via Phase Separation and Nucleic Acid-based Nanotechnology
• Determining Properties of the Plasma Just Above the Lunar Surface
• Dust-Plasma Science Investigations and Their Relevance to Lunar Exploration
• Effects of Reduced Gravity on the Granular Fluid-solid Transition: Underexplored Forces Can Dominate Soft Matter Behaviors
• FIELD-DRIVEN EVOLUTION OF 4D COLLOIDAL MATTER IN MICROGRAVITY
• Fluid Gradients for Self-assembly: A Brief Argument for the Continued Exploration of Liquid Crystal Flows and Electrodeposition in Microgravity
• Fluids: Liquid Crystals
• Fundamental Materials Research Nucleation Investigation and Control - The Next Decade and Beyond in Space Materials and Soft Matter Research
• Grand Challenges in Soft Matter Science: Prospects for Microgravity Research
• How to Limit the Protons Impacts on the Shuttles Devices?
• Hunting for the Elusive Glassy State of Complex Plasmas
• Inorganic Crystal Growth in a Reduced Gravity Environment
• Mechanical Metamaterials, Topological Soft Matter: Allostery and Auxetics
• Mechanism for the Establishment of a National Microgravity Dusty Plasma Program
• Micro/Nanaomachines and Soft Active Matter in Zero-gravity: The Next Decade and Beyond In-Space Small Machines, Robots and Soft Active Matter Research
• NON-EQUILIBRIUM MATTER – THE NEXT DECADE AND BEYOND IN SPACE MATERIALS RESEARCH
• Opportunities for Soft Matter Research in Space
• Self-Organization, Self-Assembly, and Self-Propulsion- Laying the Foundations for Active and Adaptive Soft Matter and Hierarchical Materials
• Soft Matter - The Next Decade and Beyond in space Materials Research
• Soft Matter, Bioscience, and Biotechnology
• Soft Reconfigurable Metamaterials
• Studying Dusty Complex Plasma Under Reduced Gravity Condition COMPACT A Complex Plasma Facility for the ISS
• Superparamagnetic Dusty Plasma Experiments in Microgravity
• Suspensions, Foams, Emulsions, Colloids, and Granular Materials
• Synthetic Electrokinetically Active Colloids: A Facile and Versatile Platform for Microgravity Investigations of Collective Behavior and Interactions
• The Need for High Accuracy Dust Charge Measurements
• The Need for International and National Inter-Agency Cooperation for Support of Reduced-Gravity Research in Dusty Plasma
• TOPICAL: INSTRUMENTATION TO INVESTIGATE FIELD-DRIVEN COLLOIDAL MATTER IN MICROGRAVITY
• Using the International Space Station as a Testbed to Research 3D Printing of Foams
• Automation and Artificial Intelligence for Materials Research in Low Earth Orbit
• Development of Soft Matter Wet Lab and Analytical Capability in LEO Destination
• Grand Challenges in Soft Matter Science Campaign: Prospects for Microgravity Research
• Life based on Liquids other than Water on Freezing Water Environments like Gas Giants or Life based on Molten metal Oxides on very hot Planet
• Lunar Dust and Plasma Research Lab
• Non-Equilibrium Matter - Underpinning Transformational Advances In Materials For Applications Spanning Space Exploration To Biomedicine
• A Combined Active and Passive G-Insensitive Enhanced Micro-nucleation Rate Flow- and Pool Boiling Approach
• Additive Manufacturing of Steel on Mars and the Moon Enabled by In-Situ Resource Utilization
• Artificial Gravity on the Moon and the Formation of the Atmosphere of a Planet
• Boiling, Condensation and Two-Phase Flows in Microgravity
• Challenges and Research Needs for Micro- and Partial-Gravity Fires
• Continuous Online Measuring and Imaging of Multiphase Flows in Micro-gravity Using Non-invasive, Light Weight Capacitance Based Technology
• Cryogenic Experiments Using Simulant Fluids
• Developing Architected Materials for Controlling Fluid Flow and Interfaces
• Droplet Combustion in Microgravity
• Electrically Driven Liquid Film Flow Boiling
• Electrostatic Dust Removal From Spacesuits
• Electrostatic Dust Transport and Its Effect on Human Exploration on the Surface of the Moon
• Enabling Nucleate Boiling Heat Transfer in Low Gravity Using Novel Surfaces Enhancements
• Flame Vortex Interactions
• Fundamental and Applied Microgravity Capillary Flows, Phenomena, and Transport
• Low and Intermediate Temperature Chemistry in Cool and Warm Flames
• Manufacturing from Regolith
• Microgravity Additive Manufacturing
• Numerical Modeling of Boiling and Two Phase Flow Under Microgravity Conditions
• Permanent Low-Earth Orbit Testbed for Welding and Joining: A Path Forward for the Commercialization of Space
• Phase Change Processes for Thermal Management Systems and Science Investigations
• Predictive Capabilities for Multiphase Flows in Extreme Environments
• Properties of the Khumalon and the Future of Magnetism Including Propulsion
• Recommendations for Fire Extinguisher Research for Crewed Missions
• Research Questions and Challenges for Improved Spacecraft Fire Detection
• Saving Energy in Satellites and Detection by Cameras from the Moon
• Solid Fuel Combustion in Partial and Micro-Gravity
• Space Electric Source
• Spacecraft Materials Fire Safety
• Supercritical Water Oxidation - Microgravity Research
• Thermal Fluids Research and Development Relevant to Oscillating Heat Pipes
• THERMOPHYSICAL AND THERMOCHEMICAL PROPERTIES- THE BASIS FOR ALL ADVANCED MATERIALS RESEARCH
• To explore the Lunar Habitability through the harnessing of Lunar Energy
• Topical: Investigation of Flow Boiling and Flow Condensation Configurations to Benefit Future Space Missions
• Towards All Solid State Heat Pipes
• Tunable Surfaces and Interfaces for Radiative Control on Space Exploration Vehicles and Habitats
• Advanced Manufacturing in Space: Properties, Structure and Simulations to Pioneer New Applications
• A New NASA Flagship Facility: PRECISE Proton Radiation Environmentally Controlled Investigations for Space Exploration
• Beyond the ISS: Support for Research Campaigns on Axiom Station
• Combustion under Trans-Critical Conditions
• Cosmic Ray Harvester, Protecting Solar System Environment
• Electromagnetically Induced Simulated Artificial Gravity for Astronauts, with Proportioned Electromagnetic Clothing Wear Electromagnetic Walk Track
• Gateway Logistics Mission For Artemis IV: Opportunity For A Keystone Biological And Physical Science Mission For Next Decade And Beyond
• In-Situ, Resilient, and Sustainable Moon-to-Mars Construction
• It's all about fluids
• Kinetic, physical, and thermochemical properties of fuels for recalcitrant transportation sectors
• Night-Time Power Delivery to Lunar Outposts with a High-Power Ground-Based Laser Array
• Overcoming the Scientific Challenges of Microgravity Two-Phase Flow for the Development of Transformative Zero-Boil-Off Cryogenic Propellant Storage and Transfer
• Physical Sciences Ground-Based Research Campaign
• Renewable Energy for Spacecraft Propulsion and Operations
• Space Bioprocess Engineering on the Horizon
• The Sciences of Space Manufacturing
• Use of Nanobubbles for Enhanced Gas-Liquid Contacting in Spaceflight Environments
• A Dedicated Lunar Laboratory for Transformational Biological and Physical Sciences Investigations
• A Language Bootstrap for Space Situation Awareness and New Horizons Life by BH Photon Ring Universal Features
• A New Limit To The Core Mass in Stars With M ³ 2M
• Biological and Physical Sciences Outreach
• Comparison of Ground Based Microgravity Research Facilities
• Data Science Applications for Planetary Protection
• Development of a NASA Space Stressors Laboratory (NSSL) Leveraging Existing Resources
• Digital Transformation of Scientific Data Management to Increase Investigation Transparency, Reproducibility, and Efficiency and Data Re-use
• Disabled People: A Quarter of the Population, Yet Often Overlooked In Diversity, Equity, and Inclusion Discussions and Efforts
• Ground-based Drop Tower Incubator Program
• High Throughput Ground-Based Reduced-Gravity testing
• How to Reduce the Heating of the Earth Atmosphere?
• Investigations of Particle Emission from Spacecraft Using a Combination of New On ground and In space (CubeSat) Experiments, and Predictive Models
• Life Based on Liquids Other Than Water on Freezing Water Environments like Gas Giants Liquid NH3 or Liquid CH4 or Liquid Hydrocarbons Liquid CO2
• Linked and semantic data retrieval
• Mapping of Localized Magnetic Anomalies on the Moon Using Nanophase Iron
• Mars North Pole Water Ice Cap Mission
• Microgravity Science Database Development
• New Shuttle Technology
• Packings, Simulations, and Big Data
• Proton-beam Facilities for Biological, Materials, and Technology Research
• The Creation of the Universe through Coriolis Effect and Disc Accretion
• The Existence of God and Physics
• Making a commitment to sustainability while improving equity, diversity, inclusion, and accessibility.
• Planetary Protection Knowledge Gaps and Enabling Science for Crewed Mars Missions

Discover More Topics From NASA

James Webb Space Telescope

Perseverance Rover

Parker Solar Probe

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

• Publications
• Account settings

Preview improvements coming to the PMC website in October 2024. Learn More or Try it out now .

• Advanced Search
• Journal List
• v.25(3); 2014 Oct

How to Write a Scientific Paper: Practical Guidelines

Edgard delvin.

1 Centre de recherche, CHU Sainte-Justine

2 Département de Biochimie, Université de Montréal, Montréal, Canada

Tahir S. Pillay

3 Department of Chemical Pathology, Faculty of Health Sciences, University of Pretoria

4 Division of Chemical Pathology, University of Cape Town

5 National Health Laboratory Service, CTshwane Academic Division, Pretoria, South Africa

Anthony Newman

6 Life Sciences Department, Elsevier, Amsterdam, The Netherlands

Precise, accurate and clear writing is essential for communicating in health sciences, as publication is an important component in the university criteria for academic promotion and in obtaining funding to support research. In spite of this, the development of writing skills is a subject infrequently included in the curricula of faculties of medicine and allied health sciences. Therefore clinical investigators require tools to fill this gap. The present paper presents a brief historical background to medical publication and practical guidelines for writing scientific papers for acceptance in good journals.

INTRODUCTION

A scientific paper is the formal lasting record of a research process. It is meant to document research protocols, methods, results and conclusions derived from an initial working hypothesis. The first medical accounts date back to antiquity. Imhotep, Pharaoh of the 3 rd Dynasty, could be considered the founder of ancient Egyptian medicine as he has been credited with being the original author of what is now known as the Edwin Smith Papyrus ( Figure 1 ). The Papyrus, by giving some details on cures and anatomical observations, sets the basis of the examination, diagnosis, treatment, and prognosis of numerous diseases. Closer to the Common Era, in 460 BCE, Hippocrates wrote 70 books on medicine. In 1020, the Golden age of the Muslim Culture, Ibn Sina, known as Avicenna ( Figure 2a ), recorded the Canon of medicine that was to become the most used medical text in Europe and Middle East for almost half a millennium. This was followed in the beginning of the 12 th Century bytheextensivetreatiseofMaimonides( Figure 2b ) (Moses ben Maimon) on Greek and Middle Eastern medicine. Of interest, by the end of the 11 th Century Trotula di Ruggiero, a woman physician, wrote several influential books on women’s ailment. A number of other hallmark treatises also became more accessible, thanks to the introduction of the printing press that allowed standardization of the texts. One example is the De Humani Corporis Fabrica by Vesalius which contains hundreds of illustrations of human dissection. Thomas A Lang provides an excellent concise history of scientific publications [ 1 ]. These were the days when writing and publishing scientific or philosophical works were the privilege of the few and hence there was no or little competition and no recorded peer reviewing system. Times have however changed, and contemporary scientists have to compose with an increasingly harsh competition in attracting editors and publishers attention. As an example, the number of reports and reviews on obesity and diabetes has increased from 400 to close to 4000/year and 50 to 600/year respectively over a period of 20 years ( Figure 3 ). The present article, essentially based on TA Lang’s guide for writing a scientific paper [ 1 ], will summarize the steps involved in the process of writing a scientific report and in increasing the likelihood of its acceptance.

