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Case Study vs. White Paper: What’s the Difference?

Creating high quality, helpful content at a regular cadence is key to generating inbound leads for your technical business. Case studies and white papers are two of the most powerful and sought-after types of content by engineers, and both can help you generate technical leads for your business.

But how do you decide on a white paper versus a case study, and what’s the difference?

According to our State of Marketing to Engineers Research Report , white papers and case studies are viewed as highly valuable when it comes to researching engineering trends, technologies and products/services.

What form(s) of content do you find most valuable when researching to make a significant work-related purchase? Please select all that apply.  (n = 699)

While we recommend creating both white papers and case studies as part of a robust content plan , the two content types serve different purposes, funnel stages and audiences.

White Papers

A white paper helps a reader understand an issue, solve a problem, or make a decision by offering technical information, images and diagrams. It’s a lengthy piece of content at approximately 2,000 words or 6 pages. 

White papers are at the heart of a strong B2B content marketing plan, and seek to build thought leadership in an area that aligns with your marketing or campaign strategy. A white paper addresses your target audience’s pain points, similarly to a case study, but goes deeper into explaining the research and proof points to support your methodology.

White papers can be an effective way to target people at all stages of the funnel. One white paper could create awareness of a persona’s problem, thus targeting someone at the top of the funnel, while a second could focus on advanced product uses, targeting someone at the bottom of the funnel or even an existing customer. 

Best Practices: 

• A table of contents if it’s longer than 3,000 words
• A bold title (i.e. controversial, lessons learned), ideally 55 characters so it will display well in search engines
• Descriptive text and not industry buzz words, and ensure you spell out acronyms on first occurrence
• An abstract and executive summary
• Use data to support your point(s)
• Cite all research sources

As this is lengthy content, it can often take up to six weeks to write and complete a white paper. Start with an outline and review it with your team internally to ensure alignment on the objectives.

• Promote them on your website
• Blog about them
• Repurpose them into slide decks and deliver them as live or on-demand webinars for added impact and thought leadership

As valuable, in-depth technical content, white papers should also be gated by forms. When building out the form, consider how valuable the content is to the potential reader, and select fields that reflect that. Forms perform best when they include 3-5 fields, and stick to work email, name and company name. Learn more about best practices for gating content .

You should take care to keep white papers up-to-date to maintain technical accuracy and credibility. Typically, a white paper has a lifespan of 1-2 years before it needs to be updated, but this can vary by industry.

White paper example

Case Studies

A case study teaches by example, featuring extended testimonials on how a product or service helped a customer in the real world. It’s considerably shorter than a white paper, typically measuring around 800 words.

• Benefits-oriented headline
• One-sentence challenge with one-sentence solution
• Up to 1,000 words explaining how your products and/or services solved the challenge
• Illustrations, images, charts/graphs with captions

Specific results data as proof points (i.e. money savings, decreased time to market

Case studies are best suited for audiences at the top or middle of the funnel. Use them to create awareness of a problem and show the reader a solution that worked for a real-life customer - with case studies, you highlight your successes in a way that will help an ideal potential customer come one step closer to becoming a new customer. 

• Share an image and caption on social media with a link to your website to read the full case study
• Submit them for trade show paper contests
• Repurpose them into news releases or videos
• Use them as sales enablement content at onsite visits and trade shows.

Example case study from TREW client G Systems

Be sure to keep the focus 90% educational and 10% promotional and lead with benefits that speak to your target customer’s pain points, versus a product or services pitch . Due to this focus, and the shorter form, case studies are not typically gated by a form.

Case studies can be time-consuming, often requiring internal approvals from the customer and deep research. Due to the increased number of involved parties, putting together a case study can be slow going and may require an extended timeline. Their shelf life does tend to be longer than that of a white paper, remaining effective for 2+ years before requiring updates.

See this blog post for more information on a recommended content cadence.

Ready to get started? Review your B2B buyer personas and content plan and identify any gaps that could be met by a case study or white paper. Start slow, and work up to producing one of each per quarter to steadily generate leads for your company.

For more information on building out your content plan, read our guide to Getting Started with Content Marketing . 

TREW is a marketing agency dedicated to reaching engineering and technical audiences through a range of marketing initiatives.   Contact us   today to learn more about the services we offer. 

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Morgan norris.

About TREW Marketing

TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.

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Blog Marketing

20+ White Paper Examples [Design Guide + White Paper Templates]

By Sara McGuire , Jun 28, 2023

There’s a reason why white papers are a marketing staple. When created right, white papers boost your authority, solve problems for your clients and stakeholders and act as powerful lead magnets.

But how to you create a white paper that will drive results? In this guide and with the help of Venngage’s White Paper Maker , you’ll learn how to write and design white papers that engage readers, impress clients and generate sales leads.

To add an element of enjoyment to the process, you can explore our collection of white paper templates that offer captivating and informative formats for narrating your story.

[Watch] How to Create a White Paper with Venngage:

White paper examples we’ll cover (click to jump ahead):

Business white paper examples, marketing white paper examples, government white paper examples.

• Policy paper examples

Research white paper examples

Hr white paper examples.

• White paper FAQ

Without further ado, let’s dive right in.

Businesses write white papers for a number of reasons. It’s a great document to showcase a company’s expertise in the field and to win over investors. A white paper can also be used for marketing purposes and brand awareness (which I’ll discuss in the next section ).

Here’s an example of a business white paper:

This business white paper example by Google aims to persuade the reader into adopting AI by leveraging Google’s authority. It also contains a technical deep dive for more advanced readers.

This is a perfect case of a business using white papers to demonstrate its expertise and establish itself as the thought leader in the industry.

To create a business white paper like this one, you can use a white paper template . Here’s an example of one:

Just so you know, some of our templates are free to use and some require a small monthly fee. Sign up is always free, as is access to Venngage’s online drag-and-drop editor.

This business white paper template discusses the importance of employee engagement and different strategies to optimize engagement in a company. A staffing consultancy firm could create a business white paper like this one to demonstrate its expertise.

Now, if you already have a draft of your white paper content, you can just copy and paste it to a template you like. (If you haven’t written it yet, here’s a white paper writing guide you should definitely check out!)

But how do you make the most out of a business white paper template like the one above? Let’s take a look at some design tips you can apply:

1. Create an eye-catching white paper cover page

Don’t underestimate the effectiveness of an eye-catching cover page. Like the cover of a book, a captivating cover page will entice people to open it and read it further.

At first glance, your readers should have an idea of what the white paper will contain. Use a photo that reflects the theme of your white paper, or create a visual using diverse icons .

Let’s check out a B2B white paper example on employee engagement. The two men on the cover could easily be a manager speaking with one of his team members. 

Both look energized and engaged, indicating that this business white paper will offer valuable insight to companies looking to invigorate their employees.

2. Highlight key takeaways to summarize the information in your white paper

White papers tend to pack a ton of information within their pages. But in reality, many people aren’t going to take the time to read the whole paper cover to cover.

Try highlighting a few key takeaways that will get them excited about reading your white paper. Or outline exactly what they will trade their time to learn about.

As you can see in this white paper example, there’s a whole section that highlights the key takeaways in the report. Because it’s right on the front page, it’s hard to miss, which is a nice touch:

Pro Tip:  Not sure which template is right for your use case? Venngage has a massive catalog of 500+ professional and engaging templates you can customize today. No more boring Word documents or endlessly struggling with expensive design tools.  Browse our white paper templates.

