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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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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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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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Differences Finder

Case Study vs White Paper: Understanding the Differences

In the landscape of business and academic writing, case studies and white papers hold significant positions for conveying information, persuading audiences, and demonstrating expertise. However, the distinctions between them can sometimes be unclear to those …

Published on: Technology

In the landscape of business and academic writing, case studies and white papers hold significant positions for conveying information, persuading audiences, and demonstrating expertise. However, the distinctions between them can sometimes be unclear to those new to the fields of marketing, consulting, or scholarly research. This article aims to clarify those differences, guiding you through their unique characteristics, purposes, and contexts of usage. Here, we will define what each type of document entails, how they differ from one another, their respective applications, and provide examples to illustrate their effectiveness. Understanding these distinctions is crucial for businesses, academics, and professionals who want to maximize the impact of their written communications.

Introduction to Case Studies and White Papers

Case studies and white papers are two distinct types of documents used extensively in business and academia to communicate insights, research findings, and strategic thoughts. Despite their popularity, they serve different purposes and are structured differently. Knowing when to choose a case study over a white paper, or vice-versa, can significantly influence the reach and effectiveness of your message.

What is a Case Study?

A case study is an in-depth analysis of a particular event, situation, or organization over a period. Typically, it focuses on real-life scenarios, exploring the context, challenges, strategies, and outcomes involved. Case studies are commonly used in educational settings, business environments, and healthcare fields to teach problem-solving and analytical skills.

They are often presented as narratives, accompanied by data, testimonials, and visual aids, making them engaging and relatable. The goal is to provide practical insights and lessons that can be applied to similar situations in the future. Case studies are particularly effective for demonstrating the application of theories, showcasing successful projects, and highlighting the benefits of specific products or services.

What is a White Paper?

A white paper, on the other hand, is an authoritative report or guide that addresses complex issues and presents the author’s viewpoint or solutions. It is more formal and persuasive than a case study, aiming to inform readers thoroughly and influence their decision-making processes.

White papers are highly structured, featuring sections like an executive summary, introduction, analysis, recommendations, and conclusion. They are rich in data, research findings, and credible references, often used to support a specific position or persuade stakeholders about the need for a particular course of action. In the business world, white papers are instrumental in marketing, establishing thought leadership, and providing in-depth content that drives conversations.

Key Differences Between Case Studies and White Papers

Understanding the key differences between case studies and white papers helps in choosing the right tool depending on the objective:

• Purpose and Focus : Case studies emphasize real-world scenarios and practical examples, focusing on specific instances. White papers concentrate on theories, propositions, and extensive analysis of broader issues.
• Audience : Case studies are often aimed at practitioners, students, and clients who are looking for relatable, real-life examples and practical insights. White papers target decision-makers, policymakers, and analysts who require comprehensive, data-driven insights.
• Structure : Case studies are narrative-driven, often following a storytelling format that includes context, problem, solution, and results. White papers follow a formal structure with sections dedicated to analysis, data interpretation, and recommendations.
• Tone and Style : The tone of a case study is generally exploratory and reflective, while a white paper is authoritative and persuasive.

When to Use a Case Study

Case studies are valuable in contexts where real-life examples can provide significant learning or persuasive power. Here are some scenarios where a case study might be the best choice:

• Educational Purposes : In academic settings, case studies are used to teach students how to apply theoretical knowledge to real-world situations.
• Marketing and Sales : Companies use case studies to demonstrate the effectiveness of their products or services through customer success stories.
• Consulting : Consultants use case studies to show how their strategies or solutions have been implemented successfully in other organizations.

When to Use a White Paper

White papers are suited for circumstances requiring in-depth exploration of a topic, supporting complex decision-making processes. Examples include:

• Thought Leadership : Organizations use white papers to establish themselves as experts in their field, providing deep insights into industry trends, issues, and solutions.
• Policy Development : Governments and NGOs publish white papers to propose new policies or changes to existing ones.
• Complex Problem Solving : Businesses release white papers to address complex issues, providing detailed analysis and recommending specific actions.

Advantages and Disadvantages of Case Studies

Advantages:

• Relatability : Real-world examples make it easier for readers to relate and engage.
• Practical Insights : Provides concrete lessons and outcomes that can be applied directly.
• Engagement : The narrative format and storytelling aspects keep the reader interested.

Disadvantages:

• Scope : Focuses on specific instances, which might not be generalizable.
• Depth : May lack the depth and comprehensive data required for deeper analysis.
• Bias : Can sometimes be too subjective, focusing mainly on positive outcomes.

Advantages and Disadvantages of White Papers

• Authority : Establishes the author or organization as an expert in the field.
• Comprehensive : Covers topics in great detail, providing extensive data and analysis.
• Persuasive : Well-structured arguments can significantly influence decision-making.
• Complexity : High complexity can deter casual readers or those looking for quick insights.
• Time-Consuming : Requires a significant time investment to produce and read.
• Less Engaging : Formal tone and structure might be less engaging for some audiences.

Examples of Effective Case Studies

• Apple’s Transition to Intel Chips : Apple’s switch from PowerPC to Intel chips in 2005 is a frequently cited case study in business schools. It discusses the strategic decision-making, implementation challenges, and eventual successes.
• Starbucks’ Expansion in China : This case study explores how Starbucks adapted its business model to suit the Chinese market, addressing cultural differences and local competition.
• Zara’s Fast Fashion Model : Detailed case studies on Zara illustrate how its unique supply chain and business model empower it to respond quickly to fashion trends, setting it apart in the retail industry.

Examples of Effective White Papers

• Google’s Self-Driving Car Project : Google’s white paper on autonomous vehicles details the technical, ethical, and regulatory challenges, presenting their vision and research findings.
• IBM’s Cloud Computing Solutions : IBM frequently publishes white papers on cloud computing, exploring the benefits, challenges, and future trends, supported by extensive data and case studies.
• World Bank Reports : The World Bank releases white papers on various global economic issues, combining rigorous research with policy recommendations to influence global economic strategies.

Understanding the nuances of case studies and white papers is essential for anyone involved in producing or utilizing these documents, ensuring they are used effectively to achieve the desired outcomes.

The Purpose and Application of Case Studies in Business and Research

Case studies are a staple in both academic and business settings, used to illustrate real-life scenarios that help in understanding complex concepts, validating theories, or demonstrating the practical applications of strategies and solutions. In business, a case study typically involves an exhaustive, detailed examination of a particular client, project, or organizational situation over a specific period. This sub-article delves into the myriad ways case studies serve their purpose, highlighting their versatile applications across various sectors.

Academic Uses

In the academic realm, case studies essentially function as a tool for exploring theories and testing hypotheses through the lens of concrete examples. They are particularly prevalent in disciplines such as psychology, sociology, and business studies. Academicians and researchers employ case studies to derive insights that can be generalized to broader contexts, although the primary focus remains on the detailed narrative of the specific case.

Business Applications

In business, case studies are indispensable for showcasing successful implementations of products, services, or strategies. They often outline the challenges faced by the client or organization, the detailed process undertaken to address these challenges, and the final results achieved. For instance, a software company might use a case study to illustrate how its product improved the efficiency of a client’s operations, complete with data, testimonials, and a narrative that underscores the unique value proposition offered.

Stages of Creating a Case Study

The process of creating a case study typically involves several stages: 1. **Identification of a suitable subject** that has experienced notable success or transformation. 2. **Comprehensive data collection**, which may include interviews, documentation reviews, and observational studies. 3. **Data analysis and organization** into a coherent narrative that emphasizes key points and provides actionable insights.

Purposes of Case Studies

Case studies serve several purposes in business and research: 1. **Educational Tools**: Case studies are widely used in educational settings to give students real-world examples that illustrate theoretical concepts. They help bridge the gap between academic theory and practical application.

2. **Decision-Making Support**: Organizations use case studies to document and analyze past projects and initiatives. This facilitates better decision-making by learning from previous successes and mistakes.

3. **Marketing and Sales**: Businesses use case studies to demonstrate the effectiveness of their products or services to potential clients. They serve as powerful testimonials that highlight how the company’s offerings can resolve specific problems.

4. **Research and Development**: Researchers use case studies to explore new fields of study or to gain a deeper understanding of complex issues. They can help in identifying patterns, generating hypotheses, and developing new theories.

Overall, the utility of case studies lies in their ability to provide in-depth understanding and actionable insights. They offer a detailed, narrative form of evidence that can persuade, educate, and inform stakeholders across various domains.

Crafting Compelling White Papers: Key Elements and Best Practices

White papers are authoritative reports or guides that concisely address complex issues while proposing informed solutions. They are primarily used in business and governmental contexts to inform readers and guide decision-making processes. Unlike case studies, which focus on specific instances, white papers tend to provide a broader analysis of a topic, often supported by data, research, and expert insights. This sub-article focuses on the essential elements and best practices for crafting compelling white papers.

Essential Elements of a White Paper

A well-crafted white paper typically starts with a clear objective. The topic should be relevant and address specific concerns or questions pertinent to the target audience. Whether the aim is to explain a new regulatory policy, demonstrate thought leadership in a particular industry, or advocate for a specific solution, the objective should be clearly defined before any research or writing begins.

