White Paper Content

Project Details

Typical Costs

8 – 12 Hours

Typical Timeline

4 – 6 Days

Estimate based on researching and writing a piece with about 2,000 words.

Project Overview

PDFs are important assets in marketing. They can be utilized as a white paper, ebook, case study, cheat sheet, infographic, or another informative piece of content. PDFs are often used as lead magnets, but can also be catalogs, offering memoranda, printable menus, and more. Regardless of its purpose, a PDF can help your business establish expertise in your industry, educate customers, entertain prospects and customers, offer more details to help prospects choose what products or services to buy, and more.

PDF content, specifically, is equally as important as its design. This content is valuable to your audience, which means they will want to download and read it, even if they need to provide contact information in return. This content not only informs your audience, but it also shows your business’s expertise and that you have the answers to their questions, often helping them through the customer journey.

what to expect

What to Expect

For this project, our team determines a valuable topic for your audience targets, researches the topic (which may include your resources, if any), creates the structure for the PDF, and writes content.

The content of the PDF includes valuable information and entertainment for your audience, which is written according to your messaging guidelines.

This also includes information on how they can further their education by visiting your website or blog, what products or services would best serve their needs as related to the PDF content, and contact details for your business should they decide to purchase.

The final PDF content will be presented in a Google DOC format.


PDF content can help you gather more leads, build trust and credibility, promote your business, and close sales.

By helping prospects convert through your free PDF content, they get a glimpse of what they can expect as a paying customer. Quality content is vital for a PDF as it helps prospects see the value in offering their contact information or buying from your business.

Getting the PDF content professionally designed according to your business’s visual branding can increase the performance of this project.

For ideas on what kind of lead magnet to create for your audience, see the best practices for your industry.

project considerations

Additional Considerations

Consider the following as you begin this project. Our team is happy to collaborate with you on the best approach.

  • Do you have a specific goal for this PDF?
  • Do you have a topic in mind for this PDF?
  • Do you have specific audience targets for this PDF?
  • Is there a specific question your customers often ask or a problem your customers often have that could be answered in a PDF rather than a blog post or product/services page?
  • What format do you want the PDF to be? E.g. ebook, white paper, case study, cheat sheet, infographic, etc.
  • Will the PDF be gated for use as a lead magnet? (“Gated” means you will require an email address to access the PDF.)

Tailored To Your Business and Industry

Every brand is different. We believe that marketing should be highly-tailored for each brand. Since our team works with a wide range of industries that targets a variety of audiences across many markets, samples of our team’s work will convey an approach that is dramatically different from the approach that we would take for your brand.

We work closely with every new member to document their business’ unique visual branding and messaging approach prior to conducting any work.

Click here to learn about our team’s industry-specific strategic approach.

Project Phases

Our team will execute this project in defined phases and we will keep you updated on progress within each phase of development, giving you the ability to provide feedback, direction or collaborate with our team throughout every step of the process.

1) Access Coordination and Strategy

During this initial phase, we review your Member Profile, confirm project details and goals with you, including what format the final PDF will be (white paper, ebook, case study, cheat sheet, infographic, etc.), and ask any clarifying questions, as necessary.

Our team will also begin developing a strategic approach by choosing a topic that will be valuable to your audience targets. We will also start developing the structure for the PDF content, which may look like a table of contents, and conducting research on the main topic.

2) Initial Project Approach

During the next phase, our team finalizes the content approach and structure of the PDF content. We will include the resources that will be used to create the content, if appropriate.

Our team sends you an update to show project progress and the content approach. We encourage you to give our team feedback during this phase if the content approach does not align with your vision.


3) Project Presentation

If you provided our team with feedback during the previous phase, our team will address those requests in this phase.

Then our team drafts the PDF content based on the structure developed in the previous phases, using your messaging strategy as a guide. Content typically includes valuable information and entertainment for your audience; details about products or services, as appropriate; contact information for your business; and a clear call to action.

To complete this phase, our team will finalize the PDF content, which includes editing and a final review. Once reviewed, our team will present the PDF content draft to you, including the strategic approach for the content and any updates made since the last phase.

4) Project Closure Plan

Once you have reviewed the PDF content draft, our team makes any requested updates and finalizes it. Once completed, we present the final PDF content to you and give you access to it.

At the completion of the PDF Content project, we typically transition it to a PDF Design project if you would like our team to design the content in a shareable format that is on-brand.

Our team works as a fluid extension of each of our member’s businesses by developing strategies and executing projects in whatever capacity is best for their unique needs.