The Edwin Smith Papyrus (≈3000 BCE)

Avicenna and Maimonides

Annual publication load in the field of obesity and diabetes over 20 years.

Reasons for publishing are varied. One may write to achieve a post-graduate degree, to obtain funding for pursuing research or for academic promotion. While all 3 reasons are perfectly legitimate, one must ask whether they are sufficient to be considered by editors, publishers and reviewers. Why then should the scientist write? The main reason is to provide to the scientific community data based on hypotheses that are innovative and thus to advance the understanding in a specific domain. One word of caution however, is that if a set of experiments has not been done or reported, it does not mean that it should be. It may simply reflect a lack of interest in it.

DECIDING ON PUBLISHING AND TARGETING THE JOURNAL

In order to assist with the decision process, pres-ent your work orally first to colleagues in your field who may be more experienced in publishing. This step will help you in gauging whether your work is publishable and in shaping the paper.

Targeting the journal, in which you want to present your data, is also a critical step and should be done before starting to write. One hint is to look for journals that have published similar work to yours, and that aims readers most likely to be interested in your research. This will allow your article to be well read and cited. These journals are also those that you are most likely to read on a regular basis and to cite abundantly. The next step is to decide whether you submit your manuscript to a top-ranking impact factor journal or to a journal of lower prestige. Although it is tempting to test the waters, or to obtain reviewers comments, be realistic about the contribution your work provides and submit to a journal with an appropriate rank.

Do not forget that each rejection delays publication and that the basin of reviewers within your specialty is shallow. Thus repeated submission to different journals could likely result in having your work submitted for review to the same re-viewer.

DECIDING ON THE TYPE OF MANUSCRIPT

There are several types of scientific reports: observational, experimental, methodological, theoretical and review. Observational studies include 1) single-case report, 2) collective case reports on a series of patients having for example common signs and symptoms or being followed-up with similar protocols, 3) cross-sectional, 4) cohort studies, and 5) case-control studies. The latter 3 could be perceived as epidemiological studies as they may help establishing the prevalence of a condition, and identify a defined population with and without a particular condition (disease, injury, surgical complication). Experimental reports deal with research that tests a research hypothesis through an established protocol, and, in the case of health sciences, formulate plausible explanations for changes in biological systems. Methodological reports address for example advances in analytical technology, statistical methods and diagnostic approach. Theoretical reports suggest new working hypotheses and principles that have to be supported or disproved through experimental protocols. The review category can be sub-classified as narrative, systematic and meta-analytic. Narrative reviews are often broad overviews that could be biased as they are based on the personal experience of an expert relying on articles of his or her own choice. Systematic reviews and meta-analyses are based on reproducible procedures and on high quality data. Researchers systematically identify and analyze all data collected in articles that test the same working hypothesis, avoiding selection bias, and report the data in a systematic fashion. They are particularly helpful in asking important questions in the field of healthcare and are often the initial step for innovative research. Rules or guidelines in writing such report must be followed if a quality systematic review is to be published.

For clinical research trials and systematic reviews or meta-analyses, use the Consort Statement (Consolidated Standards Of Reporting Trials) and the PRISMA Statement (Preferred Reporting Items for Systematic reviews and Meta-Analyses) respectively [ 2 , 3 ]. This assures the editors and the reviewers that essential elements of the trials and of the reviews were tackled. It also speeds the peer review process. There are several other Statements that apply to epidemiological studies [ 4 ], non-randomized clinical trials [ 5 ], diagnostic test development ( 6 ) and genetic association studies ( 7 ). The Consortium of Laboratory Medicine Journal Editors has also published guidelines for reporting industry-sponsored laboratory research ( 8 ).

INITIAL STEPS IN THE PROCESS OF WRITING A SCIENTIFIC DOCUMENT

Literature review is the initial and essential step before starting your study and writing the scientific report based on it. In this process use multiple databases, multiple keyword combinations. It will allow you to track the latest development in your field and thus avoid you to find out that someone else has performed the study before you, and hence decrease the originality of your study. Do not forget that high-ranking research journals publish results of enough importance and interest to merit their publication.

Determining the authorship and the order of authorship, an ethical issue, is the second essential step, and is unfortunately often neglected. This step may avoid later conflicts as, despite existing guidelines, it remains a sensitive issue owing to personal biases and the internal politics of institutions. The International Committee of Medical Editors has adopted the following guidelines for the biomedical sciences ( 9 ).

“Authorship credit should be based only on: 1) Substantial contributions to the conception and design, or acquisition of data, or analysis and interpretation of data; 2) Drafting the article or revising it critically for important intellectual content; and 3) Final approval of the version to be published. Conditions 1, 2 and 3 must be all met. Acquisition of funding, the collections of data, or general supervision of the research group, by themselves, do not justify authorship.” ( 9 , 10 )

The order of authorship should reflect the individual contribution to the research and to the publication, from most to least ( 11 ). The first author usually carries out the lead for the project reported. However the last author is often mistakenly perceived as the senior author. This is perpetuated from the European tradition and is discouraged. As there are divergent conventions among journals, the order of authorship order may or may not reflect the individual contributions; with the exception that the first author should be the one most responsible for the work.

WRITING EFFECTIVELY

Effective writing requires that the text helps the readers 1) understand the content and the context, 2) remember what the salient points are, 3) find the information rapidly and, 4) use or apply the information given. These cardinal qualities should be adorned with the precise usage of the language, clarity of the text, inclu-siveness of the information, and conciseness. Effective writing also means that you have to focus on the potential readers’ needs. Readers in science are informed individuals who are not passive, and who will formulate their own opinion of your writing whether or not the meaning is clear. Therefore you need to know who your audience is. The following 4 questions should help you writing a reader-based text, meaning written to meet the information needs of readers [ 12 ].

What do you assume your readers already know? In other words, which terms and concepts can you use without explanation, and which do you have to define?

What do they want to know? Readers in science will read only if they think they will learn something of value.

What do they need to know? Your text must contain all the information necessary for the reader to understand it, even if you think this information id obvious to them.

What do they think they know that is not so? Correcting misconceptions can be an important function of communication, and persuading readers to change their minds can be a challenging task.

WRITING THE SCIENTIFIC PAPER

Babbs and Tacker ’ s advice to write as much of the paper before performing the research project or experimental protocol may, at first sight, seem unexpected and counterintuitive [ 13 ], but in fact it is exactly what is being done when writing a research grant application. It will allow you to define the authorship alluded to before. The following section will briefly review the structure of the different sections of a manuscript and describe their purpose.

Reading the instructions to authors of the Journal you have decided to submit your manuscript is the first important step. They provide you with the specific requirements such as the way of listing the authors, type of abstract, word, figure or table limits and citation style. The Mulford Library of University of Toledo website contains instructions to authors for over 3000 journals ( http://mulford.meduoiho.edu/instr/ ).

The general organization of an article follows the IMRAD format (Introduction, Methods, Results, and Discussion). These may however vary. For instance, in clinical research or epidemiology studies, the methods section will include details on the subjects included, and there will be a statement of the limitation of the study. Although conclusions may not always be part of the structure, we believe that it should, even in methodological reports.

The tile page provides essential information so that the editor, reviewers, and readers will identify the manuscript and the authors at a glance as well as enabling them to classify the field to which the article pertains.

The title page must contain the following:

• The tile of the article – it is an important part of the manuscript as it is the most often read and will induce the interested readers to pursue further. Therefore the title should be precise, accurate, specific and truthful;
• Each author’s given name (it may be the full name or initials) and family name;
• Each author’s affiliation;
• Some journals ask for highest academic degree;
• A running title that is usually limited to a number of characters. It must relate to the full title;
• Key words that will serve for indexing;
• For clinical studies, the trial’s registration number;
• The name of the corresponding author with full contact information.

The abstract is also an important section of your manuscript. Importantly, the abstract is the part of the article that your peers will see when consulting publication databases such as PubMed. It is the advertisement to your work and will strongly influence the editor deciding whether it will be submitted to reviewers or not. It will also help the readers decide to read the full article. Hence it has to be comprehensible on its own. Writing an abstract is challenging. You have to carefully select the content and, while being concise, assure to deliver the essence of your manuscript.

Without going into details, there are 3 types of abstracts: descriptive, informative and structured. The descriptive abstract is particularly used for theoretical, methodological or review articles. It usually consists of a single paragraph of 150 words or less. The informative abstract, the most common one, contains specific information given in the article and, are organized with an introduction (background, objectives), methods, results and discussion with or without conclusion. They usually are 150 to 250 words in length. The structured abstract is in essence an informative abstract with sections labeled with headings. They may also be longer and are limited to 250 to 300 words. Recent technology also allows for graphical or even video abstracts. The latter are interesting in the context of cell biology as they enable the investigator to illustrate ex vivo experiment results (phagocytosis process for example).

Qualities of abstracts:

• Understood without reading the full paper. Shoul dcontain no abbreviations.lf abbreviations are used, they must be defined. This however removes space for more important information;
• Contains information consistent with the full report. Conclusions in the abstract must match those given in the full report;
• Is attractive and contains information needed to decide whether to read the full report.

Introduction

The introduction has 3 main goals: to establish the need and importance of your research, to indicate how you have filled the knowledge gap in your field and to give your readers a hint of what they will learn when reading your paper. To fulfil these goals, a four-part introduction consisting of a background statement, a problem statement, an activity statement and a forecasting statement, is best suited. Poorly defined background information and problem setting are the 2 most common weaknesses encountered in introductions. They stem from the false perception that peer readers know what the issue is and why the study to solve it is necessary. Although not a strict rule, the introduction in clinical science journals should target only references needed to establish the rationale for the study and the research protocol. This differ from more basic science or cell biology journals, for which a longer and elaborate introduction may be justified because the research at hand consists of several approaches each requiring background and justification.

The 4-part introduction consists of:

• A background statement that provides the context and the approach of the research;
• A problem statement that describes the nature, scope and importance of the problem or the knowledge gap;
• An activity statement, that details the research question, sets the hypothesis and actions undertaken for the investigation;
• A forecasting statement telling the readers whattheywillfìndwhen readingyourarticle [ 14 ].

Methods section

This section may be named “Materials and Methods”, “Experimental section” or “Patients and Methods” depending upon the type of journal. Its purpose to allow your readers to provide enough information on the methods used for your research and to judge on their adequacy. Although clinical and “basic” research protocols differ, the principles involved in describing the methods share similar features. Hence, the breadth of what is being studied and how the study can be performed is common to both. What differ are the specific settings. For example, when a study is conducted on humans, you must provide, up front, assurance that it has received the approval of you Institution Ethics Review Board (IRB) and that participants have provided full and informed consent. Similarly when the study involves animals, you must affirm that you have the agreement from your Institutional Animal Care and Use Committee (IACUC). These are too often forgotten, and Journals (most of them) abiding to the rules of the Committee on Publication Ethics (COPE) and World Association of Medical Editors (WAME) will require such statement. Although journals publishing research reports in more fundamental science may not require such assurance, they do however also follow to strict ethics rules related to scientific misconduct or fraud such as data fabrication, data falsification. For clinical research papers, you have to provide information on how the participants were selected, identify the possible sources of bias and confounding factors and how they were diminished.

