CMO · Playbook · Intermediate · Saves 40+ hours
White Paper Production Playbook
A complete playbook for producing white papers that establish authority and generate leads.
What's included
- Strategy & Planning
- Topic selection criteria
- Research methodology
- Outline development
- Approval workflow
- Production Process
- Writing guide
- Design brief
- Review process
- Launch planning
- Templates
- White paper outline
- Style guide
- Design specs
Best used when
- Creating thought leadership content
- Building premium lead magnets
- Establishing industry authority
- Training content team
- Developing gated assets
The template
The Template
TOPIC SELECTION
White Paper Criteria
| Criterion | Weight | Score (1-5) | Total |
|---|---|---|---|
| Addresses major industry issue | 25% | ||
| We have unique POV/data | 25% | ||
| Target audience cares deeply | 20% | ||
| Differentiates from competitors | 15% | ||
| Can be researched thoroughly | 15% | ||
| TOTAL | 100% | /5 |
Proceed if: Score > 4.0
RESEARCH & PLANNING
Research Sources
| Source Type | Examples | Credibility |
|---|---|---|
| Primary research | Customer surveys, interviews | Highest |
| Industry reports | Gartner, Forrester | High |
| Academic research | Journals, universities | High |
| Internal data | Product usage, performance | High |
| Secondary sources | News, trade publications | Medium |
White Paper Outline Template
1. TITLE PAGE
- Title
- Subtitle
- Company logo
2. EXECUTIVE SUMMARY (1 page)
- Key finding 1
- Key finding 2
- Key finding 3
- Recommendation
3. INTRODUCTION (1-2 pages)
- Industry context
- Why this matters now
- Scope of paper
4. BODY SECTIONS (6-10 pages)
- Section 1: [Problem/Context]
- Section 2: [Research/Data]
- Section 3: [Analysis/Findings]
- Section 4: [Framework/Solution]
5. RECOMMENDATIONS (1-2 pages)
- Recommendation 1
- Recommendation 2
- Recommendation 3
6. CONCLUSION (0.5-1 page)
- Summary
- Call to action
7. METHODOLOGY (0.5 page)
8. ABOUT [COMPANY] (0.5 page)
9. REFERENCES
PRODUCTION PROCESS
Timeline
| Phase | Activities | Duration |
|---|---|---|
| Research | Gather data, conduct interviews | 2-3 weeks |
| Outline | Structure and approval | 1 week |
| Draft | Writing | 2-3 weeks |
| Edit | Review cycles | 1-2 weeks |
| Design | Layout and graphics | 1-2 weeks |
| Review | Final approval | 1 week |
| TOTAL | 8-12 weeks |
Writing Guidelines
| Element | Guideline |
|---|---|
| Length | 8-15 pages (2,500-5,000 words) |
| Tone | Authoritative, objective |
| Data | Cite all sources |
| Visuals | 1 per 2 pages minimum |
| Headers | Clear, descriptive |
| Language | Avoid jargon |
Quality Checklist
- Clear thesis/argument
- Data supports claims
- Sources cited properly
- Executive summary standalone
- Professional design
- CTAs included
- Proofread thoroughly
- Legal/compliance approved
Frequently asked questions
What is the White Paper Production Playbook?
A complete playbook for producing white papers that establish authority and generate leads.
Who is the White Paper Production Playbook for?
It is built for CMOs and their teams working on Content Strategy. The AI coach adapts it to your company, stage, and goals.
How long does the White Paper Production Playbook take to use?
It saves roughly 40+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the White Paper Production Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the White Paper Production Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.