whitepaper copywriter

Meet the white paper copywriter regularly helping B2B tech companies generate more leads and nurture prospects through the sale cycle

Do you need to generate more leads?

Are you promoting a complex product and need to explain it to prospects during the sales cycle?

Are you looking for ways to strengthen your position of authority in the industry?

A strong and engaging white paper can help you achieve all the above benefits and more.

Plus, it will work for you much longer than any other content type.

And if you’re on this page already, then, most likely, you seek a great white paper copywriter who could help you achieve the above benefits (and more.)

You want someone who:

  • Has written many white papers and knows how to make them work for you,
  • Understands software and technology buyers and knows how to write compelling copy that engages this audience,
  • Can convert even the most complex features into clear benefits.

I tick all the boxes.

White paper copywriterAs a former owner of a small software company I can understand your product, uncover your core message and communicate it in a clear and concise way.

Not to mention that my background in marketing, Masters in marketing and experience in promoting and selling software products helps me identify your audience’s needs and convert them into a persuasive copy.

Here’s why clients choose me to write their white papers:

  • 7 years of online copywriting experience, and 4+ years of working exclusively in the software industry.
  • Master’s in marketing with dissertation on SaaS marketing.
  • Professional experience in Software Marketing and Sales.
  • 5 years of experience in running a small software firm.
  • 4 years of practical SEO experience.

But most of all, they hire me because of my experience resulting from hundreds of successful projects I’ve completed for clients in the software industry.

For over four years, I’ve been focusing on a single goal – helping B2B marketers in the software industry to leverage great copy to drive more leads and demo requests.

I wrote hundreds of whitepapers, long-form guides, eBooks, blog posts and other lead generation assets that helped SaaS companies like AdEspresso, Attach, SEMrush, seoClarity, Drift, Autopilot, Uservoice and countless others position themselves as thought-leaders, raise brand awareness and fuel their growth.

My most recent white paper projects include:

  • A white paper on Digital Public Relations for a software platform
  • A white paper explaining the intricacies of tech marketing to tech founders for an inbound agency
  • A white paper on employee experience for an HR software platform
  • A white paper on building successful inbound strategies in the tech industry for a marketing agency

I’ll be happy to talk about your project with you too.

Submit the form below and let’s see how we could work together.

  • This form collects your name and email address so I could respond to your query.

What happens after you've emailed me

  • I respond to your query within 1 working day.
  • I also send you a copy of my Information Kit to help you learn more about me and how I work.
  • In both my response and information kit you’ll find a link to my calendar. If the information I’ve provided suggests to you that I might be the best white paper copywriter for your project, schedule an intro call with me, and let’s take it further.
  • And if not, simply delete my email and let’s both go our separate ways. No hard feelings.

Still Wondering Whether a White Paper is the Right Format to Use?

Here’s some more information that should help you decide.

As most new clients asking me to write white papers, I’m sure you have some questions about the format’s usefulness too. Perhaps you wonder what type of white paper to use. Or wonder how to initiate the process of writing one. Below, I’ve included answers to those and many other questions about white papers.

But let’s start by getting a big misconception out of the way:

A white paper is not a brochure to promote your offering or a sales pitch disguised in a document format.

Nor is it a resource focused on your company, product or service in any way.

Instead, a white paper helps you sell more by assisting a target reader in:

  • Understanding a particular issue or challenge,
  • Learning strategies to solve that problem,
  • Acquiring enough knowledge to make an informed decision about the solution to buy (ideally, your products or services.)

Many of my clients have used white papers successfully to explain the concept behind their offering. But in the process, they’ve also helped them justify the expense of purchasing it.

For example, an HR company I’ve been working for over 2 years with, created a highly successful white paper outlining the correlation between employee experience and the company’s bottom line.

They didn’t focus on their product in the document. Anyone reading the white paper would quickly realize that their tool was the missing link between the two.

In days following the publication, the company started generating qualified leads with the white paper. It continues to attract potential buyers for them today.

Another of my clients, a large digital marketing platform, regularly publishes white papers and eBooks to position themselves as the go-to tool for their target audience.

How Useful are White Papers for B2B Marketing Today?

With information so freely within reach (or tap on the screen), many B2B marketers wonder whether it still pays off to create white papers.

But the data is conclusive. More B2B buyers use white papers to evaluate purchases than case studies, videos, and other content types. Only product brochures rank higher. However, they play a distinctly different role in the process.

white paper usefulness example(image source)

For 41% of buyers, according to the same report, white papers were extremely to very influential to the buying process.

are white papers working for buyers(image source)

But most importantly, they influence decision-makers. Here’s the final finding from the report above.

white papers influential content type(image source)

What about B2B marketers then? Do they still want to use white papers? They sure do. Here’s data from 2018 B2B Content Marketing Benchmarks Report by the Content Marketing Institute.