3. Incorporate photos which resemble your target users in your white paper layout

Photos help create a connection between the information in your white paper and your reader. Using a photo on the cover also tells the reader what they can expect to find within the pages.

In this healthcare white paper template, the image of a child with a sugary dessert connects directly to the topic. The reader will instantly know what the paper is about.

If your goal with white papers is to promote your services and generate leads, your message needs to be memorable. Incorporating visuals resembling your target audience is one way to do so.

This content marketing white paper template depicts someone hard at work while downing a cup of coffee. The image would resonate most with professional marketers you’re trying to reach in a B2B capacity:

Businesses can use white papers as part of a content (and sales) marketing strategy such as lead generation . Most of the time, the white paper is gated — you need to insert your contact information before downloading/accessing the document. Here’s an example:

This white paper example by Frost & Sullivan (commissioned by Samsung Electronics America) explores the trends in the insurance industry. Specifically, it discusses the impact of digital transformation on this industry and how companies can deal with the change.

In order to access the white paper, you need to put in your contact information:

Now, let’s take a look at some more white paper design tips you can apply to make the best out of your marketing white paper:

4. Use high-quality photos with a consistent style

Photos, icons, and illustrations can play an important role in how effectively your white paper communicates information. It’s almost as important as knowing how to write a white paper that conveys information succinctly.

Don’t just use images for decoration. Instead, use photos to illustrate important concepts, to make information easier to understand, and to convey a mood. Marketing white paper examples, like this one, use bright, colorful photos to engage and excite readers.

Venngage’s integration with Pexels and Pixabay makes it easy to find thousands of high-quality stock photos. Check out our  guide to incorporating stock photos  seamlessly into your design. 

Pro Tip:  Use Venngage’s image swap button to change the images in a template in just 1-click. Your images and icons will be replaced with a new image that is already formatted to the template.

5. Use a neutral color scheme for a modern technology white paper design

Say you want to create a white paper to introduce new technology or explain tech-based solutions to problems. A white paper design with a sleek, modern and minimalistic design will likely appeal to techie people.

Pick a neutral background color like white or light grey. Then, pick visuals with similarly sleek color schemes. Tech white paper examples like this use a cool and muted grey palette:

But a great way to add some visual appeal to your white paper layout is to pick an accent color that you can use to make parts of your page pop. For example, this content marketing white paper template contrasts two cool corporate blue accents:

Pro Tip:  With Venngage, you can scale your white paper creation without sacrificing quality. How? Once you’ve created a white paper you like, save it as a template to reuse it again. Or hand the design reins to a team member. Want to create a white paper with your team? Our  real-time collaboration  feature (Business plan only) can help.

Learning how to write a white paper that speaks to your readers is important. For example, when selecting images for your white paper, keep an eye out for people who resemble your target audience .

This will help communicate that your white paper is actually relevant to the group you’re trying to reach.

That said, in some cases, including photos resembling your target audience might not make sense. If this happens, I’d recommend including non-generic stock photos or authentic product images. 

This modern business white paper template uses real product images as well as authentic stock photos to give it that visual flair:

Pro Tip: Need help with creating personas for your target audience? Our in-depth user persona guide  will help you quickly get upto speed.

6. Use creative backgrounds for a trendy white paper design

A simple design trick to make your white paper more engaging is to use the right background. You can opt for a simple background pattern design to add some visual impact to your white paper layout, or even try a trendy color gradient.

For example, take a look at how a color gradient background gives this content marketing white paper template some wow factor:

Here’s a simpler marketing white paper template that opts for a vibrant color gradient background but with simpler font choices to give it a sleek professional look:

Alternatively, you can use a different color gradient on your white paper template to make it stand out. Remember to keep your branding in mind when choosing the color combination so readers recognize the white paper as belonging to your brand.

It’s so easy to experiment with white paper backgrounds, so don’t be shy about trying out different options. With Venngage, you can change your white paper background with 1-click:

Pro Tip: Even if you don’t have any design experience (I don’t), the right background image can instantly make your white paper look more polished and professional. Keep this simple yet effective trick in mind, so you can create white papers that captivate readers.

7. Include calls to action throughout your white paper

If you’ve been wondering what makes a great white paper, it’s the strategic use of calls to action (CTAs).  It’s an important part of understanding how to write a white paper that readers will engage with.

In a white paper, there are plenty of opportunities to position your product or service as a solution to your target audience’s pain points. This means that there will be ample opportunities to include CTAs throughout your white paper.

For example, if you mention a feature of your product, you can place a clickable CTA button beside it:

CTAs are a great way to move people through the  sales pipeline , from your white paper to a  landing page  or blog post. 

Governmental organizations write white papers to outline policies before proposing new bills and legislations. A white paper is a good tool for gathering feedback from the public before implementing wide-reaching policy changes.

This is an example of a government white paper:

There are a lot of ways you can make your government white papers more engaging. Here are some design tips:

8. Make your page numbers stand out so your white paper is easy to scan

When designing your white paper, it’s important to keep your readers in mind. Don’t just think about what they want to read, but how they want to read it.

Your white paper isn’t the latest installment of Stranger Thing s , so it’s unlikely that every reader is going to sit down and read it cover to cover. In fact, there’s a good chance they’re going to want to skip ahead to specific sections that interest them. 

Making your page numbers easy to read will be appreciated by your readers who are trying to locate a particular topic in your white paper.

Take a look at the page numbers in this policy white paper template:

The above government white paper template can be used by a government to communicate complex social, political, and economic issues to an audience.

Healthcare white paper templates, for example, can be useful in proposing healthcare policies to the general public.

Governments can distribute healthcare white papers to communicate crucial healthcare policy changes to residents in an easy-to-read and accessible format (just like the one above by the American Heart Association).

The white paper example below has a format that’s easy to customize for any industry. Its straightforward table of contents and simple design elements keep the focus on the text.

Go ahead and customize this template with our intuitive drag-and-drop editor:

You can create a functional table of contents by adding hyperlinks to individual chapters and sections. This will help your readers navigate the white paper’s contents.

Select the text you’d like to turn into a link, then click the link icon in the top bar. Along with the option to add a URL, you can select pages within the eBook. When you download your design, download it as an  Interactive PDF .

9. Highlight themes in your white paper template using icons

This white paper template, from the cover page onwards highlights the cybersecurity topic it is focused on — phishing scams — by using a hook icon. The cover also introduces a circle motif that is used throughout this technical white paper, to give it a cohesive design and summarize information.

Pro Tip:  Do you work in a boring industry? Whether you’re in finance, law or health care, you can set yourself apart from the competition by creating engaging, yet informative white papers. A well-designed white paper can give you an unfair advantage when it comes to making technical information easy to understand and positioning the value of your business.

Policy white paper examples

Good policy white paper examples include a brief description of the scope of a problem or issue to be discussed, alongside recommendations.

This policy white paper from the Australian government is a good example:

Policy papers also include data to give context to issues. The Australian policy white paper above includes a bar graph describing the percentage of Australians born overseas to illustrate the country’s multicultural societies:

On that note, here’s some ways to best incorporate data visualizations to your white papers:

10. Visualize your white paper data using charts and pictograms

A common problem that marketers and consultants face when creating white papers is finding a way to make the data engaging and easy to understand. 

The solution? Visualize your data using charts and pictograms.

While everyone on your team is busy creating boring Word documents, you can be the creative genius that uses charts and pictograms to create visually engaging white papers.  

