Use the right type of white paper for the right challenge: either a backgrounder, a numbered list, or a problem/solution. The following table outlines the features of each type of white paper and gives you an idea of when to use each one.
| Characteristic | Backgrounder | Numbered List | Problem/Solution |
|---|---|---|---|
| Definition | An in-depth look at the features and benefits of a certain product or service | A numbered set of tips, questions, answers, or points about some issue | A persuasive essay that uses facts and logic to present a new solution to a problem |
| Audience | B2B buyers near the bottom of the sales funnel | Anyone interested in the issue | B2B buyers near the top of the sales funnel; also analysts, bloggers, channel partners, and journalists |
| Approach | A factual description of the technical or business benefits of a product or service | A light and lively roundup of points or highlights about some issue | Useful information about an industry-wide problem that educates readers and positions your company as a trusted advisor |
| When to use | To support your firm’s position as an undisputed leader
in the field To support technical evaluations To support a product launch |
To get attention with provocative views To cast FUD (fear, uncertainty, and doubt) on competitors To nurture prospects through a complex sale |
To generate leads To educate your market To build recognition for your company |
| Length | 8+ pages plus cover | 5 to 7+ pages plus cover | 8 to 12 pages plus cover |
| Typical contents | Introduction Features and benefits of each feature Conclusions and call to action About the company |
Introduction Numbered points (between 3 and 9) Conclusions and call to action (optional) About the company (optional) |
Executive summary Industry-wide problem Existing solutions and drawbacks New, improved solution Case study (optional) Buyer’s guide Conclusions and call to action About the company |