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. White papers are often written to help make a decision. So within marketing and sales, white papers are used as a marketing tool. In this case, white papers serve to promote a product or service.
By combining extensive information about a problem or need with information about a product or service, a white paper can be used effectively as a commercial message. In digital form, white papers are considered a form of content marketing. Digital white papers are closely related to e-books. Comercial white papers are often free to download. However, you are often asked to leave your personal information first so that the company can contact you later.
In the business market, white papers are widely used to generate leads, present a business case or project, or inform and entice potential customers. Publishing a white paper can help create a trustworthy image (exercise 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.
