case study vs white paper

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Case Study vs. White Paper: What’s the Difference?

Creating high quality, helpful content at a regular cadence is key to generating inbound leads for your technical business. Case studies and white papers are two of the most powerful and sought-after types of content by engineers, and both can help you generate technical leads for your business.

But how do you decide on a white paper versus a case study, and what’s the difference?

According to our State of Marketing to Engineers Research Report , white papers and case studies are viewed as highly valuable when it comes to researching engineering trends, technologies and products/services.

What form(s) of content do you find most valuable when researching to make a significant work-related purchase? Please select all that apply.  (n = 699)

While we recommend creating both white papers and case studies as part of a robust content plan , the two content types serve different purposes, funnel stages and audiences.

White Papers

A white paper helps a reader understand an issue, solve a problem, or make a decision by offering technical information, images and diagrams. It’s a lengthy piece of content at approximately 2,000 words or 6 pages. 

White papers are at the heart of a strong B2B content marketing plan, and seek to build thought leadership in an area that aligns with your marketing or campaign strategy. A white paper addresses your target audience’s pain points, similarly to a case study, but goes deeper into explaining the research and proof points to support your methodology.

White papers can be an effective way to target people at all stages of the funnel. One white paper could create awareness of a persona’s problem, thus targeting someone at the top of the funnel, while a second could focus on advanced product uses, targeting someone at the bottom of the funnel or even an existing customer. 

Best Practices: 

• A table of contents if it’s longer than 3,000 words
• A bold title (i.e. controversial, lessons learned), ideally 55 characters so it will display well in search engines
• Descriptive text and not industry buzz words, and ensure you spell out acronyms on first occurrence
• An abstract and executive summary
• Use data to support your point(s)
• Cite all research sources

As this is lengthy content, it can often take up to six weeks to write and complete a white paper. Start with an outline and review it with your team internally to ensure alignment on the objectives.

• Promote them on your website
• Blog about them
• Repurpose them into slide decks and deliver them as live or on-demand webinars for added impact and thought leadership

As valuable, in-depth technical content, white papers should also be gated by forms. When building out the form, consider how valuable the content is to the potential reader, and select fields that reflect that. Forms perform best when they include 3-5 fields, and stick to work email, name and company name. Learn more about best practices for gating content .

You should take care to keep white papers up-to-date to maintain technical accuracy and credibility. Typically, a white paper has a lifespan of 1-2 years before it needs to be updated, but this can vary by industry.

White paper example

Case Studies

A case study teaches by example, featuring extended testimonials on how a product or service helped a customer in the real world. It’s considerably shorter than a white paper, typically measuring around 800 words.

• Benefits-oriented headline
• One-sentence challenge with one-sentence solution
• Up to 1,000 words explaining how your products and/or services solved the challenge
• Illustrations, images, charts/graphs with captions

Specific results data as proof points (i.e. money savings, decreased time to market

Case studies are best suited for audiences at the top or middle of the funnel. Use them to create awareness of a problem and show the reader a solution that worked for a real-life customer - with case studies, you highlight your successes in a way that will help an ideal potential customer come one step closer to becoming a new customer. 

• Share an image and caption on social media with a link to your website to read the full case study
• Submit them for trade show paper contests
• Repurpose them into news releases or videos
• Use them as sales enablement content at onsite visits and trade shows.

Example case study from TREW client G Systems

Be sure to keep the focus 90% educational and 10% promotional and lead with benefits that speak to your target customer’s pain points, versus a product or services pitch . Due to this focus, and the shorter form, case studies are not typically gated by a form.

Case studies can be time-consuming, often requiring internal approvals from the customer and deep research. Due to the increased number of involved parties, putting together a case study can be slow going and may require an extended timeline. Their shelf life does tend to be longer than that of a white paper, remaining effective for 2+ years before requiring updates.

See this blog post for more information on a recommended content cadence.

Ready to get started? Review your B2B buyer personas and content plan and identify any gaps that could be met by a case study or white paper. Start slow, and work up to producing one of each per quarter to steadily generate leads for your company.

For more information on building out your content plan, read our guide to Getting Started with Content Marketing . 

TREW is a marketing agency dedicated to reaching engineering and technical audiences through a range of marketing initiatives.   Contact us   today to learn more about the services we offer. 

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Morgan norris.

About TREW Marketing

TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.

Know the Difference: White Paper V/S Case Study

Generating high-quality valuable content invariably is cardinal to generate inbound leads for a business. White papers and case studies are two such powerful and informative means of content that offer an extensive understanding of a specific product, service or technology and enable enterprises to connect with their audience in a potent and convincing manner.

[Pull Stat] – According to the Demand Gen Report, “White papers, case studies and webinars are the most requested content format by B2B buyers.”

Often viewed as similar concepts, case studies and white papers serve different and distinct purposes. In this blog, we have highlighted the meaning and fundamental purpose of a case study and white paper to facilitate a better understanding of the concepts.

What is a White Paper?

Highlighting a Specific Subject Matter in an Academic Tone

A white paper is defined as an authoritative document that offers comprehensive information with regards to a particular product or service. It amalgamates the expert knowledge and research into a document that supports a specific solution or recommendation. White papers enable the reader to understand the issue, how the offered product or service solves the challenge and then make a better decision based on the data.

Purpose of White Paper

The purpose of white paper is to aggrandize a particular product, service, methodology, or technology. Primarily, white papers are curated for B2B marketing in order to extend compelling and factual evidence that a specific product or service is an adequate solution to solve a certain issue or a challenge at hand.

What is a Case Study?

Replication of Practical Experience of a Subject Matter

A case study is both, a method of analysis and research structure for examining a specific obstacle. It examines a person, place, event, phenomenon, etc., in order to gather key ideas and results that further help in highlighting pitfalls/successes of previous practices, understanding the current challenges and identifying future trends. Case studies can either examine a single subject or be curated as a comparative analysis that depicts the relationship between two or more subjects.

Purpose of Case Study

The fundamental objective of a case study is to identify the problem, outline various viable solutions and then offer proven results. It requires observation to identify the challenges and inefficiencies of the targeted market and measure the success of the rendered solution.

White Paper V/S Case Study – Understanding the Difference

Basically, both, a white paper and a case study explicate the benefits of a particular product, service, or innovation while exhibiting how a particular solution has proven to be an effective solution to the problem.

A white paper highlights the benefits and rationale for the implementation of a proposed solution whereas, a case study offers real-life examples of how that particular solution had solved the issue. While a case study focuses more on observation, examination and proving the effectiveness of a solution, a white paper emphasizes on providing comprehensive theoretical knowledge and underlining key features of a particular solution.

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What’s the difference between a white paper and a case study?

• August 31, 2022

There’s more than one difference between a white paper and a case study , even though they’re remarkably similar strategies. If you’ve heard terms like “white papers” and “case studies” tossed around by colleagues and not been sure you knew what they were describing, don’t feel bad. You’re not alone. There’s a lot of jargon used in today’s business world and much of it isn’t as well-known as its users believe.

What are white papers and case studies?

Both case studies and white papers share facts instead of promotional messages about a particular product or service. In simple terms, a case study is a matter of telling the world what you did for someone, how you did it, why you did it that way, and what the results were. A white paper is an informational document that explores a particular topic or issue. White papers often contain case studies that illustrate the matter being discussed.

For example, if the goal of your white paper is to convince potential customers to choose your veeblefetzer instead of the competition’s, you’ll probably focus on why the cross-cutting technology your veeblefetzers use is better than the industry-standard spiral cutting method. To illustrate the benefits, you include a case study in which Joe Schmoe at Perky Produce describes how your veeblefetzers helped his company core 42 percent more radishes per hour with a 16 percent lower labor cost.

So what is a white paper?