In terms of the measurements, you have to clearly identify the materials used as well as the suppliers with their location. You should also be unambiguous when describing the analytical method. If the method has already been published, give a brief account and refer to the original publication (not a review in which the method is mentioned without a description). If you have modified it, you have to provide a detailed account of the modifications and you have to validate its accuracy, precision and repeatability. Mention the units in which results are reported and, if necessary, include the conversion factors [mass units versus “système international” (S.I.)]. In clinical research, surrogate end-points are often used as biomarkers. Under those circumstances, you must show their validity or refer to a study that has already shown that are valid.

In cases of clinical trials, the Methods section should include the study design, the patient selection mode, interventions, type of outcomes.

Statistics are important in assuring the quality of the research project. Hence, you should consult a biostatistician at the time of devising the research protocol and not after having performed the experiments or the clinical trial.

The components of the section on statistics should include:

• The way the data will be reported (mean, median, centiles for continuous data);
• Details on participant assignments to the different groups (random allocation, consecutive entry);
• Statistical comparison tools (parametric or non parametric statistics, paired or unpaired t-tests for normally distributed data and so on);
• The statistical power calculation when determining the sample size to obtain valid and significant comparisons together with the a level;
• The statistical software package used in the analysis.

Results section

The main purpose of the results section is to report the data that were collected and their relationship. It should also provide information on the modifications that have taken place because of unforeseen events leading to a modification of the initial protocol (loss of participants, reagent substitution, loss of data).

• Report results as tables and figures whenever possible, avoid duplication in the text. The text should summarize the findings;
• Report the data with the appropriate descriptive statistics;
• Report any unanticipated events that could affect the results;
• Report a complete account of observations and explanations for missing data (patient lost).

The discussion should set your research in context, reinforce its importance and show how your results have contributed to the further understanding of the problem posed. This should appear in the concluding remarks. The following organization could be helpful.

• Briefly summarize the main results of your study in one or two paragraphs, and how they support your working hypothesis;
• Provide an interpretation of your results and show how they logically fit in an overall scheme (biological or clinical);
• Describe how your results compare with those of other investigators, explain the differences observed;
• Discuss how your results may lead to a new hypothesis and further experimentation, or how they could enhance the diagnostic procedures.
• Provide the limitations of your study and steps taken to reduce them. This could be placed in the concluding remarks.

Acknowledgements

The acknowledgements are important as they identify and thank the contributors to the study, who do not meet the criteria as co-authors. They also include the recognition of the granting agency. In this case the grant award number and source is usually included.

Declaration of competing interests

Competing interests arise when the author has more than one role that may lead to a situation where there is a conflict of interest. This is observed when the investigator has a simultaneous industrial consulting and academic position. In that case the results may not be agreeable to the industrial sponsor, who may impose a veto on publication or strongly suggest modifications to the conclusions. The investigator must clear this issue before starting the contracted research. In addition, the investigator may own shares or stock in the company whose product forms the basis of the study. Such conflicts of interest must be declared so that they are apparent to the readers.

Acknowledgments

The authors thank Thomas A Lang, for his advice in the preparation of this manuscript.

Life Science White Papers

Life Science White Papers are in-depth articles aimed to educate and inform site visitors interested in life science research. Some of these papers are derived from sources where we have existing commercial relationships. Such articles are clearly labelled as sponsored content and are only accepted when the content is deemed to add value to the core editorial ethos of News Medical.

Precision spectroscopy: Revolutionizing tissue identification in medical diagnostics

Discover how cutting-edge spectroscopic techniques are revolutionizing tissue identification in medical diagnostics.

Optimized spectroscopy for DOAS: Enhancing precision in emission monitoring

Explore the intricacies of Differential Optical Absorption Spectroscopy (DOAS) in Avantes' comprehensive guide on optimal spectrometer configurations.

Exploring the cosmos: Analyzing terrestrial and extraterrestrial rocks with laser-induced breakdown spectroscopy (LIBS)

Discover the secrets of the cosmos with our advanced spectrometers and innovative laser systems, unveiling the origins of these enigmatic rocks one spectrum at a time.

Material analysis demystified: A comparison of Raman and infrared spectroscopy

This application note delves into the distinct and complementary aspects of Raman and infrared spectroscopy for identifying unknown materials and monitoring reactions.

Transforming aluminum recycling: The role of LIBS technology in advancing a sustainable circular economy

Discover how laser-induced breakdown spectroscopy (LIBS) is enhancing aluminum recycling processes, improving efficiency, and ensuring quality in the drive towards sustainability.

Optimizing microfluidic measurements using advanced spectroscopy techniques

Microfluidics is revolutionizing multiple scientific fields, including chemistry, biology, physics, and engineering.

Unveiling the power of Raman spectroscopy in chemical identification

Explore the transformative applications of Raman spectroscopy for real-time chemical analysis.

Enhancing soil health with portable LIBS technology

This article explores the revolutionary impact of portable laser-induced breakdown spectroscopy (LIBS) technology on soil analysis.

Understanding roundup absorbance testing: Applications and benefits

This article explores Roundup absorbance testing, which measures the concentration of glyphosate, the active ingredient in Roundup Weed and Grass Killer.

Cutting-edge spectroscopy methods for protein analysis

This application note provides a high-level overview of the specific ways these spectroscopic techniques are utilized for protein analysis.

The role of optical tissue phantoms in medical imaging

Explore how optical tissue phantoms are used to simulate human tissue in medical research.

As a scientist, could I work remotely?

This article explores the challenges scientists face in adopting remote work, highlighting the need for advanced lab informatics to facilitate remote access, collaboration, and data management, ultimately enhancing productivity and innovation.

Effective lab data management: New solutions for modern research (Part 2)

This article discusses the importance of effective lab data management, highlighting the challenges and benefits of integrating systems like LIMS and ELNs to improve efficiency, data accessibility, and compliance in modern research laboratories.

Effective lab data management: Advancing scientific research (Part 1)

This article explains the importance of effective lab data management and the benefits of centralized systems for storing, analyzing, and sharing scientific data, highlighting how integrated solutions enhance research efficiency and collaboration.

eBook: Safer narcotics identification

In this eBook, safer narcotics identification is discussed,

eBook: A guide to safety and security threat detection technology

In this eBook, safety and security threat detection technology is discussed.

Fentanyl and methamphetamine scanning

Fentanyl and methamphetamine are both illicit drugs that law enforcement closely monitor. By utilizing the Thermo Scientific™ TruNarc™ analyzer in direct (point-and-shoot) mode, it becomes possible to routinely distinguish and identify these two substances.

Process Raman spectroscopy in the production of cultivated meat

In this article, we explore the advantages of employing Raman spectroscopy in the production of cultivated meat, highlighting seven key benefits.

An introduction to Raman spectroscopy with the TruScan G3 handheld Raman analyzer

This short introduction provides information about Raman spectroscopy with the TruScan G3 handheld Raman analyzer.

Transforming lab efficiency: The advantages of modern LIMS systems

This article explores how modern Laboratory Information Management Systems (LIMS) enhance data management, streamline workflows, and improve overall laboratory efficiency and collaboration.

• Trending Stories
• Latest Interviews
• Top Life Sciences Articles

Global and Local Efforts to Take Action Against Hepatitis

Lindsey Hiebert and James Amugsi

In this interview, we explore global and local efforts to combat viral hepatitis with Lindsey Hiebert, Deputy Director of the Coalition for Global Hepatitis Elimination (CGHE), and James Amugsi, a Mandela Washington Fellow and Physician Assistant at Sandema Hospital in Ghana. Together, they provide valuable insights into the challenges, successes, and the importance of partnerships in the fight against hepatitis.

Addressing Important Cardiac Biology Questions with Shotgun Top-Down Proteomics

In this interview conducted at Pittcon 2024, we spoke to Professor John Yates about capturing cardiomyocyte cell-to-cell heterogeneity via shotgun top-down proteomics.

A Discussion with Hologic’s Tim Simpson on the Future of Cervical Cancer Screening

Tim Simpson

Hologic’s Tim Simpson Discusses the Future of Cervical Cancer Screening.

Latest Life Science News

Your AI Powered Scientific Assistant

Hi, I'm Azthena, you can trust me to find commercial scientific answers from News-Medical.net.

A few things you need to know before we start. Please read and accept to continue.

• Use of “Azthena” is subject to the terms and conditions of use as set out by OpenAI .
• Content provided on any AZoNetwork sites are subject to the site Terms & Conditions and Privacy Policy .
• Large Language Models can make mistakes. Consider checking important information.

Great. Ask your question.

Azthena may occasionally provide inaccurate responses. Read the full terms .

While we only use edited and approved content for Azthena answers, it may on occasions provide incorrect responses. Please confirm any data provided with the related suppliers or authors. We do not provide medical advice, if you search for medical information you must always consult a medical professional before acting on any information provided.

Your questions, but not your email details will be shared with OpenAI and retained for 30 days in accordance with their privacy principles.

Please do not ask questions that use sensitive or confidential information.

Read the full Terms & Conditions .

Provide Feedback

• Search Search
• CN (Chinese)
• DE (German)
• ES (Spanish)
• FR (Français)
• JP (Japanese)
• Open science
• Booksellers
• Peer Reviewers
• Springer Nature Group ↗
• Fundamentals of open research
• Gold or Green routes to open research
• Benefits of open research
• Open research timeline
• Whitepapers
• About overview
• Journal pricing FAQs
• Publishing an OA book
• Journals & books overview
• OA article funding
• Article OA funding and policy guidance
• OA book funding
• Book OA funding and policy guidance
• Funding & support overview
• Open access agreements
• Springer Nature journal policies
• APC waivers and discounts
• Springer Nature book policies
• Publication policies overview

Encouraging data sharing

We believe that data should be open, accessible and reusable. Data sharing helps speed up the pace of discovery and its benefits to society.

As a proactive partner to the research community, Springer Nature is pioneering new approaches to data sharing and open data. We’re committed to supporting researchers in sharing their data, helping to make data sharing the new normal.

Questions about open data?

Please contact us.

How can we support you?

Data policies.

Find out more about our data policies. These reduce the complexity of data availability requirements to four simple types.

For institutions and funders

We can help your institution increase data sharing and meet funder data sharing requirements. Learn more about how we can work together to support your institutional aims.

Research Data community

Be part of the research data conversation. You'll find blog posts from experts, discussion threads and research data resources.

Research Data helpdesk

Get free advice from our expert team on how and where to share your research data, according to your specific research community.

Featured white papers and reports

We monitor data sharing attitudes and behaviours, building evidence and advocating for good data practice. Discover our latest white papers and reports:

White paper: The Future of FAIR . With a wide range of opinions and commentary, this white paper looks at the real-world impact of FAIR, and considers what will be next for research data and open science.

White paper: Practical challenges for researchers in data sharing.  Based on a survey of 7,700 researchers, this whitepaper looks at data sharing attitudes globally, and discusses the challenges that researchers face in sharing their data.

White paper: Five Essential Factors for Data Sharing.  This whitepaper proposes and discusses key ways to improve on research data sharing practices.

Report: The State of Open Data.  In partnership with Digital Science, this report examines attitudes and experiences of researchers working with open data – sharing it, reusing it, and redistributing it. 

White paper: Challenges and Opportunities for Data Sharing in Japan.  A novel, quantitative and qualitative perspective on open science in Japan in 2018.

White paper: Challenges and Opportunities for Data Sharing in China . This report summarises the findings of a survey with more than 2,000 researchers, looking at the challenges and opportunities for data sharing in China.

