A white paper is a formal document outlining your company’s area of expertise and focus in a particular industry. These types of reports are authoritative in nature and are an extremely valuable marketing tool. While they have many similarities to business reports, white papers are distinctly different and unique.
White papers combine industry-specific knowledge and research into a document that makes a case for a specific solution or recommendation to a problem. Through the course of the document, the reader is taught to understand an issue and solve an identified problem through the lens and opinion of your brand or business.
White papers are business focused and rely heavily on research and text content to strengthen their argument and highlight their business prowess. Due to their overwhelming research component, the tone of white papers is often formal and business-focused.
A white paper can also be a component of a marketing strategy for any type of product or service and a formal way to present a problem, solution or expertise in a business-minded format. Unlike blog posts, social media or other forms of content marketing, a white paper is written for a very select target audience, not the general public or consumer.
There are various types of white papers that a business may publish to attract a following. Commonly, white papers either do an in-depth analysis and/or breakdown of what benefits their business/product/service can offer for the consumer or explains how their business/product/service can solve a common issue in the industry or market. Some even opt to conduct an interview with an industry expert and use their answers to support their business.
Whatever type you plan on publishing, the tone and contents of the white paper should be authoritative. They’re meant to explcitily showcase the level of mastery and expertise that your business has in that given topic/industry. The role of a white paper is to establish a company as a thought leader in a particular industry as well as to market themselves to future consumers or investors. White papers are not internal documents and should be written with that perspective in mind. They are a valuable tool for attracting and obtaining new business opportunities.