Common Types of White Papers
|Position Paper||Explains and advocates a standard, trend, or technology. Explains why this standard is important to the potential customer.|
|Business Benefits||Explains why potential customers need or want the product.|
|Competitive Review||Positions the product and differentiates it from competitors.|
|Evaluator’s Guide||Provides a thorough explanation of the product’s features and functionality.|
Length: White papers can be from 4 to 24 (or more) pages long. They are most often around 10 pages.
Tone: Most white papers take an authoritative tone. Some contain a marketing “spin” to boost a certain service, trend, product, or technology.
*Adapted from Gordon, M. & Graham, G. (2003). The art of the white paper. Retrieved from: http://www.gordonandgordon.com/downloads/art_of_the_white_paper_2003.pdf