Structure of a White Paper

A typical white paper includes the following sections: 1. **Title Page**: This includes the title of the white paper, the author’s name, and often the date of publication. Titles should be engaging and reflective of the content. 2. **Executive Summary**: This section provides a brief overview of the white paper’s main points. It should be concise yet comprehensive enough to give readers a quick understanding of what to expect. 3. **Introduction**: The introduction sets the stage for the rest of the document. It usually outlines the problem or issue at hand and states the relevance and importance of the topic. 4. **Problem Statement**: This section delves deeper into the issue, providing context and background information. It lays the groundwork for the proposed solutions discussed later in the white paper. 5. **Research and Analysis**: Here, detailed research findings are presented. This section is often data-heavy and should include charts, graphs, and citations as necessary to support the analysis. 6. **Proposed Solutions**: Based on the research and analysis, this section outlines potential solutions or recommendations. It should be practical, actionable, and supported by evidence. 7. **Conclusion**: The conclusion summarizes the key points made in the white paper and reiterates the importance of the proposed solutions. 8. **References**: A well-documented white paper should include a list of all sources cited in the document. This adds credibility and allows readers to further explore the topic.

Best Practices for Crafting Effective White Papers

1. **Clarity and Precision**: Ensure the language used is clear and precise. Avoid jargon unless it’s necessary and can be explained within the text. 2. **Credible Data**: Use reliable and up-to-date data. Cite sources accurately to enhance credibility. 3. **Visual Aids**: Incorporate visual aids such as charts, graphs, and infographics to help illustrate key points and make complex data easier to understand. 4. **Engagement**: While white papers are formal documents, it’s still important to engage the reader. A compelling narrative, logical flow, and well-organized sections can help maintain interest. 5. **Call to Action**: Often, white papers are used as marketing tools. Include a call to action that guides readers on the next steps, whether it’s reaching out for more information, implementing recommended solutions, or engaging with further content.

By adhering to these principles, businesses and organizations can produce white papers that not only inform and educate but also influence decision-making and demonstrate thought leadership. White papers thus play a critical role in strategic communication, providing in-depth analysis and insights that drive informed decisions.

1. **What is the primary difference between a case study and a white paper?** – A case study focuses on a specific instance or example, highlighting how a particular solution or product has been applied to resolve a problem, while a white paper provides an authoritative, in-depth report on a broader issue, often offering a detailed analysis, insights, and recommendations.

2. **When should a business use a case study versus a white paper?** – A business should use a case study when they want to demonstrate real-world application and success stories of their products or solutions. On the other hand, they should use a white paper to educate their audience about a complex issue, suggest solutions, and establish thought leadership in their industry.

3. **Who is the intended audience for a case study?** – The intended audience for a case study typically includes potential customers, clients, or stakeholders who are interested in understanding how a solution or product has been successfully implemented in real-life scenarios.

4. **What elements are commonly found in a white paper that may not be present in a case study?** – A white paper commonly includes detailed analysis, industry data, technical details, theoretical context, and comprehensive discussions on potential solutions. In contrast, a case study often focuses more on narrative elements such as the problem, the solution implemented, and the results achieved.

5. **How does the length of a case study compare to that of a white paper?** – Generally, a case study is shorter, typically ranging from a few pages to around ten pages, focusing on specific examples and narratives. A white paper is usually longer, often extending from ten to thirty pages or more, offering a thorough exploration of a topic with extensive research and detailed information.

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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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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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White Paper vs. Case Study: Understanding the Differences

Table of Contents

White papers and case studies are two marketing materials businesses use to communicate with their target audience. While both serve a similar purpose, the two have distinct differences.

A white paper is an authoritative report that presents a problem and proposes a solution. It is typically used to educate and inform readers about a particular industry or technology. A white paper may include statistics, research findings, and expert opinions to support its claims. White papers are often longer than case studies, ranging from 6 to 20 pages, and are designed to provide a comprehensive overview of a particular topic.

Case studies are shorter than white papers, typically 2 to 4 pages, and are designed to highlight the benefits of a particular product or service. On the other hand, a case study is a real-life example of how a business solved a problem or achieved success using a specific product or service. It provides detailed information about the customer’s experience and the solution provided by the company.

White papers are more focused on educating and informing readers about a particular industry or technology, while case studies are more focused on demonstrating how a product or service can solve a specific problem. Both marketing materials are valuable tools for businesses, and the choice of which to use depends on the marketing objective and the target audience.

Introduction to White Papers and Case Studies

White papers and case studies are two marketing materials businesses use to communicate with their target audience.

A white paper is an authoritative report that presents a problem and proposes a solution. It is typically used to educate and inform readers about a particular industry or technology. Businesses often use white papers to establish thought leadership, generate leads, and provide in-depth information to potential customers.

Businesses often use case studies to showcase their expertise and provide social proof to potential customers. On the other hand, a case study is a real-life example of how a business solved a problem or achieved success using a particular product or service. It provides detailed information about the customer’s experience and the solution provided by the company.

Both white papers and case studies are essential tools for businesses looking to communicate with their target audience. They are typically used in the middle and late stages of the buyer’s journey when potential customers evaluate solutions to their problems. 

By providing valuable information and demonstrating expertise, businesses can build trust and establish themselves as credible solution provider.

The benefits and challenges of using white papers and case studies in marketing and sales efforts

White papers and case studies are powerful marketing tools that offer several benefits to businesses. However, there are also some challenges associated with using them effectively.

Benefits of using white papers in marketing and sales efforts:

• Establishing thought leadership: White papers help businesses establish themselves as thought leaders by showcasing their expertise and knowledge.
• Generating leads: White papers can attract potential customers and generate leads by providing valuable information addressing their pain points.
• Building brand awareness: White papers can help businesses increase their brand awareness by reaching a wider audience and positioning themselves as reputable solution provider.
• Educating prospects: White papers can educate prospects about a particular industry or technology, making them more informed and better prepared to make purchasing decisions.

Challenges of using white papers in marketing and sales efforts:

• Time and resources: White papers can be time-consuming and resource-intensive, requiring research, writing, and design expertise.
• Technical jargon: White papers can sometimes be too technical or jargon-heavy, making them difficult for non-experts to understand.

Benefits of using case studies in marketing and sales efforts:

• Demonstrating success: Case studies show how a business has helped previous customers solve their problems or achieve success, providing social proof to potential customers.
• Building trust: Case studies help businesses build trust with potential customers by demonstrating their ability to provide effective solutions.
• Addressing objections: Case studies can address common objections or concerns that potential customers may have about a product or service.

Challenges of using case studies in marketing and sales efforts:

• Customer privacy: Businesses need to ensure they have customers’ permission to use their names and details in case studies.
• Limited scope: Case studies are specific to a particular customer and may not apply to all potential customers.

While there are benefits and challenges associated with using white papers and case studies in marketing and sales efforts, when used effectively, they can be powerful tools to establish thought leadership, generate leads, build brand awareness, demonstrate success, and build trust with potential customers.

Critical Differences Between White Papers and Case Studies

White papers and case studies are essential marketing tools businesses can use to communicate with their target audience. While they share some similarities, the two also have crucial differences.

• Purpose: The primary purpose of a white paper is to educate and inform readers about a particular industry or technology. On the other hand, a case study’s goal is to showcase how a business solved a specific problem or achieved success using a product or service.
• Content: White papers are typically longer than case studies and provide a comprehensive overview of a particular topic. They often include statistics, research findings, and expert opinions to support their claims. On the other hand, case studies are shorter and more focused on a particular customer’s experience and the solution the business provides.
• Format: White papers are usually presented in a formal and academic format, similar to a research report. Case studies are often presented in simple storytelling, focusing on the customer’s journey and experience.
• Audience: White papers generally aim at a broader audience, including industry experts, academics, and potential customers interested in learning about a particular industry or technology. Case studies are more targeted at potential customers who are considering using a specific product or service.
• Goal: A white paper aims to provide valuable information and establish thought leadership in a particular industry. A case study seeks to demonstrate how a business has solved a specific problem and provide social proof to potential customers.

White papers and case studies are valuable marketing tools businesses can use to communicate with their target audience. The choice of which to use depends on the marketing objective, the target audience, and the information that needs to be shared.

Purpose and objectives

Any marketing effort aims to communicate with the target audience and achieve specific objectives that support the overall business goals.

A white paper aims to educate and inform readers about a particular industry or technology, establish thought leadership, and provide in-depth information to potential customers. A white paper seeks to attract potential customers and generate leads by providing valuable information addressing their pain points. Additionally, white papers can help businesses build brand awareness and increase their credibility in the industry.

The purpose of a case study is to showcase how a business solved a particular problem or achieved success using a product or service. The objective of a case study is to provide social proof to potential customers and build trust by demonstrating the business’s ability to provide effective solutions. Case studies can also help companies to address common objections or concerns that potential customers may have about a product or service.

The purpose of white papers and case studies is to communicate with the target audience and achieve specific objectives that support the overall business goals. While the definition of a white paper is to educate and inform readers, the purpose of a case study is to demonstrate how a business has solved a particular problem. The objectives of both marketing materials include generating leads, building brand awareness, and establishing credibility and trust with potential customers.

Audience and format

The audience and format of marketing materials like white papers and case studies are essential considerations when creating these materials.