A white paper is a serious report that explores a complex issue to educate an audience. In a marketing or policymaking setting, a white paper provides enough facts and arguments to convince people that your product, service, or strategy offers the best solution for the situation, educating them while helping them reach the decision you want them to make. White papers can:

• explain what it is that makes your solution better than competing alternatives,
• summarize key information about a particular issue or problem to help the reader develop a stronger understanding,
• describe common problems your audience faces, and
• offer a detailed explanation as to how your approach provides the best solution.

White papers work well these days because everyone is struggling to do more in less time. Like you, your customers and prospects are hungry for good information, but they’re also busy. With limited time, they appreciate helpful content practical guidance that’s focused on their specific needs. They’re suspicious of advertising or other obviously sales-focused approaches, but white papers are different. They’re an authoritative document and based on facts, even when they’re about a company’s product.

And what is a case study?

As noted earlier, a case study is a way to tell the world what you did for someone, how you did it, why you did it that way, and what the results were. Often written in a format similar to a magazine article, case studies are a form of business story.  A case study is interesting to us because we learn from it and can apply it to our world.

Let’s say I’m a radish producer. Everyone I know in the entire industry looks up to Joe Schmoe. Not only is Joe a great guy, but he knows his radish coring. And he says your product lets him core 42 percent more radishes per hour. That could boost my profitability over the roof. That means more to me than 200 ads ever could.

What else can I do with a case study? You can use a case study in advertising, mailings, in email newsletters, on your website, on social media, as articles in trade magazines, in brochures — no matter how you communicate key features with your audiences, there are ways to incorporate case studies, many of which generate leads. Video case studies are a natural for your web and social feeds.

Is a white paper like a research paper?

Not like the kind of research paper you wrote in school. A white paper may present or explain research, but it shouldn’t be written in that stiff, formal academic style. It should be more like a conversation with you.

You see, we read white papers (and case studies) because we need to know something. Maybe we want to better understand new technical information we’ve heard about. Perhaps we’re desperately seeking a solution for a client’s problem that’s hurting their business. Or it could be that we want support for a marketing campaign recommendation we’re making to our bosses. Whatever the reason, white papers provide trustworthy information (and can be a source of inbound leads).

Is there special grammar for white papers and case studies?

White papers and case studies are very different from what you did in school, and the style of writing is nothing like the stuffy approach taught in high school English and college Composition classes. Most students quickly learn to use a lot of big words and complex sentences in the hopes of impressing the professor.

But writing white papers or a case study isn’t about trying to impress strict English teachers or jaded Composition instructions. Writing white papers is about selling. Telling. Convincing. Entertaining. Emphasizing. Doing that effectively demands copy that’s individual and personal. In fact, the more copy sounds like conversation, the more effective it tends to be.

That doesn’t mean you should ignore basic rules of grammar and syntax. The degree of grammatical correctness should reflect the situation and the audience. If the primary audience for your white paper is a group of university professors, you’ll want to make it more formal. But if you’re writing to industrial purchasing agents, your white paper should use the kind of language they use every day.

For example, when writing a white paper or case study, it’s okay to use contractions (like “can’t” or “won’t”) because they keep copy talky and friendly. It’s also okay to start sentences with conjunctions like “and” or “but,” and to end them with prepositions. And while you learned not to use “you” when writing for school, using it in a white paper will make it seem more like a conversation you’re having with the reader.

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Case Studies vs. White Paper: What’s the Difference?

The secret to creating inbound leads for your company is to produce high-quality, helpful content on a regular basis.

Businesses value case studies and white papers as two of the most powerful and necessary forms of material. Both can be essential in helping you generate quality leads for your business.

So how do you choose between a white paper and a case study, and what’s the difference between the two?

To put it quite simply…

White Papers

• Lengthy (Typically 2,000-5,000 words)
• Research-based
• With a singular focus

Case Studies

• Shorter (Around 800 words)
• Focuses on an Individual customer experience
• Summarizes one specific scenario

To elaborate, a white paper is designed to inform the target audience, while digging deeper into a specific market trend/issue, explaining the causes, implications/benefits, and solutions.

It almost serves as a research paper. It is an in-depth analysis of an issue and outlines why your product or service would be the optimal solution for a problem.

Case studies differ because they describe a particular example of how a customer issue was resolved. It has a particular formatting: starting with a problem statement, followed by a solution, and a summary of benefits.

It is a way to showcase your dynamic between your business and your customer or client.

According to Gordon Graham, from “ That White Paper Guy , another way to look at it is…

“A case study is like looking down through a magnifying glass at one flower. You focus in on one company in particular, telling the story of how it benefited from using a certain product or service.”

While, “A white paper is like looking up through a telescope at a whole galaxy in space. You tell the story of how an entire industry has been suffering from a certain problem and propose a better way to solve it.”

You can promote and share your case studies or white papers in several ways.

Perhaps you decide you want to feature your case studies on your website, or say you want to provide these after a sales call, or maybe you decide that a white paper would be ideal for sending out to prospects in an email campaign…

No matter how you approach this, just getting the case studies out there could be your best proof of referral.

And when it comes to white papers, you could really help to explain to customers just how well your service(s) work(s) within your prospects industry.

Whether you choose to go with case studies or white papers for your business, both are a marketing staple and can give you the business leverage you are looking for.

Tell us about your needs for case studies or white papers. Our expert content writers can help create the powerful material you’re looking for.

Contact us today for a free consultation .

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What is the Difference between White Papers and Case Studies?

• June 14, 2021
• Using Case Studies

Case Studies and White Papers are types of B2B content that help businesses show their products or services are reliable and effective. However, while they both feature real-life testimonials and examples, the terms aren’t synonymous. This article will help you easily distinguish between them and determine which works best with your business model.

What is a Case Study?

A Case Study describes how your company overcame obstacles and solved a client’s problem. Also known as a Customer Success Story, it’s usually divided into the following three parts:

• Situation/Problem
• Results/Benefits

Case Studies put prospects in your client’s shoes and show what working with your company is like. Consequently, this makes Case Studies powerful selling tools, so post them on your website or incorporate them into your sales cycle.

Additionally, showcasing your best clients in a Case Study builds trust in your company. Prospects will be more likely to say yes to a partnership knowing that other established businesses have had verifiable positive experiences with you.

Click here to review the library of our Case Studies.

What is a White Paper?

A White Paper is an authoritative document that explores an industry-specific issue or topic. It showcases a solution, product, or service that your company offers or plans to offer.

A White Paper doesn’t focus on the experience of working with your company. Instead, it concentrates on a specific problem your company can solve and details about your company’s solution. 

White Papers are usually longer and more formal than Case Studies, and the content is often technical and supported by outside research. As a result, the audience of White Papers doesn’t consist of the casual, everyday reader. Instead, companies use White Papers to try to sell goods and services to prospects and clients and convince investors to take part in the company. 

Use White Papers as gated marketing content or send them directly to prospects and clients.

Click here to review samples of White Papers.

At a Glance: The Difference between Case Studies and White Papers

Refer to the following table to quickly view the differences between White Papers and Case Studies:

You know about the differences between Case Studies and White Papers now. However, do you know which do you need for your business? If you’re still not sure, get in touch with us. We’ll help you figure out what option is best for you.

Stef Mates, SuccessKit's Creative Director, has been writing, designing, editing, and managing a variety of content types for several different industries for more than 15 years. She started at the company as a freelancer in November 2019 and became an official part of the team in June 2021.

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Milo Sindell President, Skyline G

“If you’re looking for Case Studies, this is a really nice little organization to partner with. Our experience, frankly, has been excellent.”

Franklyn Peart Co-Founder, CentreStack

“We’re already recommending SuccessKit to our customers.”

John Morgan Director of Marketing, Elemental Machines

“The SuccessKit team has been great. We can tell them, ‘ABC Company had this problem,’ and they will document our solution.”