Why openly share research data?

Community involvement

We work with the scientific community in a variety of ways to improve data management and publication. We also support a number of education and best practice initiatives.

• We support a number of education and best practice initiatives. These include: Research Symbiont Awards ; International Digital Curation Conference ; Love Data Week; Researcher to Reader ; Research Data Alliance ; CODATA conference .
• Our free Better Science Through Better Data conference and Better Research Through Better Data series support researchers in understanding the benefits, challenges and practicalities of managing and publishing research data.

Data publishing

Through data publishing, we aim to make scientific data more reusable, discoverable, interpretable, and citable..

We facilitate data publishing in open access journals Scientific Data and BMC Research Notes; through Registered Reports in BMC journals; and pilot projects on data citation and data badges.

Springer Nature’s flagship open data journal, Scientific Data , offers authors the opportunity to describe and share their research data with a wide audience. 

BMC Research Notes publishes dark data - single observations, short null results, orphan data and confirmatory results. The ‘data note’ article type offers authors a peer-reviewed, citeable summary of their data.

Our Research Data Helpdesk helps authors and editors find out how best to deal with their data and understand funder and institute mandates. With journal-level Research Data Policies , we ensure that the data at the heart of scholarly research are appropriately archived and, where possible, widely accessible.

Stay up to date

Here to foster information exchange with the library community

Connect with us on LinkedIn and stay up to date with news and development.

• Tools & Services
• Account Development
• Sales and account contacts
• Professional
• Press office
• Locations & Contact

We are a world leading research, educational and professional publisher. Visit our main website for more information.

• © 2024 Springer Nature
• General terms and conditions
• Your US State Privacy Rights
• Your Privacy Choices / Manage Cookies
• Accessibility
• Legal notice
• Help us to improve this site, send feedback.

Thank you for visiting nature.com. You are using a browser version with limited support for CSS. To obtain the best experience, we recommend you use a more up to date browser (or turn off compatibility mode in Internet Explorer). In the meantime, to ensure continued support, we are displaying the site without styles and JavaScript.

• View all journals
• Explore content
• About the journal
• Publish with us
• Sign up for alerts
• CAREER FEATURE
• 28 February 2018
• Correction 16 March 2018

How to write a first-class paper

• Virginia Gewin 0

Virginia Gewin is a freelance writer in Portland, Oregon.

You can also search for this author in PubMed   Google Scholar

You have full access to this article via your institution.

Illustration adapted from Aron Vellekoop Leon/Getty

Manuscripts may have a rigidly defined structure, but there’s still room to tell a compelling story — one that clearly communicates the science and is a pleasure to read. Scientist-authors and editors debate the importance and meaning of creativity and offer tips on how to write a top paper.

Keep your message clear

Angel Borja, marine scientist at AZTI-Tecnalia, a producer of sustainable business services and goods, Pasaia, Spain; journal editor; author of a series on preparing a manuscript .

Think about the message you want to give to readers. If that is not clear, misinterpretations may arise later. And a clear message is even more important when there is a multidisciplinary group of authors, which is increasingly common. I encourage groups to sit together in person and seek consensus — not only in the main message, but also in the selection of data, the visual presentation and the information necessary to transmit a strong message.

The most important information should be in the main text. To avoid distraction, writers should put additional data in the supplementary material.

Countless manuscripts are rejected because the discussion section is so weak that it’s obvious the writer does not clearly understand the existing literature. Writers should put their results into a global context to demonstrate what makes those results significant or original.

There is a narrow line between speculation and evidence-based conclusions. A writer can speculate in the discussion — but not too much. When the discussion is all speculation, it’s no good because it is not rooted in the author’s experience. In the conclusion, include a one- or two-sentence statement on the research you plan to do in the future and on what else needs to be explored.

Create a logical framework

Brett Mensh, scientific adviser, Howard Hughes Medical Institute, Janelia Research Campus, Ashburn, Virginia; consultant, science communications.

Structure is paramount. If you don’t get the structure right, you have no hope.

I co-wrote a paper ( B. Mensh and K. Kording PLoS Comput. Biol. http://doi.org/ckqp; 2017 ) that lays out structural details for using a context–content–conclusion scheme to build a core concept. It is one of the most highly tweeted papers so far. In each paragraph, the first sentence defines the context, the body contains the new idea and the final sentence offers a conclusion. For the whole paper, the introduction sets the context, the results present the content and the discussion brings home the conclusion.

It’s crucial to focus your paper on a single key message, which you communicate in the title. Everything in the paper should logically and structurally support that idea. It can be a delight to creatively bend the rules, but you need to know them first.

You have to guide the naive reader to the point at which they are ready to absorb what you did. As a writer, you need to detail the problem. I won’t know why I should care about your experiment until you tell me why I should.

State your case with confidence

Dallas Murphy, book author, New York City; instructor, writing workshops for scientists in Germany, Norway and the United States.

Clarity is the sole obligation of the science writer, yet I find constantly that the ‘What’s new’ element is buried. Answering one central question — What did you do? — is the key to finding the structure of a piece. Every section of the manuscript needs to support that one fundamental idea.

There is a German concept known as the ‘red thread’ , which is the straight line that the audience follows from the introduction to the conclusion. In science, ‘What’s new and compelling?’ is the red thread. It’s the whole reason for writing the paper. Then, once that’s established, the paragraphs that follow become the units of logic that comprise the red thread.

Scientific authors are often scared to make confident statements with muscularity. The result is turgid or obfuscatory writing that sounds defensive, with too many caveats and long lists — as if the authors are writing to fend off criticism that hasn’t been made yet. When they write for a journal gatekeeper rather than for a human being, the result is muddy prose.

Examples such as this are not uncommon: “Though not inclusive, this paper provides a useful review of the well-known methods of physical oceanography using as examples various research that illustrates the methodological challenges that give rise to successful solutions to the difficulties inherent in oceanographic research.” Why not this instead: “We review methods of oceanographic research with examples that reveal specific challenges and solutions”?

And if the prose muddies the science, the writer has not only failed to convey their idea, but they’ve also made the reader work so hard that they have alienated him or her. The reader’s job is to pay attention and remember what they read. The writer’s job is to make those two things easy to do. I encourage scientists to read outside their field to better appreciate the craft and principles of writing.

Beware the curse of ‘zombie nouns’

Zoe Doubleday, ecologist, University of Adelaide, Australia; co-author of a paper on embracing creativity and writing accessible prose in scientific publications.

Always think of your busy, tired reader when you write your paper — and try to deliver a paper that you would enjoy reading yourself.

Why does scientific writing have to be stodgy, dry and abstract? Humans are story-telling animals. If we don’t engage that aspect of ourselves, it’s hard to absorb the meaning of what we’re reading. Scientific writing should be factual, concise and evidence-based, but that doesn’t mean it can’t also be creative — told in a voice that is original — and engaging ( Z. A. Doubleday et al. Trends Ecol. Evol. 32, 803–805; 2017 ). If science isn’t read, it doesn’t exist.

One of the principal problems with writing a manuscript is that your individual voice is stamped out. Writers can be stigmatized by mentors, manuscript reviewers or journal editors if they use their own voice. Students tell me they are inspired to write, but worry that their adviser won’t be supportive of creativity. It is a concern. We need to take a fresh look at the ‘official style’ — the dry, technical language that hasn’t evolved in decades.

Author Helen Sword coined the phrase ‘zombie nouns’ to describe terms such as ‘implementation’ or ‘application’ that suck the lifeblood out of active verbs. We should engage readers’ emotions and avoid formal, impersonal language. Still, there’s a balance. Don’t sensationalize the science. Once the paper has a clear message, I suggest that writers try some vivid language to help to tell the story. For example, I got some pushback on the title of one of my recent papers: ‘ Eight habitats, 38 threats, and 55 experts: Assessing ecological risk in a multi-use marine region ’. But, ultimately, the editors let me keep it. There’s probably less resistance out there than people might think.

Recently, after hearing me speak on this topic, a colleague mentioned that she had just rejected a review paper because she felt the style was too non-scientific. She admitted that she felt she had made the wrong decision and would try to reverse it.

Prune that purple prose

Peter Gorsuch, managing editor, Nature Research Editing Service, London; former plant biologist.

Writers must be careful about ‘creativity’. It sounds good, but the purpose of a scientific paper is to convey information. That’s it. Flourishes can be distracting. Figurative language can also bamboozle a non-native English speaker. My advice is to make the writing only as complex as it needs to be.

That said, there are any number of ways of writing a paper that are far from effective. One of the most important is omitting crucial information from the methods section. It’s easy to do, especially in a complicated study, but missing information can make it difficult, if not impossible, to reproduce the study. That can mean the research is a dead end.

It’s also important that the paper’s claims are consistent with collected evidence. At the same time, authors should avoid being over-confident in their conclusions.

Editors and peer reviewers are looking for interesting results that are useful to the field. Without those, a paper might be rejected. Unfortunately, authors tend to struggle with the discussion section. They need to explain why the findings are interesting and how they affect a wider understanding of the topic. Authors should also reassess the existing literature and consider whether their findings open the door for future work. And, in making clear how robust their findings are, they must convince readers that they’ve considered alternative explanations.

Aim for a wide audience

Stacy Konkiel, director of research and education at Altmetric, London, which scores research papers on the basis of their level of digital attention.

There have been no in-depth studies linking the quality of writing to a paper’s impact, but a recent one ( N. Di Girolamo and R. M. Reynders J. Clin. Epidemiol. 85, 32–36; 2017 ) shows that articles with clear, succinct, declarative titles are more likely to get picked up by social media or the popular press.

Those findings tie in with my experience. My biggest piece of advice is to get to the point. Authors spend a lot of time setting up long-winded arguments to knock down possible objections before they actually state their case. Make your point clearly and concisely — if possible in non-specialist language, so that readers from other fields can quickly make sense of it.

If you write in a way that is accessible to non-specialists, you are not only opening yourself up to citations by experts in other fields, but you are also making your writing available to laypeople, which is especially important in the biomedical fields. My Altmetric colleague Amy Rees notes that she sees a trend towards academics being more deliberate and thoughtful in how they disseminate their work. For example, we see more scientists writing lay summaries in publications such as The Conversation , a media outlet through which academics share news and opinions.

Nature 555 , 129-130 (2018)

doi: https://doi.org/10.1038/d41586-018-02404-4

Interviews have been edited for clarity and length.

Updates & Corrections

Correction 16 March 2018 : This article should have made clear that Altmetric is part of Digital Science, a company owned by Holtzbrinck Publishing Group, which is also the majority shareholder in Nature’s publisher, Springer Nature. Nature Research Editing Services is also owned by Springer Nature.

Related Articles

How to harness AI’s potential in research — responsibly and ethically

Career Feature 23 AUG 24

Partners in drug discovery: how to collaborate with non-governmental organizations

Time to refocus for South Korean science

Nature Index 21 AUG 24

No more hunting for replication studies: crowdsourced database makes them easy to find

Nature Index 27 AUG 24

AI firms must play fair when they use academic data in training

Editorial 27 AUG 24

South Korean science on the global stage

Lecturer/Senior Lecturer at the Dyson School of Design Engineering

About the role: Do you want to change the world for the better, and do you believe this can be done through research and education? If so, grab you...

South Kensington, London (Greater) (GB)

Imperial College London (ICL)

Faculty Positions in Westlake University

Founded in 2018, Westlake University is a new type of non-profit research-oriented university in Hangzhou, China, supported by public a...

Hangzhou, Zhejiang, China

Westlake University

Call for Global Talents, Recruitment Information of Nankai University

Nankai University welcomes global outstanding talents to join for common development.

