White paper

A white paper is a long-form report that explains a business problem and argues for a way to solve it, using evidence. Gordon Graham, author of White Papers For Dummies, quotes the best short definition he has found: "a persuasive essay that uses facts and logic to promote a certain product, service, or viewpoint". In B2B technology marketing, white papers help buyers early in a purchase and collect contact details from the people who download them.

Also called: whitepaper, B2B white paper

What are the types of white paper?

Graham sorts white papers into three types. A backgrounder explains how a product or service works in detail, and suits buyers near the end of a decision. A numbered list, such as "7 questions to ask before you change IT provider", is the lightest to read and suits the middle. A problem/solution paper describes a business problem and argues for a new way to solve it. It is the hardest to write and lasts longest, and it suits the start of the buyer's journey.

For an MSP, a problem/solution paper on a local or sector issue does more than a product backgrounder. A paper on what a cyber insurer now asks small accountancy firms to prove, for example, reaches the owner before they have decided to change provider.

How long is a white paper?

Graham's FAQ puts the main body of a typical white paper at 6 to 8 pages, and 10 to 12 pages in total with the cover, summary and references. A case study is usually about 2 pages. If your draft is shorter than 5 pages, it may work better as a guide or a blog post.

Do B2B buyers still read white papers?

Marketers still use them, and many rate them well. The Content Marketing Institute's 2025 B2B research, with 980 B2B respondents, found 51% had used eBooks or white papers in the previous 12 months, and 45% named them among the most effective content types. CMI counts eBooks and white papers together, so the figure covers both.

The name may matter more than the format. Graham cites Netline's 2022 and 2023 reports, which found B2B readers, "even in IT", preferred documents called eBooks or guides. A "guide" title on the same content can earn more downloads.

Where do MSPs get long-form content?

Many use vendor content. Microsoft's partner marketing site offers campaigns-in-a-box with eBooks, infographics and emails, and Pax8, a cloud distributor, describes toolkits with sales guides, customisable templates and white-label assets. These save time, but every partner gets the same content, and it sells the vendor's product more than your service. Write your own paper about your clients' problems, with your view and your examples.

How Yori helps

To draft your own paper, use the Whitepaper Service in Yori, the AI marketing assistant for MSPs and resellers. It plans and drafts research-led white papers and reports for IT audiences from your Brand Profile and the sources you add, and the Landing Page Service writes the download page. Yori drafts from what you give it, so check every statistic against its source before you publish.

The free trial has 25 one-time credits, needs no card and expires after one month. Pro is £49 a month with 25 monthly credits. Start the free trial and run the Whitepaper Service on the problem your best clients raise most.

Often confused with

eBook: Graham says a B2B eBook can be hard to tell apart from a white paper. In practice, eBooks are usually lighter, more visual and easier to skim, while a white paper argues one position with evidence.
Case study: Graham sums up the difference: a case study says "here's a customer who loves our stuff", while a white paper says "here's a better way to solve this problem". A case study runs about 2 pages; a white paper about 6 to 12.
Research report: A research report presents new data, such as survey results. A white paper uses evidence, often from other people's research, to argue for a position. CMI counts the two separately in its surveys.

Questions

What is the purpose of a white paper?

A white paper explains a problem and persuades the reader that a certain approach, product or service is the best way to solve it. In B2B marketing it also collects contact details from readers who download it.

Why is it called a white paper?

The name comes from British government reports. Wikipedia gives the Churchill White Paper of 1922 as an early example. Business-to-business companies are now the most prolific publishers of white papers.

What is the difference between a white paper and a research paper?

A research paper reports new findings and aims to be neutral. A white paper uses evidence to argue for a position, usually the publisher's.

Should a white paper be gated?

Gate it if you want leads and have a follow-up ready, such as an email sequence. Leave it open if you want it read and cited widely, including by AI search engines that cannot fill in forms.

Run the Whitepaper Service

Yori starts from your Brand Profile and drafts in Canvas, for you to edit and approve.

Start free Try the case study generator

Free trial: 25 credits, no card.