White papers are often presented in a formal and academic format, similar to a research report, with clear sections, headings, tables and figures, and references. The content of a white paper should be in-depth and authoritative, focusing on educating and informing the reader. White papers typically aim at a broader audience, including industry experts, academics, and potential customers interested in learning about a particular industry or technology.

The content of a case study should focus on the customer’s experience and the solution provided by the business. Case studies are often presented in simple storytelling, focusing on the customer’s journey and experience. They may include quotes from the customer, photos, and other visual elements that help bring the story to life.

Both white papers and case studies can be presented in various formats, including PDFs, web pages , blog posts , and even videos. The choice of design depends on the target audience and the marketing campaign’s goals. For example, a PDF white paper may be appropriate for an academic audience, while a video case study may be more engaging for a younger, tech-savvy audience.

The audience and format of marketing materials like white papers and case studies are essential considerations when creating these materials. The choice of format depends on the target audience and the marketing campaign’s goals. White papers are typically aimed at a broader audience and presented formally, while case studies are more focused on potential customers and presented in a more casual storytelling format.

Content and structure

The content and structure of marketing materials like white papers and case studies are vital in creating effective and engaging pieces that resonate with the target audience.

White papers typically follow a structured format that includes an introduction, problem statement, problem analysis, proposed solution, and conclusion. 

• The introduction should grab the reader’s attention and set the tone for the rest of the paper. 
• The problem statement should clearly define the issue being addressed, while the problem analysis should provide in-depth information and research about the subject. 
• The proposed solution should outline the business’s approach to solving the problem, with supporting evidence and statistics. 
• The conclusion should summarize the paper’s main points and provide a call to action for the reader.

Case studies follow a more flexible format but generally include an introduction, background information about the customer, the problem or challenge faced by the customer, the solution provided by the business, and the results achieved. 

• The introduction should set the scene and establish the problem faced by the customer. 
• The background information should provide context about the customer and their industry. 
• The problem or challenge should be clearly defined, with supporting evidence and statistics. 
• The solution the business provides should be described in detail, focusing on the customer’s benefits. 
• Finally, the results achieved should be quantified and presented compellingly.

In terms of content, both white papers and case studies should be written in a clear, concise, and engaging style that is appropriate for the target audience. They should be well-researched and provide valuable insights and information. Visual elements like charts, graphs, and images can also be included to help illustrate key points and make the content more engaging.

The content and structure of marketing materials like white papers and case studies are essential in creating effective and engaging pieces. 

White papers follow a structured format that includes an introduction, problem statement, analysis of the problem, proposed solution, and conclusion. In contrast, case studies follow a more flexible design that consists of an introduction, background information about the customer, the problem or challenge faced by the customer, the solution provided by the business, and the results achieved. 

Both marketing materials should be written in a clear, concise, and engaging style appropriate for the target audience.

Use cases and outcomes

Use cases and outcomes are essential when creating marketing materials like white papers and case studies. These elements help provide a clear understanding of the product or service and the potential benefits to the customer.

White papers can highlight use cases and outcomes by providing in-depth information about a particular industry or technology. They can demonstrate how the proposed solution can be applied in different scenarios to solve specific problems and provide significant benefits. White papers can also showcase real-world examples of how businesses have used the key to achieve success.

Case studies are beneficial for highlighting use cases and outcomes. They provide a real-life example of how a business solved a particular problem using a product or service. Case studies can demonstrate the specific challenges faced by the customer and how the solution provided by the company solved the problem. They can also offer quantifiable outcomes, such as increased productivity or revenue, to demonstrate the solution’s benefits to potential customers.

Outcomes are also crucial in measuring the success of marketing campaigns. White papers and case studies can be used to track engagement and lead generation, providing valuable feedback on the effectiveness of the materials. Tracking outcomes can also provide insight into customer needs and help to refine marketing strategies.

Use cases and outcomes are essential in creating marketing materials like white papers and case studies. White papers can highlight use cases and products by providing in-depth information about a particular industry or technology. In contrast, case studies provide a real-life example of how a business solved a specific problem using a product or service. Outcomes are also crucial in measuring the success of marketing campaigns and tracking engagement and lead generation.

Best Practices for Using White Papers and Case Studies

When using white papers and case studies in marketing efforts, several best practices can help businesses create compelling and engaging materials that resonate with their target audience. Here are some essential best practices:

• Clearly define the target audience: Before creating white papers and case studies, businesses should define their target audience and understand their needs and pain points.
• Use a clear and concise writing style: White papers and case studies should be written clearly and concisely, which is easy to understand. Avoid using technical jargon that may confuse readers.
• Provide valuable insights and information: White papers and case studies should provide valuable insights and information relevant to the target audience. Use data and statistics to support the claims made in the materials.
• Use a compelling headline and introduction: A persuasive headline and introduction can grab readers’ attention and encourage them to read.
• Use visual elements: Visual elements like charts, graphs, and images can help to break up the text and make the materials more engaging.
• Provide a call to action: White papers and case studies should provide a clear call to action for the reader, encouraging them to take the next step in the buyer’s journey.
• Use various formats: White papers and case studies can be presented in multiple forms, including PDFs, web pages, blog posts, and videos. Using a variety of designs can help to reach a wider audience and make the materials more engaging.
• Track engagement and outcomes: Tracking engagement and results can provide valuable feedback on the effectiveness of the white papers and case studies and help businesses refine their marketing strategies.

By following these best practices, businesses can create effective and engaging white papers and case studies that provide valuable information to their target audience and help to drive leads and sales.

Strategies for effectively using white papers and case studies in marketing and sales efforts, such as selecting the correct format and audience and tailoring content to address specific business challenges and objectives

White papers and case studies are powerful marketing tools that help businesses effectively communicate with their target audience and achieve specific business objectives. Here are some strategies for effectively using white papers and case studies in marketing and sales efforts:

• Select the correct format and audience: Choose the format and audience that best fit the business’s objectives and target audience. For example, a PDF white paper may be appropriate for an academic audience, while a video case study may be more engaging for a younger, tech-savvy audience.
• Tailor content to address specific challenges and objectives: White papers and case studies should be tailored to the target audience’s particular challenges and goals. Use data and statistics to support the claims made in the materials and provide relevant and valuable insights to the audience.
• Provide a clear call to action: White papers and case studies should give the reader a clear call to action, encouraging them to take the next step in the buyer’s journey. This could include contacting the business for more information, signing up for a free trial, or scheduling a demo.
• Leverage social proof: Case studies are beneficial for leveraging social evidence to demonstrate the effectiveness of the business’s products or services. Use real-life examples of how companies have used the solution to achieve success and provide quantifiable outcomes to demonstrate the benefits to potential customers.
• Use targeted distribution channels: White papers and case studies should be distributed through targeted channels that reach the right audience. This could include email campaigns, social media, or paid advertising.
• Track engagement and outcomes: Tracking engagement and results can provide valuable feedback on the effectiveness of the white papers and case studies and help businesses refine their marketing strategies. Use analytics tools to track downloads, shares, and other engagement metrics.

By selecting the correct format and audience, tailoring content to address specific challenges and objectives, providing a clear call to action, leveraging social proof, using targeted distribution channels, and tracking engagement and outcomes, businesses can effectively use white papers and case studies in marketing and sales efforts to drive leads and sales.

The importance of collaboration and communication across different business functions such as marketing, sales, and product development

Collaboration and communication across various business functions, such as marketing, sales, and product development, is crucial for the success of any business. Here are some reasons:

• Aligning goals and objectives: Collaboration and communication help align the goals and objectives of different business functions. This ensures that everyone is working towards the same vision and helps to avoid conflicts and misunderstandings.
• Improving product development: Collaboration between product development and marketing can ensure products are developed with the customer in mind. By understanding customer needs and preferences, product development teams can create products that meet the target audience’s needs.
• Creating effective marketing campaigns: Collaboration between marketing and sales can help to create effective marketing campaigns that generate leads and sales. By understanding the sales process and customer journey, marketing teams can create campaigns that address specific pain points and encourage prospects to take action.
• Improving customer satisfaction: Collaboration and communication between different business functions can help to improve customer satisfaction. Businesses can create a better customer experience and build long-term loyalty by working together to address customer needs and concerns.
• Identifying new opportunities: Collaboration and communication can help identify new business opportunities that may have yet to be apparent. By sharing ideas and insights, different business functions can work together to identify new markets, products, and services.

Collaboration and communication across different business functions are essential for aligning goals and objectives, improving product development, creating effective marketing campaigns, improving customer satisfaction, and identifying new opportunities. By working together, businesses can create a more cohesive and successful organization that meets customers’ needs and drives growth.

The role of technology and automation in optimizing the use of white papers and case studies in marketing and sales efforts

Technology and automation can be essential in optimizing white papers and case studies in marketing and sales efforts. Here are some ways technology and automation can help:

• Lead generation and nurturing: Technology can automate lead generation and nurturing processes like email campaigns and lead scoring. Using white papers and case studies as lead magnets, businesses can attract potential customers and nurture them through the buyer’s journey.
• Personalization: Technology can be used to personalize the content and distribution of white papers and case studies based on factors like the prospect’s location, industry, or behavior. This helps to create a more targeted and relevant experience for the opportunity, increasing the chances of conversion.
• Analytics and tracking: Technology can be used to track the engagement and outcomes of white papers and case studies, providing valuable feedback on the effectiveness of the materials. This data can be used to refine marketing strategies and improve future campaigns.
• Content management and distribution: Technology can manage and distribute white papers and case studies across multiple channels, such as social media, email, and websites. This helps to ensure that the materials reach the broadest possible audience and are easily accessible to potential customers.
• Integrations: Technology can be integrated with other marketing and sales tools, such as CRMs and marketing automation platforms, to create a more seamless and efficient process. This helps to eliminate manual tasks and streamline workflows, freeing up time for more strategic initiatives.

