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