Don Mennig CEO, Evolve IP

“Julian and his team have done an excellent job for us. Definitely recommend working with them for Case Studies. ”

David Bohram Director of Marketing, Tax Guard

“I didn’t think it’d be successful to outsource Case Studies, but Julian and his team made it so easy.”

Erin Wathen Director of Branding and Events, Assure

“I really appreciate how SuccessKit takes the reins and produces such great results, allowing us to focus on what we need to do to grow the business.”

Damon Baker CEO, Lean Focus

“SuccessKit’s Case Studies give us a distinct advantage over our competition when prospects are comparing service providers.”

Chris Connor Sales Manager, SwervePay

“We’ve really appreciated the work that Julian and his team have done for us.  Very happy with the results.”

Shawn O’Daniels CEO, CSN

“SuccessKit figured out how to show the world what we do for our clients. I am blown away by the Case Study .”

James Dirksen CEO, DeepSurface Security

“This is just about the best Case Study I’ve ever seen.”

Christopher Levy CEO, BuyDRM

“The Case Study SuccessKit created for us was elite.”

Kendall Kunz CEO, Forms On Fire

“SuccessKit made it easy for clients to see what other clients see, and it’s led to more sales.”

Phil Curtolo Vice President of Sales, Software Consulting Services

“SuccessKit takes the pain and suffering out of creating quality Case Studies.”

Luke Anemone CEO, COMMANDO

“Working with SuccessKit has been pivotal in growing our client base and giving potential advertisers really good content about what we can do.”

Linze Kay Lucas Business Analyst and SEO Consultant, Stellium SEO

“I cannot speak highly enough about my experience working with SuccessKit. They were completely respectful of my client’s time and needs, as well as my own.”

Joanie Berkery Marketing Director, Adapex

“SuccessKit really helped us build the framework and presentation for our Case Study.”

Troy Stein VP, Customer Advocacy, TechSmith

“Quality results. Authentic storytelling and quotes. Easy to work with. I’m signing up for more.”

Julie Matheney Associate Director of Digital Marketing, Feathr

“I highly recommend the SuccessKit team to anyone who’s looking to produce Case Studies.”

Robin Smith Founder and President, ASK-CRM

“We are definitely recommending SuccessKit to the peers that we work with and our existing clients.”

Ace Rosenstein President, Bravo Business Media

“I recommend SuccessKit due to the efficiency and the extreme price to value.”

Ari Haas Founder, Dijy

“The SuccessKit team knows what they’re doing. It’s easy to work with them, the end result is a beautiful product, and all parties involved feel super comfortable.”

Sidney Rogers Marketing Manager, Groove Technology Solutions

“The SuccessKit team is very professional, and they ensure that they take care of everything in a timely manner.”

Ashlyn Burgett Director of Marketing, Dedicated IT

“The SuccessKit team makes the Case Study process painless, and they have the expertise to create high-quality content that is invaluable to sales and marketing teams.”

Carly Brightwell Head of Marketing, North Labs

“If you need Case Studies for your business, we highly recommend SuccessKit. We recieved exactly want we asked for!”

Luke Komiskey Founder and Managing Director, DataDrive

“I love working with the SuccessKit team because they make it really easy for me to focus on my business while they produce Case Studies that drive our brand forward.”

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White papers versus case studies

Many people are not clear on the differences between white papers and case studies..

B2B copywriters and marketers must understand when to use each one.

After many years, I’ve come to the conclusion that white papers and case studies are the two most powerful, most convincing, and most cost-effective marketing materials that any B2B vendor can produce.

Many surveys and research reports back up that viewpoint.

So what’s the difference?

This table sums up the key differences that most people see between a case study and a white paper.

Here’s another way to sum up the difference

A case study is like looking down through a magnifying glass at one flower. You focus on one company in particular, telling the story of how it benefitted from using a certain product or service.

A white paper is like looking up through a telescope at a whole galaxy in space. You tell the story of how an entire industry has been suffering from a certain problem and propose a better way to solve it.

The beauty of case studies

I believe that case studies are the most cost-effective piece of marketing literature that any technology company can produce.

For about $2,000 a B2B company can commission a beautifully designed, magazine-quality case study.

Like speaking face-to-face with a happy customer, this document will reassure any prospect working in a similar industry or facing a similar challenge.

That’s why I’ve written hundreds of B2B case studies: They get results.

The power of white papers

White papers are the heavy guns of any marketing campaign.

A good white paper helps a business person to understand an issue, solve a problem, or make a decision.

For about $6,000 a B2B company can publish a persuasive summary of the business and technical benefits of their product or service.

This document will likely be passed up and down the food chain at your prospect’s company. And it will keep on working for a year or two, maybe longer.

That’s why I write a steady stream of white papers: They get results for my clients.

And I focus on white papers because they’re harder to write than case studies, and there are fewer writers who know how to do them.

From a B2B marketer’s point of view, the key is to know the difference.

Then you can use each type of document to support your company or client in the best possible way.

Why not just use e-mail?

Sure, e-mail marketing is powerful. And sending an e-mail is certainly cheaper than creating original content.

But you can’t recycle the contents of an e-mail in more than a dozen different ways, like a good case study.

And you can’t keep using the same e-mail for some years, like a good white paper.

Why not just use social media?

Of course, using Twitter is easier than creating a white paper.

But a Tweet is here and gone in an instant.

I recommend thinking of social media as “pointers” to B2B content, as a way to promote actual content.

And for B2B marketing, nothing drives results as well as case studies and white papers.

Want to hear whenever there’s a fresh article on this site? Subscribe here to stay in the know on long-form content . From time to time, we’ll also send you word about some great new resource or training. And you can unsubscribe any time.  

About Gordon Graham

Worked on 320+ white papers for clients from Silicon Valley to Switzerland, on everything from choosing enterprise software to designing virtual worlds for kids, for clients from tiny startups to 3M, Google, and Verizon. Wrote White Papers for Dummies which earned 60+ 5-star ratings on Amazon. Won 16 awards from the Society for Technical Communication. Named AWAI 2019 Copywriter of the Year.

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Case Study versus White Paper

When you’re marketing your business—online or otherwise—you have a wide variety of tools at your disposal. If you’re trying to persuade a potential customer to use your services or buy your products, you may try to persuade them with a compelling website, content for SEO , blog posts, social media feeds, videos, and commercials.

If you have some really good reasons to sway an audience toward a certain conclusion, some other great tools are case studies and white papers. These types of content are longer and more detailed than other forms of marketing but can garner a lot of credibility and position your company as a thought leader.

If you need to decide between a case study versus white paper, read on to find out about the differences between them and the benefits of each.

What is a case study?

A case study, in a nutshell, is a record of research conducted in order to study a particular issue or situation during a certain period of time. Case studies don’t tend to be very lengthy, but they do include a lot of granular detail.

In a business case study, the writer may dive deep into the organization’s strategy, examine how buyers are using a product, or describe the current state of an entire market.

What should a case study include?

There are several key facets that a solid case study should include, like in this case study example . These are some of the major elements:

• An introduction to discuss the key problem or issue the case study will address
• Background information and overall context, such as a history of the issue or relevant facts
• A description of the objectives of the study
• What type of study was performed
• How the data was collected and any limitations on the data
• An analysis of the case
• Key findings or results of the research

How long should a case study be?

Like most types of content writing, the length of a case study is subjective. Case studies tend to range around five hundred to a thousand words—or rather, shorter than a full-blown research paper. The case studies are more like extremely detailed chunks of information on a particular topic and should be about two to five pages long.

How does a case study work?

The main function of a case study is to present the facts of an issue and thoroughly analyze it. The goal is to inform the reader about the issue and its causes and propose some different recommendations. From a marketing perspective, you could explain how your business or service is the best option to solve the problem at hand.

When would you use a case study in your marketing strategy?

If you think a case study is a good tool for your business, let’s look at how you may be able to leverage it in your overall marketing plan.