Technology and automation can be crucial in optimizing white papers and case studies in marketing and sales efforts. Businesses can create a more effective and efficient marketing and sales process that drives growth and revenue by automating lead generation and nurturing strategies, personalizing content, tracking engagement and outcomes, managing content distribution, and integrating with other tools.

Final Thoughts

White papers and case studies are powerful marketing tools that help businesses effectively communicate with their target audience and achieve specific business objectives. White papers are aimed at a broader audience and provide in-depth information about a particular industry or technology. At the same time, case studies focus more on potential customers and provide real-life examples of how a business solves a specific problem using a product or service.

To effectively use white papers and case studies in marketing and sales efforts, businesses should consider their audience and format, tailor content to address specific challenges and objectives, use targeted distribution channels, and track engagement and outcomes. 

Collaboration and communication across different business functions are also crucial for success, and technology and automation can play an essential role in optimizing the use of these materials.

By following these best practices and strategies, businesses can create effective and engaging white papers and case studies that provide valuable information to their target audience and help to drive leads and sales.

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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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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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What Is a White Paper? [FAQs]

Published: February 01, 2023

The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business.

The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution.

In tech, a whitepaper usually describes a theory behind a new piece of technology. Even a business whitepaper can serve a variety of uses and audiences -- some more product-focused than others. And although it is put together like an ebook, the two are written quite differently.

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We're here to arm you with the best definition of a whitepaper in the context of business and what to do (and not do) as you create one. This article covers: 

• What is a whitepaper?
• How to write a whitepaper
• Whitepaper examples

What Is a Whitepaper?

A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.

Marketers create whitepapers to educate their audience about a particular issue, or explain and promote a particular methodology. They're advanced problem-solving guides. Typically, whitepapers require at least an email address for download (usually they require information more than that), making them great for capturing leads.

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What Isn't a Whitepaper?

A product pitch.

Although Investopedia defines a whitepaper as "an informational document issued by a company to promote or highlight the features of a solution, product, or service," be warned that overtly shilling your own stuff could turn off your readers.

The goal of a whitepaper is to inform and persuade based on facts and evidence, not tell the world why people need to buy your product right now.

How Are Whitepapers Different From Blog Posts and Ebooks?

Speaking of what a whitepaper isn't ... if you're looking for a quick and interactive way to present your value to the industry, a whitepaper is not your only option. There are also ebooks and blog posts -- both of which have various differences from a whitepaper.

What really set these products apart are the size, appearance, and time commitment of each one. Whereas writing blog posts and ebooks can take anywhere between a few hours and a few weeks, a good whitepaper can take between a few weeks and a few months to write and polish. They're less flashy, much more serious in tone, and more heavily researched than blog posts and ebooks.

Let me show you a comparison. The set below is one of our own ebook templates ( which you can get for free here ). It's a thorough but simple read:

Now, here is a whitepaper based on our latest research on emerging tech for small to mid-sized businesses (a great report -- see the web version here ). You can see how much detail whitepapers can go into, both in text and in its images:

Ebooks and whitepapers can start on the same template. But ultimately, whitepapers are the academic papers of marketing content. Readers expect a high degree of expertise backed by solid research that is fully documented by references.

Ebooks, on the other hand, are often extensions of a subject you cover regularly on a blog. They can come out of diligent research, but they appeal to a wider audience when unpacking a business subject.

You can imagine this makes them kind of boring in comparison -- truthfully, most people don't actually want to read whitepapers, but they do it anyway to build their knowledge of an operation they need more insight on before making their next move.

For this reason, they tend to be particularly detailed and informative, authoritative, and written by industry experts. And these qualities can make some decision makers feel better about a future purchase.

What Makes a Good Whitepaper?

Technically, there are no minimum requirements for whitepapers. Anyone can call anything a whitepaper -- this doesn't mean you should, though. Without some boundaries on what is and what isn't a whitepaper, we risk confusing our audience and losing credibility. Here's what an A+ whitepaper looks like:

• Length: No fewer than six pages, including illustrations, charts, and references. Can be upwards of 50 if the topic requires that much detail. (Chances are, it won't.)
• Structure: There is usually a title page, table of contents, short executive summary (optional but helpful), introduction, several pages educating the reader about the problem, several pages hypothesizing a solution, several pages offering an example of a company that used that solution to achieve results, and a conclusion.
• Density: Denser than an ebook. Whitepapers aren't usually easy to skim -- in fact, readers usually need to read them over more than once to get every morsel of information out of it.
• Format: PDF in portrait orientation (8.5" by 11").
• Style: Professional, serious, well written, and well edited. I'd recommend hiring a graphic designer to design page layout, images, fonts, and colors as well.

Whitepaper Examples for Lead Generation

So, if whitepapers are so boring, why do marketers create them? Well, they're a great resource for your prospects and sales team, and they help you build credibility and trust with your readers. Also, people who choose to download whitepapers often are further into the customer buying cycle .

With that in mind, here are two use cases for a whitepaper:

A Technical Case Study

It's been said that case studies, like ebooks, are very different from whitepapers. However, some case studies are long enough that they're best packaged as whitepapers themselves.

A case study is essentially the story of a customer's success reaching a goal as a result of their partnership with another party. This success is best conveyed through certain metrics the customer has agreed to be measured on. And depending on how technical or complex the service is that they received, the more research and detail other potential customers will want to see as they continue their buyer's journey.

Therefore, case study-based whitepapers can be a terrific way of demonstrating thought leadership on a dense concept through a real-world example of how this concept helped someone else succeed.

A Reference Guide

Imagine you work for a company that sells kitchen cleaning equipment to restaurants and you write a whitepaper about the maintenance and inspection of commercial kitchens.

That whitepaper is probably chock full of information about legal requirements for exhaust systems, cooking equipment, and cleanliness documentation that could put even the biggest kitchen maintenance enthusiast to sleep if read cover-to-cover.

But it also serves as an incredibly useful reference for restaurant owners who want to know how to maintain their kitchens to pass inspection. Once they know how clean they need to keep their kitchens, they'll likely buy some expensive cleaning equipment from you because they see you as a helpful, detail-oriented, credible source.

Many people create whitepapers for this purpose -- a resource that their leads can take with them to become better at their trade. Ideally, the better they become, the more qualified they are to work with the organization that gave them the whitepaper.

Now that you know the purpose of whitepapers and how they differ from ebooks, it's time to get started in creating your own. With the above best practices in mind, here's the approach you can take to produce an excellent whitepaper for your audience: 

How to Write a Whitepaper

• Identify your audience's pain.
• Do your research.
• Create an outline.
• Put pen to paper and flesh out your outline.
• Use imagery to support your points.
• Get feedback.
• Invest in the formatting and design.

1. Identify your audience's pain. 

While you're a subject matter expert in a unique position to provide content, you must consider your audience and what is going on in their lives. By creating a whitepaper that addresses (and solves) for their needs, you'll better be able to generate demand for your whitepaper. 

To do this, consider creating a buyer persona . This activity will help you put yourself in their shoes. Then, you'll want to consider what kind of information would attract them, how they'd use the information, and how it would solve their pain or problem. 

2. Do your research. 

Whitepapers are informational in nature, and you'll want to determine how to provide information your audience can't get elsewhere. You can do that by:

• Running an original study/survey
• Putting together unique case studies
• Detailing a unique process or project

If you're unable to do your own research, try drawing statistics from government and/or survey organizations and analyzing them in a unique way (and make sure you cite your sources).  

3. Create an outline. 

Because whitepapers are long-form in nature, an outline can help organize your thoughts. Consider sketching out your topic in the following format: 

• Introduction and Synopsis - Introducing the topic of the whitepaper, explaining why it's important (from the standpoint of the audience), and what the whitepaper sets to do, convey, or solve. 
• Overview - Defining some some of the key terms you intend to use, detailing the variables or parameters involved, and summarizing what you'll discuss. 
• Body - Laying out all the key points and highlights you'll hit. 
• Conclusion - Explaining the key take-aways from the body and any action items the reader should take.

4. Put pen to paper and flesh out your outline. 

Using an informational and fact-based tone, begin expanding on the ideas you have by using the outline as a guide. In addition, each paragraph should contribute to the overall goal of the piece. 

5. Use imagery to support your points. 

Because whitepapers go deep on research and analysis, visuals such as charts, graphs, and tables can help you present information in a visually interesting way and make the paper easier to read. 

6. Get feedback. 

It's critical to present the best write-up you can for your readers. The higher quality it is, the more authority you'll have in your audience's eyes. Get feedback from someone you trust to catch typos or other issues with readability. 

7. Invest in the formatting and design. 

While it's not necessary to get too flashy with it, color, layout, and imagery goes a long way to make your whitepaper appealing. 