Tianjin, China

Nankai University

Director for Signature Research Programme in Cancer and Stem Cell Biology, DukeNUS Medical School &

The successful candidate will demonstrate their ability of growing, leading and mentoring faculty as well as developing and operationalising strategy.

Singapore (SG)

DukeNUS Medical School

Scientist / Postdoc (m/f/d): Analysis of Microscopic BIOMedical Images (AMBIOM)

A new project area in the institute is the development of artificial intelligence (AI)

Dortmund, Nordrhein-Westfalen (DE)

Leibniz-Institut für Analytische Wissenschaften – ISAS – e.V.

Sign up for the Nature Briefing newsletter — what matters in science, free to your inbox daily.

Quick links

• Explore articles by subject
• Guide to authors
• Editorial policies

The SciSpacE White Papers

The science community’s recommendations on future research focus areas: a key input to the definition of the Terrae Novae research strategy

The SciSpacE white papers represents the scientific communities aspirations for research that could be potentially addressed in the Terrae Novae in the coming decade. As such they provide a reference for definition of priorities for community-driven research taking advantage of the platforms and opportunities in the programme. This provides an important input to the overall ESA's Human and Robotic Exploration Terrae Novae research strategy which will be elaborated in the course of 2022, aiming to balance the needs of community driven research alongside applied research needed to enable the exploration missions within envelope of the programme capabilities and constraints.

Background and process

The European Exploration Envelope Programme (E3P) was created in 2016 as a comprehensive programme of human and robotic exploration missions and activities in Low Earth Orbit, the Moon and Mars. The initial phase of E3P focussed on continuing research activities and operations in Low Earth Orbit, development of robotic exploration missions and preparations for future human exploration beyond Low Earth Orbit. In the coming decade the programme will include significant contributions to international human and robotic exploration missions around and on the Moon, ambitious robotic Mars missions as well as ground and flight-based preparation for future human exploration of Mars. To reflect Europe’s space exploration ambitions, E3P is now named Terrae Novae , literally new worlds with Low Earth Orbit, Moon and Mars as the programme's destinations.

The evolution of the Terrae Novae programme provides new opportunities for basic and applied scientific research as well as research to increase capabilities for future exploration missions and mitigate risk. The overall Terrae Novae research strategy is being developed to integrate and balance the needs and interests of the programme stakeholders.

The scientific research community recommendations on scientific goals and focus areas across a broad range of relevant life and physical research domains which can be addressed are a key input into the overall Terrae Novae research strategy. At the initiation of the E3P programme, a broad user community consultation was conducted in 2015-2016. The recommendations and perspectives of the research community were elaborated in a set of white papers (at the time called roadmaps) published at the beginning of the first E3P programme period in 2016. Terrae Novae will provide a broader range of opportunities and platforms, expanding the research topics which can be addressed. A new research community consultation was initiated in 2020 to take into account new opportunities for research and the scientific progress made in the programme.

The original 2016 roadmap was used as the starting point for the consultation, which also took into account the anticipated conditions of Terrae Novae up to 2030. To ensure a broad consultation of the scientific community, Call for Ideas (CFI) in the main discipline areas (Physics, Biology and Human Research) were issued followed by workshops where applicable. Subsequently, working groups consisting of representatives from the research community were established for the main thematic research areas. These working groups elaborated recommendations for focus areas for future research in the various disciplines, coordinating with the broader community for inputs, comments and review. In addition, the research community identified a number of new topic areas which had not previously been a significant element of the SciSpacE programme but which could be addressed on the new platforms and missions in future programme periods. Therefore, working groups for these new topic areas were also formed. Over 300 scientists directly contributed to this process, with many coordinating further with scientists in their research communities. The outputs from this effort are a set of 16 white papers reflecting a large cross section of the scientific communities interests and recommendations on focus areas across a broad range of disciplines which could be addressed within the capabilities of the Terrae Novae programme.

As a final validation of the content of the white papers, a public consultation on the drafts was held in February 2021, using the ESA Open Space Innovation Platform (OSIP) where comments on the papers could be submitted. Finally, the ESA science advisory committee’s HESAC , PSWG, LSWG reviewed and commented on the draft white papers, in particular in relation to the overall goals of ESA, the agency’s programmes and the broader research landscape.

White Papers

Terrae Novae provides a broad portfolio of research platforms and opportunities, which is reflected in the SciSpacE white papers which cover wide range of life and physical science disciplines. In many cases the focus areas address fundamental research questions, as well as enabling exploration and addressing terrestrial applications.

An important aspect of SciSpacE is the often multidisciplinary nature of the research. This is reflected in many of the white papers where cross links to research topics in other white papers are noted. An overview summary of potential cross links between research topics are also provided and it is hoped that this will encourage further discussion and collaboration between the different research disciplines.

The individual white papers covering the  physical sciences, biology, human research and radiation can be found through the links below. To provide a concise overview an executive summary is also provided for each paper, as well as overview of cross links between them.

Links to the white papers:

Physical sciences.

Executive Summaries

Fundamental Physics

Astrophysics

Planetary Science

Soft-Matter-Biophysics

Two-phase Heat and Mass Transfer

Materials Science

Earth Observation

Applied Space sciences

Space Analogue Environments

Astrobiology

Bioregenerative Life Support

Human Research

Human Physiology

Behavioural Health and Performance

Pharmacological Countermeasures

Integrative Countermeasures Approach

Radiation Executive Summary

Cross links

White Papers cross-linking overview

White Papers Crosslinks (Excel sheet)

Thank you for liking

You have already liked this page, you can only like it once!

Research Methods at SCS

• Basic Strategies
• Literature Reviews & Annotated Bibliographies
• Qualitative & Quantitative Methods
• Case Studies, Interviews & Focus Groups

Introduction to White Papers

Elements of a white paper.

Common Types of White Papers

Length: White papers can be from 4 to 24 (or more) pages long. They are most often around 10 pages. 

Tone: Most white papers take an authoritative tone. Some contain a marketing “spin” to boost a certain service, trend, product, or technology. 

*Adapted from Gordon, M. & Graham, G. (2003). The art of the white paper. Retrieved from:  http://www.gordonandgordon.com

• << Previous: Surveys
• Last Updated: Jan 26, 2024 10:52 AM
• URL: https://guides.library.georgetown.edu/research

• Skip to Guides Search
• Skip to breadcrumb
• Skip to main content
• Skip to footer
• Skip to chat link
• Report accessibility issues and get help
• Go to Penn Libraries Home
• Go to Franklin catalog

CWP: Craft of Prose: Researching the White Paper

• Getting started
• News and Opinion Sites
• Academic Sources
• Grey Literature
• Substantive News Sources
• What to Do When You Are Stuck
• Understanding a citation
• Examples of Quotation
• Examples of Paraphrase
• Chicago Manual of Style: Citing Images
• Researching the Op-Ed
• Researching Prospective Employers
• Resume Resources
• Cover Letter Resources

Research the White Paper

Researching the white paper:.

The process of researching and composing a white paper shares some similarities with the kind of research and writing one does for a high school or college research paper. What’s important for writers of white papers to grasp, however, is how much this genre differs from a research paper.  First, the author of a white paper already recognizes that there is a problem to be solved, a decision to be made, and the job of the author is to provide readers with substantive information to help them make some kind of decision--which may include a decision to do more research because major gaps remain. 

Thus, a white paper author would not “brainstorm” a topic. Instead, the white paper author would get busy figuring out how the problem is defined by those who are experiencing it as a problem. Typically that research begins in popular culture--social media, surveys, interviews, newspapers. Once the author has a handle on how the problem is being defined and experienced, its history and its impact, what people in the trenches believe might be the best or worst ways of addressing it, the author then will turn to academic scholarship as well as “grey” literature (more about that later).  Unlike a school research paper, the author does not set out to argue for or against a particular position, and then devote the majority of effort to finding sources to support the selected position.  Instead, the author sets out in good faith to do as much fact-finding as possible, and thus research is likely to present multiple, conflicting, and overlapping perspectives. When people research out of a genuine desire to understand and solve a problem, they listen to every source that may offer helpful information. They will thus have to do much more analysis, synthesis, and sorting of that information, which will often not fall neatly into a “pro” or “con” camp:  Solution A may, for example, solve one part of the problem but exacerbate another part of the problem. Solution C may sound like what everyone wants, but what if it’s built on a set of data that have been criticized by another reliable source?  And so it goes. 

For example, if you are trying to write a white paper on the opioid crisis, you may focus on the value of  providing free, sterilized needles--which do indeed reduce disease, and also provide an opportunity for the health care provider distributing them to offer addiction treatment to the user. However, the free needles are sometimes discarded on the ground, posing a danger to others; or they may be shared; or they may encourage more drug usage. All of those things can be true at once; a reader will want to know about all of these considerations in order to make an informed decision. That is the challenging job of the white paper author.     
 The research you do for your white paper will require that you identify a specific problem, seek popular culture sources to help define the problem, its history, its significance and impact for people affected by it.  You will then delve into academic and grey literature to learn about the way scholars and others with professional expertise answer these same questions. In this way, you will create creating a layered, complex portrait that provides readers with a substantive exploration useful for deliberating and decision-making. You will also likely need to find or create images, including tables, figures, illustrations or photographs, and you will document all of your sources. 

Latin American Studies Librarian

Connect to a Librarian Live Chat or "Ask a Question"

• Librarians staff live chat from 9-5 Monday through Friday . You can also text to chat: 215-543-7674
• You can submit a question 24 hours a day and we aim to respond within 24 hours 
• You can click the "Schedule Appointment" button above in librarian's profile box (to the left), to schedule a consultation with her in person or by video conference.  
• You can also make an appointment with a  Librarian by subject specialization . 
• Connect by email with a subject librarian

Find more easy contacts at our Quick Start Guide

• Next: Getting started >>
• Last Updated: Aug 26, 2024 1:21 PM
• URL: https://guides.library.upenn.edu/c.php?g=1419866

How to Write and Format a White Paper: The Definitive Guide

Table of Contents

What is a white paper, use and value, how to select a white paper topic:, white paper preparation, white paper format, final thoughts.

You’re ready to compile and share your company’s deep knowledge of your industry. A white paper seems like the perfect format. It’s a useful product that highlights your company’s expertise and a valuable marketing tool.

But how do you transform your knowledge into white paper content?

White papers are similar but distinct from business reports . In order to write a successful one, you need to understand the difference and include key elements. This article will help you decide if a white paper is right for you and how to prepare and produce one.

To write a white paper, thoroughly research a topic and propose a comprehensive solution in a well-structured, factual, and persuasive document.

A white paper should include: 1. Title (accurate but enticing) 2. Abstract (including the Problem Statement) 3. Background (may be detailed and technical or broad and high-level, depending on audience) 4. Solution (the ‘ta-da’ moment of the white paper) 5. Conclusion (the summary of findings) 6. References (using the correct industry format)

A white paper is an authoritative document intended to fully inform the reader about a particular topic. It combines expert knowledge and research into a document that argues for a specific solution or recommendation.

The white paper allows the reader to understand an issue, solve a problem, or make a decision.

White papers are data-centric, text-heavy business documents. Due to a large amount of data and research, white papers are deep reads and tend to have a formal tone.

Businesses write white papers both to record expertise and to market themselves to prospective customers.

White papers are generally written for an audience outside of the business. Therefore, they are a tool to attract readers to the company by offering top-quality industry knowledge.

However, a white paper is not a sales pitch. It sells the company by highlighting the internal expertise and valuable recommendations, not by bidding for business.

Sales Pitch: 8 Ways ABC Marketing will save money on your social media budget

White paper: Social Media Advertising: Matching marketing needs and platforms

Write an actual white paper with individual instructor guidance.