Obviously, printing it on your website is a great plan. You may also be able to write a blog post describing the case study’s findings. But you also want to make sure to disseminate it to the widest audience possible. To do this, you can send out copies of the case study as part of an email marketing campaign or distribute copies at company events or shows.

You can also link to the study on your social media accounts and build a social campaign around your results. If the study lends itself to further analysis, you may be able to use it in conjunction with a white paper to point people in the direction your company recommends to go.

What is a white paper?

A white paper is different from a case study in some key ways. A good white paper presents a logical argument rather than simply stating the facts of a case. Using white paper material is more academically rigorous and conforms to a standard format, like this white paper template,  by presenting a problem and a corresponding solution.

What is the purpose of a white paper?

White papers are part of the marketing and sales arsenal of many companies. They are long-form written pieces that describe an issue in detail and recommend solutions or final decisions on a problem.

White papers rely heavily on research and facts to help bolster an argument for an idea or a product. As a result, they can position your business as a source of thought leadership in your industry, establishing your group as a source of expertise.

How do you cite a white paper?

Because white papers originated as government documents and are now more academic, you may see them cited frequently in other research works. Different style guides recommend citing white papers in different ways. Here are some examples:

• APA style : List the name of the author or organization, the year of publication, the title of the white paper, the date of access, and the URL.

Lee, I. (2014). Marketing assets [White paper]. Retrieved July 2, 2022 from Ohio University Library, http://www.ohio.edu/

• MLA style : List the name of the author or organization, the title of the white paper, the name of the series or collection, the publisher and date of publication, and the URL.

Lee, Iain. “Marketing Assets.” Marketing Toolkit White Paper . Ohio University, 18 September 2014, http://www.ohio.edu/.

• Chicago style: List the name of the author or organization, the year of release, the title of the white paper and series, the name of the sponsoring organization, the date of publication, and the URL.

Lee, Iain. 2014. “Marketing Assets.” Marketing Toolkit White Paper. Ohio University Library, September 18. http://www.ohio.edu/.

Who is the target audience for a white paper?

When creating a white paper, you need to make sure it’s targeted toward the correct audience. The readers are likely people outside your organization who you want to attract to your products and services without giving an overt sales pitch.

Keep in mind that as part of your content marketing strategy, white papers should focus on problems that your audience wants to solve. If you offer a compelling solution, your audience will want to read all about it.

How do you persuade an audience to read your white paper?

To convince an audience to read your white paper and get all the way to the end, it first needs to be well written and offer compelling solutions to the issue at hand. With your expertise infused into one single document, it will become a master source of information to reach employees, potential customers and partners, or engineers and specialists looking to find out how something works.

You’ll need to make sure your white paper is easily accessible. You can place it prominently on your website or intranet, mail copies out in your direct marketing materials, and send it as part of an email campaign. Maybe it will even be worth a news release.

Differences between a white paper and a case study

As you can see, there are some key differences between a white paper and a case study. Case studies are shorter and descriptive. They present the details of a particular problem and how you gathered that information, then promote some solutions. White papers are longer and contain more technical research, and present the audience with very detailed recommendations or solutions to a problem.

Whether you create content internally or you plan on outsourcing content marketing , both types of content can serve your purposes.

Why should you create a case study?

Case studies may be your best bet if your goal is to evaluate a problem your business is facing. They are great if you need to break a complex topic down in layman’s terms and make it interesting.

Case studies can take your target audience on a journey. They can:

• Show your experience in a particular domain
• Showcase original writing
• Promote effectiveness within your organization
• Help close sales with a potential customer
• Demonstrate to existing customers that you are still their best choice

However, a case study tends to focus on a single project or idea and may not be applicable to your entire business or suite of products. It may also be more qualitative than quantitative.

Why should you create a white paper?

On the other hand, if you really want to demonstrate your expertise, you may want to focus your content marketing on a white paper. Because they are an educational tool, white papers can lay out information in detail while simultaneously presenting a persuasive argument. Many decision makers prefer using white papers to get thorough information and answers all in one place.

White papers can:

• Help generate leads
• Display original research
• Indirectly sell your products or services by explaining how you’ll address your customers’ problems
• Build trust with your audience (because you are establishing yourself as an expert)
• Boost SEO traffic on your website

Some disadvantages are that white papers can be time consuming to write, and the general public might consider them too “boring.”

How are white papers different from blog posts and e-books?

We’ve already discussed that white papers tend to be longer-form pieces. This differs from blog posts because blog posts are traditionally shorter (anywhere from three hundred to two thousand words).

White papers also differ from e-books, which tend to be more casual in tone. On the other hand, white papers are formal pieces of writing meant to establish expertise. In addition, white papers lean on data and research, whereas e-books are based on interesting trends and ideas and use far more visuals to help tell the story.

How to determine if you should use a case study or a white paper

So it finally comes down to determining if you should focus your content marketing on a case study or a white paper. No matter what kind of story you have to tell, focusing on quality content is the main consideration.

Ultimately, the goals of white papers and case studies are the same: to persuade your target audience to turn to your business to solve their problem—in other words, lead generation. Different marketing tools all have this same goal.

What makes the case for using a case study over a white paper?

If you aim to focus more on why you are backing a potential solution to a consumer’s problem and explain all the details of the problem you’re trying to solve, case studies are a great option. They may also benefit your business if you want to strike an educational tone without coming across as too sales-y.

Why use a white paper over a case study?

If you want to focus less on anecdotal evidence and instead stress how a consumer will benefit from your proposed solution to their problem, you may opt for a white paper. White papers can also be a great option if you want more of a hard sell document geared toward a B2B audience.

Another thing to keep in mind is that the material in case studies and white papers can be repurposed into blog posts, social media posts, and many other types of content.

Produce quality white papers and case studies with Elite Editing

If you’re still not sure which way to go when it comes to a case study versus a white paper, don’t give up hope. If you’re looking for a partner that understands your content needs, Elite Editing is here to help.

We have a full staff of writers, editors, and SEO experts at the ready to help craft top-notch case studies and white papers for your business. Getting a free quote is easy. Reach out to us today!

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How White Papers Are Different from Case Studies

• May 2, 2018

Home » How White Papers Are Different from Case Studies

There are many differences when it comes to white paper versus a case study with regards to the tone, destinations, gathering of people, topic, and straightforwardness of each record. Making high caliber, supportive substance at a normal rhythm is vital to creating inbound leads for your specialized business. Case studies and whitepapers are two of the most capable and sought after content formats by specialists, and both can enable you to create specialized leads for your business.

=== Table of Contents ===

What are whitepapers?

Whitepapers were initially utilized by government offices to display arrangement data. However over time it has emerged as a B2B marketer’s most effective inbound marketing tool . It is a powerful and educational piece intended to snatch the consideration of the reader while giving master understanding, specialized data, and a sensible contention keeping in mind the end goal to offer an item, administration, arrangement, or advancement.

A particular issue or obstruction is acquainted with the reader and the answer for it is introduced and illustrated. Outlines, charts, diagrams and other visual devices are typically incorporated into the white paper content to show data. The substance and tone of a white paper writing differ contingent upon the point and the forthcoming crowd.

What are case studies?

Case studies were at first utilized inside the field of sociology to test theories nearby measurement and are regularly used to analyze some social wonders. Organizations additionally deliver case studies. Statistical surveying, specifically, is territory in business where case studies are valuable. Case studies require a time of perception and additionally look into, ID of a particular issue, inadequacy, or wastefulness, the proposition of an answer, and assessment of how fruitful an answer was in understanding the issue. Like white papers, a case study analysis is utilized to introduce the advantages of an item, administration, or advancement; in any case, they additionally give genuine cases of how the item has turned out to be an answer for an issue or generally filled a void.

