Answer) A white paper should include original research to increase credibility and lead as a thought-leader. White papers should include visuals, graphs, charts, and statistics that make white papers more interesting and trustworthy. It should also contain a relevant and captivating headline as well as an apt summary or conclusion. A great white paper should be in tune with the brand’s voice with great designs complimenting the brand. White papers must also have a landing page and call to action that help increase sales and generate leads. A valuable topic and interesting information are what create an ultimate white paper.