Our Report Writing Course includes written and live instructor feedback.

Choosing the right topic is essential to have your white paper read. There are three major factors:

1. Audience

As with any business writing, your audience is your first consideration. The white paper must be written with a target reader in mind. The audience may be long-time customers familiar with the industry or new prospective buyers who are entirely new to the field.

Reflect on the reader’s pain points or major questions. Within these topics, look for ones that have not been fully investigated or the available information is out-of-date.

2. Expertise

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

The entire document should provide a complete investigation, including external research and internal knowledge. The business’s own know-how informs the content that is included and how it is compiled.

3. Problem-based and solution-focused

White papers should identify and address a particular problem. The problem should be relevant and timely in your field. The document may focus on issues such as common dilemmas, new trends, changing techniques, and industry comparison.

The white paper must have a proposed solution or recommendation to answer the problem. This solution is based on thoroughly examining the problem and potential solutions.

The selected topic must be thoroughly researched. Information should be pulled from online references, industry resources, and internal documents. White papers are data-focused, so they should be supported by significant research.

There’s no hard and fast rule on citations, but you need to cite any information that is not public knowledge and that you didn’t know before beginning your research. However, understand that the reader’s confidence will likely increase with an increasing number of cited references.

Of course, all resources must come from authoritative sites. To write a valuable document, all research materials must be from credible, reliable sources.

Read other white papers

Are there white papers covering your topic or area already? Read them to determine the knowledge gaps and the opportunities to build on existing content. This review will also ensure that your white paper is novel instead of redundant.

Use a mind-map

It can be overwhelming to keep track of the many sources, ideas, and content involved in preparing a white paper. A helpful organizational tool is the mind map. A mind map lets the writer catalog and connect the many pieces into one visual overview.

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

FreeMind is another alternative, but some organizations don't allow it to be used since it must be downloaded.

Don't forget visual elements

When designing a white paper, the written content is most important. However, taking the time to create an aesthetically pleasing design cannot be ignored. It should be remembered that the visuals used can greatly contribute to the overall impact of your white paper. Using visual elements such as images, animations, videos, charts, and graphs that reinforce and illustrate arguments can greatly increase clarity for the reader while making key points stand out.

White papers generally follow a standard document format. The content order may seem similar to other business reports, but there is one major difference:

A white paper places the conclusion at the end.

Many business communications, such as technical reports or proposals, include the main conclusion at the beginning of the document. This order responds to the reader's desires and preference for receiving the information.

In a white paper, the content and research inform the reader and increase their understanding of the problem throughout the document. The final section provides the ‘ta-da!’ moment when the reader receives the solution, which is supported by the evidence in the document.

The reader’s journey and preferences in a white paper and business report differ, and the major findings follow suit.

If you’re unsure of these distinctions or want to improve your business writing skills, consider enrolling in our online self-paced Technical Report Writing Course (see all of our courses here ).

And, no matter the journey, the document must be easy to understand and include informative headings for easy navigation.

Choose an accurate title

A good title is essential. It should clearly indicate what the reader will learn from the white paper and be enticing.

Bland title example: White paper on Law 123.4 Referencing Environmental Impact Assessments.

Enticing title example: The Rules are Changing: White Paper on the Environmental Impact Assessment Legislation Proposals in 2018

The phrase ‘white paper’ does not necessarily need to be in the title. Some audiences are seeking that authoritative indicator, while others may be scared off from valuable content because of the term. As always, think of what your audience would prefer.

The abstract offers a brief overview of the white paper’s main points. It allows the reader to ensure they have found a document relevant to their needs. After reading, the reader should be able to know if they are ‘in the right place.’

Problem statement

The problem statement specifies the issue the white paper will address. It needs to be defined and placed in a context to ensure the reader understands it.

This section provides the background information required for the audience to grasp the problem and, ultimately, the solution. The content may be detailed and technical or broad and high-level. The content depends on the reader and the problem.

The methods should be communicated if original research is completed for the white paper.

The ‘ta-da’ moment of the white paper.

The solution is now presented based on the preceding information. It is developed and argued for using the evidence gathered and the expertise of the author and their company.

This section summarizes the white paper’s major findings. Recommendations based on the solution are provided.

This section must include all sources used to develop the white paper. Citing sources adds validity to the document and gives the reader content for further research. Depending on your industry, follow MLA or APA citation formats. 

Write any complex document and get feedback on your actual business writing.

Writing a good white paper is not a simple task. However, investing time and skill can produce a valuable document that shares your company’s knowledge, contributing to overall education and progress in your industry. A good white paper also increases business opportunities.

As you develop an informational document such as a white paper, it's helpful to strengthen your writing process with our Report Writing Course . 

Related Articles

How to improve your business english writing skills, how to collaboratively write a business report with colleagues, how to write a business email, get notified of new articles.

• Business Writing Skills (56)
• Business Grammar (52)
• Technical Writing (32)
• Business Writing Resources (25)
• Business Email Writing (16)
• Business Proposals (10)
• Business Writing Training (10)
• Business Report Writing (7)
• Business Proofreading (4)
• Sales Writing (3)
• Executive Summary Writing (2)
• Customer Support Writing (1)
• Bailey Lang (1)
• Elisabeth O'Quinn (13)
• Grace Cuddy (5)
• Haley Larsen (3)
• Kara Latz (9)
• Katie Almeida Spencer (31)
• Malcolm Stiefel (1)
• Mary Cullen (133)
• Samantha Taylor (6)
• Terrance Collins (1)
• Tom DuPuis (9)

• Marketing and customer experience

white paper

• Nick Barney, Technology Writer

What is a white paper?

A white paper is an authoritative, research-based document that presents information, expert analysis and an organization or author's insight into a topic or solution to a problem. Companies or vendors use these papers in business-to-business ( B2B ) marketing models as part of a content marketing strategy. In these contexts, white papers are written to persuade clients, stakeholders, customers and prospective customers to purchase a product or service offered by the organization. They're also used to establish an organization's authority and thought leadership in a field.

White papers are more technical and in-depth than other types of content, such as blogs and case studies. They use research, statistics, expert opinions and original analysis to promote a product, service or methodology. These products and services are often referred to as solutions by technology vendors, as they are claimed to solve a client's particular issue.

White papers can be effective tools at multiple stages of the sales funnel . They generate sales leads at the top of the funnel, and they're good for nurturing leads already inside it. For instance, a company's blog post may include a call to action linking to a white paper to get a potential customer to make a purchase or to continue fostering a strong customer experience ( CX ).

Other organizations, such as research institutes, universities, nonprofit groups and government agencies, use white papers to present findings and guidance, and to propose policies and initiative. The term white paper most likely arose in England in the 19th century to distinguish shorter government reports from lengthy ones known as blue books .

Key characteristics of a white paper

White papers in business and technology are characterized by their extensive length and in-depth technical information. The following key characteristics are common in white papers:

• They have an authoritative and objective style that differentiates them from sales pitches and promotional content.
• They're written for a well-defined target audience with CX in mind.
• They're used before a sale for lead generation.
• They're generally at least 2,500 words long.
• They present educational information and facts before offering an expert analysis and proposed solution.
• They include references, citations and footnotes.
• They cite case studies and data, and use data visualization design elements, such as graphs and infographics to support analysis.
• They include numbered lists and bullet points with headings such as "10 Things You Need to Know."
• They use a narrative structure that feels like a factual story about an industry problem and its solution.
• They end with a call to action.

Main purpose of a white paper

Sales and content marketing professionals frequently create and use white papers. Information technology and other companies with complicated products tend to rely on white papers to explain in detail the benefits of their offerings and how they work.

White papers provide these other benefits that make them ideal sales and marketing tools:

• Build trust. White papers speak to readers with authority, using an educational approach, expert analyses and data-backed research.
• Generate leads. They offer valuable insights and data to potential customers who then look to the brand for more of this input.
• Nurture leads. When offered as free content, white papers help educate potential customers about a brand and its offerings.
• Propose solutions. They're a platform for companies to make the case for how their product and services solve specific issues. They let government agencies and nonprofit organizations propose new policies.
• Create brand visibility. White papers build brand awareness both for startups and established companies.
• Increase sales. White papers inform customers and potential customers, and move them closer to buying decisions.

Types of white papers

There are several types of white papers, including the following:

Problem-solution. This is a standard type of white paper that identifies a particular problem of the target audience and proposes a data-driven solution.

Thought leadership. These white papers are written to make an organization appear authoritative and visionary. Thought leadership white papers focus on a current issue or debate, explaining it in a way that informs the audience.

Backgrounder. These papers provide the technical evaluations, key takeaways and promotions of an organization's product or service.

Numbered lists. These are structured with headings and bullet points that highlight the key features of a product or service. For example, a white paper on load balancing , might be "3 Things You Need to Know About Load Balancers."

Technical paper. These white papers provide in-depth technical analyses of a product, service or technology. They are informational documents, written for people who use the product, service or technology on a daily basis.

Market research. The market research white paper is based on new or relevant original research findings that an organization thinks its customers and potential customers should be aware of. It's intended to educate readers about a specific subject matter and demonstrate authority.

Visionary. Visionary white papers reveal an organization's insightful thinking to readers. Similar to the thought leadership white paper, the goal of visionary white papers is to look beyond the scope of current issues toward where the writer thinks a debate or technology is headed.

Examples of white papers

Many professionals in the tech industry rely on white papers to stay educated and knowledgeable about current topics and evolving technology.

White papers often require a reader to fill out a registration form for access. These forms let organizations collect information about the people reading their content, such as a reader's company and role, so they have a better understanding of who their audience is.

Successful white paper examples include the following:

• Gartner's "Reinvent Strategic Workforce Planning."
• McKinsey & Company's "Developer Velocity: How software excellence fuels business performance."
• Satoshi Nakamoto's "Bitcoin: A Peer-to-Peer Electronic Cash System."
• TechTarget's " 2022-2023 Media Consumption and Vendor Engagement Study ."

How to create a white paper

Writing white papers involves the following steps:

• Define the target audience. Before writing, the author or organization should be aware of sectors the paper is targeting. Organizations often define their audience through customer segmentation .
• Select a topic. The writer selects a topic that is relevant to the target audience. For most companies, topics often center around the field or issue their product addresses. For instance, if a company is selling a network detection and response technology, and has a target audience of executives and IT professionals, a relevant topic would be cybersecurity, its risks and prevention.
• Research the topic. The author conducts extensive research to determine what the target audience wants to know about the topic and how to answer those questions. This research covers both the technical aspects of the topic and search engine optimization research if it's going to be posted online.
• Write a compelling introduction . White papers must have a compelling introduction and a concise, early declaration of the problem statement. A compelling introduction attracts a reader's attention, and a concise problem statement lets the reader know the purpose of the paper.
• Present data and analysis . The white paper should be filled with the most important information, data and original analyses. White papers rely on original research as well as other pieces of market, scientific and technical research available to the general public or hidden behind paywalls or membership requirements. A diversity of sources lends authority to a white paper and can strengthen an author's analysis. This research data should also be provided through engaging visuals such as graphs.
• Present a solution . After analyzing a topic, an author must offer a unique solution to the problem and recommendations for next steps. If a white paper is authoritative and educational enough, the reader will be prepared to learn how they might solve their own version of the problem statement.
• End with a call to action . White papers should end with a clear next step or call to action. This should be an action the reader can take immediately, such as requesting a free demo for a product or service, talking directly to a product expert or signing up for a newsletter. Getting the reader to take this step is the essential purpose behind a white paper.

White papers vs. e-books

White papers and e-books are two distinct, long-form content marketing tools that are often confused.

