What Is a White Paper: Definition, Purpose, and Key Characteristics

Definition and purpose of white papers

• Authoritative document: A white paper is an authoritative report or guide that informs readers about a complex issue, analyzes a problem, and presents a solution
• Problem-solution approach: White papers typically define a problem, list pain points, and present steps of a possible solution
• Expertise demonstration: They showcase a company's or organization's expertise in a given area, establishing them as a reliable source of expert information
• Content marketing tool: White papers are used in content marketing to educate and engage audiences about specific topics

Key characteristics of white papers

• In-depth and technical: White papers are more technical and in-depth than other content types, often including original research or statistics from reliable sources
• Data-centric: They are typically data-centric and text-heavy, with a formal tone due to the large amount of research involved
• Visual elements: White papers often include data visualizations like charts, graphs, and tables to support arguments and make information more digestible
• Length: Generally longer than other content types, white papers provide comprehensive information on a topic

Common uses of white papers

• Government policy: Originally used by governments to provide in-depth background information on topics of public interest, including proposed and existing legislation and policies
• Business-to-business (B2B) marketing: Commonly used for B2B marketing, targeting wholesalers or retailers
• Lead generation: Used to generate leads, as readers are often willing to exchange personal information for valuable content
• Thought leadership: Helps position a company or organization as a thought leader and authority on a particular topic

Structure and content of white papers

• Executive summary: Include a one-page synopsis that captures the main argument, serving as a "movie trailer" for the full document
• Problem statement: Clearly define the status quo, troubles, or issues faced by the target audience
• Research and evidence: Present research results to support arguments and establish authority on the subject
• Solution overview: Introduce the proposed solution with a clear definition and possibly a model or framework
• Benefits and impact: Outline the benefits and expected impact of the solution for different target groups
• Real-world examples: Provide mini case studies, testimonials, or proofs of improvement from customers

Best practices for creating white papers

• Thorough research: Conduct lengthy original research, aggregating statistics and searching through scholarly work
• Unbiased information: Provide unbiased, educational information that helps the reader, rather than trying to persuade like a sales pitch
• Responsive design: Ensure the white paper is responsive across all devices to maximize readership
• Targeted content: Map the buyer's journey to your specific content ecosystem and tailor the white paper to the most valuable stage

FAQ

What is a white paper?

A white paper is an authoritative report or in-depth guide that presents a specific problem and proposes a detailed solution. It's typically used in government, business, and marketing to educate readers, establish expertise, and influence decision-making.

What is the white paper definition in business?

In business, a white paper is a comprehensive document that analyzes a complex issue, presents research findings, and offers solutions to specific problems. It's often used as a marketing tool to demonstrate expertise and generate leads.

What is the main purpose of white papers?

The primary purpose of white papers is to educate readers about a complex issue, analyze a problem, and present a detailed solution. They aim to establish the author or organization as an authority on the subject and influence decision-making.

How are white papers different from other content types?

White papers are more technical, in-depth, and data-centric than other content types. They typically include original research, statistics, and a formal tone. White papers are also generally longer and provide more comprehensive information on a topic.

How are white papers used in marketing?

In marketing, white papers are used as content marketing tools to educate and engage audiences about specific topics. They help generate leads, as readers often provide contact information in exchange for valuable content. White papers also position companies as thought leaders in their industry.