What are white papers?

White papers are used by marketers to promote a specific business process or idea. They are designed to advance knowledge about a specific issue rather sell products or services.

How white papers work

  1. Research-based

    While white papers can be part of a marketing strategy, they are designed to share knowledge and to position a company as thought leaders in their business sector. They are primarily educational.

  2. Brand positioning

    White papers are neutral in presentation of research and ideas but are used to build brand credibility. Providing useful information to potential clients and customers is a powerful way to open up opportunities to sell products and services.

  3. Comprehensive

    White papers are in-depth and cover complex issues that can't be captured in a blog post or marketing pitch. They connect with potential customers on an intellectual level.

Why white papers matter

  1. They are authoritative

    White papers bring a level of depth to marketing outreach that other marketing activities can't. They lend credibility to a brand and position it as a thought leader in its sector, which can be a powerful leverage point for positioning a company to its key audience.

  2. They can advocate

    White papers present data points that can change the minds of consumers and advocate for positions that are favorable for marketing and sales of a company's products and services. The format of white papers limits consumer skepticism about a company's motives.

  3. They connect with potential new consumers

    The Internet has conditioned consumers to research products and services before making a purchase. White papers that educate consumers about a topic at a high level can build brand credibility with potential new customers and position a brand as an important source of information for consumers.