Because of the last mentioned, case studies normally give more prominent detail, except for Technical White Papers which give broad detail to engineers and other specialized pros on how an item functions or a technique is led. All the more frequently, white papers give data on how a business will profit by a proposed arrangement without depending on or focusing narrative proof. By virtue of their contrasting natures and zones of accentuation some white papers might be viewed as hard-offer archives, dependent upon the tone in which it is composed, while case studies content are normally drafted as delicate offer reports with to a greater extent an unpretentious, instructive tone.

The objectives of business or advertising case studies include: officials, clients, the overall population, and friend’s faculty. The target might be to build enthusiasm for an item, increment staff spirit, and bring certainty up in an organization and its capacity to give arrangements. Foundation data about an organization, including its piece of the pie, territories of specialization, and past victories, is regularly incorporated into keeping in mind the end goal to give a setting in which to put the case study

When directing case studies inside the fields of Social or Behavioral Science, people or gatherings are watched, and data is accumulated at that point examined, to frame decisions about connections as well as test speculations.

What are the differences between the two?

While every type of content looks to induce, case studies bargain more with examination and clarification to move down a proposed an answer, while white papers center around expanding the comprehension of an issue and offering the reader on the advantages of actualizing a specific arrangement, item, or administration, to tackle the issue. white papers are prevalently utilized as a part of business-to-business promoting to create leads, and to propose or display government strategy but at the same time are delivered in behavioral and sociology investigate.

Case studies are every now and again utilized as a part of business advertising, HR administration, and in the investigation of work and wellbeing markets, the viability of government strategy, intergovernmental relations, and different other sociology marvels.

White Papers were at first used to exhibit or propose government arrangement, while case studies were at first brought into sociology examine. A white paper gives the advantages and basis to the usage of a proposed arrangement, while a case study content gives genuine cases to how an answer has settled an issue.

A case study writing ordinarily offers more noteworthy detail than a white paper, except for specialized white papers. Case studies concentrate more on examination and demonstrating an answer’s viability, while white papers don’t give this confirmation. A case study is regularly subtler in nature than a white paper.

So, these are a few differences between case studies and white papers. Although they may seem similar, they are actually very different from one another from a content writer’s perspective.

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Case Study vs. White Paper: Marketing Tools

When it comes to marketing your brand or product, there is an overwhelming array of tools and strategies to choose from. While every business desires to reach its target audience effectively, the question arises, which approach should you take? Two popular options that often come up for consideration are case studies and white papers. Each of these tools has its unique strengths and benefits, but understanding the difference between the two is crucial in deciding which one suits your marketing objectives best. In this article, we’ll dive into the world of case studies and white papers, exploring their distinct characteristics, appropriate use cases, and the impact they can have on your marketing efforts.

What Sets a Case Study Apart?

A case study is a storytelling tool that allows businesses to showcase a specific problem or challenge faced by a client or customer and how their product or service successfully resolved it. Unlike white papers, case studies often rely on real-life experiences, making them more relatable and engaging for the audience. Think of a case study as a success story that provides concrete evidence of your product’s effectiveness in addressing a particular issue.

Case studies are particularly effective in industries where trust and credibility play a significant role. By presenting a real-world problem and its resolution, you can establish your expertise and build confidence in your target audience. Additionally, case studies allow potential customers to understand the practical applications of your product or service, making it easier for them to see how it could benefit their own business.

The Anatomy of a Case Study

While case studies can vary in structure and format, they typically follow a similar outline:

• The Introduction : This section provides an overview of the problem being addressed and introduces the client or customer involved.
• The Challenge : Here, you outline the specific obstacles and difficulties faced by the client, emphasizing the pain points.
• The Solution : This is the heart of the case study, where you detail how your product or service provided a solution to the client’s problem.
• The Results : In this section, you showcase the positive outcomes and benefits experienced by the client as a result of implementing your solution.
• The Conclusion : Finally, you wrap up the case study, summarizing the key points and reiterating the value of your product or service.

Harnessing the Power of White Papers

White papers, on the other hand, are comprehensive reports that delve deep into a specific industry, technology, or issue. They are typically used to educate readers on a particular topic, provide insightful analysis, and propose solutions. Unlike case studies, white papers focus more on research and data-driven explanations rather than storytelling.

White papers are particularly useful when you want to establish thought leadership, position your brand as an industry expert, or generate leads by offering valuable content to your audience. They allow you to share your knowledge, research, and insights, showcasing your expertise and credibility. Additionally, white papers can be powerful tools for influencing the decision-making process of your target audience, as they provide in-depth information, analysis, and recommendations.

The Structure of a White Paper

White papers typically follow a structure that involves the following elements:

• The Introduction : Here, you introduce the topic and its relevance to your audience, highlighting the problem or opportunity being addressed.
• The Background : This section provides a comprehensive overview of the topic, including relevant statistics, research findings, and industry trends.
• The Analysis : Here, you delve into the heart of the white paper, providing a detailed examination of the topic, presenting arguments, and supporting them with evidence.
• The Recommendations : In this part, you offer practical suggestions, strategies, or solutions based on your analysis.
• The Conclusion : Finally, you summarize the key findings and reiterate the value of your expertise in addressing the topic.

Now that we understand the basic differences between case studies and white papers, let’s delve into some key points to consider when deciding which tool to implement in your marketing strategy.

Choosing the Right Marketing Tool for Your Objective

When it comes to choosing between case studies and white papers, your decision should be driven by your specific marketing objectives and target audience. Here are a few factors to consider:

• Goal of Communication : If your goal is to showcase the practical applications of your product or service and build trust with potential customers, a case study would be the ideal choice. On the other hand, if your objective is to educate your audience, establish thought leadership, or generate leads, a white paper would be more suitable.
• Target Audience : Consider the preferences and needs of your target audience. Do they prefer concrete examples and real-life experiences, or are they more interested in in-depth analysis and research? Understanding your audience’s preferences will help you determine which tool will resonate best with them.
• Industry and Niche : Some industries may lend themselves more to case studies, while others may benefit from the informative nature of white papers. Consider the characteristics and dynamics of your industry to make an informed choice.
• Stage of Buyer’s Journey : The stage at which your target audience is in the buyer’s journey can also influence your decision. Case studies are often more effective for prospects in the decision-making stage, while white papers can be valuable resources for prospects in the awareness or consideration stages.

Now that you have a clearer understanding of the differences between case studies and white papers and how to choose between them, it’s time to leverage these marketing tools strategically to achieve your goals. Remember, both case studies and white papers have their unique strengths, and by incorporating them into your marketing strategy, you can effectively engage your audience, build credibility, and drive success for your brand.

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Disentangling Definitions: Understanding White Papers, Case Studies, and eBooks

• Written By Amy Sorter
• Updated: April 18, 2024

Long-form content is all the same, right? Not exactly. When it comes to white papers, case studies, and ebooks, the differences are important to know to ensure you focus on the most beneficial format for your readers and brand.

We’re exploring what makes each unique below and how to make them a part of your content strategy.

White papers, case studies, and ebooks: What’s the difference?

The importance of this story is that brands must be familiar with and understand when to use different content formats. However, trying to figure out when to use white papers vs. case studies vs. ebooks can be confusing.

This is partly because these three formats are considered interchangeable because they share the following characteristics:

• They’re primarily created as long-form content (with a minimum of 1,500 words)
• They’re highly useful for moving prospects along the marketing funnel, especially along the top or middle of the funnel
• They’re great for boosting brand awareness and gathering prospect information
• All three should be targeted to specific personas and target audiences

And… those are the only things white papers, case studies, and ebooks have in common. As the following demonstrates, the three content formats have different purposes and uses, and require different development techniques.

White papers: Academic persuasion, formal style

When it comes to white papers vs. case studies vs. ebooks, the classic white paper could be considered the scholastic tool of the business content world. Its goal is to help position an individual or corporate entity as an authority on an industry topic, product, service, or any other subject.