Its responders named eBook and white papers the most effective AND the most successful content type.

white paper most effective content type(image source)

What is a White Paper’s Place in the Buying Cycle?

The average B2B software buyer goes through as much as 70% of the buying process on their own, without talking to sales. During that time, they consume up to 5 pieces of content, on average. Blog posts, guides, videos and white papers help them understand their problem, evaluate available solutions and make a buying decision.

But unlike many other content types, white papers work across the entire buying cycle. Documents discussing a problem are ideal for buyers early in the process. People at later stages typically reach for white papers offering tips or suggestions how to solve a particular challenge. And product-based white papers engage customers at the buying stage the most.

Which means that you can choose to create a white paper that will attract and convert a highly-specific audience, allowing you to engage the right people at the right time.

What Are the Different Types of White Papers?

Now, this one’s a tough cookie. And that’s because, if you ask a white paper copywriter about this, you might get a list of anything from 3 to 40 different formats!

Personally, I follow the three formats Gordon Graham outlined in his amazing book, “White papers for dummies:”

  • Problem/Solution
  • Numbered List, and
  • A Product Backgrounder

Anything else is a combination or variation of those three.

Format #1 – Problem/Solution

This white paper targets a specific problem and suggests a new solution for a reader to consider.

It aims to present arguments to introduce a new way to solve a prospect’s problem.

For that reason, these white papers work particularly well for Top of the Funnel visitors, focusing on learning more about their challenge at hand.

Because of this wide reach, a problem/solution white paper can generate a significant amount of leads and position your company or product as a viable solution for the audience.

Examples of problem/solution white papers I wrote:

product solution white paper type

white paper exampleLength: Problem/Solution white papers can be long, reaching up to 10 or more pages without the cover and the company’s information.

Format #2 – Numbered Lists

This white paper focuses on presenting a list of solutions, tips or any other points on a specific issue. The lightweight format of a numbered list makes it easy for prospects to scan and extract value from fast.

The numbered list white paper works equally well for prospects early in the buying cycle and those already evaluating available solutions.

Examples of numbered list white papers I wrote:

white paper example 2Format #3 – Product Backgrounder

The most advanced white paper type, focusing on providing a reader with in-depth information on a product or service.

Because of being so heavily product-focused, this white paper format works particularly well at helping anyone at the end of the buying cycle justify the expense of purchasing your offering.

However, such deep laser focused means that it attracts fewer leads, albeit highly-qualified ones.

How to Promote a White Paper?

The main reason behind publishing a white paper is to generate leads. To achieve it, however, you must get it in front of the target audience first. Many different strategies help achieve this. Here are some that worked particularly well for my clients:

  • Include calls to action on strategic website pages, i.e., home page, product pages
  • Write series of blog posts on a similar topic and promote the white paper in the copy as well as calls to action on those posts
  • Publish guest posts referencing the white paper on top industry blogs and websites
  • Send information about it to your list
  • Include a mention of the white paper in email signatures
  • Publish a press release about it
  • Mention it when answering relevant questions on Quora.com (or similar Q&A sites)
  • Ask salespeople to offer it to leads during sales calls
  • Email outreach your top prospects, offering the white paper
  • Mention it in your newsletter’s welcome email
  • Use Adwords and social media advertising to target relevant audiences with it
  • Use a popup to tell website visitors about it

How to Brief a White Paper Copywriter?

I’ve broken the process down into two stages – initial information to get a quote and providing brief and directions.

Getting a Quote

Information that helps copywriters estimate the price for a white paper include:

  • Some background information on the strategy for the white paper. For example, your goals and objectives, how you’re going to promote it, etc.
  • Target audience.
  • Topic or problem you want to solve for the audience.
  • Format and length, if you already know it. Otherwise, I can help.

I can respond to an inquiry containing the above information and provide initial quote and timelines.


Most copywriters use questionnaires to help collect all the information necessary to write a white paper. Mine asks for such information as:

  • The topic,
  • General problem the white paper relates to,
  • The main idea a reader should take out from reading the publication, and a couple of others.

I distribute the questionnaire to you after you’ve confirmed the project and can assist in completing it if needed.

To Sum It Up, a White Paper:

  • Does not promote a product or service directly. Instead, it offers value and insights to help a person make a more informed decision, relevant to their stage of the buying cycle.
  • It delivers information that meets both emotional and logical needs of customers. A white paper delivers information that overcomes their fear of making the wrong decision while empowering them with new information on their problem.
  • It works long after you’ve published it (as long as you keep offering it, of course.)
  • To get started, you need to have an idea about the topic, a problem the document will relate to, and be able to offer some initial guidance to your writer.