The type of charts you use will depend on the type of data you’re visualizing. Here’s a guide to picking what types of charts to use that can help you there. 

You could use a line graph to show revenue growth over time . Or you could use pie charts to show parts of a whole, like in policy white paper examples such as this.

Pro Tip: With our online graph maker, you can create charts and graphs that are more creative and engaging than standard Excel charts. A plain old bar graph won’t do much to inspire anyone, but a creative chart that tells a story can. 

Pictograms are also a creative and effective way to visualize statistical data. Take a look at how pictograms are used in technology white paper examples like the below. They act as visual aids to showcase key statistics and changes as it relates to the IT sector.

Don’t be afraid to mix it up. They say variety is the spice of life — the same can be said of white papers! This business white paper design, for example, combines both bar graphs and pie charts.

For more ways to add data visualizations to your white papers, check out this post: How to Visualize Data In Your White Papers

Just like other white papers, research white paper examples include reported facts and data aimed at educating readers around a particular topic. Research white papers are also written to help readers understand and address specific problems.

If you’re writing a research white paper for your business, here’s some ways to make it more engaging:

11. Highlight featured quotes using a big font

This is a design trick you’ve probably seen used in magazines and news publications. Well, guess what — it works great for white paper design as well! Pull particularly impactful and persuasive quotes and make them stand out from the rest of the text using big, bold fonts.

Not only will this draw readers’ eyes to the quotes, but it also gives your page design more visual variation. Company white paper examples like this one use a bright orange font to help their featured quotes stand out.

Human resources white papers tackle issues around employment, management, employee retention and churn. HR white papers can also be used to attract potential employees by showcasing the company culture and ethos.

12. Incorporate your branding into your white paper design

To improve brand recognition , you need to have consistent branding across all marketing collateral. This not only helps your marketing efforts  but also helps you maintain consistency in your internal and external comms.

Be sure to incorporate your logo , brand color palettes, and fonts into your white paper design.

Venngage’s Brand Kit makes it easy to save your logos, brand color palettes, and brand fonts for later. Then, you can easily apply them to your designs with one click. No designer needed:

Try thinking of creative opportunities to incorporate your branding . This white paper design, for instance, extends the use of its signature color beyond standard headers and icons.

It actually applies a transparent color overlay to the images, adding an additional punch of color and reinforcing its brand palette in an unexpected way.

Pro Tip: Need help with creating your own brand-style guide? Our guide on brand guidelines will help you create brand collateral that will dictate the look and feel of your brand and in the process, help you stand out from the herd.

13. Use icons to emphasize section headers in your white paper template

One of the primary purposes of a white paper is to visually communicate information in an engaging way. But many businesses end up creating something that reads like a college textbook. No one wants to read that…just ask any college student.

TechSmith studied over 4,500 office workers and found that people absorb information 7% faster when they’re given text with accompanying images, versus just plain text. When designing your white paper, look for opportunities to make the text easier to scan with visuals. 

An easy way to bring attention to important points is to place an icon beside the text. Government white paper examples like the one below are text-heavy. But the icons help direct the eye to each section header and break up the text.

This marketing white paper layout uses icons to punctuate the headers and add a dash of personality to reinforce its fun and lively color palette.

Here’s another example of a white paper design where icons are used to visualize points and make information easier to find.

14. Use a visual motif that reflects your white paper topic

A visual motif is a visual element that is repeated throughout your design. When you’re designing a multi-page document like a white paper or a report, your pages should have a cohesive look and flow.

To pick a motif for your white paper design, think of some themes reflected in your white paper. Is your white paper about social media engagement? Then a motif of birds (“tweeting”) or speech bubbles could work.

A white paper topic that is focused on establishing a sprint process could use a race track motif instead.

Hiring strategy white paper examples like the below use a leaf motif. Plants reflect the theme of growth associated with recruitment.

Or you can also use a simple shape motif throughout your white paper design. This approach is more subtle but can still lend to a cohesive and well-thought-out white paper design.

For example, this simple white paper template uses a hexagon motif (it kind of makes you think of a beehive, doesn’t it?).

15. Break up chunks of text with visuals when writing a white paper

When you’re laying out your white paper pages, put your storytelling cap on. Think: what kind of flow do I want my report to have? Where can I use visuals to emphasize certain points? Where can I illustrate an idea?

A common mistake novice designers make is to cram too much text into a page, rather than breaking up the text and giving it space to breathe.

Don’t hesitate to dedicate big chunks of your page–or the page in its entirety–to pictures. Images give the eyes a rest and help to reinforce information.

Visual headers are also a great way to break up expanses of text while still having the visuals serve a purpose (yay for purposeful design!). You can create your own illustrations using icons–they can make for some fun and quirky headers, like in workplace tech white paper examples.

16. Open your white paper with a boldly colored glossary

Like any design project, it’s important to start off on the right foot. You can do this by creating a glossary for your white paper. Think of it as a map that outlines exactly what your white paper will cover. 

In bright white paper examples like the one below, you can see how the designers used a bold color to bring attention to the glossary. This ensures that it will be seen by a reader, and actually used to navigate the content.

If you make your white paper design engaging, a lot more people are going to want to read it:

Try using a full-page color fill (like in this white paper example) for your glossary. Otherwise, readers may miss it when quickly flipping through the pages.

17. Include tables and boxes to emphasize key points and takeaways

Visualizing information or data isn’t limited to just graphs. When writing a white paper, you can also section off important pieces of information using tables and boxes.

In the white paper examples below, the designers used a table to organize key points and takeaways from each main section:

Here’s another example of a white paper layout that uses a table to highlight some key statistics:

Breaking up lengths of text with boxes will help make your white paper easier to read:

18. Vary the color, fonts, and styles of your headers

You can create a hierarchy by using a different font or color for your headers and sub-headers. This also helps give your page design more variety.

In this example, they use different fonts and colors for each level of header. This helps make the distinction between main and sub-headers more noticeable.

Your main design goal should be to create a white paper that’s engaging to readers and easy to navigate. When you are working with this much text, it’s important to make it easy to skim through.

19.  Dedicate pages to particularly important points

The primary goal of your white paper should be to educate readers. But you also want to strike a balance between being informative and entertaining.

If there is a central point that you want readers to remember, you may want to dedicate an entire page to that one point and an accompanying image to help drive the message home.

Pages like this should be used sparingly. That being said, they can deliver some real impact to readers.

Take this white paper example that dedicates a page to an evocative quote and photo:

20.  Allow for plenty of white space on your pages

Unlike one-page reports where you have to fit a lot of information into a small space, white papers allow for more freedom to spread the information out. That will allow you to create page designs with plenty of white space.

In the design world, white space is the empty space around design elements on the page. Leaving some room for your text and images to breathe will help your design look less cluttered.

Check out how this example uses plenty of white space on nearly every page. The result is an organized and modern white paper design.

21. Break chapters or sections into separate columns

Dividing your page into columns is a good way to organize your information and save space on the page. For example, in the white paper above, the Overview and the beginning of Chapter 1 are organized neatly into their own columns.

This makes it easy to jump from one point to the next, without getting lost.

22. Include a question on the front page of your white paper

Speaking directly to your readers can really grab their attention. Asking a question can get them to want to actually read your white paper.

In this white paper example, a simple question to the reader introduces what the report will cover. The designers even bolded it so it was the first thing readers would see!

