Whitepaper

Also called: white paper or e-paper

A white paper is a document or report that describes a problem and/or a possible solution, or that can help make a decision. Within marketing and sales, white papers do get used as a marketing tool or sales tool. There, white papers primarily serve to promote a product or service.

By combining an informative approach to a problem or need with information about a product, service or company, a white paper can be used to convey a commercial message to interested parties. In digital form, white papers are considered a form of content marketing. Digital white papers are closely related to e-books.

In the business market, white papers are widely used to generate leads, present a business case or project, or inform or entice potential customers. Publishing a white paper can help create a trustworthy image(thought leadership).

The audience of a white paper does not necessarily have to consist of (potential) customers. It can also consist of partners, journalists or potential investors.