Whitepaper Examples

To provide even more inspiration, here are modern examples of whitepapers that are emblematic of great whitepaper execution (and why):

1. Not Another State of Marketing Report , HubSpot

HubSpot does an amazing job every year compiling data from experts and partners to convey modern trends in the marketing landscape. This is useful for marketers because they can use the statistics to create marketing and sales content as well as learn from the macro shifts that are happening in the industry. The whitepaper presents this information with attractive graphs and short editorial summaries along with links to more in-depth articles on each topic.

Image Source

2. It's Not You, It's My Data , Custora

Custora created this whitepaper about customer churn, why it's important, and how to prevent it. What makes this ebook great is that it promises concrete value to the reader (revenue savings from preventing attrition) backed by a wealth of data and actionable advice. Even better, the whitepaper is modern and attractive, so the reading experience is pleasant. This helps the reader consume the long-form content without friction.

3. Google Cloud's AI Adoption Framework , Google

This whitepaper leverages Google's authority to persuade the reader into adopting AI. By providing a methodology in the beginning, Google aims to give the reader the tools to think through the power of AI as it can be applied to their business. Then, the whitepaper dives into more technical information for advanced readers.

4. Employees and Cybersecurity , Excedeo

Excedo aims to educate about the security risks that employees may unknowingly pose to businesses when improperly trained. The whitepaper advocates about the types of internal IT policies and training that are essential in today's world.

Whitepapers have a long history, and their uses have continued to change. Be sure to decide whether or not a whitepaper will actually serve your audience before spending the months-long process to produce it. Sometimes, an ebook will do just fine. On the other hand, long-form educational content has a place in your content strategy.

Editor's note: This post was originally published in March 2018 and has been updated for comprehensiveness.

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White Paper Vs. Case Study: Key Differences You Need To Know

Introduction

Welcome to Innovative Local Seo Solutions' comprehensive guide on the differences between white papers and case studies. As a leading provider of SEO services in the business and consumer services industry, it's important to understand the unique characteristics of these two types of documents. This guide aims to help you make informed decisions, allowing you to effectively communicate your message to your target audience.

What Are White Papers?

White papers are authoritative, in-depth reports that provide detailed information and analysis on a specific topic. Usually, they address challenges, present solutions, and offer insights based on research and expert opinions. White papers are commonly used in the business world to educate and influence decision-makers.

When it comes to SEO, white papers play a crucial role in establishing thought leadership and attracting target customers. Their comprehensive nature makes them ideal for showcasing expertise and promoting trust in your brand. By offering valuable information, white papers can generate leads and nurture prospects.

Key Characteristics of White Papers

1. In-depth Research: White papers delve deep into a subject matter, presenting detailed research findings, statistical data, and supporting evidence.

2. Authoritative Voice: The content is written in a professional tone, with a focus on expertise and credibility.

3. Educative Approach: White papers aim to educate the reader, providing valuable insights and actionable advice.

4. Problem-Solution Format: They identify a problem and propose a solution, highlighting the benefits of the suggested approach.

What Are Case Studies?

Case studies are real-life examples that showcase how your products or services have benefited your clients in specific situations. They demonstrate the effectiveness and success of your offerings and highlight your company's ability to deliver results.

From an SEO perspective, case studies play a crucial role in building credibility and establishing trust. They provide tangible evidence of your expertise and can serve as persuasive tools to convince potential customers.

Key Characteristics of Case Studies

1. Client-focused Approach: Case studies revolve around specific clients and highlight their challenges, objectives, and the solutions your company provided.

2. Real-life Results: The emphasis is on showcasing the outcomes achieved through your products or services, with concrete data and measurable success.

3. Storytelling Element: Case studies often follow a narrative structure, engaging readers with a relatable story.

4. Current and Relevant: They focus on recent projects that showcase your ongoing expertise and adaptability.

When to Use White Papers and Case Studies?

The decision to use white papers or case studies depends on your business goals, target audience, and the stage of your buyer's journey.

White papers are best suited for:

• Educating decision-makers and industry professionals
• Establishing thought leadership and expertise
• Building brand reputation and trust
• Generating leads in the early stages of the buyer's journey

On the other hand, case studies are effective when:

• Highlighting the success of your offerings through real-life examples
• Building credibility and trust with potential customers
• Supporting sales efforts by providing evidence of your company's capabilities
• Nurturing leads in the evaluation stage of the buyer's journey

Understanding the differences between white papers and case studies is essential for effective communication in the business and consumer services industry, particularly within SEO services. Both document types have their specific use cases and benefits. By utilizing white papers and case studies strategically, you can leverage their unique characteristics to attract, educate, and convert your target audience.

As Innovative Local Seo Solutions, we are here to help you create compelling white papers and case studies that align with your business objectives. Contact us today to discuss how we can elevate your content marketing strategy to outrank your competitors in the digital landscape.

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What is a white paper and how to write it with examples

Dec 9th, 2022

What is a white paper?

How to write a white paper, white paper examples, should you gate your white paper.

• Share this article

If your business objectives are to promote your product or service, generate leads, establish thought leadership and encourage your potential customers to purchase the product, you can create a white paper. Marketing specialists write white papers to educate their audience about a specific topic or describe and promote some methodology. These in-depth reports can highlight the features of your product or service and help your customers find solutions to their problems.

However, to create an excellent white paper, you must have clear goals, relevant topics, and new information to share. In this article, we will take a closer look at white papers, consider their unique features and describe the differences between white papers, case studies, ebooks, and blog articles. We will also discuss the process of writing a white paper and provide several examples of this content type.

A white paper is a report or guide that gives a thorough overview of a topic while promoting a company’s goods or services and enticing readers to use them. A white paper presents a potential solution to customer problems, describes the product’s features and justifies why a product or service is the perfect option for the given issue. In addition, this marketing document contains studies, surveys, and other statistics supporting the provided information. The audiences for white papers include prospective clients, investors, journalists, analysts, and stakeholders.

A white paper is a form of content marketing or inbound marketing. It is a piece of content that allows for generating traffic and increasing the company’s visibility in search engines. A document is typically written in an academic style and contains at least 2,500 words. White papers are created for two primary purposes: educating potential customers about the topic while positioning a company as an authority and encouraging consumers to purchase the offered product or service. In addition, whitepapers are often presented as gated content , so consumers should fill out a form with their contact information to download material. 

There are three categories of white papers: backgrounder, numbered list, and problem/solution. The backgrounder describes the technical or business advantages of the product. This white paper is most effective for supporting a technical evaluation or product launch . A numbered list or listicle provides a series of recommendations, questions, or points regarding a specific business issue. These white papers are intended to draw attention with provocative ideas, nurture leads , or cast doubt on competitors. Finally, problem/solution papers present a new solution to a problem, generate leads, and inform and persuade stakeholders.

Although a white paper is a sales document, it differs from a product pitch or presentation. A white paper is useful and informative and provides only facts without opinions. It aims to build trust with the audience and increase brand awareness . Sales pitch, in contrast, is written in a more aggressive tone and focuses mainly on the product’s benefits. While the goal of a product pitch is to convince the audience to buy your product straight away, a white paper uses facts and logical arguments to inform the readers about your solution and explain why it is the best choice.

Now we will compare a white paper with a research paper, case study, ebook, and blog article and look at their distinctive features.

White paper vs research paper

Research papers are scholarly publications in journals that feature the findings of original studies or criticism of other researchers’ works. A research paper aims to contribute to the body of knowledge in a particular field. Research papers are usually written to support or refute a theory and present recent findings. These publications are frequently examined by academics who are specialists in various branches of science and technology. It often takes a long time to publish a research paper as it requires peer reviews.

White papers typically address complex issues through technical discussions. These documents are used in product marketing to highlight a specific viewpoint or product and influence consumer purchasing decisions. Although a white paper is presented scientifically and logically, it is intended to impact customers in a way that benefits the business. While research papers are created by engineers, scholars, and doctors, the authors of white papers are technical writers, internal company personnel, and subject matter experts. 

Research papers are mostly published for informational and educational purposes. Hence academics like students, professors, researchers, and scientists make up the majority of their readers. On the other hand, white papers’ audience is prospective customers, so they might increase sales of a specific brand, product, or service. 

White paper vs case study

A case study is a record of research conducted to examine a specific problem or circumstance during a given period. For example, in a business case study, an author may explore the organization’s strategy, analyze how consumers use a product, or describe the state of the market. The goal of a case study is to educate readers, inform the audience about a problem and provide recommendations. In essence, both a white paper and a case study describe the advantages of a product or service while demonstrating how a particular method has turned out to be an efficient remedy for the problem.

However, there are some significant differences between white papers and case studies. Case studies are more concise, while white papers are longer, involve technical research, and provide detailed suggestions on resolving the issue. The former demonstrates the effectiveness of a solution and provides real-life examples. Case studies also place greater emphasis on observation and examination. White papers, in contrast, focus primarily on theoretical information and highlight crucial characteristics of a product or methodology.

White paper vs ebook

An ebook or electronic book is a digital publication that contains text, photos, and interactive elements like links and videos. Ebook provides recommendations, answers, or strategies for an industry or niche. White papers and ebooks share certain similarities. For instance, both marketing assets can be used to establish a company as a thought leader, build credibility and generate leads. Besides, ebooks and white papers have a longer lifespan than other content marketing formats. You can use the documents for a few years and repurpose them in different ways: turn them into a series of blog articles, create an infographic, or include the publications in newsletters.

