Posted in Online Publishing Strategy	August 1, 2008

How to create a white paper outline that answers the right questions, targets the right audience and sends the right message.

Creating white paper can seem daunting if you don’t have a set process for getting it done. In a book called Writing White Papers by Michael A. Stelzner, he lists a 10-step process for writing white papers that we wanted to share with you:

How to Write a White Paper Step #1:
Clarify the topic: Focus your lens. Come to the table with a specific topic in mind. Will you be writing about a broad subject or a narrow one?

How to Write a White Paper Step #2:
Identify your ideal reader: Are you fishing for whales or guppies? Identify your ideal reader with precision. Pinpoint the intended reader’s industry, job title, age and general disposition. Keep the reader in mind as you write the white paper.

How to Write a White Paper Step #3:
Decide on an objective: Figure out your endgame early. Do you want to educate, sell, inform or differentiate? Is this paper designed to generate leads? Will it be technical or business benefits focused? Be sure to stay on topic throughout the entire white paper.

How to Write a White Paper Step #4:
Develop an outline: Good directions get you to your destination. An outline helps break the paper into manageable pieces and keeps you on track. Be sure to receive buy-in from key people before you write the first word.

How to Write a White Paper Step #5:
Interview the experts: The best content lives in someone else’s head. If you are not the sole content expert, interview their sources to gather a fresh perspective. When interviewing expert, be sure to ask probing questions such as “Why is that important?” and “What is the implication of that?”

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How to Write a White Paper Step #6:
Research: The web is your library. Read as much as you can about your papers topic. Seek industry analysis, competitor information and internal documents.

How to Write a White Paper Step #7:
Write the first page first: Lay the foundation and build on it. The first page sets the stage for your document. Carefully craft and refine it to perfection. The rest of your paper will build on those first words.

How to Write a White Paper Step #8:
Write the title: First impressions matter. Create a relevant and compelling title that will invite readers to explore your efforts further. Keep it simple and focus on the benefits the paper will bring your ideal reader.

How to Write a White Paper Step #9:
Write the core: Break the paper into manageable components. Continue to repeatedly refine, streamline, redraft and fine-tune your messaging. Come back to your paper over a period of days. Be sure to stay focused on your topic, your objective and your ideal reader.

How to Write a White Paper Step #10:
Use an editor: For a refining touch, seek an editor. As a painter is blind to missed spots on the wall, so too will you be blind to error in your writing. An editor can provide an objective safety net for correcting glaring problems and can ensure your words are well written.