What is a White Paper?
A white paper is an authoritative, in-depth report on a specific topic. In marketing, white papers are used to educate readers, establish thought leadership, and generate leads by providing valuable, research-backed content.
White Paper Characteristics
- Long-form content (typically 6-50 pages)
- Educational and informative tone
- Research and data-driven
- Addresses specific problems and solutions
- Often gated as lead magnets
Types of White Papers
- Backgrounders: Explain technical features/benefits
- Problem-Solution: Present a problem and your solution
- Research Reports: Share original industry research
- Thought Leadership: Offer unique perspectives on trends
White Paper Best Practices
Focus on educating, not selling. Use data and research to support claims. Make it visually appealing with charts and graphics. Include clear takeaways and next steps. Gate strategically for lead generation.