The primary difference between an ebook and a white paper is the audience. An ebook is a comprehensive guide on a specific topic targeted predominantly at a general audience. A white paper is an academic report that targets a niche audience of specialists and presents new research. The other difference is the objective. The purpose of a white paper is to educate the audience and highlight the brand’s value proposition. Ebooks are also more informative and comprehensive. These assets serve as guides for broader topics. Finally, ebooks are longer and have a formal structure, while white papers often include the following components: a problem, methodology, guidance, and resolution.

White paper vs blog article

A blog article is a piece of content posted on a blog which is a website or a section of the site. Blog article often includes text, images, and videos. A blog article aims to briefly overview the subject, generate leads , and market products and services. On the other hand, a white paper’s primary goal is to give a complete idea about the topic. Although blog articles can present facts, these content pieces are usually not data-focused and are much shorter than white papers.

The other difference between white papers and blog articles is the tone. White papers require an official and professional style, while blog articles can be written in a more informal manner. White papers require more research and provide a thorough analysis of a product or service. Therefore, completing a comprehensive white paper can take weeks to months. A blog article is more straightforward, so writing one can take a few hours to several days. White papers are designed to draw qualified leads and prospects, whereas blog articles are less technical and can reach a wider audience.

Once you are familiar with different content formats and their differences from a white paper, let us discuss the process of writing a white paper from ideation to publication and distribution.

An excellent white paper needs to be thoroughly researched and present new information that readers cannot find through an internet search. Moreover, a white paper should be engaging and maintain the audience’s interest. Now we will describe how to write an excellent white paper in greater detail below.

Step 1. Define your audience

Defining your audience is one of the most crucial steps in creating a well-researched white paper. First, you need to consider what kinds of readers you want to attract. For example, you can use specific jargon if your audience is professionals in the industry. Furthermore, the statistics and provided information should be relevant to your target audience. Knowing your readers’ interests also narrows the scope of research you should conduct.

When determining your audience, consider the following characteristics: educational background, job title, and professional needs. Think about which platforms and search queries your readers use to find information. Conduct in-depth research to understand why your audience is interested in this topic, how much knowledge readers already have about the subject, and how your white paper can help them. In addition, interview your clients and check the comments from your audience to learn about their main problems and goals.

Step 2. Choose a relevant topic and research it

Choosing an impactful topic for a white paper is a crucial component of its success. When defining the topic, make sure you are qualified to write about it and that your audience is interested in the problem. Beyond that, the topic should fill the content gap , which means that there should not be much information online on the subject. Your topic may concern a product or an innovative business idea. A white paper can describe a particular aspect of your business or your team’s accomplishments.

Ask your audience about their expectations, check other reports and studies to identify content gaps, and interview other industry experts to develop an idea for a white paper. Then find credible sources and collect expert opinions and statistics. Finally, fact-check the information to verify its accuracy. 

Step 3. Make an outline

The following step is to create an outline that determines your target audience, defines the structure, and organizes the study. When creating a plan for your paper, think about how to summarize your findings in a way that addresses the issues of your readers. Make a list of concepts and crucial matters you should address within each section.

A white paper typically consists of the following elements: title, abstract or summary, introduction, section subheadings, sources, and conclusion. First, you need to describe a problem or situation. Secondly, you should provide a methodology and instructions. Finally, you need to explain possible solutions to the problem. 

Step 4. Provide valuable information

It is critical to remember that a white paper’s goal is to provide helpful information to an audience even if they do not become your clients. Make sure each paragraph brings value and makes readers feel they have learned something new. A white paper should demonstrate your expertise in a particular field as a business or brand.

Use proven facts and statistics to make a white paper more trustworthy. Thus, your audience will perceive the company as a reliable source of information. In addition, building a reputation as an expert will increase your chances of achieving success, as customers are willing to buy from businesses they trust.

Now you need to format the content of your document. Use bullet points and subheadings to divide the text into sections and make it easier to read. You can also add charts and graphs to capture readers’ attention and highlight the concepts you want people to remember. You can decide how to format the paper by looking up various examples and templates. 

Step 5. Proofread and edit

When writing a white paper, maintain a formal tone. Use language appropriate for the audience you are targeting. Avoid using informal language, slang, and expressions that are not suitable for academic writing. Although keyword optimization is crucial, remember to write for your readers instead of search engines. Google is constantly improving its capacity to recognize and match relevant information with search queries.

Do not worry about creating a perfect white paper on the first draft. It may require several revisions to finalize a report. To ensure your white paper is exciting and understandable, hire professional proofreaders or try editing a document yourself. 

Step 6. Distribute and promote your paper

Creating the document is only the first step. You also need to ensure it reaches the desired audience. For instance, you can send a press release to advertise the publication of a new paper or share it through LinkedIn or Twitter. The other way to promote the publication of the white paper is to send it to your prospects after a demo call to provide more information. A smart strategy to distribute your white papers is to embed or link them to relevant landing pages, guest blogs, and newsletters.

White paper syndication or publishing the same document on independent websites enables companies to target a niche market , generate leads, and increase the reach of a white paper. Besides, a white paper distribution through content syndication is very effective as it allows for repurposing content and promoting it on various platforms.

Next, we will look at white paper examples from different companies in various industries to provide you with an understanding of how to create a white paper.

In this section, you can find three white paper examples to collect ideas for creating your own.

Cisco’s white paper

Cisco is a company that develops and provides network equipment, data security services, and telecommunications gear. The company created a white paper called “Networking and your competitive edge” , where Cisco explained the importance of having a secure and reliable network edge. The advantages of this white paper are a large number of infographics, quotes, statistics, and balanced use of text and visuals. Plus, the document allows people to understand a complex topic with the help of the simple and engaging language of the presentation.

Google’s white paper

The white paper called “Cloud security and compliance” by Google is a 28-page tutorial demonstrating the effectiveness of Google cloud products and services in protecting the data of any workspace. The white paper has all the components of a well-written, readable document, including subtle color fonts, pictures, and plain language. What is more, Google repurposed the white paper and created the infographic for people who do not have time to read the entire document. 

Uber’s white paper

In the paper called “Fast-forwarding to a future of on-demand urban air transportation” , Uber promotes the idea of air transportation and establishes the company as a key figure in its creation. The company describes its VTOL aircraft, explains the need for it in urban areas, and lists the obstacles that should be overcome. Uber also mentions reviewers from NASA, MIT, and other prestigious air transportation organizations to increase the report's credibility. As a result, the company establishes itself as a thought leader by describing future trends and innovations in the industry.

You can use the above-mentioned practices tested by reputable companies to create a white paper that will educate your audience, generate leads and increase sales. 

Companies can use gated content like white papers to grow contact lists for marketing and sales teams. Gated content is any publication that readers can access by providing personal details like name and email. A company creates a landing page that contains a description of available content and a form where users can enter contact information and gain access to the materials.

There is no definitive answer to whether you should gate a white paper. On the one hand, gating your content is a great way to generate leads . Moreover, a successful buyer's journey often starts with gated content as the very first step. Most people who provide contact information are interested in your company because of your regular distribution of useful content.

On the other hand, gating your white paper reduces the number of people who will read the document because not everyone wants to share their personal details. Therefore, if your white paper is not gated, it will attract a larger audience and can improve your search rankings. However, gating a white paper will stop search engines from indexing a publication.

Creating a perfect white paper may require a lot of time and effort. Nevertheless, this results in a valuable document that promotes your company’s expertise and fosters general education and development in your industry. A perfect white paper contributes to the company’s growth.

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How to use a case study inside a white paper

In a recent presentation on white papers, expert  jonathan kantor  suggested using a case study inside a white paper..

I thought, “Wow, what a great technique!”

Then I realized I’ve been doing the case-study-inside-a-white-paper trick for years already.

Here are two examples that show how I’ve included case studies as proof points inside white papers.

Example #1: 50 words or less

This example comes from a white paper on fintech I worked on in the spring of 2010.

That paper was about how moving to paperless invoice-handling can save a lot of money.

Click here to see the full-sized page.

In a problem/solution white paper like this, I find the best place for a case study is towards the end… after you present your vision of the ultimate solution to the problem.

My client had already published three case studies in a standard format, convincing stories with great metrics. But each one was three pages long.

So for the white paper, I condensed each case study down to 50 words:

• one sentence for the problem
• one for the solution
• and one for the results

I inserted each case study into a circular text box. This didn’t take any fancy design, I just used Word and made sure the line endings worked out nicely.

The result is an unusual and attention-getting visual device that gives a powerful customer story in just a few words.

Example #2: 300 words or less

This example is in a paper I worked on back in 2004.

Click here to see the full-sized page .

This backgrounder described some “software instrumentation” that helps debug huge projects and keep them on track.

The client had some good “use cases” in various states of completion.

One was already finished as a two-page story.

The rest took some more interviewing to gather the details. But I managed to put together four convincing case studies in less than 300 words each.

I broke these up with four headings: project, problem, solution and remarks.

Then I used these as sidebars against the main body of the white paper.

I’m not sure the final design was as elegant as it could have been. Notice how there are two separate reading tracks through the document; one for the main body and one for the sidebars.

In page design, two headings fighting with each other this way are called “tombstones.”