Now they could have just said “We are going to cover Topic X” on the cover. But that doesn’t place their white paper in the perspective of the person it’s meant to help — the reader.

On the other hand, when you address a common problem people in your niche face, that will pique their interest.

23. Vary your page layouts to keep readers engaged

When people look at the same thing over and over again, it can cause visual fatigue. Their eyes glaze over and their attention drifts.

Varying your page layout will help keep readers engaged by going against their expectations. When the eyes have something new to look at, it’s easier to stay engaged.

This white paper template uses a few different page layouts. One page may have a featured image, another a large quote, and the next only includes written content. This white paper layout is fresh and interesting.

Use these white paper examples to create a design that reflects your brand

Use these examples of white papers as springboards for your own unique and brand-appropriate designs. Knowing how to write a white paper that considers your audience every step of the way will help you develop the perfect response to their questions and make your designs accessible .

FAQs about white papers

What is a white paper.

In the business world, a white paper (or whitepaper) is an in-depth informational report that explains a complex or technical concept in addition to providing a persuasive solution to a problem. 

For example, here’s what a technical white paper looks like:

Unlike ebooks , which may address a broader scope of topics, white papers have a singular focus. They’re designed to solve a specific problem for readers and build brand trust in the process.

White papers are also research-based and widely considered to be a valuable resource. In fact, Equinet reports that a whopping 75% of B2B would share information about themselves and their company in exchange for a white paper.

What is the format of a white paper?

White papers can be formatted in any number of ways, but depending on your industry, you may want to consider formatting your white paper for printing on standard printers. In that case, it’s best to stick to a letter-sized page, whether in portrait (8.5×11) or landscape (11×8.5).

These documents also are best in the PDF file format; this is the easiest way both to share them online and to have them printed.

Why should you create a white paper?

White papers can be extremely valuable documents to educate your stakeholders, clients, and top-of-funnel traffic — when the white papers are actually interesting. According to the Demand Gen 2018 Survey Report , 71% of B2B buyers used white papers in the last 12 months to research purchasing decisions.

How long is a white paper?

Typically, white papers are around 3 to 20 pages long. But some white papers can be longer. A white paper should be long enough to cover the concept or problem at hand. Since this usually includes case studies or new research, plus explanations and analyses, a good rule of thumb is writing white papers to provide enough evidence to back up your claims.

How to write a white paper that people will actually read?

If it doesn’t have an appealing design, your white paper probably isn’t going to work as well as you want it to. As with any type of content — from writing blog posts to making presentations to crafting ebooks —a lot of your white paper’s success comes down to the design.

Take this eye-catching hiring strategy white paper example; it uses dramatic images, colors, layouts, and icons to elevate its content to another level.

How to format a white paper with design in mind:

• Make sure your cover page immediately informs readers what your white paper is about.
• Summarize key takeaways at the start after writing your white papers.
• Don’t forget to think about your readers’ experience. Use clear page numbers to make it easier to scan your white paper.
• Visualize your data to make your white paper more engaging.
• Use consistent brand colors and fonts throughout your white paper format. This will make your design look more polished and professional.
• Use high-quality photos with a consistent style.
• Keep your target users in mind throughout the design process. If you’re using images of other people make sure they resemble your target users.
• Emphasize section headers in your white paper with icons.
• Break up walls of text with visuals like infographics and charts.
• Use a glossary to outline the specific topics you aim to address.
• Incorporate calls to action throughout your white paper design.
• Format your white paper to allow for plenty of white space. This will prevent your white paper design from looking cluttered.
• Switch up your page layouts to keep readers interested.

This article is also available in Spanish Más de 20 Ejemplos de White Paper Increíbles [Guía de Diseño + Plantillas] and Portuguese White paper: mais de 20 exemplos cativantes [guia de design + modelos]

You might also be interested in some of these helpful design guides:

• What is a White Paper? 15+ White Paper Examples to Get Started
• How to Write a White Paper (Tips & Templates)
• How to Visualize Data In Your White Papers
• What is a Marketing Plan & How to Create One [with Examples]
• 90+ Annual Report Design Templates, Inspirational Examples & Design Tips

What is the Difference between White Papers and Case Studies?

• June 14, 2021
• Using Case Studies

Case Studies and White Papers are types of B2B content that help businesses show their products or services are reliable and effective. However, while they both feature real-life testimonials and examples, the terms aren’t synonymous. This article will help you easily distinguish between them and determine which works best with your business model.

What is a Case Study?

A Case Study describes how your company overcame obstacles and solved a client’s problem. Also known as a Customer Success Story, it’s usually divided into the following three parts:

• Situation/Problem
• Results/Benefits

Case Studies put prospects in your client’s shoes and show what working with your company is like. Consequently, this makes Case Studies powerful selling tools, so post them on your website or incorporate them into your sales cycle.

Additionally, showcasing your best clients in a Case Study builds trust in your company. Prospects will be more likely to say yes to a partnership knowing that other established businesses have had verifiable positive experiences with you.

Click here to review the library of our Case Studies.

What is a White Paper?

A White Paper is an authoritative document that explores an industry-specific issue or topic. It showcases a solution, product, or service that your company offers or plans to offer.

A White Paper doesn’t focus on the experience of working with your company. Instead, it concentrates on a specific problem your company can solve and details about your company’s solution. 

White Papers are usually longer and more formal than Case Studies, and the content is often technical and supported by outside research. As a result, the audience of White Papers doesn’t consist of the casual, everyday reader. Instead, companies use White Papers to try to sell goods and services to prospects and clients and convince investors to take part in the company. 

Use White Papers as gated marketing content or send them directly to prospects and clients.

Click here to review samples of White Papers.

At a Glance: The Difference between Case Studies and White Papers

Refer to the following table to quickly view the differences between White Papers and Case Studies:

You know about the differences between Case Studies and White Papers now. However, do you know which do you need for your business? If you’re still not sure, get in touch with us. We’ll help you figure out what option is best for you.

Stef Mates, SuccessKit's Creative Director, has been writing, designing, editing, and managing a variety of content types for several different industries for more than 15 years. She started at the company as a freelancer in November 2019 and became an official part of the team in June 2021.

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Case Study versus White Paper

When you’re marketing your business—online or otherwise—you have a wide variety of tools at your disposal. If you’re trying to persuade a potential customer to use your services or buy your products, you may try to persuade them with a compelling website, content for SEO , blog posts, social media feeds, videos, and commercials.

If you have some really good reasons to sway an audience toward a certain conclusion, some other great tools are case studies and white papers. These types of content are longer and more detailed than other forms of marketing but can garner a lot of credibility and position your company as a thought leader.

If you need to decide between a case study versus white paper, read on to find out about the differences between them and the benefits of each.

What is a case study?

A case study, in a nutshell, is a record of research conducted in order to study a particular issue or situation during a certain period of time. Case studies don’t tend to be very lengthy, but they do include a lot of granular detail.

In a business case study, the writer may dive deep into the organization’s strategy, examine how buyers are using a product, or describe the current state of an entire market.

What should a case study include?

There are several key facets that a solid case study should include, like in this case study example . These are some of the major elements:

• An introduction to discuss the key problem or issue the case study will address
• Background information and overall context, such as a history of the issue or relevant facts
• A description of the objectives of the study
• What type of study was performed
• How the data was collected and any limitations on the data
• An analysis of the case
• Key findings or results of the research

How long should a case study be?