To succeed in this, a well-crafted white paper needs to provide persuasive, factual information about a particular product or subject matter.

This means that your white paper is more than an opinion created by an in-house marketing department. In fact, opinions shouldn’t make their way into white papers. A reputable white paper should contain facts as well as focused and original research. Where to find this research? Your client might have it on hand from focus groups or surveys. Or you could be asked to examine academic literature or data-rich websites.

When to use

White papers are ideal when it comes to building trust and credibility with your audience. They’re used when companies want to explain industry trends, predictions, or forecasts backed by well-sourced, primarily academic, information. Your white paper will likely be used to increase top-of-mind awareness among your prospects and clients by demonstrating expertise and impressive knowledge.

Best practices

Here are points to consider when writing a white paper:

• Watch your tone . White papers should be constructed in a highly academic, very professional tone. Always use third-person language.
• Back up points with fact s. Again, white papers aren’t containers for opinions. Take the time to conduct independent research, and be sure to source it. This can be done with footnotes, end notes, or in-parenthetical citations.
• Be sure to position the content, so it’s readable . The white paper’s tone is conservative. But the layout needs to be easy to read. Use headings, subheads, and bullet points to ensure readers can easily digest the content.

Case studies: Defining problems, providing solutions

Unlike white papers or ebooks, case studies are  a hard-sell tool, and they  don’t  need academic information to succeed. This is because  case studies introduce a specific problem , discuss how a company’s product or service can solve that problem, and then focus on the results of that usage. Most times, case studies rely on real-world specifics when it comes to solving a client’s problem or challenge.

Successful case studies are generally divided into four sections:

• The challenge or problem
• The product/service offered
• The solution (used by the specified product/service)
• The successful results, thanks to the solution

The goal of case study content is to demonstrate to prospects that a particular product or service can solve problems and how it does so.

Use case studies when you want to showcase a particular product or service and demonstrate how it solves a challenge or issue. This content format is a great testimonial in that prospects that read it can understand how the mentioned product or service can solve their own problems.

When writing up your case study, consider the following:

• Brush up your persuasive style . Again, out of the three types of longer-form content, your case study will be higher on the “hard-sell” style. The focus here is to convey that, as a product or service helped a client, it can help the reader as well.
• Highlight a problem similar to what your prospects face . To fully appreciate the benefits of the solution, readers need to know that the presented problem relates to what they’re going through.
• Use visual appeal . Rely on headers and footers to divide text and bulleted/numbered lists to provide information. Callouts are especially effective in case studies.
• List the data . Simply suggesting that a solution doubled a client’s website traffic or sales figures isn’t enough. Be specific with the numbers, so readers understand the solution’s impact.

Ebooks: Deep dives into topics of choice

Finally, when examining the differences between white papers vs. case studies. vs. ebooks, consider how the latter is used. Ebooks consist of content on digital pages that are meant to be viewed on a computer, tablet, or smartphone, though they can also be printed out as hard copies.

What does that content consist of? Well, pretty much anything the company wants it to. An ebook can be a straight marketing piece, complete with an in-depth explanation of a corporate product or service. It can also be a strict informational piece to demonstrate a company’s industry knowledge and trends — or it can be a combination of the two.

It can also teach your audience how to do something that directly or indirectly relates back to a product or service you sell.

Unlike the academic white paper or solutions-oriented case study, the ebook is long-form marketing content that is highly versatile, and used for a variety of content marketing purposes.

The ebook goes beyond the space and length of a blog, providing prospects with in-depth information about a particular topic. In this way, a company can position itself more effectively to a target audience.

Ebooks should be used when you have a specific story to tell, one that needs more space and length than what can be provided through a short-form blog or on a corporate website. In addition, ebooks can be used as guides to show prospects how to get from a point of origin to a particular goal.

What follows are best practices when it comes to crafting an ebook:

• Make it valuable to the audience . Specifically, the information provided should be interesting to your readers, and higher level or more in-depth than what might be found in a website blurb or short-form blog post. Your ebook should provide actionable advice, specific details, and thorough information when it comes to the topic at hand.
• Use plenty of visuals . Similar to other long-form content types, it’s important to break apart the editorial content through the use of headers, subheads, bullet points, numbered lists, and callouts. Ebooks are also ideal foundations for videos, graphs, charts, and infographics.
• Use a “business casual” conversation style . Remember that an ebook isn’t an academic treatise or stilted presentation. You can be a little informal in this case, and rely on a more relaxed style of writing to engage readers.

Long-form content is a powerful tool

White papers, case studies, and ebooks can be invaluable additions to any content strategy plan. But successful incorporation of these content formats requires insight into their use, purpose, and creation.

Taking the time to understand the differences between white papers, case studies, and ebooks will help you potentially become a better, highly regarded content producer.

White papers vs. case studies vs. ebooks — what’s right for your brand? Talk to a content specialist at ClearVoice today about creating a long-form content strategy for your brand.

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White Papers vs. Case Studies: What’s The Difference? (2nd In A Series)

Welcome to the second in our continuing series on understanding content – the different types of content available today. In our first installment, we looked at the difference between traditional book publishing and eBooks . Today, we look at the similarities – and differences – between white papers and case studies. They are very similar in some respects, but also very different.

White Papers – What Are They and How Are They Prepared?

One thing that both white papers and case studies have in common is that they are content written to focus in some way on solving a problem, but they take a somewhat different approach.

White papers are designed to be very objective in tone, rather than a personal recounting. People attracted to white papers are interested in a deep exploration of a topic, and are looking for specific information or strategies that can help them to address the needs they have in that area.

White papers make use of a standardized presentation format: There usually an executive summary which gives a 1-paragraph summary of the contents of the entire white paper. After that, there will follow the largest section, which is a detailed analysis of the problem situation as well as recommendations and recommended strategies. There will also be a concluding summary, which can often be more promotional in tone, with suggestions for follow-up and contact or next steps.

Overall, the approach of a white paper is to do a lot of “giving” to the reader, in the form of real-world help. This helps to establish and strengthen the credibility of the company and its brand as an industry expert voice.

Source material for a white paper could come from several separate articles or blog posts, but this will usually require heavy editing to fit it into the traditional white paper presentation. White papers can be packaged as PDF’s, workbooks, and also presentation slides. Logos and color design must be professionally executed as “image” is a big part of what makes white papers impressive to prospects!

What Exactly is a Case Study and How Is It Different From a White Paper?

Like white papers, a case study is also focused on how to solve a problem. But in the case of a case study the content preparation takes the form of a “story” or narrative about a specific client or situation.

The narrative of a case study provides detailed information about the problems and challenges facing someone who began working with you. You describe what issues they were facing, what solutions were proposed (including a description of other solutions they tried that did not solve their problem), and the results that were achieved.

One major difference – other than in the form of how the information is presented – is that a white paper is designed to appeal to someone looking for general, but actionable recommendations/strategies applicable throughout your industry – whereas case studies are really a form of “proof” that what you are doing works, that you can achieve the results for clients that you promise them.

With a case study, it is perfectly acceptable to put your company on display, in a way. But with a white paper your company is kept to the background, and may only make a brief entrance in the conclusion, “reach out” or next steps section, in order to keep the objective tone of the white paper intact.

Some Ways in Which Both Case Studies and White Papers Are Similar 

Both case studies and white papers are great for use as downloads and freebie offerings. White papers especially are great for gated content (i.e., that one must sign up to receive) as they have a higher perceived value. Case studies can be a useful offering for folks a bit further down in the sales funnel – who have an awareness of your company and an interest in using your services, but who need “proof” that you can do what you claim to do. Each in their own way, they can, when used properly, be effective in persuading “tire-kickers” to take the plunge!

