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White paper definitions White papers and other documents White paper readers White paper sponsors White paper writers White papers past, present, and future Clearly none of these exotic definitions do the trick.

Then you can solidify and back up your ideas in a white paper where you can pour more time and effort into the research, writing, design, and promotion.

Back to top White papers and brochures are almost complete opposites.

Numbered lists provide a light and lively roundup of highlights about some issue #3.

Problem/solutions recommend a new, improved solution for a nagging business or technical problem You can effectively combine two of these flavors: This yields five main flavors of white papers.

Problem/solution white paper: for prospects near the start of the buying cycle who are using the Web to research a nagging business or technical problem Back to top Remember that there are no “rules” or universal standards for what makes a white paper… By my definition, a problem/solution white paper contains useful information to help people understand some relatively new, complex or expensive offering they are considering buying for their business.

There are many other types of useful information, but I don’t consider them white papers.

Backgrounders describe the technical features and benefits of a product or service #2.

White papers, on the other hand, are persuasive essays about a certain product, service, technology or methodology.

White papers appeal more to logic through irrefutable facts, iron-clad logic, impeccable statistics and quotes from industry opinion-makers.

For a longer discussion, see my article “When is a white paper NOT a white paper.” Back to top White papers and blog posts are usually quite simple to tell apart.

White papers are usually PDF downloads of 3,000 to 5,000 words.

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