Like most types of content writing, the length of a case study is subjective. Case studies tend to range around five hundred to a thousand words—or rather, shorter than a full-blown research paper. The case studies are more like extremely detailed chunks of information on a particular topic and should be about two to five pages long.

How does a case study work?

The main function of a case study is to present the facts of an issue and thoroughly analyze it. The goal is to inform the reader about the issue and its causes and propose some different recommendations. From a marketing perspective, you could explain how your business or service is the best option to solve the problem at hand.

When would you use a case study in your marketing strategy?

If you think a case study is a good tool for your business, let’s look at how you may be able to leverage it in your overall marketing plan.

Obviously, printing it on your website is a great plan. You may also be able to write a blog post describing the case study’s findings. But you also want to make sure to disseminate it to the widest audience possible. To do this, you can send out copies of the case study as part of an email marketing campaign or distribute copies at company events or shows.

You can also link to the study on your social media accounts and build a social campaign around your results. If the study lends itself to further analysis, you may be able to use it in conjunction with a white paper to point people in the direction your company recommends to go.

What is a white paper?

A white paper is different from a case study in some key ways. A good white paper presents a logical argument rather than simply stating the facts of a case. Using white paper material is more academically rigorous and conforms to a standard format, like this white paper template,  by presenting a problem and a corresponding solution.

What is the purpose of a white paper?

White papers are part of the marketing and sales arsenal of many companies. They are long-form written pieces that describe an issue in detail and recommend solutions or final decisions on a problem.

White papers rely heavily on research and facts to help bolster an argument for an idea or a product. As a result, they can position your business as a source of thought leadership in your industry, establishing your group as a source of expertise.

How do you cite a white paper?

Because white papers originated as government documents and are now more academic, you may see them cited frequently in other research works. Different style guides recommend citing white papers in different ways. Here are some examples:

• APA style : List the name of the author or organization, the year of publication, the title of the white paper, the date of access, and the URL.

Lee, I. (2014). Marketing assets [White paper]. Retrieved July 2, 2022 from Ohio University Library, http://www.ohio.edu/

• MLA style : List the name of the author or organization, the title of the white paper, the name of the series or collection, the publisher and date of publication, and the URL.

Lee, Iain. “Marketing Assets.” Marketing Toolkit White Paper . Ohio University, 18 September 2014, http://www.ohio.edu/.

• Chicago style: List the name of the author or organization, the year of release, the title of the white paper and series, the name of the sponsoring organization, the date of publication, and the URL.

Lee, Iain. 2014. “Marketing Assets.” Marketing Toolkit White Paper. Ohio University Library, September 18. http://www.ohio.edu/.

Who is the target audience for a white paper?

When creating a white paper, you need to make sure it’s targeted toward the correct audience. The readers are likely people outside your organization who you want to attract to your products and services without giving an overt sales pitch.

Keep in mind that as part of your content marketing strategy, white papers should focus on problems that your audience wants to solve. If you offer a compelling solution, your audience will want to read all about it.

How do you persuade an audience to read your white paper?

To convince an audience to read your white paper and get all the way to the end, it first needs to be well written and offer compelling solutions to the issue at hand. With your expertise infused into one single document, it will become a master source of information to reach employees, potential customers and partners, or engineers and specialists looking to find out how something works.

You’ll need to make sure your white paper is easily accessible. You can place it prominently on your website or intranet, mail copies out in your direct marketing materials, and send it as part of an email campaign. Maybe it will even be worth a news release.

Differences between a white paper and a case study

As you can see, there are some key differences between a white paper and a case study. Case studies are shorter and descriptive. They present the details of a particular problem and how you gathered that information, then promote some solutions. White papers are longer and contain more technical research, and present the audience with very detailed recommendations or solutions to a problem.

Whether you create content internally or you plan on outsourcing content marketing , both types of content can serve your purposes.

Why should you create a case study?

Case studies may be your best bet if your goal is to evaluate a problem your business is facing. They are great if you need to break a complex topic down in layman’s terms and make it interesting.

Case studies can take your target audience on a journey. They can:

• Show your experience in a particular domain
• Showcase original writing
• Promote effectiveness within your organization
• Help close sales with a potential customer
• Demonstrate to existing customers that you are still their best choice

However, a case study tends to focus on a single project or idea and may not be applicable to your entire business or suite of products. It may also be more qualitative than quantitative.

Why should you create a white paper?

On the other hand, if you really want to demonstrate your expertise, you may want to focus your content marketing on a white paper. Because they are an educational tool, white papers can lay out information in detail while simultaneously presenting a persuasive argument. Many decision makers prefer using white papers to get thorough information and answers all in one place.

White papers can:

• Help generate leads
• Display original research
• Indirectly sell your products or services by explaining how you’ll address your customers’ problems
• Build trust with your audience (because you are establishing yourself as an expert)
• Boost SEO traffic on your website

Some disadvantages are that white papers can be time consuming to write, and the general public might consider them too “boring.”

How are white papers different from blog posts and e-books?

We’ve already discussed that white papers tend to be longer-form pieces. This differs from blog posts because blog posts are traditionally shorter (anywhere from three hundred to two thousand words).

White papers also differ from e-books, which tend to be more casual in tone. On the other hand, white papers are formal pieces of writing meant to establish expertise. In addition, white papers lean on data and research, whereas e-books are based on interesting trends and ideas and use far more visuals to help tell the story.

How to determine if you should use a case study or a white paper

So it finally comes down to determining if you should focus your content marketing on a case study or a white paper. No matter what kind of story you have to tell, focusing on quality content is the main consideration.

Ultimately, the goals of white papers and case studies are the same: to persuade your target audience to turn to your business to solve their problem—in other words, lead generation. Different marketing tools all have this same goal.

What makes the case for using a case study over a white paper?

If you aim to focus more on why you are backing a potential solution to a consumer’s problem and explain all the details of the problem you’re trying to solve, case studies are a great option. They may also benefit your business if you want to strike an educational tone without coming across as too sales-y.

Why use a white paper over a case study?

If you want to focus less on anecdotal evidence and instead stress how a consumer will benefit from your proposed solution to their problem, you may opt for a white paper. White papers can also be a great option if you want more of a hard sell document geared toward a B2B audience.

Another thing to keep in mind is that the material in case studies and white papers can be repurposed into blog posts, social media posts, and many other types of content.

Produce quality white papers and case studies with Elite Editing

If you’re still not sure which way to go when it comes to a case study versus a white paper, don’t give up hope. If you’re looking for a partner that understands your content needs, Elite Editing is here to help.

We have a full staff of writers, editors, and SEO experts at the ready to help craft top-notch case studies and white papers for your business. Getting a free quote is easy. Reach out to us today!

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What’s the difference between a white paper and a case study?

• August 31, 2022

There’s more than one difference between a white paper and a case study , even though they’re remarkably similar strategies. If you’ve heard terms like “white papers” and “case studies” tossed around by colleagues and not been sure you knew what they were describing, don’t feel bad. You’re not alone. There’s a lot of jargon used in today’s business world and much of it isn’t as well-known as its users believe.

What are white papers and case studies?

Both case studies and white papers share facts instead of promotional messages about a particular product or service. In simple terms, a case study is a matter of telling the world what you did for someone, how you did it, why you did it that way, and what the results were. A white paper is an informational document that explores a particular topic or issue. White papers often contain case studies that illustrate the matter being discussed.