White papers

These in-depth reports typically aren't more than 20-30 pages and are usually shorter than e-books. White papers are more singularly focused on a topic and used in B2B business models to target specific audiences.

E-books are longer and broader in scope than white papers. For example, rather than focus on a specific problem within an industry, an e-book might focus on the industry itself. The target audience for e-books is also broader than the audience for white papers. For instance, e-books might offer how-tos and other kinds of guides for the general public. E-books are used more in business-to-consumer ( B2C ) contexts and tend to be more visually engaging than white papers.

White papers are an important part of generating leads for e-commerce companies. Learn how to create an e-commerce content strategy to improve sales .

Continue Reading About white paper

• 5 customer journey phases for businesses to understand
• 21 lead generation tools to fill the sales funnel
• Sales funnel vs. flywheel: How sales and marketing has evolved
• B2B vs. B2C e-commerce: What's the difference?
• 5 examples of e-commerce content marketing strategies

Related Terms

A URL (Uniform Resource Locator) is a unique identifier used to locate a resource on the internet.

File Transfer Protocol (FTP) is a network protocol for transmitting files between computers over TCP/IP connections.

A virtual private network (VPN) is a service that creates a safe, encrypted online connection.

Cloud computing requires a security approach that is different than traditional protections. Where does cloud detection and ...

An endpoint protection platform (EPP) is a security technology that safeguards endpoint devices.

Endpoint security is the protection of endpoint devices against cybersecurity threats.

C-level, also called the C-suite, is a term used to describe high-ranking executive titles in an organization.

Value-sensitive design is a concept that advocates the consideration of human principles and standards when planning technology.

Organizational goals are strategic objectives that a company's management establishes to outline expected outcomes and guide ...

Employee self-service (ESS) is a widely used human resources technology that enables employees to perform many job-related ...

Diversity, equity and inclusion is a term used to describe policies and programs that promote the representation and ...

Payroll software automates the process of paying salaried, hourly and contingent employees.

Customer segmentation is the practice of dividing a customer base into groups of individuals that have similar characteristics ...

Customer experience (CX) is the sum total of customers' perceptions and feelings resulting from interactions with a brand's ...

A buyer persona is a composite representation of a specific type of customer in a market segment.

Research paper vs white paper: how are they different?

• September 14, 2022

Research paper vs white paper is a conundrum white paper writers frequently encounter. Most people had to write research papers when they were in high school and college, and many people work in industries where researchers and scientists publish research papers to inform colleagues and industries of what they’ve learned. So when they hear someone mentioning white papers, they can’t be faulted for assuming they’re the same thing. (Originally, a white paper was an official government report.)

What are research papers?

Research papers are formal documents or scientific articles exploring a particular subject in detail, and supporting the writer’s contention or arguments by including evidence from outside experts and other sources. Most research papers follow standardized structures, often beginning with some type of a thesis statement, presenting a series of arguments or sources in support of that statement, and ending in a statement about whether the thesis was successfully proven.

For students, academic papers are usually assigned to determine their mastery of a topic or their ability to write in traditional academic style. Professionals use peer reviewed research papers for a different reason. They want to share an idea they had and whether it proved to be possible, useful, or even valuable.

Scientific papers

Peer reviewed research papers are particularly important in the sciences. For example, many medical advances are first documented by the doctors or other scientists who discovered and tested them. An oncologist may stumble upon a combination of treatments that’s particular effective on a difficult-to-treat cancer. The doctor tests his idea following standard procedures and protocols and discovers it’s effective 86 percent of the time, so they write a research paper explaining the treatment and recommending the next steps for researchers.

The scientific research paper process is designed to explore all existing knowledge to create new ideas and discoveries, then document everything to help the scientist who pushes the frontiers of knowledge even further.

Publishing research papers

Recognition of the value of what a particular research paper analyzes often comes in the form of being published in an peer reviewed academic journal. Generally, an academic journal uses a peer review process in which several professionals read papers that have been submitted before publishing research papers. They ensure a logical framework is used and also make sure any statistics and other information used reflect peer reviewed research standards.

What is a white paper?

White papers are documents that explore complex issues to educate audiences. When used in a marketing or policymaking context, a white paper provides enough facts and arguments to convince people that your product, service, or strategy offers the best solution for the situation, educating them about the issue and making a case for your position or advice. Potential customers search for the information found in white papers.

White papers offer an excellent way to explain what makes your solution better than competing alternatives. You can use them to provide a technical discussion or summarize key information about a particular issue or problem to help the reader develop a stronger understanding. You describe common problems current and prospective customers face and provide detailed explanations as to how your approach provides the best solution.

Unlike ads and brochures, white papers are generally not promotional, without a strong sales pitch. Because the audiences that white papers target — such as engineers, CFOs, and CEOs — tend to distrust materials that appear to be more “salesy” than informative, most white papers are simply set up to look like trade magazine articles with fewer pictures.

So research paper vs white paper?

As in how they are different? First, they have two very different purposes. The purpose of a research paper is, for students, to prove mastery of a subject. For professionals, it’s to advance knowledge by sharing discoveries. A white paper, on the other sheet, is a tool to share information and influence decision-making.

Research papers explore all existing knowledge and can never have enough of it. White papers focus on a handful of points. Just enough knowledge to help someone make the right decision and nothing more. Research papers expand the mind, white papers attempt to narrow it.

Typically, research papers are written in the stiff, formal style that’s used in the academic world. You’ll have no trouble recognizing it from your memories of 8th grade English or your college composition class (or whatever fancy term your college came up with because they didn’t think you were smart enough to realize it was a composition class). Remember that long list of rules Mrs. Handsdown recited and all the red ink on your graded papers? Now when you write an email, you sometimes worry that she’s somehow going to see it, and you’ll feel her hovering over your shoulder.

The most effective white papers are written in a friendly, conversational way . Mrs. Handsdown would be very disappointed in you, but your boss will think you’ve become a genius. How so? It starts with the voice and tone of the written word. So you’re already a little confused. How could the written word make sound? Well, I didn’t say that. I said the voice and tone and not sound.

Literacy — the ability to read — is a relatively recent development in the evolution of our species. From the time we were magically created, hatched, or (whatever your image of life celebrates), until mere centuries ago, we had no way to communicate in writing. So we spoke. More important, we listened. Listening could keep us alive. Gradually, we learned the value of sharing what the old had learned from life so the young could take their places.

That was a long time ago, but you know what’s funny? Much of our mental wiring is from that era. Our brains do a great job of collecting and managing information. Was that the doorbell? Did a bird hit the window? Is that noise coming from beast of sharpest teeth? Your brain reacts to all three events the same way. It triggers hormones to kick up your energy and sharpen your senses so you don’t miss a thing. Thanks to some mutual ancestor who managed to stay a step ahead of a sabertoothed tiger, sound gets our immediate interest.

So we’re conditioned to listen for and pay attention to voices. Think of how many of the best times you can remember were spent in conversation with friends or family. Think of the number of interactions you have with other people on a given day, and what percentage include at least some conversation, even if it’s just “mornin’.”

As children, we grasp reading by connecting words with their associated sounds. And because the spoken word is so comfortable for us, we begin to recognize it in what we read. As we read a paragraph, we “hear” a voice in our heads. The voice is how we think the author or the character sounds. Not sure what I’m saying? Have you ever read a book and then seen a movie made from the book? A character speaks and you think, “Hey! He doesn’t sound like that!” You heard his “voice” when you read the book.

Based on the voices they hear, people draw very important conclusions about you. They decide whether you can be trusted. How you will treat them. Whether you’re genuinely friendly or just acting nice. You can control that impression, because you can control that voice.

Sometimes, presenting the right voice means ignoring some of those grammar rules Mrs. Handsdown drummed into your head. Why? Effective copy talks to people, and people don’t speak with textbook grammar. We start sentences with conjunctions, we end them with prepositions. We even use fragments. (That doesn’t mean grammar is unimportant. Forgetting basic agreement or structure can make you sound uneducated. Don’t be afraid to break rules – but do it selectively and with reason.)

By writing a white paper in a friendly, conversational way, you’ll tap into our desire to listen to voices and do a better job of capturing the reader’s full attention.

Is grammar for research and white papers different?

As I mentioned, research papers are usually written in that formal, stuffy academic style taught in high school English and college Composition classes and often used by technical writers.

But writing white papers isn’t about trying to please strict English teachers or jaded Composition instructors. Writing white papers is about selling. Telling. Convincing. Entertaining. Emphasizing. Doing that effectively demands copy that’s individual and personal. In fact, the more copy sounds like conversation, the more effective it tends to be.

That doesn’t mean you should ignore basic rules of grammar and syntax. The degree of grammatical correctness should reflect the situation and the audience. If the primary audience for your white paper is a group of university professors, you’ll want to make it more formal. But if you’re writing to industrial purchasing agents, your white paper should use the kind of language they use every day.

How should white papers be written?

Again, the most effective kind of language to use in a white paper is conversational. It really is okay to use contractions (like “can’t” or “won’t”) because they keep copy talky and friendly. It’s also okay to start sentences with conjunctions like “and” or “but,” and to end them with prepositions. And while you learned not to use “you” when writing for school, using it in a white paper will make it seem more like a conversation you’re having with the reader.

Some companies believe in hiring technical writers for white papers, but technical writers are usually more geared to projects like documentation or manuals, not white papers.

As for format, white papers usually begin with a general summary of the issue or the problem, and then go into depth about that issue or problem. Once it has been explored at length, the paper explains the solutions or approaches that have been developed to address the issue or problem, with a focus on the solution or approach that you want to advance. White papers often end with a brief message about your company and what it offers to prospective customers.

Some white papers include a short abstract at the beginning of the paper to summarize the key messages and conclusion. You can also place a list of other references and sources that the reader may find informative at the end of the paper.

Are there different types of white papers?

Companies may use several types of white papers companies as part of their marketing communications efforts. Most white papers fall into one of the following four categories.

1. White papers for background information

Some white papers are designed to provide background information about an issue or a challenge. Their goal is educating the reader about the matter so they can make more informed and/or confident decisions. An example might be comparing the advantages of shipping by truck with those of shipping by train, so a decision-maker is better able to evaluate which is the right choice for their company.

2. White papers for problems and solutions

Many white papers begin by describing a common problem the audience faces — whether that’s machinery that’s breaking down too often because of contamination issues or erosion tearing the topsoil from newly built slopes. Then the white papers examine the solutions available for that problem. With the machinery, it might involve a different type of lubrication or changes to the maintenance schedule. With the erosion issue, it might involve woven mats of organic materials that help plantings become rooted more quickly so they’re better able to withstand water.

3. White papers about processes

White papers can be an excellent way to explain and explore processes, from the many steps in bringing fresh produce from a farmer’s field to a restauranteur’s table, to the insight professionals like architects bring to design and construction of buildings. A well-written white paper can bring these processes alive for people who need to know about how these things work, such as lawmakers who are considering legislation about affecting those processes.

4. White papers presenting collections of information

This strategy is best when you have many bits of information or advice that would be helpful to readers, but none of them warrants a full-length white paper of their own. They’re often presented as numbered documents with titles such as “20 simple ways to improve your fleet maintenance program.” Readers are often attracted to this type of white paper because it’s easy to read and normally simplifies otherwise complex topics.

Could our business benefit from white papers?

If you can answer “yes” to any of the following five questions, it’s likely white papers can help you. In fact, more “yes” answers you provide, the more likely white papers should be part of your organization’s toolkit.

1. Is what you offer complicated, innovative, or different than your competitors?

If your company’s product or service is complicated, innovative, or significantly different from what your competitors provide, creating a white paper may be one of the most effective ways to convince people it’s the best choice for them.

