Whitepaper Writing Worksheet Sample Document

Number of Pages: 6
Last Updated: 2013
Version: 1.1
Contributors: Lawrence Harte

Whitepaper Writing Worksheet - MS Word Format QDWSWMW001pad$0.00 (Free)pad


Document that gathers information that is used to write a whitepaper. This document is commonly shared with marketing managers, subject matter experts, editors, illustrators, and other people who are part of a team that is creating a whitepaper.

Text Document

Ok to Copy and Use, NOT OK to Publish or Sell

Whitepaper Writing Worksheet


What is the full title of the whitepaper. Start with draft title and revise.

<Problem Statement> <Audience> <Keywords>

Whitepaper Objectives

Sales Leads

Number of desired leads for <product or service>


Number of people who need to be educated about the whitepaper topic.

Brand Impressions

Number of people who will see the whitepaper and/or its branding information.


Types of information that should be gathered from whitepaper engagement.

Engagement Tool


The name of the company or person who will own the whitepaper.

<Copyright Owner Name>


The name of the company or person who will product the whitepaper.

<Whitepaper Producer>


Name of authors or "company" if no individual authors.

<Whitepaper Author>

Key Topic Areas

What topic area is the article related too

Look at topic list <Google Docs Link>

Primary Topic Area

Key category or topic that the whitepaper relates to.

<Primary Topic Area>

Secondary Topic Areas

Secondary category or topic areas that the whitepaper relates to.

<Secondary Topic Area1>

<Secondary Topic Area2>

<Secondary Topic Area3>


What are the top 3 audience types

Audience Type 1

Industry/Job types

Key challenges

Key media channels they use

Audience Type 2

Industry/Job types

Key challenges

Key media channels they use

Audience Type 3

Industry/Job types

Key challenges

Key media channels they use

Problem Statement

What is the key issue or problem the article relates to

Shocking Factoids

Research and find some facts or information that is likely to be shocking and relevant to the reader.

Search for the topic and statistics.

You may also add the key words shocking, surprising, unforeseen, or other interesting qualifiers.

For example, writing an article on how to fix bad reviews, search for:

“Bad Review Statistics” or “Surprising Bad Reviews”

At least one surprising factoid can be included in the opening paragraph to help the reader to understand that reading the article is likely to be valuable to them.

Try to find shocking factoids that have:

1. Credible references – Government agency rather than according to Bob

2. Exacting numbers – found that 81.2% avoided buying products because of bad reviews rather than 80% (sounds made up!).

Pain Points

The top 3 bad things that happen if the reader does not solve the problem

Pain Point 1

Pain Point 2

Pain Point 3

Solution Promise

How will the article help the reader to solve the problem


What are some of the key questions that the readers are likely to have about this article topic.

Questions can come from slides.

Reference Articles

Search for key phrases (e.g. questions) and list at least 3 related article on beginning of search.

May be helpful to find one or two new articles for each slide that you add.


What words are related to the article topic and problem statement

Primary Keywords

Top 2 to 4 keywords.

These will be helpful for searching and should be used in the title and beginning of the article content.

Secondary Keywords

Additional related words – 10 to 20

These will be helpful for searching and for inclusion in article content

Whitepaper Sections

Whitepapers should have sections (groups of paragraphs). These can be options, steps, or other categories.

They may start with a section introduction (set of criteria) that will be discussed in each section.

Section 1

Section 2

Section 3

Section 4


Typically 1 image for every 2 pages.


Diagrams that will help the reader to understand the article.


Describe a photo that may attract interest for the article.

Get permission to use photo.

Reference Resources

Are there any resources that can be linked to from this article that will help the reader. This can include lists, tips, step by step guides.

Will these resources be located on the QIC Learning website or are they available on other websites.

All reference links will go through QIC Learning website to allow us to redirect them if the destination link is inappropriate.

Whitepaper Writing Worksheet Sample - MS Word Format QDWSWMW001