In any case, the client was happy. And as a bonus, they got four finished case studies to use as separate marketing pieces.

Try it yourself!

I hope those examples help you think about including case studies in some of your white papers.

As long as they’re short, snappy and persuasive, these case studies add a lot of real-world proof to any white paper.

Have you ever used a case study in a white paper? Please tell us about it, in the Comments section.

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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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Difference between a White Paper and a Case Study

• October 13, 2022

In today’s business world, it is important for companies to understand the differences between a white paper used by government agencies and a case study. Both documents are used to communicate information about a product or service, but they have different purposes and audiences. A white paper is typically used by government agencies to explain their policies or announce new legislation. A case study, on the other hand, is often used by businesses to promote their products or services. It is important to understand the differences between these two types of documents so that you can create content that effectively communicates your message to your target audience.

What is a White Paper?

White Papers are documents that present the policies of a government agency. They are typically used to communicate new initiatives or to provide information on changes to existing programs. White Papers are usually written in a clear and concise style, and they often include data and analysis to support the agency’s position. While White Papers can be quite long, they typically do not exceed 10 pages. In recent years, White Papers have become increasingly popular as a way for government agencies to communicate with the public. This is due in part to the fact that White Papers can be easily disseminated online, and they offer a more user-friendly alternative to traditional policy documents.

What is a Case Study?

A Case Study document is a type of document used to evaluate a particular situation or problem. Case Studies are usually used in business and research contexts, as they provide detailed accounts of real-world situations. Case Study documents typically include information on the problem or situation being studied, as well as data and analysis from interviews, surveys, and other research methods. Case Studies often provide insights that can help organizations improve their procedures or policies.

White Papers and Case Studies are both types of documents that are used to present information in a clear and concise manner. However, there are some key differences between the two. White Papers are typically used by government agencies and businesses to provide an in-depth analysis of an issue or topic. They often include recommendations for policy or actions.

Case Studies, on the other hand, are usually used by academics or researchers to examine a particular instance or example in detail. While White Papers can be quite long, Case Studies are typically shorter in length. Both White Papers and Case Studies can be very useful tools for conveying information, but it is important to choose the right type of document for the situation.

While the two documents have some commonalities, there are also a few key distinctions between them. A white paper is typically used by government agencies to provide an overview of an issue or policy, while a case study is more focused on illustrating how a product or service has been successfully implemented and its impacts. When writing these types of documents, it’s important to be clear about your audience and what you hope to achieve with the document.

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How to Proofread a Case Study or White Paper

Short-form content is the focus of discussion for many businesses and authors. Web copy, social media, and more require short and punchy content to capture attention and deliver messages. However, not all ideas can be subjected to this level of compression. Long-form content like white papers and case studies are required when exploring incredibly complex ideas.

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

A white paper is meant to help the reader understand an issue or solve a problem. White papers combine expert insights, technical information from disparate data sources, and logical arguments for businesses or institutions to drive sales for products, services, or policies.

A case study requires a period of observation and research. Case studies identify a specific problem, implement a solution, and evaluate the outcome. Similar to a white paper, a case study is meant to illustrate the benefits of a product, service, or policy; however, a case study uses an example to demonstrate the efficacy of the proposed solution.

Importance of proofing

The success of a white paper or case study depends on a business, institution, or author appearing as an authority on the topic. This impression is undermined if a manuscript contains logical, organizational, or grammatical errors.

Both case studies and white papers are persuasive pieces that contain a thesis statement, which is the central argument. Typically, these persuasive papers will identify problems and argue that their product, service, or policy is the best solution. The thesis statement should be clear and easy to comprehend so readers understand the argument being made. Additionally, subsequent paragraphs should flow logically in support of the central argument.

Because case studies and white papers explore complex topics in longer form, they must be well-organized. The success of a document or paragraph depends on its organization. For a persuasive paper, the thesis should be contained in one of the introductory paragraphs to communicate the intent of the author and the purpose of the article early. Subsequent paragraphs should introduce supporting evidence for the thesis statement. The quality and quantity of this evidence will help prove the thesis. Lastly, a conclusion paragraph will summarize the argument and evidence.

Organization is essential for paragraphs, too. Each section contains a topic sentence; similar to a thesis statement, the topic sentence indicates the purpose of the paragraph that follows. The remainder of the paragraph will include more granular detail on the evidence being introduced, and it may finally segue into a reiteration of the topic sentence or an introduction to the paragraph that follows.

Lastly, an influential persuasive paper should be error-free. Inappropriate or unclear syntax can obfuscate meaning, and typos or misspellings can detract from an authoritative or confident tone.

What is the process of proofing a case study or white paper?

Proofreading your case study or white paper is an essential step and helps ensure an error-free manuscript. Many people believe that proofreading checks for grammatical and spelling mistakes, but it goes much deeper. Misused syntax can make your paper unclear, negating your hard work and failing to convey your message clearly. These steps will help ensure your paper is immaculate, impactful, and authoritative. 

1.  Take a Step Back

Before beginning the proofreading process, it’s beneficial to distance yourself for a day or two to help you gain a clear perspective on the written content. What may seem like well-written material will often look different through fresh, well-rested eyes.

2. Set Aside a Specific Time

It’s essential to schedule your proofreading session for a time of day when you are most alert and well-rested. Whether you’re a morning or night person, it doesn’t matter as long as you choose a time when you know you can focus.

3. Use A Paper Copy

Having a paper copy of the text is essential during the proofreading process. It enables you to highlight, circle, underline, and make notes in a way electronic formats can’t. Hard copies give you a new perspective on the writing that can help you identify missed issues.

4. Don’t Solely Rely on Spelling and Grammar Checkers

Spelling and grammar checkers are incredibly useful during the proofreading process; however, they should not be your only means for error-checking. Often these programs fail to catch every misspelled or out-of-context word or make corrections that introduce new grammatical errors. Use tools like the dictionary, thesaurus, or other grammatical resources with these programs. Accessing help from a mentor, trusted companion, or an established proofreading service is also an excellent resource.

5. Read The Text Aloud

Reading the text aloud gives you a different perspective on the writing and helps you identify errors you miss from silent reading. It is beneficial for identifying structural problems like run-on sentences and incorrect comma placements. You can also have someone else read it aloud to you, allowing you the chance to listen to the content critically through audible word engagement.

6. Proofread for One Error 

Focus on a single error at a time instead of generalizing them all at once. By focusing on one mistake like commas, you increase your chances of successfully spotting the error and not overlooking it in search of multiple issues. 

7. Have Someone Else Review the Content  

Have a trusted friend or advisor review the paper once you’ve made your first round of proofs. They will provide you with an unbiased assessment of your work, providing you the opportunity to make necessary changes you failed to notice. It also gives insight into how others view your written content to determine if your message is clearly conveyed.

Proofing your case study or white paper is essential for ensuring your paper is well-written, authoritative, and persuasive. Errors can dissuade the reader from the validity of the content, negating the hard work that went into developing the argument and compiling the evidence. Don’t risk undermining your finished project; utilize these proven proofing processes and ensure your case study or white paper has the impact and respect it deserves. 

Want to guarantee that your case study or white paper is proofed and ready to use? Have it evaluated by our experts at EdiPro. Our team specializes in business copyediting and proofreading.

Learn how EdiPro can help today.

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• Open access
• Published: 23 May 2024

Investigating racial/ethnic differences in procedure experience in obstetrics & gynecology trainees at a single academic institution: a retrospective cohort study

• Patricia GiglioAyers 1 , 2 ,
• Christine E. Foley 1 , 2 ,
• Beth Cronin 1 , 2 &
• Dayna Burrell 1 , 2  

BMC Medical Education volume  24 , Article number:  561 ( 2024 ) Cite this article

137 Accesses

Metrics details

Discrimination is common in medical education. Resident physicians of races and ethnicities underrepresented in medicine experience daily discrimination which has been proven to negatively impact training. There is limited data on the impact of resident race/ethnicity on OB/GYN surgical training. The objective of this study was to investigate the impact of race/ethnicity on procedural experience in OB/GYN training.

A retrospective analysis of graduated OB/GYN resident case logs from 2009 to 2019 was performed at a single urban academic institution. Self-reported race/ethnicity data was collected. Association between URM and non-URM were analyzed using t-tests. Trainees were categorized by self-reported race/ethnicity into underrepresented in medicine (URM) (Black, Hispanic, Native American) and non-URM (White, Asian).

The cohort consisted of 84 residents: 19% URM ( N  = 16) and 79% non-URM ( n  = 66). Difference between URM and non-URM status and average case volume was analyzed using t-tests. There was no difference between non-URM and URM trainees and reported mean number of Total GYN (349 vs. 334, p  = 0.31) and Total OB (624 vs. 597, P  = 0.11) case logs. However, compared with non-URM, on average URM performed fewer Total procedures (1562 vs. 1469, P  = 0.04). Analyzing individual procedures showed a difference in average number of abortions performed between URM and non-URM (76 vs. 53, P  = 0.02). There were no other statistically significant differences between the two groups.

Conclusions

This single institution study highlights potential differences in trainee experience by race/ethnicity. Larger national studies are warranted to further explore these differences to identify bias and discrimination, and to ensure equitable experience for all trainees.