For example, if the goal of your white paper is to convince potential customers to choose your veeblefetzer instead of the competition’s, you’ll probably focus on why the cross-cutting technology your veeblefetzers use is better than the industry-standard spiral cutting method. To illustrate the benefits, you include a case study in which Joe Schmoe at Perky Produce describes how your veeblefetzers helped his company core 42 percent more radishes per hour with a 16 percent lower labor cost.

So what is a white paper?

A white paper is a serious report that explores a complex issue to educate an audience. In a marketing or policymaking setting, a white paper provides enough facts and arguments to convince people that your product, service, or strategy offers the best solution for the situation, educating them while helping them reach the decision you want them to make. White papers can:

• explain what it is that makes your solution better than competing alternatives,
• summarize key information about a particular issue or problem to help the reader develop a stronger understanding,
• describe common problems your audience faces, and
• offer a detailed explanation as to how your approach provides the best solution.

White papers work well these days because everyone is struggling to do more in less time. Like you, your customers and prospects are hungry for good information, but they’re also busy. With limited time, they appreciate helpful content practical guidance that’s focused on their specific needs. They’re suspicious of advertising or other obviously sales-focused approaches, but white papers are different. They’re an authoritative document and based on facts, even when they’re about a company’s product.

And what is a case study?

As noted earlier, a case study is a way to tell the world what you did for someone, how you did it, why you did it that way, and what the results were. Often written in a format similar to a magazine article, case studies are a form of business story.  A case study is interesting to us because we learn from it and can apply it to our world.

Let’s say I’m a radish producer. Everyone I know in the entire industry looks up to Joe Schmoe. Not only is Joe a great guy, but he knows his radish coring. And he says your product lets him core 42 percent more radishes per hour. That could boost my profitability over the roof. That means more to me than 200 ads ever could.

What else can I do with a case study? You can use a case study in advertising, mailings, in email newsletters, on your website, on social media, as articles in trade magazines, in brochures — no matter how you communicate key features with your audiences, there are ways to incorporate case studies, many of which generate leads. Video case studies are a natural for your web and social feeds.

Is a white paper like a research paper?

Not like the kind of research paper you wrote in school. A white paper may present or explain research, but it shouldn’t be written in that stiff, formal academic style. It should be more like a conversation with you.

You see, we read white papers (and case studies) because we need to know something. Maybe we want to better understand new technical information we’ve heard about. Perhaps we’re desperately seeking a solution for a client’s problem that’s hurting their business. Or it could be that we want support for a marketing campaign recommendation we’re making to our bosses. Whatever the reason, white papers provide trustworthy information (and can be a source of inbound leads).

Is there special grammar for white papers and case studies?

White papers and case studies are very different from what you did in school, and the style of writing is nothing like the stuffy approach taught in high school English and college Composition classes. Most students quickly learn to use a lot of big words and complex sentences in the hopes of impressing the professor.

But writing white papers or a case study isn’t about trying to impress strict English teachers or jaded Composition instructions. Writing white papers is about selling. Telling. Convincing. Entertaining. Emphasizing. Doing that effectively demands copy that’s individual and personal. In fact, the more copy sounds like conversation, the more effective it tends to be.

That doesn’t mean you should ignore basic rules of grammar and syntax. The degree of grammatical correctness should reflect the situation and the audience. If the primary audience for your white paper is a group of university professors, you’ll want to make it more formal. But if you’re writing to industrial purchasing agents, your white paper should use the kind of language they use every day.

For example, when writing a white paper or case study, it’s okay to use contractions (like “can’t” or “won’t”) because they keep copy talky and friendly. It’s also okay to start sentences with conjunctions like “and” or “but,” and to end them with prepositions. And while you learned not to use “you” when writing for school, using it in a white paper will make it seem more like a conversation you’re having with the reader.

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How White Papers Are Different from Case Studies

• May 2, 2018

Home » How White Papers Are Different from Case Studies

There are many differences when it comes to white paper versus a case study with regards to the tone, destinations, gathering of people, topic, and straightforwardness of each record. Making high caliber, supportive substance at a normal rhythm is vital to creating inbound leads for your specialized business. Case studies and whitepapers are two of the most capable and sought after content formats by specialists, and both can enable you to create specialized leads for your business.

=== Table of Contents ===

What are whitepapers?

Whitepapers were initially utilized by government offices to display arrangement data. However over time it has emerged as a B2B marketer’s most effective inbound marketing tool . It is a powerful and educational piece intended to snatch the consideration of the reader while giving master understanding, specialized data, and a sensible contention keeping in mind the end goal to offer an item, administration, arrangement, or advancement.

A particular issue or obstruction is acquainted with the reader and the answer for it is introduced and illustrated. Outlines, charts, diagrams and other visual devices are typically incorporated into the white paper content to show data. The substance and tone of a white paper writing differ contingent upon the point and the forthcoming crowd.

What are case studies?

Case studies were at first utilized inside the field of sociology to test theories nearby measurement and are regularly used to analyze some social wonders. Organizations additionally deliver case studies. Statistical surveying, specifically, is territory in business where case studies are valuable. Case studies require a time of perception and additionally look into, ID of a particular issue, inadequacy, or wastefulness, the proposition of an answer, and assessment of how fruitful an answer was in understanding the issue. Like white papers, a case study analysis is utilized to introduce the advantages of an item, administration, or advancement; in any case, they additionally give genuine cases of how the item has turned out to be an answer for an issue or generally filled a void.

Because of the last mentioned, case studies normally give more prominent detail, except for Technical White Papers which give broad detail to engineers and other specialized pros on how an item functions or a technique is led. All the more frequently, white papers give data on how a business will profit by a proposed arrangement without depending on or focusing narrative proof. By virtue of their contrasting natures and zones of accentuation some white papers might be viewed as hard-offer archives, dependent upon the tone in which it is composed, while case studies content are normally drafted as delicate offer reports with to a greater extent an unpretentious, instructive tone.

The objectives of business or advertising case studies include: officials, clients, the overall population, and friend’s faculty. The target might be to build enthusiasm for an item, increment staff spirit, and bring certainty up in an organization and its capacity to give arrangements. Foundation data about an organization, including its piece of the pie, territories of specialization, and past victories, is regularly incorporated into keeping in mind the end goal to give a setting in which to put the case study

When directing case studies inside the fields of Social or Behavioral Science, people or gatherings are watched, and data is accumulated at that point examined, to frame decisions about connections as well as test speculations.

What are the differences between the two?

While every type of content looks to induce, case studies bargain more with examination and clarification to move down a proposed an answer, while white papers center around expanding the comprehension of an issue and offering the reader on the advantages of actualizing a specific arrangement, item, or administration, to tackle the issue. white papers are prevalently utilized as a part of business-to-business promoting to create leads, and to propose or display government strategy but at the same time are delivered in behavioral and sociology investigate.

Case studies are every now and again utilized as a part of business advertising, HR administration, and in the investigation of work and wellbeing markets, the viability of government strategy, intergovernmental relations, and different other sociology marvels.

White Papers were at first used to exhibit or propose government arrangement, while case studies were at first brought into sociology examine. A white paper gives the advantages and basis to the usage of a proposed arrangement, while a case study content gives genuine cases to how an answer has settled an issue.

A case study writing ordinarily offers more noteworthy detail than a white paper, except for specialized white papers. Case studies concentrate more on examination and demonstrating an answer’s viability, while white papers don’t give this confirmation. A case study is regularly subtler in nature than a white paper.