One important note we will leave you with: Always make sure that you provide ways with your white papers and case studies, for interested parties to contact you if they have questions or require further follow-up. Without being overly-hyped, make sure your contact information is present and can be found easily and quickly .

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• White Paper Vs. Case Study: Key Differences You Need To Know
• Posted on August 4, 2022
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Table of Contents

White Paper Vs. Case Study

Producing valuable, high-quality content is always essential to generating inbound leads for a business. White papers and case studies are two effective and educational content types that provide a thorough grasp of a certain commodity, service, or technology and allow businesses to make a strong and persuading connection with their audience. Before we get into what’s better; white paper vs. case study, it’s important to understand the main difference between the two.

An authentic report that provides in-depth details about a certain good or service is known as a white paper. It combines the research and expert knowledge into a document that backs up a specific solution or suggestion. White papers help the reader comprehend the problem, how the solution is achieved, and how to build a better choice on the information. A white paper typically lasts between one to two years before it needs to be revised, though this can change depending on the industry.

A case study is both an analytical technique and a research framework for analyzing a particular challenge. It investigates a person, location, event, phenomena, etc., to gather essential ideas and findings that aid in highlighting the failures and achievements of earlier methods, comprehending the present difficulties, and predicting future trends. Case studies can either focus on one specific topic or be organized as a comparative examination that shows the connection between two or more different topics.

Why We Need A White Paper?

A white paper’s primary goal is to promote a specific technology, method, product, or service. White papers are primarily created for B2B marketing to provide robust and verifiable proof that particular good or service can be used to address the problem or challenge at hand.

Initially, government organizations used the white paper to give information on the policy. The white paper typically includes charts, diagrams, graphs, and other visual tools to show data. A white paper’s information and tone can change depending on the subject and target audience. It is a persuasive and educational essay designed to hold the reader’s interest while offering professional insight, technical details, and a reasoned argument to promote a good, service, idea, or policy.

While comparing white papers vs. case studies, it is essential to note that white papers require more focus as it is much more challenging to write and difficult to find appropriate white paper writers.

Why We Need A Case Study?

A case study’s main goal is to pinpoint the issue, present a range of workable remedies, and then present empirical evidence. Target audiences for business or marketing case studies may include executives, clients, the general public, and staff members of the organization. The goal can be to boost employee morale, interest in a product, or confidence in a company’s ability to solve problems. In order to provide the case study context, background information about a company is frequently included, along with its market share, areas of expertise, and past accomplishments.

To draw inferences about correlations and/or test hypotheses, individuals or groups are watched, information is acquired, and information is then examined while performing case studies in the social or behavioral sciences. Observing is necessary to pinpoint the problems and inefficiencies of the intended market and gauge the effectiveness of the offered solution.

A case study aids in bringing understanding to a challenging problem or thing. Through prior research, it can deepen an experience or strengthen already-existing knowledge. Their contextual analysis focuses on the relationships between a small set of circumstances or events. Consider a case study as a recommendation from a trusted source.

Key Difference: Case Study Vs. White Paper

White papers and case studies better than social media and email.

Using a Twitter account is undoubtedly simpler than writing a white paper. However, a Tweet comes and goes in a flash. As a means of promoting actual material, it’s better to consider social media as “anchor points” to B2B content. However, nothing drives results in B2B marketing like case studies and white papers.

Yes, email marketing is quite effective. Sending an email is less expensive than producing fresh material. However, unlike a good case study, you cannot reuse the content of an email in more than a dozen different ways. Furthermore, unlike a decent white paper, you cannot continue using the same email for a number of years.

Hire a Top-Quality Content Writing Agency

Irrespective of the type of content writing you’re looking for, whether it be white papers , case studies , blogs , or webpage content , One Content Pro is a highly recommended content writing agency . Their team of professional writers ensures timely submissions and pays attention to details.

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Case study vs. white paper: marketing tools.

When it comes to marketing tools, two options that often come to mind are case studies and white papers. Both of these resources play a crucial role in convincing potential customers about the value of a product or service. However, it’s important to understand the differences between these two tools and how they can be best utilized in your marketing strategy.

Case Studies: Bringing Real-Life Success Stories to the Forefront

A case study is a detailed analysis of a particular situation or problem, along with its effective solution. It typically includes actual data, statistics, and testimonials from real customers or clients who have experienced positive results after using a specific product or service. Think of a case study as a story that showcases the success and benefits of your offering. These real-life success stories create a sense of trust and credibility among potential customers. By showcasing how your product or service has helped others overcome challenges and achieve their goals, you provide evidence of your expertise and the value you bring to the table. Case studies can be a powerful marketing tool, particularly for businesses in specialized industries or those with complex offerings.

The Power of Case Studies

Case studies have several advantages over other marketing tools:

• Authenticity: Case studies are based on real experiences, making them highly authentic and relatable to potential customers.
• Concrete evidence: By presenting data, statistics, and testimonials, case studies provide concrete evidence of the benefits and value of your offering.
• Problem-solving: Case studies showcase how your product or service effectively addresses specific challenges or pain points, helping potential customers understand its relevance to their own situations.
• Engagement: The storytelling aspect of case studies can captivate readers and keep them engaged throughout the narrative.

White Papers: In-Depth Research and Analysis

White papers, on the other hand, are comprehensive reports that delve deep into a specific topic or issue within an industry. They are often used to educate potential customers about industry trends, best practices, or emerging technologies. Unlike case studies, white papers do not focus on individual success stories, but rather provide a broader perspective and analysis. A well-crafted white paper is an opportunity to demonstrate thought leadership and expertise in your field. It enables you to showcase your industry knowledge and positions your brand as a reliable source of information. White papers are particularly effective for B2B businesses and complex offerings that require a deeper understanding by potential customers.

Benefits of White Papers

Here are some advantages of using white papers as a marketing tool:

• Thought leadership: White papers establish your brand as an authority in your industry, enhancing trust and credibility among potential customers.
• Educational value: By providing in-depth analysis and insights, white papers educate readers about industry trends, best practices, and complex concepts.
• Lead generation: White papers can be used as gated content, requiring readers to provide their contact information before accessing the resource. This helps generate leads for your business.
• Longevity: Unlike other marketing materials that may have a shorter lifespan, white papers have a longer shelf life as a reference guide for industry professionals.

Choosing the Right Tool: Case Study vs. White Paper

Now that we understand the basic differences between case studies and white papers, it’s essential to determine which tool is best suited for your marketing goals. The choice depends on various factors, including the nature of your product or service, target audience, and the specific message you want to convey. If you have a product or service with tangible benefits and want to showcase real-life success stories, case studies are the way to go. On the other hand, if your focus is on establishing thought leadership and educating your audience about industry trends, white papers are the perfect choice. Remember that the effectiveness of both case studies and white papers depends on how well they are crafted and promoted. Make sure to maintain a friendly and human tone throughout the content, engage the reader, and provide valuable information.

Conclusion: Harnessing the Power of Case Studies and White Papers

Whether you opt for a case study or a white paper, both marketing tools can significantly impact your business by attracting potential customers and building trust and credibility. Deploying them strategically within your marketing strategy can help drive conversions and support your overall business objectives. In conclusion, case studies and white papers are valuable assets that play distinct roles in your marketing arsenal. By understanding their unique advantages and choosing the right tool for your message, you can leverage their power to engage, educate, and persuade your target audience. So, whether you decide to showcase real-life success stories through compelling case studies or establish thought leadership with in-depth white papers, these marketing tools will undoubtedly help you make a lasting impression in the minds of potential customers.

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Difference Between a White Paper and a Case Study

• Categorized under Career & Education | Difference Between a White Paper and a Case Study

White Paper vs Case Study

There are several significant differences between a White Paper and a Case study when it comes to the tone, objectives, audience, subject-matter, and directness of each document.