Peer Review reports

Introduction

Discrimination is common in medical education, with nearly 60% of medical trainees experiencing at least one form of harassment or discrimination during their training [ 1 ]. Race/ethnicity has been proven to negatively impact medical student experiences and evaluations [ 2 , 3 ]. Although data remains limited, a rising number of studies explore the impact of race/ethnicity on residency training.

Resident physicians of races & ethnicities underrepresented in medicine endure daily microaggressions and biases [ 4 ]. In general surgery, up to 24% of residents report experiencing discrimination based on race/ethnicity or religion, with highest rates (70%) reported among Black residents [ 5 , 6 , 7 ]. Black surgical residents are 4.2 times more likely to experience high levels of perceived daily discrimination [ 7 ]. Discriminatory acts include being mistaken for another person of the same race, mistaken for nonphysicians, and experiencing different standards of evaluation [ 5 ]. Compared with their White counterparts, non-White residents experience increase feelings of isolation and judgement [ 8 ]. Surgical residents who experience discrimination also reported higher rates of burnout, thoughts of attrition, and suicidal thoughts [ 5 , 6 ]. A recent study investigating the relationship between gender, race/ethnicity and general surgery resident case volume cites a correlation between racial/ethnic categories underrepresented in medicine (URM) (identified as Black, Hispanic or Native American) and lower operative volumes at graduation [ 9 ].

Data regarding the impact of race/ethnicity on training in Obstetrics and Gynecology (OB/GYN) is limited. OB/GYN is reported to have the highest percentage of trainees from racial and ethnic backgrounds underrepresented in medicine at 19% among the surgical subspecialties [ 10 ]. However, recent data from 2022 demonstrated there is a greater proportion of White physicians at the fellowship level compared to residency level [ 11 ]. This trend persists in academic medicine, with a higher proportion of white physicians in leadership positions and with higher academic ranks [ 12 ]. Despite multiple initiatives by national organizations within OB/GYN to address racial and ethnic disparities [ 13 , 14 ], studies exploring racial disparities and discrimination are sparse in OB/GYN literature. To the authors knowledge, there is no published data on the impact of race/ethnicity on resident surgical training in OB/GYN. Specifically, there is no data on the impact of race on the fundamental metric of surgical volume during gynecology residency training. The aim of this study was to begin by exploring the impact of race/ethnicity on OB/GYN procedural experience in residency training at a single institution.

A retrospective analysis of graduated OB/GYN resident procedural case logs per the Accreditation Council for Graduate Medical Education (ACGME) from 2009 to 2019 at a single institution was performed. The research was deemed exempt by the IRB and was determined to be non-human subjects research. Self-reported race/ethnicity as limited by ERAS check boxes was collected. Trainees were categorized into URM (Black, Hispanic, Native American) and non-URM (White, Asian). The institution instructs residents to log a procedure if active participation as the primary surgeon is > 50% of the procedure. The primary outcome was total number of surgical procedures logged by a graduating resident. Secondary outcomes included procedure logs for the following ACGME categories: Normal spontaneous vaginal delivery (NSVD), Cesarean section (CS), Operative delivery (ODEL), Abdominal hysterectomy (AHYST), Vaginal hysterectomy (VHYST), Laparoscopic hysterectomy (LHYST), Minimally Invasive Hysterectomy (MIH), Total Hysterectomy (THYST), Incontinence and pelvic floor (ISPF), Laparoscopy (LAPS), Operative Hysteroscopy (OHYST), Abortion (ABORT), Transvaginal ultrasound (TVUS), Surgery for invasive cancer (SIC). Total numbers of cases, total obstetric (Total OB: CS, NSVD, ODEL), and total gynecologic (Total GYN: THYST, LAPS, OHYST) cases were collected. Residents in OB/GYN who completed the four-year residency training program were included in the analysis. Trainees who transferred training programs during residency or did not complete residency were excluded. Procedures were reported as mean number of procedures per ACGME category per group (URM vs. non-URM). Differences between URM and non-URM status and mean case volumes were analyzed using t-tests.

The cohort consisted of 84 residents. Residents who self-selected the ACGME category of “none of the above” ( n  = 2) were excluded from the URM vs. non-URM analyses. There was a total of 82 residents included in the final analysis: 66 non-URM (78.57%). (Table  1 ) There were no differences between non-URM and URM trainees and reported mean number of Total GYN (349 vs. 334, p  = 0.31) and Total OB (624 vs. 597, P  = 0.11) case logs. However, URM trainees had significantly fewer Total procedures (1469 vs. 1562, P  = 0.04) than their non-URM counterparts (Table  2 ). Analyzing specific procedures showed when comparing mean number of abortions, URM trainees experienced significantly less abortions (76 vs. 53, P  = 0.02) than non-URM trainees. No differences were found between non-URM and URM trainees in all other specific individual procedure categories (Table  2 ).

Resident trainees from races and ethnicities underrepresented in medicine experience daily discrimination, however there is limited data on the impact of racial/ethnic discrimination on training and postgraduate experience within OB/GYN. The importance of identifying and addressing racial and ethnic disparities within OB/GYN and medical education is widely accepted. In 2021, the ACGME launched ACGME Equity Matters, an initiative focused on learning and improvement in areas of diversity, equity and incision, and antiracism practices [ 13 ]. In 2020 ACOG, along with leading national and international women’s health organizations, released a joint statement, “Collective Action Addressing Racism.” [ 14 ] This statement specifically cites commitment to education, recognition, and scholarship as ways to eliminate inequalities in women’s health. Despite these initiatives, published research is limited.

This single institution study highlights potential differences in trainee experience by race/ethnicity and calls for further review at training programs across our specialty. This study showed a difference in total procedure experience between URM and non-URM OB/GYN residents during the 10-year time period examined. These differences may suggest discriminatory practices which are limiting procedural experience for URM residents. These findings are similar to recently published data that demonstrated a correlation between general surgery residents underrepresented in medicine or who identified as female, and lower operative volumes at graduation [ 9 ].

Additionally, this study observed a significant difference in the number of abortion procedures logged by URM versus non-URM trainees. In our institution, trainees have the choice to opt out of abortion procedures. This choice is not recorded as a part of the operative log but may confound this particular data point. We are unaware of any correlation between a trainee’s self-identified race and choice to perform abortion procedures. Additional work is needed to evaluate the demonstrated differences on a qualitative level to better identify the root cause(s) of the variation demonstrated, including possible sociocultural influences. Further work must be done to identify unconscious and overt biases and address discrimination to ensure all residents, regardless of race/ethnicity or gender, have an equitable training experience.

This small, single institution study calls for further review of racial and ethnic differences in procedural experience at training programs across our specialty. Although OB/GYN does have the highest percent of URM trainees among the surgical subspecialties, the lower proportion of URM physicians in fellowships and in higher academic rank positions suggests persistent institutional and structural racism. Procedural case logs are an objective and nationally utilized measure which could be further analyzed to identify and ultimately address training differences. If publicly available, these case logs could hold programs accountable for ensuring equitable procedural experience. Addressing any identified differences would not only improve resident experience and skill, but also contribute to the goal of creating a racially and ethnically diverse workforce to improve patient care in OB/GYN.

There are several limitations to this study, including variation in the accuracy and reporting practices of resident procedure logs which may impact data. Although criteria at this institution exist instructing residents to log only procedures which they performed > 50% of as the primary surgeon, residents are individually responsible for tracking and logging procedures. Furthermore, the small sample size of this study at a single institution, coupled with the variation in resident surgical experience and reporting practices between OB/GYN programs nationally, prevent this study from generalizability to all OB/GYN residency programs. This study analyzes total case logs at time of graduation, and therefore does not explore how race/ethnicity may impact procedural experience across the four years of residency and does not account for variation in logging during different times of residency. The authors also recognize that increased procedural numbers do not necessarily translate to procedural competency. Although differences may suggest training inequity among URM vs. non-URM residents, variation in procedural numbers may not reflect trainee competency at time of graduation.

Differences may exist in Obstetrics and Gynecology procedural experience by trainee race/ethnicity. Larger national studies are warranted to further explore these differences to identify bias and discrimination, and to ensure equitable experience for all trainees.

Data availability

The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request.

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PGA and DB were involved in the conception, design, interpretation of data, and manuscript writing. CF was involved in the design of this study, analysis, and editing of the manuscript. BC contributed to the conception, design, and editing of this work. All authors read and approved the final manuscript.

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The ethical approval for the study and informed consent are waived by the Women and Infants Institutional Review Board due to retrospective nature of the study. All methods carried out in the study were performed in accordance with relevant guidelines and regulations.

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The author(s) declare(s) that they have no competing interests. Dr. Dayna Burrell has acted as a BMC Education article review in the past upon request. This data was accepted for oral presentation at the 2023 CREOG and APGO Annual Meeting. The conference took place February 27-March 1, 2023 in National Harbor, Maryland.

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GiglioAyers, P., Foley, C.E., Cronin, B. et al. Investigating racial/ethnic differences in procedure experience in obstetrics & gynecology trainees at a single academic institution: a retrospective cohort study. BMC Med Educ 24 , 561 (2024). https://doi.org/10.1186/s12909-024-05363-9

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Received : 07 June 2023

Accepted : 28 March 2024

Published : 23 May 2024

DOI : https://doi.org/10.1186/s12909-024-05363-9

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• Race/Ethnicity
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