So, these are a few differences between case studies and white papers. Although they may seem similar, they are actually very different from one another from a content writer’s perspective.

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Case Studies vs. White Paper: What’s the Difference?

The secret to creating inbound leads for your company is to produce high-quality, helpful content on a regular basis.

Businesses value case studies and white papers as two of the most powerful and necessary forms of material. Both can be essential in helping you generate quality leads for your business.

So how do you choose between a white paper and a case study, and what’s the difference between the two?

To put it quite simply…

White Papers

• Lengthy (Typically 2,000-5,000 words)
• Research-based
• With a singular focus

Case Studies

• Shorter (Around 800 words)
• Focuses on an Individual customer experience
• Summarizes one specific scenario

To elaborate, a white paper is designed to inform the target audience, while digging deeper into a specific market trend/issue, explaining the causes, implications/benefits, and solutions.

It almost serves as a research paper. It is an in-depth analysis of an issue and outlines why your product or service would be the optimal solution for a problem.

Case studies differ because they describe a particular example of how a customer issue was resolved. It has a particular formatting: starting with a problem statement, followed by a solution, and a summary of benefits.

It is a way to showcase your dynamic between your business and your customer or client.

According to Gordon Graham, from “ That White Paper Guy , another way to look at it is…

“A case study is like looking down through a magnifying glass at one flower. You focus in on one company in particular, telling the story of how it benefited from using a certain product or service.”

While, “A white paper is like looking up through a telescope at a whole galaxy in space. You tell the story of how an entire industry has been suffering from a certain problem and propose a better way to solve it.”

You can promote and share your case studies or white papers in several ways.

Perhaps you decide you want to feature your case studies on your website, or say you want to provide these after a sales call, or maybe you decide that a white paper would be ideal for sending out to prospects in an email campaign…

No matter how you approach this, just getting the case studies out there could be your best proof of referral.

And when it comes to white papers, you could really help to explain to customers just how well your service(s) work(s) within your prospects industry.

Whether you choose to go with case studies or white papers for your business, both are a marketing staple and can give you the business leverage you are looking for.

Tell us about your needs for case studies or white papers. Our expert content writers can help create the powerful material you’re looking for.

Contact us today for a free consultation .

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Know the Difference: White Paper V/S Case Study

Generating high-quality valuable content invariably is cardinal to generate inbound leads for a business. White papers and case studies are two such powerful and informative means of content that offer an extensive understanding of a specific product, service or technology and enable enterprises to connect with their audience in a potent and convincing manner.

[Pull Stat] – According to the Demand Gen Report, “White papers, case studies and webinars are the most requested content format by B2B buyers.”

Often viewed as similar concepts, case studies and white papers serve different and distinct purposes. In this blog, we have highlighted the meaning and fundamental purpose of a case study and white paper to facilitate a better understanding of the concepts.

What is a White Paper?

Highlighting a Specific Subject Matter in an Academic Tone

A white paper is defined as an authoritative document that offers comprehensive information with regards to a particular product or service. It amalgamates the expert knowledge and research into a document that supports a specific solution or recommendation. White papers enable the reader to understand the issue, how the offered product or service solves the challenge and then make a better decision based on the data.

Purpose of White Paper

The purpose of white paper is to aggrandize a particular product, service, methodology, or technology. Primarily, white papers are curated for B2B marketing in order to extend compelling and factual evidence that a specific product or service is an adequate solution to solve a certain issue or a challenge at hand.

What is a Case Study?

Replication of Practical Experience of a Subject Matter

A case study is both, a method of analysis and research structure for examining a specific obstacle. It examines a person, place, event, phenomenon, etc., in order to gather key ideas and results that further help in highlighting pitfalls/successes of previous practices, understanding the current challenges and identifying future trends. Case studies can either examine a single subject or be curated as a comparative analysis that depicts the relationship between two or more subjects.

Purpose of Case Study

The fundamental objective of a case study is to identify the problem, outline various viable solutions and then offer proven results. It requires observation to identify the challenges and inefficiencies of the targeted market and measure the success of the rendered solution.

White Paper V/S Case Study – Understanding the Difference

Basically, both, a white paper and a case study explicate the benefits of a particular product, service, or innovation while exhibiting how a particular solution has proven to be an effective solution to the problem.

A white paper highlights the benefits and rationale for the implementation of a proposed solution whereas, a case study offers real-life examples of how that particular solution had solved the issue. While a case study focuses more on observation, examination and proving the effectiveness of a solution, a white paper emphasizes on providing comprehensive theoretical knowledge and underlining key features of a particular solution.

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White papers versus case studies

Many people are not clear on the differences between white papers and case studies..

B2B copywriters and marketers must understand when to use each one.

After many years, I’ve come to the conclusion that white papers and case studies are the two most powerful, most convincing, and most cost-effective marketing materials that any B2B vendor can produce.

Many surveys and research reports back up that viewpoint.

So what’s the difference?

This table sums up the key differences that most people see between a case study and a white paper.

Here’s another way to sum up the difference

A case study is like looking down through a magnifying glass at one flower. You focus on one company in particular, telling the story of how it benefitted from using a certain product or service.

A white paper is like looking up through a telescope at a whole galaxy in space. You tell the story of how an entire industry has been suffering from a certain problem and propose a better way to solve it.

The beauty of case studies

I believe that case studies are the most cost-effective piece of marketing literature that any technology company can produce.

For about $2,000 a B2B company can commission a beautifully designed, magazine-quality case study.

Like speaking face-to-face with a happy customer, this document will reassure any prospect working in a similar industry or facing a similar challenge.

That’s why I’ve written hundreds of B2B case studies: They get results.

The power of white papers

White papers are the heavy guns of any marketing campaign.

A good white paper helps a business person to understand an issue, solve a problem, or make a decision.

For about $6,000 a B2B company can publish a persuasive summary of the business and technical benefits of their product or service.

This document will likely be passed up and down the food chain at your prospect’s company. And it will keep on working for a year or two, maybe longer.

That’s why I write a steady stream of white papers: They get results for my clients.

And I focus on white papers because they’re harder to write than case studies, and there are fewer writers who know how to do them.

From a B2B marketer’s point of view, the key is to know the difference.

Then you can use each type of document to support your company or client in the best possible way.

Why not just use e-mail?

Sure, e-mail marketing is powerful. And sending an e-mail is certainly cheaper than creating original content.

But you can’t recycle the contents of an e-mail in more than a dozen different ways, like a good case study.

And you can’t keep using the same e-mail for some years, like a good white paper.

Why not just use social media?

Of course, using Twitter is easier than creating a white paper.

But a Tweet is here and gone in an instant.

I recommend thinking of social media as “pointers” to B2B content, as a way to promote actual content.

And for B2B marketing, nothing drives results as well as case studies and white papers.

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About Gordon Graham

Worked on 320+ white papers for clients from Silicon Valley to Switzerland, on everything from choosing enterprise software to designing virtual worlds for kids, for clients from tiny startups to 3M, Google, and Verizon. Wrote White Papers for Dummies which earned 60+ 5-star ratings on Amazon. Won 16 awards from the Society for Technical Communication. Named AWAI 2019 Copywriter of the Year.

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Need a great white paper?

• Guidelines for White Papers and Case Studies

• July 16, 2013
• Content Marketing

Carolyn Goodman, president and creative director of Goodman Marketing Partners, Inc, defines content marketing as “creation and distribution of original content that has perceived value in order to positively position your brand in the minds of your prospects and customers.”

