If you’re wondering ‘what is a white paper’, here’s a closer look.  A white paper is an authoritative report authored by a reliable source.  It is informative and it is intended to educate readers so they can make informed decisions.

Government White Papers

White papers were initially used as a Government Report or Policy on a specific matter.  These were called Command papers in the United Kingdom.  Governments used this to issue policy matters, communicate a proposed plan of action or to disclose a new legislation.  A white paper was different from a green paper which was more open ended.  Green papers were called consultation documents and were used to propose a strategy.  Some examples of Government white papers include the Churchill White Paper of 1922, the Full Employment White Paper of 1945, the Defense White Paper of 1964, In Place of Strife in 1969, etc.

Business White Papers

Today the answer to the question ‘what is a white paper’ can be extended to commercial uses as well.  From the early 1990s these documents were used as sales tools.  White papers form an integral part of marketing communication and can be designed to advertise a company’s product or service.  These papers can highlight favorable company information, generate leads and demonstrate thought leadership.  It can also be used to build a business case or to educate clients about the market.  Commercial white papers can be classified as technical, hybrid or business-benefits.  Technical white papers describe how a particular technology works.  Hybrid white papers combine business benefits along with technical aspects.

How To Write a White Paper?

Simply knowing what is a white paper will not make you an expert in writing one.  First, you need to understand the disposition of your reader.  Quickly identify the problem or the concern and then communicate the solution.  Your paper must grab their attention and keep them interested in reading further.  Second, define your approach.  Are you going to focus on self interests or your readers’ interests?  The later approach works better as the reader is not left staring at a data sheet but rather at an informative document that benefits them.

What is a White Paper in Terms of Marketing?

Today, white papers are posted on official company websites and are also emailed to important clientele.  Companies publish white papers in leading journals.  Students in management programs seldom ask ‘what is a white paper’ since these documents are commonly used in their curriculum to gain an insight into different products and services.  A well written white paper can go a long way in promoting a firm’s offering.