Learn what is a white paper in marketing, sales, business, and research, what a white paper looks like, and the main purpose and types of white papers.
Short answer
In business and marketing, a white paper is a detailed document that combines research with persuasive content.
A white paper is used to explain a specific aspect of a product, service, or industry, demonstrate expertise, and help potential clients make informed decisions - often with the goal of leading to a purchase.
What’s the difference between a white paper and a report?
A white paper makes a clear case or shares a specific point of view to inform or influence a business decision. A report, on the other hand, just presents the facts—without taking a position or making an argument.
Reports are descriptive and neutral; white papers are more interpretive, often guiding the reader toward a conclusion or course of action.
What’s the difference between a white paper and a research paper?
A white paper is a business tool - meant to explain something, share a viewpoint, or support a recommendation. A research paper is academic - built around a hypothesis, formal methods, and peer review.
Both rely on evidence, but white papers speak to professionals, while research papers aim to add to academic knowledge.
What is the purpose of a white paper?
In business and marketing, the purpose of a white paper is to explain a key topic in depth and build trust by showing your expertise.
When you show a clear understanding of your customers’ challenges—better than your competitors—you’re more likely to be the one they remember when it’s time to buy.
NOTE: This post focuses on the basics. If you're after some practical knowledge, check out our guide on how to write a white paper that also comes with some white paper examples.
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