Along with Cyndie Shaffstall, the founder and CEM of SpiderTrainers, Goodman recently presented an Act-On-sponsored webinar, “ Direct Marketing on a Shoestring Budget, Part 2: Content Marketing ” providing guidelines for white papers, case studies and other content; today, I’m going to be recapping her half. My post about Shaffstall’s discussion of content promotion will be coming to you next week.

The first part of content marketing is, of course, the content itself. For any marketing campaign to work, you have to create outstanding content, or at least somehow provide something to distract readers from all the less-than-outstanding content on the web.

In unrelated news, look! A guinea pig in a crocheted hat! Now back to the COMPLETELY OUTSTANDING CONTENT.

First, a quick look at the history of content creation

• Initially, the majority of content generated by businesses was research.
• This was often difficult to read and interpret, and soon evolved into the white paper, which simplifies research findings and states benefits backed by facts.
• White papers were named so because their selling point was the fact that there were no logos or sponsorships on the page – they were designed to look non-partisan and factual, existing solely for the purpose of helping readers.
• To lend credibility to white papers, businesses started implementing case studies, which are proprietary to a company and demonstrate proof of concept.

Gosh, this dog sure is tired after reading so much HIGH-QUALITY CONTENT.

Guidelines for white papers

Let’s look at some tips for making sure your white papers are the best that they can be.

• Make sure the writing is in third-person narrative form.
• Focus on a timely and relevant topic, and possibly create a series of white papers so as not to make one drag on too long. A few typical white paper topics are: -Introductory information about new technology -Best practices or how-to guides -Opinions on industry changes -Analysis from research
• Make sure your white paper has clean graphics and is well broken-up, easy to read, and quickly summarized at the beginning.
• Don’t show readers who the sponsor is before the very last page. Remember, a white paper’s goal is to inform the reader, not sell to them.
• Try to include a subtle call to action, such as a phone number or website suggestion.
• Be scrupulous about ensuring your paper is factual and professionally written. Don’t skimp on this – hire a professional writer as well as a professional graphic designer.

An actual picture of a professional graphic artist. Incidentally, I too happen to be a professional creator of GREAT CONTENT.

 And here are some tips on what NOT to do:

• Don’t have a first page that lacks information and a hook.
• Don’t include less information in the white paper than you advertised was going to be in it, e.g., calling a white paper “10 Tips for SEO Optimization” and including only four.
• Don’t try to masquerade a sales pitch as a white paper. It’s annoying and easy to spot.

Grumpy Cat sees right through your “white paper” and is highly un-amused. Though I hope you’re amused by all the TRULY EXCELLENT CONTENT on this page.

Guidelines for case studies

Case studies are part of your branding efforts, and have different rules.

• Establish a problem, lay out the solution, and highlight the results.
• Include at least one quote from a named source, but preferably more. This increases credibility and provides readers with outside sources.
• Include an executive summary or abstract of the case study.
• Hire professionals to create the content and layout.
• Think about how people will be reading it – digital? Printed? – and format it accordingly.
• Use your brand colors and style; case studies are part of your brand story, and as such should use brand colors and style.
• Write all case studies in third person.
• Make sure the front page  includes a summary, a pull quote giving credibility, a few statistics, and a visual.
• Break up paragraphs, and avoid huge chunks of text.

Fun fact: cats as a species quickly grow bored with paragraphs that exceed four inches. I hope you never got bored with any of this AMAZING CONTENT. Unless you’re a cat. Then it’s okay.

The purpose of content marketing is to deliver information that makes your buyer more knowledgeable. This is based on the belief that if you deliver consistent, ongoing, valuable information to potential buyers, you will be rewarded with their business and loyalty. It’s to your benefit to create the best content you possibly can to inform your prospects and customers.

We invite you to watch the on-demand recording of Goodman and Shaffstall’s “ Direct Marketing on a Shoestring Budget, Part 2: Content Marketing ” webinar, and I’ll be back next week with Shaffstall’s advice for marketing your content – and many more puppies.

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Difference Between a White Paper and a Case Study

• Categorized under Career & Education | Difference Between a White Paper and a Case Study

White Paper vs Case Study

There are several significant differences between a White Paper and a Case study when it comes to the tone, objectives, audience, subject-matter, and directness of each document.

The white paper was originally used by government agencies to present policy information. It is a persuasive and informative piece meant to grab the attention of the reader while providing expert insight, technical information, and a logical argument in order to sell a product, service, policy, or innovation. A specific problem or obstacle is introduced to the reader and the solution to it is presented and outlined. Charts, diagrams, graphs and other visual tools are normally included in the white paper to display information. The content and tone of a white paper vary depending on the topic and the prospective audience.

Case Studies were initially used within the field of social science to test hypotheses alongside statistic and are typically used to examine some social phenomena. Businesses also produce case studies. Market research, in particular, is area in business where case studies are useful. Case studies require a period of observation and/or research, identification of a specific problem, insufficiency, or inefficiency, the proposal of a solution, and evaluation of how successful a solution was in solving the issue(s). Similar to white papers, case studies are used to present the benefits of a product, service, or innovation; however, they also provide real examples of how the product has proved to be a solution to a problem or otherwise filled a void. Due to the latter, case studies typically provide greater detail, with the exception of Technical White Papers which provide extensive detail to engineers and other technical specialists on how a product works or a procedure is conducted. More often, white papers provide information on how a business will benefit from a proposed solution without relying on or stressing anecdotal evidence. On account of their differing natures and areas of emphasis some white papers may be considered hard-sell documents, depending on the tone in which it is written, while case studies are typically drafted as soft-sell documents with more of a subtle, educational tone.

The targets of business or marketing case studies include: executives, customers, the general public, and company personnel. The objective may be to increase interest in a product, increase staff morale, and raise confidence in a company and its ability to provide solutions. Background information about a company, including its market share, areas of specialization, and previous successes, is often included in in order to provide a context in which to place the case study.

When conducting case studies within the fields of Social or Behavioral Science, individuals or groups are observed, and information is gathered then analyzed, in order to form conclusions about relationships and/or test hypotheses.

While each seeks to persuade, case studies deal more with examination and explanation to backup a proposed a solution, while white papers focus on increasing the understanding of a problem and selling the reader on the benefits of implementing a particular policy, product, or service, to solve the issue. white papers are popularly used in business-to-business marketing to generate leads, and to propose or present government policy but are also produced in behavioral and social science research. Case studies are frequently used in business marketing, human resources management , and in the study of labor and health markets, the effectiveness of government policy, intergovernmental relations, and various other social science phenomena.

• White Papers were initially used to present or propose government policy, while case studies were initially introduced into social science research.
• A white paper provides the benefits and rationale for the implementation of a proposed solution, while a case study provides actual examples for how a solution has fixed a problem.
• A case study typically offers greater detail than a white paper, with the exception of technical white papers.
• Case studies focus more on examination and proving a solution’s effectiveness, while white papers do not provide this evidence.
• A case study is typically more subtle in nature than a white paper.
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The use of digital humanities capabilities is transforming the study of humanities at colleges and universities worldwide—and academic libraries are playing a central role in guiding the use of these technologies.  Download the white paper that highlights the conclusions from a study involving nearly 200 academic librarians from around the world, conducted in June and July 2019 by Library Journal in conjunction with Gale, a Cengage Company.

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