Some examples of white papers include "The Arrival of Real-Time Bidding and What it Means for Media Buyers" from Google, "How CIOs Can Improve Supply Chain Management, Even with a Tight IT Budget" from Kinaxis, and "How to Overcome Retail-Customer Erosion by Capturing New Residents" from Moving Targets. A white paper is a persuasive business document that uses facts and logic to explain the benefits of a recommended solution to a problem for a client or prospect.
A white paper is typically six to eight pages long. Companies may create a PDF file for distribution on a website or by email or a printed document to use in a sales call, insert in a press kit or distribute at a trade show. This business tool may also be called an executive briefing, market overview, position paper, product briefing or special report.
Different types of white papers are used to accomplish different goals. A report may supply a prospect with background by describing the technical features and benefits of a product or service. A document may use a numbered or bulleted list to highlight different aspects of an industry issue. A white paper may recommend a new or improved solution to a client to solve a business or technical problem.