That’s because selling something complex or innovative demands helping the prospect see why it represents a better choice. It’s hard to do that convincingly in an ad or email, but a well-written white paper provides enough facts and arguments to educate them while helping them reach the decision you want.

2. Is advertising not sufficient to explain the advantages of what you offer?

While advertising or other traditional marketing methods can be effective channels, they rarely allow you to get into detail about what makes your product or service better.  Plus, many people are wary of channels such as advertising because they know it’s a blatant sales effort.

A well-crafted white paper is an informational tool that seeks to educate the reader. Because the white paper doesn’t appear to be as promotional, people will give it more credence. Plus, people tend to hang onto white papers longer than they retain ads, giving your message a longer life.

3. Do prospects and customers find it hard to grasp your value proposition?

Like you, your customers and prospects are hungry for good information, but they’re also busy. Because their time is limited, they appreciate practical guidance that’s focused on their specific needs, and they trust white papers more than other channels.

They’re willing to take the time to read white papers because they need to know something. Maybe they want to better understand a new technology. Perhaps they’re desperately seeking a solution for a problem that’s hurting their business. Or it could be that they want support for a recommendation they’re making to their bosses. Whatever the reason, white papers provide trustworthy information and improve their perception of your organization and what you offer.

4. Is your sales process lengthy?

If your product or service is a commodity, is easily understood, or typically is purchased on impulse, a white paper probably won’t do much for you. But if you’re selling a high-value product or service that takes many weeks or months to move from initial interest to finished deal, a white paper can help you speed the process along.

5. Does your customers’ decision-making process involve many people?

Often — particularly with items that involve a significant investment of capital, such as plant equipment — purchase decisions are not made by just one or two people at your prospect. They may have the status and authority to recommend what you offer, but getting final approval may require the blessing of everyone from production engineers, to the operations team, to the CFO and CEO. Unfortunately, you and your team can’t speak with everyone who will play a role in the decision.

That’s when a white paper can stand in for you. A white paper that discusses the advantages of what you offer, contrasts it with other options, and explains how users can get the greatest value from it will help you communicate with decision-makers you can’t reach directly. When your contact attaches your white paper to their recommendation, it not only provides evidence that it’s the right choice, but it may help to answer questions and overcome objections other people in the process may have.

You may also like

Evaluate the Quality, Power of Your Writing with A White Paper Checklist

Can a pro improve a white paper you’ve written?

What business writers need to know white papers and copyrights

Our daily newsletter.

Get the latest and our most important news

I agree to the privacy policy .

Remember Me

Shop Training White Papers & Research White Papers & Research

Explore the latest research on best practices in STEM education and how scientific probeware aligns with educational standards, supports teacher needs, and engages students in deeper scientific learning. Discover valuable insights and materials to support grant writing activities.

Exploring the Data: A Comprehensive Review of Research on Probeware and Three-Dimensional Teaching

How does probeware support three-dimensional learning? In this white paper, educational researchers explore a wide range of benefits from the use of probeware as a tool for Framework -aligned science education, including opportunities for cultivating authentic learning and higher student engagement.

The State of STEM Learning

What exactly does recent research say about high-quality STEM education?To answer this question, Vernier Science Education commissioned Education Northwest, a nonprofit education research organization, to conduct a review of the latest research on successful STEM education practices.

What the Research Says About the Value of Probeware for Science Instruction

In this white paper, we explore detailed research-based evidence that supports the value of probeware as part of effective science education along with a detailed bibliography to support your grant-writing efforts.

We are scientists, educators, and your team.

As you implement data-collection technology into your teaching, we’re here to support you! Looking to learn more about our products or have questions about ordering? Reach out to our team at [email protected] .

Are you a district or school administrator looking for support?

If you are considering an adoption or seeking training options, we are here to support you every step of the way. Contact our solutions team at  [email protected] .

The 2024 Ultimate Guide: How to Write and Format a White Paper

The step by step guide to succeeding with white paper marketing.

• 1 What is a white paper?
• 2. White paper examples
• 3 How to write a white paper
• 4 Mistakes a white paper should avoid
• 5 White paper Format
• 6 Gating your white papers
• 7 White paper distribution
• 8 Handling your white paper leads
• 9 Choosing the right white paper template
• 10 Final thoughts

Introduction

White papers are a popular and powerful tool for content marketers. They can be used to position your company as a thought leader and authority on a particular topic by presenting useful and persuasive research findings and technical information about your products and services.

White papers can also be used as a powerful asset to generate more leads when the information is valuable enough for readers to submit their personal details in order to access your findings. 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 and why is it important?

A white paper is an in-depth report or guide informing readers about a specific topic and its problems. It is meant to educate readers and help them to understand and solve an issue. It is important as it helps establish a company as an expert in its field, educates customers, and influences decisions. 

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 data visualizations such as charts, graphs, tables, and more.

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 for marketing purposes. 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 important points 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 an information document 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.

How can a white paper benefit businesses or organizations?

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 an informational document 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, brochures , 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. 

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 example #1  

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 example #2

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

See more  white paper examples

Start creating white papers with Foleon

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:

• It should be something you are qualified to write about.
• It should be something your audience is interested in.
• 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 . This has become particularly important with the advent of AI-powered language models which can produce long-form content at scale. 

Wrap it in a great intro and outro

Ad 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. Conducting lengthy original research may indeed 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. Design makes your salient points stand out and helps the reader understand what they're reading. Using visuals (like images, animations , videos, charts, and graphs) that support your arguments is crucial.

Check out this white paper example built with Foleon!. Open the white paper

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.

How to format a white paper

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 your b2b content marketing funnel ? 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.

Semi-gating

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.

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 reducing the number of form fields to the bare minimum and using mid-gating to ensure your ask is timely and yields immediate value for the reader: "Fill out this form to get access to the rest of this white paper, we've saved the best for last!".

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

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 mid-gate (or semi-gate) it 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 newsletters — 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.
• Suppose your white paper is for people in the consideration stage, and leads are already familiar with what you have to offer. In that case, 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.

9. Choosing the right white paper template

In 2021, Hubspot reported that 82% of marketers actively invest in content marketing. Thus, the need to create interactive content experiences that stand out amongst your competitors has never been more critical in your content marketing strategy as the volume of published white papers grows yearly. 

For this reason, the visual representation of your white paper has become increasingly crucial for retaining your audience's interest. In addition to the value your white paper content provides your audience, the single most significant factor at your disposal to maintain content engagement is how your white paper is visually presented. 

For whitepapers, the white paper template you opt for to present your content can significantly influence the success of your publication. The template is more than just a matter of aesthetics; it represents a strategic decision that affects user engagement, experience, and even how your brand is perceived.

Below are some factors you should carefully weigh when choosing your white paper template .

Target audience and content

The two biggest influences that will determine the selection of your white paper template are your target audience and the purpose of your content. 

For example, if you create an annual report that provides Financial Services information or a research piece exploring trends in Software & IT salaries, you’ll want to use a template that easily represents data-rich elements such as tables and eye-catching statistics. In contrast, visually-oriented templates containing hi-res imagery or videos are better suited for online catalogs or digital magazines . 

Think about your target audience's needs and how your template's layout can optimize your content's engagement. 

Creative control with flexible features 

You’ll get the most value out of your interactive white paper with a content creation platform that allows you to harness professionally designed white paper templates that are easy to use and fully customizable with a drag-and-drop interface. This will allow everyone in your team to create content quickly with no coding experience required. 

Custom templates set your white paper up for success by providing a starting foundation to help guide the layout and structure of your content. Custom features allow you to design your white paper any way you like by quickly changing blocks, fonts, and colors according to your brand guidelines with the added ability to add or remove sections. 

Mobile experience and device responsiveness

As of September 2023, over 55% of website traffic is from mobile devices. Therefore, it is essential that your white paper is responsive across all devices. 

Most content creation platforms have integrated tools that automatically adapt your content to different screen sizes. However, to ensure the best possible user experience, you should always test your white paper on multiple devices as part of your content creation process before publishing.

Finally, website speed is one of the most significant factors influencing user experience and playing a pivotal role in organic rankings. According to section.io , 32.3% of visitors bounce from a webpage if it takes more than 7 seconds to load. Ensuring that your content creation platform and hosting services are optimized for website performance is critical in maximizing your readership when choosing your white paper template.

10. Final thoughts

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.  

Foleon Guide

Marketing power plays.

Whether you're in content, comms, or demand gen, here are some novel tactics from Foleon’s Marketing team.

See your brand in a Foleon Doc

Want to see your content in a Foleon Doc without lifting a finger? Here's your chance! Let us create a mock-up that's packed with media-rich features — just for you.

• svg]:fill-accent-900">

The paper most likely to give you a paper cut, according to science

By Andrew Paul

Posted on Aug 27, 2024 11:58 AM EDT

3 minute read

After a thorough investigation into the matter, three researchers at the Technical University of Denmark believe they have determined which paper varieties are the most likely to induce a dreaded paper cut . But instead of simply warning the public, the trio of physicists embraced the dark knowledge to create a single-use weapon capable of slicing into vegetables, fruit, and even some meat.

It doesn’t take a major logical leap to assume that for as long as there has been paper, there have also been paper cuts . Aside from the searing pain, one of the millennia-old injury’s biggest annoyances is its suddenness—in most cases, a victim isn’t anticipating a razor-thin incision’s sting when rifling through the everyday material. But what paper types should you be the most wary of handling? According to a study published in the August issue of the journal Physical Review E , it comes down to a combination of material, thinness, and physics.

According to an August 27 announcement , Sif Fink Arnbjerg-Nielsen, Matthew Biviano and Kaare Jensen relied on ballistic gelatin as a stand-in for living subject—the recognizable, rubbery material often used to simulate human and animal skin while assessing possible damage from dangerous environments and weapons. After reviewing multiple types of pulped wood and approaches, the team definitively landed on a few key attributes that can be found in the perfect paper cut.

First, there is a clear “Goldilocks zone” when it comes to a paper’s width. If the material is too thin, like tissue paper, then it bends under pressure. Thicker notecards and photo paper, however, means the surface area simply won’t cut through much. But the closer a paper is to 65 micrometers wide, the more primed it is for a cut. That fearsome measurement is most often seen in examples like sheets of newspaper or dot-matrix printer paper (think the old school typewriter or fax machine paper). Thankfully for fingers, both varieties aren’t as common as they once were—the former sadly due to the unfortunate state of print media, while the latter has been largely swapped out for inkjet paper.

[Related: Why do paper cuts hurt so much? ]

That doesn’t mean society is safe from paper cuts, of course. As anyone who works in an office knows, those inkjet reems are still perfectly capable of ruining your morning. Meanwhile, both magazines and Post-It notes are also still thin enough to do damage.

Material isn’t the only factor for cutting potential, however. The physicists also learned that, much like a knife or sword, an angled motion is most likely to result in cuts instead of a straight-on approach to a target. And to put all this new knowledge to use, researchers then decided to showcase just how effective the perfect paper can be at slicing.After combining a 3D-printed scalpel handle with a small piece of dot-matrix printer paper, the group then put their tool, dubbed “Papermachete,” to use. According to Science News , the single-use Papermachete blade could adequately cut into cucumbers, apples, peppers, and even chicken. There’s (likely) no need to fear such an invention, however—the team argues future iterations may actually provide a new type of eco-friendly, disposable, cheap utensil.

Latest in Physics

The world’s fastest microscope captures electrons down to the attosecond the world’s fastest microscope captures electrons down to the attosecond, how the large hadron collider gets reset and refreshed each year how the large hadron collider gets reset and refreshed each year.

By Riccardo Maria Bianchi / The Conversation