In-depth documents that earn authority, not just traffic
A white paper that reads like a collection of industry statistics with light commentary does not establish authority. It establishes that you can use Google. Authority comes from original argument: a specific point of view on a market problem, backed by evidence, that the reader could not have arrived at without reading your document.
We write white papers between 3,000 and 8,000 words, properly structured around a central argument rather than a topic survey. Each section earns its place by advancing the argument. The executive summary is written last and captures the full argument in 300-400 words, designed for senior readers who will not read the full document but will forward it to people who will.
Research is included in the scope. We identify primary sources, existing academic and industry research, relevant proprietary data your organisation holds, and gaps in the existing literature that your document can fill. A subject matter expert interview is standard for white papers requiring technical depth.
The visual brief is delivered alongside the copy. White papers are published documents and the copy is written with layout in mind -- callouts, data visualisation points, section breaks, and pull quotes are specified in the manuscript.
- 3,000 to 8,000 word documents
- Research process included
- Subject matter expert interview (60 min)
- Executive summary included
- Visual brief for layout team
- Formatted manuscript (Word or InDesign-ready)
- Distribution strategy note included
Annual reports and industry surveys
Annual reports and industry survey reports follow the same discipline as white papers but have additional structural requirements. We handle the narrative sections, section introductions, data interpretation copy, and the executive summary. Turnaround for survey reports depends on data availability at brief stage.