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White Papers
FAQ
What exactly is a white paper?
A white paper is a brief document describing a technology area (usually in terms of a problem) and how a company's products or services can address that problem.
Where does the name come from?
The etymology of the term dates back to Britain in 1899, when it meant a government report on policy (such as a position paper). A white paper stated a problem, covered some background (history), and then proposed a solution (a new law, etc.). At some point in the 1970s this term was co‘opted by high tech. It become a technical paper put out by a company, dealing with a specific technical area and general problem, with background, and a solution.
What is the purpose of a white paper?
A white paper has two specific purposes. First, it can serve as an application note by providing value-added information to users who may not understand the product's technology area. Second, it is a powerful marketing tool, establishing the company as an expert in a technology area.
Who should write a white paper?
There are arguments as to whether white papers should be written by tech pubs or marcom departments. Bottom line is that the raw input must come from the SMEs (subject-matter experts); in many cases, the material may come from one engineer who may be the company's leading expert in that particular area.
What is the difference between a white paper and a product brochure?
A product brochure talks about the products features, benefits, specifications, etc. A white paper must be a neutral discussion of a technology area; only the last 20 to 25% of the paper should introduce a company's product or service as it relates to the described technical issue. A white paper must logically hold together, much like a research paper or technology article. Again, content must come from the SMEs, not marcom.
My company's white papers look like glossy brochures and start off with a discussion of the product. Our marcom manager says that is what a white paper is.We've seen user guides published with sans serif body font, filled and justified text, and floating headings. So your point would be?How long should a white paper be?There is no specified length, though generally a good white paper is fairly short (two to six pages).Is there a specified format?
White papers are generally formatted very simply as A4 or letter–size documents; excessive design and layout can make the white paper look too much like a brochure.
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