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A white paper is a certain type of report that is distinctive in terms of purpose, audience, and organization. This resource will explain these issues and provide some other tips to enhance white paper content. Originally, the term white paper was used as shorthand to refer to an official government report, indicating that the document is authoritative and informative in nature. Writers typically use this genre when they argue a specific position or propose a solution to a problem, addressing the audience outside of their organization.
Find Mezzanine on social:. So much has changed in just a few short years. A key piece of the marketing strategy puzzle for any manufacturing company is to market to the people and organizations When it comes to business-to-business lead generation, blogs are a powerhouse. They help B2B companies demonstrate thei B2B Marketing Blog. Whitepaper vs. Subscribe to Email Updates. Search Blog Posts. Popular Stories. Search Categories Subscribe Most Popular. Written by Lisa Shepherd on December 05, Articles In the world of marketing, an article is usually a 1 - 2 page piece of content.
Whitepapers A whitepaper is usually 6 or more pages. The best of both worlds The best way to get the value and credibility of a whitepaper, combined with the lesser-investment and speed of an article, is to make both out of one. In these cases, the goal is to present and defend a specific viewpoint with no direct sales or commercial interest in mind. Some of these types of white papers will be published by trade magazines, appear in conference proceedings, and even be cited in other literature.
While they are not neutral per se, they are not commercial in intent. Commercial white papers can be helpful. For a potential customer considering a product, it can present a lot of information and statistics in a streamlined form, help the reader convince others about their support of a product, and identify practical ways to decide whether or not the product is a good match for one's needs.
It's important for readers to always keep in the back of their minds, however, that it is a marketing tool that may not present a complete picture. In an academic hierarchy , the scientific paper will be considered superior, since they are unbiased and peer-reviewed. Ideally, a consumer will use both white papers and scientific research to make the best decision for their needs.
Editor's Note: This post was originally published in December and has been updated for freshness, accuracy and comprehensiveness. Excerpts and links may be used, provided that full and clear credit is given to EOS Surfaces and EOScu Blog with appropriate and specific direction to the original content. Partner Login Request a Sample. Facebook Twitter Pinterest. Partner Login. An Educational Blog. Difference 1: The Author Commercial white papers are written by a company's in-house staff or by a freelance writer under contract.
Difference 2: The Goal The goal of the white paper is to direct the reader towards making a specific decision. Difference 3: The Results If the goal of the white paper produced by a for-profit company is persuading the reader to reach a specific conclusion, then the desired result of that document is a sale by the company that sponsored it.
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