The white paper was originally used by government agencies to present policy information. It is a persuasive and informative piece meant to grab the attention of the reader while providing expert insight, technical information, and a logical argument in order to sell a product, service, policy, or innovation. A specific problem or obstacle is introduced to the reader and the solution to it is presented and outlined. Charts, diagrams, graphs and other visual tools are normally included in the white paper to display information. The content and tone of a white paper vary depending on the topic and the prospective audience.

Case Studies were initially used within the field of social science to test hypotheses alongside statistic and are typically used to examine some social phenomena. Businesses also produce case studies. Market research, in particular, is area in business where case studies are useful. Case studies require a period of observation and/or research, identification of a specific problem, insufficiency, or inefficiency, the proposal of a solution, and evaluation of how successful a solution was in solving the issue(s). Similar to white papers, case studies are used to present the benefits of a product, service, or innovation; however, they also provide real examples of how the product has proved to be a solution to a problem or otherwise filled a void. Due to the latter, case studies typically provide greater detail, with the exception of Technical White Papers which provide extensive detail to engineers and other technical specialists on how a product works or a procedure is conducted. More often, white papers provide information on how a business will benefit from a proposed solution without relying on or stressing anecdotal evidence. On account of their differing natures and areas of emphasis some white papers may be considered hard-sell documents, depending on the tone in which it is written, while case studies are typically drafted as soft-sell documents with more of a subtle, educational tone.

The targets of business or marketing case studies include: executives, customers, the general public, and company personnel. The objective may be to increase interest in a product, increase staff morale, and raise confidence in a company and its ability to provide solutions. Background information about a company, including its market share, areas of specialization, and previous successes, is often included in in order to provide a context in which to place the case study.

When conducting case studies within the fields of Social or Behavioral Science, individuals or groups are observed, and information is gathered then analyzed, in order to form conclusions about relationships and/or test hypotheses.

While each seeks to persuade, case studies deal more with examination and explanation to backup a proposed a solution, while white papers focus on increasing the understanding of a problem and selling the reader on the benefits of implementing a particular policy, product, or service, to solve the issue. white papers are popularly used in business-to-business marketing to generate leads, and to propose or present government policy but are also produced in behavioral and social science research. Case studies are frequently used in business marketing, human resources management , and in the study of labor and health markets, the effectiveness of government policy, intergovernmental relations, and various other social science phenomena.

• White Papers were initially used to present or propose government policy, while case studies were initially introduced into social science research.
• A white paper provides the benefits and rationale for the implementation of a proposed solution, while a case study provides actual examples for how a solution has fixed a problem.
• A case study typically offers greater detail than a white paper, with the exception of technical white papers.
• Case studies focus more on examination and proving a solution’s effectiveness, while white papers do not provide this evidence.
• A case study is typically more subtle in nature than a white paper.
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Cite APA 7 , . (2013, January 30). Difference Between a White Paper and a Case Study. Difference Between Similar Terms and Objects. http://www.differencebetween.net/miscellaneous/career-education/difference-between-a-white-paper-and-a-case-study/. MLA 8 , . "Difference Between a White Paper and a Case Study." Difference Between Similar Terms and Objects, 30 January, 2013, http://www.differencebetween.net/miscellaneous/career-education/difference-between-a-white-paper-and-a-case-study/.

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3 key differences between white papers and scientific papers.

by Erica Mitchell | November 3 2021 | Research | 4 Comments

On the surface, commercial white papers and scientific papers published in journals appear similar. They are both presented with an emphasis on narrative rather than design, so neither will have flashy artwork or photographs and statistics are presented in black and white tables or graphs. They are similar in length - from 6 to 12 pages, give or take. Both will have citations, either as footnotes or end notes, using current research from respected journals and thought leaders. Even the formatting will look similar, with section headings including a brief summary, background, analysis, and presentation of data. Looking behind the surface, however, reveal 3 important differences.

Difference #1: The Author

Commercial white papers are written by a company's in-house staff or by a freelance writer under contract. The writer meets with the marketing staff to discuss the information to be presented, to determine an angle, and set parameters on facts and messaging. The author may have a background in the topic or product, but this is not required. The entire process can take anywhere from 25 - 50 hours to complete, from planning to publication. Final editing and approval is granted by the sponsoring company. Ultimately, the white paper reflects directly on the company that sponsors it, not directly to the author.

This anonymity could not be further from the authorship of scientific journal articles. For these documents, the authors are not only responsible for the narrative, they are also the lead investigators in the study, the experts analyzing data for their peers in the scientific world. Their published work is inexorably tied to their names, their careers, and their professional legacy. Important publications will continue to be cited in future work, each citation listing their name and article. Journal authors also take complete responsibility for the content of their articles, presenting their data at conferences, answering questions for interviews, and providing additional materials to those researchers wanting to know more. Final approval for these publications is granted by a panel of peer editors as well as the journal editor, often after several rounds of edits and clarifications that can take up to a year - in addition to the months or years required for the study itself.

Difference #2: The Goal

The goal of the white paper is to direct the reader towards making a specific decision . In one definition of a white paper, this type of document is "a persuasive essay that uses facts and logic to promote a certain product, service, or viewpoint." The author directs the reader to a specific conclusion using carefully-selected facts and logic, all with the desired result of portraying the product, service, or viewpoint in the best possible light.

In contrast, an academic paper will present the results of a study in order to contribute to the body of scientific knowledge , "warts and all." That is to say, the author's goal is to put forward data with analysis that add to the scientific conversation, to help clarify a bigger picture, and hopefully encourage further research. The author will build a logical framework with evidence from previous work, while acknowledging opposing viewpoints or possible contradictions. Every scientific paper will contain clear mention of the study's strengths and weaknesses, and any concluding statements will be carefully phrased in order to remain open-ended and neutral.

Difference #3: The Results

If the goal of the white paper produced by a for-profit company is persuading the reader to reach a specific conclusion, then the desired result of that document is a sale by the company that sponsored it . A white paper may not contain a sales pitch, but its carefully crafted message is intended to guide the reader to a specific decision: Investment in the product being described.

For a scientific journal article, the goal is to add to the body of knowledge in a meaningful way. Evidence of the relevance of this contribution can be the citation of that work in future presentation and/or articles published in the same field. Authors of significant work may also benefit from career advancement, requests for presentations at conferences and symposia, and availability of granting opportunities to continue their research. These results may seem amorphous to the layperson, but contributing to the vast body of academic knowledge is the pursuit of every research scientist. Just as the teacher aims to awaken a love of learning in a student, or a doctor works to heal a patient, the research scientist hopes to add a brick to the growing foundation of scientific knowledge, knowing that the brick may be the keystone to even greater discoveries.

This is not to say that all scientific papers add meaningfully to the body of knowledge, nor that all white papers are devoid of scientific value. Not all scientific papers are devoid of corporate influence, with some companies investing in research that then is published in an academic journal (with full disclosures in the publication). And not all white papers are a part of a corporate sales funnel. There are white papers produced by non-profit organizations, including professional associations, that are also persuasive rather than neutral. (An example would be a white paper about climate change produced by an environmental non-profit agency.) In these cases, the goal is to present and defend a specific viewpoint with no direct sales or commercial interest in mind. Some of these types of white papers will be published by trade magazines, appear in conference proceedings, and even be cited in other literature. While they are not neutral per se, they are not commercial in intent.

Commercial white papers can be helpful. For a potential customer considering a product, it can present a lot of information and statistics in a streamlined form, help the reader convince others about their support of a product, and identify practical ways to decide whether or not the product is a good match for one's needs. It's important for readers to always keep in the back of their minds, however, that it is a marketing tool that may not present a complete picture. In an academic hierarchy , the scientific paper will be considered superior, since they are unbiased and peer-reviewed. Ideally, a consumer will use both white papers and scientific research to make the best decision for their needs.

  Editor's Note: This post was originally published in December 2016 and has been updated for freshness, accuracy and comprehensiveness.

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