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In government[ edit ] The term white paper originated with the British governmentand many point to the Churchill White Paper of as the earliest well-known example under this name. They can also serve as educational techniques. Publishing a white paper tests public opinion on controversial policy issues and helps the government gauge its probable impact.
Also known as consultation documents, green papers may merely propose a strategy to implement in the details of other legislation, or they may set out proposals on which the government wishes to obtain public views and opinion. In business-to-business marketing[ edit ] Since the early s, the term "white paper", or "whitepaper", has been applied to documents used as marketing or sales tools in business.
These white papers are long-form content designed to promote the products or services from a specific company.
As a marketing tool, these papers use selected facts and logical arguments to build a case favorable to the company sponsoring the document. B2B business-to-business white papers are often used to generate sales leads, establish thought leadershipmake a business case, or inform and persuade prospective customers, channel partners, journalists, analysts, or investors.
White papers are considered to be a form of content marketing or inbound marketing ; in other words, sponsored content available on the web with or without registration, intended to raise the visibility of the sponsor in search engine results and thus build web traffic.
Many B2B white papers argue that one particular technologyproduct or method is superior to others for solving a specific business problem.
They may also present research findings, list a set of questions or tips about a certain business issue, or highlight a particular product or service from a vendor.
Describes the technical or business benefits of a certain vendor's offering; either a product, service, or methodology. This type of white paper is best used to supplement a product launch, argue a business case, or support a technical evaluation at the bottom of the sales funnel.
Presents a set of tips, questions, or points about a certain business issue. This type is best used to get attention with new or provocative views, or cast aspersions on competitors. Recommends a new, improved solution to a nagging business problem.
This type is best used to generate leads at the top of the sales funnel, build mind shareor inform and persuade stakeholders, building trust and credibility in the subject. Several variations on the colour theme exist: The green paper is a proposal or consultative document rather than being authoritative or final.
Two others are much less well established: A blue paper sets out technical specifications of a technology or item of equipment. It is synonymous to the more widely used term preprint.White papers are at the forefront of an educational marketing revolution.
Powerful enough to lure readers and able to persuade with unyielding strength, the well-written white paper is a super weapon in the marketing professional's arsenal. Are you worried that your white papers aren’t getting the attention they deserve?
In the business world, a white paper means an in-depth informational report that explains a complex concept or provides a persuasive solution to a problem.
A white paper is considered to be a standard marketing tool today. Statistics show that decision makers in organizations use them as their first external source of information.
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