What is a white paper, and how is it different from a case study? While many people aren’t clear on the differences between the two, each has a distinct purpose and can be a valuable tool in your marketing strategy.

A white paper is a guide for solving a problem relevant to your audience. White papers give you an opportunity to show thought leadership and educate your customers and prospects about common issues in your industry.

A case study, on the other hand, is an in-depth report about a client or small group of clients with a situation that your company helped resolve. These marketing pieces allow readers to put themselves in a particular situation and envision how your company would solve their own problems.  (more…)