A whitepaper is a sales and marketing document written as an authoritative report to educate and inform potential customers about a product or service that addresses their problem or pain point. It's designed to be a resource for ideal prospects at various stages of the buying journey, not a pitch or product presentation. Whitepapers generate quality leads that can advance through the sales process when done properly. They position the company as an authority in the industry, increase awareness of the solution, build brand trust, and serve as sales enablement content. To write an effective whitepaper, one should select a topic and style, conduct thorough research, create an outline, get feedback from stakeholders, write the body copy, edit and refine, add formatting, graphics, and design, and create a landing page with a lead gen form. There are three main types of whitepapers: numbered list whitepaper, problem/solution whitepaper, and backgrounder. Each type is designed for different stages of the customer journey.